Customer Complaint Management

Sales & Marketing · 5 Days · Public · Al-Khobraa certified · From USD 4,500

Overview

This specialized course tackles the issue of customer complaints by focusing on its two components: the behavioral aspect related to the individual employee who deals face to face with the complainant, and the system’s or procedural aspect related to how the organization should process a complaint, every step of the way, from the moment it is raised to its conclusion.

Learning Objectives

• Understand the concept and importance of customer feedback.
• Map the flow of customer feedback in an organization.
• Design a customer feedback system to enhance organizational performance.
• Assess and audit complaints systems.
• Defend the vital role of a customer complaints management system in enhancing organizational performance
• Demonstrate how a properly trained employee handles, step-by-step, complaining customers gain their confidence and gratitude and secures their satisfaction
• Implement a customer feedback system that will maximize customer satisfaction and retention
• Manage every phase of the complaint handling process from preparation to closing including receipt, analysis, escalation, tracking, and all internal and external communication
• Formulate relevant key performance indicators to assess and audit compliant systems
• Improve existing systems and benchmark against world-class standards.

Who Should Attend

This course is designed for staff members, and other professionals seeking to strengthen their capability in this area.

• Staff members
• Professionals in Customer Experience
• Sales, marketing and business development staff

Course Outline

Day 1 — Introduction to Understanding your Customers

• Who Is your Customer?
• The Principle Foundation of Retaining and Developing Our Customer Base
• The Service Mix
• Defining Customers’ Expectations

Day 2 — Introduction to Complaints Management

• What Is a Complaint?
• What Are the Sources of Complaints?
• Why Should an Organization Seek Complaints?
• Satisfaction versus Loyalty

Day 3 — Introduction to Complaints Management Standards

• Why Standards?
• Types of Standards
• ISO 10002 as a Model
• Essential Elements of a Complaints Management System

Day 4 — Assessing and Monitoring a Complaints Management System

• Monitoring, Measurement and Management Review
• Metrics, Measures and Key Performance Indicators for Complaints
• Analysis of Complaints
• Audits in Principle and Practice

Day 5 — Workshop & Cases studies

• Workshop & Cases studies

Accreditation

Al-Khobraa certified. On completion delegates receive an Al-Khobraa certificate of achievement.

Dates & Venues

Dates	Venue	Delivery	Duration	Fee (USD)
15–19 November 2026	Italy, Milan	Public	5 days	4,950

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Frequently Asked Questions

What do Al-Khobraa sales and marketing courses cover?

The portfolio covers digital marketing, search engine optimisation (SEO) and social media, brand and product management, marketing strategy and research, B2B and key account selling, sales management, and commercial negotiation — with practical exercises on delegates’ own markets.

Who should attend a sales and marketing course?

These courses suit sales representatives and account managers, sales and commercial managers, marketing officers and brand managers, digital and social media specialists, business development staff, and technical professionals moving into customer-facing roles.

How long are sales and marketing courses, and where are they held?

Most Al-Khobraa sales and marketing courses run over 5 days. The exact duration, dates and city for this course are listed in the dates section on this page. Public sessions run across Saudi Arabia — Riyadh, Jeddah, Al-Khobar, Jubail and Yanbu — as well as regional and international venues, with live virtual classrooms available on request.

What certificate will I receive?

Delegates who complete the course receive an Al-Khobraa certificate of completion, issued by a Saudi-registered training provider. Al-Khobraa also delivers internationally accredited programmes; where a course carries an external awarding body such as PMI, CIPS, ILM or IOSH, that body is named on the course's own page.

Can sales and marketing training be delivered in-house for our team?

Yes. Any Al-Khobraa sales and marketing course can be delivered in-house at your own premises anywhere in Saudi Arabia or the GCC, with the content, dates and language of delivery tailored to your team. Al-Khobraa is an approved HRDF (Hadaf) provider, so eligible Saudi employers can seek training support. Contact us for a quotation.

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