In our previous articles, we’ve focused on the steps taken to resolve an individual complaint. What’s also important in any service recovery strategy is to use all your complaints to learn and drive improvements to your overall service offering.
Your Data is a Valuable Strategic Asset
Rarely in any organisation do you reach a point where you can’t improve. As we’ve seen over the last few years the customer experience is constantly evolving which means there are always going to be new objectives and challenges to meet. Learning should therefore be a part of any organisation’s DNA.
The data you collect about your complaints is a valuable strategic asset. The real value comes from being able to analyse it, learn from it and formulate sound, strategic insights which are based on fact rather than assumption. You can then use this insight to improve your systems and processes to ensure customers are satisfied in future.
There is also real value in sharing this information with your staff. By doing this you allow them to see how the work they do daily is contributing to the improvement in customer satisfaction and the overall success of the organisation which will encourage them to deliver exceptional service time and time again.
How Microsoft Dynamics CRM Can Help
One of the most powerful features of CRM is the dashboards which present you with valuable insight into your data in a very easy to use, visual format.
As an example we’ve set up the dashboard below to provide us with insight into the complaints we have received.
Starting at the top left this dashboard is showing us:
- Non-Product vs. Product Fault – this allows us to monitor how many product issues we are getting by quarter compared to non-product issues. If the split of product issue vs. non-product issue increases one quarter compared to another then this will alert us to a possible quality issue and allows us to investigate further
- Time Taken to Resolve Complaints – this allows us to monitor how long it is taking to get complaints resolved. In this example you can see it took us 17 weeks to resolve 6 cases so that would then allow us to investigate further to see why it took so long i.e. is there a resource issue, training issue?
- Cases by Fault Code – this allows us to monitor what the actual cause of the complaint was. We can then use this information to drive improvements in each individual area e.g. carry out more training to reduce admin faults, talk with the delivery company to see how we can improve delivery errors, put together a customer education programme to reduce the number of user errors etc.
- Cases by Resolution – this allows us to monitor the various methods we have used to get complaints resolved i.e. provided the customer with information, replaced the product, credited their invoice etc. If a particular type of resolution is very frequent then the dashboard will alert you to this and you can then dig deeper to see why we are continually offering this resolution
- Case Number by Fault Code – you can choose to represent the data on the dashboards in different formats. This pie chart is just a different representation of the information shown in chart 3.
- Satisfaction Survey Results – CRM contains a Voice of Customer Survey feature which you can use to send out short surveys to your customers. In this example, we have sent out a survey to find out how satisfied customers were with how we handled their complaint and the results are being pulled through for us to review on the dashboard.
You can create as many dashboards as you want and can choose to share them with different individuals or teams throughout your organisation.
Benefits to Your Organisation
Dashboards are incredibly powerful tool in CRM and can help:
- Present you with an accurate picture of how you are performing
- Identify what is working well so you can do more of it
- Identify what is not working so well so you can fix it
- Identify trends allowing you to predict future needs of your customers
- Gain and sustain a competitive advantage
- Increased employee engagement and satisfaction
- Build loyalty and satisfaction amongst your customer base leading to increased growth and profitability
- Measure the impact of business improvement decisions and investments i.e. return on investment
For more insights into the Microsoft Dynamics CRM suite, soon to be part of Dynamics 365, visit www.tecman.co.uk/Microsoft-Dynamics-CRM-2016