Customer feedback process flow: Develop customer loyalty

Many companies are concerned with managing their production processes or delivering services in the best possible way. However, when it comes to after sales support and the customer feedback process flow, they end up neglecting these important practices.

Well-served clients advertise your business positively. This is even if they only get in contact to complain, as long as you resolve their problem quickly.

On the other hand, clients that need to wait too long for attention or consider that the customer service process is inefficient, will speak badly about your company to many people.

In this post, see how to put together a customer feedback process flow that’s efficient and effective. This will allow your organization to experience better results.

Also see: Customer service process flow chart: Ready to use!

Knowledge: the basis of the customer feedback process flow

Cloud-based software and extensive telephony infrastructures can help your customer feedback process flow, but if your customer service team fails to deliver the right response to the demands of the public, none of this will work.

For this, you must initiate a continuous learning process so that each new problem or problem you solve creates a procedure that you can incorporate into your knowledge base and make available to all.

Here’s how to do it in a practical way in your company. Use this organized and well-designed customer feedback process flow.

1- The customer triggers the service

This process always begins with the demand of a customer. This can be received via email, chat, phone call or other forms of contact.

If the attendant knows how to solve this question, they should do so immediately, using the available database, which lists the procedures determined for this.

If they don’t know, they should escalate the service to a second level, triggering a more senior attendant.

2- Second level of service

At this level, the attendants are more capable and can eventually resolve customer demand.

If this isn’t possible, that is, if the second level attendant diagnoses that this is an unknown problem, which isn’t in the database, they must perform two procedures:

  1. Provide an estimate of when they will solve the problem
  2. Initiate the search for the solution of this new problem immediately

It’s important to emphasize that if the solution takes longer than you expect or if there is an issue with the customer’s experience, you must notify the client in advance and activate a contingency. This way the customer isn’t left without their product for too long.

This kind of providence can minimize damage to the customer’s experience with your company.

Check out more details on this topic by reading this blog post: Retain Customers Through End to End Customer Experience

3- Adding the new solution to the company’s knowledge base

At this point the customer feedback process flow must be able to take the steps necessary for its continuous improvement.

Once the attendant defines the new solution and solves the customer problem satisfactorily, they must document and include this in the company database and make it available to the attendants on both levels.

Often the solution is less complex than you might think. In the case of a repeat issue with another client, the first-level clerk can resolve it quickly.

Continuous improvement of the customer feedback process flow

This process doesn’t stop here. The larger goal is that the first attendant can resolve more and more occurrences without escalating the matter.

This is because, over time, these attendants are becoming more and more experienced with regard to occurrences.

You can even get to the point where the first level attendants solve more complex procedures, which previously only the second level attendants were able to do. This will lead to higher customer satisfaction through better efficiency.

See more tips on keeping customers happy by reading this article from our blog:

Nonconformity control: Increase customer satisfaction

Each company has different points of contact with its clients, besides the most varied types of recurring ones, according to the industry in which it operates or its audience type.

It’s therefore very important to model service processes that best fit these characteristics. Process modeling software is the best way to be able to determine a workflow appropriate for your company’s customer service procedures.

HEFLO is a free, cloud-based BPMN modeling tool which can be very useful for projects like these.

And if you want to know more about this, to model processes more efficiently, download our free e-book: The BPM Cookbook

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