| | | | | management of consumer complaints, all the staff |
| It is believed that, companies all over the globe | | | | be trained in the following aspects: |
| receiving the complaints from customers | | | | - Empathy |
| towards the product or service includes high price, | | | | - Consumer orientation |
| inferior quality, under weight, poor service etc.One | | | | - Communication skills |
| of the indicators used by Sellers of consumer | | | | - Corporate complaint management policy |
| goods in commercial and business undertakings to | | | | - Complaint handling procedures |
| improve customer orientation is to measure | | | | - Consumer protection laws |
| customer satisfaction levels. It is in this | | | | STEPS INVOLVED IN COMPLAINT |
| context, an attempt was made to explore the | | | | MANAGEMENT PROCESS MODEL |
| functioning of prevailing complaint management | | | | |
| system in the commercial undertakings in | | | | - Receipts of Complaint |
| supplying the goods and providing | | | | |
| services & the proper framework for | | | | - Recording &classification of complaints |
| Complaint Measurement Process Model. | | | | |
| Normally ,Complaints are received by the | | | | - Receipt, confirmation & other details |
| companies through various modes such as | | | | passed on to the complaints authority |
| through telephone, fax, courier, and | | | | |
| company’s marketing representatives or | | | | - Dealt by complaints |
| personally by the customer themselves. On the | | | | |
| receipt of the complaints, the company adopts | | | | - Complaints dealt with by team |
| the following procedures: | | | | v Direct Handling |
| 1. Receipt of complaint | | | | - Response to customer |
| Complaints are received through various modes | | | | - Monitoring of measuresv Steering |
| such as e-mail, phone call, fax, postal or personal | | | | (direct-finding) team |
| or through company’s field force. The | | | | |
| complaints are generally received from patients / | | | | EVALUATION OF COMPLAINT MANAGEMENT |
| patient representatives, physicians, hospitals, | | | | SYSTEM |
| wholesaler / retailers or from regulatory | | | | It is therefore apparent that in this project the |
| authorities such as Food and Drugs Administration, | | | | researcher will examine various aspects of |
| Drugs Control Administrations and so on. On | | | | customer complaint management system as listed |
| receipt of the complaint, whoever may be the | | | | below: |
| recipient, forwards the complaint to Head of | | | | - Does the organization provide information about |
| marketing division within the same day. | | | | how to complain and to whom complaints should |
| 2. Complaint login | | | | be made, including a contact, a phone number, |
| On receiving the complaint | | | | and an address? How is this information |
| from the above, the marketing head logs in the | | | | disseminated? |
| complaint in the complaint register. In his absence, | | | | - Can clients make complaints in a variety of |
| his deputy does the same. Other details such as | | | | ways - in person, in writing, by fax, and by |
| type of complaint, product details, batch number, | | | | telephone? |
| complainant contact details etc are also entered in | | | | - Has the organization designated staff to help |
| the register. If samples are received along with | | | | people formulate and pursue their complaints? |
| the complaints, the sample details are also | | | | - Do employees know what to do when they |
| entered in the log book. | | | | receive a complaint? |
| 3. Evaluation / review of the nature of complaint | | | | - Is written guidance on complaint resolution |
| A preliminary evaluation is made by the marketing | | | | procedures available |
| head on the nature of complaint, whether it is | | | | - Do procedures allow employees to resolve |
| genuine or not. He also classifies whether it is | | | | complaints on the spot if possible, and to provide |
| quality related or not. If the complaint is related to | | | | immediate redress, where appropriate? |
| the quality attributes of the product, it is referred | | | | - If employees cannot deal with an appropriate |
| to the head of Quality Assurance for further | | | | complaint on the spot, do the procedures set out |
| investigation. All the other complaints are handled | | | | further stages, including steps for conducting a full |
| by head of marketing and closed at his end with | | | | investigation and for providing a full final reply? |
| appropriate response and remedy.. | | | | - Are there time limits for dealing with various |
| 4. Marking of complaint to Quality Head | | | | types of complaints, and for each step in the |
| Head of marketing division forwards all complaints | | | | procedure, such as acknowledgment, interim reply, |
| related to the quality of the product, to head of | | | | and final reply? |
| Quality Assurance. Head of Quality Assurance | | | | - Does the organization monitor time limits and |
| reviews the complaint and decides the appropriate | | | | review them regularly? |
| course of action to be taken. This includes review | | | | - Do employees keep complainants informed of |
| of complaint sample to establish genuineness, | | | | the progress of their complaint? |
| categorizing the complaints as critical, major and | | | | - Is staff trained to handle complaints? |
| minor. The next step is investigation. | | | | - Is staff trained in interpersonal skills, including |
| 5. Investigation of the complaint | | | | skills for dealing with abusive and threatening |
| The Quality Assurance team evaluates the batch | | | | behaviour? |
| manufacturing records of the complaint sample to | | | | - Does the system allow employees to retrieve |
| establish the root cause of the complaint. The | | | | information about a complaint quickly? |
