In his book Selling the Invisible: A Field Guide to Modern Marketing Harry Beckwith shares an analogy about a man who visits a dry cleaner to retrieve items that should be ready, only to be told that they were not. Not what one would call a trust building moment.
However, the story continues as the dry cleaner insists that they can have them ready in minutes, if the customer would only wait. The customer agrees, and begins to browse while he waits. The end of the story has the customer purchasing additional pants and a suit jacket for hundreds of dollars – which wouldn`t have resulted if the original service had been provided as expected.
(Please don’t intentionally not follow through on your service promises in the hopes that you can entice customers to purchase more as they wait, that’s not good business!)
This story could play out in many businesses every day. But it doesn’t. “I’m sorry, there’s nothing I can do” is the customer service rep’s refrain. And really, there’s probably nothing they can do. They generally have no authority to make any decisions. They can check the system, and report back the information. That’s about all.
But, every so often, a company allows an employee to call an audible on the field. They see an opportunity to go above and beyond for a customer – you know, feel really good about your job for a change, make a real difference in someone’s life today – and they can!
And the customer, loves it!
A happy customer generally tells 3 people about their experience. On average, customers who have their problems resolved by a business will tell four to six people. Unhappy customers usually tell about 9-15 people.
Create Trust Building Moments
People love a redemption story. Especially if they get to play a part. Customers enjoy seeing someone demonstrate mastery, getting things done. Because it’s in their favour, they get the warm and fuzzies feeling that they’re cared for. And employees having the opportunity to play the hero once in a while can do wonders for morale.
Trust Repair Techniques
I believe that a relationship begins to break down when one party feels taken advantage of. When this occurs the trust has been damaged and needs repair. While many folks seek to discover how to repair relationships with customers. I simply look at how we repair trust in our everyday lives. Relationship experts tell us that apologies and acceptance of the part we played is highly important. Reconfirmation of the boundaries, and your commitment to the relationship is another often touted piece of advice. Both are fairly solid for businesses too.
When you’ve fallen on providing a brand promise just admit it. People will understand that mistakes can happen. Admit the mishap and your part in it. Let them know how you’re going to rectify it. Remind them of the brand belief or value that makes the brand promise important (this is your reconfirmation of boundaries) and how you plan to continue to adhere to it moving forward.
Create Trust Building Processes
When mishaps are a little larger and need to be avoided in future, the situation becomes what I call a Process Making Moment. You create a failsafe process within your system that ensures it doesn’t happen again. Describing this to your customers will also go a long way to rebuilding trust with them.
Sometimes, depending on the infraction, your apology simply needs a little something more than apologies and assurances. A small token of your apologetic affection. Flowers for a partner. A trip to the ice cream shop with kids. Restitution doesn’t always need to be expensive or a grand gesture, just something that acknowledges that they matter.
Repairing Trust Takes Time
Lastly, like most relationships, things won’t magically go back to the way they were prior to the mixup. There’s a period of getting reacquainted. During which you reconfirm your dedication and commitment to your customer. Which may be more difficult for companies with longer sales cycles, but for those who remember, and get it right will go a long way toward building stronger trusting bonds with their customers than if they had gotten it right the first time.
Apologies, re-committing, restitutions as necessary, and following through during rebuilding periods. Solid advice to help re-build trust in any relationship. Now, it’s simply a matter of building this into your business practices. Starting with more authority for your front line customer service folks. Give them the authority to be the hero, and make it right.
What does your company do to help rebuild trust with your customers after a mishap?