Managing Complaints with AI: A Game-Changer for Businesses and Customers
- Nick O'Halloran
- Sep 3
- 1 min read

Handling customer complaints is an unavoidable part of business. However, how businesses manage complaints can make the difference between retaining a customer and losing them forever. AI-powered solutions are revolutionising complaint management, offering a faster, more efficient, and more effective way to handle customer concerns.
AI’s Role in Managing Complaints
In Australia, businesses are increasingly turning to AI to handle complaints. According to Forrester, 70% of customers expect their issues to be resolved in real time. AI systems, such as chatbots and voice assistants, can quickly identify and resolve complaints by processing natural language and understanding customer sentiment.
AI-powered systems also allow businesses to categorise complaints based on urgency, ensuring that critical issues are escalated immediately, while less urgent concerns are addressed in due course. This automation streamlines the process, reduces response times, and enhances the overall customer experience.

The Benefits of AI in Complaint Management
Speed: AI systems can quickly identify complaints and initiate resolution processes, reducing wait times.
Accuracy: AI reduces human error in categorising and responding to complaints, ensuring consistent and accurate handling.
Efficiency: Automating complaint management allows businesses to handle higher volumes of complaints without increasing staffing levels.
Proactive Issue Resolution: AI can identify recurring issues, allowing businesses to address root causes and prevent future complaints.
"AI enables us to address customer concerns promptly and effectively, turning potential issues into opportunities for improvement," says Kate Pullinger, COO at Contact Harald.
By adopting AI for complaint management, businesses can improve their reputation, retain customers, and enhance overall satisfaction.