When member service goes wrong, think "damage control". A good rescue process can turn angry, frustrated members into loyal ones. It can create more goodwill than if things had gone smoothly in the first place.
On the other hand, the failure to decree the question results in the member spreading their discontentment to many other people. Think about the last time you had a complaint that was not resolved. How many relatives, friends and co-workers did you tell? Studies have shown that for every 100 dissatisfied members, 4 will formally complain, 91 will tell 8-10 others, and 5 will tell 20 others. That turns into over 800 people receiving a negative view of the credit union!
Five Steps to service Recovery
Home Loan Complaints
1. Apologize. Start by telling the member, personally and sincerely, "I'm sorry." Members don't care whose fault the question was - they want man to champion their cause. So sincerely apologize on profit of the credit union and take accountability for the error.
2. Listen and empathize. You need to listen, and you need to care. These are the tools for service recovery. Avoid using phrases such as, "I understand" and "I know how you feel.". There is no way you can understand how man else feels. Instead try, "I can only imagine how you feel.", "That's got to be so frustrating.", or "What an unfortunate situation.". Listening and empathizing helps members unwind and feel like they are being understood.
3. Fix the problem. Once made aware of the situation, the worker must do whatever is significant to decree the problem, as speedily as possible. One of the most productive ways to move forward is to ask the member what he or she would like to have happen. To solve problems, employees must be empowered. They must be able to bend and break the rules in order to satisfy the member. However, most of the time, all the member wants is what they originally asked for.
4. Offer atonement. A rescue process will be valued by members if it includes, even symbolically, some form of atonement. "I'd like to make it up to you." The bigger the service problem, and the more valued the member, the bigger the atonement will have to be to restore the member to a state of satisfaction. Providing a refund, gift card or other compensation, depending on the severity of the problem, remains a powerful formula for service recovery.
No credit union can afford to lose members, if only because it costs much more to replace a member than it does to sustain one - five times more, most experts agree. A credit union's endeavor to ensure that its members are satisfied over the long term is rewarded by an growth in income straight through repeat business, referral sales, decreased member maintenance costs, and reduced exposure to price competition.
5. Follow-up. A few days after you feel the question has been fixed, corollary up. Call the member and ask, "Have we fixed all things for you?" and "What else can we do for you?". Make sure they are satisfied.
It is important to create a service rescue process (like above) that includes specifically defined steps that must be followed. create examples of service rescue with exact instructions for employees to meet or exceed them. For example, in the case of a mis-posted loan payment, offer to let the member skip a payment or give them a gift card. Have pre-printed coupons for a 1/4 % off their next loan or a free order of checks.
Train employees. All employees should be trained to corollary the above five steps. Use real examples of complaints in the training. How would you handle it? What could we have done better? Make sure employees understand the extent of their empowerment. If you want to be able to deal effectively with complaints, it is significant that you discharge the process. That is something that takes practice.
Five Steps to aid rescue - Complaint rescue Process For prestige Unions
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