complaints management

Despite the greatest care in the manufacture and control of a product, negative criticism cannot be completely excluded. The handling of complaints and negative responses is a delicate and sensitive matter that requires a high degree of professionalism and a lot of tact and sensitivity. A perfect complaints management is essential, especially in the cosmetics business! If customers do not tolerate a cream, a serum or a lotion, in the worst-case damages to their health could result. The Federal Office of Consumer Protection and Food Safety (BVL) differentiates between undesirable effects resulting from the normal use of a cosmetic product causing adverse effects on health (e.g. red spots, pimples or pustules) and SERVERE adverse effects possibly requiring a hospital stay or causing the impairment of body functions, congenital abnormalities or endangering life. The cause may be an individual intolerance or an allergy as well as unfavorable manufacturing processes or problematic formulas. The consumers are encouraged to inform the BVL, the local supervisory authority and the company about each undesirable effect. At this point, at the latest, the complaints management of the company is involved. The customers have to be assured that they are of upper importance, and it has to be guaranteed that the product does not cause any health risk. In accordance with the EU cosmetics regulation, the company is obliged to register any reported undesirable effect in the product documentation. Moreover, the company should check the practice of manufacture and the compatibility of the product. In case of SEVERE undesirable effects, the complaints management calls for further measures. The company is obliged to report the facts to the responsible authorities.

The correct procedure of the complaints management complies with the directive according to DIN ISO 10002. The complaints management is regarded as the signboard of a company. It demonstrates the importance of customer orientation and commitment of the company in this respect.

The basis of a perfect complaints management is ISO 10002. DIN ISO 10002 defines all directives and basic conditions that are necessary for the best possible complaints management.

The essential principle: to show willingness. A good complaints management includes the willingness to accept criticism and to develop solutions.

In addition, it is important to explain the complaints management to the consumers in a way that is as transparent and clear as possible. Ideally, the contact persons in charge are cited on the website. Details on the procedure of the complaints management enhance the transparency even more.

It is important to react promptly to the complaint. It must be clarified who receives the complaint, how long is the period of time for responding and who is in charge of the communication, the handling and the development of possible solutions.

Objectivity is of upper priority. The employees involved have to treat each complaint in a factual and impartial manner.

Absolute confidentiality must be guaranteed. Details in the context of the complaint are transferred only to the extent that is necessary for its management.

A positive, customer-friendly attitude is a significant factor. A good complaints management and the successful implementation always require a solution that is perfect for the individual case.

 

Complaints management in the field of social media

Typical of the complaints culture 2.0 is that a single adverse experience is noticed by numerous internet users in a flash. Consumers who feel treated unfairly or were turned away by the company often use the internet to make their complaint public. They try to use the public negative criticism to exert pressure. The complaints management requires a lot of sensitivity. It is advisable that specially trained employees regularly search the web for forum comments and internet assessments. If they detect a negative comment, it is important to invalidate it in an impartial and competent way. If that does not meet the author’s matter, measures should be considered to help her/him.

The company should pay attention to an absolutely positive presence in the social networks. It is not advisable to ignore public negative criticism; it damages the reputation. The essential strategy with regard to social media is the best possible preventive complaints management. In fact, this strategy is able to generate positive assessments which turn out to be efficient and cost-free marketing tools.

 

Useful advices for a customer-oriented complaints management

A successful complaints management strives for solutions. The first step is to find out the customer’s expectations to exclude any misunderstanding or even wrong responses. The company should not forget to apologize to the customer for trouble. Note: The apology does not mean an admission of faults. It refers only to the embarrassing situation causing trouble to the customer.

In no case, the problem should be passed on to third parties or other departments. A company accepting responsibility and admitting failure achieves a significantly more favorable image than a company shifting the complaints, ignoring or denying them.

The communication should use positive formulations. Phrases like „That is not my responsibility“ or „Sorry, I don’t know“ have to be absolutely avoided. If an employee does not know how to answer, the recommended procedure is to offer in a polite and objective manner to return the call and to use the meantime to consult with the responsible persons.

Of course, false promises are unthinkable. They would add to the customer’s unpleasant experience and completely destroy his/her confidence in the company. Goodwill, however, always is an apt tool to handle complaints. A perfect complaint management leads the customer contact to a positive conclusion. Strive to surprise your customers and finally offer them something never imagined; exceed their expectations and create lasting positive memories.

A follow-up call is recommended after the conclusion of the complaints management to find out whether the customer is satisfied with the solution. That also offers new opportunities to strengthen customer loyalty. The customers feel that you are really interested in them.

 

Cosmacon supports you in the complaints management.

Companies that are open to consumers‘ concerns and criticism and competently and professionally try to find solutions and tackle complaints objectively achieve significantly higher customer satisfaction and enhance long-term business success. We, Cosmacon, will actively support you in the complaints management, with help and advice. The capability and willingness to handle complaints with complete mastery, patience and customer orientation will soothe many delicate situations and prevent lasting damages to the reputation.