Many B2B companies have long recognized the importance of a properly functioning complaints management system for their long-term success. On the one hand, complaints reveal technical, organizational or human weaknesses, while, on the other, a modern complaints management system uses complaints as an opportunity to enter into a dialog with the customer and potentially transform a dissatisfied customer into a satisfied one.
The professional handling of complaints is one of the most important prerequisites for customer satisfaction, retention and loyalty. B2B e-commerce apps help in optimizing complaints management and providing added-value digital services.
A study conducted by management consultants Accenture showed that, by 2020, shopping experience will be the key differentiating factor – ahead of product and price – for B2B e-commerce companies. Complaints and returns are critical for business customers and blunders in B2B e-commerce are not forgiven so easily. B2B customers who had a bad e-commerce shopping experience are usually no longer willing to do business with the same retailer. This is not surprising, as trust and reliability are among the most important customer retention instruments in B2B e-commerce.
What needs to be done? Mistakes are committed in e-commerce too. However, the way in which they are remedied is decisive. Especially during the initial stages of a complaint, the damage can often be limited. Initiating countermeasures immediately and responding promptly to a complaint are therefore essential. A sophisticated complaints and returns management system with a high level of automation offers customers a prompt solution and can also signify considerable cost savings for suppliers.
Direct data acquisition and swift processing with the e-commerce app
The e-commerce app from ieffects optimizes not only the ordering process and shopping experience but also internal complaints management processes and digital customer service. Thanks to the e-commerce app, customers can directly lodge a complaint at any time, from anywhere. The customer enters his complaint over the relevant interface, uploads photos and sends them immediately to the right contact person.
Let us take an example of a plumber who is installing bathroom systems at his customer’s premises. As he is about to install the high-quality fittings, he discovers that they are faulty. This is certainly annoying for the plumber’s customer who was looking forward to his posh designer bathroom and for the plumber himself who unnecessarily loses time as he cannot get the job done and also has to apologize to his customer. The e-commerce app which the plumper normally uses for placing orders can now also be used for directly lodging a complaint. While still on his customer’s premises, the plumper takes photographs of the faulty fittings, enters all the information requested and can reassure his customer that all the necessary steps for finding a remedy have already been taken, that the complaint will be processed swiftly and that the job will be completed soon. Thanks to the offline capability of the ieffects app, these steps can also be taken in remote rooms and areas that have no access to the Internet.
All steps and complaint handling processes can be mapped in the app according to a company’s individual specifications. Standardized forms and a structured data query system simplify the handling process and make time-consuming follow-up questions redundant. An appropriate link to a particular order ensures that relevant information on the purchase and the product is collected immediately. This requires considerably fewer resources for data acquisition and allows the retailer to focus on prompt and customer-friendly transactions.
Modern complaints management with the e-commerce app offers benefits for businesses and customers alike and strengthens their business relationship. Professional B2B e-commerce apps not only improve the procurement process but also help providers to stand out from the competition and distinguish their products and services in many ways than merely on the basis of pricing.