Complaints and sources of customer dissatisfaction.

Customer dissatisfaction is key to improve your business performance. The customer, when interacting with the company, finds many points of dissatisfaction. Detecting them in time is an important source of information for the company.

1. Distinguishing between complaints and queries.

Two key concepts should be treated separately: complaints and queries.

Although queries have more weight, complaints are the most visible danger signals. These have to be detected in real time from customer interactions through different sources such as the phone system, email, social networks, etc.

They must first be collected and categorized and then followed up by the team.

Complaint data should be collected to close the loop; in this way, the owner of the complaint should receive an alert with a possible solution to the conflict.

Systems such as Salesforce CRM, number one in the market, or Zendesk, allow us to collect complaints and systematize their resolution. But, first we must detect all the information, and for this there are platforms such as Allswers that allow us to obtain all the data through customer satisfaction surveys.

2. Main sources of customer dissatisfaction.

Complaints are the manifestation of customer dissatisfaction. The main sources of dissatisfaction are those listed below by way of example and which allow us to categorize our system:

• Dissatisfaction with product/service quality. This refers to issues such as materials used, manufacturing defects, lack of adequate service fulfillment, etc.
• Dissatisfaction with usability. The item must do what it promises to do. If it does not, the end result will be customer dissatisfaction.
• Dissatisfaction with performance. Every product or service has performance parameters, such as speed, appearance, etc. Customers will measure your product or service against others in the same comparison with others in the same category and also with their own expectations.
• Dissatisfaction with expectations. Customer expectations are not only based on marketing. They are also based on feedback about your product, on reviews, on previous experiences with the company. You can help your case by clearly stating expectations, being transparent about the details of your product or service.
• Dissatisfaction with customer service. Customer service depends largely on human nature. When people feel cared for, and not just a source of money, they tend to be happier.

However, very little research has examined the impact of downsizing on customer service.

Using a case study with a Fortune 100 company, customer attitudes were measured before and after a significant customer service downsizing event. The results showed that a significant staff reduction has an immediate and negative impact on customer satisfaction levels and expected retention rates.

Platforms such as Allswers, through which the voice of the customer is collected, complement the work being done in managing and addressing customer service queries and complaints using software such as Salesforce or Zendesk.