Consumer /Customer Complaints
Handling Dr U K Chatterjee
Oct 2013
Complaint related Definition • • A complaint is consumer dissatisfaction about a Company product expressed via a Company care line
operation (by phone, mail, e-mail, text message, web site, fax or any other accepted medium).
• A Consumer Unit or CU is the smallest unit as bought by the consumer from the customer shelves and
can be: – A single unit of packed product as purchased by the consumer or
– A number of identical units bundled into a Multi-pack purchased as a single item by the consumer or
– Different units bundled into a Multi-pack (also called Complex pack) purchased as a single item by the consumer.
– Consumer Units should be identified by a unique CU specification(s) i
• Consumer units sold is defined as the amount of consumer units sold to customers in a given period
.
• Consumer complaints per million units sold or ‘cpmu’ is a normalised figure to express consumer
complaints. The calculation is explained in the next slide. There are some companies who tries to
differentiate Design related complaints from Delivered Quality related complaints for the purpose of
accountability . These are defined as under:
• Designed quality complaints are complaints associated with in-spec sensorial, functional or performance
attributes. These may be attributable to (non-robust) product designs, artwork design (nutritional info, user
instructions), recipe, consumer behaviour, etc
• Delivered quality complaints are complaints associated with out-of-spec sensorial, functional or
performance attributes. These may be caused by non-conformances in Supply Chain e.g. in raw materials,
packaging materials, process, supplier assurance, conditions, hygiene, etc.)
CPMU Calculation Procedure
• Absolute complaints is the sum of complaints for a given combination of geography, category and time.
Similarly, the absolute number of ‘designed quality’ and ‘delivered quality complaints’ are calculated
• Consumer units sold is the sum of consumer units sold for a given combination of geography, category
and time.
• Cpmu is the absolute number of complaints per million consumer units sold for a given combination of
geography, category and time. It is calculated as follows:
Absolute number of complaints (a) (b)
• Cpmu = ---------------------------------------------------------------- x 1.000.000
Consumer units sold (a) (b)
– (a) is a given combination of geography & category and can be Country – single product category or cross category
– (b) is a given period of time and can be Month,YTD (sum of multiple months),Full year
• Note: cpmu for a given combination of geography and category will vary significantly, based on complaint
culture (which varies per country) and the nature of the category (some product types inherently trigger
more complaints e.g. due to product complexity or product handling by the consumer).
Flow Diagram – to split Designed and
Delivered Quality
Is the complaint
related to a non -
conformance in the
Supply Chain?
Report as Execution
Complaint (Supply Chain) in
the global reporting process
Is the complaint
related to a
Genuine Unilever
product?
Report as Design Complaint
(R&D) in the global reporting
process
Not required to report in the
global reporting process
Examples:
Complaints associated with out-of
spec sensorial, functional or
performance attributes. These may
be caused by non-conformances in
Supply Chain e.g. in raw materials,
packaging materials, process,
supplier assurance, conditions,
hygiene, etc.
-
Examples:
Complaints associated with in-spec
sensorial, functional or performance
attributes. These may be attributable
to (non-robust) product designs,
artwork design (nutritional info, user
instructions), recipe, consumer
behaviour, etc
.
Yes
Yes
No
No
Is the complaint
attributable to a
product / packaging
design which is not
robust enough?
No
Examples:
Packaging that is in general too weakto survive the Supply Chain,
product design that in generalis not suitable to survive for
the Supply Chain, etc.
Yes
Is the complaint
related to a product
(incl. its packaging)?
No
Yes
Examples of this are
consumer complaints about
marketing, services,
promotions, promotional
items, coupons, price,
availability and company
overall complaints (corporate)
,
.
Feedback
Is the complaint
coming from a
consumer?
Yes
Examples of this are
complaints from retailers,
wholesalers and
authorities.No
The product is counterfeit (fake)
Examples of designed quality & delivered
quality complaints Some examples of design quality complaints
A complaint about unclear information (e.g. unclear product use or ingredient declaration) on a pack of
skin cream is a designed quality complaint as it is the design process that defines what and how
information should be represented on pack.
If someone’s complaints is caused by ‘abuse’ or misuse of the product than this should be treated as a
designed quality complaint. The reason is that if there are likely ways the consumer can abuse or
misuse the product, this has to be dealt with via on-pack communication (e.g. mention that tables
margarines cannot be used for baking or that toilet cleaner must not be used in combination with other
cleaning chemicals)
If people complain about cutting themselves on the edges of a product this would classify as a
designed quality complaint as the complaint is a result of design decisions being made.
