High Visibility: The Importance of In-depth Visibility into Customer Complaints for Improved CX

June 26, 20205min

As businesses of all shapes, sizes and scopes find themselves trying to mitigate increasingly transient customer demographics, we’re all having to work harder on our customer retention strategies. More than ever, the emphasis for most businesses has shifted to building and nurturing sustainable, long-term customer relationships, using the available tools and information to revolutionise the Customer Experience (CX), and encourage new depths of customer loyalty.

But, in a digital world where actual physical interactions are becoming increasingly rare, it’s proving more difficult for businesses to build these vital relationships.

One of the few areas where 1-2-1 interactions do occur is in complaints management, with the entire process generating valuable, timely and comprehensive customer information and feedback, all of which have the potential to inform wider business strategy. As such, it’s crucial that executives recognise the value of complaints as a strategic business tool.

Valuable complaints

Where once ‘resolve and close’ was the overarching goal when it came to complaints, this is no longer the case. Businesses now recognise the long-term, far-reaching value that can be derived from the entire complaints function, not only in terms of resolving complaints quickly and effectively to enhance customer experience, but with regards to improving CX strategy across the organisation.

The journey no longer ends with complaint resolution, but with gathering the insight and learnings to inform future approaches and even product development.  However, the extent to which complaints can inform strategy is totally dependent on decision-makers having in-depth access to and visibility of the end-to-end complaints management process.

Thankfully, we’re all operating in a digital world, where tools are available to track and qualify all customer interactions and behaviours. This information can then be fed back into the business to drive improvements across the entire organisation. But making sure the right information gets to the right people at the right time is still a challenge, with businesses needing to create robust feedback loops if key decision-makers are to use business data to identify trends, address problems and drive organisational learning.

In this respect, contextualised and personalised follow-up customer surveys are a vital source of information, with tools such as complaint management systems enabling the resulting feedback to be analysed alongside the rest of the customer’s information, adding a new depth of actionable insight into a customer’s journey.

Data is key

The data to be gleaned from complaints can be used to realise cost and efficiency savings across the organisation, as well as helping to optimise CX. What’s needed are the right systems in place to collate this information, reporting it back to the wider business in an accessible, easy-to-understand format. Case handlers, for example, can use the information to help prioritise follow-up actions, taking on board constructive criticism or praise to inform future best practice, all of which contribute to tangible improvements in CX.

For more senior members of the business, the resulting information makes it possible to address any training issues, identifying any problems to be tackled or gaps in knowledge. Additionally, the ability to analyse and examine not only customer feedback but the hard facts surrounding customer complaints, furnishes the business as a whole with a more in-depth understanding of the root causes of complaints, be that product or service-related.

What this provides is a valuable source of information to underpin far-reaching business developments, all of which contribute to those all-important CX improvements.

With the right systems in place, businesses can turn complaints to their advantage. Making full use of the resulting information and data can drive real improvements across the business not just in terms of swift and effective complaint resolutions, but helping to improve products, services and processes, ensuring they’re tailored to meet ever-changing customer expectations.

By owning the entire end-to-end complaints process, leaving behind the ‘resolve and close’ mentality and extending its reach as a key business function, decision-makers can use it as an opportunity to take their customer experience to the next level, with complaint management becoming a crucial business differentiator in an increasingly competitive marketplace.

Antony Jagger

Antony Jagger

Antony Jagger is Manager for Customer Solution at Aptean. For more information on how Aptean can help you extract the maximum value from your complaint management, contact antony.jagger@aptean.com.

Inform. Inspire. Include.
A free way to improve your business.

Customer Experience Magazine is the online magazine packed full of industry news, blogs, features, reports, case studies, video bites and international stories all focusing on customer experience.



UK Trademark UK00002648900

EUIPO Trademark 018131832

Contact Information

For article submissions:
Paul Ainsworth

For general inquiries, advertising and partnership information:
Tel: 0207 1932 428

For Advertising and Guest/Sponsored posts:

For Masterclass enquiries:
Tel: +44 20 86386491

Customer Experience Magazine Limited
Company number: 12450532
International House, 24 Holborn Viaduct,
United Kingdom, London, England, EC1A 2BN


Find a job in customer support with Jobsora


vape: vape royalty compliance period ecig aspire tanks tobacco flavor vape juice big vape theory box mods with built in battery real vape cheap 50 watt box mods vape orlando uwell pod system vape shop menomonee falls just vapes stego wrap vapor barrier thrive cbd vape vapor drinks atlantis aspire tank vape shop yukon ok can i make my own vape juice k2 vape juice reddit box mod 4 batteries nktr ejuice can vaping hurt your lungs aspire nautilus 2 wattage vapor cigarette liquid x priv baby variable wattage devices how hot do vape coils get smok rda coil how to change coil in smok alien water vaper cigarettes xpriv baby voopoo drag 157w tc box mod any good crwon by uwell uwell caliburn replacement pods voopoo newbie review do you even vape bro voopoo custom image file 1 ml vape tank voopoo drag modes square ecig review

weight loss: weight loss camp saggy boobs after weight loss boobs after weight loss blue diet pills organic weight loss pills lose weight pills at walmart weight loss detox diet measuring for weight loss gary shirley weight loss male extra pill chai tea weight loss work out plan for weight loss dr sattele rapid weight loss half marathon weight loss are mangoes good for weight loss prescription weight loss doctors in nj weight loss hiram ga paleo diet weight loss one month best fruit to eat for weight loss fast quick weight loss oranges and weight loss water fasting to loss weight diabetic weight loss medication brintellix reviews weight loss yogurt diet weight loss new weight loss shows the best smoothies for weight loss weight loss p90x common prescription diet pills amway products for weight loss buy phentermine diet pills luna trim reviews playboy diet pills easy diet plans for weight loss successful weight loss diet estroven weight loss military diet no weight loss physician weight loss garcinia and forskolin victoza weight loss dose

male enhancement: desire for men food with testosterone why do guys want sex so much pretty penises ed treatments jelqing for length amyl nitrate near me over the counter erection pills is sildenafil the same as viagra best boner pills blue gel pills large hard cocks penis excercises hidden penis surgery how do i get my dick bigger how to get in the mood for sex penis pills that actually work testosterone supplements that work how big can a penis be harmless drugs bigger penile what age does puberty stop how to make dick harder penes sizes how was viagra discovered best viagra niacin gummies mature post sex hot rod pills what does testerone do for men forhims coupon how to make your dick more sensitive vitamin e walmart new ed medication alphaviril review bigger pills amplify science reviews muscles used in sex max male enhancement alpha q male enhancement

cbd oil: can you get high off cbd rich def does cbd oil help with diabetes i want to find out about serenity oil cbd solace cbd water total life changes cbd nutiva cbd oil cbd oil hemp gummies colorado cbd wholesale buy elixinol cbd oil optimal choice cbd cbd harmful cbd healing cbd thc mix does cbd oil help with fibromyalgia best cbd for muscle pain full spectrum cbd products high hemp organic wraps cbd top selling cbd oil cbd benzo buddies is cbd oil legal in texas now yorkville physical therapy turf deodorizer kentucky cannabis company watch extract online free fragile x syndrome gene reviews rocky mountain cbd oil drag drug pure life chiropractic what happens if you smoke hemp extracting cbd oil from hemp tera pets list attribute meaning in english does blue cross blue shield cover cbd oil anz auckland cbd 1 mg cbd oil cbd credit card processing purchase harley quinn cbd oil metabolism dictionary