Complaining About Customer Complaints? Take Action Instead
The call center business would be a lot more agreeable, if it weren’t for all those customers and their problems.
No matter how well a company is run, some complaints are inevitable. The challenge is not just keeping them to a minimum, but handling them in a way that salvages a customer relationship that, at that point, could go either way.
Complaints, like any other type of call, also deliver raw data on what the company is doing right and what could be better. Paying attention to that feedback and making adjustments accordingly is one of the most important contributions a call center can deliver.
Here are a few ideas that can make one of the most unpleasant parts of your job less difficult – and perhaps even beneficial.
On the Front Line
Whether a complaint is registered via telephone, online chat or social media, your agents will be the first to hear it, and their responses are the ones that matter. How much authority do your agents have to handle these issues?
Customers with a product issue may call requesting a refund. Can your agents provide it, along with the requisite apology? If so, that customer may not be lost for good. But if that customer has to be put on hold and transferred, or is required to fill out a form that goes through a formal complaint procedure, he or she is probably done with your company.
Also keep in mind that with that latter, more complicated procedure, all of the time invested by multiple employees means that complaint was more costly to the call center. With smaller purchases in particular, cut your losses quickly by letting the agent take care of it.
That objective ties into the always-important challenge of First Call Resolution (FCR). When agents feel they have been given enough autonomy to provide customer satisfaction, they can usually achieve a better result all the way around.
However, some agents simply don’t want the responsibility. “Hold, please” becomes a standard response even in situations that should be resolved without that referral.
With an workforce management solution, it becomes much easier to target agents on such metrics as FCR, and to monitor unnecessary referrals.
Here’s another unpleasant thought: sometimes it is the agent that inspires the complaint in the first place: “too rude,” “too abrupt,” “left me on hold for ten minutes,” “promised me something that was not delivered,” etc. With the data collected and reports generated by WFM and more specifically Quality Monitoring, managers will also gain insight into which agents are generating the most complaints, and require additional training – or a lesson in manners.
Hopefully such instances are minimal. If you used good judgment in the hiring and training process, your agents are your greatest assets for customer retention. Are you using them that way? That means listening when they tell you about recurring situations that are generating a negative response.
Perhaps a limited-time offer is worded in a way that is confusing to some customers. Agents will not only be the first to know, they may in listening to callers be able to provide a solution to the problem. Make sure their feedback is getting to the management team.
Communication is Key
The answer to almost every call center challenge is better communication – between agent and customer, agent and manager, manager and other department personnel.
A customer-centric approach starts at the top and filters down to the front line. Hitting performance targets and monitoring metrics should enhance this approach, and not dilute it by making average handle time more important than a satisfied customer.
Schedule regular meetings, company wide if possible, to review complaints. And when it’s time to present them, a personalized approach may induce a better response. For instance, a manager could report, “We’ve seen a 10% increase in customers upset about our new teddy bear not arriving on time.” Or, he could say “We had a call from Barbara in Texas who ordered the teddy bear in time for her little girl’s birthday, but it still arrived two days late.” That paints a more vivid picture of the problem than a dry statistic.
How are complaints logged at your call center? An internal audit can be beneficial, as sometimes general inquiries or a customer closing an account may be classified as a complaint. Not only does this falsely inflate the volume of incoming complaints, it clutters the system in a way that may prevent genuine service issues from being resolved faster.
One more objective that helps with complaint handling is consistency. That starts again with agents. Are the new hires handling customer problems with the same skill as those who have been there for years? Monitor them more closely to make sure they are on the same page.
A monthly review involving agents, managers, coaches and trainers can help with keeping track of complaints, detecting trends, and making sure appropriate responses are going out. The longer an issue is undetected, the more complaints it is going to generate.
Consistency across channels is equally imperative. If a social media message is not answered, that customer may resort to calling – now you have two complaints from one customer, which doesn’t look good on the balance sheet.
One More Tip – Though It Probably Sounds Strange
Here is one last piece of advice that may seem counterproductive at first – make it as easy as possible for your customers to provide negative feedback.
There’s no use trying to avoid complaints so you won’t have to deal with them. And yet some websites still try to bury the ‘contact us’ link where it won’t be easily noticed. There are just too many channels available now to try to duck angry consumers. By encouraging feedback, you remove one more frustrating obstacle from the customer’s path, and avoid multiple contacts from the same source.
Ultimately, complaints deliver content that can make your company better. Handling them efficiently is the most effective way to reduce them.
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