How do you monitor customer complaints that are published online?

Hi everyone,

How do you currently monitor the customer complaints that are published online, either as product review on E-Commerce site in a social media channel? Or do you monitor these at all?

Would  be great to hear your views.

Thank you!

Best, Ashley9

Hi everyone,

 

How do you currently monitor the customer complaints that are published online, either as product review on E-Commerce site in a social media channel? Or do you monitor these at all?

 

Would  be great to hear your views.

 

Thank you!

 

Best, Ashley9

Hi Ashley, 

All customer complaints despite the origin should be logged together as part of your quality management system, you need to be aware of all complaints, it may help you trend them or identify an issue. I would suggest that within your trending database you add a section in to demonstrate the origin of the complaint i.e. Email/Phone/Social Media/Letter etc. And its also worthwhile adding a column to demonstrate whether the complaint is justified or not justified. An example of a not justified one would be, that they didn't like the flavour, this can be classed as personal preference. 

Hope this helps

I definitely think it is worth monitoring and recording them, but I'd be cautious about exactly how that was done - given the very variable quality of such things, I'd be a bit wary about putting such data straight into the main complaints system and risking skewing "real" complaints data.

My approach would be to log each one, use the relevant platform to make contact with the complainant, and determine actions from there - if you can get legitimate detail to substantiate the complaint (traceability information, proper detail about the issue etc) then I'd transfer into your normal complaints system. In the absence of such information I'd just keep it in a separate record of unfounded/questionable "noise". You can still do some trend analysis etc on it to look for potential real issues, but equally if it's just anonymous postings on review sites etc I'd still be sceptical unless it's something that you can verify from other sources and/or your own testing.

I wouldn't log the complaints unless there is specific and sufficient information where it can be considered actionable.  That is something for you to decide.

I've also logged ALL complaints before and categorized as actionable, non-actionable, or requires corrective action.  

It really is up to you.  You just want to be aware of anything significant and any trends that may develop.