Consumer /Customer Complaints

Handling Dr U K Chatterjee

Oct 2013

Complaint related Definition • • A complaint is consumer dissatisfaction about a Company product expressed via a Company care line

operation (by phone, mail, e-mail, text message, web site, fax or any other accepted medium).

• A Consumer Unit or CU is the smallest unit as bought by the consumer from the customer shelves and

can be: – A single unit of packed product as purchased by the consumer or

– A number of identical units bundled into a Multi-pack purchased as a single item by the consumer or

– Different units bundled into a Multi-pack (also called Complex pack) purchased as a single item by the consumer.

– Consumer Units should be identified by a unique CU specification(s) i

• Consumer units sold is defined as the amount of consumer units sold to customers in a given period

.

• Consumer complaints per million units sold or ‘cpmu’ is a normalised figure to express consumer

complaints. The calculation is explained in the next slide. There are some companies who tries to

differentiate Design related complaints from Delivered Quality related complaints for the purpose of

accountability . These are defined as under:

• Designed quality complaints are complaints associated with in-spec sensorial, functional or performance

attributes. These may be attributable to (non-robust) product designs, artwork design (nutritional info, user

instructions), recipe, consumer behaviour, etc

• Delivered quality complaints are complaints associated with out-of-spec sensorial, functional or

performance attributes. These may be caused by non-conformances in Supply Chain e.g. in raw materials,

packaging materials, process, supplier assurance, conditions, hygiene, etc.)

CPMU Calculation Procedure

• Absolute complaints is the sum of complaints for a given combination of geography, category and time.

Similarly, the absolute number of ‘designed quality’ and ‘delivered quality complaints’ are calculated

• Consumer units sold is the sum of consumer units sold for a given combination of geography, category

and time.

• Cpmu is the absolute number of complaints per million consumer units sold for a given combination of

geography, category and time. It is calculated as follows:

Absolute number of complaints (a) (b)

• Cpmu = ---------------------------------------------------------------- x 1.000.000

Consumer units sold (a) (b)

– (a) is a given combination of geography & category and can be Country – single product category or cross category

– (b) is a given period of time and can be Month,YTD (sum of multiple months),Full year

• Note: cpmu for a given combination of geography and category will vary significantly, based on complaint

culture (which varies per country) and the nature of the category (some product types inherently trigger

more complaints e.g. due to product complexity or product handling by the consumer).

Flow Diagram – to split Designed and

Delivered Quality

Is the complaint

related to a non -

conformance in the

Supply Chain?

Report as Execution

Complaint (Supply Chain) in

the global reporting process

Is the complaint

related to a

Genuine Unilever

product?

Report as Design Complaint

(R&D) in the global reporting

process

Not required to report in the

global reporting process

Examples:

Complaints associated with out-of

spec sensorial, functional or

performance attributes. These may

be caused by non-conformances in

Supply Chain e.g. in raw materials,

packaging materials, process,

supplier assurance, conditions,

hygiene, etc.

-

Examples:

Complaints associated with in-spec

sensorial, functional or performance

attributes. These may be attributable

to (non-robust) product designs,

artwork design (nutritional info, user

instructions), recipe, consumer

behaviour, etc

.

Yes

Yes

No

No

Is the complaint

attributable to a

product / packaging

design which is not

robust enough?

No

Examples:

Packaging that is in general too weakto survive the Supply Chain,

product design that in generalis not suitable to survive for

the Supply Chain, etc.

Yes

Is the complaint

related to a product

(incl. its packaging)?

No

Yes

Examples of this are

consumer complaints about

marketing, services,

promotions, promotional

items, coupons, price,

availability and company

overall complaints (corporate)

,

.

Feedback

Is the complaint

coming from a

consumer?

Yes

Examples of this are

complaints from retailers,

wholesalers and

authorities.No

The product is counterfeit (fake)

Examples of designed quality & delivered

quality complaints Some examples of design quality complaints

A complaint about unclear information (e.g. unclear product use or ingredient declaration) on a pack of

skin cream is a designed quality complaint as it is the design process that defines what and how

information should be represented on pack.

If someone’s complaints is caused by ‘abuse’ or misuse of the product than this should be treated as a

designed quality complaint. The reason is that if there are likely ways the consumer can abuse or

misuse the product, this has to be dealt with via on-pack communication (e.g. mention that tables

margarines cannot be used for baking or that toilet cleaner must not be used in combination with other

cleaning chemicals)

If people complain about cutting themselves on the edges of a product this would classify as a

designed quality complaint as the complaint is a result of design decisions being made.

