Revealing the strategies and results of your peers. The five myths. of complaints management

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1 Revealing the strategies and results of your peers The five myths of complaints management

2 introduction Record levels of complaints - and the growing realisation that efficient complaints management could positively benefit business - are driving complaints management to the top of many organisations' agendas. Indeed, 92% of directors believe their organisation's complaints culture significantly affects the reputation of their company. However, those directly responsible for customer service and complaints management do not always receive the support they need to realise the full possibilities of complaints management. Instead, they are often left with narrow departmental targets - and no way to prove the positive effect they could have on the business. Complaints management software is the key to bringing companies closer to their customers, reversing the distancing effect of call centres, web sites, chat, , forced self-service and mail order. But positive words on this subject are not enough: what is really needed are concrete examples of how other companies have implemented complaints management, explanations of the lessons they have learned, and illustrations of the results they have seen. The five myths of complaints management: ROI from complaints management cannot be confidently predicted ~ Complaints management is purely about meeting regulatory demands ~ One complaints management solution is as good as the next ~ Complaints management is a cost that can only be borne by the largest of organisations ~ Automated complaints management cannot cope with specialised complaints across different media With leading customer-oriented organisations relying on its complaints management expertise, Charter is in a unique position to present these examples from across its client base. This whitepaper is designed to highlight the key areas where, without the right statistics, we have seen many companies make the wrong assumptions - and where our clients' successes tell a very different story. If you would like to receive more details on any of the client stories outlined here, please contact Charter.

3 The Charter system has given us quite a large return on investment, in a number of ways. We actually improved our reclaims by almost 40% in the first year of operating with Charter. mythone Kaye Robertson, Head of Customer Services First Choice Group Return on investment The biggest concern with complaints and feedback management systems, as with most customer relationship based solutions, is their perceived lack of measurable return on investment. It may be possible to predict the efficiency savings gained through automating manual tasks, but other areas often cited as key benefits, such as improved customer satisfaction, are hard to statistically measure. The fact that key benefits are seen as intangible makes it hard to establish a strong business case; what is absent is concrete statistical evidence that proves the business value of an effective feedback management system. McDonald's achieved a five times return on investment in the first year alone, while Hertz created a 2million revenue boost from improved customer retention. These are just two examples of a wealth of statistical testimony that supports Charter's complaints and feedback management system, Charter Continuum. Not only does the feedback Charter has gathered from its own customers provide statistical evidence of the value of its solution, but it also serves to dispel the idea that a measurable ROI cannot be achieved. An improved customer experience will filter through an organisation that practices effective feedback management, stimulating a number of resultant benefits. For example, improved customer loyalty will implicitly lead to improved sales. In order to prove this however, you need mechanisms to capture feedback and information from customers, i.e. an effective feedback management system. A measure of a truly effective system is therefore its ability to justify itself in concrete terms.

4 I think feedback is invaluable, you couldn't put a price on it, if you don't know what your customers are saying about you there's no way you can plan your business. Christine Bremner, Customer Services Manager Argos mythtwo A necessary evil Too often complaints management is considered a necessary evil, an expensive cost which puts strain on resources and is only necessary to ensure compliance. This results in the argument that investing the money in getting processes and products right in the first place would negate the need for a complaints management system. An effective complaints and feedback management system should provide the business with much more than simply a protective mechanism. Most importantly, it should provide management information that is essential in identifying problem areas in the business, allowing informed investment and efficient planning of resource requirements. By capturing and processing feedback in line with strategic reporting requirements, Charter's Continuum solution turns complaints management from a necessary evil into a tool for positive business change. By stimulating feedback a system should also prevent customers quietly switching to a competitor, either providing useful information on their move, or in the best cases identifying a potential defection and resolving it. The AA, for example, improved it s customer retention probability by 200% with Charter's Continuum solution. Money can also be saved through increased process efficiencies, as well as in other areas. Reduced compensation costs, for example, saved Wickes 250,000 in a single year with Charter. In addition, there are the potential costs of noncompliance with various regulations that can be avoided with the correct solution. Of course, these savings should also be matched by enhanced cross-selling opportunities.

