It’s unlikely that you will find an Operations executive not concerned with capturing the Voice of the Customer (VOC). VOC has been a highly useful strategy in helping Operations functions align themselves better with what the customer wants and needs. However, VOC strategies rest on a big assumption: that you are capturing a representative sample of customer voices.

Some of our recent research shows that a high percentage (up to 90%!) of dissatisfied customers–those whose voices are the most important–actually never complain. We think of these customers as the “hidden dissatisfied”: something about their experience has made them unhappy, and they are likely to act accordingly, by switching institutions, spending less at their institution, or telling their friends about their bad experience. The only people they are not telling are their financial services providers.

Clearly firms should make more of an effort to uncover these hidden dissatisfied. The Co-Operative Financial Services (CFS) has recently taken several steps toward enabling customers complaints:

Change Customer Complaint Metrics and Goals. While most firms try to reduce their number of customer complaints, CFS tracks a different metric: the percentage of dissatisfied customers who complain. Their goal is to get this number as high as possible by getting any customer who has something to complain about to vocalize that complaint.
Make It Easier for Customers to Complain. CFS develops clear guidelines across service delivery channels that make it easy for customers to submit complaints in the moment. A lot of times, customers don’t complain about bad service because they have to go out of their way to do it.
Solicit Customer Complaints Proactively. CFS monitors post-service customer surveys for signs of potentially dissatisfied customers, like those who gave a low NPS rating. A team of trained service specialists then calls those customers to discuss sources of possible dissatisfaction, and what CFS can do to address them.
Learn more about how CFS enables customer complaints, as well as ways to implement service recovery strategies once customer dissatisfiers have been identified.