Insight 15 www.aftermarketonline.net JULY/AUGUST 2025 Seeing through complaints Bill Fennell, chief ombudsman and MD at The Motor Ombudsman, looks at effective ways for garages to navigate the personal burden of receiving complaints from customers It can be disheartening for a garage to hear that something has gone wrong from a customer’s perspective, and to be on the receiving end of a complaint, despite the best efforts being made to deliver the highest level of work and service. This can have an adverse effect on staff morale and mental health, impact performance, promote stress, and be a time when employees may turn to others for emotional support to work through the issues raised. The following are some key considerations to take into account when a dispute arises, to help minimise the personal impact of complaints. From public to private With the prevalence of online feedback forums and social media platforms, the name of a staff member, as well as that of a business may be cast into the spotlight if a consumer deems to have received a sub-standard level of service. This may also be the first time that you hear of a complaint or an expression of dissatisfaction, with social media channels, such as Facebook or X, often providing consumers with the opportunity to voice an opinion to a wide audience, and where individuals, might similarly, ‘hide’ behind a pseudonym in a bid to preserve anonymity. In these circumstances, it is important to look to bring the conversation behind closed doors as quickly as possible via direct messaging, for example, to discuss and better understand the reasoning behind the complaint. Don’t take it personally Customer complaints may carry an element of emotion, and a dismissive or negative tone of voice, whether written or verbal. This could be driven by various factors, such as mood, their own circumstances – both financial and personal, and how much money is at stake in terms of the spend required on their vehicle, whether it’s for a repair or maintenance, for instance. It is, however, important to remember that when presented with this type of scenario, a dispute most often stems from a business activity or concern, rather than it being a direct personal ‘attack’. It’s good to talk Being customer-facing and dealing with complaints may prove a challenge for some, and how they are processed and felt by an individual ultimately comes down to personality, sensitivity and character. For certain people, a complaint can be left at work and not brought home at the end of the day, whilst for others, they can be very closely interlinked and promote an element of an anxiety, worry and disappointment. Where professional life interacts with family life, the burden of complaints can affect relationships, mood, sentiment, stress levels, and sleep patterns, and it is crucial that individuals never feel alone, and have the security to open up without any fear of judgement. Men can appear typically less open than women, as this could imply, in their mind, a sign of weakness or vulnerability in the eyes of others from their perspective, and subsequently may find it hard to talk to either a friend or family member or a manager. On this point, this is where it is important to know how to identify the signs of any personal struggles being experienced by colleagues, to be a source of support where possible, and to have an understanding of the professional resources that can be offered to further assist others with getting the right help that they need. This was a key driver for The Motor Ombudsman partnering with Ben, the automotive charity, to create ‘Steer’, a quick-reference guide recently launched at the Automechanika show in Birmingham, to help automotive businesses recognise and support their workers encountering mental health and wellbeing challenges. In summary… Complaints are generally of a temporary nature (i.e. they come and go), but the impact on an individual when experiencing this type of negativity can have a longer-lasting effect. Staff are the most valued asset in business, and the primary takeaway message from here is that, cared-for employees provide a springboard to drive positive customer relationships and performance in the workplace. Visit www.TheMotor Ombudsman. org/Steer to read the new ‘Steer’ guide.
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