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Customer Care in the Age of AI: How Technology is Redefining Complaint Management and Escalation

  • Writer: Nick O'Halloran
    Nick O'Halloran
  • Sep 4
  • 2 min read

Man in gray shirt talking on phone, gesturing with one hand, looking frustrated. Blue curtains in the background create a calm setting.

Customer complaints are inevitable, but how businesses manage them can make a significant difference in customer retention. In the automotive industry, AI is playing an increasingly important role in managing complaints, ensuring that issues are addressed quickly, accurately, and efficiently.


The Traditional Complaint Management Process

Traditionally, handling complaints in the automotive industry involved speaking with a customer service representative, who would then take down the complaint and escalate it if necessary. This process could be slow and inefficient, leading to frustrated customers and, in some cases, lost business.


AI-Driven Complaint Management

AI is changing the way dealerships handle customer complaints by automating the complaint registration process, categorising issues, and escalating them to the appropriate department. AI-powered systems, like Ask Harry, can triage complaints in real-time, identify the severity of the issue, and provide immediate solutions when possible. For example, if a customer is unhappy with their service appointment, AI can offer to reschedule it, or even direct the customer to a manager if necessary.


By automating this process, dealerships can improve response times, ensure consistent handling of complaints, and reduce the burden on customer service teams.


"The future of customer service in automotive is AI-powered, and we’re proud to be leading this change," says Kate Pullinger.

Smiling man in blue blazer talks on phone outdoors near a car, wearing glasses. Background features blurred trees and a white building.

Benefits of AI in Complaint Management

  • Faster Resolution: AI helps resolve complaints quickly by automating the triage and escalation process.

  • Consistency: AI ensures that all complaints are handled according to the same process, reducing human error.

  • Increased Customer Satisfaction: By resolving issues faster and more accurately, AI enhances the overall customer experience.

  • Resource Efficiency: Automating complaint management reduces the need for human intervention, freeing up staff to focus on more complex issues.


AI is redefining how automotive businesses manage customer complaints, leading to quicker resolutions, happier customers, and improved business outcomes.

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