Project Customer Complaints

7/31/2019 Project Customer Complaints

1/31

Understanding the current scenario andstatus quo of Customer Complaints and

find out an action plan to convert an irate

consumer to satisfied consumer

By

Suraj Kumar Das

Sr Sales Officer

Hyderabad Unit


2/31

Presentation structure

Need for the studyBackgroundProject Scope & ApproachResearch MethodologySurveyAnalysisKey FindingsRecommendations


3/31

Need for the Study

Customer complaints are opportunities .Not problems.

Handling customer complaints leads to

greater customer loyalty.A good recovery can turn angry, frustrated

customers to loyal ones.

Handling customer complaints is one ofthe essential pillars of customer serviceand customer retention.


4/31

Objective


5/31

Background

Company reach the Customers through

1. Channel partners

2. Products

3. Customer Helpline

4. Home Solutions5. Colour Idea Stores

6. Signature Store

These create value added services to customers

80/20 rule: 80% of your business comes from 20% of yourloyal customers


6/31

So why do a Customer complain?

When the product did not deliver as perhis expectations.

When his need and requirements were not

met.When the services are not up to the mark

as promised.

Surprisingly, they identify the companysvital areas of improvement


7/31

Project Scope & Approach

Region: Depots of Hyderabad/ Secbadunits

Target Customers: Complaint registeredCustomers in 2011-12

Approach:Complaints History: Twin citiesComplainants


8/31

Overall Depot Contribution to Product

complaints

42%

24%

31%

3%

SEC HYD MIY KRM

Major complaints comes from Secunderabad Depot


9/31

Problem Category

0 10 20 30 40 50 60

application error

dealer error

G DATA ERROR

No Complaint

Product ERROR

1525 1585 1603 1607

Most of the complaints are due to Product Errors


10/31

Root cause analysis

48%

19%

4%

8%

21%0%

Product ERROR

application error

dealer errorG DATA ERROR

No Complaint

60 % of the Complaints- Before reaching the customers

19% of them are due to various application procedure errors

The rest are only misconceptions


11/31

Understanding what customer Says

Source of information:-

Customer interaction:

Direct and telephonic: 30 complainants

through questionnaire

Customer Satisfaction survey

Voice packets: 25

More Complaint Handled Dealers: 10


12/31

Customer Approach for Complaint

7%

30%

63%

Dealer Help Line Others

Most of the Customers are approaching dealers


13/31

Dealer approach to Complaints

58%

5%

11%

26%

Post Pone

TSO

Site Visit

Asked to RaiseCompalint

Chances of time delay in raising complaints is increased


14/31

Response time

Response Expected actual

Immediately 16 5

One day 12 18

2-3 Days 2 7

There is a huge mismatch in the expected response and the

actual


15/31

Explanation of the Representative

3

8

16

3

0 5 10 15 20

Partially S

Satisfied

Dissatisfied

Try to convince

More Than 50% of the Customers are not satisfied with the

explanation we given to the customer.


16/31

Causes for Dissatisfaction

0

2

4

6

Responsiveness

by TSO

Route Cause not

known

Problem not yet

solved

No

Compensation

Lost time and

money

Here main causes for dissatisfaction are they are not known the exact cause of fault and feel like loosing time and money


17/31

Complaint Related v/s Satisfaction

5

7

1

0

1

2

3

4

5

6

7

Dissatisfied Satisfied Neutral

application error

dealer error

G DATA ERROR

No ComplaintProduct ERROR

Unidentified

Dissatisfaction level is high for product, application related problems and

misconceptions


18/31

Satisfaction V/s Compensation

0

1

2

3

4

5

6

78

Compensated Not

Compensated

Dissatisfied

SatisfiedNeutral

Dissatisfied even we compensate with material as they did not received labour

compensation and in time resolution.


19/31

Customer Expectations for his Complaints

CategorizationComplaints:

Product FaultDealer Fault

Application Fault

G Data Fault

Satisfaction index Satisfied CustomersDissatisfied Customers


20/31


21/31

Customer Expectations

Dealer Fault

Satisfied Customers

Dealers should be penalized for not repeating.Dealer should take the responsibility for solving problem

Dissatisfied Customers

Cancellation of dealership to be done if it gets repeated.

Company should try to follow up for Compensation.

Representative should cross verify the issues.


22/31

Customer ExpectationsApplication Fault

Satisfied Customers

Representative to guide them to solve the problem.Applicators to be updated with application procedures.


Should justify logically why the problem not occurred doneby the same applicator.

Hand copy of procedure guide to be given to applicators.Representive should have technical tools to justify.

Should provide solution to problem.


23/31

Customer Expectations G-Data Fault

Satisfied Customers

Compensation to be done a it is companys issue.Dealer to resolve the problem


Immediate response to be given to solve the issue.

Labour cost also to be given as his labour is wasted.


24/31

Key Findings

60 % complaints are due to company error.

20% are of application errors.

The rest are misconception i.e. No complaint. This infers that we are creating the problem and again

want to solve the same. The rest are raised due to Lack of Knowledge of

application Procedure and Simply because they see

only the paint as top coat.


25/31

Key Findings ..

Most of the Times customer is running to the dealer where higherchances of issue being raised promptly is hampered.

Its increases the time GAP for the issue to be resolved.

Nearly 60% of the issues are forwarded to SO and 26 % arepostponed

Typical visit (83%) by SO is on the next day of issue raised againstthe expectation of the same day.


26/31

Key Findings ..

55 % of the Customers are not satisfied as the

explanation about route cause is up to his expectation

Major Causes for dissatisfaction

Root Cause not known -35%

Loss of time and money-25%

Responsiveness by SO -15% No Compensation -15%

Problem not yet solved -10%


27/31

Suggestions- Dealer level

Dealer to raise or guide Customer to raise product complaint withHelpline immediately.

The positive benefits of timely closure and future business with

satisfied customer has to be explained.

Issue pamphlets at dealer level about application procedures andsurface preparations

Strict measures to be taken to control unhealthy tinting practices-

stop billing for certain period of time

Contractors to be warned of intentional application procedures


28/31

Suggestions-Company level

Faulty products should not be released into the market

OPCs to be implemented with strict quality parameters.

Helpline number to be highlighted at all counters along with know your product slogans

Contractor training program to be conducted to reduce application errors.

Website to be rigorously promoted to support customer in his entire painting process.

Website, CV ,ICG, ECG and Foresite users are to be intimated that that the colours are forindication purpose only- Highlight

Tool Kit should be available at all branches for TSOs

WIP Complaints should be given prime importance in either Locals and UPCs

Personal appreciation letters about service and loyalty to be sent to Customers


29/31

Suggestions-TSO level

Immediate response to be given- same day in Local and next day in Upcountry

Tool kit should carried to practically prove the point

Training to be given for improving Customer handling and enhancing his knowledgeabout key areas to be looked at

Confidence to be increased among the sales force is very essential.

CSO monthly meet with the team To know current scenario in the market

Customer level closures are to be done fast and same has to be intimated.

Clear cut communication of root cause to told and satisfaction level to be gauged.

Further help in giving solution would make him delighted.


30/31

Way Ahead

Prevention is better than Cure.

Helpline number to highlighted

Dealer and influencer related issues to be prevented.

Root cause of the problem to be clearly communicated along with solution

Know your product knowledge to be increased among Customers.

WIP sites are to be first go for TSO

Compensation with labour to be given

Apprehensive Communication to be done.


31/31

Thank U

Documents

Project Customer Complaints