Consumer Complaint handling

SVMTPL New Delhi

White Paper Version 1.0

Contacts: Saikat Ghosh

saikat@teleshoppe.com / +91.98103 03105

Why DO Customers Complain ? (…..and what enterprises can do about it)

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Consumer Complaint handling

SVMTPL New Delhi

White Paper Version 1.0

Contacts: Saikat Ghosh

saikat@teleshoppe.com / +91.98103 03105

Why do customers complain?

Aside from the interesting reading about the bad luck of others—and face it, it's painfully

fascinating stuff—what's the purpose of the complaint post? What are the benefits of complaining,

in general as well as specifically about real estate companies?

Escalation: One possibility is that the blogger is still looking for a resolution of the complaint

after the failure of normal methods. A side effect of company listening is that blogs can become an

alternative channel for customer service, which bloggers now know.

Warning others: It's hard to think of an Indian real estate company that doesn't have similar

examples recently, but in less challenged industries complaint posts can warn others of potential

problems. From the blogger's perspective, it can be a valuable contribution to a community.

Ulterior motives: Some angry customers make an issue of the work done by real estate

companies. We may not question their motives but it does raise the point that some may complain

because of an interest in a competitor.

Craziness: Complaints aren't always rational especially when they are angry. Some people make

a hobby of it and don't necessarily have a valid complaint.

Venting: Sometimes, you just have to let it out at the end of a bad day. An online complaint

provides a public spot for a very visible primal scream.

Consumer Complaint handling

SVMTPL New Delhi

White Paper Version 1.0

Contacts: Saikat Ghosh

saikat@teleshoppe.com / +91.98103 03105

Company response to complaints:

Regardless of motivation, companies need to know what's being written about them and be

prepared to react appropriately. The response should be defined, in part, by an understanding of

the motivation behind the complaint.

Customer satisfaction: If customers are blogging in an attempt to receive service (escalation),

companies need to decide whether and how to respond. Companies in the computer industry are

answering this with formal links between customer service and social media monitoring activities..

Insight: Complainers have been known to have a valid point. Monitoring and analysis of online

discussions can identify issues (or opportunities) that you're not aware of. While you're busy

defending yourself, don't miss the opportunity to extract the insights that are available in both

quantitative and qualitative forms.

Reputation management: After dealing with customer complaints and extracting insights,

what's left is managing the fallout. Online reputation management combines a variety of strategies

aimed at influencing search engine results, online conversations and, generally, opinions in the

company's favor. And ignoring those complaints is not usually the recommended strategy.

A recent research paper says we're in a transitory Age of Discordance, between the Age of Control

and the coming Age of Dialogue. Customers are complaining publicly, because companies are too

hard to reach. Regardless of the motivations behind the complaints, companies would be well

served to pay attention and to respond appropriately.

Consumer Complaint handling

SVMTPL New Delhi

White Paper Version 1.0

Contacts: Saikat Ghosh

saikat@teleshoppe.com / +91.98103 03105

About Teleshoppe:

Teleshoppe runs Contact Centres for India's best companies. A Contact Centre (CC) increases sales

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To see how we can reduce your customer complaints upto 85%, call us at the contacts given above.