The relationship of consumer information to complaints and other feedback

Complaints can often be symptomatic that information provided by the organisation is either:

Inadequate;

Doesn’t meet its users’ needs;

Is not visible;

Is difficult to access;

Is not written in plain language ;

Is not in a readable format; or

The format in which information is presented ( e.g. does it look like junk mail )

There are a number of essential elements or guiding principles an organisation should consider to ensure that there is effective communication/information on an ongoing basis regardless of the type of organisation. These include:

VISIBILITY:
how easy is it for consumers to find the sources of information? Accessibility: how easy is it for consumers to access the information? For example, are there multiple means of access such as phone, email, websites etc?

USABILITY:
This means having information provided in such a way that it is more useable and useful to consumers. Consider:

Making documents as short as possible;
Leaving out extraneous material;
Highlighting critical information;
Organising information in a logical way e.g. cascading the story from the simple to the more detailed;
Providing clear navigation around the document;
Using plain and direct language; and using a range of communication tools, including simple graphical illustrations.

FEEDBACK:
This means setting on place systems to receive information on customer information needs and on visibility, accessibility and usability on an ongoing basis.

Of course complaints are one way to tap into consumer needs but it is not the sole means. A complaints handling system that conforms to Quality Management: Customer Satisfaction--Guidelines for Complaints Handling (AS ISO 10002) should be established. Data collection and analysis can pinpoint where consumers have been misled, misunderstood or confused about information. When these inadequacies have been identified, rectification action can be undertaken.

One way to obtain feedback on these essential elements on an ongoing basis is to establish feedback mechanisms within the organisation made up of people with the necessary communication skills.

Feedback relating to current information needs may be obtained from sources including:

Customer feedback arrangements
Discussions with consumer groups & external dispute resolution providers
Staff
Regular management checks/monitoring Audits,
Complaints
Research

Customer feedback arrangements: these could include customer focus groups, or customer satisfaction surveys.

Discussions with consumer groups & external dispute resolution providers: consumer groups and industry Ombudsman have valuable data on information needs, format and accessibility issues.

Staff: feedback from staff, particularly customer contact staff, can come through the regular use of focus groups with expert facilitation. Another method of getting staff feedback is through the use of internal survey questionnaires.

Regular management checks/monitoring: regular checking and monitoring, such as mystery shopping, can ensure that information is meeting the essential elements.

Audits: audits undertaken by independent auditors can evaluate the performance of the information process. The audit could be undertaken as the Quality Management System audit where these exist.

Research: Processes for continuous improvement of information requirements and processes need to be set in place.
Continuous improvement activities could come about by:

Keeping abreast of best practices in both related and other industries, locally and overseas.
Membership and involvement in the activities of organisations that promote communication excellence.
Having a research and development mechanism for discovering current consumer information needs, material preparation and delivery
Having the appropriate technology to assist in discovering current consumer information needs, material preparation and delivery
Employing people who have experience and commitment to the continuous improvement of customer information and its delivery.
Employing lateral and creative thinkers.
Having a system in place for identifying process inadequacies on an ongoing basis with a view to ongoing process improvement. Encouraging innovation in information development, procedures and processes.

Given the extent of an organisations customer base and the need to keep them informed an organisation may want to consider employing an information designer. Information designers create and manage the relationship between people and information so that the information is accessible and usable by people. Such a person could:
Not only design information but also be responsible for implementation and monitoring management of information over the long term.

Ensure accessibility of information. The term accessible in this context covers ‘findability’. Accessible has another implication, one of inviting people in, being welcoming, open and approachable.

Ensuring that the information is usable.

Providing evidence that the information is accessible and usable to an agreed high standard.