So if you are in the service industry, as a marketer, you always need some kind of service recovery plan.
Your plan must be in place before a failure occurs and it must also be communicated promptly to everyone in your organization who deals with customers so they’ll know what to do.
Service recovery encompasses all the actions taken to get a disappointed customer back to, uh, well, back to a state of satisfaction.
So if your car rental agency couldn’t provide the size car your customer wanted, but your policy is to provide a roomier car for the same price.
You customer would probably be happy, might even restore his faith in your company.
Research has in fact identified service recovery as a significant determinant of customer loyalty.
I see what you mean. Every year, my family goes on vacation together.
And a few summers ago, when we were in Chicago, it was really really hot. And guess what?
The hotel’s air conditioning broke and everyone was complaining.
What the hotel did...they actually didn’t charge anybody for that weekend.
But the funny thing is that even though we had that horrible experience at that hotel, because they were so quick to appease us,
we usually stay at that same hotel every time we go to Chicago.