It is a business case that studies the implementation of complaints handling management system, that is complied with ISO 10002, and studies how it enhance customer satisfaction, Loyalty, and corporate image.

1. Enhancing customer satisfaction,
loyalty, and Corporate Image, through
Improving the Complaints Management System
A study to apply a complaint management system, compliant to ISO 10002-2004
(Provided by Ahmad Heshmat)

2. ‡ Customer Satisfaction is customer s perception of the degree to which
the customer s requirements
have been fulfilled. *
A complaint is an expression of dissatisfaction made to an organization,
related to its products, or the complaints handling process itself, where a
response or resolution is explicitly or implicitly expected. *
complainant person, organization or its representative, making a
complaint *

5. 5 WAYS TO BENEFIT FROM CUSTOMER
COMPLAINTS
‡ 1.Handle Complaints As Opportunities
‡ 2.Encourage Customers To Express Dissatisfaction
‡ 3.Consider the Customer s Perspective
‡ 4. Establish Documentation, Maintain Records
‡ 5. Train Employees

6. 1.Handle Complaints As Opportunities
‡ A complaint can be seen as a problem or an opportunity. Problems are not welcomed.
Looking at the complaint as a problem creates fear and discomfort. A fearful and defensive
environment that searches for the guilty party and shifts the blame is not supportive of
creative actions and performance improvement.
‡ Opportunities are appreciated. An organization that sees opportunities in complaints is trying
to gain the maximum benefit from customers feedback. Such companies are open to
complaints and actively use them to improve their reputation, credibility, and customer
confidence and satisfaction.

7. 1.Handle Complaints As Opportunities
‡ Everyone in the organization must believe complaints are useful.
The following rules will help you achieve this
± Conduct training for all managers and customer- facing staff on the
current world class best practices in complaint handling (see ideas five
and six for details).
± Receive senior management endorsement to look on complaints as
positive, and make sure all employees are aware of this.
± Separate disciplinary procedures from the complaint handling process.
By following these rules, you will contribute to a no blame culture in
your organization, eliminate fear and discomfort among personnel
involved in complaint handling and improve the work environment

8. ‡ emotions and attitude of workers impact results such as
productivity, quality, service, revenue and profit.
Understanding the powerful role of emotions in the
workplace sets the best leaders apart from the rest. *
‡ * 1. Danial Goleman, Richard Boyatzis and Annie McKee, Primal Leadership Realizing the Power of Emotional Intelligence,
Harvard Business School Press, 2002.

9. Test To Identify Attitude Toward
Complaints

10. 2.Encourage Customers To Express
Dissatisfaction
‡ By encouraging customers to express their complaints, your organization increases its chances of
retaining dissatisfied customers. Did you know
‡ Just 4% of dissatisfied customers complain, while 96% go to competitors.*
‡ 90% of defecting customers never come back.*
‡ 90% of customers whose complaints are resolved do nodefect.*
‡ A dissatisfied customer usually tells up to 10 people about negative experience.*
‡ It will cost an organization five to six times more to attract new customers than
to keep old ones.*
The ability to uncover and resolve dissatisfaction contributes
strongly to its good image, reputation and profitability.
* M.W. Lowenstein, Customer Retention An Integrated Approach for Keeping Your Best Customers, ASQ Quality Press, 1995.

11. 3.Consider the Customer s Perspective
‡ An organization must appreciate a customer who
takes the time to complain and provide him or
her with a timesaving and convenient complaint
handling process. While designing a complaint
handling process, first think of who your
customers are.
ASQ news letter, January 2007.

12. 4. Establish Documentation, Maintain
Records
‡ Informal policies and inconsistent complaint handling
processes, cause more complaints than they help resolve.
Our research data show documented policies and processes
reduce errors and mistakes by at least 48% and improve
efficiency and performance by at least 37%.*
* Quality Academy Ukraine, unpublished research results, 2005.

13. 5. Train Employees
‡ Employees who deal with customers represent the service organization in the eyes of the customers,
so the best complaint handling processes operate with a skilled and trained staff.
‡ It is essential to provide relevant, high quality training to the complaint management staff and its
supervisors and managers.
‡ The training must enable top and middle managers to establish an effective complaint handling policy
and objectives, design an effective complaint handling process, integrate it into the management
system and provide needed control over it.
‡ Training must also enable the staff that interfaces with customers to use complaint handling principles
and recognize and address the needs of complainants while providing the standards of courtesy,
acknowledgment and response, as established by the organization s complaint handling procedures.
ASQ news letter, January 2007.

14. Application of ISO 9004 to Complaint
Handling
ISO 9004 quality management principle To properly apply the quality management principle to complaint handling
Customer focus Focus complaint handling on customers /complainants needs and
requirements.
Leadership Ensure leaders commitment to effective and efficient complaint
handling
Involvement of people Train employees to work with customers/complainants, and motivate
them to improve their skills.
Process approach Manage complaint handling as a process.
System approach to management Identify how the complaint handling process interacts with other
business processes in your management system.
Continual improvement Continually improve the effectiveness and efficiency of the complaint
handling process.
Factual approach to decision making Analyze complaint handling information and data to make decisions
for improvements.
Mutually beneficial supplier relationships Provide suppliers affected by the complaint with adequate
information so they are able to make improvements.

