COMPLAINTS AND SUPPORT SYSTEM – how to take control of complaints in your organisation?

„Customer is THE KING, and I am the servant“! Jeff Bezos

Regardless of how perfect your service or product, complaints are unavoidable. This is the nature of any customer-focused business. If you are the company owner, you know that it is generally wise to promptly and effectively reduce customer complaints. There will always be dissatisfied customers. It is not possible to please every individual, but it is also unpleasant to hear negative feedback about your business.

Virtually no complaint is unique. If one customer has expressed a certain dissatisfaction towards a product or service you offer, there are likely many others who are also unsatisfied, but are inert and simply don’t do anything about it. Those customers will simply leave you. Therefore, by resolving one type of complaint, it is possible to preventatively act towards the rest of the consumer public.

Customer support teams should not fear negative feedback. In reality, customer complaints can be a valuable opportunity to learn, meaning that they can indicate security issues and compliance issues with the regulations, and as such, these complaints need to be dealt with on time. Optimising the customer complaint system can help manufacturers to more quickly respond to customer complaints and to better abide with quality standards.

SAP Service Cloud – smart system for resolving complaints

Many organisations face issues that involve managing a large number of complaints. Service agents spend a great deal of time manually classifying reports, creating long wait times and increasing demand on customer service. The SAP Service Cloud offers a solution on how to respond to these issues. SAP Service Cloud is a part of the SAP Customer Experience portfolio that is focused on the customer. All tools and platforms in the cloud are integrated into a single interface, meaning that agents no longer need to switch between screens to resolve their tasks. Via the SAP Customer portal, customers are offered a multi-channel service experience, regardless of whether they are on a mobile phone, table or computer; they can send, review or edit their reports. Further, the installation of chat integration and chat-bots that understand customer demands allows long-term service processes to be automated.

Categorising smart complaints/reports allows you to:

Improve the effectiveness of service teams

Improve response time

Deliver the right service in the best way possible.

This aims to:

Increase agent productivity

Better assign priority to complaints

Automatically classify complaints based on machine learning (ML) and artificial intelligence (AI)

How does TICKET INTELLIGENCE function?

Historical data are taken from the existing complaints in the SAP Service Cloud and are used to train the machine learning model. The result is a predictive model for customers that enables automated report categorisation. In most cases, customers submit a complaint via e-mail. In that process, the report is automatically created and categorised into the SAP Service solution. Once the report is sent, the report (subject and body) is reviewed and compared against historically submitted reports. If the level of reliability is higher than the threshold set in the model configuration, then the predicted category will be copied into the appropriate field based on your configuration. The more structured the data in the fields, the most accurate the prediction.

A condition for the use and development of the prediction model is that reports received during the last 12 months are used, and it is necessary to meet the quota of < 1000 reports in order for the functionality of machine learning to be fully functional. It is also necessary to have a SAP Service Solutions Enterprise licence.

Social Customer Service in the SAP Service Cloud solution

Today, customers expect that the organisation will be present on at least one social media channel – and most likely on several. Customers and potential clients will try to directly enter into interaction with companies on those channels in order to seek answers to their questions or demands. Increasingly often, we see that companies are considering themselves responsible, especially on the basis of public perception. Take for example the new Regulatory Guidance 271 (RG 271) that was implemented in early October 2021 in Australia. Starting on 5 October 2021, all financial companies in Australia are required to respond within 24 hours (1 working day) to any complaints filed on social networks or platforms for digital communications, or they risk significant fines. It is not difficult to assume that this type of oversight will likely soon be accepted by many other industries, and countries.

The SAP Service Cloud enables you to communicate with your clients via Facebook, Twitter and other social media channels. Additionally, the system allows you to automatically create reports on the basis of received messages or posts. This solution enables your agents to have full access to historical data while processing future reports, making it faster and easier for them to respond to clients.

Some of the advantages of the integration of social media in the SAP Service Cloud are:

Receipt of messages via all channels and automatic report creation

Instant response via the SAP Service Cloud

Automatic forwarding the report to the appropriate teams

Sentiment analysis – determining customer satisfaction through positive and negative feelings

The figure shows the process by which a customer requests assistance from his bank via Twitter because his wallet was stolen. In the SAP Service Cloud, the report is automatically escalated. At that moment, the agent already knows the customer’s information, sees that the report has a high urgency priority, and can immediately block the credit card.

Analysis
Managing complaints does not only involve processing and handling complaints, but also requires constant improvement of internal processes by employees. These improvements are only possible by understanding the trends of your activities in handling complaints. By using the SAP Service Cloud with adjustable supervisory panels and reporting, it is possible to better organise your data and gain insight into the speed of handling complaints, frequency of occurrence of a certain complaint and other key success indicators. The SAP Service Cloud system also provides an important supervisory panel for every customer, keeping the focus on quality, teamwork, case load and monitoring social media.

Advantages of using the SAP Service Cloud solution:
66% fewer calls needed to resolve customer issues

20% faster resolution of customer inquiries

40% less time required to fill out service request

5x faster first response time

76% fewer reports when used with the solution SAP Knowledge Central

We are approaching the end of 2021, the pandemic is ongoing, and customer enquiries are increasing every day. Every complaint that is lost in the process and that is not adequately resolved risks becoming a further problem that will result in overall customer dissatisfaction. Customers will always be and will remain the main goal of the company, regardless of the type of business. In order to find out how the SAP Service Cloud can help organisations around the world to improve their customer experience, feel free to contact us!