Some examples of delivered quality complaints
If people complain about insects or other foreign bodies in a product this would classify as an
delivered quality complnt as this is most likely to have happened in the SC either at our own or 3P. Complaints about impulse ice cream that is melted or covered in ice crystals are typical delivered
quality complaints related to the cold chain.
Other typical delivered quality complaints are complaints dealing with weighing, filling, mixing, packing,
underweight, short number of items, printed coding (e.g. best before date), improper sealing, scratches
or wrong contents.
Some examples : that can be designed
quality or delivered quality complaints
If someone complains about a damaged carton box with powder soup then in
principle this would classify as a delivered quality complaint because it is obvious
that the damage happened either in manufacturing or during transport. If many of
such complaints are received then it may appear that the design of the carton is
not robust enough to survive the distribution chain. In that case it could later be
classified as a designed quality complaint.
A complaint about bad taste of an ice cream that has been on the market for some
years could be classified either as designed quality or delivered quality. If
someone is a loyal user and complains about the taste then it is possible that
something went wrong in the manufacturing process or that one of the ingredients
was sub-standard. This would then be classified as a delivered quality complaint.
Analytical evidence can be used to confirm if the ice cream meets specifications. If
someone is a new user and simply does not like the taste than this would classify
as a designed quality complaint. If the design of this same ice cream product was
changed recently and the loyal consumer complains again about the taste then it
may very well be a designed quality complaint!
Quality Governance from Compliance to Designed and
Delivered Quality
(R) Responsible
(A) Accountable
Acti
vit
ies
Designed Quality Delivered Quality
On Shelf Quality
Consumer
Complaints
Careline
3-Year
Rolling
Benchmarking
Brand
Performance
Standards
A/B
Incidents
Output Quality Improvement plans Brand Quality
Objectives/Standards
Mktg/Dev (R)
l SC Leader (A)
)
Mktg/Dev(R)
l SC Leader (A)
)
SC Leader (R ) Mktg/Dev(A)
Monitoring/Feedback
Monitoring/Feedback
Crisis Management
Mktg/Dev
responsibility
Mfg Unit /SC
Supply Chain is the Quality Conscience and process owner
“Designed Quality” Responsibilities
• Brand Performance Standards
– Defined by the Brand leadership
– Informed by consumer and customer needs ( Market Research , QFD studies)
– Translated into parameters that can be used for product design, specification and quality
evaluation (Brand Quality Objectives/ Standards)
– In place for all brands with action standards of superiority on key attributes versus identified
competitors (including private label)
• Competitor Benchmarking
– 3 year rolling Product Benchmarking plan by Category
• based on prioritised SKU lists (including technical, blind and branded product testing)
– Program integrated with Consumer Research teams
• Quality Champion in Development ?
– Responsible for ensuring the Brand and Quality performance standards are updated
– Accountable for quality improvement plans by design
“Delivered Quality” Governance
• Consumer Complaints
– Monitoring and consumer feedback Company Chairman
• Establish feedback system with consumers (care lines)
– Reduction Process SC Leader
• Identify issues using care line data
• Establish a program to reduce complaints closely working with Development
• Operationalise the improvement actions
• On Shelf Quality
– Monitoring Quality Leader
• Methodology to be defined
• Execution as appropriate for country
– Improvement SC Leader
• Identify issues
• Establish program to correct
• Operationalise the improvement
• Quality Incidents
– Crisis Management Co Chairman
• Lead crisis team
• Process Q Incident Policy
– Reducing incidents SC Leader
• Detailed review & corrective actions
• e.g. Artwork Management, Hygienic Design/Processing, Supplier Approval, Product Control through
Finished Goods warehousing and Incident Management Processes
What do we mean by Responsibility ?
