In this article we will look at the four steps that companies must look at if they’re to recover from service failures.
4) Get The Customer’s Perspective
Despite the fact that companies want to encourage their customers to contribute to their brand, their insights don’t normally solve problems directly.
Due to this, it’s essential that companies look to approach their customers from a variety of different angles. This may be done through usability tests, reaching out to them directly on social media or surveys.
Once all this information has been collected, it’s time for it to be translated into tangible objectives.
Whilst the information obtained from customers is important, it just highlights opportunities for companies. What it doesn’t do is tell them how to actually provide solutions, that’s where it’s important for companies to invest time and effort in the strategic process.
3) Make Sure Your Frontline Employees Love Your Brand
For heavily service orientated companies, frontline employees should encapsulate everything that a brand stands for.
If they’ve become alienated with the brand or are unsure how they’re supposed to represent it at work, there’s a chance that their company will start to estrange even its closest customers.
In order for the frontline to perform in line with the brand, they must have clarity in their role and understand how they fit into the grander scheme of things.
As the saying goes, happy staff equals happy customers, and in industries that heavily rely on customer facing service environments, this takes on even greater emphasis.
2) Understand That You’ve Failed
Make it easy for customers to complain and have transparent internal metrics which make it clear when something isn’t working properly.
Although it’s impossible for companies to act on every single complaint they get, it’ll be obvious when an ongoing issue persists and getting this in order is essential for companies that want to solve their service issues quickly.
The final step is to act on the insights learnt from the four steps above. It’s a journey of continual improvement where customer perceptions of success will change and it’s important that this is factored in when companies look to improve their service function.