Things go wrong – it’s inevitable. A product breaks down, a client contact misses an email, or something beyond our control happens. It’s important to remember – when things go wrong it’s probably the most important interaction you’ll have with your customer.
Bad customer experience happens. And when it happens, it matters.
People tell an average of 15 people about a poor service experience, versus the 11 people they tell about a good experience. Given that 33% of people say they’ll consider switching companies after just a single instance of poor service and 51% of customers would never do business with that company again, you might not have the chance to put things right unless you act quickly.
According to the International Customer Service Association, 68% of customers stop doing business with a company because of poor service. Yet 95% of dissatisfied customers would continue to do business with a company if their problem was solved quickly & satisfactorily.
This shows that customers are prepared to be forgiving, if the business handles the complaint effectively.
How do you keep a high standard of customer service if something goes wrong?
When things go wrong, two things can happen:
- It’s mishandled. You try to sweep the mistake/complaint under the rug. You end up with a disgruntled customer whose customer experience goes from positive or neutral, to negative. This results in negative reviews. Remember – customers who have a bad experience are more likely to leave feedback than someone who’s had an excellent experience.
- You act quickly, honestly and decisively. You are transparent about what went wrong and why, and you proactively approach the situation with a solution, adding value to the customer if you can. By doing this, you demonstrate you’re a business who cares about their customers and you stand a strong chance of retaining or even gaining a positive review.
You can see the two paths are extremely different. There’s no shame in businesses getting the odd thing wrong (though wouldn’t it be great if every company could be perfect all the time?) Agreeing with the customer and trying to put things right shows an empathetic, human side to a business and everyone involved will benefit from this honesty.
At Booking Protect we always try to respond to negative reviews. Thankfully there aren’t many of them, but each one matters to us. Our team are prompt, polite and helpful. This puts forward our point of view, and shows we care about our customers even when they’ve already made the purchase. Our customer experience is one of the main reasons so many big brands trust us and continue to work with us.
Do you have an example of a time when you turned a negative reaction into a positive customer experience? Talk to us!