1. Introduction: In modern times of trade and commerce it is very much possible that trader áes mistakes while buying and selling goods. The mistakes done by seller creates dissatisfaction in of customer and they become angry also. Many times such customers call the seller and complain courteous language. In modern times customers write letter of claim/complaints to seller. In such rest is made to resolve the complain or give additional discount etc.
2. Sellers viewpoint on complaint letters : There are two types of viewpoint of complaint letters.
(A) Negative viewpoint (B) Positive view point
(A) Negative viewpoint - “Complaint is an Headache” In olden times sellers used to have a negative viewpoint towards customers complaints and used to consider complaints as an headache customers complaints were totally unwelcomed and unnecessary and adjustment to it was brought in an unfriendly manner. This behaviour of seller could not be considered correct. They always thought that customer is complaining unnecessarily. This behaviour made them loose customers easily. Thay also lost profit and prestige of firm, So it became recessary for them to view Complaint in positive light and take it seriously.
(B) Positive Viewpoint : The seller should adopt positive viewpoint in place of negative view point. He should belive that Customer is always right. Seller should look in to the complaint of Customer and see how it can be resolved in the best possible manner giving maximum satisfaction to customer.
Due to customers complaints, seller comes to know about weakness and mistakes in their product and service. They also come to know about steps to be taken for storing, packing and transporting goods in a better way.
Thus, in modern times customer complaint is not taken as an headache but looked upon as guiding, result oriented and improvment orented.