Last updated on 2024年6月10日

How do you map customer complaints to different touchpoints in the journey?

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Customer complaints are valuable sources of feedback that can help you improve your products, services, and processes. But how do you know which complaints are related to which touchpoints in the customer journey? And how do you use this information to enhance the customer experience and reduce dissatisfaction? In this article, you will learn how to map customer complaints to different touchpoints in the journey, and how to use this data to identify and prioritize improvement opportunities.

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Maurizio Mallia

CX Leader | Enhancing NPS and CSAT | Increasing Customer Retention | Contact Center Optimisation | Reducing Customer…
Moustafa Radwan CXAC (Cert)

Group CRM and Customer Experience Director | CX Professional Certified | Customer Service Excellence Management |…
Sachin Thomas

Coca-Cola Europacific Partners || Morpeth || United kingdom

1 What are touchpoints and why are they important?

Touchpoints are any interactions that customers have with your brand, from the moment they become aware of your offer, to the moment they purchase, use, and evaluate your products or services. Touchpoints can be physical, digital, or human, and they can occur before, during, or after the transaction. Touchpoints are important because they shape the customer perception of your value proposition, and influence their satisfaction, loyalty, and advocacy. Therefore, you want to ensure that every touchpoint delivers a positive and consistent experience that meets or exceeds customer expectations.

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Maurizio Mallia

CX Leader | Enhancing NPS and CSAT | Increasing Customer Retention | Contact Center Optimisation | Reducing Customer Complaints | Fintech and BPO Expertise | Start-up Specialist
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My experience as Head of CS has focussed on the following touch points: 1- Purchase stage-Complaints about checkout errors or payment issues. 2- Service interaction-Complaints during support calls or chat regarding technical problems.? 3- Post- purchase experience- Complaints about product delivery delays or post-sales support issues. Key learnings are: -Recognise where complaints arise most frequently.? -Track where customers face hurdles in their journey.? -Use complaints to enhance each stage, refining customer experiences.

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Moustafa Radwan CXAC (Cert)

Group CRM and Customer Experience Director | CX Professional Certified | Customer Service Excellence Management | Patient-centered care
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Identify Customer Touchpoints, Collect Customer Feedback , Categorize Complaints Map Complaints to Touchpoints: Create a visual map or matrix that maps each type of complaint to its corresponding touchpoint in the customer journey. Root Cause Analysis: Conduct root cause analysis to understand why customers are experiencing issues at specific touchpoints. Monitor and Iterate: Continuously monitor customer feedback and complaint data to track the effectiveness of your solutions.

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Sachin Thomas

Coca-Cola Europacific Partners || Morpeth || United kingdom
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To effectively address customer complaints, consider touchpoints like prompt communication, empathetic responses, swift issue resolution, and feedback collection for continuous improvement are crucial while addressing the complaints.

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Barsha Javed

Customer Service Manager specialized in Retail Operations and Customer Relations
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Creative & thoughtful way is to use customer journey map template. Gather customer feedback through your implemented sources, analyze customer complaint data, act on feedback, map it with touch points, then you will be able to highlight customers dissatisfaction. Discuss customer journey with your team, come up with revise strategy and resolution, assign agents to handle customers based on severity, stay in touch with customers throughout the process. Once ongoing complaints are handled make sure to engage management to implement effective solutions in order to avoid or lessen future customers grievances.

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2 How to collect customer complaints data?

Customer complaints data can come from various sources, such as surveys, reviews, ratings, social media, emails, calls, chats, forums, or direct feedback. You can use different methods to collect and analyze this data, such as text mining, sentiment analysis, natural language processing, or machine learning. The goal is to extract meaningful insights from the customer voice, such as the main pain points, the root causes, the impact, and the expectations. You can also categorize the complaints by type, frequency, severity, or channel, to get a better understanding of the patterns and trends.

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3 How to map customer complaints to touchpoints?

Once you have collected and analyzed the customer complaints data, you can map it to the different touchpoints in the customer journey. You can use a visual tool, such as a customer journey map, to illustrate the customer journey from their perspective, and highlight the touchpoints where they encounter problems, frustrations, or dissatisfaction. You can also use metrics, such as the Net Promoter Score (NPS), the Customer Satisfaction Score (CSAT), or the Customer Effort Score (CES), to measure the customer sentiment at each touchpoint. This will help you identify the gaps between the customer expectations and the actual experience, and the areas where you need to improve.

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Sachin Thomas

Coca-Cola Europacific Partners || Morpeth || United kingdom
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Mapping customer complaints touchpoints is crucial as it ensures a systematic approach to addressing issues, fostering effective communication, timely resolutions, and continuous improvement in customer satisfaction.

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4 How to use the complaint mapping to improve the customer experience?

The complaint mapping can help you improve the customer experience by providing actionable insights and recommendations. You can prioritize the touchpoints that have the most negative impact on satisfaction and loyalty, and design solutions that address the root causes of the complaints. Additionally, you can monitor and evaluate the effectiveness of your solutions, as well as communicate and engage with your customers throughout the process to show them that you care. All of these steps will help you measure changes in customer feedback and behavior.

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5 How to prevent customer complaints in the future?

Preventing customer complaints is not only beneficial for your reputation and retention, but also for your costs and efficiency. To do this, you should strive to anticipate and eliminate potential issues before they occur by testing and refining your products, services, and processes regularly. Additionally, you should educate and empower customers by providing them with clear and accurate information, instructions, and support. You can also empathize and personalize interactions by understanding your customers' preferences, motivations, and emotions, as well as delivering relevant and tailored experiences. Finally, you should solicit and reward feedback by creating feedback loops, incentives, and recognition programs that encourage positive word-of-mouth.

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Sachin Thomas

Coca-Cola Europacific Partners || Morpeth || United kingdom
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Anticipate customer needs by actively seeking feedback and addressing concerns promptly. Continuously improve processes based on customer insights to ensure a seamless and satisfying experience.

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6 How to learn more about complaint management?

Complaint management is an essential skill for improving customer experience and loyalty. To learn more about complaint management, you can read books, blogs, articles, or case studies on best practices and examples. Additionally, you can take online courses, webinars, or workshops on complaint management techniques and tools. You can also join online communities, forums, or networks of complaint management professionals and experts. Lastly, you can hire a complaint management consultant or coach to help you with your specific challenges and goals.

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Sachin Thomas

Coca-Cola Europacific Partners || Morpeth || United kingdom
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Effective complaints management involves promptly acknowledging customer concerns, thoroughly investigating issues, providing swift resolutions, collecting feedback for improvement, and maintaining transparent communication throughout the process.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How do you map customer complaints to different touchpoints in the journey?

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1 What are touchpoints and why are they important?

2 How to collect customer complaints data?

3 How to map customer complaints to touchpoints?

4 How to use the complaint mapping to improve the customer experience?

5 How to prevent customer complaints in the future?

6 How to learn more about complaint management?

7 Here’s what else to consider

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