Learning Unit3UNIT STANDARD NUMBER : 377401LEVEL ON THE NQF : 3CREDITS : 10FIELD : Business, Commerce and Management StudiesSUB FIELD : Marketing

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Handle a range of customer complaints in a Contact Centre and BPO

PURPOSE:

Learners credited with this unit standard are able to apply knowledge and skills associated with handling complaints of customers in a contact centre and PBO. Learners will be equipped with skills on how to receive and record complaints and resolve complaints to meet customer's needs and expectations. The learner will be able to handle customer complaints according to organisational requirements and to the standard required. On completion of this unit standard learners will be able to:

Establish customer's complaints. Record customer's complaints. Determine resolutions of the complaint. Escalate to relevant authority within the organisation. Initiate follow-up actions.

LEARNING ASSUMED TO BE IN PLACE:

It is assumed that learners are competent in:

Communication at NQF Level 2.

Mathematical Literacy at NQF Level 2.

Computer Literacy at NQF Level 2.

SESSION 1Establish customer's complaints.

Learning Outcomes The customer is identified in line with organisational requirements. Questioning and active listening are used to establish the customer's details and

nature of the complaint. The circumstances and causes of the complaint are established using questioning and

active listening skills. The complaints, circumstances and details of the complaint are summarised and

documented according to company regulations and requirements. Expressions of empathy are used to allay customer's possible fears and frustrations. Procedures for handling customer complaints are explained in terms of organisational

requirements. Methods for handling and resolving customer complaints and/or issues are described

to ensure customer satisfaction according to legal, organisational and individual basis. Methods for ensuring customer retention are explained in terms of organisational

requirements.

The customer is identified in line with organisational requirements.A customer (sometimes known as a client, buyer, or purchaser) is the recipient of a good, service, product, or idea, obtained from a seller, vendor, or supplier for a monetary or other valuable consideration. Customers are generally categorized into two types:

An intermediate customer or trade customer (more informally: "the trade") who is a dealer that purchases goods for re-sale.

An ultimate customer who does not in turn re-sell the things bought but either passes them to the consumer or actually is the consumer.

A customer may or may not also be a consumer, but the two notions are distinct, even though the terms are commonly confused. A customer purchases goods; a consumer uses them. An ultimate customer may be a consumer as well, but just as equally may have purchased items for someone else to consume. An intermediate customer is not a consumer at all. The situation is somewhat complicated in that ultimate customers of so-called industrial goods and services (who are entities such as government bodies, manufacturers, and educational and medical institutions) either themselves use up the goods and services that they buy, or incorporate them into other finished products, and so are technically consumers, too. However, they are rarely called that, but are rather called industrial customers or business-to-business customers. Similarly, customers who buy services rather than goods are rarely called consumers.

Questioning and active listening are used to establish the customer's details and nature of the complaint.Skilful questioning and active listeningSkilful questioning is really the key to successful appraisal discussions. But what does skilful questioning look like? Well, the funnel technique gives us a useful visual reference for thinking about questioning skills.

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At the mouth of the funnel we begin with an ‘open’ question. This question is intended to give the appraisee the widest possible scope for responding. Sometimes it may be necessary to repeat or rephrase this question to give the appraisee more thinking time and further opportunities to raise information. Working down the narrowing body of the funnel we use a series of probing questions to draw out further specific information and help complete the picture. Closed questions then have their place to draw out, check or confirm specific pieces of information, or to get the appraisee to commit on a point more precisely. This then brings us to the bottom of the funnel where we clarify, using a short summary, what we have got out of the discussion, aiming to check our understanding of the main points. The question sequence might go something like this:

‘Tell me how you went about…?’ (open) ‘How did you prepare?’ (open – secondary) ‘What was your starting point?’ (probe) ‘So, what happened next?’ (probe) ‘Who else was involved?’ (probe) ‘And how did they respond?’ (probe) ‘What were your thoughts at that stage?’ (probe) ‘What were the main outcomes?’ (probe) ‘So, that took a total of six weeks?’ (closed – clarifying) ‘Was it your idea or someone else’s?’ (closed – clarifying) ‘And the patient made a full recovery?’ (closed – clarifying) ‘So, let me see if I’ve followed you…’ (checking – summary)

Running along the side of the funnel, from top to bottom we have the word ‘listen’. There is, after all, no point asking a question if you don’t listen to the response. But for a whole host of reasons it can be very challenging to stay focused and really listen to someone, particularly in a more formal discussion such as an appraisal. For one thing, it can be tempting to think ahead to what your next question is going to be. Often the problem is that we don’t listen,

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instead we wait to speak. The solution to this takes the form of what is termed ‘active listening’ and we can use the acronym LISTEN to gain some useful guidance on this.

