1. How do you gain real
customer insight from
complaints data?
What should you log, what
should you analyse and how do
you pinpoint where services /
processes could improve?
www.customerchampions.co.uk/customer-
complaints-collecting-the-right-feedback
Presented by:
Colin Bates
Customer Champions
www.customerchampions.co.uk
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2. Positioning a complaint
A person who complains is our friend:
they are paying us a compliment by
expressing their confidence in our ability
to put things right.
We must thank them for giving us that
opportunity and ensure that we both
solve the problem and offer recompense
sufficient to restore their confidence.
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3. Companies handling of
customer feedback
MEASUREMENT 95%
5% COMMUNICATION Customer Sat, complaints etc
Tell customers that company
has listened and is making
the following changes to COMMUNICATION 50%
improve things
Tell employees what customers
are saying
10% ACTION DEPLOYMENT
ACTION PLANNING 30%
Company sets up action teams to Company decides what to do
implement the Action Plan about findings
Source: Customer Champions survey of 100 European companies
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4. When you make a complaint what is the least
you expect, and what do you experience?
Expect Experience
5% 10% 15% 20% 25% 30% 35% 40%
Acknowledgment
Empathy
Ownership
Apology
Compensation
Taken seriously
Details of
ombudsman etc
Respond when
promised
No response
Source: Customer Champions survey of UK consumers
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5. What should you log?
•What is the experience that you want your customer to
have at each touchpoint?
Elements of your customers’ journey
Post Sales
Aware Query Purchase Complaint Upgrade Renew
Support
www.customerchampions.co.uk/customer-journey-mapping-cjm
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6. Customer Journey Mapping
Elements of your customers’ journey
Post
Complai
Aware Query Purchase Sales Upgrade Renew
nt
Support
Website Website Website Website Website Website Website Website
Customer touchpoints
Phone Phone Phone Phone Phone Phone Phone Phone
Face to Face to Face to Face to Face to Face to Face to Face to
face face face face face face face face
Word of Face to Face to Face to Face to Face to Face to Face to
mouth face face face face face face face
Email Email Email Email Email Email Email Email
Post Post Post Post Post Post Post Post
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7. Measurement & Ownership
•How are you measuring that experience?
• Customer survey
• Internal metrics
• Complaints data
•Identify the owner for each customer touch-point
•Link the complaint feedback to the relevant touch-point
• Helps you identify the root cause and an owner
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8. Barriers to collecting
complaints feedback
Culture
Time
Valued
Making it easier
Measurement
Data collection
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9. Where to focus?
(Analysis)
• Historical evidence of issues
– Ongoing issue
• Volume of complaints
– Pareto rule
• Cost to you of dealing with / resolving
– Internal cost or compensation
• Impact it will have on overall measure of
performance
– Customer service or budget targets
• Fits with corporate initiatives
– Maximise the value of the work
• Ability to solve
– Resources, time, ability
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10. Further information or to discuss
your complaints challenge
Supporting articles available on
www.customerchampions.co.uk
Call us on 01527 894521
