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The Bottom Line
Value Of An Apology
The
of the easiest and quickest ways to diffuse anger, create
rapport, and regain goodwill with unhappy customers is to
apologize. Offering an apology to a customer who experiences a
problem should be a natural response from customer service
providers. Yet, recent research reveals the startling fact
that 50% of customers who voice a complaint say they never
received an apology.
Not only does an apology give
"soft benefits" such as creating calm, shaving
minutes off of talk time, less stress on the employee, etc.,
it can also translate into significant and measurable savings
in reduced lawsuits, settlement costs, and defense costs.
Sound too good to be true?
A
bold new paradigm initiative called Sorry Works has been
saving a VA hospital in Kentucky thousands of dollars in
settlement costs. According to Victims and Families United,
Sorry Works says when medical mistakes or unanticipated
outcomes occur, doctors and hospitals should thoroughly review
the facts of the case and quickly notify the patient and/or
families with the findings. If an error or mistake is found,
the hospital should apologize, offer answers, and provide a
fair settlement up front. Providing a fair settlement upfront
is as essential as the apology.
The Victims and Families United website reports that the VA
hospital in Lexington, KY has practiced the Sorry Works
approach for 17 years and has reduced lawsuits, settlement
costs, and defense costs. Only three cases have gone to trial
over the 17 year experience, and the average settlement is
$16,000 versus the national VA average of $98,000.
Furthermore, cases are closed in 2 to 4 months instead of the
usual two to four year average.
Wouldn't you like to realize these benefits in your
business? It's surprisingly easy-just apologize upfront and
sincerely when the company is clearly in the wrong, provide
answers, and provide a fair settlement.
About the Author
Since
1999 Myra Golden has been providing customer service training
solutions for some of the world’s most recognized brands.
From Fortune 500 companies to Government agencies, Myra gives
clients ground-floor access to specialized measurably
effective training and timely market intelligence, helping
them completely restore customer confidence in their brands
after any service mishap –without giving the store away.
Myra
is the former head of Consumer Affairs for Thrifty Rent-A-Car
System, where she led a strategic team that regained the
goodwill of unhappy customers and she worked with the
company’s loyalty program to create value for the most
frequent customers. She
can be reached at info@myragolden.com
or 866-873-8419. Her website is www.myragolden.com.
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