When is the last time you can think of where you were thoroughly impressed by your experience as a customer?
Disney almost immediately comes to mind – after all, they are all about creating a “magical” experience. The sheer creativity at Disney blows me away. From a replicated Employees at Disney are instructed to always say, “my pleasure,” rather than “you’re welcome.” Characters can never be seen changing costumes in front of customers and ride attendants become actors each diligently playing a part in the experience. Disney has a whole college program dedicated to teaching and encouraging a beyond enchanting customer experience. While little gestures might not always be remembered, they contribute meaningfully to the overall feeling associated with a particular place or company and the overall satisfaction. For example, how many people would go back to or recommend a salon after one bad hair cut? Would you go back to a hotel is the sheets were unclean? Or, would you recommend a restaurant if the service was bad?
Little details go a long way.
This point might already be obvious so let me say the inverse; a little screw up can cost a lot of business. This brings me to my next point and case study – when a company makes a little or big screw up, it goes a long way if it fixes it by rewarding the customer and/or going above what’s necessary to fix the mistake.
You may have heard about the recent Delta glitch – the one that completely shut down Delta’s servers and entire control board in August 2016 (yeah, that one). I happened to be unlucky (or lucky) enough to be in the middle of it. Our 2 hour flight turned into a 5 hour delay in Detroit. Needless to say, we were not happy.
A couple days after our flight, Sean received an email from Delta stating that they were going to give him 20,000 bonus Skymiles for his trouble as a Gold Medallion (translation – the perks of status are awesome). Sean, however, had the brilliant idea of complaining to Delta since I did not receive such lovely bonus miles. Since there were two travelers, logically, there should have been apologetic emails to both of us.
After two emails and several days later, I received the following email from Delta:
Score!!! 20,000 Delta SkyMiles bonus points!
Keys to a good support email:
I highlighted a few key points in their email back to me which I found to be good in any customer support email:
Personalizing the email (note the extra time he took to say that he acknowledges that I was looking forward to quality time with family);
Showing empathy for customer’s circumstances;
Highlighted the most important takeaways;
Demonstrated that they listened AND responded by making the customer happy a la bonus miles;
Made it sound like I am a valued customer in the very last sentence