Putting customers at the heart of your concerns
Nearly 90% of unsatisfied customers do not express their dissatisfaction and 75% of them are likely to leave for a competitor. For the customers who actually report an issue, it gives companies a second chance to rectify the problem and improve customer satisfaction. It also provides valuable information and knowledge about what could be causing other customers’ dissatisfaction.
Different reasons can lead to a complaint, such as a defective product and sanitary alert. However, no matter the cause, businesses need to provide quick support and have efficient processes in place. Additionally, major events, such as a food scandal and a reported allergy following the use of a product, can rapidly affect a product and company image to the public. In this context, effectively identifying, replying and tracking customers’ complaints are crucial to protect the company’s brand image.
Listening to customers and quickly responding to complaints are the first steps in developing an effective complaint management process. It is necessary to formally identify the additional main steps and to define the implementation modalities and the associated responsibilities. Like the non-conformity management, it is essential to methodically outline and deploy a Customer Complaint Management process.
Having an effective complaint management process in place will restore customer trust and confidence, and safeguard good relationships. It also provides companies the opportunity to understand the causes of dissatisfaction, learn from them, improve, and ultimately, retain customers.