Silent Consumer Carelines – A major setback for industries
Consumer Care departments
Professionals who manage care desks work in partnership with their counterparts in the quality department to ensure complaints are well investigated and feedback given to the complainant on time. A deficient consumer complaints department is a liability to any business.
The second incident involved another well-known brand from yet another well-respected company. The story was no different. It took almost 2 weeks and when no one was responding I had to use my networks to get an employee friend of mine to lodge my complaint. This is a systemic issue plaguing many companies in Ghana. Consumer/Customer care departments are left at the mercy of employees who have no clue about company policies on satisfying customer requirements.
The Forgotten Department
MDs and CEOs of most industries attend high profile events and even grant interviews to the media. While they busy themselves with these events in the name of networking the most important group of people being consumers/customers struggle each day trying to explain the frustrations they have regarding products they purchased. In most instances, their persistent calls to the complaints department go unanswered. No wonder consumers have found solace in social media platforms to air their grievances, a very dangerous trend for most brands.
Reversing the Trend
Complaints management professionals must be well-trained to manage both consumer and customer complaints. Their training must be specific and intentional. Since consumers cannot tell lunch periods and working hours, having at least two professionals managing the helpdesk is most ideal. They manage the department in a way that, one person is always available to take incoming calls. The telephone set being employed should be able to take messages after working hours too. Recorded messages are played back each morning and such complainants called back. Helpdesk professionals must be diplomatic and should have in-depth knowledge about each brand to offer insightful initial responses to people who call to lodge complaints.
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