Expert en feedback management - Spécialiste dans la mise en place de baromètre de satisfaction et d'enquête de satisfaction
Expert en feedback management - Spécialiste dans la mise en place de baromètre et d’enquête de satisfaction
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LE BLOG BY SATISFACTORY

24 September 2015
Analyses

Customer complaints: how to re-establish contact



Thanks to the many resources available online, internet users have every opportunity of complaining about an unsatisfactory experience, and sometimes take great pleasure in doing so! This feedback relates to all types of experience and all types of complaint (from a non-compliant product to waiting for a call-back request, etc.).

How do you deal with these comments that can be damaging to your image? DO NOTHING? Leave it for the moment? It would be in your interests to engage with these customers.

Start talking to your customers again


Regardless of the means used to express them (letter, email, survey responses, social networks, specialist websites, etc.), customer complaints are messages to your business. Don’t be afraid of these comments but treat them with the greatest care. By expressing their anger, customers are giving you a second chance. If your team shows a little sympathy and consideration, these customers will very probably become loyal ambassadors.

Customers are reaching out to you to make up for the unfortunate experience they have just had. Take this opportunity of creating a new relationship with them, based on dialogue and trust.

Improve customer satisfaction


There can be no doubt that failure to deal with customer complaints has a negative effect on your reputation, showing a lack of courtesy and risking loss of business. By being proactive, you can anticipate future complaints, thus reducing their number and almost certainly keeping your customers.

Providing a customer satisfaction survey is a request to your customers to express their feelings. You therefore need to define the whole process of feedback management to show customers that their comments are being taken into account:


  • • Does your organisation opt for centralised processing by customer services or decentralised processing by operatives?
  • • Does your organisation opt for centralised processing by customer services or decentralised processing by operatives?
  • • What communication channels do you use for responding to your customers?


  • Dealing with complaints requires the mobilisation of staff on a daily basis, a factor that can apply an internal brake to the implementation of such a project. As a general rule, customers are surprised by follow-up and are simply glad to receive a response.

    Having provided our clients with daily support in the management of their customer feedback, we can now draw some conclusions:


  • When customers are questioned again after the phone call, the recommendation score shows a marked increase: for instance, in the case of a misunderstanding with the customer, an initial score of 3 can be revised to 9 following the call.
  • Focusing on feedback/subsequent purchases made by these customers indicates that dissatisfied customers are less likely to come back to the brand.
  • A study of the average basket also shows that the channel used for dealing with complaints can have a positive effect on the average basket during the next visit.


  • Our customers’ experience: BforBank


    Download our workshop presentation "From satisfaction to customer conversation" produced in June 2015 with feedback from our guest: Diane PRISO - BforBank Customer Relationship Manager

    Click here for more information

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    ABOUT THE AUTHOR

    Noëllie PILANDON
    R&D Manager

    Do you need more information ? Contact the author : feedback@satisfactory.co.uk



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