The following information is presented with the hope that it may be of value in assisting our staff in dealing with customer complaints.
In dealing with any customer complaint, we enter a broad field which can be complicated by the customer's explanation in many instances. We have approached this subject with this specific problem in mind and fully realise that no descriptive treatise could possibly be complete enough to deal with every customer reaction.
Generally, the customer complaints on packaged beer can be divided into two broad classifications:
A - PRODUCT - those concerning the actual beer in the bottle or can.
B - PACKAGE - those concerning all other aspects of the product excepting the actual liquid contents.
In a recent year, for example, the complaints were broken down as follows;
Product:
Taste Complaints
18%
Shortfill
3%
Other
9%
Package:
Breakage
29%
Chipped Neck
19%
Foreign Object
11%
Leaker
8%
Other
3%
Above: Bottleshop viewed from the northwest
A - COMPLAINTS CONCERNING PRODUCT
1. Skunky or Light Struck Odour and Flavour
One of the major problems facing the brewing industry is so called "skunky" odour and flavour. Beer is highly susceptible to light, and we might add, light from any source. In sunlight, the reaction is almost immediate. The ultraviolet part of the light spectrum breaks down the sulphur containing molecules, forming highly odourous mercaptans and other sulphurous compounds. A customer complaint on this subject cannot possibly be mistaken, as a most objectionable odour and flavour is present.
The only answer to a customer complaint on this subject should be one of reassurance, since all beers are susceptible. The beer itself cannot harm anyone. Advise the customer that, in future, protect the bottles from all sources of light at all times.
A surprising fact is that beer in the regular amber bottle will begin to be noticeably "lightstruck" within about two minutes, while beer in a clear glass will begin deteriorating within 30 seconds!
2. Frozen Beer
This is an easily identifiable complaint. Beer will freeze slightly below -1°C (30°F). On freezing, protein will precipitate, or come out of solution, producing a haze which may be fine or slightly coarse in appearance. The beer does not present an appetising appearance, but is quite palatable. It may taste thin. Advise the customer that the beer is quite harmless, i.e. reassure them and inform them that the best temperature for storage and consumption is 7-10°C (45-50°F).
3. Old or Aged beer
All staff should be fully conversant with all our product codes, including bottles, cans, PET bottles and cartons. Many people labour under the misconception that beer flavour improves in the package or as it becomes older. They are partially correct. It does change the flavour, imperceptible at first, but quite markedly on prolonged storage. There is no improvement in flavour. Always remember that beer is at its best in all respects on the day that it is bottled.
Beyond three or four months in the package, old beer can be identified by many visual and flavour changes. Visually, a haze develops, or a sediment which becomes a haze on agitation. A darkening may be noticed in the colour. As for taste, a progressive flavour similar to the taste of bread develops. Again, assure the customer that the beer is harmless and advise them that, to enjoy normal flavour, beer should be consumed as soon as possible, keeping moderation in mind.
4. Fobbing or Foaming Beer
This complaint is readily identifiable, as on opening the bottle the liquid contents will fob or foam over. This is a physical effect, not to be considered a flavour problem. Beer is a supersaturated solution of carbon dioxide and liquid and in susceptible to foaming, just as it is in any liquid-gas combination. The problem is aggravated if the product is agitated, is warmer than normal, or has a haze present. Therefore, age can be a factor.
Always inform the customer that the product is quite safe to consume and, if mishandled, can foam like any gaseous liquid.
5. Flat Beer
This problem again involves the liquid-gas combination mentioned above. Extreme cold, that is, close to, but above 0°C (32°F) will reduce foaming. In addition, the presence of any oily or grease-like matter on glasses will rapidly destroy a beer's power to foam.
Always suspect dirty glasses, excessively cold temperatures or leakage of gas from a bottle through an imperfect crown or chipped neck. Customer complaints on this subject should be easily settled.
6. Other Complaints
The following flavour complaints can almost always be related to the first three problems previously described.
i) Cloudy - related to frozen or ageii) Colour - related to frozen or age
iii)Flavour - related to frozen, age or lightstruck
The above information should cover practically all phases of actual product complaints.
B - COMPLAINTS CONCERNING PACKAGE
Internal Complaints
1. Dirty Bottles
At various times, sales personnel will encounter so called "dirty bottles" or those containing foreign matter. Glass, bottle caps, mould deposits, etc, describe a few of the easily visible customer complaints we encounter. In all cases, our only explanation, albeit a poor one, involves our systems for inspection.
We depend on human eyes for final inspection of our product. Unfortunately, peak productivity periods of the year, the summer and Christmas seasons, also involves the use of temporary personnel in our bottleshop. In any operation where inspection methods involve people, absolute control is rarely achieved.
A complaint that involves mould in bottles can receive a reassuring treatment. Although lacking in eye appeal, the product will not harm anyone on consumption. On leaving the bottle washer, the mould deposit is quite inert and the product is unchanged. This condition only applies if the crown has not been disturbed.
2. Exploding Bottles
This complaint again involves the combined effect of a gaseous liquid in a glass container which has a structural fault. All glass bottles will break given time. In the trade, the repeated shocks that the bottle is subjected to will progressively weaken the container. This fact can lead to shattering or exploding at unpredictable times. Some explanation involving the above descriptive information should be given with suitable apologies.
External Complaints
3. Defective Packaging
The following general complaints will usually be encountered:
i) Defective appearance of cartonsii) Defective labelling
iii) Defective crowning and appearance of crowns
iv) Defective filling or short filling
v) Bottles missing from package
These complaints are primarily caused by faulty inspection, and the explanation given under section "B-1" will suffice any customer objection.
4. Breakage
This form of complaint is common to any industry which uses large quantities of glass containers. Again, we must consider the liquid-gas combination. This basic fact, when considered along with glass fatigue and eventual breakage of all containers makes the problem a very elusive one. Obvious breakage involving defective opening techniques should be quite apparent, especially in light of today's "twist off" bottle crowns.
Customer treatment of the above type of complaint should be one of apology including the explanation of the basic problem as outlined.
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