Published on November 24, 2025
In today’s hyper-connected world, a complaint is no longer a mere grievance — it’s a strategic opportunity. This was the central theme of the recent EDGE Webinar on the 47th benchmarking study on Customer Complaint Management for Tata group, conducted by Tata Business Excellence Group. Leaders from Bigbasket, IHCL, and Tata Steel shared transformative approaches to turning friction into loyalty.
The study drew 40 responses from 32 Tata companies across seven business verticals, exploring how organisations manage complaints at scale and convert customer feedback into improvements.
Key Insights from the Group-wide benchmarking study
- 82% of companies use automated ticketing systems.
- 37% leadership teams review complaints in real-time via dashboards—critical for proactive decisions.
- B2C companies lean on omnichannel engagement (live chat, in-app, social media), while B2B relies on relationship-driven channels.
- 47% of companies empower frontline teams to resolve complaints quickly using defined scenarios.
- Closing the loop is largely driven by QA reviews + CSAT surveys (41%) and analytics-based insights (38%).
Against this backdrop, industry leaders shared how they are redefining complaint management:
How Leading Companies Are Improving Complaint Management
BigBasket operates in a high-velocity grocery delivery ecosystem where speed is non-negotiable. Their evolution from traditional call-based support to AI-powered complaint handling reflects a commitment to frictionless customer journeys. With standards like responding to social media queries within five minutes and leveraging Generative AI for dynamic routing, BigBasket has redefined responsiveness as a competitive advantage.
For IHCL, feedback isn’t a metric — it’s a cultural cornerstone. Through NPS surveys, social listening tools, care@tajness and an AI-driven Voice of Customer dashboard, IHCL transforms guest insights into actionable intelligence. This data-driven loop fuels training, process innovation, and even product tweaks, ensuring that every interaction reinforces the brand’s promise of Tajness.
Tata Steel approaches complaints as a gateway to deeper engagement. Anchored in the principle that the customer is always right, their governance model blends speed with substance—tracking KPIs like first response time and resolution loops while using complaint analytics to inform product development. By positioning itself as a solution provider, Tata Steel turns complaint challenges into opportunities for co-creation and trust-building.
The webinar reinforced a universal truth: Empowerment, analytics, and empathy are the new pillars of complaint management. When companies listen deeply and act decisively, complaints cease to be pain points, they become the foundation for enduring relationships.