A customer complaint arises when a customer expresses dissatisfaction with an organization and requests action, whether explicit or implicit. This expected action can take various forms, such as financial compensation, a goodwill gesture, or an improvement to the products or services offered. Generally, a complaint is addressed directly to the company in question, and a response is expected to meet the customer’s expectations. With the advent of the internet, the line between simple public criticism and a customer complaint is becoming increasingly blurred. For example, a message of dissatisfaction shared on social media will only be considered a complaint if it includes a hashtag mentioning the brand, thus signifying direct contact with the company. Complaint management is therefore an essential component of a comprehensive customer relationship strategy.