Standard Operating Procedure Product Complaint Tracking

Objective: To receive, identify, resolve product complaints timely so as to minimize loss of

money, time and organizational brand image.
Target Group:
Indirect Sales officers
Direct farmers, Distributors, Dealers, Institutions.
Frequency: As and when arises
Scope:
1. Customer Complaint: Product dissatisfaction either observed or communicated by the
dealers, distributors or institutions.
2. Product Dissatisfaction could be:
a. Physical
i. Bag- Bag packing material (cloth), printing colour, thickness, stitching,
text not as per norms.
ii. Pellets / Mash / Crumbs, colour, texture, smell, weight shortage, fungus,
lumps formation, hardness, more powder% in Pellet & Crumbs.
iii.
Product promotional material
b. Results
i. Targeted: Milk production , FCR, Egg production, Weight gain
ii. Untoward: Diarrhea, loose droppings, Ascites, Peeking, Mortality, Egg
shell, Drop in production, Leg weakness, Palatability.
3. Receiving complaints from Customers:
a. Complaint can be received from Farmers
b. Distributors / dealers / institutions (large amount buyer)
c. Even if farmer / distributor / dealer / institution has not communicated but observed
by our self then also complaint can be sent.
4. Forwarding Customer complaints:
Sales officer should send Product complaints to Regional Nutritionist in the given
format either directly or through team manager.
Regional Nutritionist will forward the complaints to concern persons Technical
services, Factory, Q.C. or C.B.O.
Regional farm tracking co-ordinator will take update from Nutritionist & concern
people taking action and feedback will be sent to HO- Production, HO- Marketing
and copy to AF Business Head.
Concern people (Technical support / factory / CBO / Q.C.) will take action and
inform Nutritionist
5. Record format:
Refer Annexure I

6. Feedback:
Interacting with customers while handling customer complaints
a. Receiving complaints:
When customer complaints on phone, company personnel should calmly listen to
it and promise him to look into the same.
The same distributor / dealer or farm should be visited personally to validate the
complaint and its association with farm performance, if any.
Concern feed sample should be collected properly packed and sent to Factory /
R.O. nutritionist.
If complaint is associated with deviated / affected farm performance, then the
performance should be carefully recorded and sent to Regional Nutritionist along
with or immediately after product complaint.
Customer should be conveyed that, his complaint will be analyzed / attended
properly and he will be updated accordingly.
No promise / commitment of paying damages / losses should be made unless
discussed with Team Manager & Regional Nutritionist and approved by them.
In case of product complaint associated with affected farm performance (reduced
milk / weight gain / egg production / loose dropping etc), no communication /
commitment should be made unless the farm is visited by Technical Service
Manager or Regional Nutritionist.
b. Providing Complaint feedback to Customer:
Those complaints which are observed by customers should be communicated
during next visit to the Farm / shop. If the farm visit is not immediate then he
should be updated on telephone on actions taken / completed on the complained
product.
DOs

Be vigilant in market to capture complaints as early as possible to avoid speeding it to

other customers.
Be polite and receptive while taking product complaints from customers.
Assure that company will study complaint and take appropriate corrective steps.
Inform update / actions taken on given complaints to the complaint reporting customers.
Send complaint to Regional Nutritionist as early as possible.
Follow-up with Nutritionist / Team Manager on progress of recorded complaints.

DONTs

Delay in attending complaints.

Speaking about complaints to other customer without any purpose.
Committing to pay damages / replacement without validating the complaint and approval
from Team Manager / Nutritionist.

Not communicating to customer after action taken on complaints.

Customer (Farmer / Dealer / Distributor)

Farm Performance

Physical
Report

Report

Visit & Validate

Sales Officer

Report

Visit & Validate

Sample for
analysis

Technical manager
Visit
Team Manager

Factory
Feedback over action
taken

Regional Nutritionist / Q.C.

Update and
guidance

Head Q.C.

Regional Business Head

AF Business Head

HO- Marketing

CBO

Regional Co-ordinator

HO- Production

HO-CBO