Many problems arise from customer complaints. An internal customer’s complaint could involve one department complaining that they cannot use the output of another department. An external customer complaint could involve a customer complaining to a dealer that a transmission ‘shifts funny’.
Frequently the wrong problem is solved and the customer complaint is not addressed. It is very important that the customer complaint be clearly understood. The only method to ensure this is to have direct customer contact.
For internal customers, it is advisable to have representatives from the complaining organization as part of the problem solving team. In many cases this approach is the only way a problem can truly be solved.
External customer complaints typically require direct interviews to understand why the customer is not satisfied. It is not unusual for a customer complaint to be misrepresented by a company reporting system that classifies problems in prearranged standard categories.