INFOLINK UNIVERSITY COLLAGE DILLA CAMPUS

DEPARTMENT OF BUSINESS MANAGEMENT

TVET - PROGRAMME MARKETING & SALES

HANDLE CUSTOMER COMPLAIN

PREPARED BY
INSTRACTOR- FISEHA BEKELE

MARCH, 2023
 CHAPTER ONE
CUSTOMER COMPLAIN
1. The Meaning of Customer Complain
Activity 1
Brain storming questions
I. Define the following important terms
A. Complain C. customer services
B. Customer Complain D. Good customer services
AS ISO 10002 Customer satisfaction guidelines for complaints handling in organizations
defines a complaint as – “An expression of dissatisfaction made to an organization, related to
its products or services, or the complaints-handling process itself, where a response or
resolution is explicitly or implicitly expected”.
A customer complaint is communication that alleges deficiencies during or after purchase.
 Appropriate response to customer complaints is essential to a business.
 A customer with a complaint that is resolved is more likely to return than a dissatisfied
customer who doesn’t voice any complaints.
 The average customer with an unresolved complaint will tell 9 to 10 other people.
 Customer complaints are important for a company because they help make the company
better.
1.1. The Meaning of customer services
What is customer services?
 Customer Service is a company’s ability to supply wants and the needs to
customers/guests.
 Good customer service is the ability of an organization to constantly and consistently
exceed the customer's.
 Good customer service is important for ensuring that customers are satisfied
2. The Rational for customers complain
Activity 2
I. Why do customers complain?
II. What proportion of unhappy customers complain in a business?
III.Are customers are always correct? Why?

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 According to different study results shows that 9% to 37% of unhappy customers
make complaints to the firms. The rest never bother to complain why don’t unhappy
customers complain? They think it is not worth the time or effort.
They further think that no one would be concerned about their problem or solve it.
They do not know where to go or what to do. Each happy customer will tell at least
six other people.
 A customer presents complain due to various reasons but the following are some of
the most common reason for complain:-
 Poor customer service attitude
 Overpricing,
 Wrong product:- like less quality product with high price
 Lack of adequate information,
 Delays unresponsiveness of service providers
 To get a better and improved the service
Are customers always correct? Why?
Customers are not always correct, because they are human being, as any human being
they may made mistakes in a marketing condition. However, the customer is always
the customer and this means simply that solving the problem is often more important
than who is right.
If you can solve their problem without blaming yourself or others, you will reduce
stress, everyone will feel better and you will be on your way to attaining.
3. Nature and types of customer complain
 Customer complain is different in nature and type, customer provide complain according
to their problem. They can provide complain on the bases of services, staff attitude,
mechanical or sometimes they may provide un usual complaints.
 Some of them may present very simple whereas the other can presents very difficult. The
followings are some of the natures and types of Customer complain.
A. Service complaints C. Mechanical complaints.

B. Staff Attitude complaints D. Unusual complaints

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 B. Staff Attitude Complaints
•This comes about due to unprofessional handling of our guests. Can be corrected through
professional behaviour and training.
C. Mechanical Complaints
•This usually has to do with fixtures in the establishment and can always be fixed.
D. Unusual Complaints.
These are complaints that the establishment has no control over. They can take almost any
imaginable form.
4. Types of customers
It is important to understand the different types of customers and how to handle each one. A
customer with a complaint that was solved is much more likely to return to the business
again.
There are different types of customers. They are:-
1. Aggressive Customer:-
2. High-Roller Customer
3. Rip-Off Customer
4. Chronic Complainer
5. Humble Customer
1. The Aggressive Customer:-
 It is a types of customer that presents their complain is unethically. For example, they are
readily complains, often loudly and at length.
 The response for aggressive customers should be listening completely and describe
carefully because, such kinds of customers does not respond well to excuses or reasons
why the product or service was unsatisfactory. However, if the customer is does not
understand you use alternative techniques to make them stable.
 To manage such kinds of customers it is important to follow company policy always.
2. The High-Roller Customer
 Expects the absolute best and is willing to pay for it. Likely to complain in a reasonable
manner.
 Your Response: Always listen respectfully and actively question to fully determine
cause.
 Always follow company policy.

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3. The Rip-Off Customer
 Their goal is not to get the complaint satisfied but to win by getting something that is
not entitled to be received. Often replies with a repetitive “not good enough” response.
 Your Response: Remain objective. Use accurate data to back up your response and
 Be sure the adjustment is within the range of what the organization would normally do.
 Always follow company policy.
4. Chronic Complainer
 Never satisfied, feels there is always something wrong.
 Your Response: Extreme patience is required. Listen carefully and never get angry. It is
best to give sympathy, a sincere apology, and a promise to correct the situation.
5. The Humble Customer
 Generally, will not complain. Most dangerous to businesses because they will most
often complain to others.
 Your Response: Must work hard at soliciting comments and complaints to act
appropriately to correct those problems.
5. The Gift of customer complaints
Group Discussion activity 3?
1. Do you believe customer complaint is a gift for Business man? Why?
2. What will happen when the customers met their needs?
Yes, customer complaint is a gift package because of the following reason:-
 They are given freely
 They are unexpected
 They come as a surprise (usually)
 It gives free direct communication from the customer about service failures,
 Competitor’s offerings
In addition to these, a complaint gives you the opportunity to: Increase customer trust
build long term relationships-customers will use your services again if they believe
complaints are welcomed and addressed rectify service failures.
Customer complaints define what customers want without conducting a survey/ market
research, as a result it reduce the costs of market research.
If a customer is complaining, you are being given a chance to retain that customer.

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5.1. The customer’s needs when they complain
When the customers complain the intended to fulfil their interests related to product or
services. The followings are some of the customer needs when they complain:-
 Needs relating to the complaint to have their concern dealt with quickly, fairly and
properly
 To be given what they have been denied and perhaps an apology
 To have action taken to rectify a problem or
 Address concern-needs as individuals to be heard to be understood to be respected.
5.2. When the customer’s need is met
When the customers met needs primarily you automatically engage your customer as your
advocate! Who is your advocate?
 Advocate in this regard refers to a person who publicly supports or recommends
you someone who speaks, or argues in your favour.