BSBCUS501: Managing Quality Customer Service: Complaint Techniques

This presentation focuses on techniques and approaches for effectively handling customer complaints. It explores the importance of customer satisfaction, highlighting how loyal customers build repeat purchases and positive word-of-mouth. The presentation outlines the 6 pillars of customer service, including attitude, interest, action, verbal language, body language, and tone of voice. It then details strategies for dealing with customer complaints professionally, such as staying calm, listening well, acknowledging the problem, getting the facts, offering solutions, and following up. The conclusion emphasizes the need for a streamlined complaint management system to ensure quick and effective issue resolution, ultimately retaining customers and improving business outcomes. The presentation references Cambra-Fierro and Iguacel Melero-Polo's research on complaint handling and customer engagement.

Assessment 2:Part
3
Submitted by:

Introduction
• In this presentation discussion will be made on techniques
and approaches that can be applied while dealing with
customer complaints. A detailed presentation will be
illustrated on various kind of techniques and tactics that
can be employed to deal effectively with difficult
customers or situation of complaints so as to support
customers concerns and give them with needed assistance
to resolve their concerns.

Importance of Customer service
satisfaction
• Customer satisfaction is important for business as loyal customers builds repeat purchase and more potential sales
• Satisfied customers helps to communicate positive word of mouth publicity thus bringing in more potential customers
• Strong customer satisfaction will bring loyalty and help in customer retention
• Good customer service builds positive customer confidence and trust in business product/service offerings
• Effective customer satisfaction also improves brand reputation and perception in market as well as in industry
• Good customer service satisfaction can be USP (Unique Selling Proposition) against rivals to drive competitive
advantage.
• High customer service satisfaction helps to boost value addition for customers and gives them value for their money.
• Satisfied customers also boost brand awareness
• Good customer service lowers problems as customers are aware they can voice complaints and that their concerns
would be dealt with appropriately so customers feel comfortable which appeals their thoughts and buying intentions

6 pillars of customer services
• Attitude: this involves giving customers with appropriate solution and customer service agents being solution
driven in nature. The representative should demonstrate positive energy to help customers with his problems
using efficacious ways to influence things
• Interest: customer service representatives should be 100% customer oriented and should communicate to
customers how significant are they and valuable to create their interest in customer services
• Action: the representatives should allow customers take ownership during customer service process so that
actions can create WOW customer experiences
• Verbal Language: customer service representative should demonstrate competent communication skills and
should be attentive towards positive verbal language while dealing with customers so as to build positive
experiences and reduce negative perceptions or misunderstandings.
• Body language: customer service representative should demonstrate positive body language as poor body
language often undermines positive messages.
• Tone of Voice: the customer representative should demonstrate a positive tone of voice that can reflect capability
to persuade, influence, empathize and engage the customers so as to build positive customer service satisfaction.

Ways to deal with customer
complaints
The strategies that can be used to handle customer complaints in a professional manner
includes:
• Staying calm: the customer service representative should understand and realize that
whenever a customer rises a concern or complaint the issue involved is not personal and
not intended to attack the representative directly so representative should be in calm state
of mind and should demonstrate control in confrontation in a professional manner.
(Cambra-Fierro, Jesus and Iguacel Melero-Polo 2017)
• Listening well: the customer service representative need to listen to customers and should
not interrupt because whenever a customer gets frustrated and sees the other person not
reacting he gets automatically calmed down. This is important while handling complaints
to bring customer in calm state of mind so that they can listen to solution or anything that
is being said by the customer service representative related to the issue raised.

Contd..
• Acknowledging the problem: the customer service representative should
make customer know that they are hearing them and should admit any
mistake done either by them or on behalf of company. While if there is any
misunderstanding then it should be clearly explained to customer but
respecting his perceptions and feelings about the condition.
• Getting the facts: the customer representative after listening to customer
should take initiative in interaction to ask questions to interpret clearly the
problem and the situation. The representatives need to use conversation as an
opportunity to be genuine and should refrain from scripted replies so as to
build trust and relationship with customer and deal with complaints in more
detailed way as possible.

Contd…
• Offering the solution: the customer representative after getting enough details on
problem or situation should then address the concern by keeping in mind company
guidelines and should be providing only those solutions that can be maintained and
committed. During this the representative should be courteous and respectful to
customer and should allow customer to take ownership of issue even if it is out of
control. This will help to make customer understand what will be done to solve his
problem and this will help to satisfy his needs and offer him with effective solution.
• Follow-up: after the solution is provided a follow up call need to be done to customer
a few days later to ensure everything is fine and such gestures help to address
complaints effectively. Also as apologies gestures like small gift or free upgrade on
future purchase can be given to customer which helps to build positive impression
and word of mouth or recommendation in future by the customer.

Conclusion
• Thus it can be concluded that as customer complaints are inescapable
irrespective of how streamlined is business so they need to be handled with
great attention and care so as to effectively solve their issues with proper
acknowledgement and by giving value to their suggestions. Hence, an
effective system to address complaints need to be developed to ensure that
the process is not time consuming and is quick to solve issues easily with
proper complaint management and support. This will help to deal effectively
with unhappy customers and would help to retain them for business further.

References
• Cambra-Fierro, Jesus and Iguacel Melero-Polo, Complaint-
handling as antecedent of customer engagement: Do
consumer characteristics matter? (2017) Marketing
Intelligence & Planning <
https://search.proquest.com/docview/1868932776?account
id=30552
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