“YES! We got another complaint!”… said no one ever.
Complaints don’t have to be feared. If you take a complaint as a catalyst for action, they’re a CX goldmine. Any time someone is motivated enough to complain, they’re highlighting a process or experience that could be impacting more customers than you realise.
- Take the customer complaint, and map the journey that got the customer there. Plot out touch points (each time they interact), the methodology (channel they used), and overlay sentiment.
- Use general customer journey maps and trace them back to the complaint – where did the journey go wrong?
- Take the break points in the journey and fix them, then monitor future customer journeys – did they get past the mended pot hole?
- Resolution-focused process guidance will help to resolve issues that are raised; this complaint insight process helps to prevent the issue from happening again.
- Issues increase the likelihood of churn. Customers who experience issues but don’t complain are on a sure-fire path out the door. Unpicking a voiced compliant can lead to improvements for silent customers and improved experience for the greater customer base.