Service marketing

1. COMPLAINT MANAGEMENT,
SERVICE RECOVERY
- Febin George Jacob
MBA(2017-19)
FISAT B School, Ernakulam.

2. Complaint management
Customer satisfaction and retention can be
influenced by the development of an effective
service recovery program that can identify
complaints and remedy failure problems in the
service system.
Customer complaint management has become
an integral part of business.
Companies should understand the link between
complaint management and customer loyalty.

3. What is complaint management?
Complaint management is the formal process of
recording and resolving customer complaints.
Service organisations develop a system called
the customer complaint management system
(CCMS)

4. The Customer Complaint
Management System
Its objective is to collect ,record,classify and
resolve customer complaints at the earliest
possible time.
There are five stages in complaint management
process.

5. 1. Complaint registration
2. Classification of customer complaints
3. Analysis and reporting of trends
4. Management action
5. Continuous improvement of complaint
process.
Ccms should focus on regaining customer
goodwill

6. Service Recovery
It is the process by which an organisation
attempts to rectify a failure in the service
delivery process.
Customer who have experienced service failures
and are later satisfied based on the service
recovery process of the service firms and are
more loyal.

7. Benefits of service recovery
• Service recovery increases customer satisfaction
• It increases customer loyalty
• It promotes positive word of mouth
• It provides information that can be used to improve
service quality
• It helps take preventive actions
• It improves employee satisfaction and promotes
healthy internal atmosphere.
• It enhances company’s corporate image
• It enhances employee morale and reduces employee
turnover.

8. Consumer Grievanc recovery strategies
• Acknowledge
• Apologize
• Explain Reasons
• Emphathise
• Respond quickly
• Do it right again
• Do it more
• Compensate value
• Follow up

9. • Advance planning for recovery process
It is necessary to plan in advance recovery
process.The service marketers should expect the
possibilities of occurance of service failures.
• Employee empowerment
Services are produced in buyer employee
interactions.Therefore employee empowerment
is the key for succesful resolution of customer
complaints.