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Customer Touch Points Management: Accepting Your Fault

Good consumer satisfaction ratings pride companies with their achievements. Many other competitors may have striven equally hard for scaling up their consumer satisfaction ratings. It may have taken some serious management attributes in setting up and maintaining even a few customer touch points and providing the best customer service in the industry.

No matter how good you are at managing your customer touch points, but lets’ face it. There will be errors committed on your end. That’s when you will face the test in guise of an opportunity. Handling the situation incorrectly (not accepting your fault, rudely shooing) will award you negative consumer evangelism that is more often than not viral, causing a serious spank to your brand name. Fixing the situation, on the other hand, by gulping down your pride, will win you the customer for a long time.

Apologizing to a consumer is a great first step in service recovery. A ‘Sorry’ goes a long way in re-generating nearly lost business. Lets’ consider call centres in India for example. It was only yesterday that I happened to call up the telecomm giant of Mumbai area, India, MTNL. MTNL also happens to be the Internet Service Providers at our office here in Mumbai. Due to some frequent disconnections in the internet line, I decided to call at their call-centre. (By The Way: It was one of the funniest helpline experiences, as I was greeted by a harsh toned lady (auto recorded message) asking me to wait followed by a supposedly soothing music which in fact was the instrumental version of the classic Stevie Wonder track, ‘I Just called… to say… I LOVE YOU’. I playfully wondered…. ‘Is that Right???’). Upon receiving the call, a young 20 something (I am guessing) lady without any greeting or politeness asked me what my problem was. While I politely enquired and complained about the repeatedly visiting inefficient service engineers and inconsistency of their Internet service, she conveniently asked me to call up later and hung up the phone on me without even bothering to apologies or accept her fault. Now, would I stick to MTNL?? Uhhh…. Nope.. no way. We at office have begun our search for other service providers. MTNL also earned its name onto this post, which will play its part in evangelising its services.

Nurse Next Door (nursenextdoor.ca) is a Vancouver-based home health-care company with $10 million in annual revenue. They have a different dramatic way of handling customers when the company itself is at fault. The company delivers a “humble pie,” a fresh-baked apple pie to its customers accompanied with an apology letter that read, “We are very humbled by our mistake and sincerely apologize for the poor service.” The firm claims to have spent $1,300 on the pies but reckons it has retained customers worth $90,000 in annual sales from defecting.

Moral of the Post: Accept your fault and say ‘sorry’ in the most exhaustive way possible, when you screw up. It will do you more profit than loss.

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