CCMA: 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.
For more than 30 years, the CCMA has been dedicated to supporting contact centre leaders. We push ourselves to do more for our thriving membership base, which is the largest community of industry professionals in the UK.
The CCMA was founded with the goal of sharing best practice and networking to improve skills and knowledge in order to progress contact centre operations – and we live by that to this day.
We give those who work in contact centres the chance to discuss ideas and share experiences through member-only Special Interest Groups and online and in-person events. Member organisations are invited to become Accredited through the Contact Centre Standards Framework and get independent guidance on where they can improve. There is the opportunity to compare operations against industry standards and 25+ KPIs, via our annual CCMA Benchmark.
Our training arm, CCMA Academy gives contact centre professionals at all levels a structured learning opportunity to support both personal and professional development for the benefit of their operations. We also celebrate the progress our industry is making through the UK National Contact Centres Awards. Those that win go on to share their stories through channels such as the UK National Contact Centre Conference, Best Practice Visits and CareerTalk, while also providing input into our Special Interest Groups and other events.
