Dealing With Consumer Complaints

1. Introduction

A customer complaint is "an expression of dissatisfaction on a consumer's behalf to the responsible party."¹ It can also be described in a constructive sense as a report from a consumer providing feedback on the quality or a problem with a product or service.

Customers complain when a business does not deliver on its commitment and does not meet customer expectations in terms of the business's product or services. As a practical matter, the most important aspect of every business is the client or the customer and it is therefore vital for a business organisation to accommodate the peculiar needs and reasonable demands of customers.

Customer complaints could alternatively be viewed as: