The best customer relationship management system doesn’t just help you manage customer relationships through lead management and sales tracking. It can also help you take a proactive approach to customer complaint management. But how exactly can CRM software help you with complaints management? Read this article to get the answers!
What Is Complaints Management?
Complaint management, as the word suggests, is the management of complaints. A complaint is when a customer or a client isn’t happy with the products or services and decides to make a complaint either verbally or in written format.
For instance, if you walk into a retail store and the person behind the counter is rude for no reason, what will you do? You might decide to make a complaint about the person’s behaviour, or you could choose to take your business elsewhere.
Either way, companies need to have a system in place to handle the complaints and make sure that the customer is satisfied with the outcome.
That is, in short, the definition of complaints management. Next up are the different types of client or customer complaints businesses usually deal with.
Types Of Complaints
There are four main types of complaints that companies usually deal with. It includes the following;
- Product-related Complaints: This is when a customer complains about a product either because it doesn’t work as expected or because they just don’t like it.
- Service-related Complaints: Here, the complaint is related to the service provided by the company, such as customer service, delivery times, etc.
- Process-related Complaints: This is when the process of ordering or using a product or service has been difficult due to technical issues or other problems.
- Corporate Issues: This could include anything from corporate policies to how the company deals with privacy and data protection.
Businesses deal with other types of complaints too, but the four mentioned above are the most common. Now that we know what complaints management is and its different types, it’s time to mention the key elements that are needed to effectively manage complaints.
What Are The Key Elements Involved In The Process Of Managing Complaints?
A complaints management process should have certain elements to ensure that the complaints are addressed in a timely manner and adequately resolved. Here are the key elements that should be included in the process:
A customer complaint policy:
This document outlines the company’s policy on customer complaints and how they should be addressed.
A standard procedure to follow:
Every company should have a standard procedure in place for handling customer complaints. This involves laying out the steps that need to be taken and who is responsible for them.
A set of responsibilities:
It is essential to assign the right people to handle customer complaints. The team that’s responsible for dealing with customer complaints should be well-trained and have a good understanding of the company’s policies and procedures.
A clear communication channel:
It is important to ensure that there is a clear and reliable communication channel between the customer and the company. This could be through email, phone, or even social media.
A system to track, measure and report complaints:
Companies should have a system in place to track and report customer complaints. This can be done on this CRM system from Leadtrekker, which provides a comprehensive system to capture, monitor and send tasks.
The elements in a complaint management process are integrated into an overall framework.
What Is A Complaints Management Framework?
This framework displays how businesses receive, respond and resolve customer complaints. It is a structured and comprehensive system that helps ensure that all complaints are handled in a consistent and efficient manner.
Every business, large or small, will have a different complaint management framework because the nature of their business, customer base and policies vary. But the basic components are essentially the same.
Here’s an overview of what makes up a complaints management framework:
Complaints intake system:
This is how customers can submit their complaints to your company. It could be in the form of a website, email, telephone line or even a mobile app.
Complaints investigation system:
This is how you investigate the complaint and decide what action needs to be taken. It includes collecting evidence, assessing the information and analysing the issue from different angles.
Resolution process:
This is where you move towards resolving the complaint by providing remedies or compensations for customers.
Evaluation system:
Finally, a system should be put in place to evaluate the effectiveness of your complaints management process.
Now that you understand what makes up a complaints management framework, let’s look at how CRM software can help streamline the process.
How Can A CRM Software Help With Complaints Management?
What Is A CRM Software?
Customer relationship management software is a comprehensive tool that helps manage customer interactions, track sales and marketing leads, and store customer data in one place. It automates the process of entering interactions such as emails, phone calls, meetings and other day-to-day activities.
“Why use a CRM for complaints management?” is a question that probably comes to your mind right about now. If you’re looking for a simple answer, read on!
How A CRM Software Can Help With Complaints Management
One of the elements discussed in the complaints management process and framework was that you need a system to take in all the complaints, track them, and measure them. This is where a CRM system can help businesses out.
Here are all the ways CRM software can help with complaints management:
1. Unified Database:
CRM software allows you to store all client or customer information in one place, making it easier for you to access the necessary data when dealing with a complaint. You will be able to quickly lookup records and find out what the customer’s past history is, saving time and energy.
2. Automation:
CRM software can automate certain tasks associated with complaints management that usually take up a lot of time. This includes assigning complaints to the designated department, sending automated notifications to customers when their complaint has been received, and automatically tracking customer feedback on resolutions.
3. Reporting:
Using the data gathered from customer interactions and complaint resolution, you will be able to generate reports easily. This helps you get a better view of the customer’s experience and how it can be improved.
4. Analyse Trends:
CRM software allows businesses to analyse trends in customer complaints. This data can then be used to identify any potential issues or problems that may arise in the future, which will help businesses to be proactive in tackling them.
5. Cross-team Communication:
CRM software allows for cross-team communication so that all departments involved in the complaints management process can collaborate and work together on resolving the complaint efficiently. This also makes it easier to access any information or documents needed when dealing with a customer’s complaint.
As you can see, a business can really benefit from a customer relationship management system when it comes to managing customer complaints effectively. Not only does it help streamline the process, but it also allows for deeper insights into customer behaviour and can increase customer satisfaction. A CRM system is a valuable tool that should not be overlooked in order to ensure successful complaint management.
Effectively Manage Your Customer Complaints From Now On!
Don’t let complaints get you down. It’s time to take control of your complaint management process and start providing customers with the best service possible! For a 30-day free trial on CRM software in South Africa, get in touch with Leadtrekker today!
Frequently Asked Questions (FAQs)
1. How Do You Keep Track Of Customer Complaints?
Every business has its own way of tracking customer complaints. However, the most efficient and effective way to do this is by using a type of software that automates, tracks, measures, and reports on customer complaints.
2. What Are The Benefits Of Using A CRM System For Complaint Management?
Some of the benefits of using a CRM system for complaint management include improved accuracy and visibility, increased efficiency, improved customer service and satisfaction, better data analysis and reporting, as well as greater compliance with regulatory requirements.
3. What Should Be Included In A Complaint Management System?
A complaint management system should include features such as an automated workflow process that ensures complaints are handled quickly and efficiently; tracking issues and monitoring progress; automated alerts for upcoming deadlines; secure storage of all customer information; and reporting capabilities.
