Are complaints important? Why YES or why NO? It’s inevitable, inappropriate and unrespectful for a company to speak of Customer Experience without considering complaints.
Complaints are an unavoidable part of any business, being on the table or not; visible or hidden; intrinsically or not, they are always there. And the way how we decide to manage them will have a great impact on the Customer Experience we deliver. Complaint Management is the process of gathering, assessing, analyzing, and responding to customer complaints; it’s about to resolve complex issues promptly and professionally.
The primary goal of complaint management for any business shall be to improve customer service in the short-term (Reactive mode) but to really enhance Customer Experience in the long-round. Setting up the right complaint management process helps to increase productivity, works closely with customer demands, understands critical issues and makes the right decisions.
A good process for complaint management should have at least the next attributes:
· Streamline complaint reporting process.
· Address all kinds of complaints.
· Quickly respond and correct complaints.
· Web-enabled and have mobile access.
· Be able to integrate with existing systems and information.
· Quick and easy search.
· Customization capabilities.
· Security.
· Propitiate easy collaboration.
· Provide support across channels.
· Self-service.
· One-click investigation reports.
· Smart workflows.
· Investigation dashboards.
· Case assignment and history.
Organizations must be capable of gathering, receive, track and resolve the complaints easily, as well as reducing complaints in time. Not because they forbid people to register complaints or because they decrease the importance of complaints; they should reduce because customers are so satisfied and happy that they don’t have a reason to complain.
Happy and satisfied customers are essential for a business to be successful. Maintaining consistent customer support helps you understand your customers more and better. This is the main reason why most of the companies are moving from the old complaint book or paper-based complaint management to automated systems that allow to manage and resolve customers complaints faster and systematically. Although there are multiple systems available, make sure the one you select fulfills all the already mentioned requirements.
Customer complaints are common and important to all organizations since poor customer experience is the main reason why customers stop doing business with any brand. They are a gift! Customers are telling you what they don’t like about you and what you need to improve! When improvements are done, an organization can increase their retention rates by preventing customer grievances. If a business places an automated complaint management system, they will find it easy to manage and address their customer complaints promptly which will add-up to the total customer experience.
Keep on mind that customer experience is not delivered just by one department, it is in fact the entire company.
Nowadays, it very known to speak about B2C (Business to Consumer), B2B (Business to Business) and even B4B (Business for Business) relationships, at the end it is all about humans!
“It’s through vulnerability that human beings create connections. The more vulnerable we can be with one another, the more that we’ll trust one another and the more we’ll be able to collaborate effectively.” Neil Blumenthal
“I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.” Maya Angelou
“A brand for a company is like a reputation for a person. You earn reputation by trying to do hard things well.” Jeff Bezos
Listen to your customers, implement a Voice of Customer (VoC) program, fix whatever you have to fix, communicate and connect with your customers! Believe me, you will never regret it!
We’re here to help! We’ll help you find what really matters!
