From Zero to Hero: How can Tour Operators Take Advantage of the Service Recovery Paradox

24 Sep 2017     |    Blake Ng

The customer experience is the heart and soul of your tour and activity company. As a travel industry business that focuses solely on excursions, adventures and opportunities that are available only in your specific destination, you know that you need to provide a memorable and favorable experience to all of your customers in order to stay relevant.

However, sometimes things happen, and travelers are left with a less-than-pleased feeling after one of your tours. It’s easy to think that all hope is lost, but then, you remember about the service recovery paradox.

What is the Service Recovery Paradox?

The service recovery paradox is the situation in which a customer has a negative experience with a brand, but ultimately has an improved opinion of the brand after the circumstances have been resolved. The customer feels satisfied with the results of the customer service issue, and feels that the brand went above and beyond the call of duty to make it right. In the end, the customer typically has a more favorable opinion of the brand than they would have if the negative circumstances had not occurred in the first place. So, ultimately, the service recovery paradox is a beneficial experience for the brand.

How Can You Use the Service Recovery Paradox to Your Advantage?

Obviously, the best course of action is to minimize customer service issues and negative experiences with your brand. However, in the event of a negative experience, you should use the service recovery paradox to your advantage. The best way to do that is to make sure that you have a consistent and reliable customer service plan in place. Respond swiftly and appropriately, while always taking accountability for the experience. Take the preventative measures necessary to prevent these situations from occurring, but always have a plan in place for dealing with them when they arise.

Delayed Dissatisfaction: Dealing with Negative Online Feedback

Sometimes a customer chooses to express their frustration on social media sites and online review sites. This is particularly disappointing for tour and activity operators, as this is a visible black mark on their brand. However, you can take this situation as an opportunity to show other prospective customers your commitment to customer service. Acknowledge negative feedback by apologizing for the experience and offering a solution. Always remain polite, and try to act as quickly as possible.

It is possible — and sometimes even beneficial to your business — to turn a bad situation into a positive one. When you hold yourself accountable and provide customers with the service that they both need and deserve, you will earn a more favorable reputation in the tour and activity industry. Not only does this help the customers that encountered the issue in the first place, but it can prove to other future guests that you are committed to a quality experience for everyone.

To find out more information about improving your brand reputation and engaging with customers on social media, download the Rezdy online marketing ebook now.

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