Mastering Complaint Management: How to Turn Customer Dissatisfaction into Business Opportunities

Question: Name something that no business has complete immunity from.

Answer: Customer complaints.

Indeed, it’s an inescapable truth. No matter how well-polished your products and services and customer experience are, there will always be moments that slip through the cracks. That’s not to say all complaints represent bad news, though. Of course, the business of handling and dealing with complaints is never going to be easy or enjoyable for anybody involved. Yet they do harbour an untapped goldmine of opportunity for learning that can power real, meaningful organisational change. The brands that overlook these opportunities risk falling out of touch with their market and the expectations of their audience.

For BT Group, this is never going to be a problem. And in this interview, BT Group’s Head of Complaints Operations Rebecca Harvison tells us why. She speaks with our Industry Analyst Simon Hall about an assortment of topics including the training she offers her frontline staff, how and where her team fits into the larger customer strategy at BT Group, the technology journey she’s on, and the make-up of her award-winning Abusive Customer Programme.