Some examples of delivered quality complaints

If people complain about insects or other foreign bodies in a product this would classify as an

delivered quality complnt as this is most likely to have happened in the SC either at our own or 3P. Complaints about impulse ice cream that is melted or covered in ice crystals are typical delivered

quality complaints related to the cold chain.

Other typical delivered quality complaints are complaints dealing with weighing, filling, mixing, packing,

underweight, short number of items, printed coding (e.g. best before date), improper sealing, scratches

or wrong contents.

Some examples : that can be designed

quality or delivered quality complaints

If someone complains about a damaged carton box with powder soup then in

principle this would classify as a delivered quality complaint because it is obvious

that the damage happened either in manufacturing or during transport. If many of

such complaints are received then it may appear that the design of the carton is

not robust enough to survive the distribution chain. In that case it could later be

classified as a designed quality complaint.

A complaint about bad taste of an ice cream that has been on the market for some

years could be classified either as designed quality or delivered quality. If

someone is a loyal user and complains about the taste then it is possible that

something went wrong in the manufacturing process or that one of the ingredients

was sub-standard. This would then be classified as a delivered quality complaint.

Analytical evidence can be used to confirm if the ice cream meets specifications. If

someone is a new user and simply does not like the taste than this would classify

as a designed quality complaint. If the design of this same ice cream product was

changed recently and the loyal consumer complains again about the taste then it

may very well be a designed quality complaint!

Quality Governance from Compliance to Designed and

Delivered Quality

(R) Responsible

(A) Accountable

Acti

vit

ies

Designed Quality Delivered Quality

On Shelf Quality

Consumer

Complaints

Careline

3-Year

Rolling

Benchmarking

Brand

Performance

Standards

A/B

Incidents

Output Quality Improvement plans Brand Quality

Objectives/Standards

Mktg/Dev (R)

l SC Leader (A)

)

Mktg/Dev(R)

l SC Leader (A)

)

SC Leader (R ) Mktg/Dev(A)

Monitoring/Feedback

Monitoring/Feedback

Crisis Management

Mktg/Dev

responsibility

Mfg Unit /SC

Supply Chain is the Quality Conscience and process owner

“Designed Quality” Responsibilities

• Brand Performance Standards

– Defined by the Brand leadership

– Informed by consumer and customer needs ( Market Research , QFD studies)

– Translated into parameters that can be used for product design, specification and quality

evaluation (Brand Quality Objectives/ Standards)

– In place for all brands with action standards of superiority on key attributes versus identified

competitors (including private label)

• Competitor Benchmarking

– 3 year rolling Product Benchmarking plan by Category

• based on prioritised SKU lists (including technical, blind and branded product testing)

– Program integrated with Consumer Research teams

• Quality Champion in Development ?

– Responsible for ensuring the Brand and Quality performance standards are updated

– Accountable for quality improvement plans by design

“Delivered Quality” Governance

• Consumer Complaints

– Monitoring and consumer feedback Company Chairman

• Establish feedback system with consumers (care lines)

– Reduction Process SC Leader

• Identify issues using care line data

• Establish a program to reduce complaints closely working with Development

• Operationalise the improvement actions

• On Shelf Quality

– Monitoring Quality Leader

• Methodology to be defined

• Execution as appropriate for country

– Improvement SC Leader

• Identify issues

• Establish program to correct

• Operationalise the improvement

• Quality Incidents

– Crisis Management Co Chairman

• Lead crisis team

• Process Q Incident Policy

– Reducing incidents SC Leader

• Detailed review & corrective actions

• e.g. Artwork Management, Hygienic Design/Processing, Supplier Approval, Product Control through

Finished Goods warehousing and Incident Management Processes

What do we mean by Responsibility ?

• Goes beyond responsibility as

it also includes tasks the

individual should influence, but

cannot directly enforce

• Encompasses the areas of the

responsibility of direct reports

and/or the areas of

responsibility of the individuals

that are functionally led (dotted

line)

