In any organisation, complaints and disputes are inevitable but it’s how you handle these that can make or break a relationship with a customer. In fact, research has shown that that when a customer has their complaint effectively addressed, they are more likely to have higher satisfaction levels than those that don’t complain at all. Furthermore, it has been known that a good experience from handling a dispute or complaint can even help customers evangelise your service.
As an impartial intermediary, either within or investigating on behalf of an organisation, a good customer experience, delivered consistently, builds trust, loyalty and advocacy. This extends beyond any discrete complaint decisions made, to encompass the entire brand.
Here are a few insights I’ve gained from the many years working with Complaints teams:
- Make time for them to tell you their story. Too often there is a strict process and timelines to follow but Customers need to feel heard and understood. Give your people the time and training to actively listen with empathy and compassion.
- Communicate in clear and plain language. Avoid unnecessary industry or legal terminology which can feel confusing and overwhelming. It doesn’t make you big or clever.
- Be efficient: Offer an experience where queries and issues are addressed quickly and efficiently. Know, on your customer journey, where digital initiatives will help and the human touch where it matters most. Make it seamless and easy for your customers. Don’t put barriers in their way.
- Finally, Feedback (surprise, surprise). Listening and learning from the customer insight through a good, closed loop programme is essential to improve the experience. Like the practise of Kintsugi pictured, when things don’t go according to plan, embrace the feedback, learn and build something better.
Chrysalis CX helps organisations deliver business benefit through improving the customer and people experience.
Image by ededchechine on Freepik