How a good complaint handling strategy retains customers

Complaint handling is tough, but someone has to do it. Most of the time, even the customer doesn’t want to be there — they’d much rather spend their time doing something else. Who wouldn’t?

That said, the unpleasant nature of complaint handling means that if you’re able to turn it into a positive situation, it can be a huge win for everyone involved. A resolved complaint will make your representatives more confident in their ability to speak with customers, and the customers will be much happier with their problems solved. 

In this article, we’ll share the main features of a good complaint strategy and discuss how returning customers are a great asset to your business. Read on to learn more about how your teams can handle complaints with a positive attitude, retain customers and continue working with them well into the future.

Features of a good complaint handling strategy

1. Focusing on the customer 

More businesses are beginning to realise the value of a good customer experience, with 88% now making it a top priority. So, if you don’t stay ahead of the curve and focus on your customers’ needs, there’s a good chance you’ll get left behind.

A key part of any customer service interaction is asking questions. Getting to the bottom of the problem is vital when figuring out what’s happened and how you can help. However, it takes well-trained customer service representatives to know what questions to ask. 

In an attempt to avoid reputational or financial damage, it might be tempting for customer service advisors to focus on their company’s needs and forget about the customer in the process. 

Companies without the time or resources to train their customer service teams to a high level should consider outsourcing to a customer interaction specialist such as Sigma Connected. We have the people and expertise necessary to know what questions to ask, add value to an interaction with your customers, and retain your client base in the long term.

2. Showing interest

Being customer-focused is one thing, but actually caring is another. Although most people are capable of being empathetic, you should teach your customer service team how to harness their emotions when interacting with customers professionally.

For example, let’s imagine a customer has an issue with their bank account or credit card. Naturally, they’ll want a customer service agent to care as much as they do about the problem. But if the agent struggles to empathise, it could result in the customer switching to a competitor instead. 

At Sigma Connected, some of our biggest clients are financial service providers, so we understand how urgent financial complaints can be. That’s why our key focus is providing customer services that put people first. Our team is trained to show interest in every customer and make them feel appreciated, which will help enhance your retention rate.

3. Efficiency

66% of adults feel that valuing their time is the most important thing a company can do when it comes to providing a good customer experience. Consequently, you should aim to deliver your services in a reasonable timeframe.

Nevertheless, it is paramount to ensure you have a good balance between speed and quality of service. Rushing through the complaint handling process can harm your customer experience and lead to dissatisfied customers.

A good way to streamline the process and boost efficiency levels is to take an omni-channel approach to customer service. By offering alternative contact options, you can ensure that your team doesn’t have to spend time struggling to communicate with a customer, and can direct more of their energy into solving problems quickly.

How good complaint handling helps retain customers

Over 73% of customers say that an easy resolution to their complaints is the thing that impacts their satisfaction the most. Subsequently, you must ensure your team is well-equipped to handle a range of different problems in a timely and professional manner.

It’s important to remember that a problem solved isn’t necessarily solved well. Even if your team has completed a high number of tickets, they may not be retaining people because they are ignoring the customer experience. In today’s consumer-led environment, businesses simply can’t afford to overlook the power that the customer holds — if they’re not impressed with your services, they’ll cut ties with you.

So, when you’re creating a complaint handling strategy, a good customer experience should definitely be at the top of your priority list. In short, solving problems is important for complaint handling, but solving problems in a way that puts a smile on your customers’ faces is vital for retaining their business. 

Remember to add a human touch

Did you know that 78% of people prefer speaking with a human being when they need assistance? So, make sure you include a team of well-trained advisors within your arsenal — alongside modern technology — to help you retain your customer base more effectively. 

At Sigma Connected, we’re passionate about helping you to enhance your customer services and build lasting relationships with clients. The complaint management services enjoyed by many of our clients utilises highly-trained staff who can provide a personalised, emphatic yet effective resolution. As a result, we can simultaneously resolve customers’ problems rapidly and represent your company to a high standard.

Better complaint handling with Sigma Connected

If your customer service team struggles with complaint resolution, or you want to improve your complaint handling strategy, look no further than Sigma Connected. We provide customer service solutions for various industries and have considerable experience in complaint handling. 
If you’re interested in our services or have any questions about what we can do for you, get in touch with us.


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