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It is vital for a business like Cadbury World to deal with complaints appropriately.Why? Because it prevents negative press in the newspapers as someone may goup to the media and seriously complain because Cadbury World didn’t deal withtheir problem or with any issue and the message will spread and less customerswill visit Cadbury World. It will maintain a positive business image if thecomplaints are dealt with immediately and efficiently. Prevents bad word ofmouth as the customer may go home and tell family and friends about theircomplaints and then there’s a chance of no one going to Cadbury World, if yousort it out, there and then and give the customer a voucher or discount along withan apology then the customers may come again and tell everyone that CadburyWorld dealt with my compliant appropriately and gave me an apology along withvouchers/discount. This then would lead to Cadbury World getting morecustomers and their business being repeated.There are a range of complaints that customers report to about Cadbury World,such as customers could complain of the lack of free chocolate, unclean toiletsand waiting too long for on the phone to enquire or complain about something.The procedures of dealing with complaints: Cadbury World has a complaint policywhich is a written policy which staff has to follow. All staff at Cadbury World istrained to deal with complaints, there are several ways of complaining, and someof them are as follows:Letter/phone:If you phone or post your complaints then Cadbury World follow their policywhich is to contact you back within 5 working days, within those 5 days CadburyWorld will investigate it and find a solution or outcome and then respond by anapology and a ‘sweetener’ which is a voucher or discount for the customer, whichmay wan the customer to come and visit Cadbury World again. Every complaintgets recorded on a spreadsheet and in their meetings they discuss them.In person a) Straight forward complaints- these are dealt with by a member of staff and their aim should be to solve it immediately, these sort of complaints are not recorded for example if a customer needed toilet roll, or help getting of the
cadabra ride then the staff would give it to them or help the customer and the issue is dealt with, there and then.b) Serious complaints- these are recorded in a spreadsheet and they have to fill out a complain form with the customers and staff details as well as the factual details. These are recorded on a spreadsheet on Microsoft excel. If the staff can’t deal with the issue then they give the complain to someone higher than them in the ‘chain’If a member of staff can’t deal with the issue then they must give thecomplaint to someone higher than them in the ‘chain’, for example if thecomplain was made in the shop and one off the assistants couldn’t deal withthe complaint then they must give it to the shop manager.It is important for the customer to see the complaint being dealt withefficiently as the customer wouldn’t get more frustrated or make anothercomplain because this will be worse for Cadbury World and give a negativeimpact towards others, it also eases the customers mind as they see thatthey’re important because their issue is dealt with, the customer then calm’sdown and it distracts the customer from the issue and attracts them towardsthe factual information of the issue such as were, when, how and why theissue occurred.The advantages of Cadbury World’s complaints policy:Cadbury World can deal with serious and straight forward complaints withoutdelaying it further, they also deal with It by online, this makes it easy forcustomers with internet access, as the customer just goes on to the website,and a link directs them to the complaint form.The disadvantages of Cadbury World’s complaints policy:the bad things about the complaints policy is that when people send theircomplaints they may consider 5day’s to be too long to deal with thecomplaint, also if it’s a much more serious issue then they should deal with it assoon as possible and not to leave it up to 5 working days. Cadbury World hasno ‘complaint line’ number so the only way to complain is by post oremail/website which is not ideal for people without internet access.
If Cadbury World were to ask me my opinion on how they should deal withcomplaints better than I would say the following:Staff should never offer compensation if they don’t have the authorisation todo so, e.g. if you said to the customer that we’ll give you 2 free Cadbury Worldvouchers to satisfy the customer, and then you ask the manager to send themtheir vouchers, the manager may say no and then the customer will complainagain firstly for their original complaint and then for not receiving theirvoucher.Always involve the customer when you have a solution for the problem tomake them feel better, involved, important, in control and valued. This wouldlead the customer to come again to see the result at Cadbury World to improvebusiness.The staff must always take factual information, like what day, time, how,where etc. they must record the information in front of the customer or overthe phone, there and then. The fact’s then should be passed on to thecomplaints department to deal with it further.When the customer is speaking, staff must never interrupt as this make thecustomer more frustrated and angrier, you should let them finish and bepatient. If the customer is in front of you then you would use something calledempathy which is putting yourself in the customer shoes, and match theiremotions, for example if the customer complaints and they’re really upset thenyou must feel like you’re upset too.