Posts tagged ‘service recovery’

November 24, 2011

Anatomy of a Service Failure. How to Lose an Online Customer in 3 Easy Steps

Like a great many working parents, I do as much shopping as I can online.  It saves time and effort and reduces my carbon footprint.  Ok, I admit the last point is a happy coincidence and poor relation to the first two motivations, but I am working on it.

The point is that I and people like me are core customers of all the retailers who sell their wares in what everyone knows is a highly competitive marketplace.  However, I seem to have made the basic school-girl error of thinking that retailers understand that and more importantly that this makes me valuable to them and so every once in a while I am brought down to earth with an eye-opening bump. 

A bump that shocks me out of the inertia effect or “loyalty” so depended upon by banks, utility providers and others to keep us unthinkingly buying our services from the same organisations, despite increasing costs and the quiet downward creep of interest rates and value.  A bump which means I vow never to buy from that company again.  Service failure and no more chance of recovery.

For all the PR huff and puff about providing online ordering and delivery to make life easier and cheaper for us “valued” customers, the reality on the ground is rather different.  And it is pretty easy to lose a customer forever.  A recent experience with a big-name value retailer reminded me that there are 3 simple steps to making sure you don’t get another chance with the customer.

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August 25, 2011

A Cautionary Tale: Always Assume Your Next Customer is Famous

Let’s face it – anyone can have an off day.

But it’s a pretty spectacular off-day when a customer you tetchily call a “busybody” turns out to be an internationally known comedian with a show to develop for the Edinburgh Fringe Festival. 

That’s precisely what happened to one hapless Virgin Atlantic employee and now her insult has become the title of comedian Shazia Mirza’s 2011 Edinburgh show, “Busybody”.

To be fair, the show, which has just received a 4-star review from the Scotsman, concerns not just this one incident but a myriad of tales about getting involved in other people’s business.  However, choosing the Virgin Atlantic incident as inspiration for the title of the show means that in the process of promoting her show across the media, Shazia has been asked to explain the origin of the title again and again.  So now, not only the hundreds or thousands of people who have seen her Edinburgh show know that a Virgin Atlantic employee threw an off-hand insult her way, but also the hundreds of thousands who have heard her on recent arts programmes or who have read her reviews. 

Is it fair to judge a company on one super-publicised incident?  Probably not.  But unfortunately for Virgin Atlantic, it’s human nature to form opinions in a less than rational manner. People are likely to “over-weight” this information when evaluating Virgin Atlantic’s care for customers.  Here are just some of the reasons why.

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