Customer service is integral to every stage of the consumer journey. From pre-sales enquiries, the transaction process to after-sales support, every aspect of the customer service experience affects consumers’ perception of a trader and their willingness to patronise it again. Among the consumer complaints received by the Consumer Council each year, many involved dissatisfaction with traders’ customer service, with common issues including being unable to contact customer service staff, lack of courtesy, and slow follow-up. The Council received 2,173 complaints relating to customer service in 2024, rising to 2,715 in 2025. As of September 2026, 3,078 such complaints had already been received, exceeding the total for the whole of last year. This reflects a gap between the quality of customer service provided by traders and consumers’ expectations, resulting in ongoing disputes.
Customer service is a key touchpoint between traders and consumers. Traders should respond proactively to consumers’ needs and set out clear service commitments in order to build a strong business reputation. Leveraging artificial intelligence (AI) customer service to enhance the efficiency of handling enquiries and complaints is becoming increasingly prevalent. However, traders should also provide consumers with clear guidance on how to use such services, enabling them to better enjoy the convenience that technology offers. If consumers consider that AI customer service cannot provide appropriate assistance, they may request to be connected to a human customer service representative for further support. Should consumer disputes arise, traders should take the initiative to follow up and maintain effective communication with consumers to ensure complaints are handled properly. Consumers, for their part, should take note of traders’ customer service contact information and available support channels before making a transaction, and retain records of their communications.
Recognising that effective communication between consumers and traders is key to resolving disputes, the Council has continuously enhanced its complaint handling system. In November 2025, it soft-launched the new Complaint Handling ePlatform, providing consumers and traders with a direct communication channel. The ePlatform offers consumers functions including “Quick Form Completion”, “AI-assisted Form Filling” and “Instant Progress Tracking”, while traders can use functions such as “View All Complaints at a Glance”, “Easy Case Assignment and Follow-up” and “Track Complaint Trends”. Furthermore, the ePlatform’s Online Dispute Resolution (ODR) service enables both parties to communicate directly and exchange information, facilitating the prompt resolution of disputes. As of 31 August 2026, the system had processed 30,967 complaint cases, of which 24,869 cases were received through the e-form. Compared with complaints submitted through the previous online complaint form, the average conciliation handling time for cases processed through the e-form was reduced by almost 10%, while cases using the ODR service recorded an even greater reduction of about 30%. The following 3 complaint cases were all successfully resolved through the ePlatform within a short period of time.
Case 1: Laptop Purchased Online Not Delivered and Customer Service Unresponsive
Consumer Retrieved Product Promptly Through e-Negotiation
The complainant purchased a laptop from the online shop of Computer Store A for about $5,500, which came with complimentary gifts including a laptop bag, mouse and headset. He received the parcel 2 days later, but it contained only the free gifts. The following day, an employee of Company A called the complainant and explained that the laptop had been damaged during delivery and that a replacement would be dispatched. As the complainant urgently needed the laptop and was concerned about further delivery issues, he requested in-store collection instead. However, on the next day, the complainant received a new order confirmation email from Company A which indicated that payment was required again and did not specify an estimated collection date. The complainant attempted to contact Company A, but the company did not provide a customer service hotline. The complainant therefore submitted an online enquiry form through the company’s website and sent an email, but received no response after waiting 3 days. The complainant subsequently lodged a complaint with the Council.
Both the complainant and Company A agreed to use the ODR service. Through the dedicated chatroom, the complainant expressed dissatisfaction to Company A. The company replied the following day with an apology, stating that it had taken immediate follow-up action upon receiving notification of the case through the ePlatform. It also provided the courier tracking number for delivery of the laptop to its retail outlet. The complainant successfully collected the laptop from the outlet the next day, and the case was resolved within 4 working days.
Case 2: Limited Assistance from AI Customer Service and No Escalation to Human Support
Ticket Date Successfully Changed Through e-Negotiation
The complainant intended to book tickets for an event scheduled 5 days later through Company B’s online ticketing platform. As weather conditions were uncertain and confirmed tickets could not be cancelled by the consumer, the complainant enquired through Company B’s online customer service channel whether tickets could be rescheduled if Tropical Cyclone Warning Signal No. 8 was in force on the event day. The AI customer service system indicated that rescheduling would be possible depending on the circumstances on the day, so the complainant proceeded to purchase 3 tickets at a cost of about $400. On the day of the event, Tropical Cyclone Warning Signal No. 8 was issued and the complainant was unable to use the tickets. The complainant contacted Company B the following day to request a change of date, but the AI customer service system was unable to process the request. Attempts to reach a live online customer service representative were unsuccessful, while calls to the hotline also went unanswered. The complainant then sent emails and left messages on Company B’s social media page, but still received no response after several days. The complainant also contacted the event organiser directly, only to be informed that tickets purchased through the platform could not be rescheduled by the organiser. The complainant therefore sought assistance from the Council.
