Customers dictate business survival or extinction: a conceptual approach in examining customer complaint data Online publication date: Fri, 30-Jun-2023
by Saso Krstovski; Ahad Ali; Donald Riemer
International Journal of Management Concepts and Philosophy (IJMCP), Vol. 16, No. 3, 2023
Abstract: Customers are a critical input in the survival of an organisation. Customer complaints require addressing promptly to ensure satisfaction. Complaint data is captured as textual and unstructured, requiring pre-processing for comprehensive analysis of trends or patterns. The framework proposed simplifying the analysis of customer complaints by leveraging existing customer complaint data. The framework outlines a structured approach to understanding customer requirements. Scoping customer complaints into manageable segments bin statements allows efforts to focus on a few. The sample methodology analyses customer dissatisfaction from different complaint types. Translation of the customer complaint into a measurable helps teams to focus on a target value. Additionally, true disruption occurs when the incorporation of customer satisfaction efforts across multiple production lines is applied. This approach is essential specifically for small and medium-sized enterprises (SMEs).
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