Page 15 - EngineerIT AugustSeptember Issue 2026

TELECOMMUNICATIONS

Most businesses treat complaints Nobody should have to tell their It is often the moments when things
as admin. Each one gets logged, story twice go wrong, Stanley believes, that
resolved and closed, and nobody Technology is meant to make things easier, decide a reputation. "People watch
looks at the file again. A single but too often it does the opposite. how you behave on your worst day,
complaint is an incident; twenty A customer contacts a business, explains not your best one."
complaints about the same their issue, gets transferred, and has to
thing should make you sit up. The explain it again. "If a customer has to One brand, built twice
customer who battles to cancel, repeat their story because a company's Marketing starts the relationship.
the invoice query that returns systems don't talk to each other, the Operations builds it. And
every month-end, the feature company has failed that customer," says relationships, as Stanley points
nobody can find: these patterns Stanley. "That's what automation and AI out, are defined by their hardest
point straight at a business's should be doing: carrying the history, doing moments.
weak links, and they surface in the admin of a complaint. The relationship
complaints long before they show stays with a person." "Customers don't expect brands to
up in the numbers. be flawless," she concludes. "They
Complaints are public now expect them to be human. A sincere
Stanley goes further: a complaint, "A complaint today is as likely to land on apology, clear communication and
she argues, is a customer doing HelloPeter or Google Reviews as it is in a genuine commitment to making
your quality control for you. "The an inbox," says Stanley. "And the people things right can turn a frustrating
ones who complain still care reading it aren't just the complainant. moment into one that actually
enough to tell you. It's the ones Prospective customers judge the complaint, builds trust. Sometimes how a
who say nothing and quietly move then they judge the response. A defensive company responds to a problem
their business that you should reply, or no reply at all, tells them more becomes more memorable than the
worry about." about the brand than the mistake ever did." problem itself."

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15 | EngineerIT August/September 2026