What wins customers back after a customer experience failure?
Through a special arrangement, presented here for discussion is a summary of a current article from MarketingCharts, a Watershed Publishing publication providing up-to-the-minute data and research to marketers.
According to a global survey from cloud-based content software provider SDL, consumers most often ascribe their "worst" customer experience (CX) failures to the post-sale support of the customer journey stage. Long waits/poor response times (35 percent), "unempowered" employees (31 percent) and poorly trained employees (30 percent) were the most commonly cited reasons for CX failures. So can customers be re-engaged?
Apparently, the desire is there, as 82 percent of customers experiencing a "worst CX" said they are interested in fixing the problem. But the survey also finds that only about one in five customers experiencing a "worst CX" event will consider doing business with the company again.
The study finds that customers who had returned to a company post-failure were most likely to attribute that to:
- The company owning the failure and admitting its mistakes (29 percent share);
- Receiving a genuine, personalized apology (22 percent); and
- The company giving discounts, credits, rebates on products/services where the failure was experienced (21 percent).
The survey also found disparities between what customers said they wanted to fix and what actually worked. Some 30 percent of returning customers said they want to see their experience help the brand to change; only eight percent admit that this actually worked. Also, 19 percent of returning customers said they want compensation for future purchases; only nine percent admit that this actually worked.
Interestingly, Millennials are much less willing to resolve a failure than Boomers. Twenty-seven percent of Millennials said they were not interested compared to just 13 percent of Boomers.
The survey of 2,784 consumers across nine countries was conducted from January through March, 2015.
- What Wins Customers Back After A CX Failure? – MarketingCharts
- New Global Research from SDL Reveals Insights into Customer Experience Failures from the Past Decade (press release) – SDL
- Voice of the Customer: It’s Time for a Global Customer Experience Wakeup Call (study) – SDL
What are your recommendations for winning back customers after a customer service failure? What common reparation responses do you think often fall short or go too far?