Why you should encourage customers to complain

/ Contact Centres, Customer Service

A newly published book explains why it makes sense for contact centres to encourage customers to complain if they are unhappy with a product or a service – and how interactive voice response (IVR) can be beneficial for routing inbound calls.

Writing in Effective Complaint Management (Springer, Cham 2019), Bernd Stauss and Wolfgang Seidel refer to ‘Complaint Stimulation’, the practice of encouraging the highest possible rate of unhappy customers to make a complaint.

They explain: “Only a fraction of dissatisfied customers complain. A low number of complaints does not represent a realistic picture of the extent of customer dissatisfaction.”

Instead, they argue that encouraging as many complaints as possible is a way for companies to collect the data they need to identify underlying problems and to make the changes required to restore customer satisfaction.

How inbound IVR can route customer complaints

Call centre technologies like Daviker’s Dialler contact centre solution not only automate outbound dialling, but also include technologies to improve inbound call routing, including calls from customers who wish to make a complaint.

Daviker’s Dialler includes ACD (automated call distribution) and IVR, both of which are contact centre technologies mentioned in Effective Complaint Management.

In the book, the authors explain that ACDs can give call centre agents access to data relevant to the customer’s call, as well as allowing that information to be saved to the customer database.

They add: “ACDs often also integrate an IVR system. This enables the customers, through the use of voice or the input of data on the telephone keypad, to pre-structure their concern, so that the call centre agent can be automatically assigned to the specific issue.”

Why skills-based call routing matters

Effective skills-based call routing of inbound complaints ensures that the most qualified and relevant contact centre agent receives each call – using IVR to identify the specific type of help the customer needs.

This has a range of benefits, for example:

  • Reducing total call time for customers.
  • Improving first-call resolution rates for customers.
  • Aligning calls with employees’ area of expertise.
  • Increasing productivity by reducing irrelevant calls.
  • Ensuring call handlers appear knowledgeable across the board.

In order to maximise the benefit of this, the authors suggest keeping IVR simple, so that customers who are not sure of which option is best for them are not prevented from easily continuing with their call.

Daviker’s Dialler in numbers

ACD, IVR and skills-based routing of inbound calls are just a few of the extensive list of capabilities and benefits enabled by using Daviker’s Dialler contact centre technology.

Some of the other advantages include:

  • Up to 400% increase in productivity using predictive dialling.
  • Nearly 200% productivity increase over other predictive diallers.
  • Up to 600% increase in data penetration and utilisation.
  • Up to 60% decrease in total call centre staffing costs.
  • Increased compliance and best practice including 100% call recording.

All of this comes with access to the Daviker 24/7 customer support team, with 93.9% of our own inbound calls answered in less than 10 seconds.