No matter whether we are in good or bad economic times, consumers overwhelmingly choose to do business with companies that are customer-centric rather than lowest cost. In the end, customer satisfaction is just not achieved by fielding orders, billing inquiries, and opening new accounts but by resolving issues and complaints efficiently and effectively. The link in the PDF/Presentation is not working due to some changes in the website. Please refer to the new link http://bit.ly/hfWj2s

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Three ways to handle customer complaints in a call center
By Jim Ziaja
I was out shopping at a mall recently when I realized my wallet wasn’t on me. The most important item i n it was my debit
card so I called my bank’s customer helpline to block my account. Two unattended calls later, I visualized ecstatic thieves
gorging on filet mignon and red wine courtesy of my debit card. It took two hours before I got in touch with my ba nk’s
customer helpline.
I have now switched to a more customer-focused bank.
No matter whether we are in good or bad economic times, consumers overwhelmingly choose to do business with
companies that are customer-centric rather than lowest cost. In the end, customer satisfaction is just not achieved by
fielding orders, billing inquiries, and opening new accounts but by resolving issues and complaints efficiently and
effectively.
So how should a call center managers and reps handle complaints effectively?
Adopt a collaborative approach: Recent research by a college in Oregon established a connection between customer
satisfaction and the conflict-handling styles of call center representatives. Customer satisfaction ratings go up when reps
use an assertive and cooperative approach when sorting out a problem. And research by Goetzmann and Moumtzidis has
revealed that an increase in customer satisfaction through effective problem solving can boost annual revenues by three
to six to six percent.
Invest time and energy to please the customer: A study by New Jersey-based Strativity Group has proved that 40
percent of loyal customers have no qualms paying an additional 10 percent to continue purchasing from companies
delivering great customer experience. Listening to your customer and focusing on his satisfaction undoubtedly pays off.
Customize your approach: No two customers are the same. Once a consumer needs are fulfilled on a consistent basis,
a company is generally are guaranteed a loyal customer. One grea t example is USAA Insurance. The company has a
mantra to simply treat a customer the way the operator would want to be treated if you were a customer. Sounds simple
but well worth the effort. The company has reaped enormous benefits ever since.
The quality of service delivery is source of significant differentiation between call centers, whether it supports a financial
institution or a retail outlet. The process is influenced by a number of variables that include quality of personnel, IT, internal
processes, human resource practices, and even an institution’s own change orientation. Handling consumer complaints
satisfactorily puts the customer first.
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