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Consumer Complaint Levels

Complaints; Defects; CPM;

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#1 Camxmel

Camxmel

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  • Saudi Arabia
    Saudi Arabia

Posted 31 March 2016 - 08:32 AM

We have had request from our CEO to benchmark our failure rate / CPM against different industries.

 

We know we are about 0.25 CPM (Complaints per Million Units Sold) as a Group, and worldwide Dairy benchmark is 1.0 CPM.

 

We manufacture Diary, Juice, Bakery, Poultry and Infant Nutrition Products in the Middle East.

 

From your experience, what are other industry norms?  E.g. automotive, pharmaceutical, FMCG etc.

 

Please can you advise us based on your experience in Quality?

 

If you can send me any references you know of too please,  that would be great.

 

Thanks for your help.


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#2 GMO

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  • United Kingdom
    United Kingdom

Posted 31 March 2016 - 09:21 AM

Very difficult to compare IMO.  Typical rates for retailer branded foods of reasonable value I've seen in the UK have been 20 CPMU; however, retailer brands tend to have more complaints, different retailers tend to have more complaints and your complaint levels can depend on local culture and the value (or perceived value) of the product.  If I just look outside the UK for example, our complaint levels are approx 0.  We are a country in the UK of passive aggressive whinge bags.  


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