Author Topic: On Customer Relationship Management - Complaints Handling  (Read 385 times)

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Offline Aafaque Ehsen

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On Customer Relationship Management - Complaints Handling
« on: April 20, 2017, 07:19:19 PM »
 

 

Customer Relationship Management
-– Complaints Handling




Customers are individuals who use a company’s product. It does not matter whether the individual who is using the product is the one who has purchased the product. Anyone who is using a company’s product at any given time is a customer of that company for the duration of use.
 
I am aware that the above definition is all too broad. The issue itself is all too broad, hence justifies the definition. Take the case of an electricity supply utility. The connection could be in the name of the head of the household. Everyone in that household using electricity at any given moment would be a user, yet, the “customer” per the records of the utility is the head of the household.

Now look at this scenario. There is a power outage. The head of the household is not at home. A child from the household dials the utility’s complaint line. A recording asks the caller to enter the customer number. Such customer numbers are usually pretty long. The caller in this case does not know or remember the customer number. The complaint is not made.

Imagine another scenario. Mr. Sheikh is the customer of an Internet Service Provider (ISP). He is on tour. His daughter is using the Internet. The service is giving trouble. She dials the ISP’s helpline. She is asked to provide the National Identity Number of her father. If she remembers the required number all is well, if not, the complaint is not attended to.
The point is that in the case of such service providers, there should not be such barriers to communication, particularly with regards to complaints handling.

The above is even more important in the case of such services as power, telephone, water and gas supply utilities as these are most often territorial monopolies.

The net result of such barriers is the creation of animosity between the enterprise and the users of its service.
All enterprises are also brands. Supervisors at the enterprise’s end SHOULD always be conscious that Customer Relationship Management is the keystone of brand reputation. Barriers in the way of communication always serve to create ill will.



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