Whenever there is a commercial transaction, there is a possibility of a complaint. The processes and responses to handle the complaints by a brand or organisation can transform perceptions, stabilise loyalty, and promote positive repeat purchases and references. However, most brands (including services) do lip-service to the concept. While they may standard operating procedures for complaint management, in most organisations, this department is the hidden face and unwarranted child. Most have a third-party call centre fronting complaints unless they have moved to Bot or IVR-based system, which is a different and equally horrifying story.
All Complaint Management Systems work on set rules. They have scenario build-up for possible complaints and service delivery issues. The executive fronting the complaints is bound to play by the rule book. They are not expected to think. In fact, diversion from the SOP is not appreciated or encouraged. However, (one hopes) it is considered for future process refinement. The complaint handler is interested in the closure of the issue within timelines as they are evaluated on the number of calls and closures. The calls are mostly recorded for training purposes! Or so it is claimed. And surprisingly at times the complaint management systems suggest crazy solutions to the customer complaints.
Can’t Find Fault with the Call Centres
As a consumer, I have many issues and complaints with (some) brands. However, I realise that complaint-handling executives have hardly any leeway or authority to make decisions. Moreover, complaint escalation shows them in a bad light. I aim to register my complaint, hoping someone will look at it and resolve it. In the process, I would be helping the good brand learn and avoid repeating mistakes.
Sometimes, I question this faulty thinking of mine.
Are these call centre executives not representing the brand? Don’t I have the right to a complaint resolution? Whatever the considerations, the interactions affect the customer’s disposition towards the brand and, hence, a critical part of the system.
Differentiating Experience
It is not that I have never had an excellent experience in complaint handling or it’s just that I am just a demanding customer. Trust me, a pleasant experience over a complaint or crisis helps create a stronger relationship.
American Express Credit Cards is one of the brands with excellent timely customer complaint resolution and customer service/relations. The customer-fronting executive genuinely works and aims toward complaint resolution. At least, the impression is that they do, which is important.
In Central India, at Dinshaw’s (dairy products) from Nagpur, all complaints land up with senior management, and they better be resolved as they are monitored.
Brands like Make-My-Trip and Indigo (my experience) have good complaint handling. However, they have too many complaints appearing on social media.
Then there are brands like Axis Bank, which tries to do its best and harness technology interfaces for a better experience. However, the unstable technology or a less than beta version of the apps is not resulting in the best of experiences.
However, on the other extreme are brands like HappyEasyGo. Tough luck if you have a complaint with them.
Complaining over Social Media
A few trigger-happy, fastest-finger-first players use social media as the first port of call for complaint resolution. I believe people pin their complaints on social media when they don’t find a resolution in normal working. And if the complaint is addressed swiftly after it is featured on social media, it is still good as it kills the post. However, customers rarely go back to post a thank you or appreciation post after complaint resolution. I wish more of them would do so that others would know about the actual situation.
Time To Take Customer Complaints Seriously
In an idealistic situation, a complaint should not arise. However, as expectations and experiences differ, leading to dissatisfaction and irritation, complaints are a natural outcome. With increased social media interfaces and rising customer expectations in the challenging competitive environment, customers not only expect but demand the best experience and service – which a brand cannot ignore. They do not differentiate between local, regional, MNC, or start-ups. It is time for brands to wake up and take this part of customer complaint resolution far more seriously.
Net-net
People don’t buy products; they buy experiences that meet or surpass their expectations. No matter what you are selling, make them always feel better. People remember a bad experience more. They are likely to leave a bad review more than a good review. They will talk to more people about their bad experiences ( 5-10 times) than they will talk about a good experience. The brand has to nudge the customer to talk about a good experience or swift complaint resolution.
In the new era of democratic voices, emotion and experience sharing, the experiences and the complaint management matter much more.
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A story of mismanaged complaint handling
Anupama, a young executive in an MNC firm, stays and works in Pune. Her parents stay in Aurangabad. Recently, on her father’s birthday, she used an urgent delivery service from an online flower and gift service company because she was a day late wishing her father. Forget why she forgot to wish on the day and let’s focus on what happened next.
She went online- that’s what most people do. Like a new-age customer, she went through the process of ordering an urgent delivery from a reputed company that does flower and cake deliveries. She ordered a simple cake in a flavour that her father liked and a bouquet. She planned to call after the delivery of the make-good products.
The company called to ask her if yellow wrapping paper would do as they were out of stock in the velvet colour she had chosen. Well, she appreciated their getting back and agreed to a colour change. The company, at this stage, earned a brownie point.
As the delivery message came on, she called and wished her father.
And that is when she realised they had forgotten to write on the cake. No message.
It was the consignment bill that the delivery boy left in duplicate that her father knew who had sent the cake.
In the phone call, her family told her that she couldn’t remember the date of her father’s birthday and, two, how stupid and careless she was- not to have any message on the cake. Was she so busy that she didn’t have time to add a message: say, dear Papa and wish him a happy birthday?
It was not the desired experience and not what she was ready for. So she called the company with a. complaint.
The next day, the front-line executive was all sorry madam- sorry madam for the mistake and then made the blunder of working by the book. The executive offered to send a complimentary cake to her father- this time with a message, not realising that it would amplify the error and make it messy.
There was no way the diabetic dad was going to have another celebration and bite of the cake. The moment of glory and make-good was lost for the girl. And what was the compensation- well, a complimentary cake.
Anupama knew there was nothing she could do. However, she made a mental note to refrain from using the company’s services again. She shared her experience on social media and with a few friends at the office. Anupama then deleted the 250 Rs digital voucher the company sent her as a goodwill gesture!
I don’t know what would/should/could have been the best way to handle the situation. But the complimentary cake was not the right one. Hopefully, the company will review and recalibrate the response for the future.