• Can be shared, but can not be

delegated

• Includes an obligation to

challenge and follow up on the

plan/actions of the responsible

individual

• Accountability can be

described by: Propose…,

ensure…, support…,

facilitate…, monitor…, follow

up…

• Responsibility can be

described by: Decide…, set…,

define…, manage…,

perform…, act upon…, assume

the results…

Responsibility Accountability

• Embraces the main tasks of the

individual

• The individual can act upon

themselves with own resources

• Assumes decision-making

authority and the

competence/ability to directly

enforce the execution of the task

• Is assigned to an individual and

can neither be delegated nor

shared

• Implies full accountability for the

related tasks

Responsibility & accountability relate to an individual, not to his

department

Acronym Definition

W (Works) - does the task

- prepares materials/outputs

A (Accountable) - set priorities & allocates resources

- shapes, initiates and gives direction

- takes decisions/approves/authorises

- accountable for process integrity/quality

- challenges assumptions/proposals/ plans/delivery

L (Leads) - manages/supervises the execution of plans &

tasks

- responsible for delivery of actions/projects

C (Consulted) - is consulted regarding plans/tasks/outcomes

- provides feedback/input to plans/tasks/outputs

- consulted before decisions are made

I (Informed) - is informed about plan/tasks/outcomes

- informed after decision taken

WALCI

Capture of Complaints using CRM-SAP

Corporate Lead Function

Consumers / Customers

Agency Call Centre

TechShastra Local courier

Care lines – HO/ Office

Developm

ent/Mktg

Courier

Brand

Legal

QA Custome

r Dev

Sample

Exchange

SAP

SAP

SAP

Phone

SMS Snail-Mail

email

SAP

Consum

er

Call

/ V

isit

Careline process an example

Root Cause analysis to be standardised

Losses

Complaints/

defects

Design or

execution Root Cause Analysis Improvement actions (examples)

Pack (before opening) Men Material Machine Method

Pack StatutoryMissing info. on

label Design a a Local product approval procedure - implementation

Missing/illegible

pack code Exec. (fac) a a a Change from Inkjet to laser/ on line code checker

Short weight Exec (fac) a aBulk density variation/weighing scale effy./on line weight

checker

Printing error

Exec

(supplier) a a Supplier capability/incoming quality control

Pack Aesthetics Damaged pack Design a a Qii (machine/transit trial) - Pkg design (Prim./Sec.)

Exec a a Storage/handling/Transp. Norm. adherance

Other defects Design a a Antistatic property of container, machine/conveyor design

Exec (SC) a a QM Pillar make implementation

Pack functionality Malfunction Design a a Pkg. design/MOC etc correction

Exec (SU) a a a Compliance with process specs.

Product (after opening)

Product appeal Colour Design a a aProduct not meeting standard (MPT to commercial

production)

(visual) Exec a a a Non adherance to RM/process specs.

Foreign matter Exec a a a aGMP/HACCP implementation & process control in

supplier/SU

Texture Design a a Sieve by design

Exec a a Hardware/blending capability, RM quality

Sensorial requirementsPerfume/Taste/od

or Design a Perfume impact by design

Exec a a a RM quality, Dosing issue, expiry date, skill gap

In use property Contamination Design a a a Hardware/Process design

(Chem./Micro.) Exec a a a aHACCP implementation, RM quality, Cleaning &

disinfection procedure

Effectiveness of Design a a a Formulation design issue; specs not upto mark

(not cleaning etc) Exec (fac) a a a Process control issue

Product thin/thick/ Design a a a MPT/Transit/Storage trial; Hardware process design (QM)

separation etc Exec (fac) a a a a RM quality/Process control issue

Claims Advt. /pack claim Design a a Product Approval procedure

Reaction on use Skin irritation Design a a a Consumer/market test, formulation

Others Spurious packs Exec a a Packaging material/finished goods disposal procedure

Expired packs Exec a Finished goods inventory management

Process to Identify Top Q Issues and actions

Country Complaints

Coordinator(CCC)

Manufacturing

R&D Cat TM Contact

EXECUTION

Evaluation for the

Corrective ActionsResp: Program Dir

CONSUMER COMPLAINTS

R&D CORRECTIVE ACTION

PROJECT (RDCTeam- BD,SC)

Spec changes – Procedure updates

IMPLEMENTATION BY TM

OpCo

QA CONTACT

Self assessment and action plans

DESIGN

IMPORT

PRODUCTS PRODUCER OPCO

answer

RDC Contact

Answer

TM Team (OpCo) Corrective actions

& Implementationİntegrity check

Answer to the complaint owner

Answer

answeranswer

DESIGN & EXECUTION SPLITin coordination with R&D and SC

DEPARTMENT SPLIT

Self assessment and Action plans

Call Center

COPY:

Answer

Product – Packaging- Process

Answer

Logistics &

distribution

SM

SUPPLY

CHAIN

Proposal – How complaints

would be analysed by

Local TM and RDC to

determine root cause and

corrective action before

reporting to Reg QA/RCLT

0

100

200

300

400

500

Jan08 Feb08 Mar08 April08 May08 June08 July08 Aug08 Spet.08 Oct08 Nov08 Dec08

Taste complaints ( 3 year avg) + 6σ

Taste complaints (3 year avg)

Taste complaints (3 year avg) + 3σ

Consumer Complaint ( cpmu )

