Complaints occur when the relationship between a brand and customer is at most risk of erosion. If handled right, a complaint can result in long term loyalty and advocacy. However, if handled poorly, it can result in losing that customer completely. This begins from the very first step in a customer’s complaints journey: research from our Complaints Outlook 2021 report found that customers who find it easy to complain are 28% more likely to stay with their provider.
To explore this in more detail, Richard talks to Sam Bettis, Social Media Director at UX agency Ethology, and Patricia Riddell, Professor of Applied Neuroscience at Reading University. They discuss the behavioural impact that barriers in the complaints journey can have, the knock‐on effect for brands, the benefits of listening to customers and what steps firms can take to ensure best practice.