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5 Ways Your Business can Find the Root Cause of Complaints

Posted by Randy Clapp on Feb 7, 2019

A contact centre agent smiling on a call with a customer

Are you hearing the same customer complaints over and over again? If you want to offer an unrivalled customer experience, it’s time for your business to find the root cause of customer complaints.

Companies are becoming increasingly customer-centric, putting the needs of their customer first through high-quality customer service that involves customer-agent interaction, self service tools and increased use of technology such as artificial intelligence (AI).

In this rush to constantly improve engagement with their customers, many companies are forgetting one crucial thing - resolving the root cause of a complaint is even better than superior customer service.

Each time a customer contacts your business, or the contact center where you outsource your customer service, they are giving your organization enough information to identify the root cause of their complaint and for you to then go ahead and fix it.

So, why are so many companies failing to identify these root issues? Quite simply, many organizations simply don’t have a plan in place to solve these problems.

Advantage Communications has listed five best practices your business can use to find the root cause of customer complaints:

1 - Analyze interaction data between agents and customers

Recording the interaction between agents and customers has all kinds of uses, from helping your customer service agents learn where they are going wrong to learning more about your audience. Analyzing these interaction can also help you find the root cause of complaints.

By giving this data to supervisors and managers, your organization will be able to identify whether recurring problems are linked to agent performance or if they are a fault with your product or service.

2 - Ensure unusually long conversations are flagged up

By using technology, your organization can set up a strategy that flags up unusually long calls, repeated calls and mentions of specific keywords. This will help you to uncover issues that need looking into, as well as identify calls that need attention.

3 - Address problems instantly with real-time data

Real-time data, through operational intelligence tools, is one of the latest and most innovative technologies being used in customer service, and it can be a fantastic way to spot frequent complaints and find them early.

This is particularly useful for new releases. Let’s say your company has just released something new online, but within just a couple of hours a surge of complaints are coming through to your customer service representatives. Real-time data will be able to flag key words and spot common issues.

By spotting issues as they emerge your organization will be able to fix the problem before even more customers stumble into them.

4 - Sort customer issues into categories

Now you are beginning to uncover the most common complaints that customers are sharing with your organization, it’s time to start sorting these issues into various categories. These categories should include key aspects of your business such as product/service defects, delivery times, marketing communications, and any other touchpoint with your customer.

Once you have categorized each issue, you will be able to organize meetings with the relevant teams and departments to strategically plan how your organization will solve these problems.

5 - Make sure you check every channel

We live in an omnichannel world where customer no longer just call into your customer service team. They can write complaints on Twitter, Facebook, Instagram or report an issue to you through your website’s chatbot.

To keep your customers happy and ensure you can find the root of their issues, make sure you analyse every touchpoint they can have with your company on a frequent and scheduled basis.

Contact Advantage Communications today to learn how you can not only improve your overall customer experience, but also find the root cause of issues through innovative technology and expert customer care.

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Topics: Customer Service Trends




Randy Clapp

Written by Randy Clapp

Randy Clapp has sold over $1 billion in the services industry working with leaders such as Hewlett-Packard, Electronic Data Systems, CompuCom and Avis Rental Car. He received EDS’ Inner Circle Award as one of the company’s top 100 performers, as well as the Top Leader Award with CompuCom. He earned his Bachelor Degree in Business Management and Economics from Northwood University. Randy Clapp attributes his success to: “…showing clients how to make or save money in ways they never thought possible”.

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