The Life Cycle of a Customer Complaint

Written by: Issuetrak

Many organizations receive customer complaints, but not all of them have an efficient process for managing them. Some rely on disorganized tools such as email inboxes or spreadsheets to handle customer comments, which can cause complaints to sit unresolved for far too long. You don’t want issues to age with your company — better if they can disappear as quickly as they arrive.

The right software solution shortens the customer complaint life cycle by organizing, automating, and prioritizing action items. Let’s examine how your organization can use a solution like Issuetrak to minimize complaint impact at every turn.

Make customer complaint logging easier

It seems counterintuitive: Why would a company want to empower its customers to complain more? But by making it easier for your customers to log complaints, you’re streamlining your resolution process from start to finish. Creating a designated entry point for complaints allows you to keep track of them more easily and improve your customers’ experience. In other words, make sure your complaint submission process isn’t something your customers will want to complain about!

Keep your complaint management dashboard organized

It’s important to organize your complaints at a glance. You’ll want to be able to identify each complaint at any time, know how close it is to resolution, flag it to alert the appropriate parties to act when necessary, and offer customer feedback when needed. If you can’t keep your complaints organized, they can linger in the system unchecked and forgotten, growing more problematic the longer they survive.

Strong issue tracking software solutions make it easy to visualize the customer complaint life cycle by providing a clear, customizable internal dashboard for your team. Having a centralized hub for tracking and resolving complaints also helps the team keep customers in the loop throughout the process — building trust along the way.

Remember to follow through

After a customer complaint has reached a satisfactory resolution, the final step is to reflect. Could any step along the way be improved? Is the customer happy, or at least satisfied? Is everyone who was involved along the way looped in on the results? How could that same complaint be prevented in the future?

Issue tracking software even automates this last step, by creating and delivering reports and helping compile data that can be used for trend analysis.

Here’s what a best-case scenario looks like for a customer complaint:

  • The customer knows exactly where to go to log a complaint, and has no problems doing so.
  • That complaint is immediately put in the right person’s hands and an alert goes out to the parties involved in its resolution.
  • As different stakeholders work on the issue, the software platform updates the complaint's status and provides easy insight.
  • Once resolved, the team responds to the customer and the software creates a report.

To get a better idea of what the ideal customer complaint life cycle looks like, check out the graphic below!

Life Cycle of a Complaint


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