Business 18 www.aftermarketonline.net DECEMBER/JANUARY 2025 The arrival of a new year often brings resolutions and the desire to bring new ideas and a different approach to the coming year. Customer complaints often have a negative connotation, and while no businesses like receiving negative reviews about the service they provide, they can often be a motivation for positive change. Disputes can serve as a key source of learning and act as a powerful prompt to explore new ways of doing things for the better, which otherwise may not have been considered or immediately evident. This is especially relevant if processes have been embedded in company policy and gone ‘unchallenged’ for some time. As well as doing their upmost to resolve complaints, garages adopting a proactive approach to disputes, can reap several key benefits, which we will now explore. Creativity and innovation Customers highlighting potential issues may drive the introduction of creative solutions and new ideas to address the problems brought to light, and further improve the standard of work and service delivered. This can allow garages to be more competitive in a fast-evolving service and repair sector, and develop initiatives that allow them to stand out in their local area and beyond. Speedy complaint handling Complaints often provide unique ‘onthe-ground’ insight into customer needs and expectations, as well as where businesses could be failing. Businesses responding quickly, in line with clearly defined complaint handling procedures, helps diffuse the immediate issue, and improve consumer trust and loyalty in the longer term. In fact, customers who see their concerns addressed swiftly and fairly from the outset, are more likely to become an advocate of the business i.e. recommending a garage to others via word of mouth, online reviews, and on social media, for example. This means that, with the implementation of timely and relevant solutions, the pendulum can swing from a customer being a fierce critic, to becoming a positive endorser and ‘flag waver’ of your business. Proactive communication Effective communication is imperative to resolving complaints. When businesses actively engage in open dialogue with the consumer, it provides an opportunity to get a better understanding as to what went wrong, and what solutions may be acceptable both for the business and the consumer. This also gives the best chance of bringing the case to a close, before the consumer reaches out to an impartial third party, such as The Motor Ombudsman, to engage in alternative dispute resolution (ADR). Thorough ‘test drive’ of procedures Consumer dissatisfaction can be a critical test of even the most welldesigned and established complaint handling procedures, and may reveal potential gaps or areas for improvement in existing processes. What was once deemed effective, may no longer be appropriate. By identifying weaknesses through customer feedback, businesses have the opportunity to refine their approach in order to help preserve robust customer relationships. Complaints can often highlight shortfalls in employee skills and performance. Therefore, using them as a basis for added learning and enrolment in relevant courses can help prevent issues from happening in the first place, or escalating into more significant problems that could ultimately compromise your reputation. Unique insights Complaints may initially appear as a setback, but are often valuable tools to drive improvements and staff development, and should therefore be embraced as they provide unique insights into customer needs and business shortfalls. By addressing and learning from them, businesses can strengthen their customer relationships, improve staff performance, enhance their products and services, and evolve to approach future challenges in a more effective manner. Visit www.TheMotorOmbudsman. org/join for more information about accreditation to our service and repair code. Why complaints matter Bill Fennell, chief ombudsman and MD at The Motor Ombudsman, looks at how embracing customer complaints can act as a catalyst for positive change for businesses
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