Complaints Outlook 2019 – More valuable relationships with existing customers

Posted: 4th October 2019

On the 12th September, we invited industry-leading complaints and customer experience experts, as well as other contributors to the Complaints Outlook 2019, to the report's launch event in London.

Attendees listened to a series of keynote speeches and enlightening panel sessions in which our speakers broke down the core findings of the Complaints Outlook and added their own valuable insight. We’re sure all those in the audience walked away with an even deeper understanding of current and future complaints trends and will be using this knowledge to improve the experiences of their customers.

If you couldn’t make the event, however, don’t worry. We were able to record the speeches and have compiled these here to give you an overview of the key takeaways from the day.

Moira Clark is the Professor of Strategic Marketing at Henley Business School and Founder and Director of The Henley Centre for Customer Management. She also serves as a consultant to a number of leading UK and European companies.

As one of the UK's foremost customer service experts, Moira is passionate about ensuring firms remain customer-centric. One area in which firms can drive the deepest, most valuable relationships with customers is, of course, through complaints.

Moira suggests that a good complaint experience is an 'easy' one. In fact, any business that works towards making easy for customers to come to them is on its way to providing 'customer experience excellence' and reaping the rewards that that offers.

"That's really one of the biggest drivers in this. If you're easy [to complain to], people are more likely to stay with you than if you're not... If you're going to ask the question [to customers], make it binary. 'Did we make it easy to have your complaint handled today? Yes or no?' And if they say 'no' you say 'I'm sorry to hear that, why was that?' because you want that open response."