Two customers order breakfast at a nationally known restaurant. The waitress takes their order, thanks them and walks away. A few minutes later, she returns with the two breakfast orders. One of the two customers notices that he didn\u2019t get the honey he ordered for his muffins.<\/p>\n
The waitress comes by a few minutes later, obviously very busy, and checks to see if everything is ok. The customer mentions to her that he didn\u2019t get the honey that he ordered. She acknowledges him and promises to get it. Several more minutes go by and nothing happens.<\/p>\n
Finally, the waitress checks back a second time asking, \u201cIs everything ok?\u201d At this point, the customer explains that it isn\u2019t ok. He never did get his honey and eventually just ate his muffins without it. The embarrassed waitress apologizes, murmuring under her breath that they are very busy today. She puts the bill on the table and walks away.<\/p>\n
This true story is a good example of good intentions gone astray. The waitress was rushed, and she didn\u2019t come through as she had promised her customer. Something as small as the honey for the muffins spoiled the restaurant\u2019s opportunity to provide good service to this particular customer.<\/p>\n
What is remembered in this customer\u2019s mind is that this restaurant, not just the waitress, did a lousy job of serving breakfast.<\/p>\n
What happened here is not uncommon. Since employees are human, they are going to make mistakes. What is important is how they recover from making the mistakes they\u2019ve committed.<\/p>\n
What are some particular situations in your business where a customer could experience poor service or an inferior prod\u00aduct?<\/p>\n
When a customer receives poor service, he is subconsciously conditioned to expect poor service the next time he does busi\u00adness with that company, that is, unless the company does something that would offset the experience in a positive way.<\/p>\n
In the example we talked about earlier, the waitress could have deducted the muffins from the cost of the breakfast and she could have given the customer a certificate for a free breakfast the next time he returned.<\/p>\n
The main point here is to let the customer know that you value him or her as someone important and that satisfaction with your product or service is crucial. You might make mistakes, but you\u2019re going to correct those mistakes and offer compensation.<\/p>\n
An important point to note when you are making up for the mistake is to have a \u201cbring back factor\u201d built in. This means that whatever you do to correct the error committed, make sure that it is something that will bring the customer back to your place of business.<\/p>\n
This will give you an opportunity to replace the negative expectation of service with a positive expectation. In the restaurant example above, the certificate for a future free break\u00adfast would give the restaurant another chance to prove to the customer that it can provide excellent service.<\/p>\n
1. What kinds of things could your company do to make up for a faulty product or an error in service?<\/p>\n
2. What kind of a \u201cbring back factor\u201d could you build into it?<\/p>\n
3. What steps could you, your staff, co-workers and managers take to prevent these things from happening?<\/p>\n
– Tom<\/em><\/p>\n
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