Having a customer complaint handling procedure in place is important because it helps the business identify when issues are occurring and what steps need to be taken to address them. It also provides clients with information about how their complaints will be handled, which can lead to increased trust between them and your business. Managing complaints is an inherent risk of doing business - you never know how the customer will react and how you will be able to meet their needs. That's why having a clear procedure is like having risk management guidance - it's essential to make sure that your business will not suffer.