BSBOPS305 PROCESS CUSTOMER COMPLAINTS

BSBOPS305

PROCESS CUSTOMER COMPLAINTS

Contents

Overview 4

Topic 1: Receiving customer complaints 5

Topic 2: Processing customer complaints 17

Topic 3: Resolving customer complaints 22

Overview

The Student Guide should be used in conjunction with the recommended reading and any further course notes or activities given by the trainer/assessor.

Application of the unit

This unit describes the skills and knowledge required to handle complaints from customers.

The unit applies to those who apply a broad range of competencies and may exercise discretion and judgement using appropriate knowledge of products, customer service systems and organisational policies to provide technical advice and support to a team.

No licensing, legislative or certification requirements apply to this unit at the time of publication.

Learning goals

Learning goals include:

• You are able to receive complaints according to organisational policies and procedures.

• You are able to process complaints according to organisational policies and procedures.

• You are able to resolve complaints according to organisational policies and procedures.

Topic 1: Receiving customer complaints

This topic focusses on the initial contact with customers and receiving complaints, it includes assessing the complaint, informing relevant stakeholders, and documenting complaints all according to organisational policies and procedures and in readiness for processing complaints.

Introduction

Its important to firstly understand why there should be a system for processing and addressing customer complaints:

Customers can be both internal and external to an organisation. For example, an internal customer could be a person within your organisation requiring help desk support. An external customer could be a client.

To help a customer with a complaint, you need to understand what their needs are, the type of customer service required, the limitations and boundaries of the organisation and provide any choices, or options to support their needs based on these.

Customer complaints

Most businesses will receive a customer complaint at some stage. Complaints could be about any number of issues that all stem from dissatisfaction with the product or service provided. Common complaints relate to:

• defective products

• poor customer service

• incorrect information/advertising.

It is tempting to think of a customer complaint in a negative manner but if complaints are handled correctly, they can also provide an opportunity for the business to improve!

	Activity: Read
	This article discusses how customer complaints are good for a business: http://www.superoffice.com/blog/customer-complaints-good-for-business/ Take any notes to summarise what you have read and keep for future reference.

Activity: Reflect and discuss

Reflect on a time when you have had to complain (or been in the company of someone else complaining). Write an overview of the situation, then outline how the complaint was handled. What was the outcome? What were the positive and negatives of the situation? How would you have handled the situation if you were dealing with the complaint? Did they retain the custom of the person complaining? Your trainer/assessor will facilitate a discussion after you have finished the activity.

Assessing complaints

If you are in a role where you are required to handle complaints from customers, you need to understand how to do so, according to organisational policy. Policies for example, could include a customer service policy, customer service standards and customer complaints handling.

Complaints handling policy and procedures for organisations will vary in their content, however, the common purpose will be to provide clearly structured guidelines to follow, based on best practices, standards, compliance to legislation and to meet organisational objectives. A policy may include:

• information about how customers can make a complaint (this can be both informal and formal)

• outlining the steps that need to be taken to receive, process, and resolve complaints

• options and solutions that can be offered to resolve complaints

• effective communication needed to resolve complaints

• a line of authority for escalation

• escalation procedures.

Within a policy, you may also find internal communication protocols, including lines of authority, documentation, records and language that must be followed:

	How to record complaint logs.
	Telephone techniques to be followed.
	Approvals or lines of communication.
	Nominated means of communication for identified purposes, for example when to email or telephone.
	Following a style guide when preparing written communications such as for templates reports, letters, emails or recording complaints.
	Use of language, structure, format, professionalism, the use of gender language, not using jargon and writing in clear plain English.

As a worker you will need to have a depth of understanding and knowledge of these policies and procedures as well as the products and services provided by the organisation, to support your decision making for complaint handling.

	Activity: Read
	Review this example of a customer complaints handling procedures: https://www.business.gov.au/People/Customers/Communicate-with-Customers/Tips-for-handling-customer-complaints Take any notes to summarise what you have read and keep for future reference.

Organisational policies may also include any legislative compliances so that they can be applied and followed by workers in their roles and responsibilities.

