Laurie has more than 20 years of experience in marketing strategy and lately is marketing director at Bizagi.
Most of us have had this moment of general frustration: call a company to file a complaint, transfer it and disconnect it, and then you must start the entire procedure again. This random manipulation is ironic, since the commitment of each and every visitor presents a great opportunity, whether the visitor is satisfied or not.
To further complicate matters, many sectors face complex compliance needs (and serious penalties) for handling visitor court cases well, not to mention that a mishandled complaint amounts to a loss of revenue.
Taken together, the opportunity and threat of visitor court cases is a major challenge for organizations to communicate, comply, and interact effectively. And in those dubious times when operations have been fundamentally disrupted across all sectors, visitor interactions are more vital than ever. Fortunately, there are techniques and technologies that can minimize threats, long-term court cases, and focus on opportunities.
Complaints compliance
While court cases are vital for all organizations, proper and effective grievance control is a key factor in highly regulated sectors such as government, fitness or monetary services. Since the control of any complaint is, by definition, a procedure, it means that other court cases must be subject to other procedural channels in accordance with the governing regulatory requirements.
Most importantly, it also means that the organization will have to recognize each consumer as a member of a specific elegance and, most importantly, be able to determine and demonstrate compliance. For example, the confidentiality needs of the European Union (EU) GDPR greatly extend this challenge, as all organisations now face express needs when the whistleblower is a resident of an EU country.
In short, organizations want to identify a desire for compliance, identify the trace of the applicable process, identify consistency in the control of those regulated complaints, and be in place to determine and report on overall compliance.
The one with the reconquest
For many organizations, consumer contact issues are relatively rare, making every interaction valuable. These commitments provide two harsh realities: an opportunity to impress or disappoint. From this perspective, even a complaint is not a bad thing: the consumer has taken the time to interact proactively and (in general) has expressed a willingness to have their considerations or disorders resolved. In short, they ask to be surprised (and, in fact, they are already disappointed, which means there is no place to pass unless you are upstairs). Since existing consumers are almost the most productive source of profit expansion for a company, the ability to satisfy an unsatisfied visitor is vital to overall success.
Although the express strategy or offer for this recovery varies by organization, an underlying requirement is a comprehensive and holistic view of the report at that time. What did they buy? Who did they contact? What’s your history with the company? What other products or did you buy? Given all this, what can satisfy them in the future?
This holistic vision can only come from what is called the contextualization of knowledge, which is to have all the applicable knowledge in the right position at the right time, giving an organization (and individual employees) the ability to respond appropriately. This, in turn, can only occur if the systems are connected.
Shape recognition
Connected systems can also report major problems. While court cases may come from a series of unfortunate events, they can also be part of a broader pattern. An organization’s ability to recognize and respond to this style can be very helpful in discovering its ability in long-term court cases. If this style indicates a defective product, problematic employees, regional nuances, etc., the fact is that there may be a basic cause underlying many visitor problems.
The popularity of the model gives organizations several opportunities. First, they can directly address the root cause, such as correcting a product defect or educating an employee more. If the root cause cannot be corrected (or if this correction takes time), sales, marketing, and organizations can be armed with the data and data needed to save or mitigate court cases in the future.
Better management
Surprisingly, organizations looking to improve complaint control deserve to focus on both back-end processes and systems as well as front-line employees. While staff really want the right training, equipment, and data, it’s the underlying business processes that have an effect on success.
Needless to say, as a component of an effective claims management technique, organizations want trade regulations (how claims are handled) and knowledge (contextual data surrounding a composted claim and a customer). However, the challenge for top organizations is to put those regulations and knowledge into effect. For regulations, this means consistent execution and enforcement. For knowledge, this means taking it out of systems and silos so you can tell decisions.
There are two technologies in this regard: automation and AI. Since, as discussed above, complaint control is an effective procedural control, it is unsused that procedural automation plays a major component in ensuring consistency and connectivity. Take the compliance factor discussed above: Process automation can reveal applicable knowledge indicating a regulated problem, constantly address and advance the complaint in accordance with those regulations, and account for successful compliance.
Similarly, automation’s ability to orchestrate disparate personnel, systems, and knowledge can contribute to the good fortune of recovery projects by providing the knowledge and data needed to impress a disgruntled visitor right now.
Artificial intelligence necessarily puts this automated control of court cases on steroids. Artificial intelligence includes predictive analytics, shape recognition, device learning, and other features needed to recognize and mitigate disorders as they arise. This can be as undeniable as presenting a “best next offer” or a “most likely solution” based on similar purchases or older models, thus positioning the visitor’s representative for a successful resolution. Or it can be as basic as detecting knowledge patterns or trends to resolve disorders before they lead to court cases.
Organizations seeking control of complaints deserve to turn to their peers with the best visitor satisfaction scores. Don’t think for a moment that these organizations don’t get complaints. Instead, they treat each complaint as an opportunity, an opportunity they take seriously, employing all the resources to astonish and delight the visitor.
The Forbes Communications Council is a network that can only be invited to heads of public relations, media strategy and advertising agencies. Am I eligible?
Laurie has more than 20 years of experience in marketing strategy and lately is marketing director at Bizagi. Read Laurie Ehrbar’s full control profile here.
Laurie has more than 20 years of experience in marketing strategy and lately is marketing director at Bizagi. Read Laurie Ehrbar’s full control profile here.