Develop a complaints procedure so that any complaints received by post, fax, e-mail, via the web, in person or by phone are logged and tracked. Most importantly make sure you deal with them in the timeframe agreed with the customer. A simple tracking method is to log each complaint by type, why it happened in the first place and which department is responsible for resolving the complaint (internal owners). Then set resolution timescales that are achievable and realistic from the customers perspective. It’s then a case of making sure that they are all actioned as agreed – if some don’t get actioned in time, find out who the internal owners are and resolve any issues immediately. Remember a satisfied complainant is more likely to re-buy than one who is not satisfied!

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