How To Keep A Customer Complaint Log – And Why!

July 1, 2015

Whether you manage a large company or are a sole trader, your customer complaints are invaluable.  No business is perfect and errors are a learning experience – believe me, I’m learning.   By documenting your customer complaints you will turn negative into positive, resulting in a more profitable business.

The negative value of customer complaints

  • Complaints cost you money via credits and lost sales
  • Complaints cost you time in resolution
  • Complaints not dealt with to your customer’s satisfaction are discussed with their friends and colleagues
  • Complaints can cause stress or low morale

The positive value of customer complaints

  • Complaints resolved effectively can increase customer loyalty
  • Complaints show you where your procedures need to be changed to reduce repeat errors
  • Complaints reported to you represent numerous other people who had a similar issue but didn’t tell you
  • Complaints are a chance to turn an unhappy customer into a satisfied one.
  • Complaints show your clients how your business deals with a problem
  • Complaints made (and resolved) on social media are seen by your wider networks
  • Complaints can identify product improvement, training needs and modifying promotional material
  • Complaints resolved generate great word of mouth

How to keep a customer complaint log

Your customer complaint log is a simple record valuable in making sure complaints are handled in a timely manner and do not slip through the cracks. The log provides a learning tool to discover trends and for teaching employees.  Your log should include the following:

  • The company name (if B2B)
  • Contact details of the complainant
  • Date the complaint was made
  • How the complaint was made (social media, email, phone, walk-in)
  • Description of the complaint
  • Person responsible for complaint resolution
  • Status through to resolution
  • Date of resolution
  • Complainant contacted – feedback from complainant
  • Complaint closed

Review your complaint log regularly to see what trends or patterns exist and where countermeasures should be taken to prevent future complaints.

If you would like a copy of a customer complaint log template, email me and I’ll send you my Excel version.

Need some help?  Talk to Justine about how having your very own VA can help you improve your customer service:

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