How to respond to users and customers when problems occur and crisis situation Summary
In the service industry, troubleshooting caused to customers is indispensable to enhance the quality of service, even if it is dangerous to survive the service if it is not compatible, it is even important. What troubles should happen to the customer in case of a crisis situation, what kind of countermeasures should be taken by customers, what kind of crisis management system should be laid from the usual point of view, what will be done after the trouble converges About startup support serviceGrooveMr. Lam - Makidan, who is in charge of marketing, is summarizing.
The Crisis Communication Handbook for Customer Service
There is no business who wants trouble in business, but in reality there is no business that does not cause trouble, there is always a possibility that a "tragedy" will occur from trouble. According to Mr. Majkidan, among others, "server outage", "security obstacle", "litigation", "negative reporting", "leakage of confidential information" etc. are factors that can lead to a crisis situation as soon as an incorrect response is made And that.Benjamin FranklinIt is very important to prepare from time to time how to respond to a crisis situation, as the word "failing to prepare is preparing to fail" as failing to prepare Mr. Marquardan thinks.
◆ 1: Apology
According to Mr. Makidan, it is said to apologize the word "I am sorry" absolutely what should be given priority in the crisis situation. Even if the user himself or a third party has the cause of the problem and the company does not have the responsibility for the trouble that has occurred, as long as the user is involved in the trouble by his / her service / product, the responsibility of the trouble Mr. Markhdan says it is also in its own company.
To convey the word of apology saying "I am sorry" the first step of responsible action that the service provider should take at that time. The words of this apology are to show understanding of the customer's situation and to show empathy for the unfortunate event that occurred, and Mr. Markhdan prefers the necessity to convey by words at the beginning aside from anything.
A book by Mr. Belberly Eagle who explained about the utility of apologyThe Power of Apology"According to the apology, customers feel comforted the heart feeling that they were harmed by others, there is no need to take trouble as a personal matter related only to you, stuck" past " It is confirmed that he is going from ahead of him, and he seems to open a door to forgiveness through empathy.
◆ 2: Internal communication tool
Customer's troubles may not occur within business hours, but even if it is outside business hours, it is required to respond promptly to problems that occurred to customers. Therefore, Mr. Marquardan thinks that it is necessary to prepare a tool that can inform the person in charge who received the complaint, in case of emergency and understand the trouble situation so that they can receive support from members in the company. And it is desirable to have multiple methods.
The state that the contact address is only an in-house mail address is out of the question
As a concrete tool, Mr. Maquidan is easy to understand for anyone to fix when content is updatedGoogle DocsI'm recommending. By the way, Groove to which Mr. Maquidan belongs seems to be preparing a virtual conference room on the cloud that can convene members in the event of an emergency and participate in meetings from anywhere, so it seems that such an online conference system is very useful .
◆ 3: Mail correspondence
Mr. Markhdan prefers the importance of sharing information not only within the company but also with other customers about the trouble received from the user, and it can be said that it is possible to deliver the situation that changes every moment by e-mail It states that it is effective.
The important thing in mail delivery is to omit the standard sentences containing unnecessary greetings, etc. and to notify the main points compactly and directly. Moreover, by sending as much mail as possible to the extent of not exceeding 1 case per hour, by updating the information, it is understood that they understand that their company is seriously working on trouble. Even in the absence of remarkable progress, we will inform you that we are still taking measures to solve the problem, because we can only have a sentence saying "Please continue to be in trouble and continue to wait for a while." Makidian said. However, we should bear in mind that under such circumstances one mistake or omission is not allowed.
The frustration that "Trying to respond with a predefined template, send a wrong email with key points left blank" is in your native language.
◆ 4: Blog update
In addition to reporting the situation by e-mail, if there is an official blog, we should also tell the situation change one by one in the blog. Also, rather than adding new posts, Mr. Mirquidan says that in order to make it easier for customers to solve problems, a single post on trouble should be added and updated in chronological order.
◆ 5: SNS
Following the mail / blog, if you have various SNS channels, you should also notify the information there. Mr. MARQUADAN said that it is better to respond to information dissemination to solve problems on all occasions where there is a connection with customers and that it is better to respond by designating a specific employee such as who should do Twitter's response doing.
◆ 6: After troubleshooting
In order to resolve the crisis situation, Mr. Maquidan thinks it is important not only to solve problems but also to provide information even after the trouble has been resolved successfully. According to Mr. Makidan, it is desirable to send the final report telling that the trouble has been resolved within 24 hours from solving the problem. Specific contents are "Apologies with heart," "What happened", "Why did it happen" "What did you do with it" "How did it change itself?" " It is important to express comprehensively information such as what to do in order not to cause troubles, what will you do? "
There is no one who wants a crisis situation to occur, but Makidan says that it is possible to strengthen the relationship of trust with customers by taking special measures in crisis situations.
in Note, Posted by darkhorse_log