For example, there are key provisions of legislation relating to customers rights, including Australian consumer law and consumer guarantees and warrantees.

The Australian Consumer Law is a single, national law concerning consumer protection and fair trading, which applies the same way nationally, and in each State and Territory.

Under the Australian Consumer Law, when a customer buys products and services, they come with automatic guarantees that they will work and are fit for purpose. Thus, if the product or service does not work/is not fit for purpose, consumers have rights to repairs, replacements or refunds for products and for services cancelling the service or in some cases compensation for damages and losses.

Consumer guarantees that apply for both products and services under the Australian Consumer Law:

Consumer guarantees are essentially a promise that the product or service is fit for purpose. Most products or services come with automatic guarantees.

A warranty is a voluntary promise from a supplier or manufacturer that may give an extended guarantee in effect. These warranties do not override or limit consumer guarantees and consumers may be entitled to a repair, replacement or refund, even if any voluntary or extended warranty has expired.

Under Australian consumer law, a person or business is considered to be a consumer with a right to a guarantee if:

• they purchase goods or services that cost less than $40,000.

• the goods or services cost more than $40,000, but they are of a kind ordinarily acquired for domestic, household or personal use or consumption.

• the goods are a commercial road vehicle or trailer used primarily to transport goods on public roads.

Businesses that sell goods, guarantee that those goods:

• are of acceptable quality the goods must be safe, lasting, have no faults, look acceptable and do all the things someone would normally expect them to do.

• are fit for any purpose that the consumer made known to the business before buying (either expressly or by implication), or the purpose for which the business said it would be fit for.

• have been accurately described.

• match any sample or demonstration model.

• satisfy any express warranty.

• have a clear title, unless you otherwise advise the consumer before the sale.

• come with undisturbed possession, so no one has the right to take the goods away from or to prevent the consumer from using them.

• are free from any hidden securities or charges.

• have spare parts and repair facilities reasonably available for a reasonable period unless the consumer is advised otherwise.

Consumers are not covered by consumer guarantees for products that are: bought at one-off sales by private sellers; e.g., garage sales and ftes bought at auctions, where the auctioneer acts as agent for the owner normally used for business and more than $40,000 was paid; e.g., machinery and farming equipment bought to re-sell used as part of a business to: o manufacture or produce something else; e.g., an ingredient o repair or use on other goods or fixtures.

Services must:

• be provided with acceptable care and skill or technical knowledge and taking all necessary steps to avoid loss and damage.

• be fit for the purpose or give the results that you and the business had agreed to.

• be delivered within a reasonable time when there is no agreed end date.

Consumer guarantees do not apply if a consumer:

• got what they asked for but changed their mind, found it cheaper somewhere else, decided they did not like the purchase or had no use for it.

• misused a product in any way that caused the problem.

• knew of or were made aware of the faults before buying the product.

• asked for a service to be done in a certain way against the advice of the business or were unclear about was required.

It is therefore important to understand the legislative background to consumer guarantees and warranties, especially if a customer is making a complaint.

	Activity: Read
	Read more on consumers rights and obligations: https://www.accc.gov.au/business/treating-customers-fairly/consumers-rights-obligations Take any notes to summarise what you have read and keep for future reference.

The way you assess a complaint will therefore be according to your organisations policies, however, you will also have to use your own judgement and apply effective communication. More on this later.

When you receive a complaint, it could be in different formats and on various platforms; for example, over the phone or in writing could be an online chat platform, a telephone call, a social media post, an email or a letter.

If the complaint is received verbally, you will need to ensure you document the complaint according to the organisational procedures. In most cases, however, you will need to advise the customer that they should put their complaint in writing. This may be in the form of an email, text, letter or using a complaints form.

Regardless of the format you receive the complaint once you receive it you should carefully study and assess the complaint. This initial review process is important in determining whether the complaint is valid or not and the action that should be taken.

For example, if a training company offered a workshop and a customer complained that they had not enjoyed the food at the workshop, the issue would need to be properly assessed first to see if the customers complaint regarding the food was really an issue or whether it was just this particular customer that did not enjoy the food.

