Customer Complaints: Why You Want Them and What to Do with Them
By CrAig D. stone
“ARE WE THERE YET?” This question is often asked before a journey even
begins. Unlike in years past, these days travel time is easily filled with many forms of
entertainment, including iPods and video games. So why ask the question? Is it more
about the need to feel in control, rather than the actual travel time?
Unhappy bank customers can be very much like travelers.
During my extensive banking tenure, I have come across many dissatisfied custom-
ers. I would not only learn the details of their individual complaints but also experience
their frustration at having contacted the bank but never receiving any acknowledgment
or response. In many cases, it was difficult to determine whether the catalyst for the
customer’s angst was generated by the original issue or by the customer complaint
process (or lack thereof) employed by the bank. Many bank customers stated that they
were routinely given conflicting information on the status of their complaints or never
provided specific details as to how long the resolution process would take. Not unlike
travelers asking, “Are we there yet?” your customers are seeking an answer to a similar
question: “Are you going to help me and just how long will it take?”