Q Issue Q issue

Complaints action limits -an example

Formal alert of an issue = 3σ

Threshold level for Crisis = 6σ

Q Crisis

Care Line

contacts

Consumer

Complaint Target

Setting

Consumer

Complaints Report

Embed, predict and prevent in Future

Innovation Projects and Design

Embed and Prevent in Brand

Embed and prevent in Supply Chain

(excl. Supply Management)

Embed and prevent in Supply

Management

Quarterly feedback on Q parameters and

monthly feedback on Top Q issues by

Quality Team

Execution related to SC

Leader parallely

Quarterly Quality reports with trend

analysis, performance and actions Design

Make

Supply

Brand

Deliver

1 2

3

4

5

6

7 8

9

10

11

Ac

tion

&

Mo

nito

r C

om

mu

nic

ate

A

na

lys

e, p

rioritis

e,

alig

n &

co

mm

it

Me

as

ure

E

mb

ed

& P

reve

nt

Escalation of

urgent complaints

Complaint

Consumer Compl. handling approach–an example

1a

Care line Quality Assurance

Company Board

Quality Assurance

Analysis & discussions led by QA

(presentation to Co Board)

Execution

related issues

Design related

issues

Immediate

actions: Unit

Discuss with

lSC/R&D

Screen/Trend analysis:

Top Quality issues

Board decisions/actions to

be communicated by QA

R&D Programme

Mktg

All SC/Mfg

l Supply Management

predict

Unitwise report to SC

Unit manager/ SC

Full report to QA Community

All QA, QC managers

SC and R&D

Report to Dev/Mktg

Brand

Quality on

Shelf/Ex fac./non

conformances

report

Both Design/exec related to

the Board for decision

For MNCs Standardise Consumer Lines - an example Country Since

when

Carelin

es in

place

Other

countries

covered

Software used Coverage-

Con/Cust

/Foods

Soln

complaint

s

Respons

ible for

Careline

Contact to

careline

through

Careline

timing (Mgt.

after office

hrs)

Product

related

complai

nts %

Perf.

Evaluation

of C/Line

Careline

nos.

printed on

all pkgs?.

Design

/Exec

split

Standard

reports

Safety/H

ealth

overvie

w/Escal

ation

Int/Ext.

(FTEs)

India

2008 SAP CRM Ver 7.0 Consumer/C

ustomer

Corp.QA Tollfree

Number/E

Mail/Snail mail

0900 to 2200 hrs

(recording)

6 YES YES YES Ext. (12)

Bangladesh2009 CRM-BD Consumer/C

ustomer

Brands/QA Telephone/E

Mail/SMS

0900 to 1730 hrs YES YES Ext. (4)

Pakistan2001 Raabta CRM Con./Cust.

FS sep.

CMI Telephone/E

Mail/Post

0900 to 1900 hrs 1 YES YES YES YES Int (2),

Ext(10)

Sri Lanka2008 MS Access Data Base Consumer Corp.QA Phone, Letters,E-

mails,SMS

0700 to 1630 hrs

(voicemail)

16 YES YES YES YES YES Int. (1)

China2000 CRM SOFTWARE Con./Custom

er/FS

CRM Mgr. Email, phone,

fax,

0900 to 1700 hrs

(sales staff)

6 YES YES YES YES YES Int. (15)

Taiwan1993 T- contect Center Con./Cust.

FS sep.

QA Phone,email,post 0830 to 1745

(voicemail)

15 YES YES YES YES YES Int. (2)

Hongkong 2005 Microsoft Excel Consumer Marketing Phone 0900 to 1730 5 NO YES NO YES YES Int. (2)

Japan1995 U-call system Consumer/C

ustomer

CIB Phone/Web 0900 to 1700 hrs 20 YES YES YES YES YES Int. (11)

Korea 1993 Cons. Inform.system Consumer QA Mgr. Phone Co. working hrs. YES NO YES Int. (2)

Australa

sia

New Zealand Webworks Con./Custom

er/FS

Mkt/Corp.rel

ations

phone, fax, email

and website

0700 to 1700 hrs

(emergency no.)

25 YES YES YES YES Int. (10)

Indonesia IT 3P Consumer/F

S

Mktg. Svcs. Toll-free, email,

letters, SMS

0800 to 1800

(emergency line)

1 YES YES Int. (13)

Philippines

1999 Web -based application Con./Custom

er/FS

Corp. Affairs Telephone &

Mobile Phones, e-

mails, SMS,

snail mail, fax

0730 to 1630 hrs

(3 CAS mobile

nos.)

