What can complaints tell us that our other customer metrics can’t? If FCR is improving, should complaints be falling? If NPS is strong, why might customers still be contacting us repeatedly? And when our measures tell different stories, which ones should we trust?

In this CCMA Circle, we’ll explore how complaints insight can be connected with FCR, NPS, CSAT, repeat contact and customer effort to create a much richer picture of the customer experience. Rather than viewing complaints as a standalone measure or something to resolve once it reaches us, we’ll discuss how they can help uncover the story behind the numbers — identifying where journeys are breaking down, where customers are experiencing friction, and where seemingly positive performance metrics might be masking an underlying issue.

Bring your own experiences, challenges and ideas as we discuss how connecting complaints with wider customer and operational measures can help us spot problems earlier, understand root causes and turn customer insight into meaningful action.