Transforming Complaints into Corporate Assets: Innovating Customer Complaints Management

Abstract

In the present study, the domain of customer complaints management (CCM) and its pivotal challenges are explored as fundamental elements for fostering customer retention and loyalty. This study illustrates and examines various models that represent the CCM process. Additionally, it introduces a framework for complaint intensity, wherein the combined distribution of complaint intensity and satisfaction with outcomes can be envisaged within four distinct quadrants, each recommending a unique approach to CCM. Strategies to enhance CCM have been suggested, and the concept of return on complaint management (RoCM) is elucidated as a key metric for assessing the profitability of complaint management. The primary insights from this research underscore that effective management of customer complaints necessitates a transformative shift in the cultural ethos of the organization and a structured methodology. It is also crucial to consider various levels within the complaint management hierarchy; the role of team-involved employees is vital for the success of complaint handling procedures; and the empowerment of CCM should encompass strategic planning, process optimization, and thorough analysis. © The Author(s), under exclusive license to Springer Nature Switzerland AG 2026.