Customer Complaints
A customer in CRM is the core of a business. The customer is
of utmost importance for any business to flourish. A complaint can be defined as
an unmet need of a person who pays for some service/good. When a need is not
satisfied a complaint arises.
Many of the dissatisfied
customers do not complain. This never is a boon instead it results in a bane
since CRM looses the major advantage of building relationship with the customer
if:
-
The complaints are not taken as a high priority
-
The complaints are not handled properly
Always remember good complaint handling procedure puts
customer at the center of your organization. Customers who complain have a
particular mind set. They complain expecting some compensation to be given for
the product or service failure at personal level. Socially they believe that
every future customer will be benefited if the provider corrects the wrong;
based on their complaints.
Majority think it is not worth the time and efforts. Many think it will not change any thing and
hence do not complain.
It should always be
remembered that customers believe a good product, a good service and a fair
treatment in their right. What do people expect from their comments? It is a
simple expectation of being taken seriously.
Why people do not
complain?
At times many do not know how to complain and hence many customers do not complain.
Some sincerely believe it was their fault that things went wrong and hence do not complain.
Many think there are numerous other vendors to collect a similar product/service. So why complain?
CRM tries to look at the customer complaints closely and positively learn from it, to put this learning into the organization; offering and collecting the way the things have been going wrong.
Why do complaints matter?
Complaints are a hurdle in the path of
satisfaction of customers. Complaints are important due to the following
factors:
-
It improves customer retention and loyalty
-
Avoids unfavorable and negative publicity
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Getting more customers through word of mouth and through satisfied clients
-
Saves time and efforts
-
Saves money for organization
-
It increases reputation of the organization
Customer complaint is an important input to
management for better understanding of customer needs. Consequently, this
improves the customer satisfaction index. Customers while complaining can give
future direction and valuable insights.
Always remember a well addressed complaint can not only
develop a dialogue with the customer, but also build a long term relationship
with him.
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