How to optimize complaint management and improve customer loyalty

Every company, big or small, has to deal with the complaints of customers from time to time. It is a known fact that customers who submitted a complaint and are satisfied with the way the company or organization has handled it, are on average more loyal than customers who didn't complain at all. As we see it, this fact implies that complaints should be considered as chances and treated as such. This is exactly what MetrixLab's Customer Complaint Research (COMPLAIN©) does for you: It helps you turn your complaint management into an asset.

Outline

COMPLAIN© not only allows you to benefit optimally from the information provided by your complaining customers, butl also renders positive feelings to customers who experience being taken seriously. As a result, you contribute in more than one way to the loyalty of your customers. By means of online research methods and sufficient attention from your organisation with respect to follow-up contact, after-care and even revisions of decisions from time to time, you invest in a solid complaint management programme that will leave you with an increase in customer satisfaction and loyalty.

Methodology and setup

By applying an online survey using the layout of your company, respondents will be invited to participate in our COMPLAIN© research. MetrixLab will approach your customers within a short period of time after you indicate your customers' complaints have been handled and you have closed their case. This approach maximizes the response rate and assures the quality of the data. To ensure optimal results, we recommend this process take place on a continual basis (every week or every two weeks) for a longer period of time. With COMPLAIN©, we are able to retrieve the main instances of dissatisfaction among your customers.

Customers who, at any point in the survey, indicate that they are not satisfied with the way your organization handled their complaint, are immediately asked if they are willing to participate in a small survey again after a few weeks. In this way, your organization will be given the chance to look at these complaints again and act on them. The second survey creates added value by mapping the entire process of complaint management.

Your benefits

COMPLAIN© enables you to get the most out of your complaint management, leading to a substantial increase in customer satisfaction and loyalty. MetrixLab offers you

• a setup that really integrates research in your day-to-day operations in a simple and highly effective manner.
• meaningful insights into your customer-complaint management and how to improve it.
• an increase in customer satisfaction and loyalty through actionable recommendations, embedding lessons in your organization.

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