Service recovery paradox: How to create loyal customers out of business slip-ups
You’ve built your business around avoiding service nightmares like unplanned downtime, missed deadlines, and other slip ups-that disappoint customers.
But deep down inside you know mistakes are unavoidable. And when they occur, they can cause widespread frustration among your client base. But what if these seemingly disastrous events ended up being a good thing? And even resulted in increased customer satisfaction?
This is the service recovery paradox.
At its core, the service recovery paradox (SRP) is the absurd scenario where a business blunder results in increased customer loyalty, more so than had the service failure never happened.
It’s a bit head scratching.
But the key to success lies in how you react to the mistake.
When rockstar service addresses failure, loyalty ensues.
Service is the linchpin. Most companies do a poor job of addressing business failures. They react slowly, don’t inform the customer of the error, or treat the incident as if it was a non-issue.
The truth is that when a service failure happens most customers have low expectations. They’ve been let down by service providers again and again, and just hope for any resolution. For you, this means a seemingly disastrous event provides an opportunity to blow your customers’ expectations.
A company’s true character is revealed under pressure. Unfortunately, most companies fold. But if you address the failure quickly and effectively, customer satisfaction can increase across the board.
Case study: How the service recovery paradox makes a “customer for life”
If you’re the best man at a wedding, the pressure is on to make your buddy’s big day awesome. And that includes being a model guest. Little things, like wearing proper shoes matter.
When Jay ordered his shoes from the online retailer Zappos.com, he expected them to be on his doorstep before the wedding day. But then, the bad news hit. The package was accidentally routed to the wrong location and would not arrive on time. So he called Zappos in hopes to resolve his problem.
Now imagine how this scenario would play out at many companies.
Jay would call, be put on hold, and then exasperatedly explain his dilemma to a disinterested customer service rep. If he’s lucky he may get a refund and apology. But that doesn’t solve his problem. So Jay becomes more stressed because he has to quickly find replacement shoes for the wedding.
Here’s how Zappos used the SRP to transform Jay’s disappointment into unbelievable customer loyalty.
Not only did Zappos solve Jay’s problem fast, but they also gave him a refund, overnighted him a replacement pair of shoes at no extra cost, and upgraded him to a VIP account. He was so blown away by Zappos’ service that he exclaimed, “Zappos has earned a customer for life.”
This story serves as an example that when you overdeliver in a time of crisis, you have an opportunity to foster extreme customer loyalty. And in Zappos’ case, service recovery in customer service has become a key part of their brand, helping them become a multi-billion dollar company.
6 tips to kickass at customer service recovery
Because service failures are unavoidable, it’s important to be prepared for them.
Here are six strategies to keep in mind before disaster strikes:
- Don’t let processes get in your way: When things go south, you can’t use your standard operating procedures as an excuse for delayed or poor communication. For example, if an issue occurs outside of your service team’s normal working hours, somebody still needs to respond. Deal with the overtime later. Clients will appreciate you operating outside your normal hours to help them.
- Stay calm and step forward: When upset, angry customers are blowing up your phone lines or flooding your inboxes with complaints, stress levels fly through the roof. Take a deep breath. Try to stay calm and know there’s a silver lining to this dark cloud. Focus on resolving the issue as quickly as possible and think about how much more your customers will love you when this is over.
- Engage with customers ASAP: Your customers want to feel respected and appreciated. So inject some empathy in your customer service efforts as you engage with them quickly and attentively. The result will be happier, loyal customers who know they’re important in the eyes of your business.
- Be transparent: As you empathize with clients, be open with them about the service failure. Tell them what is going on and how you plan to resolve it. Transparency builds trust and your customers will appreciate your honesty.
- Overdeliver in your customers’ darkest hour: Think back to the Zappos’ story. The company could have easily just offered to overnight the shoes and charged Jay for the shipping. But instead, they took their service a step further and paid the shipping fees, offered a full refund, and gave him a VIP account. Zappos went way beyond what was expected to resolve the situation and their actions created a loyal customer and business advocate. So think about how you too can overdeliver.
- Follow up with post-mortems: After the service failure is resolved, send out a post-mortem about the event to demonstrate you’re taking the issue seriously. Tell clients what happened, how you fixed it, and what you’ll do to prevent it from happening again.
How does Simplesat help?
Simplesat helps you understand how customers feel before, during, and after a service failure. And this information is crucial. According to the consulting firm TARP Worldwide, 96% of dissatisfied clients don’t complain. Instead, they’ll likely cancel your service without notice.
Simplesat prevents this from happening with simple tools that can illuminate your customers opinions. Here’s how to fix poor customer service experiences with Simplesat:
Automated NPS Emails track your customers’ happiness over time
Automated NPS emails help you determine your Net Promoter Score, and responding quickly and skillfully to a customer service failure could result in a higher NPS, increasing the likelihood of customer referrals and increased customer loyalty.
One-click CSAT Surveys provide instant feedback
Quickly understand how your customers feel about the service failure. Our simple surveys will allow you to glean vital information about how well you responded to a service incident.
Easy feedback visibility provides an overview of all client feedback from your SRP
Once you’ve gathered feedback from CSAT or NPS surveys, Simplesat enables you to easily review all responses. Filter the feedback by sentiment to see whether the overall reaction was pleased or disappointed.
Customer feedback insights shows an individual client’s lifetime satisfaction
Take a granular look at individual customers before and after your response to a service failure. This will give you an idea about how well you responded to an event.
Real-time testimonial widgets publicly share your clients’ satisfaction
Assuming you wowed your customers during the SRP, Simplesat enables you to build your credibility with a trifecta of trust as your share their praises in a testimonial.
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