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Handling Customer Feedback & Complaints

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Empowering the Front Line Staffs to Effectively & Efficiently Manage Customers

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Handling Customer Feedback & Complaints

  1. 1. WELCOME HANDLING CUSTOMER FEEDBACK & COMPLAINTS
  2. 2. module 1 the importance customer complaints & feedbacks
  3. 3. customer feedback • EVALUATED FOR IMPROVEMENT • EXPRESSION OF OPINION • COULD MOTIVATE EMPLOYEES
  4. 4. CUSTOMER COMPLAINTS • EXPRESSION OF SOMETHING UNACCEPTABLE • NEGATIVE IN NATURE / ELEMENT OF CRITICISM • DEMOTIVATES EMPLOYEES
  5. 5. what are customer complaints & feedbacks? • AN EXPRESSION OF DISSATISFACTION OF PRODUCT OR SERVICE • ORALLY • WRITING • INTERNAL & EXTERNAL CUSTOMERS
  6. 6. what are customer complaints & feedbacks? • IT CAN BE DIVIDED INTO • GENUINE COMPLAINT • MISUNDERSTANDING • UNREASONABLE EXPECTATION OF PRODUCT OR SERVICE
  7. 7. why customer complaints & feedbacks are important? • TO DISCOVER CUSTOMER DISSATISFACTION • TO IDENTIFY THE CUSTOMERS NEEDS • TO COMPARE PERFORMANCE WITH COMPETITION • TO DETERMINE OPPORTUNITIES FOR IMPROVEMENT
  8. 8. MODULE 2 CUTOMER SERVICE STATISTICS
  9. 9. DO YOU KNOW? • FOR EVERY CUSTOMER WHO BOTHERS TO COMPLAINT, 26 OTHERS REMAIN SILENT
  10. 10. DO YOU KNOW? • A TYPICAL BUSINESS HEARS FROM 4% OF ITS DISSATISFIED CUSTOMERS, WITH 96% NOT VOICING OUT THEIR COMPLAINTS & 91% NEVER COMING BACK
  11. 11. DO YOU KNOW? • A DISSATISFIED CUSTOMER WILL TELL BETWEEN 9-15 PEOPLE ABOUT THEIR EXPERIENCE. ABOUT 13% WILL TELL MORE THAN 20 PEOPLE
  12. 12. BUT • 56-70% OF THE CUSTOMERS WHO COMPLAINT TO YOU WILL DO BUSINESS WITH YOU AGAIN IF YOU RESOLVE THEIR PROLEM
  13. 13. BUT • IF THEY FEEL YOU ACTED QUICKLY AND TO THEIR SATISFACTION, UP TO 96% WILL DO BUSINESS WITH YOU AGAIN AND THEY WILL PROBABLY REFER OTHER CUSTOMERS TO YOU
  14. 14. BUT • HAPPY CUSTOMERS WHO HAVE THEIR PROBLEM RESOLVED WILL TELL 4-6 PEOPLE ABOUT THEIR POSITIVE EXPERIENCE
  15. 15. MODULE 3 RESPONDING TO DIFFERENT TYPES OF CUSTOMERS
  16. 16. THE MEEK CUSTOMER TYPE RESPONSE • GENERALLY WILL NOT COMPLAINT • WORK HARD TO SOLICIT COMMENTS • ACT APPROPRIATELY TO RESOLVE COMPLAINTS
  17. 17. THE AGGRESSIVE CUSTOMER TYPE RESPONSE • READILY COMPLAINS • OFTEN LOUDLY AT LENGTH • LISTEN - ASK WHAT ELSE? • AGREE THAT THE PROBLEM EXIST • INDICATE WHAT YOU’D DO TO RESOLVE IT AND WHEN
  18. 18. THE HIGH ROLLER CUSTOMER TYPE RESPONSE • EXPECTS THE ABSOLUTE BEST • WILLING TO PAY FOR IT • LIKELY TO COMPLAIN IN A REASONABLE MANNER • CUSTOMERS WANTS TO KNOW HOW YOU’RE GOING TO RESOLVE THE COMPLAINT • LISTEN RESPECTFULLY AND ACTIVELY • QUESTION CAREFULLY TO FULLY DETERMINE THE CAUSE
  19. 19. THE RIP OFF CUSTOMER TYPE RESPONSE • THE GOAL IS NOT TO GET THE COMPLAINT SATISFIED • TO WIN BY GETTING SOMETHING THE CUSTOMER IS NOT ENTITLED TO RECEIVE. • REMAIN UNFAILINGLY OBJECTIVE • USE ACCURATE DATE TO BACKUP YOUR RESPONSE • GIVE ONLY WHAT THE COMPANY POLICY ALLOWS YOU TO
