Surface Ripples

“I Can’t Agree with Your Complaint”

I recently used the “complaints” email address for a well-known UK commercial bank - not to make an actual complaint, but to suggest they have a dedicated email address for non time-sensitive issues for which customers didn’t need on the spot resolution.

Sometime after I received a response from a “Complaint Manager” which concluded “As we haven’t made any errors, I can’t agree with your complaint”.  The only “error” I was pointing out was that the bank in question lacked a dedicated email service for non time-sensitive issues.

To start with, I was forced to use the complaints email address because there was no alternative for customer suggestions.  Secondly, whether the bank agrees or not with my “non-complaint”, to say so in such an abrupt manner displays a lack of understanding of the situation.

Customer complaints/suggestions are an opportunity for any service-based organisation to improve its offering or to correct something that has gone wrong once and could go wrong again.  No one likes to receive a complaint (suggestions are always more welcome!) but in the end, it’s free feedback from customers on how to do better.

To compound the problem, the “Complaint Manager” proceeded to tell me about alternatives of which I was already aware and had elected not to use as they involved either making a phone call or using an online AI assistant. The latter proved singly incapable of resolving the situation.

Sadly, it appears that this particular bank has succumbed to the AI/direct response route without considering whether this is suitable in all cases and results in overloading of Call Centre operators.

Before we all jump on the “AI bandwagon” to provide services or resolutions to questions, we need to make sure that what is implemented is actually fit for purpose.  The latest interpretations I’ve heard for “CRM“ (Customer Relationship Management) AI systems are “Customer Rage Machines” and “Can’t Resolve Much”.

What also didn’t help was that the letter I received in response seemed to contain a great deal of “approved standard phraseology” which served to dehumanise the situation and the person writing it. 

In the end, a customer is still a customer and the way we handle them will decide whether they continue to use our services and recommend us to friends.

I deliver change in markets ranging from the most developed to “emerging” economies. With a wealth of international experience in international financial services around the world running different operations and lending businesses, I started my own Consultancy to provide solutions for improving performance, productivity and risk management.  I work with individuals, small businesses, charities, quoted companies and academic institutions across the world. An international speaker, trainer, author and fund-raiser, I can be contacted by email. 

posted by William Martin @ 16:52