Mazda Training manual — part 114

Dealing with Complaints

Curriculum Training

29

HO1 – CUSTOMER EXPECTATIONS AND YOUR DUTY OF CARE

3.5 Managing

Complaints

Sorting out your customers’ complaints is only part of the process.

You must make sure the experience is not wasted.

You must learn from them.

Log the

complaint

Monitor

customer

satisfaction

Management

analysis –

common

factors or

trends?

Management

review – how

do we stop this

happening?

Continual

improvement –

better systems

and training

Deal with the

immediate

complaint

Dealing with Complaints

30

Curriculum Training

AC5 – HOW YOU CAN CONTRIBUTE

Your contribution to:

Dealing

Logging

Analysis

Review

Continual improvement

Monitoring

Dealing with Complaints

Curriculum Training

31

3.6 Resolving

Complaints

APOLOGISE

►

EMPATHISE

►

REASSURE

APOLOGISE

• The first thing you must do is to apologise for the failure identified by the customer.
• Listen carefully to what they have to say and apologise for the failure.
• Resist the temptation to apologise for something other than that identified by the

customer, even if you think the customer has got it wrong.

• This is not the right time to correct them.
• Make sure the customer sees that you are taking their complaint seriously – give them

your full attention and apologise in the right tone and with positive body language.

• The effect of an apology is to diffuse the situation and show that we will do everything

we can to resolve the problem.

Your Notes

Dealing with Complaints

32

Curriculum Training

EMPATHISE

• The second step is to empathise with them – by confirming our understanding of the

problem and its impact on the customer.

• Acknowledge the error and express regret regarding the inconvenience that the

customer has experienced.

• If the right tone of voice is used this will show that their concerns are being taken very seriously.

Your Notes

These two steps are important because they show the customer that we value them.
However, they don’t prove that they should continue to do business with you. For that you
need the third step.

REASSURE

• You must now make sure that the customer is confident that something will be done

about the complaint.

• This reassurance can be in two stages:

1. FIRST fix the customer’s immediate problem – tell them what you are going to do

and then take corrective action.

2. THEN prevent future breakdowns – assure the customer that processes will be put

in place to make sure it doesn’t happen again.

This will reassure them that it will not happen to them again, and that other
customers will not experience a similar difficulty.

This second stage is very powerful – it can overcome major anger and frustration. It
shows that you value them and that they are helping you improve your systems.

Your Notes