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Why Customer Recovery Matters
Why Customer Recovery Matters
We know that issues will happen – it’s a part of doing business. Although we are winning in a lot of areas, Chick-fil-A is NOT #1 with how well we resolve problems for Customers.
In the past year 7% of our Customers experienced a problem during their visit. This means 77,218,376 Guests had a problem during their experience.
On average, for those Customers who experienced a problem, 47% of them were NOT satisfied with the resolution of their issue. That’s almost half.
It costs five times more to attract a new Customer than to keep an existing one.
There is $175,901,141 chain-wide dollars at risk if an unrecovered Customer visits one less time.
As part of delivering Genuine Hospitality, Team Members have the opportunity to recover Guests in a REMARKable way. There’s no better time to showcase genuine hospitality than during a Customer Recovery situation. Customer Recovery is an investment that can provide a significant payoff for Operators—preventing the loss of future business by winning over the Customer with care. The HEARD model is our greatest resource to help equip Team Members to provide a REMARKable Customer experience at Chick-fil-A.
The HEARD Model
The HEARD Model
The HEARD model is Chick-fil-A’s process for recovering a dissatisfied Guest. It provides a simple, effective way to serve the vast majority of dissatisfied Customers. The acronym HEARD emphasizes the importance of empathy with Customers and delighting them in the process. The delight in recovery enables our 2nd Mile to continue to be what differentiates us from others to Customers.
H - Hear
E - Empathize
A - Apologize
R - Resolve
D - Delight
Heard Model Practice Scenarios
Heard Model Practice Scenarios
You will use the videos and links below to complete the Guest Recovery Leadership Element Training Activity.
Print a blank form using the above link. Watch the above videos. Then follow the steps below:
Describe the situation (what was the Customer complaint, how was it brought to your attention)?
Take a few moments to self-assess how you applied HEARD to the situation.
Discuss the results of the experience with a Leader and capture the successes.
Reflect on the experience, what might be some other ways to apply HEARD in a similar situation?
See the completed sample form for ideas.
Every Life Has a Story
Every Life Has a Story
Remember, every life has a story...
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