In general, if a loyal customer has one bad experience with a company, how much does this impact their level of trust? In your opinion, how forgiving are customers these days?
Customers who really trust you can be incredibly forgiving. After all, it isn't easy to find a trustworthy company to buy from. But they are only forgiving when it comes to honest mistakes, not deception. Everyone makes mistakes, and customers can forgive a glitch or two in your processes, but they won't remain loyal to you if they detect that they've been deceived in any way, or if they think you've been less than honest with them in fixing the problem. JetBlue's Valentine's Day ice storm in 2007 is a great case in point. The carrier canceled more than one thousand flights over a holiday weekend and generated tremendous ill will among its customers and prospective customers. But it quickly took corrective measures. JetBlue implemented (voluntarily) a "
customer bill of rights
," entitling customers to specific levels of compensation whenever any designated inconveniences happened in the future, and soon had restored the trust of its customers to previous levels. There is an entire chapter on the topic of recovering lost trust in our book,
Rules to Break & Laws to Follow
Hear more in Creating Customer Value, a SearchCRM.com monthly podcast series with Peppers and Rogers.
Dig Deeper on Customer loyalty and retention
You can establish call center metrics that encourage agents to build customer satisfaction while also improving profitability. Learn how in this ...
How can you determine the cost of keeping a customer who is threatening to leave? Learn methods for calculating customer profitability for one ...
Learn the pros and cons of using click- to-call vs. click-to-chat software and find out which is best for reducing costs and improving the customer ...
Have a question for an expert?
Please add a title for your question
Get answers from a TechTarget expert on whatever's puzzling you.