Collector – October 2019 - 26

MANAGING COMPLAINTS

"You don't want to
put a lot of effort
into improving your
search results and
then, once you
achieve your goal, let
go of it. You need to
actively manage it."

26

If companies fail to tell their own
story, someone else will do it for them.
In any consumer-oriented industry,
that story will undoubtedly involve
unhappy people who want to be heard.
Their quickest and easiest recourse
for voicing their displeasure comes via
countless complaint portals, review
websites and social media forums.
"Those of us who answer
complaints know that they're not
always completely factual and tell
only one side of the story," Ciskey
said. "So, responding is important
because you can provide your side of
the story as much as possible without
providing third-party disclosure.
That response starts the process of
telling our story."
The CFPB and Better Business Bureau
manage the most prominent complaint
portals affecting accounts receivable
management companies.
Public information viewable
on the CFPB portal includes
the consumer's complaint
as submitted, whether the
business provided a timely
response and limited options
for the company to offer a
public response.
The BBB posts the consumer's
complaint, the company's
response and a determination of
whether the BBB considers the
matter resolved.
Responding to complaints
quickly is essential. Not only does
timeliness demonstrate to regulators
that you take complaints seriously, but
it also helps deescalate problems before
they grow.
"How often have you ended up with
a lawsuit from an unhappy consumer
only to find that they sent in a CFPB or
BBB complaint previously?" Williams
asked. "If you don't respond quickly,
that's when you often end up with worse
issues. If consumers feel heard, they're
going to be a lot less mad at you."

When writing complaint responses,
agencies should consider not only the
reaction of the complaining consumer, but
also regulators. Each response provides an
opportunity to demonstrate your agency's
approach to compliance.
"When you respond, make sure your
compliance shines through," Plunkett
said. "Address the consumer but also the
regulators who may be reading so they can
see your compliance measures."
It's also useful to track and analyze
complaint data. Look for trends, provide
insight to management and address
operational issues or system glitches that
are contributing to complaints.

ONLINE REVIEWS
Consumer review websites and social
media forums allow everyone to have
a voice. They are also often the source
of first impressions for job candidates,
elected officials and anyone else
researching your company.
Monitoring and responding to
comments made on those sites
demonstrates that the company takes
complaints seriously and cares about
resolving them.
Even if an agency is unable to provide a
thorough response because of third-party
disclosure limitations, any reply can have a
positive effect. Simply thanking consumers
who raise an issue and asking them to
contact a designated person at your agency
for resolution assistance demonstrates a
goodwill effort to help.
"Even if a complaint or negative
review is posted anonymously, you can
often figure out who wrote it from the
details given," Badger said. "Reaching
out to that person and defusing the
situation can result in a follow-up post
[by the consumer] saying the company
helped them."

PLAYING OFFENSE
Complaint responses are important
but they represent only one piece of the
online reputation management puzzle.
Agencies also need to play offense,

ACAINTERNATIONAL.ORG


http://www.ACAINTERNATIONAL.ORG

Collector – October 2019

Table of Contents for the Digital Edition of Collector – October 2019

President’s Page
Industry News
Best Practices
FYI
Collection Tips
Accessibility From Every Angle
Information Transformation
Calendar
Honor Roll
Education Spotlight
Behind the Name
A.I. is Transforming Compliance. Are You Ready?
What to Watch in 2020
ACA’s Industry Advancement Program Provides Amicus Support in Key FDCPA Statute of Limitations Issue
ACA SearchPoint
Ad Index
Membership
Last Word
Collector – October 2019 - Cover1
Collector – October 2019 - Cover2
Collector – October 2019 - 1
Collector – October 2019 - 2
Collector – October 2019 - 3
Collector – October 2019 - 4
Collector – October 2019 - President’s Page
Collector – October 2019 - Industry News
Collector – October 2019 - 7
Collector – October 2019 - 8
Collector – October 2019 - 9
Collector – October 2019 - Best Practices
Collector – October 2019 - 11
Collector – October 2019 - FYI
Collector – October 2019 - 13
Collector – October 2019 - Collection Tips
Collector – October 2019 - 15
Collector – October 2019 - 16
Collector – October 2019 - 17
Collector – October 2019 - 18
Collector – October 2019 - 19
Collector – October 2019 - Accessibility From Every Angle
Collector – October 2019 - 21
Collector – October 2019 - 22
Collector – October 2019 - 23
Collector – October 2019 - Information Transformation
Collector – October 2019 - 25
Collector – October 2019 - 26
Collector – October 2019 - 27
Collector – October 2019 - 28
Collector – October 2019 - 29
Collector – October 2019 - Calendar
Collector – October 2019 - Honor Roll
Collector – October 2019 - Education Spotlight
Collector – October 2019 - 33
Collector – October 2019 - Behind the Name
Collector – October 2019 - 35
Collector – October 2019 - A.I. is Transforming Compliance. Are You Ready?
Collector – October 2019 - 37
Collector – October 2019 - What to Watch in 2020
Collector – October 2019 - 39
Collector – October 2019 - 40
Collector – October 2019 - 41
Collector – October 2019 - ACA’s Industry Advancement Program Provides Amicus Support in Key FDCPA Statute of Limitations Issue
Collector – October 2019 - 43
Collector – October 2019 - ACA SearchPoint
Collector – October 2019 - Ad Index
Collector – October 2019 - Membership
Collector – October 2019 - 47
Collector – October 2019 - Last Word
Collector – October 2019 - Cover3
Collector – October 2019 - Cover4
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