Active listening is all about showing a response to what is being said. Eye contact, nodding, small facial expressions and the occasional echoing of words are all examples of active listening. And the more it looks like you’re listening, the more you will be listening. So, listening requires effort combined with a real and honest desire to understand.

The circumstances and causes of the complaint are established using questioning and active listening skills.In situations where customer complaints occur, the complaint must be dealt with immediately and the cause of the complaint rectified. Some companies are not concerned with quality and often ignore complaints or deal with them dishonestly. Seeking customer satisfaction benefits a company in the long run.Questions you may have include:

How should a business deal with a customer complaint? How do non-quality companies deal with complaints? What are the benefits of satisfying complaints?

Why is it important to understand the underlying causes of customer complaints?As a business owner, you have to work hard to build your client base, and it is vital to manage complaints in order to avoid losing hard-earned customers. In addition to managing complaints, it's important to understand their root causes. John Goodman, president of Technical Assistance Research Programs, claims that unless you identify the underlying causes of customer complaints, you won't be able to correct themIdentifying DefectsCustomer complaints may be rooted in product defects. A cafe owner, for example, might receive complaints about his coffee. If he looks further, he may find that the coffee has been

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stored too long and has lost its flavor. By identifying this defect, the owner can correct the problem easily and avoid further complaints. If he fails to identify the cause behind the complaint, product defects are likely to remain and spur additional complaints.

The complaints, circumstances and details of the complaint are summarised and documented according to company regulations and requirements.Document and Track ComplaintsIt is important to document and track complaints. There are formal complaint tracking systems that can help you keep track of complaints. Document: Date, time, description of complaint, employees involved, what customer wanted, what was given to the customer, was the issue resolved, follow-up with customer at a later time. It is always important to check with a customer after the fact to ensure that their issue was resolved to their expectations.Why should you document a complaint?The most important reason to document a complaint is that already mentioned: regulatory agencies, courts, and ombudspersons need evidence in order to sort out the reality of a situation. (That's why we have trials - so that the judge or jury can figure out who's telling the truth.) If you can prove the substance of your complaint, or at least show that all the evidence points in the direction you're suggesting, you've gone a long way toward getting something done about it.There are other compelling reasons to provide careful documentation for any complaint, however. Among them are:

1. It establishes you as a credible witness. In other words, it shows you're telling the truth.

2. It establishes that you were concerned enough to pay attention to and record the details of the situation.

3. It may determine whether or not your complaint is taken seriously.4. Having the proper documentation may make a difference as to whether or not

the complaint can be acted on by a regulator or court. A regulatory body or judge may not have the authority to act without a certain piece or a certain minimum of information. There may be an inspection requirement (in the case of a consumer complaint, for example). It's vital to know what's needed and to make sure you have it.

5. Having the proper documentation may make a difference as to how the complaint is acted upon. Careful documentation, for instance, could determine whether or not the law was violated, to what extent, and if there were extenuating circumstances. All of these could make a big difference in the outcome of your complaint.

6. Proper documentation can protect you against libel or slander charges if you make public accusations. You can't lose a libel or slander suit - and may be able to dismiss one - if you can prove that you're telling the truth. 

Libel and slander are the legal terms for damaging someone's reputation by publicly making untrue statements about her. The difference between the two is that libel refers to written statements, and slander to those that are only spoken.

7. In most cases, proof of your complaint automatically gives you the moral advantage.

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Expressions of empathy are used to allay customer's possible fears and frustrationsHow to use empathy with customer serviceCustomer service representatives are a company's first line of dealing with customer problems, complaints and discontent. It can be difficult to help customers who are lost in emotions and seemingly unable to get reprieve. According to Kristin Robertson of KR Consulting, "empathy absorbs emotion," helping get customers into a state of negotiation rather than complaints. Implementing empathy training and helping customer service teams mitigate dissatisfied customer anger helps retain consumers, creating a win-win situation.Step 1Learn to listen actively to customers when they are speaking. Pay specific attention to the details as to why customers are angry. Often a customer may be angry at the lack of attention of a previous associate--this may be a bigger problem that actually having an issue with the product or service.Step 2Apologize to the customer and relate that you understand why they are upset. A simple phrase such as, "I'd be upset too if that happened to me," is often all that you need to convey to customers that you are on their side.Step 3Express a sincere desire to help. "Let me see what I can do," or "we'll get things straightened out for your," are simple ways to let the customer know you will do what you can to resolve the issue.Step 4Be polite even when the customer isn't. Getting riled up by a customer who is out of line only fuels the customer's dissatisfaction. Keep your tone pleasant and allow the customer the ability to vent at times while you refocus the conversation to a solution.Step 5Ask the customer for input, such as a solution he would be satisfied with. Customers don't always expect the moon and will be loyal to companies that express a willingness to right any wrongs that may have been done. Finding out what the customer expects may help you exceed their expectations or negotiate a middle ground.

