The optimization of the complaints management system

Abstract

As result of the impact of the Global Financial Crisis a new paradigm shift in Consumer Behaviour has taken place. In place of compulsive consumption and long-term brand loyalty, consumers adopted more demanding attitudes and are less tolerant towards inefficiencies. In this context, understanding customers’ expectations and the root causes of their complaints became a key driver of the businesses success. The purpose of this study is to present solutions to optimize a Complaints Management System, in order to satisfy and delight customers. The analysis was based on the procedures and respective results of Worten, a Portuguese market leader retailer of White Goods and Consumer Electronics, as well as on the customers’ expectations about Repair Services. Finally, nine solutions were provided in order to meet the new trends of Consumer Behaviour and minimize their complaints by guaranteeing customers’ satisfaction