5 NO YES YES YES YES Int. (3)

Thailand1997 HPC

& IC 2009

Con. Hotline Tracking Consumer/C

ustomer

QSHE

Director

Phone/Fax 0730 to 1630 hrs

(voicemail)

2.5 YES YES YES YES YES Int. (3)

Malaysia2000 Microsoft Excel Con./Custom

er/FS

NA Phone/Email 0900 to 1700

(voicemail)

42 NO YES NA YES Int (1)

Singaporeapprox. 7

yrs

Microsoft Excel Con./Cust.

FS sep.

Admn.

Coord.

Phone 0900 to 1730

(voicemail)

NO YES NA NO NO Int. (1)

Vietnam

2006 Access Customer Customer

Svc.

Phone,fax,e-

mail,text

message,

0800 to 1700 hrs 12 YES NO NO NO NO Int.

Cote D'Ivoire

2001 Burkina

Faso, Mali,

Togo, Niger,

Bénin

Microsoft-WORD Consumer;

Cust.sep.

Con. Mkt

insight mgr.

Phone/Post 0800 to 1700 hrs

(voicemail)

1 to 2 YES YES YES YES YES Int.(1)

Ghana2007 Microsoft Office

Access

Consumer/C

ustomer

Customer

Dept.

Phone 24 hrs 43 NO YES NA YES Int.

ESA

2007 Uganda &

Tanzania (All

within ESA)

MS excell Data Base Consumer/C

ustomer

Quality Ass. Emails, Phones,

Post

0800 to 1700 hrs

(phone to

security)

40 NO YES YES YES YES Int. (1)

Nigeria2008 Toll Free Line Consumer/C

ustomer

SC (Cent.

Qlty)

Phone/Email 0800 to 1700 hrs

(recording)

5 YES YES YES YES YES Int.

Arabia

2008 scope is

Arabia or

GCC (6)

countries

Microsoft Excel Con./CCM

for Cust. &

FS

Corp. SHEQ

dept.

Tollfree phone 1000 to 1900 hrs

(voicemail)

8.5 YES Launch/re-

launch

products

NO YES Ext(1),

Int.(2)

Maghreb

2004 Lotus app.system QIS Consumer Con. Svcs.

(Mktg)

Phone/email/SM

S

Office hrs

(security guards

trained)

64 YES NO YES YES YES Int. (3)

Mashreq2001 Microsoff Excel Consumer/C

ustomer

Con./Cust.

Svc QA

Phone 1000 to 2300 hrs 1 YES YES YES YES YES Ext.(8)

South Africa1993 Remedy CRS Consumer

(retail & FS)

Con.affairs

Mgr.

phone, fax, email

and post

0800 to 1600 hrs

(mobile)

60 YES YES YES YES Int. (10)

IsraelMore than

15 yrs

Vantive Consumer/F

S separate

Con.relation

s Mgr.

Phone/Fax/email 0800 to 1800 hrs 60 YES YES YES YES YES Ext.(12)

Turkey16 yrs Microsoft-CRM Consumer/C

ustomer

Con./Cust.

Mgr.

Phone/email/web

site

0900 to 1700 hrs

(voicemail)

6 YES YES YES YES YES Ext.(5)

Summary of CONSUMER CARELINES AAC

Standard Consumer Complaints Loss tree (for

all categories)

Pack related ( before opening):

• Statutory reqt: missing code , nutritional labelling missing,less weight etc

• Pack Aesthetics: poor seal, damaged pack, buckled carton, illegible code, dirty pack etc

• Pack functionality: cap not opening, difficult to tear etc

Product related ( after opening) :

• Product Appeal: lumps, foreign matter, spoilage,

• Sensorial reqts: Sensory std not met eg poor perfume/taste, colour etc

• In-use property: Basic function not met eg cleaning properties,thickness etc

• Claims: Pack/Advertisement claims not met etc.

• Reaction on use: Skin irritation etc

• Others: Spurious packs, expired packs

To be reported Monthly along with Top Consumer Cmplaints analysis and actions

at the mthly meeting

Finalise Roles ,Resp on Complaints Handling WALCI

Process

(Level 2)

Process

(Level 3)

Care

lin

e

Op

Co

Qu

ali

ty

RC

LT

Op

Co

Ch

air

ma

n

SC

EX

C.V

P

Reg

ion

al

Q.