• Goes beyond responsibility as
it also includes tasks the
individual should influence, but
cannot directly enforce
• Encompasses the areas of the
responsibility of direct reports
and/or the areas of
responsibility of the individuals
that are functionally led (dotted
line)
• Can be shared, but can not be
delegated
• Includes an obligation to
challenge and follow up on the
plan/actions of the responsible
individual
• Accountability can be
described by: Propose…,
ensure…, support…,
facilitate…, monitor…, follow
up…
• Responsibility can be
described by: Decide…, set…,
define…, manage…,
perform…, act upon…, assume
the results…
Responsibility Accountability
• Embraces the main tasks of the
individual
• The individual can act upon
themselves with own resources
• Assumes decision-making
authority and the
competence/ability to directly
enforce the execution of the task
• Is assigned to an individual and
can neither be delegated nor
shared
• Implies full accountability for the
related tasks
Responsibility & accountability relate to an individual, not to his
department
Acronym Definition
W (Works) - does the task
- prepares materials/outputs
A (Accountable) - set priorities & allocates resources
- shapes, initiates and gives direction
- takes decisions/approves/authorises
- accountable for process integrity/quality
- challenges assumptions/proposals/ plans/delivery
L (Leads) - manages/supervises the execution of plans &
tasks
- responsible for delivery of actions/projects
C (Consulted) - is consulted regarding plans/tasks/outcomes
- provides feedback/input to plans/tasks/outputs
- consulted before decisions are made
I (Informed) - is informed about plan/tasks/outcomes
- informed after decision taken
WALCI
Capture of Complaints using CRM-SAP
Corporate Lead Function
Consumers / Customers
Agency Call Centre
TechShastra Local courier
Care lines – HO/ Office
Developm
ent/Mktg
Courier
Brand
Legal
QA Custome
r Dev
Sample
Exchange
SAP
SAP
SAP
Phone
SMS Snail-Mail
SAP
Consum
er
Call
/ V
isit
Careline process an example
Root Cause analysis to be standardised
Losses
Complaints/
defects
Design or
execution Root Cause Analysis Improvement actions (examples)
Pack (before opening) Men Material Machine Method
Pack StatutoryMissing info. on
label Design a a Local product approval procedure - implementation
Missing/illegible
pack code Exec. (fac) a a a Change from Inkjet to laser/ on line code checker
Short weight Exec (fac) a aBulk density variation/weighing scale effy./on line weight
checker
Printing error
Exec
(supplier) a a Supplier capability/incoming quality control
Pack Aesthetics Damaged pack Design a a Qii (machine/transit trial) - Pkg design (Prim./Sec.)
Exec a a Storage/handling/Transp. Norm. adherance
Other defects Design a a Antistatic property of container, machine/conveyor design
Exec (SC) a a QM Pillar make implementation
Pack functionality Malfunction Design a a Pkg. design/MOC etc correction
Exec (SU) a a a Compliance with process specs.
Product (after opening)
Product appeal Colour Design a a aProduct not meeting standard (MPT to commercial
production)
(visual) Exec a a a Non adherance to RM/process specs.
Foreign matter Exec a a a aGMP/HACCP implementation & process control in
supplier/SU
Texture Design a a Sieve by design
Exec a a Hardware/blending capability, RM quality
Sensorial requirementsPerfume/Taste/od
or Design a Perfume impact by design
Exec a a a RM quality, Dosing issue, expiry date, skill gap
In use property Contamination Design a a a Hardware/Process design
(Chem./Micro.) Exec a a a aHACCP implementation, RM quality, Cleaning &
disinfection procedure
Effectiveness of Design a a a Formulation design issue; specs not upto mark
(not cleaning etc) Exec (fac) a a a Process control issue
Product thin/thick/ Design a a a MPT/Transit/Storage trial; Hardware process design (QM)
separation etc Exec (fac) a a a a RM quality/Process control issue
Claims Advt. /pack claim Design a a Product Approval procedure
Reaction on use Skin irritation Design a a a Consumer/market test, formulation
Others Spurious packs Exec a a Packaging material/finished goods disposal procedure
Expired packs Exec a Finished goods inventory management
Process to Identify Top Q Issues and actions
Country Complaints
Coordinator(CCC)
Manufacturing
R&D Cat TM Contact
EXECUTION
Evaluation for the
