Customer complaints management is an application of importance to the establishment of mutual and long-term relationships with customers, correcting the problems related to products and services and correcting the situations that cause dissatisfaction. If there is a defect in the products or services they purchase, this situation leads to dissatisfaction with the customers. If this dissatisfaction is not satisfied in time and in favor of the customer, the consequences of this will cause problems in terms of business. Customers who do not resolve their complaints in the direction they expect are presented in different ways. Either they do not buy the products of this enterprise again, they either communicate negatively or introduce the business badly in their environment, or they begin to look for their rights through legal means. It is important for businesses to listen to their complaints in order not to encounter such negativities.
Today's marketing approach is customer-oriented marketing. Customers are at the center of their business activities. Customers are the foundation for the existence and success of businesses. The future, income and assurance of the enterprise is the customer. According to the new marketing approach, the relationship with the customer should not focus on a single sale process, rather it should focus on customer relations. It should be more important to accept customers as a true value rather than increasing the number of transactions for the enterprise. The product benefits, not the product characteristics, are important in the new marketing approach. A short-term, not long-term perspective is essential. It is more important to meet customer expectations. Quality is not primarily the work of the production department, but the work of all departments.
Customer relationship management is the result of the marketing approach of our time and the competitiveness has always been different, no matter which sector the enterprises are operating in. Customers' ongoing relationship with the business, customer loyalty, and customer buying behavior are the points that businesses have to take care of. In this context, customers' complaints and demands are of great importance.
In the past, it was important for marketers to acquire new customers. However, in addition to acquiring new customers, it is more important to create loyalty in existing customers. The cost of retaining a earned customer is always lower than the cost of acquiring a new customer. Businesses must satisfy their existing customers and establish long-term relationships with them.
Customer satisfaction is directly proportional to customers' expectations. Expectations depend on personal needs and vary from person to person. Customer satisfaction is related to how customer expectations overlap with the service received. This means that customer satisfaction will change from person to person. When a product satisfies a customer, the same product may create dissatisfaction with another customer.
Measuring customer satisfaction is important in this respect. The aim of this study is to understand the needs and expectations of the customers, to see to what extent the business meets them, to improve the product and service standards according to the results and to monitor the change in the behavior of the customers at certain time intervals.
ISO 10002 Customer Complaint Management System standard is published by International Standards Organization (ISO). This system aims to address customer complaints systematically and to create customer satisfaction. If businesses want to establish and develop longer and more productive relationships with their existing customers, they must identify and implement processes for obtaining and analyzing customer complaints in accordance with ISO 10002 standard (TS ISO 10002 Quality management - Customer satisfaction - Guidelines for handling complaints ).
The ISO 10002 Customer Complaint Management System requires a clear and customer oriented approach. These feedbacks will have both positive statements and complaints. This system includes commitments by senior management to resolve all complaints raised by customers and to create customer satisfaction.
Customers are satisfied with the satisfaction of the products and services. According to researches, a customer who is not satisfied with the products and services tells this situation to at least 10 people. They are also to others. At this point, it was seen that the campaigns that the business would do to correct the situation did not work very well.