The eminent
UK Customer Service guru, Chris Daffy – talks a lot about wows and ouch in
respect of the way that organisations treat their customers. A wow being
something fantastic whereas as an ouch is the opposite.
When any
organisation has ouched one of its customers, to the extent that they decide to
complain, this presents a massive opportunity. Daffy talks in terms of ouch,
wow and recovery !
Research
shows that if an organisation successfully resolves the customer complaint then
that previously disgruntled customer will become incredibly loyal to that
organisation. In fact they will go even further, in some cases, telling their
friends and becoming a real advocate for the brand.
So a massive
PR opportunity exists. Imagine my dismay and disappointment when I received a
standard, cut and paste, letter informing me that my complaint had been
received and that Virgin Media aim to be in touch in the next two weeks.
So rather
than ouch, wow and recovery I’m even more annoyed with Virgin Media. In fact
more annoyed than I was feeling when I wrote my letter of complaint. It’s more
like a quadruple ouch !
In this day
and age of customer choice this just isn’t good enough. My message to Virgin
Media : either employ more staff to be able to resolve complaints in a way that
befits customer expectations or ideally improve your service in the first
place, so customers don’t need to resort to complaining.
Simples !
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