Recovering from Service Failures
An
excerpt of the article on service recovery by Stephen W. Brown,
PhD, et al. in the April 1998 issue of the Journal of Marketing.
Over
half of all attempted recoveries leave customers still feeling negative
about the company!
Companies'
responses to complaints often leave customers upset about interactions,
procedures, and outcomes.
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This is
why it is important to
- do
it very right the second time
- make
it easy for customers to complain
- prepare
for service recovery just like service delivery
For
more information on Steve Brown, recipient of the American
Marketing Assoc. Award, and an honorary
doctorate by the Swedish School of Economics in Helsinki, Finland,
please visit Who We Are.
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here to see our Resource Center
home page.
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