24-02-2025 - 28-02-2025	3500	دبي

Course Introduction:

This specialized course tackles the issue of customer complaints by focusing on its two components: the behavioral aspect related to the individual employee who deals face to face with the complainant and the system's or procedural aspect related to how the organization should process a complaint, every step of the way, from the moment it is raised to its conclusion. In addition the course also covers the necessary preparations an organization must go through in terms of culture development and openness before it can hope to benefit from complaints, recover complaining customers, improve internal processes and achieve new heights in customer satisfaction.

Course Objectives:

By the end of the program, participants will be able to:

Explain the vital role of a customer complaints management system in enhancing organizational performance.
Implement a customer feedback system that will maximize customer satisfaction and retention.
Manage every phase of the complaint handling process from preparation to closing including receipt, analysis, escalation, tracking, and all internal and external communication.
Develop relevant Key Performance Indicators to assess and audit complaint systems.
Improve existing systems and benchmark against world’s top complaints handling.

Who Should Attend?

Customer complaints system managers and staff, customer service managers and staff, as well as managers and staff of support departments such as HR and IT, that provides services to other departments (internal customers) in the organization.

Course Outline:

Introduction to Understanding Your Customers

Interesting Facts and Figures
Customer Retention
The Principal Foundation of Retaining and Developing Our Customer Base
The PRIDE Model for Understanding Customer Needs

Introduction to Understanding Your Customers (Cont’)

Service Mix Elements
The Service Quality Model and Service Gaps
Managing Customer Expectations

Introduction to Complaints Management

“Customer Complaint” Definition
The Importance of Complaints
Customer Satisfaction and Customer Loyalty
The Kano Model
The Danger of Ignoring Complaints

Introduction to Understanding Your Customers (Cont’)

Levels of Complaints
Complaints Handling: Process and Behavior
Sources of Customer Complaints
Dealing With Customer Complaints

Complaints Management Standards and Complaints Handling Process (CHP)

Complaints Management Standards - Background
ISO 9001 Process Model
ISO 9001 and Requirements for Complaints Management
Essential Elements of a Complaints Management System
ISO 10002:2008 Guidelines for CHP
Scope and Guiding Principles
The Complaints Handling Policy

Complaints Management Standards and Complaints Handling Process (CHP) – Cont’

Responsibility and Authority
- Top Management
- Management Representative
- Other Managers
- All Personal in Contact with Customers
- All Other Personnel

Complaints Management Standards and Complaints Handling Process (CHP) – Cont’

Planning and Design
- Objectives
- Customer Satisfaction, Linkages and Alignment
- Resource Requirements
- Competency Requirements
Operation and Communication
Essential Elements
Receiving, Recording and Tracking
Assessing, Investigating and Closing
Maintenance and Improvement
Management Review