Sorry Is Not Enough!

Customer Satisfaction depends on creative problem solving, mot empathy

It's the first rule of customer service: When something goes wrong, apologise. In many cases, the apologies continue throughout the interaction as an employee goes the extra mile to convey empathy and concern. But surprising new research shows that approach can backfire: An apology that extends beyond the first seconds of an interaction can reduce customer satisfaction. Employees should instead focus on demonstrating how creatively and energetically they are trying to solve the customer’s problem – that, not warmth or empathy, is what drives satisfaction.

Researchers reached these insights via a novel study that allowed them to observe exactly what happens when a customer rep is confronted with an unhappy customer. Although many companies record customer interactions, privacy concerns generally prevent them from sharing the results with researchers. However, a team led by Jagdip Singh, of Case Western Reserve, obtained and analysed 111 videos filmed at customer service desks at the US and the UK airports for a reality TV show (the producers had had the customers sign privacy waivers). The clips depict employees dealing with passengers who have lost bags, missed flights, or suffered other indignities of air travel. “For the first time we were able to go beyond surveys or after-the-fact interviews and get direct access to the way these interactions happen in real life,” says Singh.