The success of a brand in today's intense competitive market depends not only on good products, but also deeply on how strong its relationship with the customer is. Studies have shown that 80% of the customer maintains loyalty to the brand when their complaints are resolved quickly and satisfactorily.
Many people look at the customer's complaint badly, but if they are correctly It can be handled, but it can bring a wonderful opportunity for the brand. In this article we will see how the customer's complaints can be positively turned into a brand value.
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**Customer Complaint: Not the problem, but the possibility terrace**
We often see the customer complaint as a problem, which is actually a misconception. The complaint is an important response from the customer, which is our brand where Indicates where there is weakness or where the opportunity to improve.
When a customer complains, they actually express their expectations for the brand. Each complaint brings an opportunity to improve for the brand. By analyzing these allegations deeply, we can understand the true needs of the customer, identify the inner problems and find ways to improve our work processes. Customer Feedback can identify the defects in the design of the product or the shortage of service, which enhances the acceptance of the brand.
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**Complaint Management: Strategy and Effective Steps**
A precise and well -planned method is essential for effective complaint management. In the absence of this, the attempt to deal with the allegations may be misguided and misinterpreted information. Skilled brands in customer service are a strategic management of complaint management Considering the process as the process. The main steps of effective complaint management are-
1.**Accepting and recognizing complaints**
First, the complainant has to reassure, show a sympathetic attitude, and their complaint should be taken seriously. The allegations should be accepted quickly - the investigation of the incident, details about the next step, and clear communication. Eg, an email to the customer or Reacting within 24 hours by phone call increases their confidence.
2.**Analysis and solutions**
The main reason for the complaint is deeply analyzed and a quick and effective solution should be provided. Each complaint should be viewed as a reflection of the brand of a brand of customer satisfaction and reputation. With the right approach, it is possible to strengthen the position of the brand by using this situation positively. Eg, aIn the case of defective products, immediate replacement or refund arrangement returns the customer's faith.
3.**Response and follow-up**
It is very important to respond to the customer after solving the problem and ensuring their satisfaction. The full complaint process can be reviewed through follow-ups and it is possible to maintain a long-term relationship with the customer. For example, a “satisfactionThe survey is helpful to know the customer's evaluation.
4.**Learning and developing from complaints**
Each complaint should be developed in products, services and internal processes, considering learning as an opportunity to learn. The customer's feedback gives valuable insights, which help to ensure better customer experience in the future. Eg, to improve the packaging of their products on a brand on the basis of the complaint after the customerCan
5.**Internal communication and training**
The complaint management must ensure effective internal communication between staff at each level. At the same time, employees need to be trained regularly on the importance of customer complaints and proper management techniques. This increases the efficiency of the employees and improves the quality of customer service. Sympathetic communication and problem solving skills of regular training personnelIncreases
6.**Documentation and Saving Data**
Each complaint, its analysis, solution and follow-up detailed record should be kept. This information will help solve similar problems in the future and will give important directions for procedural improvement. In addition, it can also protect against potential legal complications. For example, a consumer relationship management (Crm) system is easy to analyze the future when storing this dataAre.
7.**Taking preventive action**
It is important to ensure that similar complaints are not repeated in the future, not just paying attention to the solution to the complaint. Identifying the complaint by analyzing data and making necessary changes in the policy and process, so that the problem can be avoided in the future. For example, additional tests can be introduced to control the quality of the product.
Made brand value from complaint Way to do!
Brand equity is the thought, feelings and attitude that consumers have about your brand, which affects the desire to pay for your product. According to the study, the power of the powerful brand equity customer can increase up to 25%. Below are some effective strategies to create brand value using the complaint correctly:
1.**Brand from customer feedback Create Advocate**
By providing excellent customer services, it is possible to make the complaint quickly and effectively solve and demonstrate gratitude, it is possible to turn unsatisfactory customers into a brand advocate. For example, sending a personalized email to thank the customer after solving a problem increases their loyalty.
