In another article, we talked a little about the difference between satisfying and delighting customersand how enchantment strategies positively influence a brand’s loyalty and position in the market.
We know that enchanting is a mission that requires greater investment and effort on the part of the company, since it needs to know and follow its consumers more closely in order to offer consumer experiences with added emotional value. But this challenge can be even greater when there is a dissatisfaction involved, whether it’s a defective product, a service not delivered as expected or a purchase not received. There are several possible faults that can lead to a complaint, but for all of them, there are solutions that can turn them into enchanting experiences.
To show how it works in practice, we illustrate two situations of very dissatisfied customers and Scooto’s action to reverse them.
Problem 1:
The Scooto way:
Hello, Vicente! My name is Fulana, I’m part of the team of Customer Experience and I’m going to help you.
First, I want to apologize for the enormous inconvenience caused during your portability process and say that I understand your frustration. But I want to assure you that let’s solve your problem.
I just need your CPF number so that I can access your registration. Once that’s done, I’ll request an urgent shipment and your SIM card will arrive within 48 hours. It will leave from the Tim store closest to your home.
I know we started off on the wrong foot, but we want you to feel welcome and satisfied. satisfiedThat’s how every Tim customer should feel. That’s why we’ll cover your first 6 months with the plan, ok? And don’t worry about the contracted limit, we’ll provide unlimited calls and internet.
Your contact for solving this problem will be directly with me. I’ll leave my e-mail and WhatsApp in your Instagram message box so that you can send me your CPF number, which will only be collected for access to the registration and sending of the chip. I’m available to see you from 8am to 6pm. Get in touch by whichever means you prefer.
I’ll be waiting for you, Vicente. See you later!
Problem 2:
Hello, Carol! My name is Fulana, I’m part of the Customer Experience team at LojaX and I’m going to help you.
First of all, I want to apologize for the enormous inconvenience caused by receiving and exchanging your vacuum cleaner, and assure you that we will solve this problem. We we understand the urgency of your case.
I just need you to tell me your order code so that I can access our system and request a new product to be delivered on the same date, as well as collection.
We want to minimize your dissatisfaction as much as possible. That’s why we’ll also refund your purchase price, okay? You will receive your vacuum cleaner, but it will be at our expense.
And, Carol, your contact for solving this problem will be directly with me. I’ll leave my email and WhatsApp in your Instagram message box so you can send me the order code. I’m available to see you from 8am to 6pm. Get in touch by whichever means you prefer.
Looking forward to seeing you, Carol. See you later!
Did you notice that, although they solve problems from different sources, the two services have a lot in common? They follow the premise of qualified service from Scooto, which basically consists of 6 crucial points:
- “I’m here.” Yes, we take it literally. It means showing the client that you are a person and that you are here to listen and help them. This stage relies on the professional’s identification and readiness to embrace the cause.
- Listening to the pain and identifying the source of the problem: listening, in both cases, meant paying attention to the story described by the consumer. Notice: we replaced “Gee, we’re sorry. How can we help?”with a direct approach, where the professional read, understood the pain and identified her role in the situation.
- Conveying security: after being welcomed, the customer needs to be sure that his problem will be solved (whether it is within the reach of the attendant or not, the service needs to be resolutive and, for this, the sectors of the company need effective communication each other). We always make sure we find a solution.
- Present the solution: this doesn’t always mean solving the problem in a single service. Presenting the solution means showing the customer what you will do for the resolution. Even if you’re not the final decision-maker, the attendant has the power to direct the situation and, in practice, this can mean: collecting essential data, passing on important information, or even recording the detailed report (preventing the customer from having to repeat to someone else everything they’ve already said during the service).
- Being proactiveNote that in both examples, the attendants don’t wait for the customer to say “ok” before starting to deal with the case. Here at Scooto, we know that proactivity makes all the difference to a effective service and we put it into practice. In the first example, being proactive also meant making available two service channelssince the consumer reported not having access to the mobile network (the intention is to make it easier for him to contact the company and minimize his frustration).
- Exceeding expectations: This is where the greatest strategy of enchantment comes in, which is to to positively surprise your customer. There are countless ways of doing this, but they all have to start from one basic principle: the consumer must feel valued. To work well, the company needs to adapt the action of this stage to the decision-making power of the professional who is going to take it on. Here are some options:
- Benefit: doesn’t have to do with offering a gift or a voucher to avoid negative buzz (that won’t work). The benefit needs to be linked to the pain the customer feels and, together with the service context, bring emotional value added.
- Human and exclusive service: Technology can be a great ally in many sectors of your company, but support is not one of them. Only a human being can listen, understand and welcome your customer in the way they would like, and make them feel valued. Offering a qualified professional to provide exclusive service shows how much the company invests in and values a good customer experience.
All this (and much more) is what Scooto can do for your company, transforming your customer service into your strategy for strategy.