No business is perfect and errors are a learning experience – believe me, I’m learning. By documenting your customer complaints you will turn negative into positive, resulting in a more profitable business.

1. How To Keep
A Customer
Complaint
Log
- And Why!

2. Whether you manage
a large company
or are a sole trader

3. Your customer complaints
are invaluable

4. No business is perfect and
errors are a learning
experience
– believe me,
I’m learning

5. By documenting your
customer complaints you will
turn negative into positive,
resulting in a more profitable
business

6. The Negative Value of
Customer Complaints
Money via credits
and lost sales
Complaints cost you:
Time in resolution

7. The Negative Value of
Customer Complaints
to your customer’s satisfaction are
discussed with friends and colleagues
Complaints not dealt with

8. The Negative Value of
Customer Complaints
stress or low morale
Complaints can cause

9. The Positive Value of
Customer Complaints
increase customer
loyalty
Complaints resolved effectively can

10. The Positive Value of
Customer Complaints
your procedures
need to be
changed to
reduce repeat
errors
Complaints show you where

11. The Positive Value of
Customer Complaints
numerous other
people who had
a similar issue
but didn’t tell
you
Complaints reported to you represent

12. The Positive Value of
Customer Complaints
chance to turn
an unhappy
customer into a
satisfied one
Complaints are a

13. The Positive Value of
Customer Complaints
your clients
how your
business deals
with a problem
Complaints show

14. The Positive Value of
Customer Complaints
on social media
are seen by your
wider networks
Complaints made (and resolved)

15. The Positive Value of
Customer Complaints
identify product
improvement,
training needs
and modifying
promotional
material
Complaints can

16. The Positive Value of
Customer Complaints
great word of
mouth
Complaints resolved generate

17. What is a Customer
Complaint Log?
A simple record valuable in making sure
complaints are handled in a timely manner
and do not slip through the cracks
The log provides a
learning tool to
discover trends and
for teaching
employees

18. How to Keep a Customer
Complaint Log
Your log should include the following
Company name
(if B2B)
Complainant contact details
Complaint date
How the complaint was made
(social media, email, phone, walk-in)
Description of complaint
Person responsible for complaint
resolution
Status through to resolution Resolution date
Complainant contacted
– feedback from complainant
Complaint Closed

19. Review and Prevent
Review your complaint
log regularly to see
what trends or patterns
exist and where
countermeasures should
be taken to prevent
future complaints

20. Customer Complaint Log Template
If you would like a copy of a
customer complaint log
template, email me:
justine@yourva.co.nz
and I’ll send you my Excel version

21. For the full
article:
www.yourva.co.nz/how-to-keep-a-customer-complaint-log-and-why/