Every organisation will have their own policy and procedures to follow for assessing a complaint; it may be part of the complaints procedure or customer service policy. The way a complaint is handled will depend on the assessment made; it may include a return, a guarantee, a return, compensation or escalated for further investigation.

Lets look at a general strategy that could be used for assessing a complaint, assuming that it follows an organisational policy for complaint handling:

The next step may be to inform any relevant stakeholders that the complaint has been received. This could be confirming with the person that complained, a manager, a department or any person that may be affected by the complaint or who must be informed according to policy. For example, if a complaint is received you may have to respond to the complaint within a certain period and as part of customer service provide confirmation of its receipt.

When you are informing stakeholders that a complaint has been received, you will need to:

• provide information in a clear and structured format according to any organisational style formats and policy for communication.

• be concise and factual.

• write or communicate in a professional manner that represents the organisation that you work for.

• follow organisational policy and procedures for receiving complaints, for example you may have to complete a complaints register.

Most importantly, you need to use effective communication techniques for handling customer complaints. You may need to handle a complaint as it occurs, for example over the phone or someone who you see face to face.

Effective communication

You may have to follow organisational policies and procedures for the communication techniques that you implement for handling customer complaints. For example, you may need to relate to a script, address the person complaining by their last name or refrain from using technical jargon. Effective communication is important to explore customer needs, develop rapport and build relationships whilst dealing with a complaint.

Therefore, we will look at some common communication techniques that could be applied to handling customer complaints.

Effective communication skills include:

• speaking clearly and concisely

• demonstrating empathy

• using non-verbal communication to assist with understanding

• asking questions to identify required information

• responding to questions as required

• using active listening techniques to confirm understanding.

Therefore, when we talk about effective communication, this encompasses not only the ability to convey information but to do so in an effective and efficient manner through verbal, non-verbal and written skills that is respectful and clear in meaning.

Verbal		Verbal communication is the most common form of communication. It relies on our ability to speak and hear the spoken words to understand the intended message. Note that verbal communication includes all languages including signed languages such as AusLan and computer-aided languages. This includes the tone of voice, volume of voice, the language used, the speed of communication and using paraphrasing to confirm understanding.
Written		The way you communicate using the written language such as how you write and structure organisational documents or communicate with clients.
Non-verbal		Non-verbal communication refers to the non-verbal cues that you use when communicating. Non-verbal cues include body language such as gestures, body movements, facial expressions, posture, eye contact, nodding your head.

Appropriate language

Consider the diverse range of people that you may be communicating with: people from different backgrounds, genders, cultures, ages, people with disabilities, mental health conditions, people holding different values, beliefs, and preferences.

When communicating either in writing or verbally, it is also important to use appropriate language.

In all communication, language used must be:

• respectful and sensitive to individual needs, personal dignity, situations, points of view and background.

• inclusive in terms of accommodating diversity and avoiding ageist, racist or sexist terms and language that is biased.

• honest, civil and polite, avoiding bad language and words or terms that may give offence.

• p providing a sense of optimism to inspire and motivate others (even when negative comments or feedback need to be provided).

• jargon-free; unless certain the recipient or audience is familiar with the words used.

• free of slang.

You may find that you will need to modify and adjust your communication methods to support effective communication with people with diverse backgrounds. This includes demonstrating respect, being inclusive and address any communication challenges that people may have.

Some examples are individuals that:

• have English as their second language

• come from a different generation

• are from a different culture, spiritual background or ethnic group

• require assistive devices or technology to support eyesight, hearing or physical disabilities

• associate with a non-binary gender

• suffer from a learning difficulty.

Activity: Read

Read the following articles on verbal and non-verbal communication. Difference between verbal and nonverbal communication: https://difference.guru/difference-between-verbal-and-nonverbal-communication/ Managing nonverbal communication in the workplace: https://roubler.com/au/nonverbal-communication-workplace/ Nonverbal communication in the workplace: https://www.thebalancecareers.com/nonverbal-communication-in-the-workplace-1918470 Take any notes to summarise what you have read and keep for future reference.

