Customer Service Process & Complaint Resolution

Stages in Customer Service

A set of quick and flexible procedures is fundamental to avoid problems.

Usual stages are:

1. Ordering: Using a computer management tool to fill in data such as customer name and number code.
2. Information Request: This has improved tremendously in many companies.
3. Claim and/or Complaint Management: Nowadays, this is mainly done through contact centers, but the internet is rapidly growing.

When dealing with claims, consider:

• Who the claims should be addressed to.
• What data to send to the customer.
• Establish three levels of response: serious claims for superiors, and lower and middle-class claims to solve internally.
• General claims that do not require any actions.
• False or imaginary claims caused by misunderstandings should be addressed, and clients should be contacted to explain the mistake.
• Having claim forms available is essential and compulsory.

After-Sales Service

Definition: Service provided once the customer has purchased a product or enjoyed a service.

The main benefits of an after-sales service are:

• Greater enjoyment of the product or service.
• Increased possibility of further purchases.
• Increased possibility of customer recommendations.
• Understanding the customer's impression of the product or service.
• Gathering information about potential improvements.
• Informing about new offers or campaigns.

Types of After-Sales Services

Promotional: Related to sales promotions, offers, contests, or sweepstakes.

Psychological: Sending a gift or greeting card to a customer (birthdays, holidays, etc.).

Security: Providing product protection, a purchase guarantee, or the possibility of a refund if the customer is not satisfied.

Maintenance: Offering installation and training (computers, furniture, etc.) and scheduling follow-up visits to ensure proper product use.

Complaint and Claim Resolution

Managing claims and complaints is a key task of after-sales service.

A complaint is the expression of dissatisfaction, while a claim requests compensation in addition to expressing dissatisfaction. A complainant or claimant is the person who makes a claim.

Resolving complaints satisfactorily can help retain customers, acquire new ones, and obtain valuable information to improve products and services.

A good after-sales service includes three functions:

• Responsible for customer service (receives complaints/claims and starts the process).
• Technician: responsible for performing the action.
• Trainer: responsible for training the customer (e.g., computers).

Complaints/claims should follow these principles:

1. Visibility: The procedure must be public to customers, staff, and interested parties.
2. Accessibility: The procedure must be easily accessible to the claimant, with details easy to understand and information available in all languages.
3. Diligent Response: Complaints must be communicated to the complainant immediately and dealt with quickly. Clients should be informed of the progress.
4. Objectivity: The complaint/claim should be managed fairly and impartially.
5. Costs: There should be no cost to the claimant.
6. Privacy: The claimant's personal data should not be disclosed without prior consent.
7. Customer-Oriented: Staff should be open to feedback and committed to resolving the claim with actions.
8. Responsibility: The company must clarify who is responsible for dealing with and responding to the complaint.
9. Continuous Improvement: This should be the main objective of the company.