Customer Services & Telecommunications


Back to Basics: Complaints


Hans Grefte, Product Development Director for UsefulFeedback! explores


why you should re-evaluate complaint handling. Complaints at banks soar 75%. Airline fined for failing to adequately compensate passengers. Repeated complaints to OfCOM result in £3m fine for Telco. These headlines are repeated on a near daily basis. Given the implications for company reputation and customer trust, just what has gone wrong with complaints management?


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Dedicated complaints teams are often set up to focus on resolving escalated complaints but this is clearly not working. With regulators under pressure to increase fines and impose ever more stringent complaints deadlines, it is time to go back to the basics of complaint handling and empower customer facing staff to deal direct and in real time with customers.


Over the past decade, organisations have been encouraged to use complaints handling as an opportunity to retain the loyalty of their customers and maximise revenues. This model has not been a wholehearted success, with organisations across every vertical market either struggling to retain the business of existing customers or incurring ever increasing fines


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