Post on 05-Apr-2018
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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
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Presentation structure
Need for the studyBackgroundProject Scope & ApproachResearch MethodologySurveyAnalysisKey FindingsRecommendations
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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.
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Objective
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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
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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
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Project Scope & Approach
Region: Depots of Hyderabad/ Secbadunits
Target Customers: Complaint registeredCustomers in 2011-12
Approach:Complaints History: Twin citiesComplainants
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Overall Depot Contribution to Product
complaints
42%
24%
31%
3%
SEC HYD MIY KRM
Major complaints comes from Secunderabad Depot
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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
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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
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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
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Customer Approach for Complaint
7%
30%
63%
Dealer Help Line Others
Most of the Customers are approaching dealers
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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
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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
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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.
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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
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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
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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.
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Customer Expectations for his Complaints
CategorizationComplaints:
Product FaultDealer Fault
Application Fault
G Data Fault
Satisfaction index Satisfied CustomersDissatisfied Customers
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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.
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Customer ExpectationsApplication Fault
Satisfied Customers
Representative to guide them to solve the problem.Applicators to be updated with application procedures.
Dissatisfied Customers
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.
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Customer Expectations G-Data Fault
Satisfied Customers
Compensation to be done a it is companys issue.Dealer to resolve the problem
Dissatisfied Customers
Immediate response to be given to solve the issue.
Labour cost also to be given as his labour is wasted.
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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.
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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.
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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%
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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
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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
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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.
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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.
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Thank U