Over the last few years I’ve seen many restaurants and stores get better at dealing with making apologies to customers. That said, there are loads of businesses that don’t seem to give the concept a thought. Here’s how it works…
If you mix up an order. If you’re late delivering it. If what you deliver isn’t what it should be and what the customer expects, you have three choices: a) you can try to play it off like you did nothing wrong, b) you can apologize, or c) you can apologize and give the customer something of value for free to compensate them.
Well, (a) is plain stupid. Once a customer sees that you are insincere, they’ll take their business away from you and it won’t come back anytime soon. They’ll also tell others how much you stink.
Option (b) can work. If you provide a sincere apology, there is a fairly good chance that the customer will forgive you. You may get one more try.
Option (c) is the smartest choice you can make. What you give to the customer doesn’t have to cost you much. It can be a half-price coupon, a free dessert, pretty much anything that you think the customer will appreciate. How do you know if they will? Think, if you were in their situation, would you appreciate that?
If a painter was painting your house and finished the job late, wouldn’t you be satisfied or appreciate if he offered to paint an extra room for free or gave you 5-10% off the bill? I’m betting you would.
Why should he do that? Because, if he is smart he wants…no, needs to do everything he can to keep you a delighted customer. If he falls short of your expectations at any level…there is a good chance you will shop around for another painter next time you need some work done.
On the other hand…if you’re elated with his service and work…there really is no need for you to shop around – even if he costs a bit more – in your mind, you already have the best painter and will tell all your friends.
Makes sense, doesn’t it?
Here’s another example: A business associate was buying a new video camera. He ordered the camera and was going in to the store to pick it up on Friday at 3pm. The time the salesman told him it would be ready. Just after 3pm he arrived and went to the customer service counter to pick it up and gave them his name. After a bit of moving around the customer rep came back and told him they were sorry, but it wouldn’t be ready until 5pm.
My friend is a busy guy and hates to be kept waiting. He smiled at the rep and said “I’d like to see the store manager right now.” A minute or so later the manager appeared and asked how he could help my friend. After explaining the problem, the manager replied “I’m very sorry Mr. Johnson, what I’d like to do for you is have the camera delivered to your house or office so it will arrive first thing tomorrow morning. And I’ll also give you a carrying bag for your camera, free. Would that be okay?” My friend told the manager that would be great and went off to his next meeting. He also told me about the how shocked and pleased he was with the experience at this store. Do you think I was the only one he told? Highly unlikely.
Which approach do you take in your business?
If the situation would have been left at the stage of the first customer rep, my friend would have likely never have purchased from that store again. Probably, he’d also have nothing good to say about them either.
On the other hand, the manager turned the situation from almost losing a customer to maintaining a happy customer. How much did it cost the store? With their delivery network and the cost on the bag, maybe $25. For a repeat customer that spends $1200 on a camera, that’s nothing to keep them happy. Happy, and coming back to buy more…and not to mention telling his friends about how great his experience at the store was.