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On this page you will look at possible reasons why customers may complain to or about
an organisation. It's important to consider why a customer would or has complained. By
analysing a complaint you can understand why it occurred, whether it was justified and
crucially, how to prevent it happening again. This ensures that an organisation can
attempt to reduce its complaints to a minimum and increase customer satisfaction rates.
Naturally, the main reason a customer may complain is because they are unhappy with
the product or service they received. Before you can start to solve a customer's
problem, it is worth knowing what the most common types of complaint are. Below is a
list of general complaints customers have.
The list can be used as the basis of a customer complaints analysis framework. Tap the
images below to see a supermarket based example.
Typical complaints
Common complaints usually fall into one of the following areas: faulty equipment, too
little information, poor support services, human error or delays in delivery. There could
be more specific problems relating to each sector and type of organisation. For example,
hot fast food chains may receive complaints that their food has been served cold. This
could be categorised under failure to meet customer needs/expectations or human
error.
Effective analysis
Therefore, an organisation that is effective at analysing potential complaints will use
lists and tables and try and think of how possible complaints could occur.
This way, organisations can plan the delivery of a product or service in such a way that
minimises complaints. This will in turn help the organisation gain and maintain a
strong customer base.
Quick quiz
Complete the table below by dragging and dropping complaints into the correct boxes.
Some of the answers have already been done for you.
Faulty
equipment
Too little
information
Human error
Complaints about the UKs big banks increased by 29% from July to December 2011.
Complaints procedures
Dealing with complaints effectively can be a difficult process. That is why often many
organisations have a set complaints handling procedure in place. The procedure is
usually part of staff training and discussed extensively with all employees. That way,
any member of staff should be equipped to deal with any type of complaint and know
the steps to follow to ensure it is dealt with in the best possible way.
Having a set procedure can also help an organisation standardise the way it deals with
its customers and that every customer is given a high level of customer service when
they report a complaint.
2. Take responsibility
If it's a problem you've caused (or your department has caused), then take responsibility for
the problem. Even if there's the slightest chance that your department has caused the
problem, you still need to take at least partial responsibility. Many times the customer will be
much happier just having someone acknowledge that the problem exists, even if there's
nothing you can do about it.
3. Acknowledge
Acknowledge the customer's feelings. Say something like "I'm sorry you feel that way" or
"I'm sorry you're having difficulties" even if your department didn't cause the problem.
Showing empathy will help convince the customer can you work together to solve the
problem.
4. Offer a solution
Some problems have immediate solutions - or a compromise. If a solution or
compromise is possible, then offer it.
If a solution is possible in the future, then tell the customer. But be careful not to
build false hopes or commit to something that cant be delivered though.
Summary
The procedure above is a generic framework that can be transferred to many types
of organisations. However, each organisation may have its own way of dealing with
complaints. For instance, laws that solicitors firms have to adhere to may be different
to those that a supermarket does. However, although each business will deal with
complaints with their own way, the principles will always be very similar.
Conversely, if customer service personnel are unclear, impolite and lacking confidence,
situations may worsen. Many industries, organisations and professions have ethical
standards or codes of practice that affect the way products or services are delivered to
customers.
How the complaint is dealt with can also stop any unnecessary escalation of the
problem. The main methods of communication are face-to-face, written and via the
telephone. Read on below to learn more about each one!
There are three main ways that complaints can be defused prior to them getting
worse. Tap the headings below to read about them.
Face-to-face
When dealing with complaints face-to-face, it is important to communicate clearly,
show the customer that you understand their problem and empathise with their
situation. The situation may calm down if you are willing to show that you will do your
best to find an effective solution as quickly as possible.
A good way of doing this is to adopt a sympathetic tone when speaking and
ask open questions. Open questions are useful because they show the customer
that you have time to listen to their concerns and are interested in what they have to
say. Having as much dialogue as possible may also help keep the customer at ease
and go some way to stop the problem from getting any worse.
Written
Sometimes when a customer has sent a written complaint or correspondence has
only been possible in writing, written forms of communication are used.
The tone of written communication, such as letters or emails, should always
be formal but sympathetic. Its a good idea to make an extra effort to apologise for
any inconvenience or acknowledging the difficulty the customer has had.
Written communication can help stop escalation as it gives the customer a proper,
written acknowledgment of the problem.
Telephone
Sometimes, complaints are handled via the telephone. This could occur if the
customer has called specifically with a complaint or if an organisation is following up
a complaint made by a customer.
If you are dealing with customers via telephone, both parties are deprived of a lot
of non-verbal information. Here there is great reliance upon having a friendly,
calm and confident tone of voice.There may also be actions that you undertake
that are invisible to the customer. For this reason, you should always explain what
you are doing.
So, rather than saying, I will put you on hold, you could say, I am going to put you
on hold for a minute so that I can speak to our technical department and find out the
soonest date that someone can see you. The latter case is far more reassuring.
Probing questions are often asked via the telephone. These are questions aimed at
getting more information from the customer whilst maintaining some level
of sympathy towards their problem. They can be useful in helping the customer
resolve their problems or complaints, as they will usually not end the call
until significant progress has been made to solving the issue even if this involves
speaking to several members of staff.
Training
Training staff in complaints handling will give them confidence to tackle the difficult
customers and support in their actions. It will also enable them to communicate in a
clear and polite manner as discussed above.
86% of consumers quit doing business with a company because of a bad customer
experience, up from 59% 4 years ago.