Corrective ActionsResp: Program Dir
CONSUMER COMPLAINTS
R&D CORRECTIVE ACTION
PROJECT (RDCTeam- BD,SC)
Spec changes – Procedure updates
IMPLEMENTATION BY TM
OpCo
QA CONTACT
Self assessment and action plans
DESIGN
IMPORT
PRODUCTS PRODUCER OPCO
answer
RDC Contact
Answer
TM Team (OpCo) Corrective actions
& Implementationİntegrity check
Answer to the complaint owner
Answer
answeranswer
DESIGN & EXECUTION SPLITin coordination with R&D and SC
DEPARTMENT SPLIT
Self assessment and Action plans
Call Center
COPY:
Answer
Product – Packaging- Process
Answer
Logistics &
distribution
SM
SUPPLY
CHAIN
Proposal – How complaints
would be analysed by
Local TM and RDC to
determine root cause and
corrective action before
reporting to Reg QA/RCLT
0
100
200
300
400
500
Jan08 Feb08 Mar08 April08 May08 June08 July08 Aug08 Spet.08 Oct08 Nov08 Dec08
Taste complaints ( 3 year avg) + 6σ
Taste complaints (3 year avg)
Taste complaints (3 year avg) + 3σ
Consumer Complaint ( cpmu )
Q Issue Q issue
Complaints action limits -an example
Formal alert of an issue = 3σ
Threshold level for Crisis = 6σ
Q Crisis
Care Line
contacts
Consumer
Complaint Target
Setting
Consumer
Complaints Report
Embed, predict and prevent in Future
Innovation Projects and Design
Embed and Prevent in Brand
Embed and prevent in Supply Chain
(excl. Supply Management)
Embed and prevent in Supply
Management
Quarterly feedback on Q parameters and
monthly feedback on Top Q issues by
Quality Team
Execution related to SC
Leader parallely
Quarterly Quality reports with trend
analysis, performance and actions Design
Make
Supply
Brand
Deliver
1 2
3
4
5
6
7 8
9
10
11
Ac
tion
&
Mo
nito
r C
om
mu
nic
ate
A
na
lys
e, p
rioritis
e,
alig
n &
co
mm
it
Me
as
ure
E
mb
ed
& P
reve
nt
Escalation of
urgent complaints
Complaint
Consumer Compl. handling approach–an example
1a
Care line Quality Assurance
Company Board
Quality Assurance
Analysis & discussions led by QA
(presentation to Co Board)
Execution
related issues
Design related
issues
Immediate
actions: Unit
Discuss with
lSC/R&D
Screen/Trend analysis:
Top Quality issues
Board decisions/actions to
be communicated by QA
R&D Programme
Mktg
All SC/Mfg
l Supply Management
predict
Unitwise report to SC
Unit manager/ SC
Full report to QA Community
All QA, QC managers
SC and R&D
Report to Dev/Mktg
Brand
Quality on
Shelf/Ex fac./non
conformances
report
Both Design/exec related to
the Board for decision
For MNCs Standardise Consumer Lines - an example Country Since
when
Carelin
es in
place
Other
countries
covered
Software used Coverage-
Con/Cust
/Foods
Soln
complaint
s
Respons
ible for
Careline
Contact to
careline
through
Careline
timing (Mgt.
after office
hrs)
Product
related
complai
nts %
Perf.
Evaluation
of C/Line
Careline
nos.
printed on
all pkgs?.
Design
/Exec
split
Standard
reports
Safety/H
ealth
overvie
w/Escal
ation
Int/Ext.
(FTEs)
India
2008 SAP CRM Ver 7.0 Consumer/C
ustomer
Corp.QA Tollfree
Number/E
Mail/Snail mail
0900 to 2200 hrs
(recording)
6 YES YES YES Ext. (12)
Bangladesh2009 CRM-BD Consumer/C
ustomer
Brands/QA Telephone/E
Mail/SMS
0900 to 1730 hrs YES YES Ext. (4)
Pakistan2001 Raabta CRM Con./Cust.
FS sep.
CMI Telephone/E
Mail/Post
0900 to 1900 hrs 1 YES YES YES YES Int (2),
Ext(10)
Sri Lanka2008 MS Access Data Base Consumer Corp.QA Phone, Letters,E-
mails,SMS
0700 to 1630 hrs
(voicemail)
16 YES YES YES YES YES Int. (1)
China2000 CRM SOFTWARE Con./Custom
er/FS
CRM Mgr. Email, phone,
fax,
0900 to 1700 hrs
(sales staff)
6 YES YES YES YES YES Int. (15)
Taiwan1993 T- contect Center Con./Cust.
FS sep.
QA Phone,email,post 0830 to 1745
(voicemail)
15 YES YES YES YES YES Int. (2)
Hongkong 2005 Microsoft Excel Consumer Marketing Phone 0900 to 1730 5 NO YES NO YES YES Int. (2)
Japan1995 U-call system Consumer/C
ustomer
CIB Phone/Web 0900 to 1700 hrs 20 YES YES YES YES YES Int. (11)
Korea 1993 Cons. Inform.system Consumer QA Mgr. Phone Co. working hrs. YES NO YES Int. (2)
Australa
sia
New Zealand Webworks Con./Custom
er/FS
Mkt/Corp.rel
ations
phone, fax, email
and website
0700 to 1700 hrs
(emergency no.)
25 YES YES YES YES Int. (10)
Indonesia IT 3P Consumer/F
S
Mktg. Svcs. Toll-free, email,
letters, SMS
0800 to 1800
(emergency line)
1 YES YES Int. (13)
Philippines
1999 Web -based application Con./Custom
er/FS
Corp. Affairs Telephone &
Mobile Phones, e-
mails, SMS,
snail mail, fax
0730 to 1630 hrs
(3 CAS mobile
nos.)