  20. 20. THE CHRONIC COMPLAINER TYPE RESPONSE • IS NEVER SATISFIED • THERE IS ALWAYS SOMETHING WRONG • THE CUSTOMER’S MISSION IS TO WHINE • EXTRA ORDINARY PATIENCE IS REQUIRED • A SYMPATHETIC EAR • A SINCERE APOLOGY • A HONEST EFFORT TO CORRECT THE SITUATION
  21. 21. MODULE 4 RESOLVING CUSTOMER COMPLAINTS AND FEEDBACKS
  22. 22. THE IMPORTANCE • ESSENTIAL TO BUSINESS SUSTAINABILITY • HELPS IN CUSTOMER RETENTION • MARK OF A RESPONSIBLE ORGANIZATION
  23. 23. STEPS IN RESOLVING • PROVIDE CUSTOMERS WITH THE OPPORTUNITY TO COMPLAIN • GIVE CUSTOMERS YOUR FULL AND UNDIVIDED ATTENTION • LISTEN CAREFULLY • ASK KEY QUESTION TO FULLY UNDERSTAND THE COMPLAINT
  24. 24. STEPS IN RESOLVING • AGREE THAT THE PROBLEM EXISTS, NEVER ARGUE • APOLOGISE FOR THE PROBLEM • RESOLVE THE COMPLAINT • THANK THE CUSTOMER FOR BRINGING UP THE COMPLAINT TO YOUR ATTENTION
  25. 25. MODULE 5 SOURCES OF CUSTOMER COMPLAINTS & FEEDBACKS
  26. 26. PRODUCT RELATED • DEFECT / NOT FUNCTIONING • DID NOT MEET BASIC REQUIREMENTS • CUSTOMER HAD HIGHER EXPECTATIONS • FREQUENT BREAKDOWN • DEFECTIVE PARTS
  27. 27. SERVICE RELATED • SLOW RESPONSE TO PROBLEMS • PROBLEM PERSISTS AFTER REPAIRS • BEHAVIOUR OF STAFFS
  28. 28. COMMON FEEDBACK PLATFORMS • IN PERSON • TELEPHONE • EMAIL • SOCIAL MEDIA
  29. 29. EMPLOYEE FEEDBACK • NORMALLY COMPANIES LISTEN MORE TO EXTERNAL CUSTOMERS AND IGNORE EMPLOYEE FEEDBACKS • RESPONDING TO INTERNAL FEEDBACKS INCREASES STAFF PERFORMANCE & MORAL
  30. 30. module 6 defining service standards
  31. 31. the root cause • THERE EXIST A GAP BETWEEN • THE COMPANY STANDARD OPERATING PROCEDURES • THE CUSTOMERS PERSONAL EXPECTATION • EFFECTIVE COMMUNICATION ELIMINATES THIS GAP
  32. 32. MEASURING SERVICE QUALITY 5 STEPS
  33. 33. STEP 1 - RELIABILITY • DOING IT RIGHT THE FIRST TIME - EVERY TIME • DELIVERY PROMISE • DEPENDABLE SOLUTION PROVIDER
  34. 34. STEP 2 - RESPONSIVENESS • WILLINGNESS AND READINESS TO PROVIDE SERVICE • KEEPING CUSTOMERS UPDATED ON STATUS • PROMPTNESS / PROACTIVE TO CUSTOMERS CONCERNS
  35. 35. STEP 3 - ASSURANCE • THE KNOWLEDGE / COMPETENCE / COURTESY OF STAFFS • ABILITY TO REGAIN CUSTOMERS CONFIDENCE & TRUST • MAKING CUSTOMERS FEEL SAFE & ASSURED
  36. 36. STEP 4 - EMPATHY • CARING AND PERSONALISED ATTENTION • HAVING THE CUSTOMERS BEST INTEREST AT HEART • CONVENIENT OPERATING HOURS
  37. 37. STEP 5 - TANGIBLES • PHYSICAL EVIDENCE OF THE SERVICE • PROFESSIONAL APPEARANCE OF STAFFS • VISUALLY APPEALING FACILITIES
  38. 38. module 7 the business benefits from customers feedback and complaints
  39. 39. the brand image • SUCCESSFUL COMPLAINT RESOLUTION IMPROVES BRAND IMAGE • 87% OF CUSTOMERS CHOSE TO PREFER BUSINESSES WITH A BETTER REPUTATION • AN EDGE OVER THE COMPETITION
  40. 40. IMPROVES CUSTOMER RETENTION • SPENDS LESS TO ATTRACT NEW CUSTOMERS • CHEAPER TO RETAIN EXISTING CUSTOMERS • EXISTING CUSTOMER INTRODUCES NEW CUSTOMERS
  41. 41. ENHANCE CUSTOMER SATISFACTION • OPINIONS FROM CUSTOMER IMPROVES BUSINESS • CUSTOMERS FEEL VALUED AND APPRECIATED • FEEDBACK USEFUL FOR CONTINUOUS IMPROVEMENT
  42. 42. MODULE 8 FLOW CHART FOR EFFECTIVE HANDLING OF CUSTOMERS FEEDBACK AND COMPLAINTS
