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- Service Recovery: how the organization deals with service failure to recover the situation

- Theories:

• Distributive justice: relates to the perceived fairness of the service outcome

“what happened at the end of the situation  - was what I got in the end fair?”

• Procedural justice: focuses on the fairness of rules and procedures producing the outcome

“I maybe didn’t get everything I wanted from this complaints process but do I feel the rules governing this process were overall fair and just?”

• Interactional justice: reflects the fairness of the interpersonal treatment-experienced during the resolution process
“During this complaints process do I feel that I was treated well by the organization – did they make me feel special and important?”

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- An informal and/or unstructured verbal feedback process.

- Feedback not recorded (for later action and review).

- Feedback system not ‘owned’ or ‘championed’ by Management.

- Poor feedback communications loop (to advise on outcomes and action plan).

- Feedback sought too infrequently (once a year is not enough).

SOLUTIONS:
• Actively seek and encourage feedback – remember the ‘Customer Complaint Iceberg’ and understand

• Develop a multi-channel customer feedback system that enables you to capture, record and report information quickly and easily. Leverage technology to aid your efforts.

• Follow-up issues. Review feedback regularly. Commit to a process of constant customer-driven improvement.

• Complete the feedback loop. Give prompt feedback to your clients, candidates and staff about the actions you’ve taken, or intend to take, as a result of the feedback you’ve received. Encourage them to keep the dialogue with you open. Reinforce you’re listening, and that you genuinely care what they think.

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- Informational: Irrelevant, inconsistent, incomplete

- Functional: Insufficient functionality online

- System: Hardware, software, network

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UNDERSTANDING SERVICE FAILURE AND RECOVERY

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Stage 1: Equalise the experience across all channels

Stage 2: Link online experience to bricks & mortar store. Data for personalized experience

Stage 3: Create a delightful, personalized shopping experiences

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- Connectivity: Extent to which cross-channel service, content & information linked.
- Flexibility: Customers are provided with flexible options & experience continuity when migrating task from one channel to another.
- Integration: Customer perceives all information systems & management are unified & integrated.
- Personalisation: Customer perceives that the omni-channel retailer provides its customers with individual attention.
- Consistency: Customers experience both content & process consistency interaction across channels.

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“3 keys to the success of MC – create and maintain a single view; establish a multichannel marketing platform; create consistent experiences across all channels.”

(SAS, 2018)

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• Understand the Definition of different CX channels

• Understand how to create and manage the seamless, Omnichannel experience

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- Good communication skills
- Job-specific skills (listening skills, etc)
- Be able to apologize, be sympathetic, listen, show facts, and agree what to do

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- Use their first name or a formal email form
- Follow-up queries (thankyou letter, email, phone call)

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- Consistent, clearly defined identity
- Advertise, build brand awareness

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1. Effective CRM (Customer relationship management)

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1. Effective CRM (Customer relationship management)

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- List top key accounts, give these people the best service
- Allow customer-facing employees can access to full info
- Draw up a set of procedures and standards
- Find out what, when and how customers buy

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•Understanding who your most valuable customers are.

•How to achieve a high standard of customer care for all your customers.

•How to turn your most valuable customers into your most loyal customers.

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The environment a customer experiences, entails not only the way the brand is presented but also the ease of shopping and the quality of service.

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the point of sales checkout counter

an office premises

social media

web

email

phone

, etc.

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Creates customer “JOURNEY MAPS”

understand

- motivations

- expectations

- questions that a customer might have related to your business and how to best serve them.

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Customer experience consists of three main aspects:

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Customer experience consists of three main aspects:

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• The customer journey

• Brand touch points (the way the customer interacts with the product)

• The environment that a customer experiences.