Government agencies buy them. Retailers have them. Financial institutions and utility providers get lots ones. In fact most businesses can have received customer complaints in the course of the last year.
While customer complaints is often a headache, when resolved skilfully and properly they can produce loyal customers. And that results in dollars within the months and years ahead.
Understanding the revenue (ROI) from effectively managing customer complaints is one thing that most organizations would choose to explore, but few do. After all, wading through CRM records, emails, customer comments forms, and incident reports is usually time consuming, difficult and dear.
It’s also exactly the start. CRM professionals then should relate this data to your actions the group has taken to remedy the complaints; the strength of these approaches; and exactly how the dollars or effort used on resolving the complaint have changed into value for your company. Trying to combine this fragmented information together across different contexts – within a meaningful way – might be a huge undertaking even for the most skilled CRM professional.
So what is the solution? Some organizations are looking at qualitative research software for your answer.
While many Marketers, Customer Service Directors, and Operations Managers wouldn’t consider themselves to become researchers, not to say qualitative researchers, the writing books say otherwise. If you’re utilizing data this is not numerical – whether it is customer survey responses, field notes, reports or visual material – then qualitative studies being undertaken.
Qualitative research software can assist CRM professionals be aware of the ROI of effectively managing complaints. It helps to deal with, shape and earn sense of unstructured information like emails, feedback forms, and CRM records simply. It’s being a sophisticated filing cabinet for the information, in addition to a search engine to make a sense it, along with a whiteboard to follow your ideas and findings. You can inquire of your data, try out your theories, and build evidence.
So so how exactly does the software try this? Consumer psychologist and Victoria University lecturer Michael Edwardson is utilizing qualitative research software called XSight to comprehend the ROI from effectively managing customer complaints in Australia. His research was commissioned by Australia’s Society of Consumer Affairs Professionals (SOCAP) and involved many of the country’s largest employers, including L’Oreal Paris, Qantas, Nestlé, Coles Myer, Telstra along with the Commonwealth Bank of Australia.