Shocking
Recovery
By Rick Tate
(Rick is a highly regarded expert in the world of customer service.
He is an extraordinary speaker, trainer, author and human being)
"Submitted for your
judgment, a business plan. This plan is mapped out to the nth
degree. It describes the particulars of how to do business. But what
can't be anticipated is the tension that washes over a customer like
a dense fog. This is the tension that is inherent in registering a
complaint. This particular tension, registering prominently on the
anxiety scale, brings a foreboding. It carries with it a premonition
of doom and is experienced, unfortunately, too often...in the
Service Zone."
The Musings of A
Customer
As a customer, I know things will never
be perfect all the time, no matter how hard someone tries. Mistakes
will happen now and then. There will be several reasons, some
avoidable, some not. For me it's not the mistake that is of utmost
importance...it's usually the way mistakes and problems are handled
that have that get my real attention.
I know it is
admirable to do things right the first time. But, while a company
can take care of a product mistake or defect before I experience it
and thus never know the error occurred, with service issues, most
times the error occurs with me present. As a customer I'm not part
of the food preparation process, but I'm actively involved in the
service process. So I'm very impressed when, after the first time
wasn't pleasant, the second time is exceptional.
In many ways I'm
really surprised at myself. I find myself being drawn to and more
loyal to those companies who have recovered from mistakes and
handled my complaints in an excellent fashion than to any others.
It's not that I enjoy situations where I have to complain or when
there is a problem. But, possibly, it's such a relief to have a
company deal with those situations in a positive manner that it
makes the value of that company much higher than what it would
normally be. Or maybe it's because the way many companies handle
complaints isn't so great.
A Rat or a Mouse? Who
Cares?
I remember another hotel experience. I
was in my room, sitting on the bed reading a newspaper, when I
noticed a rat scampering across the floor of the room. Concerned and
moving to the center of the bed, I called the front desk and asked
if I could change rooms. The clerk asked what the problem was, and I
told her there was a rat in my room.
I'll never forget
her response. "How big was it?" she asked. I was taken aback. (I
guess they do come in sizes.) I asked if that really mattered. In a
very terse tone of voice she replied, "Yes sir, it does. I can
assure you this hotel does not have RATS!" Well I didn't think this
was the time to debate rodent characteristics. I asked her what she
thought I might have seen. She responded, "Sir, it was probably just
a mouse."
Just a mouse, I
thought. Well that makes all the difference in the world. I asked if
we could agree that there was a big mouse in my room. With very
little emotion at all, she said she would send someone up. Within
two minutes two bell people arrived and helped me move to a new
room. They were very polite and helpful. Upon returning later in the
afternoon, I found a large basket of fruit, crackers and cheese (the
cheese was probably an oversight) and a personally signed note of
apology from the manager. Later that night I got a personal call
from the night manager apologizing again.
However, while all
that happened after the initial request was very positive, I was
still angry and I'll never return. You see how the situation was
handled at the first contact was so poor this hotel got no return
for its subsequent recovery efforts. The clerk had to tell me I was
wrong! Why? I don't know. Maybe she was just defending her company.
Or perhaps she was right... the hotel had no rats. From my point of
view...who cares? Rat, mouse, mule, moose or raccoon...there was an
uninvited life form in my room, and I just wanted out.
Even though the
specific incident with a rat in my room was an isolated event, the
type of response I got from the complaint was not. Many attempts at
recovery only offer the customer something tangible, a buy off. Yet,
how people handle the situation is just as important, if not more so
to me. It seems that in most cases when a problem arises or I
complain, I get immediately put into a confrontational or
uncomfortable position.
The Pain Of Complaining
First, many times there is a list of
arbitrary rules I must have obeyed in order for my complaint to have
any validity. Being asked if I have a sales receipt when the company
name and price tag are in place seems silly. (I guess I could have
stolen it...but then again if that were the case I figure a
competent crook would say it was a present.) The 30 day rule is
mind-blowing. What if I couldn't return it within 30 days? Does that
make the satisfaction level or the problem I encounter any
different? It must be to satisfy some internal accounting procedure
because it certainly does not relate to my issue or possible future
loyalty.
The questions like
"What did you do to this?", "How many times has this been used?",
"Did you follow the instructions?" "That's the way you order
it!"...all seem to suggest that I caused the problem. I love the
question, "Did you get that here?" Again, I have often wondered what
the crook would say..."Oh no, I was just attempting to rip you off."
