How To Win Back Unhappy Customers

I made a harried phone call at 4 pm to track a flower order - one I placed online but one that hadn't been delivered on the day it was supposed to. The company web site had taken my order, my credit card info and my delivery instructions and sent along a confirmation. But no phone number, no store ID and no person to contact. So I started calling the individual stores.

First store - 4:00 pm: (the closest geographically) "Nope, we didn't get the order here. How did you place it again? You could try this number and take your chances. Good luck."

Second store - 4:25 pm: "No it wasn't our store and I don't know how to help you. I don't know the codes to get into the system to find out where your order went. I just started working here a few weeks ago and I can't help much. But try this number (same as first store gave me). What? They're not answering? Hmm, then I don't know what to do. Sorry."

Third store - 4:30 pm: "I'm not sure who would have gotten the order but let me make a couple of calls and I'll call you back (which she did ten minutes later with the number for the fourth store)."

Fourth store - 4:45 pm: (a forty minute drive away) "Yeah we got your order and we'll call our delivery guy to get that out to you pretty quick here. Oh, you're not going to be home? Oh yeah, it does say you'd only be there until 5. Well what do you want us to do? Forget it? Really? Well OK. Yeah, we can refund your money but that's going to take a couple of days. Sorry."

But here's where it all changed. The fourth store called back the next morning and the store manager, who personally had messed up the order, offered this: "Mr. Burns, I am so sorry what happened yesterday. I messed up. I didn't read the order right and I wasn't on the ball. There are no excuses. I'm so sorry that we missed the special occasion. But the buck stops here. I'm the one who messed it up and I'm the one who is going to fix it. Your credit card has been reimbursed but I still want to send you your order today and I will pay for it, if you will accept it, as well as a $25 gift certificate in our store. Will you accept my apology and allow me to fix what I messed up? Please."

That's how you build strong service and win back lost customers: you are accountable, responsible and you make it right, no matter what it takes. People mess up, sure they do - and most would make up some lame excuse to not have to put their tail on the line. Some will protect themselves instead of keeping the customer. Some will use the "I just work here" clause to abdicate responsibility. And then some will damn the torpedoes and do it anyway - just to make it right. I am now a satisfied customer - one who is prepared to cross the city to get my flowers from here on in.

There is "WOW" or there is "not-wow." Fourth store gets a WOW - even though they messed it up the first time. That's how you win back unhappy customers.