By Kevin Leyes, Chairman of Leyes Enterprises and the CEO of Leyes Media, an SMM and PR agency, and Team Leyes, an urban jewelry company.
Today, hundreds of companies are engaged in winning customers and even place special and frequent emphasis on keeping current customers satisfied. While both aspects are central to the proper functioning of a business, there is one group among them that many companies may not consider: lost customers.
Losing a customer, or running the risk of losing one because of dissatisfaction or anger, can be very damaging to the brand. Even more, nowadays, the customer has the opportunity to share their experience with the company on social media, and if it is not satisfactory, its impact could be very negative.
There is an enormous possibility of recovering the relationship with a customer who is not satisfied with the brand and strengthening it progressively. It also should not be ignored that the image of the brand is weakened by not achieving an effective service recovery.
Let me share a brief anecdote. I once ordered a gluten-free dish for my companion who has allergies. The waitress, who served us with great kindness, took our order and left.
After a while, she came back with our dish; however, in the first bite, we noticed that the food was not gluten-free. Annoyed by the mistake, we paid for our order, even without eating it, and left.
Later, I expressed my disappointment through the restaurant’s Instagram account, and immediately I was contacted by one of the managers. At that time, she asked for my phone number, and we established communication via telephone.
She kindly offered me an apology that I considered very sincere and also guaranteed me a refund of our money and invited us to a meal at the restaurant, this time gluten-free. We returned to the restaurant, and the service was even better than before. The food was exquisite, and everything was on the house. Nowadays, it is one of my most-frequented places.
In the example above, it is possible to visualize the steps and the effect that customer recovery service can provide when used properly. Here are some important steps that should be considered within customer recovery service within any company.
1. Track comments.
To be able to start the recovery process, the most indispensable thing is to follow up on customer feedback regarding the product or service. This will allow you to verify negative comments and immediately start working on the recovery process for those customers who express their dissatisfaction or anger.
2. Identify the customer.
Once all negative comments have been marked, an equally important step is to identify the customer and the reason for their dissatisfaction. This will mainly provide the opportunity to know what kind of customer you’re dealing with and the product or service they used. It is also the best way to carry out the recovery process.
3. Apologize for the bad experience.
Without a doubt, one of the first elements in the customer recovery process is to offer an apology. It is important to convey a real apology so that the client can appreciate the gesture.
This is the first connection with the client, so try not to use empty words, which will not improve the relationship. The intention is to show that you are sorry for what happened and that you are willing to find a way to resolve the dissatisfaction.
4. Review the reason for the anger.
Offering an apology is the first step in restarting the relationship with the customer. However, going over the reason for their dissatisfaction again will allow you to know what is necessary to achieve a successful result.
Ask the necessary questions to get to the bottom of the problem and find a solution that will satisfy the customer and allow them to recover.
5. Offer a solution.
The customer who expresses dissatisfaction usually expects to be contacted for a solution. And it is the job of the customer service department to offer it in a timely manner, whether the customer wants the product or service replaced, or even receive some other benefit that will give them more satisfaction.
Offering a solution will make the customer feel that justice has been done to their satisfaction and they have been given what they expected. This represents a step forward in the customer’s recovery process.
6. Provide better benefits.
If you thought the previous step would be the last, you’re wrong. Once you follow up on the problem and provide an adequate solution to it, you will have solved a large part of the process. But this still does not guarantee the client’s recovery.
We must remember that our client went through a bad time with their experience, so giving them some “extra” benefit as a form of apology will show them how important the issue is to the company and the company’s desire to continue the relationship.
This step is fundamental because it shows the client your commitment to not only solving the problem, but also to continuing to offer your products or services to them.
The recovery of a client represents a fundamental element within each company; that is why doing it properly is indispensable.