Using effective communication can help you confirm your understanding of a complaint, help to clarify a customers needs and make an informed assessment. This includes using effective listening and questioning techniques so that you find out or clarify information received.

Effective questioning techniques can include:

	Open-ended
	Used to begin a conversation or to obtain more information about something the speaker has already said.
	Example: Can please explain how this happened?
	Closed
	This generally requires a one word or yes/no answer. Its good for confirmation.
	Example: Was the keyboard included in the package?
	Leading
	Usually, leading questions are used to achieve a preconceived outcome.
	Example: The meeting should start early, dont you think?
	Probing
	These are asking for more detail or to follow up on a previous statement to delve deeper into an issue or problem.
	Example: If the meeting was cancelled there must be a good reason?

Active listening skill means paying attention to the speaker, both to verbal and non-verbal cues and are essential in relation to customer service and complaint handling.

We are often distracted by our own thoughts, feelings and opinions and so tend to hear what we want to hear or expect to hear. Active listening requires us to suspend our internal thoughts and give your full attention to the speaker. If we are in a conversation with someone and we let our minds wander, we may miss an important piece of information which can be embarrassing later or even damaging for the business.

Active listening skills include:

• Paying attention to the other person and avoiding distractions and interruptions so you are focussing on what is being said.

• Asking questions to show you are engaged, encourage the other person to continue talking and obtain more information.

• Encouraging them to keep talking through a variety of strategies such as smiling, nodding, saying I see, Interesting or Go on.

• Taking notes to demonstrate you are paying attention.

• Leaning slightly forward and making eye contact to show interest.

• Paraphrasing what the other person says to prove you have heard and understood.

• Not interrupting.

• Empathising with the other person factoring in how they are feeling as well as what they are saying.

• Not being judgemental about what the other person is saying.

• Factoring in body language.

• Reading between the lines.

Using these techniques can help you to assess the complaint and provide effective customer service!

	Activity: Watch
	Watch the following videos on effective listening skills. Video: https://www.youtube.com/watch?v=IwWj_SfDpzg (05:26) Video: https://www.bbc.co.uk/teach/skillswise/listening-for-specifics/zrfqrj6 (01:13)

Documenting complaints

As touched upon earlier, it is important that complaints are recorded and documented. In particular, you may need to follow organisational policies and procedures. For example, inputting the complaint into a database, using a complaints form for verbal complaints, ensuring that customers complete an online complaints form or specific documentation that form part of a complaints handling procedure such as a complaints register (complaints are recorded with the date of the complaint, a summary of the complaint, the assessment made, priority, actions taken and status).

Documenting complaints provides a historical record, which you can always refer back to if needed for information, be used as part of an escalation procedure, following up a complaint or keeping for compliance requirements.

For example, a customer may tell you that they spoke to a customer representative at least 4 weeks ago. If the conversation was recorded or documented by the representative, then this can be confirmed as to whether or not that was the case. Another example would be if a complaint was made and recorded in a complaints register then the information can be used if there is any dispute with the complaint initially received.

Activity: Read

Review the following document about effective complaints handling: http://www.ombudsman.wa.gov.au/Publications/Documents/guidelines/Effective-handling-of-complaints-made-to-your-organisation.pdf Based on your reading, what could be possible remedies that can be used in relation to customer complaints? How are such remedies best negotiated? Take any notes to summarise what you have read and keep for future reference.

	Activity: Research and discuss
	Find a complaint handling policy and procedure for a company of your choice on the internet. Summarise the companys procedures for handling complaints. Keep for future reference.

	Activity: Watch
	Watch this humorous video, which is a compilation of varying customer complaints. Video: http://www.youtube.com/watch?v=HGyMGRc32QI (04:31) During each video, take notes on how the complaint should have been handled, according to the complaints handling procedure you researched in the previous activity. Your trainer/assessor will facilitate a discussion where you can share your approach.

