Customer Complaint Management in Digital Environments
Keywords:
Customer complaint management, digital environments, challenges and opportunities, online systems, chatbots, data analysisAbstract
Objective: This study aimed to explore the challenges and opportunities in managing customer complaints in digital environments.
Methods and Materials: A qualitative approach was employed, with data collected through semi-structured interviews with 19 managers and experts in the digital services sector in Tehran. Data analysis was conducted using NVivo software, and data collection continued until theoretical saturation was reached.
Findings: The results showed that the main challenges in managing complaints in digital environments include rising customer expectations, the complexity of complaint processes, and lack of human resources. On the other hand, numerous opportunities exist in utilizing digital tools, such as online complaint management systems and chatbots, which can enhance response time and customer satisfaction. Additionally, the use of customer data for predicting complaints and improving processes was identified as a key opportunity.
Conclusion: This study revealed that despite the challenges, digital technologies can serve as effective tools for improving complaint management processes in organizations. The use of digital tools and data analysis can accelerate complaint response times and increase customer satisfaction. Furthermore, organizations should focus on training human resources and optimizing complaint processes.
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References
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