Utilising complaints data to drive learning and improvements

Utilising complaints data to drive learning and improvements

By Anthony Eghan, Business Development Manager, Civica

Complaints and root cause analysis data can be a valuable resource for organisations seeking to drive improvements and growth. Whist some organisations view complaints as a necessary evil, they can actually provide a wealth of information about areas where the organisation is falling short and identify opportunities for meaningful learning and improvement.

Root cause analysis (RCA) is a method of problem-solving that aims to identify the underlying causes of a problem, rather than just its symptoms. By applying this methodology to complaints data, organisations can gain a deeper understanding of the issues that are driving customer dissatisfaction and develop targeted solutions to address them.

The Financial Conduct Authority (FCA) recently published findings (December 24) of their targeted thematic review into a number of firms’ approaches to complaints and RCA Complaints and root cause analysis: good practice and areas for improvement | FCA. The findings set out many areas of good practice, along with areas for improvement.

One of the key benefits of using complaints and root cause analysis data to drive improvements is that it allows organisations to focus on the issues that are most important to their customers. By analysing the types of complaints being received, organisations can identify patterns and trends that may indicate a systemic problem or area for improvement. This can help to prioritise efforts and resources, ensuring that the most critical issues are addressed first.

As an example, an organisation that receives a high volume of complaints about long waiting times for customer service may use root cause analysis to identify the underlying causes of this issue. They may find that the problem is due to inadequate staffing levels, inefficient processes, or a lack of effective technology. By addressing these root causes, the organisation can develop solutions that will have a meaningful impact on the customer experience and reduce the number of complaints received.

Another benefit of using complaints and root cause analysis data is that it can help organisations to identify opportunities for learning and improvement. By analysing the types of complaints that are being received, organisations can identify areas where staff may require additional training or support. For instance, if an organisation is receiving a high volume of complaints about product quality or a service they are offering, they may use root cause analysis to identify the underlying causes of this issue. They may find that the problem is due to a lack of effective quality control processes, or inadequate training for production/service staff. By addressing these issues, the organisation can develop targeted training programs that will help to improve product/service quality and reduce the number of complaints received.

In addition to identifying opportunities for learning and development, complaints and root cause analysis data can also be used to drive improvements in processes and systems. By analysing the types of complaints that are being received, organisations can identify areas where processes may be inefficient or ineffective. For example, an organisation that receives a high volume of complaints about billing errors may use root cause analysis to identify the underlying causes of this issue. They may find that the problem is due to inadequate testing of the billing system or a lack of effective quality control processes. By addressing these issues, the organisation can develop solutions that will improve the accuracy and efficiency of their billing processes and reduce the number of complaints received.

To get the most out of complaints and root cause analysis data, organisations should consider the following good practices:

• Establish a clear and effective complaints handling process that ensures all complaints and feedback are easily recorded and tracked

• Use root cause analysis to identify the underlying causes of complaints, rather than just addressing the symptoms

• Analyse complaints data to identify patterns and trends that may indicate a systemic problem or area for improvement

• Prioritise efforts and resources based on the types of complaints that are being received and the impact they are having on the organisation

• Develop targeted solutions that address the root causes of complaints, rather than just treating the symptoms

• Use complaints and root cause analysis data to identify opportunities for learning and development and develop targeted training programmes to address these issues

• Continuously monitor and evaluate the effectiveness of solutions, and make appropriate adjustments as needed.

Complaints and root cause analysis data can be a powerful tool for driving improvements and growth in organisations. By using this data to identify meaningful learning opportunities and develop targeted solutions, organisations can improve the customer/service user experience, reduce the number of complaints received, and drive long-term success. By following the good practices outlined above, organisations can get the most out of their complaints and root cause analysis data, and use it to drive meaningful and lasting improvements.

Organisations may also consider the following steps when looking to implement a complaints and root cause analysis solution:

• Develop a clear and effective process for logging and tracking all complaints and feedback

• Configure functionality for effectively reviewing complaints data and identifying patterns and trends

• Assign a person or team to be responsible for undertaking root cause analysis

• Develop a process for prioritising efforts and resources based on the types of complaints that are being received

• Configure functionality within the existing complaints system, or introduce a new complaints solution like Civica’s iCasework for developing and implementing targeted solutions that address the root causes of complaints

• Continuously monitor and evaluate the effectiveness of actions identified. Ensure these actions are assigned to the appropriate business area and monitor/track that the actions are implemented to deliver the needed improvements to the organisation.

By following these steps and using complaints and root cause analysis data to drive improvements, organisations can create a culture of continuous learning and improvement and drive long-term success.

For further information about how Civica can help your organisation, or for case studies detailing how our existing customers are realising the value of a Civica complaints and case management solution, please contact the team at Civica Case Management | Civica.