Dir

ec

tor

Reg

ion

al

/Cat

Qu

ali

ty

Clu

ste

r Q

Co

ord

ina

tors

Op

Co

SC

Dis

trib

uti

on

Cu

sto

me

r

Dev

elo

pm

en

t

Bran

d

Bu

ild

ing

Op

Co

R&

D

TM

RV

S L

ea

de

rs

R&

D

Pro

gra

mm

e

DIR

/VP

Reg

ion

al

BD

VP

Clu

ste

r S

C

VP

/SM

VP

Reg

ion

al

SC

VP

/SC

Co

nta

ct(

Q)

UQ

AG

1-Careline Contacts LW I A I I I I I

1a- Escalation of urgent Complaints LW A I C C C

2- MCO Consumer Complaints/On shelf Quality ReportW AL I I C C

3. Consumer Complaints Target Setting C L I I A C W C C C C

4- Analysis & discussions led by MCO QA

(presentation to MCO/SC Board)

- Execution related issues

- Design related issues

L I A C C C W

5a- Quarterly feedback on Q parameters and monthly

feedback on Top Q issues to RCLTI I A L W W I I I I C

5b- Screen/Trend analysis: Top Quality issues I I A L W I I I W

6a- Design/Exec related to RCLTs (through SC contact) I C A L I C I C

6b- Execution related to RVSs (through RVS

leaders/Manex) C I A L W C I I I

6c- Feedback on actionFeedback on actions to be

communicated to Reg. Qs to be communicated to Reg. Q

A I C C I I I I I I LW

Quarterly Quality reports with trend analysis,

performance and actionsA L W I I I I I I

a-Full report to QA CommunityI A LW I I

b-Category report to RCLT X C A LW I I I C I

c-Cluster/Country report to SC C A LW I I I I

Embed, predict and prevent in Future Innovation Projects

and Design I I C W AL C I I

Embed and Prevent in Brand I I W W AL I I

Embed and prevent in Supply Chain (excl. Supply

Management) I C C C C I W C AL I

Embed and prevent in Supply Management I C C C W AL W I

LEGEND:

R- Responsible for

X- Reports being sent to /involved in discussions/informed

AAC Quality Information and Feedback Process:

Roles and Responsibility

Measure

Action & Monitor

Communicate

Embed & Prevent

Analyse,

prioritise, align &

commit

Complaint - Complainant

Risk M atrix

(Severity, Spread)

Foreign

M atterSpoilage

Not

M eeting

Standard

Pack

Damage

HPC

Pack

Damage

Foods

Empty

Pack

Reaction

on UseSpurious

Claims

Not M et

Sensorial

Prefernce

Brand

Promotn

Promise

Cheated

on Price

Cheated

on

Promotn

Not

Available

Individual Consumer Hi M e Lo Lo M e Lo Hi Lo M e Lo Hi ULo ULo ULo

Supported Consumer

(Legal / PR backing)Hi Hi M e M e Hi Lo Hi M e Hi Lo Hi ULo ULo ULo

Consumer Body Hi Hi M e M e Hi M e Hi Hi Hi Lo Hi ULo ULo ULo

Regulatory Off icial Hi Hi Hi Hi Hi Hi Hi Hi Hi Lo Hi ULo ULo ULo

Any other complaint to be risk assessed based on specific details

UnIConnect Forward Hi Hi Hi Hi Hi Hi Hi Hi ? ? ? ? ? ?

PACK MIX TRADE

Complaint - Complainant : Risk Categorization

Risk categorization based on Consumer Safety, Brand Reputation, Consumer Satisfaction

Further Call handling process flow will depend on the assessed risk

Risk Escalation based on Sample FIR, Repeat Complaint (auto), Repeat Call

Risk Escalation is for increased Visibility. Accountability for Closure does NOT migrate.

Risk Categorisation

Brand FAQs : an Example

• Brand Heritage

• Brand ReLaunch Positioning

• Brand Variants

• Brand Endorsement

• Brand Claims on Pack

• Brand Claims in Advertising

• Pack Text Declaration

• Pack Graphic Elements

• Product Functionality

• Reasons to Believe

• Product Science

• Product Development

• Product Trials

• Key Ingredients with functionality

• Product benefits over competition

• Product benefits over home

remedies

• Product Format benefits over other

formats

For Best Results, Use Before

For Best Results, Use with

Dos & Donts

Effect of In-use conditions

Storage Instructions

Usage Instructions

Disposal Instructions

Side Effects

Product Quality & Consumer Safety

Product Manufacturing Process,

Hygiene

Brand Availability, Distribution Gaps

Brand Promotional Campaigns

Brand Media Activity

Brand PR, Social Responsibility

Activities

Related guidance – Tips, Feel good

idea, Recipe

Consumer specific Problem – Solution

Price Proposition, Value for Money

What

What Not

Why

Why Not

When

When Not

Where

Where

Not

Who

Who Not

How

How Not

How

Much

Create Database ~ Brand FAQs and train

Complaint Investigation Rigor

Investigation Area

Checkpoints

Complaint Sample Inspection, Spurious/Genuine Confirmation, Complete Analysis (physical, chemical, microbial, sensorial)

