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Service Recovery
1.
Customer
Service for Airlines Processes © Sudeshna Chatterjee Service Failure Prevention & Recovery
2.
In this module…
Three faces of service delivery Customer needs Total customer experience Preventing service failure Recovering from service failure Engineering customer experience Case studies © Sudeshna Chatterjee
3.
Think about it 95%
of complaining customers will remain loyal if their problems are resolved immediately and to their satisfaction. On average, companies have a 20-40% chance of selling to lost customers, and only a 5 – 20% probability of selling to new prospects. It costs 4 – 10 times more to win a customer than it does to keep a customer. Long-term customers tend to spend more with a company than new customers (and they are easier to serve than new customers. Customer loyalty to airlines is a thing of the past: now it’s all about the customer experience. © Sudeshna Chatterjee
4.
Why customers leave
© Sudeshna Chatterjee Source: CRMGuru
5.
Three faces of
service delivery Service Excellence Service Failure Service Recovery Customer is: Customer is: Agent: Satisfied/happy Dissatisfied Prevents/pre-empts service failure Delighted Has to call back to follow up on service Makes a dissatisfied customer happy again Meet or exceed Meet or exceed Not meet customer Key to Customer customer expectations after expectations Retention! expectations causing distress © Sudeshna Chatterjee
6.
Think about it What
makes you stay loyal to a store, restaurant, or airline? Product People Convenience Service Service Location © Sudeshna Chatterjee
7.
Typical customer needs
‘Listen to me’ ‘Be sensitive to ‘Resolve my issue’ my needs’ ‘Treat me like a human being’ © Sudeshna Chatterjee
8.
Typical agent behaviors Customer
service agents: Meet the customer’s STATED needs Answer questions But… Act on customer requests what about the UNSTATED needs? Follow procedure Resolve the issue © Sudeshna Chatterjee
9.
Customer experience
Total Customer Experience Tone Product The The Choice of Service Functional Emotional words Resolution Needs Needs Body language © Sudeshna Chatterjee
10.
The Singapore girl
Evokes an emotional response in customers © Sudeshna Chatterjee
11.
Think about it
Review Case Study #1. At which points did service fail? Could the service have been recovered? © Sudeshna Chatterjee
12.
A different approach How
could the customer experience have been different? 1. Ground staff at the point of 1. Could have informed the departure customer about the delay 2. Ground staff at the point 2. Been there to receive the arrival guests 3. Bus driver 3. Shown more urgency in communicating with airline 4. Flight attendant staff 4. Been professional and empathetic © Sudeshna Chatterjee
13.
Customer service roadmap
2. Recover 3. 1. Prevent (Failed) Engineer Service Customer Failure Service Experience © Sudeshna Chatterjee
14.
1. Preventing service
failure • Keep your promises Pre-empt • Be on top of process knowledge Failure • Offer a solution • Repeated calls-backs & Recognize confirmations Triggers • Anxiety • Special/unusual requests © Sudeshna Chatterjee
15.
2. Recovering from
service failure Apologize Own up Understand Seek solution Fix © Sudeshna Chatterjee
16.
3. Engineering customer
experience Lateral Old Wine in Create an Thinking New Bottle Experience • Think out • Soften the • Make a big of the box: blow by deal; explore tweaking manipulate unusual your words the options and tone experience (within process scope) © Sudeshna Chatterjee
17.
Old wine in
a new bottle Explaining Policy Instead of: ‘‘I’m sorry, we can only upgrade you to First Class if you’ve flown 3000 miles in the last six months. You’re short of 25 miles.’’ Try saying: ‘‘I’d love to upgrade you to First Class but our records show that you’ll become eligible before the next flight. We’d be happy to serve you in First Class on your next flight with us!’’ © Sudeshna Chatterjee
18.
Old wine in
a new bottle Saying No Instead of: ‘‘All the seats on the evening flight are booked. You’ll have to fly out tomorrow morning. There is nothing that I can do. I’m sorry.’’ Try saying: ‘‘I’m sorry, there are no seats available on the flight this evening. However, I can book a seat of your choice on the first flight out tomorrow morning. You will be able to reach Bangalore in time for the meeting. Would you like me to go ahead and book a seat on that flight?’’ © Sudeshna Chatterjee
19.
Old wine in
a new bottle Explaining Procedures Instead of: ‘‘You can update your contact details on the website. Just go to the Customer Information page and enter the new information.’’ Try saying: ‘‘You can update your address and other contact details in the Customer Information page on our website. If you are at your computer, I could walk you through the steps to do so.’’ © Sudeshna Chatterjee
20.
Case Studies
21.
Summary
© Sudeshna Chatterjee
22.
Thank you for
your time! © Sudeshna Chatterjee
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