Retweet this button on every post blogger Companies spend millions of dollars to develop their BRAND. They try to do so by creating strong associations about the product in the minds of the customers, building that emotional connection and exceeding customer expectations unlike the competitors. However what many companies forget is that all their efforts pertaining to brand building can go in vain if they fail at service recovery at any customer contact point.
When customers give access to brands to enter their lives, they are honoring the brands by giving them a place in their space. Thus customers in return of their loyalty also expect a level of respect and consistency from the brand. And companies trying to brand themselves need to understand this human psychology of being acknowledged.
For e.g. my friend's bank was after her to get a credit card or invest her savings through them when she was making a handsome income. However when my same friend went back to school for her graduate studies (hardly for a year) and had little cash in her account, she was treated indifferently and the level of service provided to her by the bank took a nosedive. At one instance when there was a certain complication with her credit card account, she felt that the representative at the bank almost politely insulted her even though my friend was making the payment in full and had missed it just by a few days. This one incident has affected my friend so much that she has decided that once her graduate studies are over, she will never bank with her current institution. Her bank spent 5 years building that Brand and level of trust and one unfriendly interaction with the bank shattered the experience.
So Brands or companies aspiring to be brands should be careful that service recovery in an effective manner is crucial to build that bond with the customers, else it is very easy to lose not just one loyal customer and make the relationships sour but negative word of mouth can be exceedingly harmful for the brand.
