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How can you use complaint feedback analysis to prevent and manage customer crises?

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Complaint feedback analysis is the process of collecting, categorizing, and evaluating customer complaints to identify the root causes, patterns, and trends of dissatisfaction. It can help you improve your customer experience, reduce churn, and prevent and manage customer crises. In this article, you will learn how to use complaint feedback analysis to achieve these goals.

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Ivaylo Yorgov

Working to create better customer and employee experiences
Karen Medina Oswald

Designer de Experiência & Servi?os | Pesquisadora | Antropóloga | Especialista em CX & CS | Embaixadora NTT DATA |…
Rita Midori

Conselheira Consultiva ESPM | Executiva de Experiência do Cliente e Comunica??o Institucional | Educadora Sólides +1,4K…

1 What is a customer crisis?

A customer crisis is a situation where a significant number of customers are unhappy, angry, or frustrated with your product, service, or brand, and express their negative emotions publicly. A customer crisis can damage your reputation, loyalty, and revenue, and can escalate quickly if not handled properly. Some examples of customer crises are product recalls, service outages, data breaches, or negative reviews.

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Ivaylo Yorgov

Working to create better customer and employee experiences
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First things first, only a customer call tell what a customer crisis is. Instead of assuming something is a crisis, use data to check if it's the case. Next to this, I think it's worth expanding the scope of customer crisis and maybe splitting it in two: major ones, like outages, data breaches, etc.; and minor ones or neusances, like malfunctioning buttons or products starting to make too much noise, etc. While you will know or customers will tell you about the former, minor crisis are likely to remain hidden but impact customer experience nonetheless. I'd advocate for a good close the loop program to bring these to the surface and solve them.

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Karen Medina Oswald

Designer de Experiência & Servi?os | Pesquisadora | Antropóloga | Especialista em CX & CS | Embaixadora NTT DATA | Líder de Prática Qualtrics | Graduanda em Ciências Sociais e Humanas ??
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A customer crisis is a situation caused by friction in the relationship or journey, which was not managed and its impact expanded to a large number of customers. Other examples are related to ESG themes, when an attitude of the brand or its representatives is not in accordance with the values that the brand defends or its public commitment. The impact of a customer crisis on a brand's reputation can currently be decisive and in some cases irrecoverable.

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2 Why is complaint feedback analysis important?

Complaint feedback analysis is essential for preventing and managing customer crises by helping you understand customer needs, expectations, and pain points. It also allows you to detect and fix issues that cause customer dissatisfaction, monitor and measure the impact of your actions on customer satisfaction, communicate with customers empathically, and learn from your mistakes to continuously improve your customer experience.

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Rita Midori

Conselheira Consultiva ESPM | Executiva de Experiência do Cliente e Comunica??o Institucional | Educadora Sólides +1,4K alunos | Voluntária TEDx | Palestrante | Potencializo experiências e resultados
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Diversas oportunidades de melhorias na jornada do cliente est?o nos feedbacks dos clientes, n?o só daqueles que reclamam (se considerarmos o NPS, dos detratores), mas também dos clientes promotores, que muitas vezes escrevem sugest?es de melhorias nos campos de comentários, elogios.

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Karen Medina Oswald

Designer de Experiência & Servi?os | Pesquisadora | Antropóloga | Especialista em CX & CS | Embaixadora NTT DATA | Líder de Prática Qualtrics | Graduanda em Ciências Sociais e Humanas ??
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Like any and all manifestations of the customer's voice, complaint feedback is an excellent source of constant learning about perception, friction, what works and what doesn't. The faster we are able to transform this feedback into actionable data, the more agile and effective we are in acting, retaining and avoiding customer crisis situations.

