28/08/2026
An unresolved complaint doesn't go away, it goes everywhere.
Trustpilot, Google reviews, the family group chat.
A customer who couldn't get an answer will find an audience somewhere, and by then the complaint has stopped being a service issue and started being a brand problem.
Complex complaints are where this happens most. They rarely fit the process built by the brand, so they get passed between departments, parked in queues, or closed without being resolved.
Every transfer the customer has to repeat themselves, every week of silence, does more damage than the original problem.
Handling them well comes down to communication, empathy, and a commitment to doing the right thing by the customer.
Someone who owns the complaint from first contact and updates the customer doesn't have to chase. The judgement to move past the script when the situation demands it, and the authority to actually put things right.
We build complaint handling around one measure: was it resolved, and did the customer leave with more trust in the brand than when they called. Everything else follows from there.
