1 Choose the right channel

The first step is to choose the right channel to ask for customer feedback. Depending on the nature and severity of the service failure, you may want to use different channels, such as phone, email, survey, or social media. For example, if the service failure was minor and resolved quickly, you may opt for a short and simple survey that customers can complete online or on their mobile devices. However, if the service failure was major and required a lot of effort and time to resolve, you may want to call the customer personally and have a more in-depth conversation. The key is to choose a channel that is convenient, accessible, and appropriate for the customer and the situation.

3 Ask the right questions

The third step is to ask the right questions to get valuable and actionable feedback. Instead of asking yes/no or rating questions that only measure customer satisfaction or dissatisfaction, you want to ask open-ended questions that elicit customer insights, suggestions, and expectations. For instance, you can inquire about how they felt about the way you handled the issue, what they liked or disliked about the solution offered, how you can improve your service quality and delivery in the future, and what you can do to make them more loyal and happy as a customer. Asking these questions can assist you in understanding the customer's perspective, discovering gaps and opportunities, and fostering rapport and trust.

4 Follow up and act on feedback

The fourth and final step is to follow up and act on the feedback you receive. You don't want to ask for feedback and then ignore it or fail to acknowledge it. That would defeat the purpose of service recovery and damage your customer relationship. Instead, you want to thank the customer for their feedback, apologize again for any inconvenience caused, and assure them that you will take their feedback into account and make the necessary changes. You also want to keep them updated on the progress and outcomes of your actions, and invite them to share their feedback again in the future. This way, you can show your customer that you value their feedback, respect their voice, and are committed to their satisfaction.

5 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?