Customer Loyalty Strategy

Screw Up First

BY JOHN DIJULIUS

One of the key characteristics of the top customer experience brands in the world is that they are “ Zero Risk ” to do business with . A Zero Risk business isn ’ t one that never makes mistakes ; every excellent customer service company drops the ball from time to time . The secret to what makes these top brands Zero Risk lies in their customer service training — specifically , how well they have trained their employees to make it right when things do go wrong . In other words , Zero Risk means peace of mind for the customer .

A lot of organizations force their customerfacing employees to hide behind company policy . Policy is a word that tends to create a negative experience . During customer interactions ,