There can be little doubt that consumer confidence and trust has suffered in recent times. It is extremely important to handle complaints in the right way if we are to restore that trust.
However, what is often not understood when designing a complaint interaction is that customers are looking for different things. Our customer insight has highlighted three different types of 'justice' that customers look for, and your frontline complaint handlers need 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.
Improving complaints handling typically involves training your staff to reduce tension and to have meaningful conversations with your customers. This in turn requires the creation of a customer-focused culture to inform both the content and tone of the interaction. However, it also means providing your staff with skills and techniques to identify the justice the customer is looking for, and to adapt the way they interact and the proposed solution accordingly.
The first step is to understand your customers and gain insight into what they are looking for when they complain – this can be done by analysing current interactions and letters, and enables you to tailor the frontline experience to meet your customers' needs.
The second step is to design a training programme that provides a structure for these interactions. Our proven R³ framework equips your staff to lower tension and gain trust. When you align this framework to the customer justice model, your customer insight and your brand values, it creates an environment in which the best possible resolution for the customer can be achieved.
Using our comprehensive Capability Building® System provides the change management tools and support you need to achieve a lasting customer-focused culture.
Our work typically drives KPI improvements such as increased first contact resolution of complaints, reduction in escalated complaints, reduced cost to resolve complaints and increased customer satisfaction.
Example case studies
Imparta (through its service division, Procter) has extensive experience of working with complaints teams in various marketplaces, including regulated financial services environments. Examples include:
- Microsoft: Delivering brand through an outsourced partner
- Lloyds Banking Group: Delivering a customer-led culture
Lloyds TSB: 12% increase in customer satisfaction
BUPA: 50% reduction in escalated calls
- Explore our service curriculum in more detail.
- Use the Design Your Solution section part of this website to scope out the change management elements you need to support training in complaint resolution. You can then download a customised PowerPoint presentation to use in internal discussions.
- Contact us to ask specific questions, or to find out more about our work in improving complaints.
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