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Description

Customer Satisfaction and Complaints: Measure, Analyse and Improve

Build a reliable voice-of-the-customer system and turn every complaint into an improvement action

  • 2 days — 14 h
  • In-person or virtual
  • Foundation
  • Up to 6 participants

Satisfaction surveys come back with few responses and results too vague to act upon. Complaints are handled case by case by whoever receives them: the customer sometimes gets a goodwill gesture, but the root cause is never escalated and the same incident reappears a few weeks later.

Two days to build a voice-of-the-customer system that holds up: choosing measurement points, wording questions, designing the complaint handling process and making use of the data collected. Each participant leaves with a reworked questionnaire and a formalised complaint handling process for their own scope.

Learning objectives

  • Select measurement points that are relevant to the customer journey
  • Build a short and usable satisfaction questionnaire
  • Structure the process for logging and handling complaints
  • Analyse verbatim comments and complaint data to identify root causes
  • Decide on and track improvement actions arising from customer feedback

What makes this programme different

Participants bring their current questionnaire and rework it during the session
A complaint handling process is formalised on a real company case
Genuine verbatim comments supplied by participants provide the material for analysis

Programme

1Defining What You Want to Measure

Framing customer listening before launching the survey

  • Distinguishing perceived satisfaction from service conformity
  • Identifying moments of truth along the customer journey
  • Mapping the listening sources already available within the organisation
  • Defining the decisions the measurement must inform

2Designing and Running the Measurement

A short questionnaire that delivers useful answers

  • Writing neutral and non-leading questions
  • Choosing rating scales and limiting the number of questions
  • Selecting the channel and the timing of distribution
  • Following up without causing fatigue and monitoring the response rate

3Handling Complaints

From initial report to the response sent to the customer

  • Defining what constitutes a complaint within the organisation
  • Logging and categorising the complaints received
  • Setting roles and response deadlines
  • Writing a clear response that commits to a specific action
  • Ensuring immediate corrective handling before root cause analysis

4Turning Feedback into Improvement

Carrying customer feedback through to decisions

  • Grouping complaints by cause category and spotting recurring patterns
  • Analysing verbatim comments and extracting root causes
  • Selecting corrective actions and assigning owners
  • Verifying the effectiveness of the actions taken
  • Reporting results back to teams and to senior management

Who is it for

Quality managers and department heads, as well as employees in direct contact with customers or service users.

Prerequisites

No prerequisites

Dates & locations

36 scheduled dates between November 2026 and December 2027. Seats are confirmed in the order enquiries are received.

November 2026

December 2026

January 2027

February 2027

March 2027

April 2027

May 2027

June 2027

September 2027

October 2027

November 2027

December 2027

None of these dates suit you? We open additional sessions on request, and any programme can be run privately for your team.

Practical details

Before the programme
Online positioning questionnaire. Your development objectives are shared with the trainer, who tailors the practical case studies to your context.
Teaching methods
Theoretical input, workshops and practical case studies. Digital course materials and method sheets provided.
Assessment
Multiple-choice tests and role-play exercises. Assessment of learning at the start and end of the programme, with immediate and 60-day follow-up evaluations.
After the programme
One year of access to the e-learning platform. Self-assessment of the skills acquired and a 30-day follow-up session with your trainer.
How to register
Registration online or on the basis of a quotation.
Lead time
11 working days after confirmation of registration.
Accessibility
Accessible to people of determination. Contact our accessibility coordinator to design a suitable solution: contact@mpf-academy.ae
Start dates
Rolling intake: in addition to the scheduled sessions, this programme can start on request.