How do you handle customer complaints?
Have you ever considered that a single complaint might actually represent dozens of dissatisfied students?
Or perhaps the parents of students who, for various reasons, did not speak up?
That's right! In most cases, dissatisfied people don't speak up.
Just think about how many times you—as a customer—have received poor service and didn’t file a complaint.
But customer dissatisfaction has a major impact on business results. 📢
That is why it is important to understand the reasons why customers become dissatisfied.
After all, this is the first step toward improving the company’s processes, turning around negative customer experiences, and delivering good results.
Right?
So, to help you understand the reasons behind customer dissatisfaction, we’ve teamed up with Reclame Aqui to identify the main types of complaints in the education sector! 👩🏼🏫
Anyway, let's get down to business: check out what customers complain about most when it comes to language courses, technical and vocational courses, and schools!
Complaints About Language Courses
First and foremost was the language course segment.
This is one of the largest chains in terms of the number of locations. In addition, many of them are franchises, which adds an even greater level of complexity when it comes to maintaining the quality of service and customer care.
So, to give you an idea, there are five franchise school networks among the 50 largest brands listed by the ABF (Brazilian Franchising Association).
- Wizard by Pearson – 1,102 copies
- Fisk Education Center – 765 locations
- CCAA – 710 units
- CNA – 632 units
- KNN Languages – 564 locations
In other words, you can see just how big this segment is, right?
Well, Reclame AQUI recorded 3,570 customer complaints about language courses during the period under review.
And the vast majority of them—67%—are related to the registration and cancellation process.
So, take a closer look at the data:
1. Course Withdrawal Process (2,426 complaints) 🥇
- Cancellation Issues (2018)
- Withdrawal from enrollment (408)
Next are issues related to the collection process—about 20%.
2. Billing Process (785 complaints) 🥈
- Refund of the amount paid (356)
- Improper billing (229)
- Excessive amount (133)
- Double billing (67)
And then there were complaints related to communication (4%), customer service (3%), and the online platform (2%):
3. Communication 🥉
- Misleading advertising (150 complaints)
4. Customer Service (117 complaints)
- Poor customer service (60)
- Poor service from the service provider (57)
5. Online learning platform
- Difficulties accessing the student portal (92 complaints)
Do you see how important it is to have a detailed overview of customer complaints?
This allows for clearer decision-making to improve the customer experience—and, as a result, the company’s bottom line!
Customer Complaints Regarding Technical and Vocational Courses
Second are technical and vocational courses.
This is the sector with the most complaints after language courses.
In total, Reclame Aqui recorded 1,450 customer complaints. However, they are more widely distributed.
Thus, nearly a third of them—31%—relate to collection proceedings, as you can see below:
1. Billing Process (458 complaints) 🥇
- refund of the amount paid (191)
- exorbitant price (146)
- improper charge (121)
Next are complaints about the registration process (19%), customer service, and the online platform—the latter two each accounting for 14%:
2. Registration and Cancellation Process (276 complaints) 🥈
- withdrawal from enrollment (165)
- documentation (111)
3. Customer Service (203 complaints) 🥉
- Poor service from the service provider (105)
- poor service (98)
4. Online learning platform (202 complaints)
- I can't access the student portal (202)
Finally, in this segment, customers complained about the diploma issuance process (12%) and the quality of service (8%):
5. Diploma Issuance Process (187 complaints)
- delay in issuing the diploma (187)
6. Quality of service provided (124 complaints)
So, have you been able to come up with some ideas for reducing student complaints?
We imagine so. After all, as the saying goes: knowledge is power!
In other words, having access to data like this can take your management to the next level!
Customer Complaints at Schools 👩🏼🏫 👨🏽🏫
Third are schools (with a much smaller number of complaints).
In total, Reclame Aqui recorded 566 customer complaints ( six times fewer than for language courses).
And most of them are against the collection process—53%.
1. Billing Process (301 complaints) 🥇
- Refund of the amount paid (181)
- improper charge (67)
- exorbitant price (27)
- incorrect scholarship amount (26)
Next comes dissatisfaction with the registration and cancellation process—at 19%.
2. Registration and Cancellation Process (109 complaints) 🥈
- documentation (73)
- withdrawal from enrollment (36)
Complaints about misleading advertising accounted for 14% of the total!
3. Communication 🥉
- Misleading advertising 79 (complaints)
And finally, regarding customer service—10%—and the diploma issuance process—4%.
4. Customer Service (52 complaints)
- professional conduct (26)
- poor service (26)
5. Diploma Issuance Process
- Delays in issuing diplomas (25 complaints)
Did you enjoy having access to this data?
So, if you’d like to learn more about business management and consumer behavior, check out our blog and follow us on social media!
Imagine getting a diagnostic assessment of your company’s customer service!
But if you want to assess the quality of your company’s processes and customer service, we can help you.
In this article, find out everything mystery shoppers evaluate in schools and courses—and how this information can help your management!
Or, contact us to speak with one of our consultants! 😉
