From Complaint to Resolution: A Case of a Large Global Actor – Company X

This case study examines how Company X, a large international B2B organisation, handles customer complaints through a tiered support structure and cross-department coordination. While most complaints are ultimately resolved, case evidence suggests that outcomes are strongly influenced by the time to resolution. Using a portfolio of 50 complaint cases, service-level time standards, and post-case customer feedback, students are asked to diagnose where and why cases stall. The case highlights a managerial decision: which important lever the support team should prioritise first to reduce resolution time and protect customer satisfaction: enhancing intake quality and routing, standardising workflow execution and ownership rules across tiers, or strengthening customer communication and expectation management during delays. The case is suitable for undergraduate and graduate courses in services marketing, consumer behaviour, and customer experience, and it supports discussion of service recovery, fairness perceptions, cross-departmental coordination, and performance measurement.