“The customer is always right” is a well-known slogan. Customer service is the basis for building brand reputation. Even an unsatisfied client may become your company’s advocate if you manage to resolve their issue in a proper and timely manner. In this article, we’ll cover the top 5 ways to rebuild the brand’s image after major mistakes.
5 Tips to Regain Your Customer's Trust after Customer Service Mistakes
Businesses compete for positive customer experience. According to the Consumer and Brand Relationship survey, clients want friendly customer service representatives (73%) and personalized experiences (36%). 86% of consumers are ready to pay more for a better customer experience.
At the same time, 89% of them choose a competitor company after a poor customer experience. Thus, hiring and training customer service representatives is the most critical element to regain the customer’s trust. Here are five ways to repair your brand's image in your customers' eyes:
1. Don’t disregard client appeals, give timely answers to all reviews and complaints
If a company gets a negative feedback or a complaint, the first step is to immediately contact the complaining customer. This will help handle the client’s issue, keep them happy and recover from negative customer reviews.
A customer wrote in his/her Weathertech review:
“...Recently I contacted customer service about a window deflector received fractured. I have never received a response...”.
First, the reviewer was very disappointed. After two attempts to contact the customer service, the client got a reply from a friendly person who managed to resolve the issue at no charge. It helped to win back a lost customer.
One of the main reputation recover strategies is to act fast in handling complaints. The customers expect to receive a response to their review within 7 days and companies should remember that a negative review will stay negative forever if a customer service ignores it. Answering to complaints is a must to recover from negative customer review as soon as possible.
2. Provide your customers with sufficient information on extra payments, additional services etc
Lack of information drives away clients and harms the brand reputation. Every time employees forget to provide clients with full information, they add another person to the list of unsatisfied customers.
This Viator reviewer shared a case where they booked a Surprise Dinner Cruise. However, the managers didn’t give enough information. It turned out to be just a drinks tour.
The person wrote:
“...During the discussion with the boat staff, they agreed with us that the advertising of this cruise & the drink option is badly worded. This should clearly be a separate item not as a sub title choice. The Staff also told us this often happens & they also informed us they have frequently asked tour operator to do something about this issue...”.
Thanks to the positive response and money-back, customer service managed to fix the brand’s image.
Reputation recover strategies, in this case, include the following:
- Keep customers up-to-date on what’s being done to resolve the issue.
- Work out the ways how to resolve similar negative incidents in the future.
- Use the negative review or complaint as a learning opportunity to prevent such issues in the future.
- Stay informed on the customer service policies.
3. Stick to an agreed schedule and keep promises. Don’t screw-up orders
If customer service representatives promised to get back to clients, they must do it within 24 hours. That’s the rule – even if there is no solution yet! In this review about Wild Bill Wholesale, a person complains about orders that are constantly screwed-up. He/she wrote,
“On my last order dated for 05/14/18, I specifically asked them to call me if they were out of any items before shipping. Well, of course, they didn't. They gave me a 33.96 store credit instead. Now I'm disputing the entire charge on my credit card. I have ordered from them numerous times and each and every order has been screwed up”.
The client wanted to stop doing business with the company. However, customer service team apologized and managed to resolve the issue. Also, the following order was perfect. The company’s representatives regained customer’s trust.
Visits to medical practitioners are stressful for most people, especially if they have to wait for their appointment after arriving on time. Weintraub & Eltink resolved this issue. If patients wait too long due to a fault of the office, staff acknowledge the failure, apologize for the error, and then give simple monetary compensation of $5 gift cards to help the “pain go away.”
The purpose of customer service is to help resolve the client’s problems and prevent similar issues in the future. In order to do it, a customer service representative should do the following:
- Ask the customer detailed questions to understand the problem and resolve it.
- Apologize to the customer, summarize his/her answers, and discuss the case with colleges or a supervisor.
- Find a solution and fix the problem.
- Get back to the customer with the good news that their issue has been resolved, and ask whether they have any further questions.
4. Be ready to act in unexpected situations
The way customer service communicates with unhappy clients determines what they say about the company afterward. Mistakes and accidents are unavoidable in totality. Be ready for them. The customer service team can employ a psychological practice “if-then planning” like the hotel company Ritz-Carlton does.
Their rule is simple: “If a customer has been waiting for more than 20 minutes, then reset their internal clock with a complimentary item from the appetizer menu or with a free drink”.
Ritz-Carlton trains its employees to anticipate the unexpressed wishes of their guests. Thus, the company turns angry clients into satisfied ones and wins back lost customers.
5. Don’t demonstrate unprofessional customer treatment
It is sometimes hard to be calm when customers argue. However, it is unprofessional to make a customer feel uncomfortable or awkward. This BrightStar Care reviewer hired a nurse to provide support to a sick family member during a wedding weekend. The person wrote,
“Our nurse was not only unhelpful but extremely unprofessional. For instance, she seemed more concerned with getting photos of herself taken (by our hired wedding photographer) than getting her patient food during the buffet dinner. What's worse is management didn't seem to care or make the situation right”.
However, customer service contacted the client, apologized and offered a full refund.
Good customer service increases your profits, makes your customers come back, works as word-of-mouth advertising, and strengthens your brand. Decent customer treatment makes clients happier while resolving their issues. The dismissal of an employee might become the only solution in case he/she talks rude or shows inappropriate attitude to customers, or refuses to follow the orders.
The goal of every business is to make customers happy. Companies try to meet their clients’ needs and may make mistakes on the way. However, there are ways to repair company reputation. Use the tips mentioned in this article to persuade your customers to come back.
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While every effort has been made to ensure the accuracy of this publication, it is not intended to provide legal, medical, accounting, investment, or any other professional advice as individual situations will differ and should be discussed with an expert and/or lawyer.