Complaints and complaint trends tell business how to do its job better by
alerting management to problems that need prompt attention and correction.
Furthermore, they indicate long-range opportunities for product innovation
and problem prevention. A well-planned system for screening and recording
complaint data can provide business owners and managers answers to such
important questions as the following:
• Are products “oversold” or “over advertised?”
• Is advertising clearly understood?
• Are salespeople over zealous?
• Do product disclosures (such as labelling, warranty information and
service agreements) need to be improved?
• Are user’s manuals clear, complete and easy-to-read?
• Would changing warranty coverage reduce complaints?
Complaints also provide information about product quality:
• Are there opportunities for product improvements or better quality
control?
• Are there indications of safety defects that should be reported and
corrected, or that justify a recall?