Wired and Dangerous: How Your Customers Have Changed and What to Do About It by Chip R Bell & John R. Patterson

Author:Chip R Bell & John R. Patterson
Language: eng
Format: mobi
Publisher: Berrett-Koehler Publishers
Published: 2011-05-15T14:00:00+00:00

Assuming a solution is found and agreed upon, it is vital the customer witness something happening that communicates irrefutable proof that you can be relied on again. Healing service recovery includes loyalty, the after-the-fact experiences of the customer that communicate: “We are loyal to you. We will not abandon you now that we’ve solved your problem; this is not a one-time fix-and-forget.”

Service research shows that following-up with customers who’ve experienced problems is one of the most powerful steps you can take to cement a continuing relationship.2 Pick up the phone and call the customer to find out if everything is back to normal, or if there have been any continuing problems. Send the customer an email. For example, after a two-hour weather-related delay, Delta Airlines sent a short e-survey with questions specifically targeted at learning from the disappointing situation. Customers could choose which airport personnel to whom they directed their feedback (the departure city or the arrival city).

When the customer returns for future service, ask about the last problem. If customers know you remember and are still concerned, they’ll come to realize their bad experience was an exception. And, remember to always keep your promises. Service recovery starts with a broken promise (at least in the eyes of the customer). Don’t make a promise as a way to recover and then create doubled anger by disappointing the customer again.

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