Why better understanding the complaint journey is the key to business growth

In a recent study by Microsoft, 96% of consumers said customer service plays a role in their choice of and loyalty to a brand.

56% have stopped doing business with a brand due to a poor customer service experience.

Furthermore, in the Institute of Customer Service's annual UKCSI  index, it was established that the complaint handling process was pivotal in determining what it is that customers value as most important when evaluating an organisation.

Whilst many organisations have formal complaint processes in place, few fully understand the complaints handling journey their customers go through with their business.