In today’s competitive markets, providing excellent customer experience is paramount to company success. Changes in consumer preferences and expectations, as well as increased use of social media over the past decade, have made customer satisfaction even more central to quality management and fulfilling on the brand promise.
Complaint management is especially critical for regulated industries including CPG and Chemicals. Complaints may indicate serious safety and regulatory compliance issues that must be dealt with in a timely manner. Optimizing the complaint handling process can help manufacturers respond promptly to customer complaints and better comply with quality standards.
Stand-alone complaint management systems are disconnected, inefficient, and contribute to response delays. These systems are no longer sufficient to address today’s complex customer and quality needs. A unified customer complaint management system allows complaints to be linked to product data, corrective actions, and risk analysis, ensuring completion of actions and proactive issue management.
Here are 4 biggest reasons why your organization should adopt a unified complaint handling system:
With a disconnected system, bringing in the right stakeholders and efficiently managing content and data is difficult, causing delays in response and leading to a lag in identification of nonconformance and safety issues. If not addressed promptly, these delays can cause critical safety issues, customer frustration, and significant revenue losses.
For example, until last year, Proctor & Gamble subsidiary New Chapter conducted its complaint management through a mix of paper files and Excel sheets. This led to tracking inefficiencies and investigation delays. Today they use Veeva QualityOne, a secure, cloud-based quality and document management application with a complaint handling solution. Complaints are received directly in the system, where they are assigned to quality units for immediate investigation and linked to corrective and preventive action (CAPA) processes to address any quality issues.
An effective complaint management system does more than just help handle feedback from unhappy customers. A modern system also provides proper documentation for the investigation process and allows companies to link complaints to corrective actions, supplier quality, and provides the ability to re-assess risk.
Disconnected complaint systems leave a trail of papers and Excel sheets that can lead to miscommunications and data loss. Complaints that are lost in the process and not addressed adequately run the risk of continued product issues, recalls, and overall customer dissatisfaction.
A robust complaint system ensures thorough root cause investigation and effective corrective actions are completed preventing recurrence of the issue and further customer complaints.
It’s important to handle complaints quickly and effectively. Complaints can quickly pile up and be an unnecessary burden that waste time and resources. Failing to promptly resolve a serious product failure or quality issue can also lead to recalls and huge losses leaving a mark on the company’s brand promise, which can take years to fix.
Keep Your Customers Happy
Customers are the hallmark of any company’s success. Building customer loyalty can take years. If one customer submits a complaint, it’s likely that there are other customers experiencing a similar issue. Therefore, addressing a complaint promptly can help your company save more than one customer relationship.
Veeva QualityOne is committed to helping businesses build loyalty among their most valuable assets -- their customers.
Contact us to learn more about our complaint management solution that allows organizations to stay ahead of emerging customer and product issues.