Fixing a problem is the best path to loyalty
It might seem counter-intuitive to some, but when you’ve screwed something up is the best time to build customer loyalty. Your angry customer could end up being your best. It’s all in how you handle it.
The Ritz-Carlton has understood this for a long time. They know that any nice hotel room is pretty much the same. It’s a bed and four walls. What matters is what happens outside the room. That’s the service.
They also know that service is easy when things are going well. It’s not that hard to check you in and out, valet the car and deliver your luggage. What makes the difference is how things are handled when things aren’t going well.
It doesn’t matter if you need a reservation to a restaurant, a special delivery or have an issue with a noisy neighbor. What ever the problem is, The Ritz has realized they can distinguish themselves as one of the best hotel chains by fixing it and fixing it well.
The Ritz has a customer service policy that borders on amazing. If a customer has a request, the employee they tell about it must see that it is closed. They own that interaction beginning to end. No one gets to say “that isn’t my job” or “here’s the person to call.” They do it. They have to.
Any business can learn from this. Your customers want their problem fixed, what ever it is. They don’t care who does it for them. When they get shuffled around they lose faith that the issue will be solve. Empower people to make it right, and it will get better.
There’s the famous Nordstrom story about the woman who returned a tire there even though they don’t sell tires. Charlie Trotter has told a story about ordering a steak from a nearby restaurant to serve to a customer who wanted one, even though he didn’t have one on hand. Fix a problem and you can build a loyal customer. How would you have liked to have your business mentioned as one of these service leaders? It’s a viral marketing buzz that’s hard to beat. Anyone care to share a comment on a great experience?