5 NO YES YES YES YES Int. (3)
Thailand1997 HPC
& IC 2009
Con. Hotline Tracking Consumer/C
ustomer
QSHE
Director
Phone/Fax 0730 to 1630 hrs
(voicemail)
2.5 YES YES YES YES YES Int. (3)
Malaysia2000 Microsoft Excel Con./Custom
er/FS
NA Phone/Email 0900 to 1700
(voicemail)
42 NO YES NA YES Int (1)
Singaporeapprox. 7
yrs
Microsoft Excel Con./Cust.
FS sep.
Admn.
Coord.
Phone 0900 to 1730
(voicemail)
NO YES NA NO NO Int. (1)
Vietnam
2006 Access Customer Customer
Svc.
Phone,fax,e-
mail,text
message,
0800 to 1700 hrs 12 YES NO NO NO NO Int.
Cote D'Ivoire
2001 Burkina
Faso, Mali,
Togo, Niger,
Bénin
Microsoft-WORD Consumer;
Cust.sep.
Con. Mkt
insight mgr.
Phone/Post 0800 to 1700 hrs
(voicemail)
1 to 2 YES YES YES YES YES Int.(1)
Ghana2007 Microsoft Office
Access
Consumer/C
ustomer
Customer
Dept.
Phone 24 hrs 43 NO YES NA YES Int.
ESA
2007 Uganda &
Tanzania (All
within ESA)
MS excell Data Base Consumer/C
ustomer
Quality Ass. Emails, Phones,
Post
0800 to 1700 hrs
(phone to
security)
40 NO YES YES YES YES Int. (1)
Nigeria2008 Toll Free Line Consumer/C
ustomer
SC (Cent.
Qlty)
Phone/Email 0800 to 1700 hrs
(recording)
5 YES YES YES YES YES Int.
Arabia
2008 scope is
Arabia or
GCC (6)
countries
Microsoft Excel Con./CCM
for Cust. &
FS
Corp. SHEQ
dept.
Tollfree phone 1000 to 1900 hrs
(voicemail)
8.5 YES Launch/re-
launch
products
NO YES Ext(1),
Int.(2)
Maghreb
2004 Lotus app.system QIS Consumer Con. Svcs.
(Mktg)
Phone/email/SM
S
Office hrs
(security guards
trained)
64 YES NO YES YES YES Int. (3)
Mashreq2001 Microsoff Excel Consumer/C
ustomer
Con./Cust.
Svc QA
Phone 1000 to 2300 hrs 1 YES YES YES YES YES Ext.(8)
South Africa1993 Remedy CRS Consumer
(retail & FS)
Con.affairs
Mgr.
phone, fax, email
and post
0800 to 1600 hrs
(mobile)
60 YES YES YES YES Int. (10)
IsraelMore than
15 yrs
Vantive Consumer/F
S separate
Con.relation
s Mgr.
Phone/Fax/email 0800 to 1800 hrs 60 YES YES YES YES YES Ext.(12)
Turkey16 yrs Microsoft-CRM Consumer/C
ustomer
Con./Cust.
Mgr.
Phone/email/web
site
0900 to 1700 hrs
(voicemail)
6 YES YES YES YES YES Ext.(5)
Summary of CONSUMER CARELINES AAC
Standard Consumer Complaints Loss tree (for
all categories)
Pack related ( before opening):
• Statutory reqt: missing code , nutritional labelling missing,less weight etc
• Pack Aesthetics: poor seal, damaged pack, buckled carton, illegible code, dirty pack etc
• Pack functionality: cap not opening, difficult to tear etc
Product related ( after opening) :
• Product Appeal: lumps, foreign matter, spoilage,
• Sensorial reqts: Sensory std not met eg poor perfume/taste, colour etc
• In-use property: Basic function not met eg cleaning properties,thickness etc
• Claims: Pack/Advertisement claims not met etc.
• Reaction on use: Skin irritation etc
• Others: Spurious packs, expired packs
To be reported Monthly along with Top Consumer Cmplaints analysis and actions
at the mthly meeting
Finalise Roles ,Resp on Complaints Handling WALCI
Process
(Level 2)
Process
(Level 3)
Care
lin
e
Op
Co
Qu
ali
ty
RC
LT
Op
Co
Ch
air
ma
n
SC
EX
C.V
P
Reg
ion
al
Q.
