September 12, 2011
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Marilyn Enerva
One of the biggest myths of customer service is that companies simply need to listen to customer complaints and then fix them. Most executives believe that every company needs to react quickly to concerns since there will "always be problems." The common advice they give their staff is to simply fix what is broken. As a result, customers will be satisfied and stay loyal to your company.
The first asssumption is correct. Customers do want to be listened to when they are unhappy. A report released by American Express last year said that customers are looking for more engagement. This is why Jim Bush, Executive Vice President of World Service at American Express stated that “We are increasingly hiring customer-care professionals from nontraditional call-center backgrounds, like hospitality, who know how to build strong and lasting relationships with customers.” As with any phase of business, relationships are built by actions over a longer period of time.
So, after a team member listens to the customer concern, what is the next step?
In late August, I spoke at a swanky resort in Northern Utah. When I arrived at 1:30 p.m., I tried to check in. They said they were “sorry,” but the room would not be ready until 2:30 p.m. When I asked if there was Internet access in the lobby, they said, “No, sorry.”
When I arrived back at 2:30 to check into my room, it still wasn’t ready. They said they were “sorry.” When I was finally able to check into my room—sometime after 3:00 p.m. with a bellman—they gave me the wrong key. I called the front desk for a replacement and they said they were “sorry.”
The next morning at breakfast, I was the only person in the restaurant. I waited for the server for 10 minutes, and when they did not arrive, I asked the hostess where they were. She said she would try to find her and that she was “sorry” for the wait. Of course, when the server approached the table five minutes later she was “sorry” for the delay.
Their multiple apologies did not remedy the situation. They simply left me the impression that the service at this resort was pathetic.
When dealing with customers, the word “sorry” maybe effective the first or second time. But around the fifth time it shows how inept the company really is at providing what they promised. Continually making customer service mistakes is not cured by saying “I am sorry.” In fact, great customer service means never having to say you’re sorry. It should never come to this.
William J. Levy, CEO of BMOC, Inc, who manages on campus housing for universities, says that customers don’t want “I’m sorry, they want the company to take action and find a solution right now!” In other words, I know you are sorry, but what are you going to do to remedy the situation and ensure that it does not happen again?
Most problems can be anticipated before they happen through a carefully tested process, trained staff and constant feedback from your customers. Shortcut any of these steps, and you will be sorry.
How do you react when a business says "I'm sorry"?
Check your balance, review recent transactions and pay your bill on the go.
Marilyn Enerva 7 months ago
The idea of "great customer service means NEVER having to say you’re sorry" is impossible. Apologies in hospitality are necessary and unavoidable. First, hoteliers are human and are going to make mistakes. Second, there is not one single hotel in the world that can satisfy every single guest that checks in no matter how pro-active they are. A perfect pillow for one guest may be too soft for another. For that reason, mastering the art of an apology is a necessity and should not be undermined. When used correctly,the apology is needed to show empathy and understanding. Think of it this way; what if you went to the front desk to ask for an early check in (1:30pm is not a usual check in for a hotel) and the agent simply says "no, your room will not be ready until 2:30pm come back later." The agent followed this article by not apologizing and offering a solution. Realistically, the agent probably said something like "I'm sorry sir, but your room will not be ready until 2:30pm, please come back in an hour." Not great, but the apology made it better than the first. Real customer service will show empathy with an apology, offer the solution and go above and beyond the customer’s expectations to redeem the situation. "I'm sorry sir, but you room will not be readyuntil 2:30pm. May we buy you a drink at the bar and hold your luggage foryou while you wait?" That is excellent customer service. Furthermore, not all customers want something for their inconveniences. For the smaller things, sometimes an apology is really all they want tohear. Your bold point "Their multiple apologies did not remedy the situation. They simply left me the impression that the service at this resortwas pathetic." Correction, it was not their apologies that left you to believe the service was pathetic. Their service was simply mediocre. I agree that many problems can be anticipated with pro-activity, but I do not believe that "Great Customer Service Means Never Having To Say You're Sorry"