We want your customers to have the best possible experience – even when things go wrong. Read through our 5-part series to help delight your customers with the help of Dynamics CRM.
Emotions Drive Decisions in Business
Emotions drive our everyday decisions as people and they are also what convince us to do business with organisations. These days’ customers don’t just decide how/where to shop based on price and product alone, they are also highly influenced by the emotional experience they have with an organisation.
Perhaps the biggest emotional experience a customer has with an organisation is when things go wrong. Often reacting strongly to product or service failures but the reality is that failure is inevitable. Even some of today’s most admired brands experience defects or shortcomings in their products or services.
Most customers understand that things will go wrong so failure isn’t necessarily the biggest issue for them. What’s more critical is their perception of how you respond to that failure because that is where the greatest potential is for you to restore trust and satisfaction or drive them to the competition. A complaint is therefore a huge opportunity for you to demonstrate to a customer that they are highly valued.
What’s Your Service Recovery Strategy?
Service recovery refers to the actions you take in response to a product or service failure. It’s important to have a recovery strategy in place because customers are usually more emotionally involved in and observant of the service they receive during recovery than in routine or first-time service. It also means that they are likely to be more dissatisfied by your failure to recover than by the original issue itself.
When designing your strategy you should think about three key elements:
- Customer recovery i.e. fixing the customer’s issue to restore their trust and satisfaction
- Process recovery i.e. identifying and fixing the root cause of the problem to try and prevent it from happening again in future
- Employee recovery i.e. informing employees of why the issue occurred and what has been done to fix it so they are equipped with the right information should the issue arise again in future
The Complaint Lifecycle
In this five-part series we are going to cover each of the stages shown below in the complaint lifecycle. For each stage we will show you how Dynamics CRM can play a key role in delivering your service recovery strategy and help you to turn customer disappointment into customer delight.
For more insights into the Microsoft Dynamics CRM suite, soon to be part of Dynamics 365, visit www.tecman.co.uk/Microsoft-Dynamics-CRM-2016