Complaint Day (Kuremu no Hi)

What is Complaint Day?

September 6th is "Complaint Day" (Kurēmu no Hi) in Japan. It was established in 2007 by Management Support Co., Ltd. (the Management Support Group), a company that provides corporate training and human resource development. The date comes from a Japanese wordplay: 9 (ku) and 6 (mu) are read as "ku-rē-mu," the Japanese word for complaint. The day encourages people to see complaints not as nuisances but as valuable feedback, and to build the skills to handle them constructively. It is registered with the Japan Anniversary Association.

How the Day Came About

According to the company's own event report, the day was inspired by incidents in which a major company's phone support and another company's public apology were widely criticized and became social issues.

• A team of specialists: In response, the company gathered experts in complaint handling and developed customer-service training. It then created this day with the aim of "helping customers through good complaint handling."
• Events and certification: In 2018, the day's eleventh year, a commemorative event was held at the Sasakawa Memorial Hall in Tokyo, attended by representatives of more than 100 companies. The company also runs a certification test on customer-service complaint handling.

The Word "Kurēmu"

The English word "claim" originally means to demand or assert something as one's right; a complaint itself is usually called a "complaint" in English. In Japan, however, kurēmu is widely used to mean a complaint or grievance.

• A Japanese usage: Saying "claim" to overseas business partners may be understood as a formal demand for compensation, so care is needed in business English.
• A trade term: In international trade, a demand for compensation for goods that do not match the contract is called a "claim."

Useful Facts About Handling Complaints

• Goodman's law: Based on research by an American consulting firm, this idea holds that customers who complain and are satisfied with the response may become more likely to buy again than customers who never complained.
• Silent dissatisfaction: It is said that only a small share of dissatisfied people actually speak up. It helps to remember that one complaint may represent others who feel the same way.
• Listen first: Hearing the person out without interrupting and confirming the facts is considered the basic starting point.
• Separate feelings from facts: Sorting out "what happened" and "what the person wants" from harsh words makes it easier to find a solution.

Tips for Spending Complaint Day

• Look back on recent feedback or complaints and consider whether a process change could prevent them.
• Review your team's complaint-handling procedures and contact points.
• When you are the one complaining, say specifically what you would like done.
• On days when handling complaints wears you out, take a walk or a break to reset.

Turning Harsh Words into Hints for Improvement

Complaint Day on September 6th is a day to look for the hints for improvement hidden in uncomfortable feedback. Even words that are hard to accept can build trust with customers and colleagues if you sort out the facts and improve one step at a time. Why not take a few minutes today to review the feedback around you?