Factory counter sample

Inspection, Complete Analysis ( physical, chemical, microbial, sensorial)

RM/PM Records Input QC , Supplier COA, Storage & issue , CCP, Truck check list

Manufacturing Records

Batch cards, CCP, In process analysis, Finished bulk analysis, RM traceability, Sanitation, Rework Addition, Mixing Log Book, Mixer maintenance

Packing Line Records

Line AQL, Line AOQL, PM traceability, Packing log book, Sanitation, CCP, Line Maintain ace

Storage& Dispatch Records

Warehouse audit , Micro clearance , QC clearance for FG, Truck checklist

General GMP Records

Process audit, Hygiene audit, CCP audit, PHC audit, Pest Control

Forward Supply Chain Records

Depot audit, Traceability

New Product protocols Records

Micro/Tox Safety clearance, Micro clearance, Storage study, Transit trial, Claim Support document

Consumer Engagement Preparation

Supporting Docs

Statutory

Reference BIS, CODEX

Technology Access Company Technology, R&D structures, State of Art Labs

Design Rigour Toxicological Safety Clearance, Micro Challenge Testing, Storage Study, Transit Trial, Scientific Claim Support, Clinical Evaluation

Consumer

Validation

Blind Product Tests, Consumer MR by independent 3P agency, Expert Consumer QDA Panel Test

Statutory Approvals FDA, PFA

Operational

Controls

Batch Cards, CCPs, Batch Clearances, QC, Process Audits, Traceability, Change Initiation thru controlled Manufacturing Approval Documents

Manufacturing

Hygiene

Pharma-standards for PP/Foods, HACCP, 5s, Sanitization, Cleaning & Disinfection

Accredition TPM, ISO

Endorsements Institutional Edorsements

Levercare Voice of consumer, Response Time, Investigation Rigour, Internal Actions, Factory Visits

Nature of ComplaintThreshold Limit

1st Escalation

Threshold Limit

2nd Escalation

Brand Promotion Promise 10 15

Claim not met 5 8

Sensorial Preference 20 30

Foreign Matter 3 5

Reaction on use/consumption 3 5

Spoilage 10 15

Not meeting standard 10 15

Pack Damage 10 15

Empty / Shortage 3 5

Spurious 3 5

Auto Emails

Complaint Bunching Escalation Threshold

1st Auto

Escalation 2nd Auto

Escalation

SC , MFG Head, QA Head,

Legal HO, Marketing

Manager SCDir, Legal Dir, Mktg/Dev Head

Risk Escalation is for increased Visibility only. Accountability for Closure

does NOT migrate.

Clarity on Threshold Level for Fast Tracking

Compensation Policy- An Example

Compensation Schedule of Authority

Product exchange One to One

Call centre

Product exchange One to Many (max 10)

Head office

Cheque Voucher Upto Rs. 5,000 on non-Consumer Safety issues

Senior Legal Manager Marketing Manager

Cheque Voucher on Consumer Safety issues

Legal Head Bus/ Mktg/Dev Head

Complaint KPI Targets for Complaint

Handling Team – an Example

Indicator Element KPI Metric Unit Target

Lagging

(Quarter)

Complaints

Call (Me-Hi) Closure Time Weeks <2

Call (UL-Lo) Closure Time Weeks <1

Action Closure OTIF % >90

Querry / Feedback Call Closure Time Hours <2

Action Closure OTIF % >90

Leading

(Month)

Call Handling

Quality Score % >90

Consumer

Satisfaction Survey Score % >80

Consumer Database New Additions Numbers >200

Normally Overall Consumer Complaint ( cpmu ) will be the target at the

Company level

Lever Care Analysis Call Centre Performance an example

Complaints Queries FeedbackFollow up

Calls

Dropped

CallsOthers Total Category Querry

FAQ

Bank

FAQ

Used

FAQ

Changed

FAQ

To Chng

Open

Tag Age

Toll free 277 1467 116 98 1272 8070 11300 Bus cat 203 379 18

SMS

Outbound 9 79 13 1 0 490 592 Bus cat 707 359 18

Email 62 32 28 43 0 466 631 Bus cat 163 178 11

Snail mails 5 0 0 0 0 0 5 Bus cat 61 147 13

Total 353 1578 157 142 1272 9026 12528 Bus cat 31 84 1

Bus cat 83 53 2

Bus cat 32 47 3

Day Mon Tue Wed Thu Fri Sat Week Bus cat 26 40 3

Avg #s 535 474 521 499 516 336 2881 Bus cat 2 0 0

Time (hrs( 9-11 11-13 13-15 15-17 17-19 19-21 Day Bus cat 5 0 0

Avg #s 22 44 49 58 60 72 305 Bus cat 0 0 0

Bus cat 265 25 1

Total 1578 1312 70 0 0 0

Agency Company 217

Calls

Monitored140 0 135

Avg. Score 87% 0 62%

# Agents

Grade B/C8 0 6

# Fatal

Errors4 0

Category FAQ

Avg. Retrival time(Days)

