 Complaints
+ Compliments = Good Communication
Some
companies track a monthly ‘complaints and compliments
ratio’ for each branch, store, department, country
or station. This approach has a fundamental flaw. Here’s
why:
A complaints and compliments ratio encourages staff
to actively avoid or suppress written complaints from
customers. After all, every written complaint will impact
the ratio to their disadvantage.
For example, if your station gets 3 compliments and
0 complaints, and my station has 6 compliments and 3
complaints, whose station has a better ratio? Yours
has, of course.
But which station is gathering more written feedback
from customers? Which station is harnessing more input,
suggestions, responses and reactions for detailed review?
Mine!
I agree that staff should do whatever they can to satisfy
customers right away, but they should also encourage customers to write down and submit their comments quickly
and easily.
This real-time ‘voice of the customer’ feedback
should be circulated widely within the organization
and carefully studied by all departments. Such direct
input can provide valuable insights and better understanding
of current, and changing, customer expectations.
When comments filtered through managers replace direct
commentary written by customers, subtle nuances may
be lost. Don’t let this happen to you.
Instead of a complaints and compliments ratio, try using
a ‘comments from customers ratio’. With
this approach, gathering bountiful customer input is
more important – and rewarded – than suppressing
customer complaints.
Key Learning Point
Written feedback
from customers is priceless. It gives you unvarnished
input you can study, circulate and discuss. Instead of
penalizing your staff for complaints, praise them for
actively seeking input and ideas from the folks who know
you best - your customers.
Action Steps
Design a small,
attractive Customer Comment Card that is simple and easy
to use. On one side print `Thank you for letting us know'
with a blank area for their comments. On the other side,
provide space for your customer's name and contact information
(optional).
Place the cards where customers will easily
find them: on counters, in packaging, etc. Give cards
to all staff members and encourage them to seek out customers'
comments.
Track the volume of written input over time.
Run a contest to increase the flow. Set a standard for
the minimum number of customer comments each month.
Next Article in Customer Service Contact >>
The Customer's Tastebuds Are Always Right
First Article in Customer Service Culture >>
Top Ten Tips To Build a Superior Service Culture
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