Deal With Customer Complaints Well; It Does Not Happen

Nearly 90% of dissatisfied customers do not say so, and 75% of them are likely to compete. This is a finding that requires the company to control the process of processing customer complaints.

Implemented methodically, the claims process allows for a mutually beneficial relationship with its clients. Read more about vocational claims management

As the treatment of nonconformists, the processing of the complaints is a process in its own right which must be defined and deployed methodically.

Implementing and mastering this process creates lasting relationships with customers, builds loyalty, and continues to improve business performance.

What the ISO 9001 standard says about claims

The requirements of the ISO 9001: 2008 standard for applications are apparent:

  • 7.2.3 Communication with Customers: “The organization shall identify and implement effective arrangements for communicating with customers about feedback from customers, including their claims”.
  • 8.5.2 Corrective actions: “The organization shall (…) establish a documented procedure to define the requirements for the review of non-conformities (including customer complaints)”.

As the measure of customer satisfaction, the processing of complaints is part of the logic of continuous improvement.

Implementing The Claims Process, Concretely

To ensure that the complaint handling provisions are well understood and respected, the formalization of the process is necessary.

Documenting this process helps to ensure communication and consistency of practices to be followed. To formalize this process, it is necessary to identify the main steps involved in the processing of complaints and to define the implementation procedures and the associated responsibilities.

  1. Support

This is an essential phase of building the future relationship on a sound basis by engaging in meaningful, constructive dialogue with the claimant.

It all starts with the receipt of a claim. At this stage, it is necessary to “recover” and record the application and the associated supporting documents and identify the solution desired by the client. You must also acknowledge receipt of each customer complaint, including those that the company does not find justified. Ideally, the acknowledgment must be in a documented form (fax, mail, mail).

In the mind of the customer, the proper consideration of his claim, through the acknowledgment of receipt triggers the countdown to lead to the resolution of the problem through the solutions sought by the company. It is therefore appropriate to immediately acknowledge each claim.

  1. The treatment

Claims processing starts with an assessment based on criteria such as severity, occurrence, complexity, impact. This first analysis makes it possible to prioritize the resulting treatment.

In a second step and according to the importance of the claim, must be decided of the necessity to undertake: immediate and rapid action; an action with several clients; no response. The expression of the discontent formulated must be analyzed in the general context of the relationship with the customer. We must ask ourselves the following question: is the claim a simple stone in our garden, of an exceptional character or the result of slow degradation of products and services?

Then, it is necessary to evoke, with the claimant, the treatment of the claim in itself. Was he satisfied with the way the company has: taken into account, clarified and clarified the problem; planned and led corrective and improvement actions; mentioned the continuation of the relationship. Lastly, in more extended time frames, during specific meetings or quality meetings, a more detailed analysis must be conducted to understand the causes of claims and to take corrective actions to prevent their reappearance.