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The Importance of Complaints Management in Service Delivery

The Importance of Complaints Management in Service Delivery

  • Yara Chau • Sales manager at InSite

Mozambique faces a number of economic challenges that require innovative solutions and well-defined strategies. The provision of quality services is a crucial pillar for boosting economic development and attracting the interest of strategic investors. It plays a vital role in the country’s economic development, generating jobs and influencing key areas such as tourism, technology, health and education, among others.

Adopting good practices in the provision of services is crucial to guaranteeing customer satisfaction and loyalty and building a solid reputation. An essential element is effective communication, contributing to the correspondence between the services requested and those provided, establishing a consistent basis for a relationship of trust between the service provider and the customer.

Personalising services is an increasingly important practice, meaning adapting services according to needs, demonstrating a real commitment to meeting or exceeding customer expectations. This includes adjusting products, offering flexible options and taking customer feedback into account. Being empathetic and understanding the customer’s needs are other key elements to success. It is also important to be constant in the quality of the product/service provided. Establishing quality levels, continuously training staff and regularly reviewing processes are effective strategies for maintaining this consistency.

Concern for the customer experience is a key aspect. Creating a positive experience goes beyond the delivery of the core service and involves customer contact at all levels, from the ease of the contracting process to post-purchase support. Investing in technologies that improve the customer experience, such as customer service platforms and regular feedback, is an increasingly valued practice.

Providing services that fall short of customer expectations translates into dissatisfaction and can lead to complaints and loss of customers

One of the major challenges Mozambique faces is related to limited infrastructure, which has a significant impact on the provision of essential services and, consequently, on the business environment. Insufficient roads, power grids, telecommunications and other key infrastructures create significant obstacles, which affect not only the quality of life, but also the functioning of organisations, compromising efficiency in the delivery of products and services. In addition, companies face operational challenges due to the lack of robust infrastructures that guarantee a constant supply to meet customer needs.

Providing services that fall short of customer expectations results in dissatisfaction. This dissatisfaction can result in complaints, loss of customers and, eventually, damage from a legal, financial and reputational point of view, among others.

Culturally, and in general, there is no habit in Mozambique of complaining about poor service. Fortunately, however, there has been an upward trend in demand as the population has become more aware of their rights and has access to channels for expressing their dissatisfaction, such as social networks.

We believe it is important to have official channels through which we can voice our complaints to the regulatory bodies responsible for the various sectors of activity. Regulators should have the resources to manage complaints quickly, effectively and transparently.

In addition, operators should see this management as a process aimed at resolving a problem with a poorly provided service or a defective product, and the need to reverse the opinion expressed by the customer.

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Complaints management is a vital element in the smooth running of companies, playing a fundamental role in building solid relationships with customers and maintaining a positive reputation. Dissatisfied customers represent significant potential losses if complaints are not dealt with properly. Responding promptly and effectively to complaints offers companies the opportunity to turn negative experiences into positive ones, contributing to customer loyalty.

At the same time, complaints provide valuable information about areas that may need improvement. By analysing complaints, companies can make adjustments to improve the quality of their products and services, demonstrating a commitment to excellence.

Each market has unique characteristics, and complaints often reflect local expectations. Understanding and addressing them allows companies to better adapt to the needs of local consumers, thereby gaining a competitive edge.

In short, efficient complaint management not only meets standards and regulations, but also demonstrates the commitment of companies, which is crucial to building positive relationships with regulatory bodies and society in general.

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