How can you determine if a customer complaint is valid?

1 Listen actively

The first step to determine if a customer complaint is valid is to listen actively to what they are saying. Active listening means paying attention, showing empathy, asking open-ended questions, and paraphrasing what they say to confirm your understanding. By listening actively, you can identify the main issue, the impact it had on the customer, and the outcome they expect. You can also avoid making assumptions, jumping to conclusions, or interrupting the customer, which can escalate the situation and make them feel ignored or disrespected.

2 Check the facts

The next step to determine if a customer complaint is valid is to check the facts. This means verifying the information you have from the customer, such as the date of purchase, the product or service details, the warranty or guarantee terms, and the evidence of the problem. You can also compare the customer's claim with your own records, policies, and standards, and look for any discrepancies or inconsistencies. Checking the facts can help you establish the validity of the complaint, as well as the responsibility and liability of your business.

3 Evaluate the expectations

The third step to determine if a customer complaint is valid is to evaluate the expectations. This means assessing whether the customer's expectations were reasonable, realistic, and aligned with what you promised and delivered. Sometimes, customers may have unrealistic or unreasonable expectations, such as demanding a full refund for a minor issue, expecting a free upgrade or replacement, or wanting a service that is not included in your offer. Evaluating the expectations can help you determine if the complaint is valid, or if it is based on a misunderstanding, miscommunication, or misrepresentation.

4 Apply the criteria

The fourth step to determine if a customer complaint is valid is to apply the criteria. This means using a set of criteria or standards to judge the complaint's validity, such as whether it is factual, timely, relevant, and reasonable. Applying these criteria can help you make an objective and consistent decision about the validity of the complaint, avoiding any bias or prejudice. For example, consider if the complaint is based on opinions or emotions, made within a reasonable period after the purchase or service, related to product or service quality or performance, and proportionate to the severity of the problem and its impact on the customer.

5 Communicate the decision

The fifth step to determine if a customer complaint is valid is to communicate the decision. This means informing the customer of your decision, and explaining the reasons and evidence behind it. You should also offer an apology, a solution, or a compensation, depending on the validity and severity of the complaint. You should also thank the customer for their feedback, and assure them of your commitment to improve your service. Communicating the decision can help you resolve the complaint, and restore the customer's trust and satisfaction.

6 Learn from the experience

The sixth and final step to determine if a customer complaint is valid is to learn from the experience. This means reflecting on what went wrong, what went well, and what can be improved in your after-sales service. You should also document the complaint, the decision, and the outcome, and share the lessons learned with your team. Learning from the experience can help you prevent or reduce future complaints, and enhance your customer service quality and reputation.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?