Customer complaints are costly, so here’s how to speed up yours

Frustrated by waiting hours to get your complaint handled? There are newer, quicker ways to speak up on customer service issues.

Time is money, the old saying goes, and this proves true every day as Australians spend hours waiting hold to sort out customer service problems.

Consumers were stuck on hold an average 7.2 hours each last year amid a spike in complaints, but there are ways to cut waiting times when dealing with an issue.

A new report from technology company ServiceNow says Australians spent a total 96.5 million hours on hold in 2022 – seven million more hours than in 2021.

Based on Australians’ median wage of $37 an hour, those customer service waiting times equate to $3.6 billion wasted.

PHONE DELAYS

Phone contact is the most common way to complain, the ServiceNow report says, with 83 per cent using this method despite it taking the longest time to get hold of someone – 2.2 hours.

An email takes 1.9 hours, online chat takes an average 1.3 hours, visiting a store in person takes one hour, and using a company’s app takes 0.9 hours.

ServiceNow head of customer workflow solutions Simon Bowker says the surge in customer complaints shows “peoples’ patience is declining, as is their tolerance for bad service”.

Waiting hours to get your complaint heard can be soul-crushing. Picture: iStock

“People are likely a little stuck in their ways when it comes to how they resolve their complaints, and some may believe that speaking to someone will help resolve an issue faster,” Bowker says.

“Yet the data is clear. Using a brand application and digital channels are the fastest methods to resolve an issue, with phone contact actually taking the longest.”

Bowker says while he has not personally put a dollar value on time spent waiting, “I’ve definitely put a frustration value on my time”.

“Ultimately, customers aren’t receiving the personalised service they want, and with cost-of-living pressures taking their toll, patience with bad service is declining, meaning complaints will soon turn into the great brand switch as customers take their business elsewhere.”

GIVE TECH A CHANCE

Bowker says his top tip for consumers is to give technology a go.

“Our research shows that not only are more people feeling confident with digital tools, but that using a brand app is twice as fast as trying to solve the issue over the phone,” he says.

“Embracing digital tools and changing the way we engage with customer service could save you from listening to hours of on hold music.”

A business’s Frequently Asked Questions web page can help you avoid long waiting times, Bowker says.

“Just 10 per cent of Australians try and find the information themselves first without contacting a company, yet potentially 50 per cent of issues could be resolved if customers read the materials made available to them.”

Moneysmart.gov.au says contacting a company is always the first step to deal with a customer service issue, but if it is not resolved there are other options.

The next step is to write a formal letter of complaint to the company, it says, and there are sample letter generators and complaint letter tools available online from the Financial Rights Legal Centre and the Australian Competition and Consumer Commission.

“If the problem is still not resolved, you can complain to an independent body.

ServiceNow's Simon Bowker

“Financial services, energy, water and telecommunications businesses all belong to an external dispute resolution scheme.” These include the Australian Financial Complaints Authority, Telecommunications Industry Ombudsman and state-based Ombudsman schemes for energy and water.

A new report by the Telecommunications Industry Ombudsman says complaints surged 9.9 per cent in the final three months of 2022, largely driven by the Optus data breach.

Ombudsman Cynthia Gebert says complaints about Optus increased 39 per cent.

“Privacy and the unauthorised disclosure of personal information are not the only issues for consumers,” Gebert says.

“We’re also handling an increased number of complaints from Optus customers about disputed termination fees, customer service problems, and failing to cancel a mobile service.”

RESOLVE A COMPLAINT FASTER

• Mirror the same language you see a company using to speed up response times.

• Examine a company’s Frequently Asked Questions (FAQs) page or its support forums.

• Provide both positive and negative feedback.

• Be honest – if you are considering taking your business elsewhere, say so.

• Don’t be afraid to use a company’s online tools and chatbots.

• Book a service call to avoid hours of hold music, or visit the company’s store in person.

Source: ServiceNow

Originally published as Customer complaints are costly, so here’s how to speed up yours