Activity: Practical role play

Divide into pairs. Your trainer/assessor will allocate each group with a role, either client or customer service provider. Firstly, create a complaints register in a table, using either spreadsheet or word processing software. Use a structured format with headings and include as much information as you think you will need. At a minimum it should include headings such as: the nature of the complaint, who it was made by, the date, the time, an assessment of the complaint. Choose the role that you will play first. Clients: select a complaint to make from the following options: Double booking for a hotel room on your honeymoon Turning up for an appointment and it is cancelled when you arrive Receiving the wrong order through the post and having been told to post it back at your cost. Five-hour delay for a flight caused you to miss a very important meeting. At a restaurant the wrong food arrives, dishes ordered are missing and you have been waiting for over an hour for it to arrive. Customer service provider: record the complaint in the register developed. During your discussion, use effective written and verbal communication skills, listening and questioning technique to gather information and confirm understanding. Then send an email to the client confirming the details of the complaint and that it has been received. You need to then swap roles and carry out the role play again. Submit all work as professionally written documents within the timeframe allocated. Your trainer/assessor will provide your group with feedback.

Topic 2: Processing customer complaints

For this topic, we cover activities involved with processing customer complaints including identifying those that require escalation, finding out further information to resolve complaints that can be managed without escalation and preparing all the information you have to resolve the complaint, according to organisational policy.

Escalation

In some instances, complaints may need to be referred for escalation to a supervisor, an expert, or even to a third party. This is because not all problems can be solved initially and may require a person who is better equipped to deal with the complaint, someone who is authorised to make decisions based on a complaint, a person who is the next line of authority to handle the complaint type or it might require specialist advice due to compliance or legal requirements.

Escalating a problem means that it is being referred to someone at the next or higher level.

Escalation may be at the request of a client, from a third party or because the person dealing with the problem is unable to solve it at their level of responsibility. It may also be a general escalation from initial assessment that the service required is beyond the scope of the first level of support.

Organisational policies and procedures usually define the levels of escalation or provide a framework for guiding an employee when an incident requires the next level support.

The way in which issues or complaints are solved for customers, will be largely dependent on the way in which an organisation has been structured and the policies and procedures in place to deal with the problems.

For example:

As you can see from the figure above, the structure defines each persons role, their duties and responsibilities as well as the line of authority and the way in which client problems may be escalated through the different levels of the organisation.

A clearly defined procedure can provide structure and guidance so that you can identify complaints that require escalation and follow the process to implement the escalation. For example, a procedure for dealing with a complaint issue for a client:

There can be any number of reasons why a complaint requires escalation:

• A customer may request escalation.

• A customer may request that the complaint is prioritised.

• A customer may seem agitated and become unreasonable.

• The complaint may be deemed to be an escalation complaint.

• The complaint may not be able to be resolved in the first instance.

• The complaint may require a third party (for example, relating to legal issue).

If a complaint requires escalation, then you would need to follow the procedure to determine the next step. For example, you may need to complete documentation, contact the customer to confirm the escalation process, inform the next level of authority and then update the information in a database.

The policies and procedures should also provide guidance on how to troubleshoot problems, prioritise problems, documentation to use for recording and processing complaints and how to communicate each step of the process.

You may find that the complaint can be resolved without any further escalation, however, this may require finding out additional information needed to resolve it. For example, a customer might have a faulty item that they want to returnthe complaint may come through an online complaints form and you need to contact the customer to find out, if for example, they are still covered by warrantee or to find out the product number so that you can identify if it there is a known fault. You may be able to then resolve the complaint with the information provided.

Sometimes customers may need to be referred to an external body if they are not happy with how you as a business have actioned their complaint. These external bodies may be state or territory consumer protection agencies, the Australian Competition and Consumer Commission or tribunals.

While it is up to consumer what external body they go to for help, it is important for a business to direct consumers to these bodies should they not be satisfied with the internal complaints handling procedure.

	Activity: Read
	Read the following on the escalation process followed at iiNET and identify what the external complaints referral process is: https://www.iinet.net.au/about/legal/complaints-escalation-process/ Take any notes on the key takeaways. Your trainer/assessor will facilitate a discussion.

Preparing information

To effectively resolve a complaint, you will need to provide accurate, complete, relevant and timely information.

