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What stops customers complaining to you

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When things go wrong, it is better if customers choose to complain directly to you, rather than switching to a competitor or taking to social media to let the world know about their negative consumption experiences. This presentation discusses the 3 most common barriers stopping an unhappy customer from complaining directly to you.

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What stops customers complaining to you

  1. 1. What stops customers complaining (to you) @canhoto www.anacanhoto.com © Ana Isabel Canhoto 2015
  2. 2. My name is Ana Canhoto. I am a marketing academic, teaching and researching the role of digital technology and digital information on customer management – for instance, to develop better customer insight, or to improve customer service. © Ana Isabel Canhoto 2015
  3. 3. You wish customers had only good things to say about your company. © Ana Isabel Canhoto 2015
  4. 4. You wish customers had only good things to say about your company. But, sometimes, things will go wrong, and customers complain. © Ana Isabel Canhoto 2015
  5. 5. You wish customers had only good things to say about your company. But, sometimes, things will go wrong, and customers complain. They talk about you on their social media updates. © Ana Isabel Canhoto 2015
  6. 6. You wish customers had only good things to say about your company. But, sometimes, things will go wrong, and customers complain. They talk about you on their social media updates. They write blog posts. © Ana Isabel Canhoto 2015
  7. 7. You wish customers had only good things to say about your company. But, sometimes, things will go wrong, and customers complain. They talk about you on their social media updates. They write blog posts. Some even make videos. © Ana Isabel Canhoto 2015
  8. 8. You wish customers had only good things to say about your company. But, sometimes, things will go wrong, and customers complain. They talk about you on their social media updates. They write blog posts. Some even make videos. And the worst part is that these comments will stay online, influencing future customers, long after the initial problem has been solved. © Ana Isabel Canhoto 2015
  9. 9. When something goes wrong, you really want customers to complain directly to you. © Ana Isabel Canhoto 2015
  10. 10. When something goes wrong, you really want customers to complain directly to you. So… what’s stopping them? © Ana Isabel Canhoto 2015
  11. 11. I am going to show you the 3 most common barriers stopping customers from complaining directly to you. © Ana Isabel Canhoto 2015
  12. 12. READY? © Ana Isabel Canhoto 2015
  13. 13. First, put yourself in your customer’s shoes. Your customer is frustrated because: © Ana Isabel Canhoto 2015
  14. 14. First, put yourself in your customer’s shoes. Your customer is frustrated because: - s/he got the wrong product, © Ana Isabel Canhoto 2015
  15. 15. First, put yourself in your customer’s shoes. Your customer is frustrated because: - s/he got the wrong product, - it took too long for that meal to arrive, © Ana Isabel Canhoto 2015
  16. 16. First, put yourself in your customer’s shoes. Your customer is frustrated because: - s/he got the wrong product, - it took too long for that meal to arrive, - or that gadget broke down, already. © Ana Isabel Canhoto 2015
  17. 17. Why would they put themselves through the hassle of filling out a long and complicated form, calling an expensive number or waiting for the relevant manager to be available? © Ana Isabel Canhoto 2015
  18. 18. Why would they put themselves through the hassle of filling out a long and complicated form, calling an expensive number or waiting for the relevant manager to be available? This is the first barrier… © Ana Isabel Canhoto 2015
  19. 19. Complaining is unpleasant Dissatisfied customers will not contact you if complaining is, frankly, a pain. © Ana Isabel Canhoto 2015
  20. 20. Complaining is unpleasant Dissatisfied customers will not contact you if complaining is, frankly, a pain. So, take the first step. Reach out to your customer.© Ana Isabel Canhoto 2015
  21. 21. Ask them whether they are happy with their purchase, use feedback cards, subscribe to a customer feedback service, etc… © Ana Isabel Canhoto 2015
  22. 22. Ask them whether they are happy with their purchase, use feedback cards, subscribe to a customer feedback service, etc… Just make sure that you are asking the right questions, or the feedback received will be useless. © Ana Isabel Canhoto 2015
  23. 23. Complaining is complicated Customers need to have clarity about where and how to log their complaint. © Ana Isabel Canhoto 2015
  24. 24. Complaining is complicated Customers need to have clarity about where and how to log their complaint. So, let them know how to reach you. © Ana Isabel Canhoto 2015
  25. 25. Have the contact details clearly displayed in your website, your social media channels, and your product packaging. Also… © Ana Isabel Canhoto 2015
  26. 26. FAQs pages on your website can be helpful and cost effective. But they can also be very frustrating. Make it really easy for customers to find the contacts to your customer support team via the search box in your website. © Ana Isabel Canhoto 2015
  27. 27. Complaining is subjective Not all consumption experiences are the same and, so, not all customers complain for the same reason. © Ana Isabel Canhoto 2015
  28. 28. Complaining is subjective Not all consumption experiences are the same and, so, not all customers complain for the same reason. Research shows that the reason for complaining influences how customers complain. So, you need to have multiple ways of capturing complaints © Ana Isabel Canhoto 2015
  29. 29. Dissatisfied customers may contact you for one of two reasons: • to get compensation, or • to vent their frustration. © Ana Isabel Canhoto 2015
  30. 30. Customers seeking compensation prefer interactive channels such as: • Face-to-face • Telephone • Web-chats • Or other forms of direct interaction with you. © Ana Isabel Canhoto 2015
  31. 31. Conversely, customers who want to express their frustration prefer remote channels like: • Letters • E-mails • Or feedback cards. © Ana Isabel Canhoto 2015
  32. 32. Let’s recall what we discussed. © Ana Isabel Canhoto 2015
  33. 33. These are the 3 barriers stopping unhappy customers from complaining to you, directly: © Ana Isabel Canhoto 2015 Barrier So… It prolongs an unpleasant experience. You need to take the first step. They don’t know where or how to reach you. Make it super easy to find you. Your channels do not meet their needs or preferences. Provide interactive channels for customers seeking compensation, and remote channels for customers wishing to vent their frustration.
  34. 34. Want to know more? Join the discussion at: • www.anacanhoto.com • @canhoto © Ana Isabel Canhoto 2015
  • TwinkleMehta2

    Dec. 13, 2018

When things go wrong, it is better if customers choose to complain directly to you, rather than switching to a competitor or taking to social media to let the world know about their negative consumption experiences. This presentation discusses the 3 most common barriers stopping an unhappy customer from complaining directly to you.

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