Efficient analysis, handling and use of customer complaints

Abstract

Even though scientific research developed several complaint management models and methods for prevention of failure reoccurrence like the 8D-Report, companies are often still not able to manage customer complaints efficiently. This is because existing complaint management models focus on short term customer satisfaction and do not provide a management process for an efficient complaint handling within companies. Also existing methods for the prevention of failure reoccurrence are inefficient if there are not embedded into a stringent organization. Therefore a holistic complaint management process with clear roles is needed which enables companies to secure an efficient and stringent analysis, handling and use of customer complaints for the continuous quality improvement. Thus companies are able to react immediately on market demands and adjust products accordingly which is a significant competitive advantage.