Beschwerdemanagement / Complaint Management · 6. Complaint Management in a company Technology:...

16.01.2008 Hochschule für Technik und Wirtschaft des Saarlandes 1

Beschwerdemanagement / Complaint Management

Structure:1. Basics2. Requirements for the implementation3. Strategic possibilities4. Direct Complaint Management processes5. Indirect Complaint Management processes6. Complaint Management in a company7. Complaint Management in practice

1. Basics


1. Basics

How important is a customer?

Quelle: Intelligent Intuition 2001, S.1


1. Basics

Problems:-Customer as enemy-low complaint rate ≠ high satisfaction rate

=> a complaint is a chance=> increase the numbers of complaints


1. Basics


How Satisfaction/Dissatisfaction comes out

2. Requirements for the implementation

High priorityCommunicate to the customerCommunicate to the employeeEnough ressourcesManagement‘s aidAs-Is analysisMarket analysis


3. Strategic possibilities

Complaint FactoryRelationship AmplifierQuality ControlCustomer Satisfaction Lab


3. Strategic possibilities


4. Direct Complaint Management processes

4.1 Complaint stimulation

4.2 Complaint receiving

4.3 Complaint editing

4.4 Complaint reaction



Bench marks:

-Numbers of complaints-Reportings of the interviews



Complaint channels:

-personal: ask the customers-written: Comment Cards-by phone: free Hotlines-electronic: Touchscreen Terminals


4.1 Complaint stimulation Comment Card, Commerzbank


4.2 Complaint receiving

Organisation of the receiving (central, local)First contactComplaint capture (fast, complete)


4.3 Complaint editing

Entrance letterComplaint owner: responsible for one complaintTask owner: responsible for one work stepProcess owner: responsible for the whole process



75% of the people who threat to change really change the offerer

15% of the people who threat with legal action really do that

=> Complaint reaction very important



First contact:

- smile- friendly- don‘t interrupt- apologise



ABC - Analysis:

-to be more obliging to A customers-Don‘t let A customers wait in the phone wait list-to listen to every customer



Reparation options:

Financial: money-back, cut in price, damagesMaterial: exchange, reparation, alternate productImmaterial: information, explanation, apology


5. Indirect Complaint Management processes

5.1 Complaint interpretation

5.2 Complaint controlling

5.3 Complaint reporting


5.1 Complaint interpretation

to capture:

Quantitative: numbers per product, charts, absolute frequency…

Qualitative: causes, details, formulations of problems



Functions:

-Informational function-Planning function-Controlling function



Evidenz-Controlling: Iceberg principleEvidenz quote = registered complaints

dissatisfied customers

Task-Controlling: to check the work stepsTelephone reachability quote, complaint channel quote, customer satisfaction



Cost-Benefit-Controlling: profitability

Return On Complaint Management =earnings from complaint managementcosts from complaint management



Complaint management Balanced Scorecard

a) Strategy: Company Strategy, Customer First Strategyb) Perspectives: customer, process, quality, financialc) concretise aimsd) concretise target values


5.3 Complaint reporting

Information push: to the business managementcharts, values

Information pool: for the employees, intranet, databases


6. Complaint Management in a company

Organisation:

Central: complex products, high number of products

Local: Services (Hotels), low number of products

Dual: mixture between central and local



Technology:

Software package: „Sorry!“a)Complaint Management softwareb)Best Of Breed: CRM solution for every work step

Functions: receiving, document, suggested solutions16.01.2008 Hochschule für Technik und Wirtschaft des Saarlandes 28

7. Complaint Management in practice

Study about the status quo: „BM Excellence-Studie“ 2003

1.) strategic ranking: Customer management: 80,4%, Quality management: 80,4%2.) direct/indirect Complaint Managementdirect: okay, indirect: faulty, many problems in controlling3.) Organisation:14% of the company have their own complaint managementdepartment


Beschwerdemanagement / Complaint Management · 6. Complaint Management in a company Technology:...

Documents

Transcript of Beschwerdemanagement / Complaint Management · 6. Complaint Management in a company Technology:...