CCMA Circle: Using Technology to Understand the Customer Journey in Complaints Handling

In this CCMA Circle session, we explore why effective complaints handling is about far more than resolving individual cases. As customer interactions span multiple channels, touchpoints and agents, organisations face increasing challenges in building a clear and accurate view of the end-to-end customer journey. Unlocking this insight is key to improving outcomes and preventing repeat issues.

This session will focus on how technology and process innovation can support the capture, consolidation and interpretation of complaint journeys. We’ll discuss how tools such as speech and text analytics, AI-powered summarisation and journey mapping are being used to identify root causes, improve consistency and reduce manual effort, while ensuring outcomes remain accurate, fair and aligned with regulatory expectations.

Join the Circle discussion to share experiences, challenges and practical ideas for using complaints insight to drive continuous improvement, support better decision-making and move from reactive resolution to proactive experience management.