Finding potential in your complaint management process
However impressive your level of service, dissatisfied customers are always a possibility. A business can’t be everything to everyone. That’s why it’s so important to ensure that customer complaints are handled effectively. If you take the right steps to communicate with them effectively, apologize for inconvenience, and resolve the problem, you’re much more likely to mitigate resentment and, ultimately, retain that customer.
First and foremost, an effective complaint management process requires a culture change. You need to ensure your staff takes a proactive, positive, and trusting attitude to dealing with customer complaints. Constant communication is also important because customers need to feel like they’re being kept in the loop as you address their issues. Perhaps equally important, however, you also need to have technologies in place that enable top-level support.
Let’s have a look at some of this in practice.
How to improve complaint management with technology
If you want to achieve the right level of customer service, you need to help your employees help your customers. That requires the right technology. And today, there’s never been more potential to use technology to accelerate and improve your customer service processes.
Here’s a look at how:
Accelerate your processes
Let’s consider that you’ve delivered a product, and a customer contacts you via email to say that it hasn’t arrived. As well as expecting a prompt response, they also expect that the person contacting them has all the relevant information about their order readily available, including when they made the order when it was dispatched, and any delivery updates. It’s not acceptable to reply asking a customer to clarify information that should be readily available in your CRM.
That information shouldn’t be siloed and difficult to access.
To ensure your customer service representatives are properly informed, you need to make sure that complaints are automatically and immediately assigned, with all the relevant CRM information from that order or customer attached. The representative should be able to click on and immediately see all the information they need to resolve the complaint as fast as possible. Then, they can easily assemble all the information they need to quickly and proactively resolve the situation.
It’s also helpful to send out an automatic trigger email once the first communication has been received, reassuring the customer you’ve received their message and providing an estimate as to when you’ll respond. Communication is the key to keeping your customers on your side. All of these things can be effectively achieved with workflow automation technology.
Automate where possible
As a rule, technology can deal with customer service complaints faster than a person can. And when you consider that up to 75% of customer interactions can be handled by bots, it seems misguided to ask your people to handle each complaint manually. This can lead to burnout and frustration.
Consider, for example, the customer whose product hasn’t arrived. Ideally, the customer will have been notified if the product was left in a safe place, with a neighbor, or rescheduled for delivery. But often this doesn’t happen, either because of a lack of information from the delivery driver, or because of a failure of technology.
With RPA, however, you can proactively identify when anomalies or gaps in CRM information occur. In the case of the undelivered product, RPA bots can identify that information is missing, flag that instance, and let human workers proactively and quickly get on with the task of resolving the issue.
Resolving the problem could be a simple case of checking the CRM or ERP system and discovering that the package was left with a neighbor or in a safe place. Automation technology allows simple tasks like this to be resolved far more efficiently.
Learn and improve
The key to discovering how to improve complaint management is constant development. It’s important to make sure you’re always getting better, even if your customer complaint processes are already excellent. Process intelligence provides one of the best opportunities for you to achieve this constant and iterative improvement.
Knowledge is key
The first step to improving your processes is to understand them. Too many companies suffer from loose and informal processes, where workers within the chain aren’t clear what their responsibilities are or how their responsibilities fit into those of others. With tools like process mapping, you can make it clear to everybody how a process should progress, so everybody is clear where information and tasks are to be diverted.
When this is clear, the focus should move to improving your customer service and complaint management process. This is where process intelligence comes in, allowing you to iteratively gather information over time about the efficiency of your processes. Consider, for example, if your customer service department is taking too long to refer complaints to the next department, you can highlight and address this problem. It also will allow you to address areas where automation can be used to accelerate tasks that are currently taking far too long.
Get the right technology for your customers
The Nintex platform can help you create the approach to process improvement you need to vastly improve your levels of customer responsiveness.
- Process mapping can get everyone on the same page about who is responsible for which stages of the complaints process.
- Robotic process automation removes highly manual tasks that can be automated.
- Workflow automation lets you ensure that your customer service team are automatically notified when complaints arrive.
- Process intelligence allows you to identify where bottlenecks and holdups are being created in your complaint management procedures.
The capabilities of these different technologies improve every stage of your customer service processes, including customer complaints. And integrating seamlessly with popular CRM tools like Salesforce ensures that all your customer information can be automatically retrieved and available when needed.
If you want to find out more about delivering real customer value with Nintex, get in touch with us to start your free trial today.