Consumer written complaints: from a customer message to a verifiable response

When a customer submits a written complaint, replying on time is only part of the process. The retailer must also be able to show what was received, when it was received, who handled the case, what decision was made and whether the final response was actually sent to the consumer.

In practice, complaints rarely arrive through one tidy channel. One customer uses the public web form, another writes to the published email address, while a third contacts the retailer through their customer account. If each channel has its own folder, inbox or internal note, the most important parts of the process can easily become scattered: the original message remains in email, the attachment on a computer, the decision in a conversation and proof of sending in a separate system.

The Consumer Written Complaints module in Shape CORE brings these parts together in a single case. The deadline, status, responsible person, decision, response and proof of sending are managed together, while the original content and attachments remain part of the audit trail.

A written complaint is not the same as a return, withdrawal or service request

A written complaint is an expression of dissatisfaction with purchased goods, a provided service or the retailer's business conduct, submitted through a channel that enables the time and content of the communication to be stored on a durable medium. It is broader than a request to withdraw from a contract, return a product, request service or exercise warranty rights.

These procedures may concern the same product or order, but they do not have the same purpose or workflow. They should therefore be clearly named in the webshop. Customers need to understand whether they are submitting a complaint about the retailer's business conduct or starting another procedure, while administrators need to know which rules and deadlines apply.

Receipt confirmation and the final response serve different purposes

When the channel supports it, the system sends a receipt confirmation immediately after submission. It includes a case reference together with the date and time of receipt, as well as a summary or the content of the complaint. The confirmation shows the customer that the message has been recorded and gives the retailer additional evidence of when the process began.

This automated message is not the final response. It does not decide whether the complaint is justified and it does not close the case. The final response is prepared after the complaint has been reviewed and must clearly state whether the retailer accepts or rejects its merits. A rejection should include a clear and understandable explanation, while an accepted complaint should specify the agreed action and the expected completion date.

Templates for the receipt confirmation and for accepted and rejected complaints are managed through the administration interface. This allows the wording and signature to be adjusted for each storefront and language without changing application code, while mandatory case data remains connected to the message.

How does a case move through the process?

1. Receipt. The system creates a unique case reference and stores the channel, storefront, language, contact details, original content, attachments and the exact date and time of receipt.
2. Receipt confirmation. If the contact channel supports it, the customer receives an immediate confirmation. The technical result of the sending attempt remains connected to the case.
3. Assignment and processing. The case is assigned to a responsible person and moves from “Received” to “In progress”. Manual changes of status and responsibility remain in the history.
4. Decision and response preparation. The administrator records whether the complaint is accepted or rejected as justified and enters the required details of the decision.
5. Sending. The response is sent by email or sending through another durable channel is recorded. The recipient, time and technical proof of sending or delivery are stored.
6. Closure and evidence. The case can be closed only after the response has been properly recorded. The complete audit package remains available for review and export.

The 15-day deadline is tracked automatically

For every new case, the system automatically sets the response deadline to 15 days from receipt. The administration interface shows the remaining time, cases approaching their deadline and overdue cases. Reminders can be sent to the responsible person and escalated to a manager once the deadline has expired.

This means the deadline no longer depends on whether someone flagged an email or remembered to open a shared inbox. The list can be filtered by status, storefront, responsible person, deadline, overdue status, customer and order, giving managers a view of the full workload and exceptions rather than only the cases they personally handle.

What does the audit package contain?

For each complaint, a readable record can be displayed and exported, connecting the complete history of the case:

• the original, unaltered complaint content and attachments
• the channel, storefront, language and exact date and time of receipt
• the receipt confirmation and its sending result, if it was sent
• the history of statuses, responsible persons and manual changes
• the decision to accept or reject the complaint as justified
• the final written response
• the time and destination of sending, together with technical proof of sending or delivery.

What needs to be configured when the module is activated?

The module is designed as a feature that can be enabled for a specific project through an application setting. Updating the application alone does not publish the form or automatically determine the retailer's official communication channels. Before activation, the following should be confirmed:

• the official email address or addresses for consumer written complaints
• the responsible person and escalation path for each storefront
• the wording of the page, terms of purchase and footer link
• templates for receipt confirmation and accepted and rejected responses
• the enabled online channels and how each one is recorded on a durable medium
• retention, deletion and anonymisation rules after the mandatory period.

The webshop should then clearly and prominently explain how to submit a written complaint for each storefront and language. Activation is therefore a short project configuration step rather than simply switching on a button: the module provides a controlled technical process, while the retailer confirms the official contacts, responsibilities and content that represent its business.

The legal framework in brief

The obligation to enable written complaints, confirm receipt, provide a written response within 15 days and retain records for at least one year is already regulated by the Croatian Consumer Protection Act. Amendments published in Official Gazette 59/2026 further defined a written complaint, changed the deadline for a consumer submission to the inspectorate and reorganised the misdemeanour provisions. Some of the new misdemeanour points apply from 27 September 2026.

• Consumer Protection Act, Official Gazette 19/2022
• Act on Amendments to the Consumer Protection Act, Official Gazette 59/2026
• Complaints about defective products and services — gov.hr

This article provides general information about the module's features and the relevant legal framework as at 28 September 2026. It is not legal advice, and use of the module alone does not guarantee that a specific retailer is compliant.

From a customer message to a verifiable process

A reliable written complaint procedure is more than another contact form. Messages from different channels, original content, responsibility, deadlines, a clear decision and proof of sending all need to be connected in a process that can still be reviewed after the case has been closed.

The Shape CORE module provides that structure: a clear submission and response path for the customer, an overview of deadlines and responsibilities for the operational team, and a complete audit trail for every individual case.