The question you need to ask yourself at this point is, what if … ?

The last time that your customer found out that the product (or service) they purchased wasn’t up to scratch, they visited your website, completed the entire “contact us” form, chose “complaint” or “suggestion” from the drop down list, hit the “submit” button and … were presented with an error message. In an attempt to rescue their entire explanation of the situation, they click the “back” button only to find that all of the information has been wiped out!

The following morning, the same customer decides to put a call into your contact centre. After selecting multiple options from your IVR system, remaining on hold for 8 to 10 minutes,  they eventually reach an agent. The agent listens to your customers complaint, logs them into a “system” and promises to provide the customer with feedback after forwarding the details to the relevant parties. The customer hangs up, expecting some kind of follow-up … which never happens.

Chances are that the very same customer doesn’t bother telling you their complaint again, they simply begin providing the same information to their social circle.

If this is how your suppliers treated you … how would you like it?