(Source: Harris Interactive, Customer Experience Impact Report, http://www.customer1.com/blog/customer-service-
statistics)
For every customer complaint, there are 26 other customers who have remained silent.
Source: Lee Resource Inc, http://www.customer1.com/blog/customer-service-statistics
Complaints can have a profound effect on an organisation. If not dealt with correctly
they can cause the loss of customers. Some of the common results of too many
complaints are: poor customer retention and loyalty, bad publicity, a fall in profits, and
high training costs.
However, complaints are not always negative as long as they are dealt with effectively
they can be used to shape positive change. Complaints raise awareness of issues and
therefore they can be used to:
Commercial sector
Customer retention and a large base of loyal customers are vital to a successful
commercial organisation.
Public sector
Within the public sector, it is important that the effects of complaints do not attract too
much bad publicity.
This is because public sector organisations, such as the NHS, are government funded
and therefore face greater media scrutiny.
Complaints could be damaging to staff morale or lead to government cuts which in turn,
could lead to redundancies or a decrease in the quality of service that can be offered in
the future.
Third sector
Customer retention and a large base of loyal customers are vital to a successful third
sector organisation, as well as a commercial one.
Like the public sector, bad publicity would have a big effect on the third sector as bodies
such as charities, usually rely on a strong public image to encourage customers to
donate. However, high training costs also need to be avoided.
As third sector organisations do not usually benefit from large profits like some
commercial businesses, too many complaints may lead to many staff being made
redundant or having to be retrained. As third sector bodies rely on a strong level of
service as many of their products are of optional need to customers, such as charity
clothes shops, they need to reduce complaints to a minimum. Furthermore, as financial
budgets will not be as high as some commercial organisations, retraining costs would
ideally be avoided.
Case study
Read the case studies below to see some real-life examples of complaints in the three
different sectors.
Commercial sector
Complaints have been used to shape changes in the commercial sector. A good
example of this is through the use of social media and the internet. Mediums such as
Twitter and Facebook have become a quicker and easier way for customers to
interact with large businesses and register complaints.
These mediums have made complaining more accessible to people. It does not
always have to involve a long phone call or posting a letter and waiting for a
response. Many large commercial organisations now have their own social media
pages to communicate with customers. They also usually dedicate a part of their
website to dealing with complaints. The results are that complaints are handled
quickly.
Through use of social media, complaints in the commercial sector are taken more
seriously, which should help to improve the standards of products and services.
Public sector
Complaints in the public sector can lead to widespread improvements, especially if
they highlight weaknesses or areas that can be approved. A good example of this in
the public sector is the Health Service Ombudsman. It investigates complaints about
the National Health Service (NHS) in England.
When an investigation into a complaint has been completed, the ombudsman writes
a report and sends it to the NHS provider that has been complained about. The
customer also receives a copy. If the ombudsman has found the complaint to be
justified, the ombudsman will recommend improvements.
Third sector
The effects of complaints can also be positive in the third sector too. Again,
complaints can highlight potentially weak areas of a business and where it can be
improved.
A good example of this in the third sector is with Oxfam and their involvement with
the new shwopping scheme. The charity had complaints that its stores were not
accessible enough so customers were put off from donating old clothes.
Now with the new scheme, unwanted clothes can be donated to Marks and Spencer
stores too immediately giving customers more choice of stores in which to donate
their clothes.
Again, this shows that complaints do not always have negative effects. A lot of
customer feedback is constructive and is something for an organisation to work on.
The standard of service naturally increases and complaints will decrease.
When monitoring complaints, staff need to gather and interpret information from the
customer about problems they have raised.
At times, a customer will bring problems directly to your attention. They will actively
complain or air their concerns and they may do this face to face, by telephone or in
writing. Alternatively, you may receive information about a problem from a colleague or
organisational process, or even from third parties.
Many organisations refer to this information as feedback, and this may be positive or
negative. The challenge for each individual and organisation is to learn from the
feedback they receive and improve the level of customer service that is provided.
Complaints analysis
If feedback and information is systematically recorded, then it also becomes possible to
analyse it, with a view to identifying themes and trends. One customer service
professional may think a problem is a one-off or only an occasional difficulty. However,
if many staff are encountering the same problem then it may be something that the
organisation needs to address.
It can show customers you take complaints seriously and are intent on
improving.
Monitoring complaints and ensuring they do not get lost in the system
can stop them escalating.
Impact of complaints
Effects of complaints
- Commercial sector
- Public sector
- Third sector
Monitoring complaints
- Complaints analysis
Why complaints are monitored
- Improve organisation
- Solve recurring complaints
- Intent to improve
- Ensures they dont get lost
Quick quiz
Back to Session
It's time to put that learning into practice!
Question 1
Which of the following is not a typical customer service problem?
Faulty equipment
Delays in delivery
Question 2
Is the following statement True or False?
Having a set procedure can also help an organisation standardise the way it deals with
its customers.
True
Fasle
Correct. Well done!
Question 3
Which answer shows two advisable ways you can potentially stop a complaint
escalating?
To train your staff in complaints but encourage them to prioritise happy customers
To train your staff and management in complaints and to give the complaint the
Question 4
Select one option to complete the following sentence:
Customer retention and a large base of loyal customers are vital to a successful
organisation in the __________________ sector.
Public
Third
Commercial
Correct. Well done!
Question 5
Is the following statement True or False?
True
False
The correct answer is: True