Marketing, customer satisfaction and loyalty
Satisfied customers will follow you everywhere

Moncler and DKV don’t care about customer complaints

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Who said big companies are customer-centric and focused on customer satisfaction ?
Besides firms which tweak their satisfaction surveys to obtain better results (see the example of Belfius), others simply seem to ignore the basic principles that ensure satisfied customers. Handling complaints is one of them.

Moncler : how to NOT handle a complain

You all know Moncler. It’s one of the most successful high-end leisure fashion brand. It’s an amazing brand that has turned into a luxury icon.
I was once presented with a superb winter coat for my birthday. After 3 winters only it had some serious signs of wear and even holes on some part. Not really the kind of problem you expect from a luxury brand when you paid some 1500€ for a jacket.
I took a few pictures, sent them along with a tweet to @Moncler and guess what happened ? Nothing. A few days later I resent the same tweet and the same pictures with a furious comment : “too busy to answer loyal customers ?”. Guess what happened? Nothing.
As we explained in an earlier article, customers expect brands to answer complaints withing a matter of hours on social media. When you lodge a complaint with a luxury brand, you may expect that handling the complaint will be expedited. Yet, with Montcler, it doesn’t seem the case.

Conclusion : failed customer experience, unsatisfied customer.

DKV : how to not take customer insatisfaction into account

DKV is a private healthcare insurance company, proposing what are considered the best insurance coverages (and also the most expensive) I’ve already explained in another article why I didn’t want to use their mobile application.
Following a recent contact I had with one of their customer agent, I received a satisfaction survey to rate my “customer experience”. The satisfaction survey logically started with a Net Promoter Score (NPS) measurement and more precise questions followed on the different steps of the customer journey.
My experience had been terrible : unjustified reimbursement denial, more than 2 months to get my costs reimbursed, two unanswered complaints, no apology, and last but not least the costs reimbursed were lower than expected.
As a consequence I rated my satisfaction with the lowest grades possible and set my NPS to 1. It can’t get worse. The last question said : “can we get in touch with you if we have question”. I was happy to answer “yes” and was expecting to be contacted.
After 8 weeks, still no feedback. Rating my satisfaction was only for internal measurement goals and nothing got done to address my complaint and fix my problem. This is the worst that can happen and it’s aggravated even further by the high-end positioning of DKV.

Conclusion : bad customer experience and got the impression the company doesn’t really care about customer satisfaction.

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Author: Pierre-Nicolas Schwab

Pierre-Nicolas est Docteur en Marketing et dirige l'agence d'études de marché IntoTheMinds. Ses domaines de prédilection sont le BigData l'e-commerce, le commerce de proximité, l'HoReCa et la logistique. Il est également chercheur en marketing à l'Université Libre de Bruxelles et sert de coach et formateur à plusieurs organisations et institutions publiques. Il peut être contacté par email, Linkedin ou par téléphone (+32 486 42 79 42)

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