When Amazon’s Jeff Bezos created an internal memo titled ‘Leadership Principles’, the first point he listed was titled Customer Obsession. He wrote:
“Leaders start with the customer and work backwards. They work vigorously to earn and keep customer trust. Although leaders pay attention to competitors, they obsess over customers.”
For business leaders and marketers, the phrase “customer delight” is not new. But customer obsession is slightly more. It refers to how each and every aspect of what a customer is saying and experiencing about your product or service makes a big difference to your internal operations. It needs to be captured and acted upon.
The loyalty of customers lies with those who not only provide them with a quality offering but also with the ones who respond very quickly when things go wrong.
While enterprises are certainly aware of this need to deliver high-quality customer service at all times, for some reason they are unable to operationalize this. Specifically, companies often struggle to do the following:
- Act swiftly to resolve a complaint and deliver a solution to the customer
- Prevent repeat occurrences of the same mistakes
- Using complaint data for risk management
- Take corrective and/or preventive actions with agility
- Collaborate with key stakeholders — across teams — to resolve complaints
- Derive insights for the future from complaints data
- Collaborate with a supplier, when resolving a complaint requires their support
- In regulated sectors, handling regulatory submissions around complaints is also a challenge
The only way to do this right is to embrace automation and digital transformation. A well-designed complaint management workflow, coupled with a flexible, scalable, and cloud-based complaint management solution is a no-brainer in today’s context.
In this Whitepaper, we focus on two specific aspects of complaint management:
- One, the role of a next-generation complaint management solution that enables data-driven collaboration and drives efficiency into the end-to-end process.
- Two, automating the process of regulatory submissions, especially in the Medical Device sector where adverse events have to be reported to the FDA.