Customer Complaint & Resolution Management Portal (Rabta)
Enabling real-time safety reporting and proactive risk management across a nationwide enterprise workforce.
Duration
8 months
tEAM SIZE
6 ENGINEERS & 1 UX SPECIALIST
Complain resolution visibility
OPERATIONAL COVERAGE
REAL TIME
Nationwide
The Challenge
Fragmented Complaint Handling and Limited Accountability
A large FMCG organization operating across Pakistan faced growing challenges in managing customer complaints received through multiple channels including call centers, emails, social media, distributors, and field teams.
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“Without a centralized complaint management system, customer feedback was siloed, making it difficult to identify root causes and ensure consistent resolution across markets.”
Complaints were being logged manually or across disconnected systems, resulting in:
Delayed complaint resolution
Poor visibility into complaint ownership and status
Inconsistent corrective actions across regions
Limited insight into recurring product or process issues
Our Solution & Architecture
Enterprise Customer Complaint & Resolution Platform (Rabta)
We designed and delivered Rabta, a centralized, enterprise-grade complaint management platform that digitizes the complete complaint lifecycle — from intake to investigation, corrective action, and closure.
The platform provides a single source of truth for customer complaints, enabling structured resolution workflows, accountability, and data-driven quality improvement across the organization.
System Architect
Multi-Channel Complaint Intake
Secure Backends Services
Centralized Complaint & Quality Database
Web Dashboard & Analytics Layer
Results and Impact
Digitizing the customer complaint process transformed how customer feedback was managed across the enterprise. Rabta replaced disconnected complaint handling methods with a centralized, structured resolution platform, significantly reducing response times and improving accountability.
Complaints that previously took days or weeks to investigate were now tracked and routed instantly, enabling faster root cause identification and corrective action. Cross-functional teams gained a shared view of complaint status, ownership, and outcomes, eliminating ambiguity and duplication.
At an organizational level, leadership gained real-time visibility into complaint trends, recurring quality issues, and regional performance. This enabled proactive decision-making, improved product quality, and strengthened customer trust.
By linking customer complaints directly to quality processes and corrective actions, the platform helped shift the organization from reactive firefighting to continuous improvement — creating a scalable foundation for customer experience excellence.