Procedures for handling customer complaints are explained in terms of organisational requirements. Procedures for handling ComplaintsOnce you have set up a complaint handling system, the following procedure may help you respond to a customer who is making a complaint about goods and/or services received:

Identify yourself, listen (or read carefully), take details, find out what the complainant wants;

Confirm with the customer the details you have taken; Empathize with the customer and be courteous; Avoid laying blame or being defensive; Assess the responsibility of your business in respect of the customer's complaint;

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If a resolution to the complaint is not immediately possible, make a commitment to do something realistic and achievable about resolving it, even if someone else will eventually handle the complaint;

Avoid creating false expectations; Ask if the complainant is satisfied with the action taken or proposed in respect of the

process and the redress. If the complainant is not satisfied, give advice about available alternatives;

Provide an acknowledgment of contacts by letter or phone as appropriate, taking care to record your responses;

Identify problems, if necessary, within your business, and address those that require remedy; and

Follow up, monitor and provide feedback to each party involved in the complaint.

Methods for handling and resolving customer complaints and/or issues are described to ensure customer satisfaction according to legal, organisational and individual basis.Ten tips for dealing with customer complaintsDealing with customer complaints effectively can improve customer retention and help your company gain a reputation for providing good service. Our panel of experts shares their top tips to ensure complaints don’t turn into disasters.1. Acknowledge their anger and apologiseWhilst you are listening to them, make a note (mentally or written down) of the main points of their grievance. Once they are finished, thank them for their comments, acknowledge their anger and apologise.When you are being shouted at, it’s easy to feel that they are blaming you personally. It’s extremely rare that this is the case.But you are representing your company and an apology for the experience they’ve had whilst using your company, should not be seen as you holding your hands up and claiming the fault as all your own! The power of the word, “sorry” is immense. An apology early in the conversation is often the key to managing the call without having to escalate it.2. Reassure the customerUse the notes you made whilst listening to demonstrate that you have a secure grasp on the problem by giving them a précis of what they have just told you. Mirror some of their (less colourful!) language, keep your tone measured and calm and ask a closed question at the end to check you have a full understanding.By now, the customer should at least be ready to let you help them. Assure them that is exactly what you’re going to do and explain the realistic options you have available to you. If the customer wants something that simply is not possible, apologise, give reasons why this is not an available option and then tell them what you can do for them.3. ActFinally, once you have explained what you are going to do to resolve the customer’s problem, do it. Follow it through and ensure that what you promised is delivered. Hopefully, by this point, you will have a happy customer who will return to your company, not to mention a happy agent whose days are a little less stressful!4. Make it easy to speak to a live agent

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Communicate the ease and accessibility of reaching live agents in channels of the customer’s choosing, and prepare and empower your employees to provide first-contact resolution. Most customers who say it is hard to deal with a company said it was because their issue was not resolved the first time they contacted them for service.Self-service certainly has its time and place, but when issues are complex or frustrating, customers want (and demand) access to live agents. In fact, preference for live web chat has grown in the last year.5. Aggressively promote the fact that you want feedbackYou want to know when you get it wrong. And, make it easy for customers to contact you and get immediate access to empowered and empathetic agents. If customers can’t find a convenient way to give feedback, they may just defect to another company without saying a word.6. Use proactive communicationLet the customer know about an issue first and connect them to an agent.  Almost all customers say it is appropriate for a company they do business with to proactively contact them. However, companies must be sensitive to the reasons and channels they employ, as the vast majority of customers are not open to anything and everything.You only get one chance, so don’t burn the bridge by not providing the best agent and technology-based experiences your customers want and expect.7. Empathize with the customerThe first thing you need to think about when dealing with complaints is how you would feel if you were the one making the complaint. Empathy and understanding are paramount to giving good customer service whether it is in sales, customer service or customer complaints departments.Allow the customer to vent their feelings and then remind them that you are here to help them and will do everything in your power to resolve the issue. This gives them the feeling that you see them as more than just a number on a system and can act to calm the customer down especially if it is a difficult or challenging situation.The fact that you are offering to help them goes a long way to calming them down initially and if you can minimise passing them from department to department this will also help them to remain calm and listen to any options you put forward.Base the discussions with the customer on facts, don’t let emotion drive the conversation.8. Make sure you act on social mediaSocial media is becoming the vehicle of choice for customers, frustrated by poor customer service.  But these complaints can be amplified very loudly – particularly on Twitter.Start by listening to the social media channels.  Once you understand what is being said it is time to intervene.  This can also be by social media – particularly to try and find out a customer’s phone number – but would probably be better if it is by a proactive follow up call.  If this is done in a timely fashion it can go a long way to diffuse any frustration the customer is feeling.9. A complaint is an opportunity for the business to learn and growAs a business, every complaint should be treated as serious and the customer with a small ‘expression of dissatisfaction’ should be given the same courtesy as someone whose complaint is huge.Remember to be a ‘goodwill’ company. Be thankful that your customer is voicing their problem, but realise that they may still use your competition the next time they need your