Dir
ec
tor
Reg
ion
al
/Cat
Qu
ali
ty
Clu
ste
r Q
Co
ord
ina
tors
Op
Co
SC
Dis
trib
uti
on
Cu
sto
me
r
Dev
elo
pm
en
t
Bran
d
Bu
ild
ing
Op
Co
R&
D
TM
RV
S L
ea
de
rs
R&
D
Pro
gra
mm
e
DIR
/VP
Reg
ion
al
BD
VP
Clu
ste
r S
C
VP
/SM
VP
Reg
ion
al
SC
VP
/SC
Co
nta
ct(
Q)
UQ
AG
1-Careline Contacts LW I A I I I I I
1a- Escalation of urgent Complaints LW A I C C C
2- MCO Consumer Complaints/On shelf Quality ReportW AL I I C C
3. Consumer Complaints Target Setting C L I I A C W C C C C
4- Analysis & discussions led by MCO QA
(presentation to MCO/SC Board)
- Execution related issues
- Design related issues
L I A C C C W
5a- Quarterly feedback on Q parameters and monthly
feedback on Top Q issues to RCLTI I A L W W I I I I C
5b- Screen/Trend analysis: Top Quality issues I I A L W I I I W
6a- Design/Exec related to RCLTs (through SC contact) I C A L I C I C
6b- Execution related to RVSs (through RVS
leaders/Manex) C I A L W C I I I
6c- Feedback on actionFeedback on actions to be
communicated to Reg. Qs to be communicated to Reg. Q
A I C C I I I I I I LW
Quarterly Quality reports with trend analysis,
performance and actionsA L W I I I I I I
a-Full report to QA CommunityI A LW I I
b-Category report to RCLT X C A LW I I I C I
c-Cluster/Country report to SC C A LW I I I I
Embed, predict and prevent in Future Innovation Projects
and Design I I C W AL C I I
Embed and Prevent in Brand I I W W AL I I
Embed and prevent in Supply Chain (excl. Supply
Management) I C C C C I W C AL I
Embed and prevent in Supply Management I C C C W AL W I
LEGEND:
R- Responsible for
X- Reports being sent to /involved in discussions/informed
AAC Quality Information and Feedback Process:
Roles and Responsibility
Measure
Action & Monitor
Communicate
Embed & Prevent
Analyse,
prioritise, align &
commit
Complaint - Complainant
Risk M atrix
(Severity, Spread)
Foreign
M atterSpoilage
Not
M eeting
Standard
Pack
Damage
HPC
Pack
Damage
Foods
Empty
Pack
Reaction
on UseSpurious
Claims
Not M et
Sensorial
Prefernce
Brand
Promotn
Promise
Cheated
on Price
Cheated
on
Promotn
Not
Available
Individual Consumer Hi M e Lo Lo M e Lo Hi Lo M e Lo Hi ULo ULo ULo
Supported Consumer
(Legal / PR backing)Hi Hi M e M e Hi Lo Hi M e Hi Lo Hi ULo ULo ULo
Consumer Body Hi Hi M e M e Hi M e Hi Hi Hi Lo Hi ULo ULo ULo
Regulatory Off icial Hi Hi Hi Hi Hi Hi Hi Hi Hi Lo Hi ULo ULo ULo
Any other complaint to be risk assessed based on specific details
UnIConnect Forward Hi Hi Hi Hi Hi Hi Hi Hi ? ? ? ? ? ?
PACK MIX TRADE
Complaint - Complainant : Risk Categorization
Risk categorization based on Consumer Safety, Brand Reputation, Consumer Satisfaction
Further Call handling process flow will depend on the assessed risk
Risk Escalation based on Sample FIR, Repeat Complaint (auto), Repeat Call
Risk Escalation is for increased Visibility. Accountability for Closure does NOT migrate.
