Zaugg, A.D. (2008), Online Complaint Management at Swisscom: A Case Study

To date online complaint management has received only limited attention from both scholars and practitioners. This is expected to be changing because this new way of feedback management offers considerable advantages for businesses. For getting first descriptive insights into Swiss (online) complaint management, a case study with a major Swiss telecommunication company, Swisscom, was conducted. This working paper explores how complaint management, and in particular online complaint management, is used in this company.

In the case of Swisscom, most customers complain by telephone, which is also the company’s preferred channel. But with regard to the low costs for dealing with complaints, the company would also like to promote the e-channel (email and web form), in particular when online communication replaces letters / faxes. In accordance with Zaugg/Jäggi (2006)’s study on complaining behaviour in the Swiss mobile communication market, customers complain most often about billing. Money seems to motivate customers most for complaining.

It has turned out in this case study that – at least in the next decades – the e-channel will not replace traditional channels in general. Yet, letters and faxes are expected to disappear (partly) if the company manages to offer a trustworthy and effective online complaining solution. Customers seem to consider online complaining mainly as a substitute for written communication. Thus, the e-channel can be seen complementary to channels like telephone or point of sales.