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3 How to collect complaint feedback

Complaint feedback can come from a range of sources, such as customer service channels like phone, email, chat, or social media, online platforms like review sites, forums, blogs, or podcasts, surveys like customer satisfaction (CSAT), net promoter score (NPS), or customer effort score (CES), and analytics tools like web analytics, heatmaps, or session recordings. To maximize the benefit of complaint feedback, it is essential to collect it from as many sources as possible and to utilize tools that can automate, integrate, and store the data.

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4 How to categorize complaint feedback

Categorizing complaint feedback involves assigning labels or tags to the feedback based on the topic, type, or severity of the complaint. For instance, you can categorize feedback by product feature, such as pricing or design; or by service aspect, such as installation or billing; or by customer emotion, such as disappointment or fear; or by complaint level, such as minor or critical. By doing so, you can prioritize and address the most urgent and important issues, and segment and target your customers based on their needs and preferences.

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Rita Carnes

Customer Experience Operations & Analytics Management | Low-Code/No-Code | AI for CX
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Use AI tagging to handle complaints. Thanks to AI, when a complaint is received, it's automatically tagged as belonging to a specific category, like "SME-related issues." This enables swift resolution because the system knows which department or team should handle it. It doesn't get lost in a generic queue. The SME-specific category also helps to accumulate data for root cause analysis - the company can track recurring issues unique to SMEs and take proactive steps to address them more efficiently. This means less time spent searching for the right team and quicker solutions for SME-related problems.

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Ruba Sarayrah

Business Support Professional
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Great insight. Can imagine instant update of dashboards routing to stack holders. However the challenge maybe with ownership and accordingly the successful rerouting to the right channel.

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5 How to evaluate complaint feedback

Evaluating complaint feedback is an important step in understanding the root causes, patterns, and trends of customer dissatisfaction. To do this, you can calculate the frequency, volume, and ratio of complaints, compare complaints across different segments or channels, and find correlations between complaints and other variables. You can also apply text analysis, sentiment analysis, or topic modeling techniques to extract insights from unstructured feedback. Ultimately, evaluating complaint feedback can help you understand the impact and implications of customer dissatisfaction, and generate actionable recommendations for improvement.

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6 How to use complaint feedback analysis to prevent and manage customer crises

Complaint feedback analysis can help you prevent and manage customer crises by allowing you to anticipate and avoid potential problems before they become more serious, respond and resolve existing issues quickly and effectively, follow up and recover dissatisfied customers, implement and monitor changes based on the feedback, and share the results with your customers and stakeholders. This powerful tool is essential for improving customer experience, taking corrective actions, and increasing customer satisfaction and retention.

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Karen Medina Oswald

Designer de Experiência & Servi?os | Pesquisadora | Antropóloga | Especialista em CX & CS | Embaixadora NTT DATA | Líder de Prática Qualtrics | Graduanda em Ciências Sociais e Humanas ??
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Analyzing, categorizing and creating preventative and responsive action plans for customer complaint feedback is the best way to protect and ensure the best customer experience. Carrying out this cycle and making this analysis available to the appropriate people in the company can prevent customer crises and serious consequences for the company and brand's reputation. The technology available today allows us to automate a large part of this process, without losing the "sense of humanity" necessary for understanding and applying contexts. An investment that covers both customer experience and operational efficiency initiatives.

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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 can you use complaint feedback analysis to prevent and manage customer crises?

1

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3

4

5

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1 What is a customer crisis?

2 Why is complaint feedback analysis important?

3 How to collect complaint feedback

4 How to categorize complaint feedback

5 How to evaluate complaint feedback

6 How to use complaint feedback analysis to prevent and manage customer crises

7 Here’s what else to consider

Customer Experience

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How can you use complaint feedback analysis to prevent and manage customer crises?

1

2

3

4

5

6

7

1 What is a customer crisis?

2 Why is complaint feedback analysis important?

3 How to collect complaint feedback

4 How to categorize complaint feedback

5 How to evaluate complaint feedback

6 How to use complaint feedback analysis to prevent and manage customer crises

7 Here’s what else to consider

Customer Experience

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