Risk Categorisation
Brand FAQs : an Example
• Brand Heritage
• Brand ReLaunch Positioning
• Brand Variants
• Brand Endorsement
• Brand Claims on Pack
• Brand Claims in Advertising
• Pack Text Declaration
• Pack Graphic Elements
• Product Functionality
• Reasons to Believe
• Product Science
• Product Development
• Product Trials
• Key Ingredients with functionality
• Product benefits over competition
• Product benefits over home
remedies
• Product Format benefits over other
formats
For Best Results, Use Before
For Best Results, Use with
Dos & Donts
Effect of In-use conditions
Storage Instructions
Usage Instructions
Disposal Instructions
Side Effects
Product Quality & Consumer Safety
Product Manufacturing Process,
Hygiene
Brand Availability, Distribution Gaps
Brand Promotional Campaigns
Brand Media Activity
Brand PR, Social Responsibility
Activities
Related guidance – Tips, Feel good
idea, Recipe
Consumer specific Problem – Solution
Price Proposition, Value for Money
What
What Not
Why
Why Not
When
When Not
Where
Where
Not
Who
Who Not
How
How Not
How
Much
Create Database ~ Brand FAQs and train
Complaint Investigation Rigor
Investigation Area
Checkpoints
Complaint Sample Inspection, Spurious/Genuine Confirmation, Complete Analysis (physical, chemical, microbial, sensorial)
Factory counter sample
Inspection, Complete Analysis ( physical, chemical, microbial, sensorial)
RM/PM Records Input QC , Supplier COA, Storage & issue , CCP, Truck check list
Manufacturing Records
Batch cards, CCP, In process analysis, Finished bulk analysis, RM traceability, Sanitation, Rework Addition, Mixing Log Book, Mixer maintenance
Packing Line Records
Line AQL, Line AOQL, PM traceability, Packing log book, Sanitation, CCP, Line Maintain ace
Storage& Dispatch Records
Warehouse audit , Micro clearance , QC clearance for FG, Truck checklist
General GMP Records
Process audit, Hygiene audit, CCP audit, PHC audit, Pest Control
Forward Supply Chain Records
Depot audit, Traceability
New Product protocols Records
Micro/Tox Safety clearance, Micro clearance, Storage study, Transit trial, Claim Support document
Consumer Engagement Preparation
Supporting Docs
Statutory
Reference BIS, CODEX
Technology Access Company Technology, R&D structures, State of Art Labs
Design Rigour Toxicological Safety Clearance, Micro Challenge Testing, Storage Study, Transit Trial, Scientific Claim Support, Clinical Evaluation
Consumer
Validation
Blind Product Tests, Consumer MR by independent 3P agency, Expert Consumer QDA Panel Test
Statutory Approvals FDA, PFA
Operational
Controls
Batch Cards, CCPs, Batch Clearances, QC, Process Audits, Traceability, Change Initiation thru controlled Manufacturing Approval Documents
Manufacturing
Hygiene
Pharma-standards for PP/Foods, HACCP, 5s, Sanitization, Cleaning & Disinfection
Accredition TPM, ISO
Endorsements Institutional Edorsements
Levercare Voice of consumer, Response Time, Investigation Rigour, Internal Actions, Factory Visits
Nature of ComplaintThreshold Limit
1st Escalation
Threshold Limit
2nd Escalation
Brand Promotion Promise 10 15
Claim not met 5 8
Sensorial Preference 20 30
Foreign Matter 3 5
Reaction on use/consumption 3 5
Spoilage 10 15
Not meeting standard 10 15
Pack Damage 10 15
Empty / Shortage 3 5
Spurious 3 5
Auto Emails
Complaint Bunching Escalation Threshold
1st Auto
Escalation 2nd Auto
Escalation
SC , MFG Head, QA Head,
Legal HO, Marketing
Manager SCDir, Legal Dir, Mktg/Dev Head
Risk Escalation is for increased Visibility only. Accountability for Closure
does NOT migrate.
Clarity on Threshold Level for Fast Tracking
Compensation Policy- An Example
Compensation Schedule of Authority
Product exchange One to One
Call centre
Product exchange One to Many (max 10)
Head office
Cheque Voucher Upto Rs. 5,000 on non-Consumer Safety issues
Senior Legal Manager Marketing Manager
Cheque Voucher on Consumer Safety issues
Legal Head Bus/ Mktg/Dev Head
Complaint KPI Targets for Complaint
Handling Team – an Example
Indicator Element KPI Metric Unit Target
Lagging
(Quarter)
Complaints
Call (Me-Hi) Closure Time Weeks <2
Call (UL-Lo) Closure Time Weeks <1
Action Closure OTIF % >90
Querry / Feedback Call Closure Time Hours <2
Action Closure OTIF % >90
Leading
(Month)
Call Handling
Quality Score % >90
Consumer
Satisfaction Survey Score % >80
Consumer Database New Additions Numbers >200
Normally Overall Consumer Complaint ( cpmu ) will be the target at the
Company level
Lever Care Analysis Call Centre Performance an example
Complaints Queries FeedbackFollow up
Calls
Dropped
CallsOthers Total Category Querry
FAQ
Bank
FAQ
Used
FAQ
Changed
FAQ
To Chng
Open
Tag Age
Toll free 277 1467 116 98 1272 8070 11300 Bus cat 203 379 18
SMS
Outbound 9 79 13 1 0 490 592 Bus cat 707 359 18
Email 62 32 28 43 0 466 631 Bus cat 163 178 11
Snail mails 5 0 0 0 0 0 5 Bus cat 61 147 13
Total 353 1578 157 142 1272 9026 12528 Bus cat 31 84 1
Bus cat 83 53 2
Bus cat 32 47 3
Day Mon Tue Wed Thu Fri Sat Week Bus cat 26 40 3
Avg #s 535 474 521 499 516 336 2881 Bus cat 2 0 0
Time (hrs( 9-11 11-13 13-15 15-17 17-19 19-21 Day Bus cat 5 0 0
Avg #s 22 44 49 58 60 72 305 Bus cat 0 0 0
Bus cat 265 25 1
Total 1578 1312 70 0 0 0
Agency Company 217
Calls
Monitored140 0 135
Avg. Score 87% 0 62%
# Agents
Grade B/C8 0 6
# Fatal
Errors4 0
Category FAQ
Avg. Retrival time(Days)
Courier Performance
Channel Distribution
Call Agent Quality
Total Calls assigned
% Retrival rate
Call Distribution
Defective Retrived
MQ experience – 1500 querries p.m. + 500 complaints
p.m.