  43. 43. FLOW CHART OVERVIEW STEP 1 - RECEIVE AND CLASSIFY STEP 2 - ACKNOWLEDGE STEP 3 - INVESTIGATE STEP 4 - RESOLVE AND CONFIRM STEP 5 - RESPOND TO CUSTOMER STEP 6 - FOLLOW UP STEP 7 - CLOSE & IMPROVEMENT ACTIVITIES
  44. 44. STEP 1 - RECEIVE & CLASSIFY Ensure that all potential issues are captured by the organisation, and classified for escalation, review and action as required.
  45. 45. STEP 1 - RECEIVE & CLASSIFY • Any complaint, issue or negative customer interaction must be logged and classified for action • Urgent, potential high business impact. a response to the customer within 3 working days. • not-urgent, lower business impact.a response to the customer within 2 working weeks.
  46. 46. step 2 - acknowledge Ensure that every complaint receives a formal written acknowledgement, containing an expectation of when they will receive a response, and the person dealing with it
  47. 47. step 3 - investigate Follow up all aspects of the complaint, both internal and external, to ensure that the key facts are identified and clarified
  48. 48. step 3 - investigate • The priority of the complaint will drive the timescale for completion (3 days for urgent or 2 weeks for non-urgent) • All areas of interaction and communication should be established (who, what, where, when, why etc) and documented where possible
  49. 49. step 4 - resolve and confirm Ensure that the final resolution is clear and fair. Also confirm the proposed action and resolution with another senior person
  50. 50. step 4 - resolve and confirm • Ensure that the proposed resolution meets corporate guidelines and does not prejudice Company in any unnecessary legal or financial manner • Document the proposed action and discuss and agree with Office and/or Operations Manager
  51. 51. step 5 - respond to customer Provide the customer with the resolution within the timescales promised
  52. 52. step 5 - respond to customer • The details of the findings and proposed resolution should be clearly explained (in written or verbal form as appropriate) to the customer- within the agreed timescales • If this cannot be done on time the customer should be contacted by telephone to request further time
  53. 53. step 6 - follow up Ensure that complaints are followed up to confirm that customers are satisfied with the response given
  54. 54. step 6 - follow up • The follow up should identify the following:- • Is the customer satisfied with the response? • Did they feel that their complaint was properly and fairly handled? • Any negative responses to these questions should be referred to Operations Managers for action and direct follow up with customers.
  55. 55. step 7 - close and improvement activities Ensure that the organisation as a whole is aware of complaints and any underlying issues. Plan actions to remove these and prevent future recurrence
  56. 56. step 7 - close and improvement activities • All complaints should be reviewed monthly as part review meetings. • Any complaints where action can be taken to avoid recurrent must be acted upon and raised with the appropriate managers/teams across the organisation
  57. 57. THANK YOU APPLIED KNOWLEDGE IS POWER

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