As we unveil the latest edition of Huntswood’s Complaints Outlook, we bring a powerful new perspective on the state of customer complaints across industries. This year’s insights capture a transformative shift: an opportunity for firms to harness complaints not merely as issues to resolve but as pivotal touchpoints for building brand loyalty, advocacy, and operational growth.

In our previous edition, we explored the emotional signatures of customers as they navigated their end-to-end complaints journey with organisations. This research underscored that customers who feel valued are not only more satisfied but also more likely to become loyal advocates for the brand, leading to better customer retention and even improved staff morale. It demonstrated, categorically, that genuine, empathetic connections during complaint resolution drive trust and reinforce the brand’s reputation in profound ways.

This year, however, we are taking a leap forward by translating these findings into actionable strategies. Our latest Complaints Outlook moves beyond customer sentiment to deliver an evolved understanding of how complaint handling directly influences operational practices. This report offers key insights into integrating best practices into organisational workflows and culture, reinforcing that a well-managed complaints process can be a powerful driver of business resilience and growth.

Accelerated Improvements, Heightened Expectations

One of the central findings in this year’s report is the unprecedented rate at which firms are enhancing their complaints processes. With digital transformation reshaping customer engagement, firms have made remarkable strides in optimising their complaints handling. Yet, as organisations advance, so do customer expectations. We live in an era where digital engagement is ubiquitous; many of today’s customers have grown up with technology as a constant companion. Consequently, they expect seamless, instant, and personalised responses to their complaints.

Examples of how firms have improved

In this “always-on” environment, where customers are constantly connected to brands through various digital channels, their expectations have become more dynamic and complex. According to our proprietary insights, this shift means that businesses must now focus on delivering swift resolutions and empathetic interactions, making digital fluency and customer-centric innovation essential. Importantly, companies that lag in these areas risk customer dissatisfaction and potentially lost business as customers move toward brands that better meet their expectations.

The Opportunity of Rising Expectations

While increasing expectations can be challenging, they also present a unique opportunity. Our report confirms that well-managed complaints journeys not only address customer issues but can significantly boost customer loyalty and advocacy. Complaints journeys that satisfy customers’ needs lead to much higher retention rates and repeat business, directly benefiting a company’s bottom line. And in a competitive marketplace, this loyalty becomes a strategic asset, differentiating brands that truly listen and respond to their customers.

Examples of increased customer expectations

Recognising this, our latest report introduces the Complaints Calculator—an innovative tool designed to quantify the financial and operational advantages of effective complaints handling. The Complaints Calculator provides firms with a tangible perspective on the impact of complaints management, illustrating how addressing customer grievances proactively can save substantial revenue by retaining customers and bolstering brand loyalty. This feature aims to equip businesses with concrete data to justify investment in their complaints processes, proving that fostering customer satisfaction during complaints handling is not merely a best practice but a sound business strategy.

Embracing the Contemporary Customer View

Complaints are inherently emotive and can pose significant challenges for organisations. However, the insights within the Complaints Outlook 2024 emphasise that with a customer-first approach and an adherence to core principles of complaint handling, firms can turn these challenges into strategic advantages. As our research shows, contemporary customers seek empathy, understanding, and transparency in every interaction, particularly when dealing with issues or grievances.

Implementing these insights into your operational model does more than just solve problems; it builds a foundation of trust that today’s consumers are eager to reward with their loyalty. Firms that genuinely engage with complaints as an opportunity for learning and improvement can transform their customer relationships, achieving higher satisfaction and reducing churn.

A Vision for 2024 and Beyond

As we navigate the complaints landscape of 2024, this edition of Huntswood’s Complaints Outlook offers a wealth of insights and best practices, empowering firms to adapt to the ever-evolving expectations of their customers. The evidence is clear: firms that are proactive in enhancing their complaints journeys are not only recognised by their customers but also rewarded with loyalty, retention, and potential market growth.

In a world where brand-customer relationships are “always-on,” the importance of handling complaints with empathy, speed, and precision has never been greater. The Complaints Outlook 2024 is your guide to making meaningful changes that resonate with your customers, equipping your organisation to thrive in a rapidly digitalising world.

This year’s report offers more than insights—it’s an invitation to transform your complaints strategy into a powerful tool for sustained growth and success. Are you ready to embrace the next evolution of customer experience?

Pre-register using the form below to receive Complaints Outlook 2024 as soon as it’s available.