When service goes wrong, bounce back!

We all try to do things right. No business sets out to do wrong when servicing customers. But life is full of unexpected moments and, inevitably, mistakes do happen.

While many people in business focus on doing things right the first time, very few seem to take a powerful interest in setting things right when things do go wrong. In those moments, a passion for 'zero defects' often gives way to 'Let's get this mess cleaned up fast and pretend it never happened'.

Because of this attitude, business miss an important opportunity to build customer loyalty and valuable goodwill. It is exactly when things go wrong that customers are most sensitive about how they are treated, most likely to share their experiences with friends and colleagues and most likely to make lasting decisions about whether to bring their future business back to that company, or to its rival.

We all know mistakes will happen. What we do not know is how we will be treated when we go back to get the mistake corrected. In these unpleasant moments, customers' sensitivities are heightened. If they were casual shoppers before, they become discerning now. If they were discerning shoppers before, they become hypersensitive when things go awry.

You can make that sensitivity work in your favour. When service errors are quickly and professionally handled, customers loyalty can actually 'bounce back' to greater heights than if the problem never happened. That's why service recovery situations can be described as 'opportunities you wish you never had'.

"Bouncing Back" with SERVICE recovery:
Say You are Sorry
There is nothing like a sincere apology, delivered right away, to let people know you really care. There is no need to grovel or apologised forever. One honest and heartfelt apology will suffice.
Expedite Solutions
The faster you can fix the problem, the better. This is not the time to calculate the cost of repairing the damage. Do what it takes to set things right. Costs will be forgotten or absorbed over time, but benefits last forever.
Respond to the Customer
Remember people are involved, not just products, dates and orders. Take the time to empathise. Be a listening ear. Keep personal contact; use the phone, send a fax, stay in touch. And when it's all over, thank personally with a note, small gift or some other special gesture.
Victory to the Customer
Build higher levels of customer loyalty by giving more than they expect. Refunds, discounts, special assistant, extra services; it doesn't have to be money. But whatever it is, do it fast. No loyalty is gained from a refund or gesture that takes months to negotiate, authorise or discuss.
Implement Improvements
Change your processes and improve training to avoid the same problem next time. Institutionalise improvements.
Communicate Results
Spread the word so that everyone can learn from what had happened. Provide full information about consequences and improvements.
Extend the Outcome
Don't stop working when they stop complaining. Stay in touch until you are sure the customer comes back and their long-term loyalty is assured.

Bouncing back through generous service recovery is a proven strategy for building repeat business and long-term sustainable profits. It's not a cost, it's an intelligent business investment.