As we continue to move forward in a world where citizens want bigger and better levels of engagement and interaction with organisations than ever before, the importance of an effective feedback and complaint management process is growing.
The more public bodies interact with citizens, the more they feel comfortable passing their thoughts back to them, whether they’re in the form of praise or complaints.
And although praise is obviously always welcomed, surprisingly complaints can be useful too. Whilst they obviously have negative connotations, they can also be hugely beneficial when managed correctly.
The issue is that no matter how much we – or anyone else – say feedback management is a necessity, for public bodies that have been in business for many years, it can still seem like somewhat of a grey area.
They know things have developed, but they’ve managed until now handling feedback the way they do, so why change?
The simple fact is, if you’re dealing with feedback – whether it’s in the form of praise or complaints – in the most effective way possible, you’ll be able to see clear results and numerous benefits from doing so, with these four being some of the most notable.
- You stop putting the company at risk
When you’re a public body or commercial organisation, you have an obligation to correctly and effectively manage all feedback – particularly complaints – you receive, adhering to strict guidelines at all times. If you don’t do this, you can’t achieve regulatory compliance and instead will risk serious repercussions.
Similarly, although it’s not an obligation, all public bodies essentially have a duty to listen to what citizens are telling them – fail to do so and you’ll have next to no understanding of what they’re thinking or more importantly, what they’re wanting, meaning any developments made are based purely on guesswork.
- You can protect your reputation
Every single citizen has a voice and in today’s day and age, they’ll quite happily use it to pass on both praise and complaints.
If you don’t have a feedback management process that works, you don’t have a channel that citizens can use to speak to you about a service on – and when you don’t have this, you’re essentially goading them into complaining on public platforms (such as Twitter and Facebook), something that could have a considerably negative impact.
- You’ll stop missing opportunities
By listening to what citizens are telling you, you’re getting a full and in-depth understanding of what it is they’re thinking. When it comes to complaints, you’ll find out what they don’t like about you, right down to the specifics.
Managing complaints and feedback has always been an important part of business, but not only has the way you need to handle it changed, but the way you can benefit from it has, too.
However, by having in place a process that is effective, you can be confident that you’re benefiting from all customer feedback in the best way possible, with these four positive outcomes just a selection of those you’ll see.
- Need to list another benefit
At Equiniti, our Complaint Management solution captures, manages and tracks your complaints from initial contact through to resolution, helping organisations to process a complaint through any channel in their organisation. It additionally produces all the required communications which are essential in determining the root cause of complaints.