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product or service. You may not gain their future loyalty, but use the situation they bring up to minimise it happening again.10. Act on the new knowledge you haveOne of the most important factors in complaint handling is to demonstrate that the company has acknowledged the complaint for the future. Don’t stop at telling them that feedback such as theirs helps you to grow as a company – make it feel real by telling them how you will be raising this issue with the customer services manager so that (where possible) this is 1) resolved 2) not repeated with other customers.  Finally, after the complaint has been dealt with and is coming to a close, advise them that you hope that this recent situation hasn’t adversely affected their long term relationship with you as a company. Reiterate that you hope the compensation you are offering may go some way to restoring their faith in the company / product or service.

Methods for ensuring customer retention are explained in terms of organisational requirements. Customer retentionCustomer retention is the activity that a selling organization undertakes in order to reduce customer defections. Successful customer retention starts with the first contact an organization has with a customer and continues throughout the entire lifetime of a relationship. A company’s ability to attract and retain new customers, is not only related to its product or services, but strongly related to the way it services its existing customers and the reputation it creates within and across the marketplace.Customer retention is more than giving the customer what they expect, it’s about exceeding their expectations so that they become loyal advocates for your brand. Creating customer loyalty puts ‘customer value rather than maximizing profits and shareholder value at the center of business strategy’.

7 Tips for Outstanding Customer RetentionCustomer service is more than a worthwhile investment, so:1. Pay Attention To Complaints And ComplimentsUse customer complaints to bring about new ideas and ways to improve your product or service. Use the same approach for customer compliments too, using compliments as a point of reinforcement for what your company is already doing right.2. Just Ask Them!There isn’t a simpler method of retaining customers then just asking customers what exactly is it they seek from your business and how they want it given to them. Whether you ask them via a printed survey, an online survey, over the phone, in person, or via email, it is crucial that you just ask them. You’d be surprised at the detailed response you’ll receive, sometimes saving you the trouble of spending extra on expensive market research.Consider conducting a focus group with your customers. With a customer focus group, you have the opportunity to tap into their collective needs and wants and reward them for their time with discounts on their next purchase, or anything that will demonstrate your sincere appreciation.3. Up Your Service With A Loyalty ProgramLoyalty programs used efficaciously by businesses such as the airlines industry are extremely effective for outstanding customer retention. Starbucks is another company that

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ties customer service in with a loyalty program that keeps its customers coming back for more. A variation of a loyalty program can be in the form of offering specialty discounts for customers in your database sent via email.4. Service With A SmileNot every business owner believes that “the customer is always right,” or that the “the customer is king” and they’re quite right to believe so. But, in situations where customers are distraught and tend to seek attention through emotional outbursts, it pays to keep calm and take control of the situation by appeasing the customer with a smile and doing everything possible to pander to the customer’s frustrations.It may seem over the top, but this approach will reflect positively on your business and an end-result will be outstanding customer retention.

5. Be a Solution ProviderCustomers are a savvy lot and they can usually sense a sales pitch approaching miles away. Though they love buying, customers hate to be sold to. Instead, adopt the approach of being a solution provider, showing that you sincerely care about their needs.Lend a listening ear to your customers and let them know that you’re not after their wallets, but instead collaborating with them to help get what they want in a way that will benefit both parties. This approach works almost all the time and is the secret sauce for high customer retention.6. Be a Value ProviderCompanies are always harping about providing value to customers, but very few of them actually understand what it means. Providing value to customers simply means giving first and receiving second. Giving first could be as easy as offering a free email newsletter filled with juicy tips that other companies would have charged a premium for. It’s a great way of differentiating yourself from your competitors and at the same time, providing great value for free to your customers.7. Keep Your Service MemorableCustomers usually become fans of your business when they remember something remarkable you did for them. This usually happens when customers have a problem with something they bought from you and need to be fixed. The easier you make it for them to get it fixed and solve their problems, the more satisfied customers become. It could even be as simple as providing human support within three rings of a customer calling instead of sending them to voicemail and a maze of phone menus.These seven customer service tips are some of the easiest ways to impress and retain your customers, often for life. But, don’t take my word for it. Put it into practice and you can determine for yourself, if your customer service is working by the number of repeat buyers appearing in your database.

