Frederick the Great once said: It is pardonable to be defeated but never to be surprised. Frederick was not talking about customer service, was he? But this quote could very well apply to a service recovery plan, yes? Except we might argue that a defeat is as bad as a surprise.
Read on: How to Build Trust to Keep Customers Returning
Be prepared is the motto of the Boy Scouts. Also applies to just about everything else we do in life.
Does your customer service prepare for contingencies? Contingencies and strategy designs for when things don’t go as planned?
We’ll use a story to explain.
A story about poor customer service and a resulting bad customer experience at a restaurant. A large group of business people had arranged to get together for lunch to celebrate a colleague’s birthday. They chose a restaurant that they hadn’t been to before, as they wanted to give it a try. Plans and reservations for the group of 25 people were made several days in advance.
Arrival at the restaurant was on time. However, despite having made the reservation, they had to wait 20 minutes before they could be seated. Once seated and menus had been handed out, the group was ignored. Everyone was hungry and ready to order. They also had a limited amount of time before everyone needed to head back to work.
A waitress finally arrived to take everyone’s order.
After waiting for longer than seemed necessary, and observing other tables get their meals ahead of theirs, the group’s meals arrived. EXCEPT ONE, for the meal ordered by the birthday guest. He didn’t receive his meal until most of the others were finished.
A complaint was lodged with the manager, with no success. He was totally indifferent to the situation. He offered no apology and, after being asked to comp that meal, refused to do so.
This bad experience triggered one of the group to write a letter to the head office of the restaurant chain. They detailed the experience and mentioned that in addition to the 25 customers they had lost directly — everyone would tell their friends they would not recommend visiting that restaurant as well.
Ultimately, that meant more customers that would be lost.
A few days later my colleague received a letter of apology in the mail and a $40 gift card.
However, they couldn’t find anyone willing to return to the restaurant to use it due to that bad experience.
Recovery plan … Key Takeaways
First of all, bad things happen in every business. But good preparation can usually eliminate most of them. For example, you need to decide how large of a group you can handle on top of your normal crowd.
If you can’t handle a group of 25 with your normal great service, then you owe it to the potential customers to let them know what extra wait time would be required. Or, just apologize and don’t accept the reservations. The key to keeping customers happy is through honest communication, being accountable for the poor experience, and being prepared to deliver what you promise.
Then, if things go wrong, you should have service recovery strategies in place, with everyone prepared and empowered to act. Prepared and empowered to make things right — on the spot. Research tells us that when we fix a problem on the spot that loyalty actually increases more than if the customer is simply satisfied.
