Trade Leaders’ Guide: NAIS Tips on Consumer Complaints - Part 3

In the first part of this series of tips from NAIS to retailers on consumer complaints, we clarified the need for a well-described complaint procedure on your website.

In the second part, we continued with the question about why the channels for filing complaints from customers should be diversified.

We will now emphasize the need to negotiate directly with the complainants in order to find a solution to the dispute with them.

Tip 3: Most complaint cases are resolved during direct negotiations with the complainant


When you accept a complaint, you start a kind of negotiation process with your client. Depending on the way the complaint is received, the communication is oral or written.

In negotiations on simple cases, the oral form has no analogue. It is fast, convenient, allows for a detailed explanation of the case. To this end, however, you need employees, yours or an external company representing your call center, to be well trained in the specifics of your business, as well as to work with difficult clients, vent emotions, have the necessary authority to making decisions in case of compensation, discounts, any adjustments in the terms of the transaction.

More complex cases also require and/or writing, sharing documents, presenting evidence. As a trader, you can choose to have this happen through your own channel, email address, contact form, complaint form, or external company.

In most cases, the complaint is resolved in direct negotiations. But in some cases, it can deepen or prolong the finding of a solution, which leads to an escalation of client’s negative emotions and his desire to seek a solution in another way. Negotiations were then considered unsuccessful and the applicant had a number of options:

  • To make public statements against the company in forums, social networks, word of mouth;
  • To file a complaint to the CPC or another body;
  • To file a lawsuit;
  • Alternative Dispute Resolution (ADR).

All these reactions, except ADR, lead to aggravation of relations between the disputants, the certain loss of the client, to the loss of resources, to fines and reputational damage to the company.

Alternative Dispute Resolution (ADR) is a way that saves resources, minimizes costs, prevents fines and other damages, and preserves the customer relationship.

With the help of an independent, third party, i.e. ADR body, negotiations continue, negative emotions are calmed down and a solution is sought that satisfies both parties. This type of bodies in Bulgaria are the reconciliation commissions of CPC and ADR centers.

Follow the next publications from this series, dedicated to the best practices in dealing with complaints, from the section "Trade Leaders' Guide" on the NEWS page of, as well as in the profiles of NAIS on Facebook and LinkedIn. In the next publication we will look at the problems related to technical systems, process management and the delegation of rights and responsibilities, or in short, problems related to the internal organization.

Published on 03.05.2022 Back to news