The return from vacation leaves much more than good times, gifts and hearty meals. According to the study "Risks and accidents in Spanish homes" by Línea Directa and a client study on car accidents by Fundación Mapfre, there is a significant increase in accidents and claims during the Christmas season.
From car insurance, health insurance, loss of luggage and protection of homes against fire and theft if the person is absent, the increase in incidents therefore means a relative increase in the number of claims and complaints to be handled by insurance companies.
During complaints management the most important challenges to be solved tend to be to really understand the voice of the customer, to act with transparency, to reduce the volumes of complaints, to reduce costs and to minimize the number of incidents.
This requires a thorough analysis of all the causes and factors that have contributed to the incidence or dissatisfaction of the client. This involves reviewing customer relationship processes, data collected in forms, and interviews. However, to get to the root of the problem and find the black thread, sometimes this data by default is not sufficient and does not reveal underlying causes or details that we have omitted. This is where unstructured data comes in.
What is unstructured data?
Unlike structured data that is stored in traditional databases such as customer files, CRMs and tabulated information according to standardized processes, unstructured data can come from unofficial data sources such as e-mails, phone calls, customer chats, forums, social networks and process logs.
If the basis of good management and follow-up with a client is based on knowing their specific needs and really listening to their voice, the exclusive use of structured data would be wasting a great deal of information that is valuable for making good and reliable decisions.
How can you handle complaints?
Using a new approach in which structured and unstructured data are used, all information is condensed in one place in an accessible and user-friendly manner. In addition, this model assumes an adherence to existing CRMs without being invasive or replacing them, thus resulting in a synergy of information to be analyzed.
Some of the achievements that this approach allows are the identification of barriers and problems, using already existing information, identifying current and/or future needs and being able to establish replicable processes and methods step by step.
As we can see, having the knowledge of the real cause and root of the problem gives us the advantage of really understanding our client. Specifically by identifying the root cause of the complaints, processes can be corrected to prevent the problem from recurring in the future and thus provide transparency, confidence and thus added value to the company as it improves customer satisfaction which as we know is essential for a company.
