Customers are complaining publicly, because companies are too hard to reach. Regardless of the motivations behind the complaints, companies would be well served to pay attention and to respond appropriately.

1. Consumer Complaint handling
SVMTPL New Delhi
White Paper Version 1.0
Contacts: Saikat Ghosh
saikat@teleshoppe.com / +91.98103 03105
Why DO Customers Complain ?
(…..and what enterprises can do about it)
SV Mobile Teleshoppe Private Limited
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Opp. Aurobindo College, Malviya Nagar, New Delhi 110017
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2. Consumer Complaint handling
SVMTPL New Delhi
White Paper Version 1.0
Contacts: Saikat Ghosh
saikat@teleshoppe.com / +91.98103 03105
Why do customers complain?
Aside from the interesting reading about the bad luck of others—and face it, it's painfully
fascinating stuff—what's the purpose of the complaint post? What are the benefits of complaining,
in general as well as specifically about real estate companies?
Escalation: One possibility is that the blogger is still looking for a resolution of the complaint
after the failure of normal methods. A side effect of company listening is that blogs can become an
alternative channel for customer service, which bloggers now know.
Warning others: It's hard to think of an Indian real estate company that doesn't have similar
examples recently, but in less challenged industries complaint posts can warn others of potential
problems. From the blogger's perspective, it can be a valuable contribution to a community.
Ulterior motives: Some angry customers make an issue of the work done by real estate
companies. We may not question their motives but it does raise the point that some may complain
because of an interest in a competitor.
Craziness: Complaints aren't always rational especially when they are angry. Some people make
a hobby of it and don't necessarily have a valid complaint.
Venting: Sometimes, you just have to let it out at the end of a bad day. An online complaint
provides a public spot for a very visible primal scream.

3. Consumer Complaint handling
SVMTPL New Delhi
White Paper Version 1.0
Contacts: Saikat Ghosh
saikat@teleshoppe.com / +91.98103 03105
Company response to complaints:
Regardless of motivation, companies need to know what's being written about them and be
prepared to react appropriately. The response should be defined, in part, by an understanding of
the motivation behind the complaint.
Customer satisfaction: If customers are blogging in an attempt to receive service (escalation),
companies need to decide whether and how to respond. Companies in the computer industry are
answering this with formal links between customer service and social media monitoring activities..
Insight: Complainers have been known to have a valid point. Monitoring and analysis of online
discussions can identify issues (or opportunities) that you're not aware of. While you're busy
defending yourself, don't miss the opportunity to extract the insights that are available in both
quantitative and qualitative forms.
Reputation management: After dealing with customer complaints and extracting insights,
what's left is managing the fallout. Online reputation management combines a variety of strategies
aimed at influencing search engine results, online conversations and, generally, opinions in the
company's favor. And ignoring those complaints is not usually the recommended strategy.
A recent research paper says we're in a transitory Age of Discordance, between the Age of Control
and the coming Age of Dialogue. Customers are complaining publicly, because companies are too
hard to reach. Regardless of the motivations behind the complaints, companies would be well
served to pay attention and to respond appropriately.

4. Consumer Complaint handling
SVMTPL New Delhi
White Paper Version 1.0
Contacts: Saikat Ghosh
saikat@teleshoppe.com / +91.98103 03105
About Teleshoppe:
Teleshoppe runs Contact Centres for India's best companies. A Contact Centre (CC) increases sales
by 35%-50% by efficiently responding to ALL your customer queries on:
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To see how we can reduce your customer complaints upto 85%, call us at the contacts given above.