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ISM Endorsed The Customer Complaint System: A Tool for Customer Service Improvement - Virtual Learning

ISM Endorsed The Customer Complaint System: A Tool for Customer Service Improvement - Virtual Learning

Why Attend

This specialized course tackles the issue of customer complaints by focusing on its two components: the behavioral aspect related to the individual employee who deals face to face with the complainant, and the system's or procedural aspect related to how the organization should process a complaint, every step of the way, from the moment it is raised to its conclusion. Relying on ISO 10002 guidelines and other international best practices, the course also covers the necessary preparations an organization must go through in terms of culture development and openness before it can hope to benefit from complaints, recover complaining customers, improve internal processes and achieve new heights in customer satisfaction.

Associations
Overview
Course Methodology

In addition to short presentations by the consultant and the resulting written or oral questions that are debated by the group, this course relies on case studies, exercises and the design of procedures and forms by work teams as well as role plays.

Course Objectives

By the end of the course, participants will be able to:

  • Defend the vital role of a customer complaints management system in enhancing organizational performance
  • Demonstrate how a properly trained employee handles, step-by-step, complaining customers, gains their confidence and gratitude and secures their satisfaction 
  • Implement a customer feedback system that will maximize customer satisfaction and retention
  • Manage every phase of the complaint handling process from preparation to closing including receipt, analysis, escalation, tracking, and all internal and external communication
  • Formulate relevant key performance indicators to assess and audit complaint systems
Target Audience

Customer complaint system managers and staff, customer service managers and staff, as well as managers and staff of support departments such as HR and IT, that provide services to other departments (internal customers) in the organization.

Target Competencies
  • Customer orientation
  • Empathic outlook
  • Emotional control
  • Meeting standards
  • Systems judgement
  • Organized workplace
  • Quality orientation
Course Outline
  • Introduction to understanding your customers
    • Interesting facts and figures
    • Customer retention
    • The principal foundation of retaining and developing our customer base
    • The 'PRIDE' model for understanding customer needs
    • Service mix elements
    • The service quality model and service gaps
    • Managing customer expectations
  • Introduction to complaints management
    • The importance of complaints
    • 'Customer complaint' definition
    • Customer satisfaction and customer loyalty
    • The 'Kano' model
    • The danger of ignoring complaints
    • Levels of complaints
    • Sources of customer complaints
    • Types of Complaints
    • Complaints handling: process and behavior
    • Dealing with customer complaints
  • Complaints management standards and Complaints Handling Process (CHP)
    • Complaints management standards - background
    • Linkage to ISO 9001 process model
    • ISO 9001 and requirements for complaints management
    • Essential elements of a complaints management system
    • ISO 10002 Structure
    • Scope and guiding principles
    • The complaints handling policy
    • Responsibility and authority
      • Top management
      • Management representative
      • Other managers
      • All personnel in contact with customers
      • All other personnel
    • Planning and design
      • Objectives of the CHP
      • Customer satisfaction, linkages and alignment
      • Resource requirements
      • Competency requirements
    • Operation and communication
      • Essential elements
      • Receiving, recording and tracking
      • Assessing, investigating and closing
    • Maintenance and improvement
      • Collection of information
      • Satisfaction with CHP
      • Monitoring the CHP
      • Auditing the CHP
      • Management review
  • Assessing and monitoring a complaints management system
    • Quotes on measures
    • Where do KPIs come from
    • Metrics, measures and Key Performance Indicators (KPIs)
    • Some organizational Key Result Areas (KRAs)
    • Criteria for ‘good’ KPIs
    • Analysis of complaints: root cause analysis
    • Prioritizing problems
    • Finding effective and efficient solutions
Associations
Associations
Institute of Sales Management (ISM)

AL Mawred is a recognized center and an endorsed training partner for the Institute of Sales Management (ISM*). This endorsement is a badge of recognition for the high quality sales and marketing training courses offered by Al Mawred Training & Consulting. Upon successfully completing any of these courses, participants will be awarded an ISM Certificate in addition to the certificate they receive from Al Mawred Training & Consulting.

*ISM is the UK’s largest professional body for salespeople and is the authoritative voice of selling and the custodian of sales standards, ethics and best practice. The core mission of the ISM is to promote standards of excellence in sales and sales management and enhance the prestige, integrity and profile of the sales profession as a whole and to inspire sales and marketing personnel to greater heights of achievement. ISM qualifications are vocationally-related, globally-recognized and are overseen by the UK government’s regulator Ofqual so you can be sure they meet the highest standards.

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Schedule & Fees

2026 Schedule & Fees

Location & Date
29 Nov - 3 Dec, 2026
Arabic
Virtual Learning
Fees
Per participant

USD 3850

Fees + VAT as applicable

Discount Plans & Cancellations Policy

Al mawred reserves the right to alter dates, content, venue, trainer, and to offer courses in an integrated virtual learning (IVL) format whereby face to face classroom participants and virtual learners participate simultaneously in the same course in an interactive learning experience.

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Face-to-Face Courses
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