Why Read This
Problem resolution is a common moment of truth for customers. Unfortunately, firms often don't fully resolve customer issues. When they do, they still commonly underwhelm customers. Companies should take notice because exceeding customer expectations during problem resolution drives significant word of mouth and repeat business — and falling below expectations significantly erodes loyalty. To capitalize on the opportunity, customer experience professionals should assess customer expectations, plug major holes in the current problem resolution experience, and identify ways to wow customers while also reinforcing brand.