Feedback is a Gift: Managing Customer Complaints

Consumers expect us to be united and omni-present in understanding their experiences. That’s a tall order when feedback can come from so many different touchpoints. How can you listen and respond effectively to consumer feedback, especially to those negative comments that can hurt your brand or lose loyal customers? Here are a few tips to get you started:

  1. Make sure you listen across a wide variety of touch points, such as your inbound phone calls (into head office or call center), emails, social posts, online chat, customer satisfaction surveys, in store quick-feedback pods, comment cards, etc.
     
  2. Incorporate new technology touchpoints that look at customer behaviors—not just opinions. Cameras, beacons, and app integrations give you extremely insightful information into some operational measures, for example: dwell times, queue abandonment, and conversion rate. When you couple this behavioral data with customer perceptions, you will have powerful new insights into the customer experience and how you can take action.
     
  3. Manage the complaint process consistently across all touchpoints. Ensure that each item—no matter whether it is a call, an email, or a social post—is appropriately handled with a closed loop system. Communications, escalations, fulfillment—all need to be handled in a single case management solution.
     
  4. Analyze your complaint data to find specific locations that generate most of the complaints—and link complaints to financial results. Allow data analysis to open your eyes. At Market Force, we have analyzed complaint data and consistently find two very important outcomes:
    -  The number of complaints per thousand transactions can vary widely, with some locations generating 3x to 4x the number of complaints averaged by other locations in the system.
    -  The number of complaints about a specific location is negatively correlated with financial metrics like same store sales growth.
     
  5. Act. We often find that clients can make it to Step 4 and then get stuck. It’s very difficult to actually act on this data. It requires consistent messaging and expectations to all locations, clear action plans, and then will to follow through and hold managers accountable for results. That takes time, and your closed loop reporting system can open your eyes to the behaviors of A, B, and C managers.

Feedback is a gift. Listen to what your customers say, respond consistently and effectively, and use the insights to hold your teams accountable to delivering exceptional service. 

Ben Dards is the Chief Technology Officer at Market Force Information and has been developing technology in the rapidly expanding customer experience management space for over 15 years. His experience working with over 250 clients in the space has informed development of reporting and visualisation platforms, an online app for collecting data, and unique tools empowering operators take action on data.