Within an organisations complaints handling procedure, there should be standard documentation that will guide you for the information that you need to ask the customer in order to deal with their complaint effectively. The standard information could be details such as the customer account number, best contact method, and then a list of prompts to illicit information pertaining to the complaint.

However, you may also be collecting information from external sources, different colleagues, organisational policies and procedures relevant to the complaint, researched information about the complaint or reports from information systems or databases that will support resolving the complaint.

Subsequently, this can involve a lot of preparation including collating and analysing the information and then presenting in a format that I clearly structured, understandable, concise and then dealt with in a timely manner.

This could be for organisational records, to distribute to a third party, for a supervisor to review or to help you go through information with a customer.

Activity: Group work

Divide into pairs. This will be your team for further group work activities. Ensure that you divide the work equally and plan out the tasks so that they are successfully completed within the timeframes allocated by your trainer/assessor. When you are addressing customer complaints, use effective written and verbal communication skills, listening and questioning technique to gather information and confirm understanding. For this activity you will be conducting a role play, processing a complaint from the following scenario: Scenario: You are employed by Ocean Tours Australia as a customer service consultant. The organisation has a head office in Sydney and three tour outlets are based on southeast Queensland. You work in one of the tour operator offices in Hervey Bay Queensland. They hold three whale-watching trips per day Sunrise and Champagne from 5am-9am at a cost of $200 which includes a light breakfast buffet champagne and coffee. Lunchtime Cruise from 11am 2:30pm at a cost of $250, which includes buffet lunch and a drink. Sunset and Cocktails from 4pm-7pm at a cost of $290, which includes a light snack and a cocktail. Three customers who booked the morning session whale-watching trip made the following complaints: Customer 1: Was told the trip ended at 8:30 and as a result missed his flight to Melbourne. Customer 2: Complained that he was discriminated against because of his disability (he was in a wheelchair and couldn't access the boat using the ramp provided). He wants a manager to contact him or it referred to a person who can provide an apology and compensate him. Customer 3: Phoned to complain about another customer on the trip who drank too much and spoilt the whole trip for everyone by being loud and obnoxious. Read the following complaints policy for Ocean Tours: All complaints made, verbal or written, must be recorded detailing the nature of the complaint, who it was made by, the date, the time, the action to be taken, the date of resolution and reason for decision. Complaints must be escalated at a customer request, if financial loss is incurred, if you feel that it cannot be immediately resolved or if there is a possible legal issue. To escalate a complaint, you must make an assessment of the complaint and send in an email with as much information as possible to your line manager. For complaints that can be handled in the first instance, gather relevant information to support resolving the complaint. If you need further information from a customer, ensure that you use effective questioning technique to gather the facts of the case. All complaint information mut be professionally written, using clear and concise English and using appropriate language. Undertake the following tasks: 1. Explain how you would manage each issue with regard to referring complaints using the policy. 2. List the type of documentation that might be needed to follow up on these complaints. 3. Log each complaint in a table using either a spreadsheet or word processing application. 4. Identify any complaints requiring escalation. Send an email to your manager with the prepared information for each complaint. Your manager (your trainer/assessor) will provide you with feedback.

Topic 3: Resolving customer complaints

The final stage in processing customer complaints is to resolve them as best you can. This topic therefore will be focussed on activities such as identifying any implications of complaints made for both the customer and organisation, analysing and proposing options to resolve complaints, and escalating any matters where a solution cannot be determined.

Implications of complaints

The reason why it is important to deal with complaints stems from the implications that could occur for both the customer and the organisation.

Dealing effectively with customer complaints can save an organisations reputation and from loss of income if they leave.

The following table highlights these implications further:

Customer

The customer may lose faith and feel let down. The customer may leave, provide a bad review on a public forum such as social media platforms, or they might take legal action due to a non-compliance. Furthermore, if they dont leave, they may remain disgruntled which could lead to further issues with the business relationship or the custom that they give. A customer may suffer from health and wellbeing issues because of the complaint being made.

