5-Step Guide to Effectively Handling Customer Complaints & Inquiries

CHUS understands that in business, receiving customer inquiries or complaints is unavoidable. These responses can come from various reasons, such as products not meeting expectations, services not fulfilling requirements, or other issues during the purchasing process.

But don’t worry! This is not a problem - it’s an opportunity. Handling complaints professionally can help you improve customer service, build trust, and strengthen your store’s reputation.

In this article, CHUS will guide you through a step-by-step process to handle customer inquiries and complaints effectively. From receiving the information and analyzing the cause to responding appropriately, you’ll learn how to turn customer concerns into satisfaction.

CHUS guides effective complaint handling procedures to improve service quality and reputation.

Step 1: Acknowledge and respond quickly

Response time plays a crucial role in customer experience. If customers have to wait too long, they may feel frustrated and lose trust in your brand. Acknowledging and responding quickly reassures them that their concerns are being taken seriously and handled promptly.

Channels for receiving complaints and inquiries

Sellers should monitor and manage customer feedback across different channels, including:

• Email: A professional channel, often used for detailed complaints.
• Social Media Messages: Customers frequently reach out via Facebook, Zalo, Instagram, etc., for quick responses.
• Public Comments: Appear on online stores or e-commerce platforms. If not handled properly, these can affect brand reputation.

How to respond effectively

Send an automatic reply upon receiving a message

An automatic message helps customers know their request has been received and is being processed. Example:

"Thank you for reaching out! We have received your message and will respond within [X] hours. Please hold on—we’re here to help!"

Provide a personalized response within the committed time

After the automated reply, a personalized message should follow to show genuine care.

• The response should address the customer’s specific issue.
• The response time must match the initial commitment.

Quick confirmation and response helps customers feel secure and creates a good impression of the service.

Step 2: Gather and verify information

When handling customer complaints, collecting and verifying information is crucial. Missing or inaccurate details can lead to misunderstandings, making the issue more complicated and harder to resolve. On the other hand, having complete and accurate information provides a solid foundation to analyze the problem correctly and find the best solution—ensuring fairness for both the customer and the business.

Actions need to do:

Request necessary information from the customer

• Order Number: This helps identify the specific order related to the issue.
• Photos/Videos of the Product Issue: Visual evidence allows you to better understand the problem, identify the cause, and assess the extent of the damage.
• Detailed Description of the Problem: Ask the customer to explain the issue clearly, including when it started, any steps they have taken to fix it (if any), and their preferred solution.

Check the order and compare with store policies

• Look up the order details in the system using the provided order number.
• Compare the information with the store’s return and warranty policies to determine how the issue should be handled.

Ask additional questions if needed

• If the provided details are unclear or incomplete, don’t hesitate to ask follow-up questions to clarify the issue.
• Use open-ended questions to encourage customers to share more details.
• Listen carefully to their responses and take note of key information.

Collecting and verifying accurate information helps resolve complaints effectively and properly.

Step 3: Offer a clear and fair solution

A sincere apology is important, but it’s not enough to fully resolve a customer’s issue. They need to know exactly what you will do to fix the problem. A clear and fair solution can ease their frustration while demonstrating your professionalism and responsibility.

Solutions based on store policies

If the issue is the store’s fault and covered by the policy:

• Free Replacement: Offered when the product has defects due to manufacturing or shipping.
• Refund: Provided when the customer does not want a replacement or if the product is severely damaged.
• Discount on the Next Purchase: Given when the customer chooses to keep the product but expects compensation.

If the issue is the store’s fault but outside the support policy:

Evaluate the case individually and consider partial support, such as a discount or a voucher.

If the issue is not the store’s fault:

• Clearly explain the reason: Provide an honest and objective explanation of the cause.
• Offer a reasonable solution: Give a discount voucher for a future purchase or guide the customer on how to use the product correctly to avoid similar issues.

How to Communicate solutions professionally

When handling complaints, keep your communication short, clear, and to the point. Avoid overly long sentences and focus on providing specific solutions. At the same time, show empathy, let the customer know you understand and care about the inconvenience they are facing.

Offering clear and fair solutions helps calm customers and shows professionalism.

Step 4: Resolve the complaint and follow up with the customer

Solving a complaint doesn’t mean the customer service process is over. Following up after resolving the issue is crucial to ensure customer satisfaction and build long-term relationships.

After the issue is resolved

Confirm with the customer once the issue is resolved

• After taking action, inform the customer immediately about what has been done and the outcome.
• Make sure they have received all necessary information and understand the resolution process.

Send a Follow-up message to check customer satisfaction

• After a reasonable period (e.g., 1–2 days), reach out to the customer to ask about their experience.
• Use open-ended questions to encourage feedback and opinions.
• Show genuine care and be ready to answer any further questions.

Encourage happy customers to leave a positive review

• If the customer is satisfied with the resolution, politely ask them to leave a positive review on your shop’s platforms (e.g., website, social media, or e-commerce sites).
• Positive reviews help build your store’s reputation and attract more potential customers.
• You can also provide a direct link to make it easier for them to leave a review.

Step 5: Improve processes to minimize future complaints

Successfully handling complaints helps retain customers and improve business operations. It also prevents future issues, saves time and costs, and protects your store’s reputation.

Actions can improve the process

Track common complaints to update product descriptions and return policies

• Regularly review and analyze recurring customer complaints.
• Identify the root causes of these issues.
• Based on the findings, update product descriptions with clearer and more accurate details.
• Review and adjust return policies to ensure transparency and fairness.

Provide inspection guidelines to avoid misunderstandings

To minimize complaints, create a clear and easy-to-understand product inspection guide, including key steps and important notes. Attach this guide to the confirmation email or include a printed copy with the product. Additionally, encourage customers to carefully check the product before accepting the delivery.

Improve packaging and shipping to reduce product issues

• Review and assess the current packaging process to identify weaknesses.
• Use high-quality packaging materials to ensure products remain safe during shipping.
• Choose reliable shipping providers with experience in handling goods carefully.
• Thoroughly inspect products before packing and shipping them.

Improve processes, update product descriptions and policies to reduce complaints.

Professional Communication Principles for Handling Complaints

Turning difficult situations into opportunities to build trust requires professional communication. Always stay calm, avoid arguing with customers, and use positive language. Instead of saying, "We don’t offer refunds," try, "We currently don’t have a refund policy, but we can assist you by..."

Empathy is also crucial. Put yourself in the customer’s shoes, acknowledge their frustration, and show a willingness to help.

Finally, don’t just apologize, offer clear and specific solutions. This shows the customer that you genuinely care and are committed to resolving the issue.

Conclusion

When a customer is dissatisfied, they are giving you a golden opportunity to demonstrate your dedication and responsibility. Instead of "shutting the door," extend a helping hand—listen, understand, and resolve their issue thoroughly.

The 5-step process we discussed is more than just a "dry manual"—it serves as a "roadmap" that guides you through handling customer concerns and complaints with ease. Each step is a crucial piece of the puzzle, helping you build trust and create a great story about excellent customer service.

To better understand complaint resolution, you can refer to CHUS's Complaint Resolution Policy.