Responding to Complaints with Style/Complaint Response Workshop

Brenda Cude (University of Georgia) offers hands-on exercises to attendees that will improve written communication skills.
Brenda Cude (University of Georgia) offers hands-on exercises to attendees that will improve written communication skills.

Brenda Cude, professor at University of Georgia in consumer economics, was back by popular demand to lead the group in a detailed presentation on how consumer affairs specialists can best respond to their constituents.  To create this session, Dr. Cude drew on her considerable skills and knowledge base and then conducted insurance-specific research—resulting in a session of great appeal to this diverse group.

Preparing to write:  Content, content, content
Cude presented participants with detailed content about how to prepare to write and how to get the content right—noting that frequently more attention needs to be placed on preparation of content to best serve the consumer.  She cautioned that all content should be gathered from the consumer or audience perspective.

Further, she offered what every communicator needs to accomplish—before the response is crafted.  Here’s where the work begins by:

  • Knowing and working toward meeting the deadline—note it and work toward it—but if responder cannot meet a deadline, that deadline should be renegotiated as soon as possible.
  • Gathering information necessary to pull together an accurate response—find areas to streamline including approvals, updated contact names, DOI requirements.
  • Identifying areas where those who are specialists in writing or specialists in the complaint subject matter to which you are responding can be used.
  • Reviewing of all relevant information to really figure out the situation.  Busy and speed to respond are not reasons for poor research.
  • Working to separate fact from emotion when reviewing consumer complaints.  Try to know all conversations that have occurred regarding any specific complaint.
  • Taking the time to create an outline what is necessary to communicate in the response letter—if a DOI provides an outline, use it.  Make sure the information is returned in the same order asked.

Cude shares a variety of resources, tools and guidelines to attendees.
Cude shares a variety of resources, tools and guidelines to attendees.

When writing: Be clear, concise and correct
Here are some tips on how to accomplish just that…

  • Use Bottom Line Up Front concept (BLUF), or most important information at the beginning to keep audience attention.
  • Use headlines and bullets.
  • If esoteric or contract language is used, make sure language is explained such that this consumer audience can understand it.  Eliminate jargon.
  • If company or DOI is wrong – acknowledge, correct and apologize.
  • If stuck – request a trusted advisor to review comments or take a break and go back.

Eliminate passive voice—meaning put the actor in the subject—because active voices are easier to understand.

The very best guidelines
Cude noted many, many guidelines are available from a wide variety of sources.  She streamlined her comments to distill what, in her opinion, are the very best guidelines to follow for immediate improvement for responding to complaints.

  • Enclosures should be reviewed carefully for importance. If enclosures are large, make sure receiver is notified.
  • Avoid redundancies.
  • Lose the jargon.
  • Keep things simple, avoid repeating words and ideas and don’t overuse descriptive words.

Workshop:  Lessons learned
Knowledge gleaned, participants then engaged in a workshop to determine skill level and review information.After the first pop quiz, Cude took the pulse of the group by asking how everyone felt—and the answers ranged from frustrated to annoyed.  The group then focused on letter-writing activities, the first reviewing correspondence between consumers, DOIs, and noting where the correspondence missed the mark.  Then, the group edited an actual letter.

How would you make this letter better?
Following is the letter the group worked on; call-outs indicate actual edits.  Ready to perform your own editing exercise?  Tip:  The main point is to remember your audience, ask yourself, how will this be used? Now, how would YOU improve this letter?Life and Health Complaint Analyst
Department of Insurance
Consumer Services
1234 Mail Street
City, State   ZIP

Dear  xxxx:

This is in response to your recent inquiry to the Department of Insurance received from Client Name.

This policy was originally issued in this state to Client Name  on December 28, 1989 by insurance company.  The policy was issued as Business Life Insurance Policy #Cxxxxx1B to Roberta G as
insured and owner, under Group Policy #Bxxx7 owned by the Board of Education.

The complaint indicates that the company does not want to pay out the death benefit proceeds.  The company was notified of the insured’s death on February 7, 2011 by phone.  February 10, 2011 we sent an initial Claimant Statement letter and claim forms to the initial caller David G…at address.  This letter also advised that we were still researching our records to verify the beneficiary.  February 15, 2011 David G called and spoke with a Customer Service Representative with questions regarding the claim form.  February 16, 2011 we received faxed documents from Mr. G which included a Claimant Statement form completed by Frances G III, the son, filing in the capacity of an individual, with copies of the death certificates for Client name, the insured and Francis G, Jr.  After further review of the files, it was noted that there was a beneficiary change processed June 23, 1997 changing the beneficiary to the Roberta G Trust.  February 18, 2011 The company sent an acknowledgement of death letter addressed to the Roberta G Trust, to the attention of David G, requesting requirements, the Claimant Statement form completed by the Trustee(s),  a certified copy of the death certificate for the insured, Trust Documentation, and a W-9 form to be completed for the Trust.  February 25, 2011 a company Customer Service Representative noted to the file she had spoken with Mr. G and he had received our Claimant Statement package and requested our fax number.

February 25, 2011 The Company received a fax cover letter a copy of the W-9 completed by Francis G III.  March 2 2011, The Company sent a capacity withdrawal letter requesting the correct capacity as Trustee and requesting a certified copy of the death certificate for the insured, along with the claimant statement to be completed by the Trustee(s) of the Roberta G Trust and a copy of the trust.  March 7, 2011 a company Customer Service Representative noted Mr. G called with questions on the claim form.

March 9 2011 via Federal Express we received the capacity withdrawal statement letter, a claim form completed by Francis G III, filing as Trustee, and the Trustee Certification Form that was not fully completed.  We also received in the same package a certified copy of the death certificate for Roberta G, and the Withdrawal statement signed by Francis G III, accepting he was not the beneficiary, but the Trust was named as such.  March 17, 2011 The Company sent another letter requesting the requirements still needed as the completion of the Trustee Certification page of the claimant statement, the Trust documents and a W-9 for the Trust.  We are waiting the above mentioned requirements to pay the claim to the named beneficiary, the Roberta G Trust.

If you have any further questions, please feel free to contact me toll-free at 800-xxx-xxxx, extension xxx or directly at xxx-xxx-xxxx.

Sincerely,

Click here to see how the group chose to make changes. Comments indicate how those in attendance would have improved the letter.

Lessons learned
Cude led robust conversation and interaction between all participants. Between the presentation and immediate application of skills, Cude’s presentation provided lasting information to enhance every professional present.  Cude pointed out any organization can find more resources in the area of mastering the art of writing—from online to in-person training options.  She encouraged all to find the resources necessary and engage in behaviors that provide consistency and good information to consumers and departments.

CONTACT INFO

Brenda J. Cude
Professor, Department of Housing & Consumer Economics
University of Georgia
205 Dawson Hall
Athens, GA  30602
706.542.4857
bcude@uga.edu
www.uga.edu

PRESENTATION

Click here to view Cude’s presentation


 

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