Turning Customer Complaints into Better Business

Sam Walton famously stated, “There is only one boss. The customer. And he can fire everybody in the company from the chairman on down, simply by spending his money somewhere else.”

Complaint management system

Yet, one thing needs to be added to Walton’s assessment in terms of modern businesses. Not only can the customer spend their money elsewhere, but they can also destroy your business’ reputation before they do so.

In our social media age, bad experiences with a company or a brand can go viral. We have seen this time and time again. Customers get angry with a service they have received, and post it all over social media for the public to see. From then on, there is a stamp of negative customer experience branded to the business at fault. For example, one customer’s viral and vivid description of a grim looking Virgin Atlantic plane meal gained worldwide attention, drawing negativity to Virgin Atlantic.

Knowing what your customers are saying

The trick is to gain a thorough understanding of the issues facing your customers. That can, of course, be tough for the very biggest brands who might be faced with a daunting scale.

However, one company has developed a complaint management system that helps to identify any dissatisfaction at the very earliest stage. This is done by reviewing the transcripts of interactions of customers and analyzing the feedback they give in a quick and efficient manner.

This complaint management system makes it possible to recognize and resolve any common issues that customers have with your products and services and predict any future problems that are likely to occur based on what is being said.

Customer complaints present a huge opportunity to businesses. While no business wants to hear the faults in their service, they can win over the customer again if the correct response and action are taken as a result of the complaint.

Solve a complaint and reaps the rewards

Do this properly and you’ll be able to twist Walton’s saying in your favor. The customer is still the one with the power but now they could easily use that to your benefit. According to analytics company, Kiss Metrics, Happy customers who get their issue resolved tell 4 to 6 people about their experience. Customers who share news of your products and service or praise you quite publicly on these channels can actually become brand ambassadors and deliver the sort of boost that would eat into a marketing budget. It is best to have happy customers on your side.

By spotting customer complaints and dealing with them in a swift and professional manner, these once angry customers can be turned into loyal users who help, rather than hinder, your reputation. As Walton might say: There is only one boss. The customer. And they can recruit you more followers if you keep them sweet.

About the Author

Debbie Fletcher is an enthusiastic, experienced writer who has written for a range of different magazines and news publications over the years. Graduating from City University London specialising in English Literature, Debbie’s passion for writing has since grown. She loves anything and everything technology, and exploring different cultures across the world. She’s currently looking towards starting her Masters in Comparative Literature in the next few years.

CCW EU 2019



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