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Converting dissatisfaction into Delight
Human Resources » Case Studies


Chrm Message From: mayurr Total Posts: 20 Join Date: 14/04/2009
Rank: Executive Post Date: 13/12/2012 00:06:40 Points: 100 Location: India

Dear All,

A good sales person is one who not only attends and fixes the customers’ complaints, but also manage people and their emotions effectively. Let me share with you some experiences about customer service.
 
In a work shop on Customer Service the participants are asked to share experiences where they have been delighted as customers - situations where they believe the sales or service providers made a very positive impact on them and the experience has been memorable for them. Some responses are :
 
· Experience 1 : I had made a booking at a hotel where I was going on a holiday. When I landed at the hotel with my family late in the night they said they had no booking in my name and the hotel was full. The Manager however asked us to wait, called another hotel at that late hour, arranged for a room and also arranged a taxi to take us there. We were really very happy and felt good and relieved. The Manager did a great job.
 
· Experience 2 : I bought a table top grinder. On the second day the grinder packed up. I called the company with my complaint. They sent me a replacement the same evening and picked up the defective grinder and sent it to the factory. No questions asked. I thought that was fantastic and I was delighted.
 
· Experience 3 : I bought some cloth for a pair of trousers and got the trouser stitched at the same shop. When I collected the trouser I found to my shock that the tailor had got the measurements wrong and the trouser did not fit me properly. The tailor immediately apologised and said he would stitch a new pair of trousers for me. Even more interesting, he told me that I could get the material for the trouser from any shop and he would pay for it – I did not have to take it from his shop. No conditions, no budget. I thought this is superb service.
 
In all the above situations, the Customer felt very good after the incident and the way in which the sales person / service provider handled a situation. The Customer left with a very positive experience with the organisation and the service person. In each of the cases, if you asked the customer if he / she would buy from the organisation again, the answer is a definite yes. Would they recommend them to friends – the answer is again yes. In short, what we have is a set of satisfied, loyal Customers.
 
Interestingly, look closely at the incidents above. What do they have in common ? In all cases there was a failure on the part of the service provider in the first instance. Yet the Customer is actually happy after the incident and the net result is very positive, both from the service providers point of view and of the Customer.
 
What have these Organisations and people been able to do ? They have been to turn adversity into an opportunity. They have used a service failure situation to their advantage. In each of the cases above, there was a potential dissatisfied, angry, upset Customer. And yet by the end of the transaction through a well executed Service Recovery strategy, they have ended up with delighted and loyal Customers. This is a very important lesson for companies – if managed properly, product / service failures can in fact be used as opportunities to build Customer loyalty.
 
Organisations will have problems with Customers. There will be product and service failures. Studies, however, show that 55 / 70 percent of Customers would do business with you again if you solve the problem.
 
Up to a staggering 95 percent of them will do business with you again if they think you acted quickly.
 
What this tells us is that, what makes Customers unhappy is often not a problem per se but the way in which a problem is handled. Customers – people like you and me – do realise that problems will occur. Products are likely to fail, however rare or infrequent they may be. We will make allowances for these failures. We also know that many failures happen for reasons outside the control of the immediate person handling us – the frontline sales or service person.
 
So what would we really look for in such situations ? Do they realise the inconvenience they put the Customer to because of a failure on their part – either of the product or the service ? Does the sales or service provider show concern for the Customer ? Is the service person interested in responding to Customer problem ? Will the person resolve the problem quickly so that the Customer can get on with their work ?
 
How often have service engineers promised to come at an agreed time and not turned up. And the Customer has had to make a change of plans to suit the convenience of the service engineer. All to get the problem resolved – which should not have happened in the first place. We often see Customer service representatives jumping to quick solutions / conclusions on failures without taking the trouble to understand the Customer problem or point of view. Typical Customer statements that express unhappiness / dissatisfaction are – he did not even bother to call; they don’t even take a little trouble to understand my situation; they really don’t care. 

Organisations need to take a serious look at their ability to manage product or service failure. They need a good service recovery strategy. This would include :    
   
·  Processes that will capture Customer problems and field failures ?
·  Systems that will ensure effective response and resolution of Customer complaints.
·  People with the right attitude to deal with problem situations and upset Customers.
·  People trained to handle failure situations.
 
In the final analysis, complaint management is not only about fixing problems but also about managing people and their emotions.
 
When there is a failure and a Customer comes for a repair, there are three repairs that we have to do. Repair the product. Repair his feelings. Repair the image of the company. Organisations that recognise and sincerely follow this have the competitive advantage of converting potential Customer disaster to Customer delight and loyalty. 

Feel free to share your experiences about exceptional customer service and let's discuss how organizations can replicate more of such scenarios.

Regards,

Mayur

Chrm Message From: Jitender Singh Total Posts: 11 Join Date: 14/04/2009  
Rank: Executive Post Date: 15/01/2013 03:01:43 Points: 55 Location: India

Wonderful post Mayur ! ! !

 
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