The Sales Department as Complaint Manager

The sales team has the first and most direct contact with the customer. They are the first to notice when a customer is dissatisfied with a company’s performance. Customer dissatisfaction, when properly understood and evaluated, can become the initial spark for innovation. What matters is that the sales team addresses the conflict with the customer proactively and forwards it to the appropriate department within the company. To do this effectively, the sales team must be trained to:

• recognize a conflict in the first place,
• assign the conflict to the correct level of escalation,
• identify the customer’s underlying interests, and
• use the appropriate conflict management tool for the situation.

CenaCom staff are available at any time to support you in training your sales employees and in implementing an effective complaint management system within your company.