Book of complaints and grievances - how to deal with a dissatisfied customer?

Service Business

The book of complaints and complaints, also known as the book of complaints and motions, was introduced for the first time by a resolution of the Council of State and the Council of Ministers in 1954. It was one of the basic equipment in commercial, service or even catering establishments at that time. In this book, customers could put not only complaints or grievances, but also praise and conclusions in which they could suggest certain changes. This book was a kind of benchmark for awarding or receiving employee bonuses.

Currently, this type of practice is also used, but the book does not necessarily have a paper and tangible form. With the advancement of technology, electronic registers of complaints and grievances have developed. The information contained therein generally does not differ from that from 60 years ago.

Book of complaints and grievances - a new form of expressing opinions

As already mentioned, the book of complaints has now taken a slightly different form. In today's world, the Internet has become the main source of information about many companies and at the same time a place to express opinions on virtually everything.

Various forums, industry blogs or applications (e.g. TripAdvisor) allow all Internet users to rate and justify it. It is not enough to focus only on the main communication channels of the company with the client, such as the contact form on the website, the network should also be monitored on a regular basis in search of information from consumers. They often express their opinions under the influence of emotions and often describe the unpleasant situation related to a given company in various places, such as social media or online forums. They are not looking for a contact to the company, but want to share it with other Internet users right away. Then it is also worth reaching out to such opinions, trying to contact a dissatisfied customer and try to smooth the situation. There are plenty of places to leave opinions, so every company must be vigilant and constantly observe the mood of customers.

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Book of complaints and grievances - how to deal with a dissatisfied customer?

  1. Automated notifications of received complaints
    In a situation where the book of complaints is in an electronic form, the entrepreneur should ensure that automated notifications about the receipt of a complaint are sent. It is worth emphasizing in the content of the message that the matter will be dealt with immediately. This e-mail will provide feedback to the dissatisfied customer that the complaint has been registered.
  2. Telephone contact
    It is a well-perceived practice to contact the buyer by phone (although the complaint may have been sent electronically or by letter). A telephone conversation will allow you to develop and explain the problem. This form of contact is welcome, as this way the entrepreneur can obtain a lot of valuable information about defective goods and solutions used in the company.
  3. Qualified consultants
    In the case of large companies, there should be a dozen or even several dozen of them. However, in small businesses - only a few. The number of employed advisors depends not only on the size of the company, but also on its specificity and industry. The standard in such cases is the use of learned formulas, but you cannot limit yourself to them only. The main goal of the consultant should be to solve the problem that the client reported to him. Avoidance of responses and lack of specificity can frustrate the customer.
  4. social media
    Both the entrepreneur and his employees should constantly monitor what is happening on the company's social profiles. They are the source of enormous knowledge about the customer and his satisfaction. And as you know, a bad customer can make a lot of money by presenting goods, services or personnel in a negative light. Such practices can deter potential buyers. In order to protect yourself against them, you should have constant supervision of the profiles - it is not about removing negative entries. The entrepreneur himself or trained employees should try to alleviate the situation.
  5. Compensation
    This is the last and perhaps the most important aspect. In order not to be discouraged for good, the customer should be given, for example, a small gift, discount or free shipping. The method of compensation depends on the entrepreneur himself and his financial capabilities.

To sum up, every self-respecting entrepreneur cannot afford to disregard the reported complaints and grievances. They provide a lot of information not only about the functioning of the company itself, but also about its employees.