Myra Golden's session for the 2010 NARMS Conference in Tampa, FL. April 20, 2010.

1. How to wow at the point of recovery A special presentation for NARMS by Myra Golden April 20, 2010 Saddlebrook Resort, Tampa, FL

2. Customer Recovery Strategy Go for “WOW” Apologize when things go wrong Proactively respond before customers complain (“Golden Rules” behaviors) Explain what happened and what you’re doing about it Rectify the problem

3. Zane’s Strives for 7 WOWs

4. Zappos sends customer get-well card

8. American airlines amazing apology

9. American Airlines Apology Letter to Me Our manager in Dallas/Ft. Worth was concerned and asked us to follow up with you regarding your flight with us on March 11. We can understand how frustrating this trip must have been. Simply, we are very sorry for the inconvenience as a result of the delayed departure of flight 1808.

10. American Airlines Apology Letter to Me As a frequent traveler, you know that good customer service sets us apart from the other airlines. So, when we don’t provide it, no excuse will do. Although we will never compromise safety for the sake of on-time performance, we sincerely apologize that your travel plans were disrupted while traveling to Washington, D.C.

11. American Airlines Apology Letter to Me We don’t want to lose your confidence in us and hope you won’t let this trip do so. Therefore, as an indication of how important your patronage is to us, I have added 7,000 Customer Service Bonus miles to your AADVANTAGE account. You should see this adjustment on one of your next two summaries.

12. American Airlines Apology Letter to Me Please continue to travel with us often. It is always a privilege to welcome you aboard.

13. “Golden Rules” Behavior at Nordstrom’s Always think: How will it affect my customer? If I were the customer, how would I feel? Do what’s right for the customer and you have done what is right for the organization

14. Click to add title

15. The Famous Jetblue apology Click here to watch the YouTube apology

16. Bottom-line Impact of Recovery 95% of customers will remain loyal if problem is resolved immediately Strengthen bonds of loyalty Positive word-of-mouth Slash litigation costs – SorryWorks!

17. Q & A Email me at myra@myragolden.com for Additional questions not answered today For a copy of today’s presentation Blog: www.MyraGolden.Wordpress.com Web: www.MyraGolden.com Twitter: www.twitter.com/MyraGolden