This document discusses customer complaints and how businesses should handle them. It notes that while customers used to write letters with complaints, social media now allows complaints to reach thousands. Negative reviews can cost businesses customers, and most unhappy customers never complain. Complaints provide opportunities to understand customer perceptions and ensure continual improvement. The golden rules of handling complaints are to take them seriously, never snub a complainer, see things from the customer's perspective, and train staff on proper complaints handling. Complainers primarily want an apology, explanation, and reassurance. The recommended approach is to thank customers for complaining, apologize, get the full details, correct any mistakes, and learn from the experience.

1. CUSTOMER
COMPLAINTS
Jan Raeymaekers

2. Introduction
■ Customer complaint is a bad customer review
■ Past: People wrote letters
 Private interaction between complainer and customer
service
■ Now: Social media and internet in general
 Reach of thousands of other customers

3. Some statistics
■ Negative customer review can cost a company 30
customers
■ Average business does not hear from 96% of unhappy
customers
■ Every complaint received  another 26 customers with
problems
■ 65%-90% of non-complainers will never buy again you
will never know why
 Better to have complaints than silent dissatisfaction

4. A complaint is an
opportunity
■ Instant access to customers’ thoughts and feelings
■ Understanding of customers’ brand-, service- and product
perception
■ Complaint measures success of your business
■ Complaints ensure continual improvement

5. Golden rules of complaints
handling
■ Complaints need to be taken seriously
– 72% of satisfied complainers are more loyal
■ Never snub a complainer
■ Perception of customer is everything
■ Customer is always right
■ Build partnerships
■ Train your staff in complaints handling
■ Give complaining enough priority

6. Three things complainers
are looking for
1.APOLOGY
2.EXPLANATION
3.REASSURANCE

7. How to handle complaints
1. Thank the customer for complaining
2. Say that you’re sorry
3. Put yourself in the place of the customer
4. Customer has a valid point
5. Get all the facts
6. Correct the mistake
7. Learn from your mistake

8. Wrong vs Right
■ http://www.youtube.com/watch?v=HjB9H1qDKcE