Handling e-complaints in customer complaint management system using FMEA as a qualitative system

Negative customer perception often manifest as formal companies; while unknown percentages do not become so visible. Within a customer complaint management system, it is possible through careful analysis to identify the flaws in the service standards, in the complaint handling procedure itself, and the finer points which help to formulate resolution methods. When major key problems persist, complaints may spread across a range of company activity, from operational employee performance to managerial handling of both policy and practice. A poorly managed and/or designed complaint system will inevitably impact on the company's profit and loss status, through excessive expenditures, damage to market reputation and declining income. As the ultimate goal of a company is to content customers, acquire an efficient profit margin, and have a long-lasting relationship with customers and improving market shares. They should handle the complaints within complaint management system and this system alone must be under the monitoring of customer relationship management system. The aim of this study is to identify these irregularities and to propose a strategy to minimize them. For improving reliability of the company we benefited from failure mode and effect analysis technique (FMEA) which lets preventive analysis of failures that may compromise credibility of the company. As a methodology model set of 30 questionnaires have been assigned for this reason and a case study of an airline has been chosen. Ultimately, using, 5-point likert scale and SPSS software, we were managed to administer the data and conclude the results.