Both the complainant and Company B agreed to use the ODR service. Company B responded through the dedicated chatroom on the same day, explaining that the complainant had not specifically requested to “speak to a human agent” or selected the “Specialist Service” option when communicating with the AI customer service system, and therefore the case had not been escalated to a human representative. The complainant maintained that they had informed the AI system that they could not locate a human customer service representative, but the system still failed to assist with escalation. Company B responded that the matter had been referred to its technical team for future improvement. It also changed the ticket date for the complainant on the same day. The case was successfully resolved within 3 working days.
Case 3: Failed to Cancel Broadband Contract Despite Contacting Both Customer Service and Sales Representative
Contract Terminated Successfully Within 5 Days Through e-Negotiation
A sales representative of Telecommunications Company C contacted the complainant by telephone to promote a home broadband contract renewal and stated that the monthly fee for a 36‑month contract would be $306. The complainant agreed to renew the contract, which was scheduled to take effect 4 days later. After the call, the complainant received the service agreement from Company C and discovered that the monthly fee stated in the contract was $406. The complainant contacted the sales representative the next day, but the call went unanswered. The complainant then called Company C’s customer service hotline, where customer service staff advised that only the sales representative could amend the contract and undertook to request a return call. However, the complainant never received any call back. As the new contract was about to take effect, the complainant also submitted a complaint to Company C by email on the same day and sought assistance from the Council through the Complaint Handling ePlatform, hoping to cancel the contract as soon as possible.
Both the complainant and Company C agreed to use the ODR service. The complainant provided relevant information to Company C in the dedicated chatroom. After 4 working days, Company C apologised and confirmed that the sales representative concerned had cancelled the contract and that the first month’s fee already charged would be refunded. The complainant confirmed acceptance of the arrangement the following day. The parties reached agreement promptly and the case was resolved satisfactorily within 5 working days.
Staying responsive to consumers’ needs and proactive handling of consumer disputes are fundamental to building reputation and driving business growth.
The industry may consider the following recommendations and actively use the Council’s Complaint Handling ePlatform to communicate directly with consumers and follow up on cases:
- Provide multiple effective customer service channels and set out clear service commitments so that consumers know when they can expect a response; When disputes are handled through the Complaint Handling ePlatform, all complaint cases can be viewed at a glance, while complaint trends can be monitored through trend charts to facilitate continuous service improvement;
- Provide clear guidance on how consumers can effectively use AI customer service systems and how to connect to a human customer service representative when necessary. For complaints referred by the Council, traders can also create sub-accounts on the Complaint Handling ePlatform to allow different staff members to follow up cases directly and respond to consumers’ requests in a timely manner;
- To reassure consumers that their complaints are being actively handled, make good use of the ODR chatroom to communicate directly with them. Where necessary, Council officers may be invited to participate in conciliation to enhance complaint handling efficiency.
Consumers may also use the complaint handling ePlatform to lodge complaints and expedite case handling when disputes arise. Consumers may refer to the following tips:
- Before making a purchase, pay attention to the trader’s customer service channels to avoid difficulties in obtaining assistance when needed. If a consumer dispute arises and direct negotiation with the trader is unsuccessful, make good use of the Complaint Handling ePlatform. After opening an account once, consumers can submit complaints conveniently from home, saving the time required to visit the Council’s Service Centres in person;
- Keep records of communications with AI customer service systems. If the AI system cannot provide appropriate assistance, request escalation to a human customer service representative or contact the trader through other channels. Consumers may also seek assistance through the Complaint Handling ePlatform and check case progress at any time;
- Retain sales materials whenever possible and verify order details during transactions. If any information is incorrect, raise the issue with the trader immediately. If a consumer dispute arises, simply upload relevant documents when submitting a complaint through the Complaint Handling ePlatform, and the platform’s AI function will automatically complete the relevant information, making the process quick and convenient.
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