Organisation

Not meeting expected standards such as the quality of customer service. Non-compliance with legislation such as privacy and confidentiality of information, consumer protection, anti-spam, anti-discrimination or workplace health and safety leading to fines or legal action by the customer. Losing customers because of their complaint and receiving bad reviews or word of mouth resulting in further customer loss. The complaint could lead to poor reputation for customer service. The complaint may be related to similar complaints that have not been resolved and so it has escalated to a greater problem. Loss of money due to customers leaving or fines to pay. The need to improve organisational policies, procedures, standards and processes.

Activity: Research and discuss

Divide into pairs. Conduct research on the following: A high-profile organisation that has suffered because of customer complaints (for example Coca-Cola, Microsoft, Google, Amazon, Virgin). You may need to look at news articles, YouTube clips, case studies or legal action that being currently taken on a corporation. Provide a summary of the case, the complaint, the implications for both the customer and the organisation. Submit all documents to your manager (your trainer/assessor) who will provide your group with feedback.

	Activity: Group work and discuss
	Refer to your group work dealing with the Ocean Tours customer complaints. Brainstorm all the possible implications of the complaints being made for both the customer and organisation. Make a note of your responses. Your trainer/assessor will then facilitate a discussion where you can share your responses.

Analysing options

When you are resolving customer complaints you may find that there are a number of options that could be implemented.

Any proposed options would need to be according to legislative requirements, organisational policies and codes of practice.

For example, you would not be able to offer a refund on a product that was not faulty with no receipt just because the customer demanded it. You would need to find out the correct organisational policy and ensure that it meets any legal compliance for returns.

This may occur as you are talking with the customer about their complaint, or something that you would respond to in an email.

The options that you analyse and propose would need to be within the boundaries and limits of what the organisation can legally do and also within their own policies and procedures.

Options could be:

• To provide the customer with alternative options.

• Ask the customer the outcome that they are hoping for (for example, do they want a replacement, do they feel that an apology is required, etc).

• To escalate the matter to a third party.

• Investigate the complaint further.

• The options available for the issue, for example a return or a refund.

• To review a contract or customer guarantee to find out the solution.

You want to provide the best option for both the organisation and the customer and this may mean that you need to speak with a manager or a functional department to seek advice or find out if the options you propose are the only ones available.

When you propose an option, then you will need to back this up with your organisational policy. For example, the option may be that the customer can get a full refund if they return the item within 14 days; as long as this is within the boundary of the service that can be provided to the customer. Also you may just be able to provide different options so that the customer can choose the one that suits them best; this can continue with building an effective customer relationship if they feel that they have a say in resolving their own complaint.

Any options analysed and decided upon must be documented and formally proposed so that it is in writing for historical records.

Escalating matters

Sometimes escalation can be the last option. However, in the case for which a solution cannot be resolved by the person dealing with the complaint, it may be the best option.

This could be because

You may find that escalation is the only option to resolve your customers complaint.

If you are following your organisations policies and procedures, there will probably be a formal escalation procedure. These do vary according to the organisation, industry and sector. A common approach is to use a diagram to problem solve the decision process.

Activity: Read

Review the following escalation procedure for complaints: https://www.gcu.ac.uk/media/gcalwebv2/theuniversity/supportservices /guidelinesandpolicies/GCU_CHP_Flowchart.pdf Read the following article: What does customer escalation mean? https://yourbusiness.azcentral.com/customer-escalation-mean-12822.html Review the customer service tips for determining when to escalate for a sales company: https://www.customerservicetrainingresource.com/articles/view.php?article_id=6729 Review an example of the way an organisation deals with their escalation process: https://www.adam.com.au/about/legal/escalation-process Your trainer/assessor will then facilitate a discussion where you can share your responses.

Activity: Group work

Refer to your group work dealing with the Ocean Tours customer complaints. Review the feedback received and action anything required. Undertake the following tasks: Are there any legal implications with any of the complaints? Analyse the options to resolve each complaint, along with the best solution. Create a diagram that could be used to support decision making for complaint escalation. Initiate any escalation procedures where there is no solution. Submit all documents to your manager (your trainer/assessor) who will provide your group with feedback.