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SESSION 2Record customer's complaints.

Learning Outcomes The nature and circumstances of the complaint are recorded in accordance with

organisational requirements. The reasons for clearly marking each complaint are explained in accordance to

organisational requirements.

Record customer's complaintsAssessmentAll details are to be entered into the Resolve database at the earliest instance, regardless of how the feedback is received. Customer feedback and complaints lodged through the internet are recorded directly in Resolve.The customer feedback/complaint is assessed to determine the appropriate course of action. At the assessment level it may be appropriate to provide the customer with the relevant information and close the file.

Populating ResolveThe following details will be recorded in Resolve:

customer’s name and contact details the issue type (complaint, compliment, query, suggestion, other) how the feedback/complaint was received (email, fax, in person, internet, letter,

telephone, other) the feedback/complaint priority (1 = Urgent attention, 2 = Serious, 3 = Less serious)

Why record customer complaints?It clearly demonstrates that measures are in place to monitor your food safety hazard system even though written records are not necessarily a legal requirement.What type of complaint should I record?It is suggested you log all complaints relating to food you have sold, in particular, those involving:

Physical contamination - hair, glass, metal etc. Chemical contamination - cleaning materials, pesticides etc. Bacterial contamination - food poisoning, souring etc. Food sold outside of it’s date code.

You may also decide to log complaints relating to customer service or the premises themselves - don’t be afraid to learn from how others see your service.Who should document complaints?As should be obvious by now, anyone who wants to file or register a complaint should document it. If you think there's a problem, you need evidence to convince others that that's the case. There are some people, however, whose documentation may be particularly important.

Experts in the field.  If you're worried about practices or possible leakage at a local nuclear power plant, for instance, having a nuclear engineer help you document the

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situation may be more effective than doing it alone. He may see things that you wouldn't have thought to look for, or understand why a particular procedure is important to your complaint.

People on the inside. Whistleblowers or others who are willing to document practices or actions within the entity you're complaining about may have access to information you'd never have found otherwise.

People directly affected by the issue. Those who have been harmed, endangered, or otherwise negatively affected by the subject of the complaint, should be documenting every detail of their experience. Those details may eventually supply the most convincing support for the complaint.

Community leaders or other respected individuals. Your documentation can take on added strength and credibility if some of it comes from people in the community whom everyone knows and looks up to.

Please see below and follow the easy to use step by step guide.

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In SummaryFiling a complaint will not necessarily bring action unless you can back it up with facts. That means you may have to document not only the facts of the complaint, but the consequences of the action or policy you're complaining about, who's responsible, whether or not the consequence was intentional, and your own standing to complain.In addition to providing the proof you need to get your complaint resolved, properly documenting a complaint increases your own credibility as well. It can increase the ability of a regulator or court to act, establish intention, protect you from charges of libel or slander, and give you a moral advantage.Although anyone can - and should - document a complaint, documentation from experts in the field, people affected by the consequences of the action or policy in question, people on the inside of the entity at fault, or respected community figures may be especially powerful. And although complaints should always be documented, it's particularly important to

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document them when you're preparing for a regulatory or court hearing; when you're advocating for or against a particular piece of legislation or policy; when you're trying to gain organizational change; when you're accusing an entity of wrongdoing; when you suspect consumer (or other) fraud; or when you're in danger of a libel or slander suit.Your documentation needs to be appropriate to the entity you're complaining to. Regulatory bodies, entities who are targets of the complaint, the press, and the public at large may each respond to different kinds and levels of documentation. You have to know what's necessary and be prepared to provide it.

Actually amassing documentation for a complaint includes a number of elements: Anticipate the need for documentation. Do the background research, so that you know your subject well. Get the basic facts. Describe clearly what the complaint is about. Detail exactly what happened in as many instances as possible. Document conversations. Document the effects of each incident, and/or of the long-term pattern of events. Provide actual proof of what you claim - photos, documents, first-hand testimony, etc. Be prepared to present your documentation convincingly.

If you can do all this, you have a very good chance of seeing your complaint acted on and resolved.

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SESSION 3Determine resolutions of the complaint.

Learning Outcomes Possible resolutions to the complaint are determined in line with organisational work

policies and procedures. Options to resolve the complaints are weighed up in terms of their application. The solution is applied to the customer's complaint within the agreed timeframe. The resolution is agreed with the customer in accordance with organisational

requirements. Details of resolution are recorded and escalated to the person and/or authority within

the organisation in accordance with organisational requirements. A partnership is established between other stakeholders and the organisation, which

enhances the solution of the customer's complaint.

