Operational mistakes happen. If a company handles them well, customers will forgive the occasional lapse.
But UPS’s recent operational lapse on a very sensitive item actually went from bad to worse.
The good news is, we can learn from their mistakes to produce a better emotional outcome for our customers.
And that outcome matters: When customers rate the emotional experience highly, they are much more likely to forgive you for a problem (63% vs. 11%) and much more likely to recommend your brand (76% vs. 6%). Read more