Chapter 6 Recovering From and Winning Back the Angry Customer

1. Chapter 6Recovering From and Winning Back the Angry Customer Objectives • Describe the five types of customers who defect and why they do so • Describe the various types of feedback survey instruments • Identify ways to recover from an angry customer • Identify the key points of a win-back message The World of Customer Service, 2e Odgers

2. Understanding Why Customers Leave • Unintentionally pushed-away • Intentionally pushed-away • Pulled-away • Bought-away • Moved-away The World of Customer Service, 2e Odgers

3. Understanding Why Customers Leave • Indications that a customer is defecting • The squeaky wheel • The product return • The quiet customer • A slow pay • Falling revenue and reduced sales volume The World of Customer Service, 2e Odgers

4. Getting Feedbackfrom Customers • Feedback Tools • Web-based surveys • Mailed surveys • Telephone surveys • Comment cards • Focus groups • Feedback forms The World of Customer Service, 2e Odgers

5. Ability to meet deadlines and on-time delivery Accurate invoice amounts Clear and helpful invoices Clear and helpful quotes, estimates, and proposals Follow-through on commitments Overall value and range of products and services Presence of competent people and helpful CSRs Price Problem-resolution approach Prompt problem solving Prompt shipments Quality of product or service Shipments that match orders and specifications Issues to Measure on Feedback Surveys The World of Customer Service, 2e Odgers

6. Feedback Sources • Employees • Comment cards • Competition • Documentation and records • Mail surveys • Telephone surveys The World of Customer Service, 2e Odgers

7. The Mystery Shopper • A third-party person who anonymously and objectively evaluates a business relative to customer service, product quality, store presentation, and other areas • These evaluators follow specific instructions during visits, complete written reports, and help to identify strengths and weaknesses of the business being visited The World of Customer Service, 2e Odgers

8. Interpreting Customer Feedback • Use thorough data-gathering and analysis techniques before acting on complaints. • Do not spend lots of time, energy, and money gathering complaint data and then do nothing with it. • Do not take feedback results personally. • Inform customers about the impact their feedback has had on the way issues will be addressed. The World of Customer Service, 2e Odgers

9. Recovering from the Angry Customer • Listen and empathize • Apologize • Fix the problem quickly and fairly • Keep your promises • Make realistic and achievable promises • Thank the customer • Offer some form of compensation • Follow up The World of Customer Service, 2e Odgers

10. An Effective Win-Back Plan • Win-back messages should • Acknowledge the customer’s past patronage • Point out improvements and changes made since the customer’s decision to stop buying • Emphasize the ease with which the customer can re-engage and place another order • Provide a financial incentive, if possible The World of Customer Service, 2e Odgers