Determine resolutions of the complaintA customer complaints resolution process is a formal procedure to log, investigate, and resolve any customer dissatisfaction or problems. The aim of such a process is to turn around a dissatisfied customer into a satisfied one.To provide excellent services and products there is a need to assess the information obtained from customer complaints. Although most people do not like complaints, this information provides invaluable insight into customers' requirements, opinions, and viewpoints. The information obtained from a complaint can be used to more effectively manage customer interactions, adapt products and services, and modify or better control a specific process. Customer complaint information needs to be used to reach an effective solution for the complaining customer but also to improve processes and products/services to prevent the same grievance from arising with future customers.Establishing a Customer Complaint Resolution ProcessManagement finds out about customer dissatisfaction through two mechanisms: Voice and Exit. “Voice” represents complaints … the voice of the customer. “Exit” occurs when the customer stops buying or using the services. All of us have exited at one time or another, for example, if you’ve changed your doctor, telephone carrier, or plumber due to poor service. Service providers employ all sorts of strategies to avoid customer turnover. Smart organizations know that it is not enough to have the lowest price or the best technology – there always seems to be a competitor who can do it better or cheaper. There are no guarantees, but one of the best customer retention strategies is to provide superior customer service. And that means listening to your customers. How well do you listen and respond to complaints from your customers? We all aim to be customer focused ... we claim to be customer focused ... but we need to become MORE CUSTOMER FOCUSED. Although listening and responding is necessary, it’s not good enough. Too often, a response is reactionary and you can easily find yourself reacting over and over again to the same complaint (sometimes this is called “firefighting”). We need to listen and PROACT. That means listening to the voice of the customer and making process improvements based on that feedback so that the same complaints don’t recur.

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A complaint is any measure of dissatisfaction with your product or service, even if it’s unfair, untrue, or painful to hear! Complaints may be about:

Service Content, Delivery or Quality Personnel Requests Communication Response Time Documentation Billing Follow Up

To increase the visibility of complaints, you should: Listen to the Customer - Complaints don’t always identify themselves. Someone who is requesting the same information for the 5th time isn’t asking for information anymore … it’s a complaint! Solicit Complaints - Everyone in the organization should collect and report complaints. All this input should funnel to one place where your objective is to build a valid database of complaints. Most of us are accustomed to environments in which receiving customer complaints is considered negative – an interruption to doing business. But in the Customer Complaint Resolution Process, the more complaints you log, the better! This is one of the biggest cultural issues for organizations to overcome. Record Complaints - Create complaint categories that make sense for your organization. For example, data that tells you that you had 123 complaints about adoptions last month tells you nothing. The 123 complaints need to be broken down into categories so that you can get to a root cause analysis.If you only respond to complaints without correcting the root cause, you’re spinning your wheels and you’ll find yourself fighting fires instead of putting them out for good. You can identify root cause if you collect, categorize, and analyze complaints. As a result, process improvements will be complaint-driven and thus should be high-priority. This is a customer complaint resolution process that anyone can implement:

Focus on the Customer If you can’t immediately solve the problem, respond to the customer and identify an “owner” who will be responsible for final resolution. Complete the communications loop with customer. If you’ve referred the complaint to others, make sure there’s closure. If you’ve left the customer hanging without a response, you’ve become part of the problem.

Focus on the Complaint Collect all complaints from all external customers and categorize them in a way that allows you to analyze data to see trends, patterns, concentrations, tendencies, etc.

Focus on Process Improvement Use the database of complaints to define processes that are important from the customer’s perspective and to improve the most critical ones. Based on analysis of the database, make appropriate investments to prevent issues that result in customer complaints. Look for permanent improvements to response time, cycle time, internal processes related to the complaints, and complaint frequency.

