1. It is vital for a business like Cadbury World to deal with complaints appropriately.
Why? Because it prevents negative press in the newspapers as someone may go
up to the media and seriously complain because Cadbury World didn’t deal with
their problem or with any issue and the message will spread and less customers
will visit Cadbury World. It will maintain a positive business image if the
complaints are dealt with immediately and efficiently. Prevents bad word of
mouth as the customer may go home and tell family and friends about their
complaints and then there’s a chance of no one going to Cadbury World, if you
sort it out, there and then and give the customer a voucher or discount along with
an apology then the customers may come again and tell everyone that Cadbury
World dealt with my compliant appropriately and gave me an apology along with
vouchers/discount. This then would lead to Cadbury World getting more
customers and their business being repeated.
There are a range of complaints that customers report to about Cadbury World,
such as customers could complain of the lack of free chocolate, unclean toilets
and waiting too long for on the phone to enquire or complain about something.
The procedures of dealing with complaints: Cadbury World has a complaint policy
which is a written policy which staff has to follow. All staff at Cadbury World is
trained to deal with complaints, there are several ways of complaining, and some
of them are as follows:
Letter/phone:
If you phone or post your complaints then Cadbury World follow their policy
which is to contact you back within 5 working days, within those 5 days Cadbury
World will investigate it and find a solution or outcome and then respond by an
apology and a ‘sweetener’ which is a voucher or discount for the customer, which
may wan the customer to come and visit Cadbury World again. Every complaint
gets recorded on a spreadsheet and in their meetings they discuss them.
In person
a) Straight forward complaints- these are dealt with by a member of staff and
their aim should be to solve it immediately, these sort of complaints are not
recorded for example if a customer needed toilet roll, or help getting of the

2. cadabra ride then the staff would give it to them or help the customer and
the issue is dealt with, there and then.
b) Serious complaints- these are recorded in a spreadsheet and they have to
fill out a complain form with the customers and staff details as well as the
factual details. These are recorded on a spreadsheet on Microsoft excel. If
the staff can’t deal with the issue then they give the complain to someone
higher than them in the ‘chain’
If a member of staff can’t deal with the issue then they must give the
complaint to someone higher than them in the ‘chain’, for example if the
complain was made in the shop and one off the assistants couldn’t deal with
the complaint then they must give it to the shop manager.
It is important for the customer to see the complaint being dealt with
efficiently as the customer wouldn’t get more frustrated or make another
complain because this will be worse for Cadbury World and give a negative
impact towards others, it also eases the customers mind as they see that
they’re important because their issue is dealt with, the customer then calm’s
down and it distracts the customer from the issue and attracts them towards
the factual information of the issue such as were, when, how and why the
issue occurred.
The advantages of Cadbury World’s complaints policy:
Cadbury World can deal with serious and straight forward complaints without
delaying it further, they also deal with It by online, this makes it easy for
customers with internet access, as the customer just goes on to the website,
and a link directs them to the complaint form.
The disadvantages of Cadbury World’s complaints policy:
the bad things about the complaints policy is that when people send their
complaints they may consider 5day’s to be too long to deal with the
complaint, also if it’s a much more serious issue then they should deal with it as
soon as possible and not to leave it up to 5 working days. Cadbury World has
no ‘complaint line’ number so the only way to complain is by post or
email/website which is not ideal for people without internet access.

3. If Cadbury World were to ask me my opinion on how they should deal with
complaints better than I would say the following:
Staff should never offer compensation if they don’t have the authorisation to
do so, e.g. if you said to the customer that we’ll give you 2 free Cadbury World
vouchers to satisfy the customer, and then you ask the manager to send them
their vouchers, the manager may say no and then the customer will complain
again firstly for their original complaint and then for not receiving their
voucher.
Always involve the customer when you have a solution for the problem to
make them feel better, involved, important, in control and valued. This would
lead the customer to come again to see the result at Cadbury World to improve
business.
The staff must always take factual information, like what day, time, how,
where etc. they must record the information in front of the customer or over
the phone, there and then. The fact’s then should be passed on to the
complaints department to deal with it further.
When the customer is speaking, staff must never interrupt as this make the
customer more frustrated and angrier, you should let them finish and be
patient. If the customer is in front of you then you would use something called
empathy which is putting yourself in the customer shoes, and match their
emotions, for example if the customer complaints and they’re really upset then
you must feel like you’re upset too.