Designing and using effective complaint management systems (CMS) is important for research and practice. Moreover, customer complaints are viewed as valuable feedback for service improvement. In fact, studies show good CMS increases customer satisfaction, loyalty, and profit, thereby influencing customer relationships. Consequently, this has sparked exploration of efficient complaint handling methods.
Many researchers have explored the technology behind complaint management systems (CMS), emphasizing how automation can simplify logging, tracking, and resolving complaints. Furthermore, works by Buttle and Payne & Frow stress integrating complaint data with customer information in CRM systems. In addition, there is increasing interest in using AI and machine learning in CMS to analyze text, categorize issues, and predict resolution times.
While technology undoubtedly plays a crucial role in modern service delivery, it is essential to remember that the human element remains equally significant. Various research studies emphasize the fundamental requirement of well-trained personnel capable of addressing customer concerns with empathy and providing appropriate solutions. Notable researchers such as Hart et al. (1990) and Zemke & Bell (1990) emphasize the importance of empowering employees through effective tools and strategies, enabling them to effectively manage and resolve customer complaints with professionalism and efficiency.
Lastly, the workplace culture around handling complaints is crucial too. Authors like Fornell (1992) and Anderson et al. (1994) show how customer satisfaction and complaint management are connected to overall business success. Guidelines from organizations like the European Committee for Standardization (CEN) help companies design and implement complaint management systems (CMS) that truly focus on the customer. All of this shows that managing complaints is complex and requires a thoughtful approach that combines technology, people, and a supportive company culture to make the most of customer feedback for improvement.
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