Effective Complaint Management

Every good marketer knows that it costs 5 to 10 times more to acquire a new customer than it does to keep a current customer. As a result, all companies need to learn how to apply a Zero Attrition Strategy as the foundation for customer-focused marketing programs.

Keeping customers loyal to your product, your service and your organization will be critical to your future marketing success, as having a loyal customer base can be one of your most competitive advantages. The place to start is understanding why customers leave and how you can take steps to improve your customer retention ratio through more effective management and handling of customer complaints.

This two-day course will cover a wide range of interlinked points on how to develop a customer complaint resolution strategy. Each participant will develop a customer retention strategy for one of his or her own key customers or clients as part of the course work. The retention strategy plan will include specific action steps they can implement to help ensure that lessons learned are immediately actioned and practiced upon completion of the course.

Learning Objectives

  • Identifying factors required for service quality
  • Understanding how to implement the 6Cs of quality customer service
  • Developing individual action plans to meet bank and business unit service strategies
  • Being prepared to recover from errors and mistakes and keep customers from moving to competitors
  • Measuring service improvements and customer complaint handling

Effective Complaint Management

Seminar Outline

Service in a Competitive Environment

  • Why do customers leave?
  • Changing nature of the economy & your business
  • Changing customer expectations
  • Importance of customer focus
  • What is good service
  • Who defines good service?
  • Characteristics of Quality Service Organizations

Importance of Customer Retention

  • Why do customers leave?
  • Impact of Ineffective Customer Service
  • Counting the costs of lost customers on business growth and financial goals
  • Additional impact of customer attrition
  • Bottom line benefits from customer retention

Defining Service Quality

  • 5 Dimensions of Service Quality
  • 10 Key Lessons for Better Customer Service
  • 6 Cs of Quality Customer Service?[Competence, Concerned, Caring, Customized, Consistency, Commitment]

Changing Customer Values

  • 7 areas where customer values are changing
  • Identifying areas of opportunity for each changing customer value

Perception Points/Points of Interaction

  • 4 Dimensions of perception and customer points of interaction
  • Understanding your organisation’s perceptions
  • Understanding your customers? perceptions
  • Understanding your suppliers’ perceptions

Handling Customer Complaints Effectively

  • Complaints will happen!
  • Different modes of complaints
  • Using the AGREEMENT system
  • Handling informal complaints
  • Handling formal complaints
  • Moving complaints up the management hierarchy
  • Keys to effective communications with customers
  • Keys to effective communications with staff

Handling Conflict Situations

  • Maintaining professionalism in difficult circumstances
  • Providing support to your staff
  • Never write in anger or haste
  • Process for conflict resolution

Preventing Customer Complaints

  • Customers come in all types
  • Understanding customer personalities, behaviors, and communication styles
  • Understanding customer expectations
  • Customer-friendly policies
  • Customer-friendly procedures
  • Comprehensive feedback & information sharing systems
  • Kaizen continuous improvement

Service Recovery and Customer Retention

  • Trigger Points and Hot Buttons
  • Steps to Service Recovery
  • Turning service opportunities into sales

Measuring Service Improvements

  • It is not just about service recovery success
  • Tracking customer expectations/preferences
  • Delivering against customer expectations
  • Delivering against commitments and promises
  • Formal and informal measurement systems

Crafting a Service Culture

  • Which organizations have good service reputations? Why?
  • What is a service culture?
  • Factors for Service Quality
  • Communication & Buy-in
  • Standards and Measurements

Summary and Wrap-Up

  • Review of Individual Action Plans
  • Implementing Action Plans Upon Re-entry to Work
  • Course Evaluation
  • Close