15. How to keep our customer happy?
‡ In today s modern marketplace it is essential to keep our customers
satisfied. As a successful organization we should know how to
translate our customer s needs into relevant solutions.
‡ To remain competitive we need to implement an effective
complaint handling system that will provide market intelligence and
build customer loyalty.
‡ Standards help to establish, operate and maintain effective
complaints handling system.
‡ It will help encourage market loyalty and improve competiveness
locally and overseas.

16. why Organizations should establish effective
complaints-handling systems?
Reasons may include
‡ Reduce or avoid bad publicity that can arise when complaints are not dealt with or are dealt with
ineffectively.
‡ Serve as an early warning of trouble spots.
‡ Complaints data can give an indication of where an agency is not meeting its customers
expectations.
‡ Complaints feedback can assist in quality control. An agency can meet its Charter obligations on
complaints handling where these exist.
‡ Assist in setting service benchmarks for the organization.
‡ Assist in identifying information, policy, process and service deficiencies.

17. A study
In the American Express-SOCAP Study of Consumer Complaint
Behavior in Australia,
the Summary of Major Findings included a finding that effective
complaints-handling practices had a positive impact on brand
loyalty and that upgraded complaints-handling practices can
significantly improve brand loyalty.
This finding has been supported by recent surveys.

18. ISO 10002 2006 Customer satisfaction
Guidelines for complaints handling in
organizations
This Standard provides guidance on complaints
handling including planning, design, operation,
maintenance and improvement. It includes the most
up-to-date practices and the latest techniques.

19. Implementing ISO 10002 can help to:
‡ Develop an open and responsive complaints-handling process
‡ Resolve complaints in a consistent, systematic and responsive manner
‡ Identify trends, eliminate causes of complaints, and improve an
organization s operations
‡ Create a customer-focused approach
‡ Encourage staff to improve their skills in working with customers
‡ Develop continual review and analysis of the complaints handling
process, the resolution of complaints, and process improvements.

20. ‡ This Standard sets the benchmark for complaints
handling around the globe *
* New Standard to Boost Customer Satisfaction Standards Australia press release. 2 May 2006

21. INTRODUCTION
ISO 100022004 Complaints Management System provides guidance on the process
of complaints handling related to products within an organization, including:
‡ planning,
‡ design,
‡ operation,
‡ maintenance and improvement.
The complaints handling process described is suitable for use as one of the
processes of an overall quality management system. The international standard
provides a framework that the information obtained through the complaints
handling process can lead to
‡ Improvement in products and process
‡ Improve the reputation of organization

22. APPLICABILITY
Complaint Management System compliant to
ISO 100022004 is relevant to any organization
that wishes to exceed customer expectations,
a basic requirement for businesses of all types
and sizes, whether they re in the private,
public or voluntary sectors.

23. BENEFITS
ISO 100022004 addresses all aspects of complaints handling
with benefits as below:
‡ Management System
‡ Customer Satisfaction
‡ Management Focus
‡ Brand Improvement
‡ Credibility
‡ Customer Confidence
‡ Improved Efficiency
‡ Better Relationship
‡ Continual improvement
‡ Transparent System
‡ Auditable System
‡ Synchronization

24. Management System
‡ This is a management system, therefore, all ingredients of
management system are inherited in the complaint
management system compliant to ISO 10002:2004, reviewing
the effectiveness and efficiency of the complaints-handling
process.

25. Customer Satisfaction
‡ Enhance customer satisfaction by creating a
customer focused environment that is open
to feedback (including complaints), resolving
any complaints, and enhancing the
organization's ability to improve its product
and customer service;

26. Management Focus
‡ Management commitment through adequate
acquisition and deployment of resources,
including personnel training;

27. Brand Improvement
‡ Certified complaint management system
demonstrates to customers other
stakeholders that recognizing and addressing
the needs and expectation of complainants,
you have processes in place to handle, analyze
and review complaints to improve the product
and customer service quality.

28. Customer Confidence
‡ By adopting the management system, ability
to retain the loyalty of customers is enhanced.
Customers feel confident of commitment for
the resolution redressal of any of their query
or complaints.

29. Improved Efficiency
‡ Implementation and certification ensures a
consistent process to handle customers, which
enable to identify causes and eliminate the
causes of complaints, as well as improve
organization s operations.

30. Better Relationship
‡ System helps to adopt a customer-focused
approach to handle, analysis and review
complaints and encourage personnel to
improve their skills behavior in working
with customers.

31. Continual improvement
‡ It provides a basis for continual improvement
and analysis of complaints-handling process,
redressal of complaints with improvements to
be made.

32. Transparent System
‡ Provide complainants with an open, effective
and easy-to-use complaints process.

33. Auditable System
‡ Complaint management system is auditable, thus
auditing of the complaints-handling process gives
accuracy of the system compliance.

34. Synchronization
‡ It is developed as guidance for an organization's
complaints handling process. It can be used alone or
in conjunction with ISO 9001- Quality Management
System of Organization.

35. COST
‡ Manpower
‡ Managerial structure
‡ Information System
‡ Certification

36. Return on Investment
‡ Increase customer satisfaction
‡ Increase customer Loyalty.
‡ Increase customer confidence in Mobinil
‡ This will reflect forth reputation
‡ And for the market share.
‡ Decrease the cause of poor quality and nonconformity
‡ Enhance the communication between the Dep.s
‡ To establish a lead benchmarking position in the
Egyptian telecom field, concerning the complaint
handling.
‡ Enhance our process.

37. ‡ Thank you