Quality and innovation are central elements in a successful business, where organizations are not solely looking to satisfy existing customers with high quality but to create novel solutions for future customers as well. As a result, addressing both concepts are vital for sustaining business longterm, which has led to a conflict regarding where companies should allocate their efforts. This study analyzed a global manufacturing company’s complaints management (CM) process, where quality and innovation were addressed with the study questions: How can the CM process be improved to reduce recurring complaints? and How can the CM process be improved to foster innovation?. To answer these, a qualitative approach was used in forms of unstructured and semi-structured interviews as well as quality management & control tools. The variables analyzed were partly constructed from the extensive literature review and partly from the employees involved with the CM process. The results showcased negligence towards the CM process, where process description and governance as well as knowledge management were lacking. Practical implications of the study indicates that if the CM process receives more focus in regards to the mentioned factors, the quality and its ability to foster innovation as well innovation will be improved. Theoretical implications of the study indicates a misalignment between the perception of the CM process and the actions of the company. Employees found it essential to the company’s strategy whereas the process, despite this received attention. These implications are limited to large manufacturing companies and in order to generalize the results, further research is required.