Mazda Training manual - part 138

Dealing with Complaints 

Curriculum Training 

37 

Show the slide to highlight the need for customer-orientated processes. 

 

15 – Managing complaints – for continual improvement 

 

 

AC5 – HOW YOU CAN CONTRIBUTE 

 

 

 

 

In the full group of delegates, ask for their ideas for how they can contribute 
PROACTIVELY to the process, so that continual improvement in customer service 
can take place. 

Log the 

complaint 

 

Monitor 

customer 

satisfaction 

Management 

analysis – 

common 

factors or 

trends?

 

Management 

review – how 

do we stop this 

happening? 

 

Continual 

improvement –

better systems 

and training 

Deal with the 

immediate 

complaint 

 

Dealing with Complaints 

 

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Curriculum Training

 

 

Ask them to note how THEY CAN CONTRIBUTE to each step – some ideas are given 
here for the Course Leader only: 

Your contribution to: 

Dealing 

Owning the complaint – resolving it professionally 

Logging 

Reporting the complaint – what does your dealership use? 

Analysis 

Talk to your manager – suggest priorities for improvement 

Review 

Again talk to your manager – suggest robust solutions to stop it happening again 

Continual improvement 

Contribute to the new systems and training 

Monitoring 

Highlight any trends that DON’T YET lead to complaints – you are the front-line eyes 
and ears 

Dealing with Complaints 

Curriculum Training 

39 

3.6 Resolving 

Complaints 

Discuss the other aspect of complaint handling, namely making sure that everyone 
in the dealership is equipped to deal with them. 

Ask delegates about the training or coaching they have received. 

Then go through the simple Mazda Complaint Resolution Formula: 

 

 

16 – Resolving Complaints 

 

 

APOLOGISE 

►

 

EMPATHISE 

►

 

REASSURE 

 

This formula has been covered briefly in the basic communication course – explain 
that you will now cover this in more detail. 

Go through each step, getting delegates to give real life examples. 

 

APOLOGISE 

•  The first thing you must do is to apologise for the failure identified by the customer. 
•  Listen carefully to what they have to say and apologise for the failure. 
•  Resist the temptation to apologise for something other than that identified by the 

customer, even if you think the customer has got it wrong. 

•  This is not the right time to correct them. 
•  Make sure the customer sees that you are taking their complaint seriously – give them 

your full attention and apologise in the right tone and with positive body language. 

−

  We shall look at these later. 

•  The effect of an apology is to diffuse the situation and show that we will do everything 

we can to resolve the problem. 

Your Notes 

 

 

 

 

 

 

 

Dealing with Complaints 

 

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Curriculum Training

 

EMPATHISE 

•  The second step is to empathise with them – by confirming our understanding of the 

problem and its impact on the customer. 

•  Acknowledge the error and express regret regarding the inconvenience that the 

customer has experienced. 

•  If the right tone of voice is used this will show that their concerns are being taken very seriously. 

Your Notes 

 

 

 

 

 

 

These two steps are important because they show the customer that we value them. 
However, they don’t prove that they should continue to do business with you. For that you 
need the third step. 

 

REASSURE 

•  You must now make sure that the customer is confident that something will be done 

about the complaint. 

•  This reassurance can be in two stages: 

1.  FIRST fix the customer’s immediate problem – tell them what you are going to do 

and then take corrective action. 

2.  THEN prevent future breakdowns – assure the customer that processes will be put 

in place to make sure it doesn’t happen again. 

This will reassure them that it will not happen to them again, and that other 
customers will not experience a similar difficulty. 

This second stage is very powerful – it can overcome major anger and frustration. It 
shows that you value them and that they are helping you improve your systems. 

Make the link to the earlier process for managing complaints – and the delegates’ 
contribution to making sure that the promise is kept – it WILL NOT happen again. 

Your Notes