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If you can think of complaints as useful data for making process improvements in your organization, you will go a long way towards making changes that will differentiate you and make your work life easier, more fun, and more responsive to customer needs.ResolveIn every customer service situation you will ultimately come to a point of what you can and cannot do to address the issue. Most situations will be able to be addressed and the customer issue resolved to their satisfaction. Unfortunately, from time-to-time, there will be issues which simply cannot be resolved. Whether it is because the customers is requesting something that is outside of your stated policies on such matters or are simply being unreasonable in their requests. For these customers you must understand that despite your best reasonable efforts to offer a reasonable resolution they are unwilling to join you in reality and, accordingly, although our aim is always to please the customer if that which the customer demands cannot be satisfied you must maintain your best offered solution and no more.WritingUltimately, when all is said and done and a resolution has or has not been reached always take the time to memorialize the same in writing. If, as in most cases, the matter is resolved to the customer’s satisfaction, you will want to send the customer a brief follow-up email confirming that the issue has now been resolved and the specific resolution involved. In those unfortunate times when a solution cannot be reached, you want to send an email clearly memorializing what transpired such that should the issue ever come back you can quickly review the email and be versed in the same as needed.LearnAbove all, use customer complaints as a manner to learn about potential flaws in your systems. Maintain a manner of tracking customer complaints and the resolution thereof such that, over time, trends or specific issues may be identified to the point that if you see one or more specific situations occurring with any frequency systems can be amended or put into place to address the same in the future before they become future complaints.

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SESSION 4Communicate with stakeholders.

Learning Outcomes Internal parties are notified of the complaint and its circumstances and causes. Immediate superior is notified of the customer's complaint for further direction and

action. Contact is maintained with stakeholders to agree on the solution. The customer is communicated with regarding the outcome and progress of the

solution.

Communicate with stakeholdersWays to Communicate with Your StakeholdersThe most important element in stakeholder communications is identifying the target audience. Be deliberate and seek out input from all known groups to find the unknown groups. It can be tough when too late in the project a critical person or group is identified that has not received any of the communication through course of project and has valuable links that need to be addressed. So make sure you avoid this scenario and take all the steps early to create a document with all stakeholders you need to manage communication with. Once you have that the ways below can help you keep communication active, frequent and ongoing collaboration so there is strong support for you project.Formal Methods for Communicating– If they don’t exist already, create them. Make occasions when info should be presented.

1. Meetings – One of the most common ways to communicate. They can vary from only 1 person to thousands based on message and audience appropriate. It is up to you to maximize every minute of the time spent to have dialogue. Make sure it is a dialogue and not a monologue. It is the best way as you have the verbal and non verbal cues that enhance the communication and avoid misinterpretation.

2. Conference Calls– These days this is the most common as it does not require the time and expense of travel. The dialogue can take place though its dependant on voice intonation and clarity of the verbal message. They only require cost of phone call and there are many paid and free services that will facilitate use of a conference call line for many people to dial into. Its also a common way for classes to be recorded and replayed when its convenient for you.

3. Newsletters/ Email/ Posters – This strategy is one way communication and utilizes emailed updates, hard copy brochures, posters, newsletters mailed or emailed. One of the weaknesses is that messages are delivered and you cannot guage if they were read and understood, deleted as sometimes there is no feedback. That immediate feedback is valuable for strengthening your message and making sure impacts and feedback are quickly received.

Informal Methods – It is important to not only rely on formal channels but to utilize informal communication as well. The impromptu channels are often more information rich and critical for relationship building.

4. Hallway Conversations, Bathroom conversations – These meetings are great for one on one communication, but also be clear and do not establish false expectations with casual comments dropped.

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5. Lunch Meetings, Drink at the bar after work – These casual environments can be great for connecting, getting feedback, ideas, and work to build support

6. Sporting events – tennis, golf, etc are an easy forum to get the input on what support exists, feedback on ideas, brainstorming to strengthen your communication and build stakeholder support

7. Voice mail – this is often underutilized since email is so common but still shown to be more often listened to than an email will be read. By using voice intonation for excitement, urgency, etc it can be more compelling. This can be a solo voice mail, a voice mail broadcast to large team or you could pursue use of automated calling to get the word out depending on the size of audience

Stakeholders play a critical role in successful change. Among other things they are approvers, contribute to solution development, remove obstacles, provide a vital link between the change and the business, offer the business perspective, and are advocates and influencers. Stakeholders play a fundamental role in enabling the change.Stakeholder engagement and communication is a normal component of change initiative, but it’s not always done most effectively. In my work I hear a lot of feedback from stakeholders about how to improve communication. There are two things that stand out from their feedback:

1. Inconsistency in communication. Basically if you say you are going to keep them updated, and then do so. In fact go one step further and agree with them upfront how often they want to be updated, and through what channels. Then there’s no misunderstanding.

2. Not being listened to. This happens when the updating is more to tick a box than to get feedback or engage them in the conversation. Always keep the lines open both ways for feedback, and don’t leave their engagement so late that they have no opportunity to contribute because the solution has already been agreed. Don’t pretend to want their feedback and then do nothing with it. And equally frustrating for them, don’t forget that when you take their feedback, you need to let them know how it was used.  Close that feedback loop.

Keeping your stakeholders informed and engaged takes work. The consequences of not doing this effectively feed through to project sustainability and returns.

