Customer Service Blog

Service Failure? Hope you did this first…

“Our team members need to nurture relationships with our stakeholders before there’s an incident.” This was a senior manager at a  large industrial services company. I was preparing a seminar for his team and was asking which communication areas he’d like us to target. The company has a stellar safety record, part of which stems from how they communicate proactively with major stakeholders. He pointed out that if there’s ever an incident, they shouldn’t be asking who their contact is, or discovering there’s a new person that doesn’t know them. If that happens, they’re suddenly put on the defensive and given no benefit of the doubt. I call this approach, building trust equity. It’s why courtesy reports and updates – even when they’re not required – are so valuable in maintaining loyalty, especially when things go wrong. How about you – are you proactively building trust equity with your customers?

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