Case Story

Customer’s daughter bought the phone on 2018/7/8. Due to power key no response and Wi-Fi hang issue, customer sent to phone for repair on 2019/5/4 and got the phone repaired on the second day.
On 2019/5/4, CC agent called the customer for CSAT survey. Customer complained the maintenance engineer bad attitude: The maintenance engineer even didn’t listen to my description about phone issue and just told me to fetch the phone on the second day without explaining the reason. I was angry about that and argued with engineer. I hope someone from HQ can call me and apologize, otherwise, I will report your bad service to social media and local press.
On 2019/5/10, customer service manager called back the customer to apologize and negotiate the solution: upgrade the phone to a flagship model. But customer insisted on official letter of apology. On the same day, the customer manager and the maintenance engineer visited customer home to apologize personally and finally conclude a solution: upgrade the phone to a flagship model and earphone.
 

Case analysis

1. Only 5% of unsatisfactory users will complain to the enterprise, 26% will complain to the people around them, 69% will never complain but silently pull the enterprise into the blacklist, so we need to take every user who complains to us seriously.
In this case, the user did not call to complain actively, but expressed dissatisfaction when the RV agent called back for CSAT survey, indicating that the user was giving us the opportunity to recover him. At the same time, the user also pointed out the shortcomings of our services, which can help improve the quality of products/services, so as to win more users. Therefore, we should be grateful to users for their complaints and try our best to help them.
 
2. We need to sincerely apologize for our mistakes which have brought dissatisfaction to users. (6 forms of apology are attached at the end of the article)
The user's appeal is that someone in HQ call him back within 7 days to apologize. We can see that the user is reasonable (didn’t ask for immediately response or compensation, but just ask for apology), and is obviously typical seek respect psychology, such users tend to have strong self-esteem, and expect to be recognized and understood. In this case, customer service manager called the customer to apologize and visited customer to apologize personally, which shows our sincerity, coupled with substantial material compensation, user’s concern has been reasonably and effectively solved.
 
3. Satisfactory service means emotional satisfaction and issue resolved effectively, which need equal attention.
We all believe that maintenance engineers are working hard to solve customer’s issue. Sometimes, because of the focus on problem solving, the emotional communication with the user is neglected, which makes the user feel being unrespect and causes dissatisfaction.
When emotions are satisfied but problem is unresolved, the user's feelings are often: good service attitude, but poor professional skill, the overall service experience is general or bad! (Sometimes user will also feel satisfied when get good service attitude with problem unresolved.)
 
When problems are resolved effectively but emotions can not be satisfied, users often feel: professional skills, but poor service attitude, the overall service experience may be bad or general, but will never be satisfied.
 
Therefore, in the process of service, maintaining communication with users, answering questions and explaining doubts, can make user feel respected and valued, which is the key point to maintain good relations with users and create a positive service atmosphere.
 

6 Forms of Apology