60% queries relate to Bus cat ……
Dropped calls investigated thru call backs to 562 callers.
95% proved non-productive. No technical issue.
Courier performancec improved thru MQ
Complaint Summary- an example
Other Total
Foreign
MatterSpoilage
Not matching
Standard
Pack damage
HPC
Pack damage
FoodsEmpty Pack
Reaction
on useSpurious
Claims
not met
Sensorial
prefernce
Brand
Promtn
Promise
Cheated
on Price
Cheated on
Promotion
Not
Available ---
Bus Cat 11 0 30 1 0 2 22 7 2 6 0 0 11 9 101
Bus Cat 3 6 424 23 0 0 81 10 22 1 32 1 8 23 634
Bus Cat 0 2 4 1 0 1 19 9 3 1 1 0 0 3 44
Bus Cat 5 0 6 6 0 2 6 0 3 1 0 0 1 3 33
Bus Cat 0 1 9 6 0 0 5 7 0 0 0 0 1 2 31
Bus Cat 5 0 92 2 0 1 24 0 7 2 9 0 20 6 168
Bus Cat 4 1 44 0 3 0 0 0 0 4 161 0 4 3 224
Bus Cat 0 0 7 0 1 0 0 0 0 0 0 0 1 3 12
Bus Cat 12 39 32 0 2 0 0 0 0 2 0 3 2 4 96
Bus Cat 4 1 12 0 0 0 2 0 0 0 0 3 0 0 22
Bus Cat 3 1 5 0 0 0 1 0 0 0 0 0 0 2 12
Bus Cat 1 0 0 0 0 0 0 0 0 0 0 0 0 0 1
Bus Cat 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0
Total 48 51 665 39 6 6 160 33 37 17 203 7 48 58 0 1378
MQ Complaints Category
Pack Mix Trade
COMMENTS
Highlight High-Med Risk Complaints and
monitor trend
COMMENTS on investigation ,trend, actions on
Repeatative ones
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov DecTotal
2008
Bus Cat 12 11 8 31
Bus Cat 21 44 25 90
Bus Cat 5 9 6 20
Bus Cat 4 2 6 12
Bus Cat 3 5 1 9
Bus Cat 7 8 19 34
Bus Cat 0 4 4 8
Bus Cat 0 0 1 1
Bus Cat 12 23 18 53
Bus Cat 2 2 3 7
Bus Cat 0 3 1 4
Bus Cat 0 0 0 0
Bus Cat 2 0 0 2
Total 68 111 92 0 0 0 0 0 0 0 0 0 271
Pack Related Me-Hi Risk Complaint Trend
Consumer Satisfaction Survey post an Incident Summary of an Incident ( high no of complaints
leading to an incident/recall)
SATISFACTION SURVEY QUESTIONNAIRE
(Source: Brand)
Avg. Score
(5 pt Scale)
Have your received replacement ? 4.5
Ease of access for providing feedback to Company ? 4.4
Time taken for Company to acknowledge your complaint ? 4.2
Quality of interaction with Company Representatives ? 4.3
Time taken by Company to provide replacement ? 4.2
Quality of Replacement pack ? 4.2
Overall response of Company in dealing with your
complaint?
4.3
Will you continue to buy Vaseline in future ? 4.5
Overall 34.7
Consumers Surveyed : 224
Satisfaction Survey Score : 87%
Brand Loyalty Score : 90%
No. of Complaints - 10 day period
0
20
40
60
80
100
Jan 1-10 Jan 11-20 Jan 21-30 Feb 1-10 Feb 11-20 Feb 21-29 Mar 1-10 Mar 11-20 Mar 21-31
Jan Feb Mar
88 202 83
Total Complaints - 373
Every consumer compensated
with 2 Packs (courier)
Recall Stock Salvage to be actioned in …….
“Earn the love & respect of Consumers and Customers
By making a real difference”