Proactively Contacting Dissatisfied Customers to Provide Great Service Recovery

Proactively Contacting Dissatisfied Customers

Proactively contacting dissatisfied customers to provide great service recovery is a best practice that should be done for any touchpoint a customer uses to resolve their interaction. However, identifying a dissatisfied customer can be challenging. In most cases, a dissatisfied customer can be someone who has complained or expressed dissatisfaction to the agent or through a post-contact survey process.

SQM Group’s research shows a 15% drop in customer satisfaction (top box survey response) for each additional contact required to resolve the customer’s interaction on average. However, what is alarming about that is when a customer’s interaction was unresolved, 25% of those customers said they would not continue using the organization’s products and services. Therefore, there is a strong business case to contact dissatisfied customers proactively for service recovery.

76% of organizations proactively contact dissatisfied customers who used the call center to handle their inquiries or problem. However, in most cases, agents do not proactively contact dissatisfied customers who use the call center because they don’t have outbound call technology or process, specialized teams, and supervisors to handle the dissatisfied customers.

Only 37% of organizations proactively contact dissatisfied customers who used a self-service contact channel to handle their inquiries or problem. This is because organizations do not contact dissatisfied customers using agents for self-service contact channels in most cases. Furthermore, unhappy customers can be challenging to identify with self-service touchpoints without speech recognition technology or sentiment analysis. Interestingly, 79% of organizations proactively contact customers who make negative comments on social media. Clearly, organizations are worried about a poor customer experience going viral.

**Uncover the benefits of proactively contacting dissatisfied customers!**