Managing customer complaints effectively is a critical skill for any organisation. It not only helps in resolving issues, but is a regulatory requirement which if undertaken well can enhance customer satisfaction and loyalty. Here’s a detailed guide on the technicalities of successfully managing complaints, along with practical hints and tips regardless of your sector.
Understanding the Technicalities of Complaint Management
Establish a Clear Process
One of the most frequent soundbites we hear when reviewing complaint handling performance is, “We handle each complaint on its own merits.” This is often used as a reason for not having a well-defined process.
Handling complaints on their own merits is exactly the right approach to ensure complaints are investigated adequately. However, there should still be a robust framework, both high and low level, to guide team members on how this should be done, ensuring consistency and efficiency. This process should include:
- Receiving the Complaint: Create multiple channels for customers to submit complaints (webform, email, phone, social media, in-person). Log the complaint on a dedicated complaint handling system and capture all critical information as this is your foundation. Ideally, capture the customers’ communication preferences to provide a tailored experience and demonstrate that customers have choices in their interactions
- Acknowledgment: Promptly acknowledge receipt of the complaint to assure customers that their complaint has been received, that action is being taken, and when they can expect the next update
- Investigation: Having a process that outlines where to gather information, the organisation’s interpretation, and guidance on what is considered “acceptable” in various scenarios is key. Once you understand the nature of the customer’s complaint, it can be invaluable to discuss it directly with them to ensure no finer details are missed. This can save time for both parties and highlight other areas of concern that may not have been initially raised
- Resolution: This is your time to shine. Delivering a simple and clear response to the customer’s complaint is critical. In many cases, the customer may not receive the response they desire, but it is essential to use empathy in your response. Where there is a misunderstanding or difference of opinion, provide education. Where you can fix a problem, offer a suitable solution, an apology, and, if appropriate, compensation
- Follow-Up: Don’t leave things to chance. Ensure the customer is satisfied with the resolution and that they have received everything you outlined in your response
Train Team Members
Equip your team members with the skills and knowledge to handle complaints effectively, they are only human after all. This includes:
- Communication Skills: Training in active listening, empathy, and clear communication will make your team members more comfortable managing conflict, but also provide a far greater service to your customers
- Problem-Solving Skills: Teaching how to think critically and resolve issues quickly
- Product Knowledge: Ensuring your team are knowledgeable about the products or services to provide accurate solutions
Implement Technology
Use technology to streamline and proactively manage your complaints process, just don’t fall for the trap of technology solving everything, it is just an aid:
- A Dedicated Complaints Management Platform: Don’t fall for the dreaded spreadsheet or the system which can do everything (badly), your investment in a platform such as Aptean Respond which has been built specifically for complaints creates a much more efficient and professional process
- Automated Responses: Use automated systems to acknowledge complaints and provide updates, but ensure these have tailored information in so they do not appear like bland and generic messages
- Data Analytics & Root Cause: Many times, complaints have been described as a “privilege”. Rarely do you get direct feedback on where there are gaps, process breaks and waste within your business. Depending on volumes, categorise the reason for complaints into themes and invest the time to fix your findings, the cost savings are far easier than selling more business
Conclusion
Next month our Pro-Sourcing blog will focus on specific areas to improve your complaints management, but for now it is key to understand successfully managing customer complaints is not just about resolving issues; it’s about building stronger relationships with your customers. By establishing a clear process, training your staff, leveraging technology, and following practical tips, you can turn complaints into opportunities for improvement and customer satisfaction. Remember, a well-handled complaint can transform an unhappy customer into a loyal advocate for your business.