5 myththree Narrow functionality The belief that complaints management systems are simply a protective measure leads to reluctance to consider systems which enable benefits wider than the primary function of sheltering the business from legal and compliance issues. The argument goes: we already have a complaints management system and we haven't been fined, so it seems to be working ok and we don't need a more advanced solution. We want to make sure our clients have a fantastic time and hence we use Charter Continuum. We have instant access to diaries, we can , fax, telephone - anything is at the tip of our fingers - it's a great benefit to the business. Natalie Bauman, Tussauds Group IT Project Manager The very best complaints and feedback management systems have a number of advantages over in-house systems and other vendors. We have already discussed the importance of a proven ROI and the ability of a system to turn feedback into valuable management information but there are several key attributes that you should look for: > The system should be easy-to-implement and easyto-understand. As Andrew Standeven, Customer Relations Manager at CIS explains, "With Charter all customer-facing staff are able to see the status of any complaint, past or present, which helps them to improve the interaction with customers, turning the complaints process into a valuable customer retention tool." > It is important to consider the broader functionality of a system and its ability to integrate with other systems. A good benchmark here is the provision of management tools. Systems without their own management rely on integrating with other systems, negatively affecting both functionality and efficiency. The best systems automatically read s and route them to the appropriate agent, saving time and effort and ensuring information gets to where it is needed. > It is still important to bear in mind a system's effectiveness at implementing its primary functions: reducing negative feedback, ensuring legal compliance and improving process efficiency.

6 Charter has made a significant difference for us in that it's raised the profile of Customer Services within our organisation. It was a very, very backward looking service area for us; thanks to statistics delivery we can now really raise the profile. mythfour Darren Shuster, Complaints and System Officer London Borough of Barnet Scale Organisations often don't consider an effective complaints management system because they believe they do not operate on a large enough scale. Take a sample of Charter's customers as an example: McDonald's, The AA, The Cooperative Insurance Society, First Choice, Hertz, Toyota, Harrods, Wickes. These are all large, market leading companies, and it's easy to be deceived that they implement effective complaints management only because their size necessitates it. Charter's customer base represents an impressive list of market leaders. However, they are not investing in Charter simply because they are large companies; their success relies on understanding and satisfying their customers. Their investment in Charter is a reflection of this ethos, but it is also shared by many smaller organisations. "With Charter Continuum, visibility of our customer's thoughts and perceptions has changed our entire approach throughout the business," says Kate Taylor, Marketing Director at Manor Bakeries, explaining the importance of this customer focus. "We can now understand what makes our brands so successful by analysing the customer's experience and following their interaction with the Manor Bakeries product range."

7 We wanted to provide as many methods as possible for our customers to contact us, whilst at the same time ensuring that our response exceeded the standards set by the industry's regulator. Charter Continuum ensures we reach and exceed our targets. mythfive Jill Jones, Customer Relations Manager Thames Water Variety There is a belief that complaints management software is only effective in organisations that get large volumes of fairly standardised feedback. Companies who get a wide variety of inbound communication think that it would not be worth buying an off-the-shelf package. Charter Continuum's customisable features are specifically designed to enable the efficient processing of wide ranging feedback in a way which allows clear and informative management reporting. By individualising the complaint handling process (for example, with editable letter templates and automatic customer history generation) and standardising the complaint outcome (providing one clear view of the business performance), significant advantages can be achieved. For example, Harrods, whose broad product range results in a wide variety of feedback, was able to achieve a 75% increase in productivity in just 12 months. Charter Continuum's management function also becomes particularly effective in organisations dealing with wide varieties of inbound communication. By enabling greater efficiency in both processing and responding to enquiries, Charter can often double the volume each agent can effectively manage.

8 inconclusion This whitepaper provides only a brief overview of how Charter is continuing to change the perception of complaints and feedback management, and delivering significant benefits for our customers along the way. The customer testimonials we have detailed are only the tip of the iceberg. contactus To learn more about the advantages we have delivered and for further information on how to optimise your feedback management processes please contact Helen Cottrell on or by helen.cottrell@charter-uk.com. Charter UK 2 Church Street Walton-on-Thames Surrey United Kingdom KT12 2QS

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