Thought leadership

A new benchmark insights report just published maps the emotional journey of customers through the complaints process and it’s all a bit emotional.  By pinpointing causes of frustration and anger, whilst celebrating best practice, the report provides financial services and utility companies with what it claims is an ‘indispensable guide’ on meeting and exceeding customer expectations.

The Complaints Outlook 2021 report from Huntswood maps research and demonstrates that firms who respond to complaints with empathy and clear communication have the opportunity to regain customer trust and earn customer loyalty reveals that two in threeof customers feel frustrated when they first discover an issue, but this rises to three in four if the process of making a complaint is made difficult while just one in three rated the empathy of their complaint handlers as good.

The six top customer needs revealed are as follows: make it easy for me to complain; let me speak to the right person straight away; show me I am valued; if it’s your fault, say sorry to me: keep me updated; don’t let me hear that it’s happened again.

Martin Dodd, CEO of Huntswood said “We have found compelling evidence that the complaints journey offers significant opportunity for firms to deliver emotionally engaging experiences that drive customers to not only stay with an organisation, but to also become advocates.  As we move forward into a period of change and challenge as a result of Covid-19, and with the expectation of increasing complaint volumes and customer vulnerability later in the year, the stakes are higher. Firms who are ready to meet this challenge and take hold of the opportunities presented will be in a good position to emerge strongly.”

Many customer complaints of course come into the contact centre and the good news is that our first virtual event of this year is our Virtual Future of the Contact Centre conference next month. I look forward to welcoming you there.

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