Use complaint reporting to reduce customer complaints

Over recent months I have visited quite a few food companies to discuss our customer complaints management software solution. What has surprised me is how many businesses do not have a clear handle on what the total cost to their business of customer complaints tracking and management time spent on complaint investigation. They do have a handle on how much time is spend on the number crunching required to create complaint reporting graphs, but that is about it. Some will also the total annual cost for vouchers, coupons or retailer admin charges. But this is the thin end of the wedge.
More time needs to be spent by some food businesses to calculate the “total cost” of complaints in their business. I think many would be shocked with the answer.