From Volume to Value: Rethinking Complaint Strategy – Webinar

Date: 19th March 2026 | 2pm GMT

Location: Virtual

Industry data shows many complaints are symptoms of failure demand, process gaps, blurred ownership, inconsistent judgement. The organisations pulling ahead aren’t just handling complaints better. They’re engineering them out.

Findings from the Institute of Customer Service (UKCSI) reinforce this shift. While more interactions are being rated right first time, the number of customers experiencing problems, and the need for complaints, remains consistent. This highlights the importance of addressing root causes rather than simply resolving issues faster.

Join Aptean Respond and Elephants Don’t Forget explore how leading organisations shift from reactive complaint handling to proactive control.

Discussion points include:

• Complaints remain stubbornly high, and the cost of inaction is rising.
• Failure demand: the operational issues hiding behind complaint volumes.
• Trust and care: the expectations shaping complaint behaviour today.
• Building the capabilities required to prevent avoidable complaints: insight, systems and frontline competence.

This isn’t about coping with complaints. It’s about eliminating avoidable friction at source.

Author: Jo Robinson

Reviewed by: Jo Robinson