Categorising rail passenger complaints and why it matters

18th March 2019

Reducing customer complaints is something all companies want to prioritise; however, it can be extremely difficult to do so when one complaint can fall into many categories.

The ORR states that it is an obligation for operators to respond to 95% of complaints within 20 working days, which is why it’s imperative there is a robust system in place – one that can accurately categorise complaints and make it easier for operators to consistently meet the requirement.

Failure to respond in time can result in customers turning to social media to voice their concerns, creating more complaints and making it even harder to respond to them.

How does categorising complaints help?

When one complaint is made that falls into several categories, some operators have been forced to record the complaint several times in order to ensure the complaint can be added to all categories and actioned by all relevant team members. The result? Heavily skewed complaints data that doesn’t accurately reflect performance and makes it difficult to understand which problems are a genuine source of excessive complaints.

By using a CRM system, extra complaints which are falsely recorded can be eliminated, and all complaints can be sent to the relevant team straight away. This means customers can be responded to faster which will not only improve overall customer satisfaction but will save operators a lot of time and money, too.

Additionally, recording accurate complaints data is vital as extra complaints can unnecessarily have a negative impact on an operator’s brand.  So, minimising the amount of complaints should be at the top of the list to improve customer service.

How can Microsoft Dynamics 365 help?

With a heavy focus on customer service, Microsoft Dynamics 365 is designed using digital intelligence to help you understand the needs of your customers.

According to the ORR, passengers of CrossCountry trains were rated the highest in responding to complaints, not only by meeting the requirement to respond to 95% of complaints within 20 working days, but by handling both the process and the outcome better than anyone else.

By implementing a structured strategy centred around a system like Microsoft Dynamics 365, you can collect and analyse accurate data allowing you to understand exactly what each complaint means and in turn, operators have the ability to move to the top of the customer satisfaction chart, too.

How does customer service affect the overall success of a business?

Statistics claim that four out of five people would be more likely to repeatedly use or work with a business after receiving good service. It sounds simple, but the bottom line is that happy customers are the foundation of a successful and profitable business.

If you want to find out how Microsoft Dynamics 365 can help improve your customer service by categorising your complaints, click here.

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