Complaints management by customer champions

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Presentation given at 'How to turn public sector complaints into service improvements' conference. London September 2012

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Complaints management by customer champions

  1. 1. How do you gain real customer insight from complaints data? What should you log, what should you analyse and how do you pinpoint where services / processes could improve? www.customerchampions.co.uk/customer- complaints-collecting-the-right-feedback Presented by: Colin Bates Customer Champions www.customerchampions.co.ukCopyright of Customer Champions Ltd
  2. 2. Positioning a complaint A person who complains is our friend: they are paying us a compliment by expressing their confidence in our ability to put things right. We must thank them for giving us that opportunity and ensure that we both solve the problem and offer recompense sufficient to restore their confidence.Copyright of Customer Champions Ltd
  3. 3. Companies handling of customer feedback MEASUREMENT 95%5% COMMUNICATION Customer Sat, complaints etc Tell customers that company has listened and is making the following changes to COMMUNICATION 50% improve things Tell employees what customers are saying 10% ACTION DEPLOYMENT ACTION PLANNING 30% Company sets up action teams to Company decides what to do implement the Action Plan about findingsSource: Customer Champions survey of 100 European companies Copyright of Customer Champions Limited 3 Copyright of Customer Champions Limited
  4. 4. When you make a complaint what is the least you expect, and what do you experience? Expect Experience 5% 10% 15% 20% 25% 30% 35% 40% Acknowledgment Empathy Ownership Apology Compensation Taken seriously Details of ombudsman etc Respond when promised No responseSource: Customer Champions survey of UK consumersCopyright of Customer Champions Ltd
  5. 5. What should you log? •What is the experience that you want your customer to have at each touchpoint? Elements of your customers’ journey Post Sales Aware Query Purchase Complaint Upgrade Renew Support www.customerchampions.co.uk/customer-journey-mapping-cjmCopyright of Customer Champions Ltd
  6. 6. Customer Journey Mapping Elements of your customers’ journey Post Complai Aware Query Purchase Sales Upgrade Renew nt Support Website Website Website Website Website Website Website WebsiteCustomer touchpoints Phone Phone Phone Phone Phone Phone Phone Phone Face to Face to Face to Face to Face to Face to Face to Face to face face face face face face face face Word of Face to Face to Face to Face to Face to Face to Face to mouth face face face face face face face Email Email Email Email Email Email Email Email Post Post Post Post Post Post Post Post Copyright of Customer Champions Limited
  7. 7. Measurement & Ownership •How are you measuring that experience? • Customer survey • Internal metrics • Complaints data •Identify the owner for each customer touch-point •Link the complaint feedback to the relevant touch-point • Helps you identify the root cause and an ownerCopyright of Customer Champions Ltd
  8. 8. Barriers to collecting complaints feedback Culture Time Valued Making it easier Measurement Data collectionCopyright of Customer Champions Ltd
  9. 9. Where to focus? (Analysis) • Historical evidence of issues – Ongoing issue • Volume of complaints – Pareto rule • Cost to you of dealing with / resolving – Internal cost or compensation • Impact it will have on overall measure of performance – Customer service or budget targets • Fits with corporate initiatives – Maximise the value of the work • Ability to solve – Resources, time, abilityCopyright of Customer Champions Ltd
  10. 10. Further information or to discuss your complaints challenge Supporting articles available on www.customerchampions.co.uk Call us on 01527 894521

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