What Is a Complaint Management System?

According to The Microsoft 2017 State of Global Customer Service survey, 77 percent of Americans feel more positive about brands that encourage customer feedback. Approximately 96 percent rank customer service as the top driver in brand loyalty. As a business owner, it's your responsibility to measure customer satisfaction and take the steps needed to provide exceptional experiences. Consider using a complaint management system to streamline and improve customer service.

TL;DR (Too Long; Didn't Read)

A complaint management system is a software program that allows companies to address customers' inquiries, deliver consistent support and manage complaints in a timely manner. In general, these applications are offered as part of customer relationship management software packages.

Why Tracking Customer Complaints Matters

Customer service departments were uncommon a few decades ago. Today, they are an integral part of business success. In this digital age, customers have more options than ever before. If a brand fails to meet their expectations, they will go somewhere else.

In 2017, more than half of buyers reported having higher expectations from customer service departments than they did one year ago. A staggering 56 percent of buyers have switched brands following a poor customer service experience. Whether you're a small company or a corporation, customer well-being should be your priority. This factor can make or break your business.

Poor service is the main reason that consumers stop doing business with a brand. By improving this aspect, you can prevent customer churn and increase retention rates. With an automated complaints process system in place, you'll find it easier to manage and address customer complaints in a timely manner. Think of it as the next step to becoming a customer-centric organization.

What Is Complaint Management?

Gone are the days when customer service reps were taking notes by hand or saving customers' complaints and questions in Microsoft Word. Businesses nowadays use automated complaint processing software to streamline customer service management and solve complex issues in a prompt, professional manner. These programs allow companies to provide consistent support across channels, from email and live chat to social media.

The primary goal of complaint management is to improve customer service. Companies across all sectors are now using automated software to address complaints related to financial services, online purchases, long waiting times and more. Some types of customer complaints, such as those encountered in hospitals and other medical facilities, can result in serious safety issues and need to be addressed immediately. Failure to do so can lead to hefty fines or even lawsuits.

In a broad sense, complaint management is the process by which companies handle customers' complaints. If managed effectively, complaints can help your business grow and improve its operations. You'll gain a better understanding of your clients, collect data and feedback, increase customer loyalty and strengthen your brand. This approach also allows you to identify recurring problems and address small issues before they escalate.

Why Use Complaint Management Software

Several types of complaint management software programs exist, and each has distinctive features. Some are offered as part of customer relationship management systems, keeping all customer data in a centralized location. Freshdesk, for example, allows companies to easily track interactions with potential and existing clients. Users can manage support tickets, set deadlines for ticket response, convert emails into tickets and live chat with customers.

Another popular option for tracking customer complaints is Jira Service Desk. It features a user-friendly help center that your team can use to manage customer interactions, collect customer satisfaction feedback, assign tickets to the right departments and more. Depending on your industry and business needs, you may also try Bitrix24, Salesforce, Wix Answers and other software programs.

No matter how great your products, you can't please everyone. Customer complaints are a normal part of any business. Think of them as valuable insights about your audience and its needs. Use them to gather feedback on areas that need improvement and position yourself as a customer-centric organization.

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About the Author

Andra Picincu is a digital marketing consultant with over 10 years of experience. She works closely with small businesses and large organizations alike to help them grow and increase brand awareness. She holds a BA in Marketing and International Business and a BA in Psychology. Over the past decade, she has turned her passion for marketing and writing into a successful business with an international audience. Current and former clients include The HOTH, Bisnode Sverige, Nutracelle, CLICK - The Coffee Lover's Protein Drink, InstaCuppa, Marketgoo, GoHarvey, Internet Brands, and more. In her daily life, Ms. Picincu provides digital marketing consulting and copywriting services. Her goal is to help businesses understand and reach their target audience in new, creative ways.