Carmen van den Borne

Customer complaints often reveal where well intended processes create unintended customer harm. This session explores how large organisations can learn from complaints to identify risks in process design, communication, and decision-making that may erode trust. Discover how CX and complaints functions can act as an early safeguard for fairness, clarity, and customer confidence, and learn design principles and practical approaches to ensure that policies, automation, and communication choices work in service of customers as well as the organisation.

Learning Objectives

• Recognise how well-intended processes can unintentionally impact customer trust
• Understand the role of complaints and CX as early indicators of organisational risk
• Explore practical ways to design processes and communication with fairness and clarity in mind

Key Takeaways

• Principles for identifying hidden friction and customer harm in process design
• Insight into how organisations learn and adapt through complaints intelligence
• Approaches to strengthening trust through communication, training, and design choices