Courier Performance

Channel Distribution

Call Agent Quality

Total Calls assigned

% Retrival rate

Call Distribution

Defective Retrived

MQ experience – 1500 querries p.m. + 500 complaints

p.m.

60% queries relate to Bus cat ……

Dropped calls investigated thru call backs to 562 callers.

95% proved non-productive. No technical issue.

Courier performancec improved thru MQ

Complaint Summary- an example

Other Total

Foreign

MatterSpoilage

Not matching

Standard

Pack damage

HPC

Pack damage

FoodsEmpty Pack

Reaction

on useSpurious

Claims

not met

Sensorial

prefernce

Brand

Promtn

Promise

Cheated

on Price

Cheated on

Promotion

Not

Available ---

Bus Cat 11 0 30 1 0 2 22 7 2 6 0 0 11 9 101

Bus Cat 3 6 424 23 0 0 81 10 22 1 32 1 8 23 634

Bus Cat 0 2 4 1 0 1 19 9 3 1 1 0 0 3 44

Bus Cat 5 0 6 6 0 2 6 0 3 1 0 0 1 3 33

Bus Cat 0 1 9 6 0 0 5 7 0 0 0 0 1 2 31

Bus Cat 5 0 92 2 0 1 24 0 7 2 9 0 20 6 168

Bus Cat 4 1 44 0 3 0 0 0 0 4 161 0 4 3 224

Bus Cat 0 0 7 0 1 0 0 0 0 0 0 0 1 3 12

Bus Cat 12 39 32 0 2 0 0 0 0 2 0 3 2 4 96

Bus Cat 4 1 12 0 0 0 2 0 0 0 0 3 0 0 22

Bus Cat 3 1 5 0 0 0 1 0 0 0 0 0 0 2 12

Bus Cat 1 0 0 0 0 0 0 0 0 0 0 0 0 0 1

Bus Cat 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0

Total 48 51 665 39 6 6 160 33 37 17 203 7 48 58 0 1378

MQ Complaints Category

Pack Mix Trade

COMMENTS

Highlight High-Med Risk Complaints and

monitor trend

COMMENTS on investigation ,trend, actions on

Repeatative ones

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov DecTotal

2008

Bus Cat 12 11 8 31

Bus Cat 21 44 25 90

Bus Cat 5 9 6 20

Bus Cat 4 2 6 12

Bus Cat 3 5 1 9

Bus Cat 7 8 19 34

Bus Cat 0 4 4 8

Bus Cat 0 0 1 1

Bus Cat 12 23 18 53

Bus Cat 2 2 3 7

Bus Cat 0 3 1 4

Bus Cat 0 0 0 0

Bus Cat 2 0 0 2

Total 68 111 92 0 0 0 0 0 0 0 0 0 271

Pack Related Me-Hi Risk Complaint Trend

Consumer Satisfaction Survey post an Incident Summary of an Incident ( high no of complaints

leading to an incident/recall)

SATISFACTION SURVEY QUESTIONNAIRE

(Source: Brand)

Avg. Score

(5 pt Scale)

Have your received replacement ? 4.5

Ease of access for providing feedback to Company ? 4.4

Time taken for Company to acknowledge your complaint ? 4.2

Quality of interaction with Company Representatives ? 4.3

Time taken by Company to provide replacement ? 4.2

Quality of Replacement pack ? 4.2

Overall response of Company in dealing with your

complaint?

4.3

Will you continue to buy Vaseline in future ? 4.5

Overall 34.7

Consumers Surveyed : 224

Satisfaction Survey Score : 87%

Brand Loyalty Score : 90%

No. of Complaints - 10 day period

0

20

40

60

80

100

Jan 1-10 Jan 11-20 Jan 21-30 Feb 1-10 Feb 11-20 Feb 21-29 Mar 1-10 Mar 11-20 Mar 21-31

Jan Feb Mar

88 202 83

Total Complaints - 373

Every consumer compensated

with 2 Packs (courier)

Recall Stock Salvage to be actioned in …….

“Earn the love & respect of Consumers and Customers

By making a real difference”