Complaints are often seen as a cost of business; a necessary evil to deal with at as low a cost as possible. That's understandable if you only look at them at a surface level. However, Huntswood's Complaints Outlook  research in 2019 found that when handled right, complaints can help your business retain customers longer, develop deeper, more valuable relationships, and generate new customers through advocacy.

So how do you access this value? The real key is by making your customers feel valued. Here are some effective ways that you can show your customers that they mean a lot to your business.

Deal with their complaint quickly

Nothing tells your customer you don't value them more than leaving them waiting for a resolution - especially when it's clear that the only reason their complaint has finally been looked at is because the regulator's imposed timescale is edging closer. That isn't to say customers don't appreciate that a complex case can take time to resolve, they absolutely do. But a relatively simple complaint that hasn't been reviewed, let alone resolved is less understandable.

Show them you know them

Having to start from the beginning every time they speak to the organisation or chase for an update can be deeply frustrating for customers. A single view of the customer enables all front-line staff to see the latest updates and developments of the complaint and helps customers feel like you know who they are and the relationship they have with you. Enabling personalised conversations about the complaint makes customers feel listened to, important and valued.

Show empathy

The power of empathy cannot be underestimated in making customers feel valued. The Complaints Outlook research in 2019 showed that customers did not feel that firms empathised with their situation. Being able to see things from the customer's perspective doesn't always mean agreeing with them, but it does make customers feel heard which is vital to building relationships.

Developing this elusive sense of feeling valued needs to be considered at every stage of the complaints handling process, and Huntswood's next piece of Complaints Outlook research that is currently underway aims to do just that. Each stage of the complaints journey is being explored from emotional, practical and operational perspectives to understand best practices which unlock the hidden value in complaints. To find out more and take part in the research surveys, click here. The research surveys will close at the end of August 2020 with the final report due for publication in January 2021.