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ISO 10002 - Customer Satisfaction & Complaint Management

Research shows that only 4% of customers report a negative experience as a complaint; the remaining 96% either leave silently or spread negative reviews. For this reason, complaint management is not a cost center; it is one of the most cost-effective tools for retaining customers and strengthening brand reputation. ISO 10002 enables organizations to systematically address incoming complaints as an opportunity for feedback and improvement.

 

A&A Consulting designs a complaint management policy that integrates phone, email, web forms, and in-person channels. Each complaint is categorized, assigned to a responsible party, and its resolution timeline is tracked. The root causes of recurring complaints are analyzed using the 5-Why, fishbone, or 8D methods. Standard response protocols and attitude training are provided for every employee who interacts with customers. Complaint trends are integrated into management reports; Net Promoter Score and customer satisfaction measurement systems are established. All these mechanisms work together to permanently strengthen customer loyalty and brand reputation.