A good complaint callback does five things in order: it says who is calling and why, lets the customer tell their side without interruption, says plainly what went wrong, says what will happen next and who will do it, and agrees how and when to follow up. It does not argue, explain at length or make promises nobody can keep. The call is short, and the most important part is the listening at the start.
This guide gives a structure for branch managers and head office teams, with sample wording, the mistakes to avoid and how to record the outcome so the case can be closed properly.
Before you pick up the phone
Preparation takes a few minutes and changes the call.
- Read the customer's message in full, in their own words. If they recorded voice or video, listen to it.
- Note what they asked for. Not every customer asks for the same thing, and some only want to be heard.
- Check what you know about the visit: which branch, which day, who was working. Do not go in with an answer ready.
- Decide in advance what you are able to offer and what needs someone else's approval. Do not promise something on the call that you will have to retract.
- Find a quiet place and time. A call taken at the counter during a rush will not go well.
The structure
1. Say who you are and why you are calling
Keep it plain. Customers who asked to be contacted are expecting the call, but they may not recognise the number or know who you are.
Example: "Hello, this is [your name] from the [branch name] branch. You sent us a message on [day] about your visit and asked us to get back to you. Is now a good time to talk?"
If it is not a good time, agree a time and keep to it.
2. Let them tell it
Ask an open question and stop talking. Do not correct, defend or explain while they speak. People who feel heard are easier to help, and you may learn something the written message did not say.
Example: "I read your message, but I would like to hear it from you. What happened?"
Take notes. Avoid filling pauses.
3. Say what went wrong, in plain words
Repeat back what you understood, and say that it should not have happened if that is true. An apology that is specific is worth more than a general one.
Example: "So you waited a long time for your order and nobody told you why, and when you asked, you were told to wait. That is not how we want anyone to be treated, and I am sorry."
Do not apologise for things you do not yet know happened. If you are not sure, say so: "I do not know yet what happened, but I will find out."
4. Say what happens next, and who does it
Be concrete. A customer wants to know what you will do, who will do it and what they can expect.
Example: "I am going to speak to the team about the order system tonight. I will also look at what we can do for you, and I will call you again by Thursday to tell you."
Only commit to what you can do. If a decision belongs to someone else, say that and say when you will have an answer.
5. Agree how and when to follow up
Ask how they would like to be contacted next. Confirm the day. Thank them for telling you.
Example: "Is this the best number to reach you? I will call you on Thursday afternoon. Thank you for taking the time to tell us."
What to avoid
- Arguing about the facts. Even if you disagree, the customer's experience is their experience.
- Explaining before listening. Reasons sound like excuses until the customer feels heard.
- Over-apologising or blaming a colleague. Neither helps.
- Promising what you cannot deliver. A missed promise makes things worse than no promise.
- Asking the customer for anything in return. A callback is a conversation to put something right, and it should not be mixed up with a request about reviews.
- Calling at a time that suits you and not them.
- Treating all complaints the same. Some customers want a fix, some want an apology and some want to know it will not happen again.
If the customer is angry
Let them finish. Lower your voice slightly and slow down. Acknowledge the feeling before the facts: "I can hear how frustrating that was." Do not match their tone.
If the call turns abusive, you may end it politely and follow up in writing. Staff do not have to accept being shouted at.
If you cannot reach them
Try more than once, at different times, and note each attempt. Leave a short message that names the branch and a number to call back, without describing the complaint on a voicemail. If you cannot reach them after your agreed attempts, record that, and do not mark the case as contacted.
How to log the outcome
A callback that is not recorded cannot be managed. Record:
- when you reached the customer, and who made the call
- what they said, in a sentence or two
- what you agreed and by when
- whether the customer was satisfied with the outcome, in their words if possible
- anything the rest of the business should learn from it
In Outhentik, a customer who asks to hear back becomes a case with an owner, a state (Open, Contacted, Resolved, Reopened) and a clock showing how long they have waited. Mark a case Contacted only when you have actually reached the customer. If the fix did not hold, head office can reopen it.
After the call
Close the loop with the team. If the call exposed a process problem, tell the person who can change it. If the same issue appears at other branches, head office should hear about it. A callback fixes one customer's problem, and what you learn from it can fix the next one.
Where Outhentik fits
Outhentik gives head office a direct line from customers. A customer who asks to be contacted becomes a case with an owner, a state and a clock, and every message is read the same way at every branch so repeated problems become visible. It supplies the structure for ownership and follow-up. The call itself, and the judgment on the day, belong to your people.
Frequently asked questions
What should I say when I call a customer back about a complaint?
Say who you are and why you are calling, let the customer explain, say what went wrong in plain words, say what happens next and who will do it, and agree how you will follow up.
How quickly should I call a customer back?
As soon as you reasonably can, and by the time you promised. A clock on each case that shows how long the customer has waited makes late calls visible. There is no single number that fits every business.
Should I apologise even if the customer is wrong?
Apologise for the experience, and for what you know went wrong. You do not have to accept facts you cannot verify. "I am sorry that was your experience, and I want to understand what happened" is honest in both cases.
Should the branch manager make the call?
Often, because they can fix things on site. If the complaint is about the manager, or the manager is not the right person, head office or an area manager should take it. Decide the rule in advance.
What if the customer wants compensation?
Decide what you can offer before the call and who approves anything larger. Offer what is fair for the problem. Do not tie any offer to a review or to the customer saying anything in public.
What if I cannot reach the customer?
Try several times at different times of day, record each attempt, and leave a short message without the details. Do not mark the case as contacted until you have spoken to them.
Can I use a script?
A structure is better than a script. Customers can tell when someone is reading, so keep the five steps and use your own words.
Try Outhentik free for 7 days, no credit card required
Outhentik gives head office a direct line from customers at every branch: a case with an owner for each customer who asks to hear back, every message read the same way, and a daily view of which problems repeat and where. For a team making complaint callbacks, that means each call has an owner, a state and a clock.