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Apr. 27, 2009 at 11:40am
Thanks, Mr. Blue
Posted by Guest Blogger in Community Relations, Planning and Strategy
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Recently I posted an account of my frustrating experience with my insurance company’s patient access Web site (Singing The Blues: Delivering on your promise). The initial problem was the customer-unfriendly login.
I got another e-newsletter that included an invitation to log in to the site. I tried again to log in and couldn’t. Then I found I couldn’t change my user name to something I could remember. So I sent the company my concerns and my blog post.Guess what? The person in charge of the site called me, gave me his cell phone number and invited me to share my concerns. He said he really appreciated the time I put into documenting my concerns and he would share my problems with his team. He also said my problems illustrated the need for them to get more resources to make the site work better and he invited me to get involved with beta testing of various site enhancements. Of course I will.
How my insurance company handled my problems and its intent to improve the usability of the site is a great example of service recovery. Research has found that when an organization recovers well from a service lapse, the customer is far more loyal than customers who have not experienced poor service. In my case, I heard a real voice and even got a cell phone number. It turned me from a critic to an ambassador. Thank you, Mr. Blue.
Kurt Jacobson is president of JayRay
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