I was introduced to The Customer Rage Study: An Independent Study Of Customer Complaint-Handling Experiences a few years ago by Mary Murcott at Dialog Direct, one of EPIC Connections’ partners.
It’s amazing the billions of dollars at risk by businesses for ineffective processes in handling customer complaints. In 2015, MOST complainants are still DISSATISFIED with how companies are handling their customer complaints. 63% of complainants felt that they got NOTHING as a result of complaining, even though most of the remedies for lowering that percentage were at minimal or no cost to the business. For instance, 81% of complainants wanted “An assurance that their problem would not be repeated,” of which 15% reported receiving. And, complainant satisfaction almost doubled from 37% to 73%, when non-monetary remedies (e.g., an apology or assurances the problem would not be repeated) were added to monetary relief.
According to the study, the problem is that companies are doing all the right things but the wrong way (e.g.: toll-free numbers with complicated automated response menus; not giving customer care agents adequate empowerment; understaffing so that complainants can’t get through to agents in a timely manner; etc.).
As you review the comparison below between what complainants wanted to get, and what they actually received, you will notice that more than half are remedies contact center executives can address with a focus on workforce performance and process improvements, especially in the areas of training and coaching.
Even though companies have substantially increased their spending on handling customer complaints (billions of dollars annually on call centers, enhanced remedies, expanded Internet access, etc.), complainant satisfaction in 2015 is lower than in the 1970s. The fact is MOST complainants are dissatisfied with how their problems are being handled.
To read the entire study, Click Here.
To learn more about how EPIC Connections has assisted companies with benchmarking and best practices in workforce performance and process improvements, Click Here.