Why and How Customer Complaints matter in Organisational Performance

Do you have your own business? Why is this being asked? Trust me; only a business owner can understand the true flavour about ‘Customer Complaints and Their Importance in running a business.’ Of course, I am not neglecting the fact that many managers, team leaders, and employees will also connect to this issue.

When you have a fresh venture idea on your mind but are unsure about its smooth run, customer feedback, even in the form of complaints, can guarantee you about your product viability.

What are Customer Complaints in reality?

If your customer is unsatisfied with your services, they will complain. They will voice their opinions and expectations. Thanks to the internet-driven world, customers have found a way to have their final say in everything you offer to the market! No matter how much you deny the fact, this daunting truth is forever marked in the minds of professional business owners. So if you are an entrepreneur in innovation and entrepreneurship, you know how to proceed!

Not trying to join the overhyped statement, but customers are indeed powerful in this internet-driven world. When your customers (/or consumers) have a positive experience, they love sharing it with their friends, families, and other connections, further growing your fresh venture ideas. At what cost? — ZERO!

Here’s an article that best reads about the importance of customer surveys for improving organisational performances.

According to the statistics part, 85% of consumers trust online business reviews before making any purchase, whereas 74% check reviews and contact the business for any proposals or partnerships.

Benefits of Customer Complaints

Okay, here it is: A study found out that 34% of your consumers who have used your services and had a bad experience are more likely to comment down on your website review section about it (which is basically ‘Complaining’).

• Addressing Feedback Enhances Credibility

Those customers who’ve had a bad experience with your business are likely to keep it to themselves and stop using your services. While this may be the case, some people comment on their issues and expect a change in your negligence.

Therefore to those who share their concerns — you can respond to them, addressing their issues and assuring a quick resolution. That way, you can build your credibility, which in turn would satisfy your clients and turn them more loyal towards you.

For Example,

“Hello Mike, We feel terrible that your experience with us hasn’t been satisfactory. We would love to turn this issue around for you. Since we do not have your contact information, please write to us at support@xyz.com, and our team will get in touch with you.

Regards, Team XYZ.”

• Improves Employee Performance

Finding the root cause of the complaint raised at your business must be considered the first step you make. If you wish to improve your organisational performance and output, you need to determine what caused your customers to be unhappy. You have your customer service team.

Train them with soft skill training courses to gather the needed confidence while dealing with various customers and their issues.

For example,

“Hi Mike, We’re sorry to hear that you didn’t enjoy your experience. This is by no means acceptable or normal, but our team is empowered to act and make resolutions as required quickly. In the case of refund requests, it usually takes time to review and investigate your case. If there is anything else we can assist you with, favour us with an email or a call at our helpline number.

Regards, Team XYZ.”

• Keeps Unsure Customers

What next? After all, those finding out root causes, apologising and ensuring a full check-up on the whole list of problems brought up by the customers, what’s left? Many businesses surely forget to follow up with their customers once they solve their problems.

Most often, it is also the customers who leave a company because they believe you don’t care for them or that if the problem has happened once, it could happen the next time. Therefore, it is also important you keep sending them follow-up messages or emails to keep them excited and engaged. For which, content is really important.

When you follow up with your customers, they feel special. Sending them personalised messages and notifications gives them a personal feeling, and they tend to stay longer with your organisation.

• Upgrades Products/Services

Remember what I mentioned to you when we introduced each other in this article? Customer complaints can be your golden opportunity! When your customers//clients report to you about their bad experience and problems with your business, you have the key now to find any loopholes in your business strategy planning.

In simple words, you simply no longer need to search for ways or different surveying methods to upgrade your services or products. Customer complaints are a good source of insights into which areas you need to improvise.

Bad reviews are haunting, and they can shatter your dream of establishing a fresh venture idea. But, when you interpret it from the positive side, you know how you can make use of those bad reviews.

• Successful Establishment of Brand Image

Telling a company that their service was bad or unpleasant helps them improve it. Open channels of communication show the caring side of your brand image, which can also lead customers to come back for more business in the future because they trust you already.

When you go the extra mile to address client issues, they are more satisfied and happy with their experience. They’re also likely to share that sentiment around town, which only helps build your reputation even further.

Conclusion

What would you say if I told you that the most important element of your business is its clients? Well, it’s true. And even though at first glance this seems like a negative thing to have as an enemy — think again! With the right approach and business strategy in place, customer complaints can take us to positions and heights never thought possible before. You can’t just have one client. You need to think about how many clients your business will accommodate. If they’re not satisfied with the service, people won’t return, and new ones might avoid working with you.

Expert Mind Solutions is a Malaysian-based company consulting firm that assures every fresh venture idea a promising future. They also have a team of certified business coaches who offer HRDF skills training to professionals seeking to grade their business skills and reach heights.