How to launch a complaints management system

  • Challenge

    A new way to capture complaints, feedback and compliments

  • Outcome

    A single repository to help prevent future issues by listening to the voice over the customer


banner-1-rev-2Our challenge was to engage employees likely to deal with or manage a complaint to ensure the right customer outcome within a financial services organisation.

Encourage people to use a new online tool to capture complaints, feedback and compliments – a step-change in using a single system and standard way of working to improve the customer experience.


Our solution was all about connecting complaints with the positives of listening to the customer, and educating people with a complaint versus feedback. We focussed on:

  • Developing a strong identity that was visually appealing and thought provoking
  • Launching a ‘virtual toolkit’ on the intranet for employees to download and print collateral locally to hold
    conversations and raise awareness of the new system
  • Writing a series of people features on the intranet to share the benefits of the system
  • Refreshing a dedicated intranet site as a central repository


The outcome is that the system being used across the Group as a single repository of complaints and also as an opportunity to  identify ways to prevent issues from happening in the future. The system is a valuable repository for good news stories and customer compliments too.