Have you ever wondered if it might be possible to simply move a complaint into a less burdensome category like feedback? This thought can easily arise when quality goals are narrowly missed and the pressure to deliver good metrics grows. That’s exactly what I came across recently: the question of whether complaints could be declared “valuable feedback” to improve statistics. Sounds tempting, doesn’t it? But what does ISO 9001 have to say about it? And where do we draw the line between a complaint and feedback?
What defines a complaint?
A complaint is a clear sign that something has not worked as expected. ISO 9001 defines complaints as a form of customer satisfaction feedback indicating a deviation from the established standard. However, complaints are more than mere numbers in a statistic – they often involve emotions, expectations, and sometimes even legal claims.
An example: A customer complains that a delivered product does not work and requests either a refund or a replacement. This is clearly a complaint: it not only shows the customer’s dissatisfaction but also requires a specific response from the company.
In ISO 9001, complaints fall under the category “Control of Nonconformities” (Section 10.2). They require structured processes to analyze the root cause, implement corrective actions, and learn from them. The goal is to avoid similar issues in the future.
ISO 9001:2015 Section 10.2.1
a) respond to the nonconformity and, as applicable:
1) take actions to control and correct it;
2) deal with the consequences;
b) evaluate the need for actions to eliminate the causes of nonconformities so they do not recur or occur elsewhere, …
Feedback – The More Flexible Form of Response
Unlike complaints, feedback is often less direct and less binding. It can be positive or negative and offers insights into your customers’ perceptions. ISO 9001 encourages handling feedback as a tool for continuous improvement (Section 9.1.2).
ISO 9001:2015 Section 9.1.2An example: A customer mentions that they appreciate your product but are missing a feature that would be useful to them. There is no demand or complaint here—just a suggestion. This kind of feedback can help you drive innovation and boost customer satisfaction.
Can a Complaint Be Feedback?
The temptation to reinterpret complaints as feedback is strong, especially if the customer isn’t making specific demands. But here’s the challenge: ISO 9001 calls for a clear distinction. Complaints signal problems that need systematic correction, while feedback is more of an input for improvement.
A gray area: A customer points out a flaw but does not request compensation. Is that feedback or a complaint? The decision depends on how you interpret the customer’s need. Under ISO 9001, complaints must always be traceably documented—also to avoid potential legal consequences.
The Legal Aspect
From a legal perspective, complaints often involve deadlines and obligations. When a customer expresses dissatisfaction, it could serve as a basis for claims, even if the wording is vague. By relabeling a complaint as feedback, you risk overlooking necessary legal steps.
Although ISO 9001 is not a law, it helps companies operate systematically and comply with legal requirements. In this context, complaints are a tool to minimize risks and optimize processes—provided they are taken seriously and handled correctly.
Practical Tips: Use Complaints and Feedback Effectively
1. Create clear processes: Ensure that complaints and feedback are recorded and handled separately. A solid documentation system helps you avoid misunderstandings.
See Complaints as an Opportunity:
2. ISO 9001 calls for continuous improvement. Use complaints as a starting point for enhancements rather than burying them. Ask yourself: What went wrong? And how can we learn from it? That is the core idea of ISO 9001.
3. Actively request feedback: Promote a culture where customers feel encouraged to provide both positive and negative feedback. This strengthens the relationship and shows that you value your customers’ opinions.
Conclusion: A Balancing Act with a Clear Focus
Complaints and feedback are two sides of the same coin. While feedback is a valuable resource for further development, complaints are a wake-up call to address fundamental problems. ISO 9001 provides the perfect framework to manage both systematically. Trying to disguise complaints as feedback may be tempting in the short term, but in the long run, it undermines customer trust—and that’s a risk no quality management should take.
Use the options ISO 9001 offers you, and make both feedback and complaints part of your success strategy. In the end, it’s not just about what went wrong, but how you deal with it.
Jonathan
https://sternberg-consulting.comJonathan Sternberg, founder of Sternberg Consulting, brings extensive experience from the automotive, semiconductor, and optical industries. He focuses on customized solutions and genuine collaboration in quality management.