It seems many of the hoops the customer must jump through are
designed to either influence the customer not to bother to complain
or to make the customer prove his or her complaint valid. And all to
what end? It merely creates an adversary relationship which makes
the customer want to do business somewhere else.
Second, I find that
in many places it is very hard to complain. For whatever reason,
many people don't want to handle the problem or complaint. Also, the
complaint process is usually a hassle that entails forms to be
filled out and/or several different people to be dealt with. I find
myself repeating the situation many times. I can't understand why
the sales process is fine tuned with prolific customer courting
behaviors, yet the return or problem handling process is a
fragmented and time-consuming adversarial event with behaviors
reflecting outright contempt.
My Next Purchase Is New
Business
I guess I see things a little
differently. Why would I come back if I'm treated poorly and dealt
with like I'm a pain in the rear? Don't they see my next purchase as
new business? I really don't believe there is any such thing as old
business. Every purchase I make is based somewhat on my past
experiences. I think good customer service is a great sales
technique, especially when I encounter a mistake or a problem as a
customer.
I'm really like
most; I don't often complain anymore. Yes, if the product I buy is
defective or the invoice charge is incorrect I will let someone
know. But, to complain about the way I'm treated, about the
inconvenience, the lack of response, the hassles...is not a good use
of my time. Why? Well, for one thing I don't think it will do any
good. Many past experiences have taught me that.
Another reason is
that it is time consuming, and my time is valuable. Also, I believe
it will be confrontational, and I don't wake up in the morning and
relish looking forward to confrontations. Altogether it just seems
like a big waste of time and effort, especially when I can simply
just take my business elsewhere.
However, there are
some companies I will definitely complain to. Those companies who
have handled complaints and problems well in the past, I give the
opportunity to do so again. Could it be the better companies get
more complaints than others because the complaint experience isn't
punishing for the customer? I know I lower the complaint load for
those companies I believe have lousy recovery practices. It's easy
to get me not to complain...make it uncomfortable. Maybe there's
something to think about here.
There are some
companies that really blow me away. Why? They perform their promise
really well and they also have superb recovery practices. I'm an
avid Nordstrom customer. Why? Never a problem with a return or an
exchange. Never! And it is handled by the clerk at the first point
of contact.
L.L Bean...simply
the best. Why? Again, if I'm dissatisfied with anything for any
reason, send it back. No problem. Never! Never!!! And when they are
late or out of stock, a personal letter makes me feel like they are
bending over backwards to keep me informed and get my order ASAP.
Got to love 'em.
P.F. Chang's, the
fast growing Chinese bistro! They go out of their way to ensure you
have every opportunity to be completely impressed with the food and
the service. Complaints are P.F. Chang's opportunity to ensure you
will return for another meal!!!
Wal-Mart? Even as a
discount store Wal-Mart treats the customer with the utmost respect,
the staff is always helpful and the complaint and return process is
by far the easiest in their industry. Could be a result of a Sam
Walton quote I saw recently...
"There is only one
boss: the customer. And he or she can fire everybody in the company,
from the chairman on down, simply by spending their money somewhere
else."
Thank you Sam!!!
It's a Matter Of True
Character
Why are recovery efforts and problem
solving practices so important to me? Because during these times a
company demonstrates its true character. Like any human
relationship, it's not how we treat each other when times are good
that is the measure of the relationship. It is in troubled times
that the relationship is put to the test.
With excellent
recovery practices, a proactive approach to stand behind everything
a company does, and a philosophy to make things right when they
aren't, my loyalty becomes very attainable.
In business, when
complaints of offered, the ledger of character is opened and
examined. The tally is made, and then the reward or the penalty
paid. This is the comeuppance that awaits us all. Many pay the
penalty, the loss of the customer. This is justice meted out for
poor recovery.
This is judgment
day- in the Service Zone.
Key Principles:
-
How we handle
complaints and problems for customers demonstrates who we really
are and the values of the organization. This is an integrity
issue and the customer will react accordingly. The best of the
best recovery better than their competitors.
Thoughts &
Questions:
To have a
positive impact recovery efforts should be;
-
fast and
distinctive
-
never burden
the customer
-
proactive -
planned out in advance (hesitation sends the wrong message
to the customer)
-
recorded and
used as a data base for future business improvements
-
Recovery is a
test of character!
-
Build or destroy the relationship
with the customer by how you handle complaints and problems.
-
There is no cost
of recovery, there is only an investment in the customer's
future business.
Thanks Rick
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