Don’t ignore your customer complaints ‘Customer is the king’. This adage holds more significance today in the business world than ever before. Businesses in all sectors have gone global and as a result, becoming fiercer by day. Hence, in a bid to keep your customers happy, your company needs to work extra hard. The pursuit requires customer needs and complaints to be realised and addressed on a regular and consistent basis. ISO 9001:2015 on its part mandates – “organization shall monitor customers’ perceptions of the degree to which their needs and expectations have been fulfilled.”
Develop an effective customer complaints management system
Dealing with customer complaints is often pesky. However, if you deal with them in an organised manner, it would become an easier task to handle. The following set of strategies would be useful in devising a successful system:
- Before putting your complaints handling system into effect, ask your team to do the required groundwork activities.
- Devise a system that caters to the specific nature of customer complaints in your industry type. If you work with an automated system, make it user-friendly, encouraging customers to lodge their complaints elaborately.
- Before the implementation of your complaint management system, prepare a document entailing a set of standard procedures to be followed. In due course of time, you should also record the complaints.
- Your customer care executives should be trained adequately in handling the established procedures appropriately.
- Weave in the process in your QMS ( quality management system) to enable the identification of opportunities for improving products and services.
Effective strategies to deal with customer complaints
For the complaints management system to work successfully, you would need to consider adopting the following measures:
Design a multi-channel communication system
The communication preferences of customers vary. So you need to develop a multi-channel communication system for them. Include in your system options such as writing in person, emails, telephone calls, online- chats and comments box. You should also outline the procedures your staff would follow to resolve the complaints and don’t forget to include the time-frame for resolution. They should be mentioned in clear, concise and easy-to-follow language.
Set up an efficient internal complaint handling team
If your organisation is big enough, set up a separate team, assigning it the responsibilities of customer redressal. The staff should have clearly defined roles and be abreast with procedures for executing the remedial steps. While working on the complaints, you should collect all the relevant data, analyse them and wherever necessary seek the management’s help. Their resolution should also be put into the relevant records.
Make your system speedy
Given the fast-paced lives of people, your company should resolve customer complains as quickly as possible. The customer care team should be dynamic while dealing with the issues in hand. Depending on the nature of the case, take appropriate and prompt actions. Typically, you would need to furnish an apology to the aggrieved customers or conduct face-to-face meetings. Make sure to make exchanges or refunds in the shortest span.
Subject your system to regular revision
The customer complaints handling system needs to work upon the QMS principle of continual improvement. A business operates upon dynamic factors and customer preferences also change rapidly with time. Hence, it is necessary to revise your system periodically. Revisions also help in the evaluating its performance and making improvements wherever required.
Customer complaints give your company an opportunity for improvement. Hence, they are valuable tools for business growth. The success of an organisation rests critically on customer satisfaction. Their complaints, therefore require your complete attention.