Treating failure as information.
WHAT A COMPLAINT INDICATES
An expectation that was not met.
WHAT TO ESTABLISH
Where the expectation came from.
WHY
It is frequently set by marketing, sales or the interface, not by support.
WHAT TO DO WITH EACH SERIOUS COMPLAINT
Establish what in the process allowed it.
WHY THE PROCESS
Blaming individuals produces concealment and changes nothing.
WHAT QUESTIONS TO ASK
What did the customer expect What actually happened Where did it diverge What would have prevented it
WHAT TO AVOID
Treating it as an isolated incident when it is not.
HOW TO TELL
Whether similar complaints exist.
WHAT TO TRACK
Complaints by theme.
WHAT THEMES REVEAL
Systemic problems.
WHAT TO DO ABOUT A RECURRING THEME
Fix the cause, and say so publicly if it was visible.
WHAT TO DO ABOUT THE COMPLAINING CUSTOMER
Resolve their situation, regardless of the systemic work.
WHY BOTH
The fix helps future customers; the resolution keeps this one.
WHAT TO REPORT UPWARD
Themes, with volume.
WHAT NOT TO REPORT
Only the resolved count.
WHAT TO REVIEW PERIODICALLY
Whether complaint themes changed after fixes.
