Complaint Management: Why customers may choose not to complain?
Research has shown that of the customers who register complaints, between 54 percent and 70 percent will do business again with the same company if their complaints are resolved. The figure rises to 95 percent if the customer feels that their complaint was resolved promptly ( Albrecht & Zemke 1985)
This is a very good indicator and prompts that companies engage in good customer complaints procedures as they have a direct impact on their client base. Just on one complaint a company may keep or loose a client depending on how they handle the complaint.
Although customers are highly encouraged to register complaints, we have cases where clients may choose not to register their dissatisfaction at all. Below are some of the common reasons why clients may choose not to complain:
They do not know how to register a complaint: Many customers would naturally not know the company’s complaints procedures. This basically puts them in a bad space to start the process lest they are caught off guard on the grounds that they did not engage the right procedures. Companies are encouraged to be as much transparent as possible to display in their lobbies their complaints procedures so that clients can easily see them. In one of my visits around, I saw the complaints process framed in an old setting and basically hidden in a dark corner.
They believe complaining will be useless because the company doesn’t care about them or their complaints: Most clients feel this way more especially for big enterprises that have many clients. The feeling here is that the company has many clients and therefore their contribution as individual clients is not recognised. Companies are encouraged to engage in good customer experience management practices and focus on building client loyalty so that clients experience a personalised service.
They believe it is not worth their time or trouble: The client feels here why bother? Customers will prefer just walking out and seeking the same service next door. Most of the clients who fall in this category are busy clients who feel they do not have time to complain.
Customers fear retribution or victimisation: Customers may feel that they may be targets of victimisation if they complain. Some will feel that they may no longer be welcome at the same business or they make some staff lose their jobs. Customers have to be taught of the value that is realised out of complaining so that these myths are taken care of.
In short it becomes a priceless exercise for any business to emphasise that complaints are a critical part of their business. Clients have to be encouraged to complain and engage the right channels so that problems can be addressed for good customer service to prevail.