Inside the Mind of an Aggrieved Customer
Once you have a recovery system in place, you have to factor
in three important modifiers that govern the process from the
customer’s standpoint.
1. Customers have expectations for how effective service
recovery should happen. Of course, you cannot learn what the
customer expects unless and until you ask, which means so-
liciting complaints. There’s solid data on the value of that ori-
entation. Remember that only about one dissatisfied customer
in twenty-five complains. Yet complaining customers can ac-
tually become more loyal than customers who pronounce
themselves satisfied . . . if they’ve been listened to and re-
sponded to in a way that says you want them to come back
again, despite this momentary glitch. ...