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Managing Customer Complaints in Automotive: The AI Advantage

  • Writer: Nick O'Halloran
    Nick O'Halloran
  • Sep 3
  • 1 min read
Man in denim shirt on phone, looking concerned. Sitting on a gray sofa with a bright background, hand on head. Mood is tense.


Customer complaints are an inevitable part of any business, but how dealerships handle these complaints can make a significant difference in customer retention and brand loyalty. AI-driven solutions are now helping automotive businesses manage complaints more effectively, ensuring that customer concerns are addressed quickly and efficiently.


How AI Helps Manage Complaints

In Australia, customers are increasingly expecting faster resolution of their complaints. A recent study by Forrester found that 70% of customers expect their issues to be resolved in real-time. AI is making this possible by automating complaint logging, tracking, and escalation processes.


Solutions like Ask Harry allow customers to voice their concerns at any time, and AI systems can immediately categorise and prioritise complaints based on severity. This ensures that urgent issues are flagged and dealt with quickly, while less pressing matters are handled appropriately.


AI chip on a glowing circuit board, displaying bright pink and blue lights and patterns. Futuristic and technological ambiance.

Benefits of AI in Complaint Management

  • Faster Resolution Times: AI-powered systems can log and categorise complaints instantly, reducing response times and improving customer satisfaction.

  • Accurate Complaint Tracking: AI helps businesses track the status of complaints, ensuring nothing falls through the cracks.

  • Escalation Management: AI can automatically escalate urgent complaints to the appropriate department, ensuring timely resolution.

  • Customer Feedback: Post-resolution surveys can be automated, allowing businesses to gauge customer satisfaction and continuously improve.


"AI enables us to address customer concerns promptly and effectively, turning potential issues into opportunities for improvement," says Kate Pullinger.

As AI continues to evolve, its role in managing customer complaints will become even more integral to maintaining high levels of customer satisfaction in the automotive industry.

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