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Most unhappy customers don’t complain – they simply choose not to use your business again. A customer who complains is giving you a chance to keep their business.

Make it easy for your customers to complain or give feedback so more of them tell you about their experiences. This lets you fix any problems before they become an issue for more customers.

A customer complaints procedure lets your staff handle complaints in a calm and professional way. Your procedure needs to be accessible to all staff and easy to understand.

These 6 steps will help you manage your customer complaints. They can form the basis of your complaints procedure but are only a guide.

1. Listen to your customer

More than anything, customers want to feel heard. Actively listen to them to get a deep understanding of their complaint.

You will build a stronger relationship with your customer if you show you genuinely care about resolving their problems.

2. Keep records

Write down any promises or agreements you make with the customer. This helps avoid disputes and mix-ups later.

3. Ask for documents

Ask your customer for any documents about their complaint, such as a receipt or a photo of the faulty item. These may help you:

  • understand their issue better
  • comply with any laws, such as industry codes
  • improve your processes
  • train staff to prevent and resolve complaints the same way
  • collect evidence for potential legal action or dispute resolution services.

4. Know your legal obligations

Make sure you understand any fair trading laws and regulations you need to comply with to protect you and your customers.

One law you must follow is the Australian Consumer Law, which outlines consumers’ rights when buying goods or services.

Develop your own procedures to make it easy for customers to return goods or complain about services.

5. Follow up with your customer

Follow up with your customer after you’ve solved their problem. Make sure they’re happy and get feedback from them about your process. 

Customers like businesses who act on feedback, so apply it where you can – you'll improve your customer service and reputation.

6. Know your state or territory consumer protection agency

Your customer can lodge a complaint about your business with a state or territory consumer protection agency.

Contact your local agency to find out what you need to do if a customer makes a complaint against your business:

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