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Customer focused complaints handling

There can be little doubt that consumer confidence and trust has suffered in recent times. As a result, it is extremely important to handle complaints in the right way if we are to restore that trust. This applies particularly to First Point of Contact interactions as well as dealings with specific complaints functions. A natural conversation with an empowered and confident frontline representative can make a huge difference in terms of resolution.

Our approach

Lloyds TSB: 12% increase in customer satisfaction

Tension is at its highest in a complaints context and our R³ framework equips your staff to lower tension and gain trust. This creates an environment in which best possible resolution for the customer can be achieved.

However, even this is not enough. Our customer insight has highlighted three different types of 'justice' that customers look for, and our complaint handling approach develops the specific skills and techniques to deal with each of them, along with an attitude that is genuinely customer-focused. A 'one size fits all' complaints strategy will not work.

Ideally embedded within a change programme, this complaint handling approach concentrates on practical application of messages with real world activity throughout. It allows you to:

BUPA: 50% reduction in escalated calls
  • Provide front line teams with the framework, tools and different ways of thinking to handle all customer complaints
  • Translate your Vision, Beliefs and Values into real world activities enabling the teams to have a clear picture of the journey they are on and why
  • Rebuild the customer communication cycle using bespoke content, scenarios and activities to embed and sustain refreshed and new skills learnt
  • Enable staff to identify their current behaviours vs. good practice
  • Support the frontline teams with designing their dialogue for each stage of the customer communication piece – covering real world scenarios and practice with both written and telephone-based communications as appropriate

Success Stories

Having Connected Conversations with customers and colleagues – driving out one consistent and joined up way of doing things

Our Approach



  • Senior management engagement
  • Managers developed up front to support complaint handlers on the journey
  • Knowledge transfer approach for front line roll out
  • Joined up the dots to ensure having Connected Conversations in written word too


  • Co-designed with front line teams – partnership approach
  • Design backed by external customer insights into customers interaction styles
  • Application of customer insight to customer complaining styles
  • SMEs used for written word
  • Leaders taken on a cultural change journey to ensure motivate and support colleagues in shift to picking up the phone


The Results

Working with Procter has been transformational in our approach to customers and the language we use. They have worked incredibly hard with us to embed this both systemically but more importantly culturally.  We have really changed the DNA of the business as a result. Head of Operations, Lloyds Banking Group, Group Customer Services

Pilot group

  • NPS score improved +26
  • Resolution improvement 62.5%
  • Agent confidence up 17.8%

Across Customer Service

  • Over 90% of complaints resolved on the spot
  • NPS – positive shift of 4 points on postal complaints
  • Complaints per 1,000 accounts moved by -18% H1 2011 to H1 2012

Who will benefit from this programme?

This programme is for frontline teams who deal with customer complaints, whether by telephone or written word.

What challenges will this programme help you address?

When embedded within an appropriate change progamme, Complaint Handling will help you to:

  • Increase first contact resolution of complaints across multiple channels
  • Reduce cost to resolve complaints
  • Reduce escalated complaints and the time, cost and frustration associated with escalation
  • Increase customer satisfaction

Next Steps

This email address is being protected from spambots. You need JavaScript enabled to view it. if you have specific questions or to book your complimentary consultation
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