Complaints are an integral part of sales. Whether in physical or online retail, the latter has seen rapid growth both locally and globally. Due to the nature of online shopping, where customers make purchasing decisions based on descriptive and visual content and their own perception of the product, which can sometimes be inaccurate, complaints, returns or exchanges of orders are frequent.

Resolving complaints is a challenging and sensitive area for any company. Complaints are typically associated with problems, as a customer filing a complaint is usually an unhappy customer. If the complaint process is lengthy, it negatively impacts customer loyalty to the online store. Efficient, quick and transparent resolution of complaints significantly contributes to building loyalty among typically skeptical online shoppers, which in turn ensures increased profitability for the company. 

Today, the market is flooded with a wide range of products of varying quality, leading to an increase in the number of complaints. This occurs for various reasons, such as the use of cheaper raw materials in manufacturing final products, the focus on low production costs, improper packaging protection and lengthy logistics. With the availability of information and growing consumer awareness, customers are increasingly attentive to quality and functionality. At the same time, they are well-informed and want the best value for their money, as the market offers.

Automated Processing of Complaints 
Due to the increasing number of complaints and the need to manage them, the process chosen by a company is crucial. The complaints process, from the submission of a claim by the customer to the final processing by the seller, must be as fast and efficient as possible. With quick processing of the claim, the online retailer can gain the trust of the customer, despite their dissatisfaction with the product, which significantly impacts loyalty and customer return rates. The quality of complaint handling is ensured through automation.

The company MetaKocka d.o.o. ensures fast, high-quality and automated complaints processing for online retailers through their specialized platform, Ordermanagement (www.ordermanagement.biz). This platform offers numerous solutions for online retailers, including a new product for handling complaints.

The new module allows for the direct acceptance of complaint claims from the online store, where they are ready for quick further processing based on the specifics of the claim. The system is set up to issue credit notes, automatically create new orders if the customer requests a product exchange and MetaKocka has also automated the refund process if the customer demands it. MetaKocka has enabled users to turn complaints handling into an opportunity for gaining customer loyalty, rather than a problem.

"Since we are in daily contact with online retailers, we can observe the problems they face. This allows us to offer a solution that aligns with our business. There is an extremely high demand for automated complaints processing, which shows how important this product is for online retailers, who may have started to realize that every customer is valuable," says Matej Okorn from MetaKocka.

Complaints as a New Opportunity 
Complaints are often placed in the background of the work process, but this should not be the case. Complaints offer valuable insights into the company and the claims themselves. With a systematized record of complaints and the reasons behind them, we can identify why complaints arise in the first place. Therefore, an automated process for processing information not only enables faster and easier handling of claims, but also provides new insights that are crucial for procurement and sales of the products the company brings to the market. Thus, complaints offer new opportunities for business decisions and potential changes to the existing model.