One of the worst parts of complaints management is dealing with unreasonable complainants who just won't seem to go away. They might end up sending you dozens of complaints within a week or call you repeatedly within the same day; likewise, they might complain to several different people or on different outlets at once.
20 Mar 2014
Sometimes, complaints management isn't just about handling actual product or service errors or even employee-customer interactions. Sometimes-and unfortunately-complaints management involves dealing with people whose complaints shouldn't even be an issue.
When you are gathering complaints, you must actively turn to your social media outlets for customer feedback--be it through Twitter, Facebook, or any other channel.
Though it might not seem like a crucial aspect of social media, public complaints management allows your customers and their friends and followers to see and appreciate your response. Other customers on the same thread or page will be able to see how you’ve handled previous complaints, and will be more assured of a timely and efficient response to their own complaint.
Remember, when a customer complains, they are experiencing distress and suffering on some level; the longer they have to wait to have their pain and suffering recognized often causes more anxiety and increases the perceived problem and compensation demanded.
Complaints automatically suggest an atmosphere of negativity--and it’s no surprise; most complainants turn to companies to voice product or service failures that shouldn’t have happened in the first place. Yet with proper complaints handling skills and communication practices, companies can turn complaints into positive customer interactions, effectively converting a complainant into a highly valued customer through the establishment of trust.
Let’s assume that your company had two complaints related to the same product being defective. One came from a member of the public, the other from a TV personality on a major current affairs program. Logic tells us that, if we were to prioritize, we would favor the TV personality.
Client feedback is essential to all companies; not only because you can gather valuable customer insight, but because it allows you to identify product or service failures.