How to Improve Stakeholder CommunicationAn executive cannot afford to stutter in front of the press, fail to answer sensitive questions and create a perception of a cover-up. Poor stakeholder communication can derail projects and damage an entire company. Stakeholders are any "group or individual who can affect, or is affected by, the achievement of a corporation's purpose," according to the International Development Research Center. Improve communication, reputation, management and success by engaging and winning the trust of stakeholders through open dialogue.

1. Identify the most important stakeholders: your customers, investors, suppliers, employees and members of your community. Find out their importance and influence, what networks they belong to, if they wear multiple hats and what the relationships between the groups are by conducting market research.

2. Create an open door policy to discover information and facilitate sharing. Invite comments and questions, send out surveys or hold focus groups to determine their needs and define the issues that matter most to them. Gather and update contact information on your stakeholders, too.

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3. Interact with stakeholders using appropriate communication channels. If they have a preference for email, use email to contact them. Train key spokespeople on how to deal with the media when answering questions on sensitive issues. Be prepared.

4. Address stakeholder needs and issues in your communications to them. Respond thoughtfully and honestly. Acknowledge significant problems, clarify and interpret any issues that may arise to reduce potential conflict.

5. Provide a consistent message that "constantly refers to corporate ethics and values," according to PR-inside. Reinforce your reputation and your brand in the minds of stakeholders through this messaging.

6. Benchmark best practices as a business strategy for communication improvement. Study what the best in the industry are doing to communicate with their stakeholders by looking at corporate websites, news stories, and research articles. See what your competitors are doing, too.

7. Establish an internal benchmark against which successful stakeholder communication will be measured such as creating an event that is attended by a specific number stakeholders. Plan future stakeholder communications using these benchmarks as a control mechanism.

Use SMART goals in the communications plan: specific, measurable, attainable, results-oriented and timely.

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SESSION 5Initiate follow-up actions.

Learning Outcomes The reasons for initiating action in order to improve workplace processes and

performance are explained. Follow-up actions are described in accordance with organisational requirements. Follow-up actions are recorded in accordance with organisational requirements.

Effective Follow-Up for Customer ComplaintsWe've all heard the adage, "The customer is always right." However, customers do sometimes make complaints that are not fully justified. As a business owner, you have a responsibility to your employees as well as to your customers. The most effective way to follow up on a customer complaint is to get as accurate idea as you can as to why the customer is dissatisfied, and then address the issue respectfully with both the customer and with your staff.

1. Listening to the CustomerEven if a customer does not complain directly to you, it will be useful to you, as the manager or business owner, to hear from the customer directly about the problem. Call or email the customer, express your concern, and encourage the customer to repeat what she said when she initially made the complaint. Listen to the customer's tone and description of the incident and try to get a sense of her credibility by comparing her impressions to your own assessment of your company's products and services. Express concern regardless of whether or not you believe your company is at fault, but do not overtly acknowledge wrongdoing unless it is clear to you that their complaint is legitimate. Tell the customer you will look into the matter and get back to her.

2. Dealing with the Incident InternallyIf the customer complaint involves an interaction between that customer and one of your employees, ask the employee if he recalls the incident. If he remembers it, ask for his impressions. If you believe that the customer complained without due cause, let the employee know about the complaint, but don't take it any further. If you believe the customer complaint was justified, speak to the employee about what you would like him to do differently next time.If the complaint involved a product rather than an employee, evaluate the item in question to determine whether it met company standards for quality. If it did not, look for ways to correct the problem in the future.

3. Taking Responsibility ExternallyWhen you make your follow-up call to the customer, tell her as respectfully and honestly as you can about the results of your inquiry. Ask her what your company can do to correct the matter and, if her request is reasonable, do what she asks. Offer her a free product or a refund, if appropriate. If the incident has resulted in property damage, such as if a member of your wait staff spilled coffee on a customer's dress, offer to compensate the customer for the expenses she may have incurred as well.

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Contact the customer to check satisfactionYou may think that a complaint has been resolved once your customer has agreed on a resolution. This may not be the case!It is essential to make sure that the customer is satisfied with the way the resolution was both reached and implemented. Further problems may arise while the agreed action is being carried out, or the customer may just want to express a final opinion. The best way to find out is to make a follow-up call to the customer. This call can also make the difference between a customer returning to Bushland Blooms in the future or shopping elsewhere.The information you gain from a follow-up call helps Bushland Blooms with the constant improvement of its services.Before contacting the customer, it is important that you: bullet point.

Re-familiarise yourself with the complaint, bullet point. Re-familiarise yourself with any agreed resolutions, bullet point. Consider the types of question you could ask.

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