| control samples of the complaint batch are also | | | | - Has the organization ensured that all complaints |
| verified as well as all the analytical data related to | | | | are investigated fully and fairly? |
| the batch release. If required, Research and | | | | - Does the organization deal with all complaints |
| Development (R&D) team is also included in | | | | equally, regardless of the status of the persons |
| the investigation process. At the end of | | | | who complain? |
| investigation, assignable cause is identified. | | | | - Do complainants know that the organization will |
| 6. Preparation of response | | | | deal with their complaints in confidence, where |
| A detailed response is prepared with proper | | | | applicable? |
| justification. If the reason for complaint is found | | | | - Does the procedure make clear to employees |
| out to be improper storage condition or | | | | that clients should not be treated adversely as a |
| mishandling of the product, the same is indicated | | | | result of making a complaint? |
| in the response with proper scientific rationale. | | | | - Does the procedure guarantee a response to all |
| The response thus prepared is forwarded to the | | | | complaints? |
| marketing head. | | | | - Does the organization ensure that it has fully |
| 7. Intimation to the complainant with response and | | | | addressed all the points at issue? |
| appropriate remedy | | | | - Do responses explain to clients who are still |
| The properly formulated response is sent to the | | | | dissatisfied that no further redress is available |
| complainant with appropriate remedy, if applicable. | | | | within the complaint system and, if appropriate, |
| The appropriate remedy could be an apology, | | | | how they may pursue the issue? |
| replacement of defective product, refund, | | | | - Are there clearly established redresses for all |
| compensation or in the form of suggestions such | | | | types of complaints? |
| as “Do’s” and “Don’ts” | | | | - Does the organization provide information about |
| with the product, to avoid repeat problem at the | | | | forms of redress? |
| customer end. In case of serious quality issues, | | | | - Do employees express regrets spontaneously, |
| apart from the complainant, the regulatory | | | | regardless of the nature of the complaint? |
| authorities (e.g.: FDA) are also intimated about the | | | | - Is there a system for recording complaints? |
| problem. | | | | - Does the organization monitor the recording |
| 8. Closure of the complaint | | | | system? |
| Once the reply is sent to the complainant with | | | | - Has the organization set performance targets |
| appropriate response and remedy wherever | | | | for handling complaints? |
| applicable, the complaint is closed on receipt of | | | | - Does the organization monitor client satisfaction |
| acknowledgement from the complainant. If there | | | | with complaint and redress procedures? |
| is no response from the complainant for more | | | | - Does the organization monitor the effectiveness |
| than a month, it is presumed that the complainant | | | | of staff training in handling complaints? |
| is satisfied with the response and complaint is | | | | - Do managers include information on the handling |
| closed. The same is entered in the complaint | | | | of complaints and compliments in their regular |
| register / log book. The complaints are also | | | | reviews of staff performance? |
| captured and incorporated in the annual product | | | | - Has the organization made service |
| review. | | | | improvements after analyzing problems highlighted |
| Following Modules are kept in mind while dealing | | | | by complaints? |
| with the complaint management system. | | | | - Does the organization publish information about |
| | | | | complaints and their resolution, and make that |
| - Inter active modules or the front end dealings | | | | information available to clients? |
| with customers and the procedures for receiving | | | | From the aforesaid discussion, it is felt that, the |
| complaints. | | | | updated measures, policies; procedures can be |
| - Management Modules or middle end where all | | | | converted into customer service standards to be |
| the feed back is interpreted, organized & | | | | adhered by the suppliers, sellers of the product in |
| analyzed. | | | | the organization. The model highlighted in this |
| - Policy Modules or Back end where short falls are | | | | article should also be used as a control measure |
| identified and steps taken to rectify such short | | | | and the top management to measure service |
| falls. The rectifications take the form of changes | | | | effectiveness.The updated measures, policies and |
| in policies and procedures. | | | | procedures should be shared with all the stake |
| - Complaints received and analyzed by the | | | | holders of the company. Updating helps |
| information system should be documented for | | | | employees to understand the culture of |
| future use. | | | | customer orientation for helping them and |
| - Feedback should be used in mapping the | | | | suppliers understand the standard set by the |
| problem areas, identifying shortcomings. | | | | organization for serving them. |
| - These problem areas, inadequacies, should be | | | | It is evident that the complaint management |
| rectified through suitable changes in policies, | | | | & redressal system is highly dependent on |
| procedures. | | | | the consumer’s information. The outcome |
| - Care should be taken while formulating such | | | | thus obtained also has the ramifications for the |
| policies to take into account future requirements | | | | efficient complaint management system and |
| also. | | | | rational expectations in the consumer behaviour |
| It is suggested that for the effective | | | | literature. |