2.**Positive Customer Conduct and Relationship Development**:
Customers are the main goal of any brand-building effort Encouraged to buy your product or service. A strong brand inspires customers to verify and buy the product, thereby increasing the rate of obedience and holding the customer. It is especially important in the market like South Asia, where the effect of the mouth is greater.
3.**Enhance the overall brand experience**: Overall customer experience plays an important role in determining the brand value. That Brands provide extraordinary customer services, easy communication and personalized experiences, they succeed in creating a positive and powerful brand image. For example, easy to complain through mobile app improves customer experience.
4.**Maintain Transparency and Responsibility**: Stay Transparent with customers about complaints and show the responsibility of your brand to solve the problem. While Customers find that a brand is honest and ready to confess themselves, then their confidence increases. It highlights the importance of transparency in customer service.
5.**Use the complaint to improve innovation and quality**: Use the information obtained from the customer complaint not only to solve the problem, but also to develop new products or services and improve the quality of the current product. It will message to the customers that their opinion is emphasized.For example, the feature of the new product can be added on the basis of customer advice.
6.**Empowering and Training of Employees**: Give adequate powers and training to the staff in charge of the complaint management so they can solve the customer's problem quickly and effectively. Trained and empowered staff play an important role in enhancing customer satisfaction and protecting the reputation of the brand. RegularTraining personnel are helpful in developing a customer-centric attitude.
**Examples of successful brands**
Below are some real examples of how to create a brand value by using the customer complaint properly:
1. Tesla: Elon Mask has handled the complaint of customers as a CEO. He listens to customers and responds quickly. What distinguishes Tesla from others is to show the unhappiness, the faultThey do not have the tendency to be pressed or unnecessarily delay. For example, after the complaint with the delivery delay in Model 3 in 2017, the mask assured the customers directly on Twitter to resolve it.
2. McDonalds: 'Sum of Us', a global consumer rights organization, made a petition against McDonald's, where they highlight the use of millions of plastic. As a result of this campaign 2018March 28, McDonald's announced that they would stop using plastic straw at UK restaurants. Then in Australia, Ireland and several other countries they started examining paper straw, excluding plastic straw. This proves how a complaint can push a brand to a positive change.
3. Starbucks: Starbucks on their "My Starbucks Idea" platformThrough the customer's views and complaints directly. Customers can give new ideas on this platform and vote on others' ideas. Through this process, Starbucks has introduced many popular products (eg, free WiFi, mobile payment), which comes directly from the consultation of customers. About 1,50,000 Ideas were deposited on this platform from 2008 to 2017.
4. AirBNB: AirBNB--One of the biggest challenges was the lack of confidence among the customers. When some customer property was damaged in 2011, AirbNB responded quickly. They launch a "host guarantee program" to compensate the damaged customers. Through this step they gain the confidence of the customers and prove that they emphasize the safety and satisfaction of the customers.
5. Samsung: 2016 Samsung confronted the situation quickly and transparently after the battery explosion of Galaxy Note 7 in the year. They quickly withdraw the product, investigate details to find the cause and ensure the safety of the customers. Due to this transparency and speedy action, Samsung was able to restore customers' confidence in their brand, which protects their brand value in the long run. 2017 Their next product in the year gives proof of market share recovery at launch.
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The value of the brand increases manifold by not seeing the customer's complaint as a mere problem, but as a chance of possibility and development. The accurate management of the complaint is very important for the brain's propriety and customer loyalty. This proves the promise of a brand to the customer satisfaction, positive ideas about the brand Creates and strengthens the relationship with the customer.
If you want to increase the value of your brand, start by accepting and solving the customer's complaint honestly and effectively. It not only will make your brand long lasting, but will also build a strong faith and position in the customer's heart. Remember, the customer complaint is not only a problem, but a golden opportunity for the brand improvement!
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