How to launch a complaints management system

THE CHALLENGE

Our challenge was to engage employees likely to deal with or manage a complaint to ensure the right customer outcome within a financial services organisation.

Encourage people to use a new online tool to capture complaints, feedback and compliments – a step-change in using a single system and standard way of working to improve the customer experience.

THE SOLUTION

Our solution was all about connecting complaints with the positives of listening to the customer, and educating people with a complaint versus feedback. We focussed on:

• Developing a strong identity that was visually appealing and thought provoking
• Launching a ‘virtual toolkit’ on the intranet for employees to download and print collateral locally to hold
  conversations and raise awareness of the new system
• Writing a series of people features on the intranet to share the benefits of the system
• Refreshing a dedicated intranet site as a central repository

THE OUTCOME

The outcome is that the system being used across the Group as a single repository of complaints and also as an opportunity to  identify ways to prevent issues from happening in the future. The system is a valuable repository for good news stories and customer compliments too.