Thomas from Ariyh - 🎓 Say “Thank you” not “Sorry”
🎓 Say “Thank you” not “Sorry”After a service failure, use appreciation (“Thank you for your patience”) instead of an apology (“Sorry to keep you waiting”) to improve satisfaction, repurchases, and word-of-mouth.New to Ariyh? Join 7,223 evidence-based marketers for 3min insights 💡 based on research 🎓 to grow your business 📈 If you find these insights useful please share them with your colleagues and friends, Ariyh grows thanks to you! Today’s insight is brought to you by… Storyblok Make your content easy to manage and publish across all your digital channels. Join Storyblok for the fourth edition of Stories from the Blok to learn how to transition to a highly efficient headless CMS. Want to sponsor Ariyh? Here’s all you need to know. 📝 IntroUS companies lost $1.6 trillion in 2016 due to customers switching after poor service, and 44% of unsatisfied customers vented on social media (according to Accenture data). So any improvement in recovering after failing a customer has a big impact. An elaborate study used 12 experiments to show us how to do that. P.S.: If you’re interested in tools and systems to stay productive, I’ve been subscribed to Dan Shipper’s Superorganizers for a while now. He interviews CEOs, content creators, and best-selling authors to learn how they structure their calendars, take notes, read books, get through their inbox, and manage their emotional lives. Check it out if you might find it useful! Previous insight: The “Sold-out” effect (100+ more insights here) Use “Thank you” instead of “Sorry” to better recover from a failureImpacted metrics: Customer satisfaction | Customer spending | Customer retention 📈 RecommendationAfter a mistake or service failure (e.g. a long wait, wrong product delivered), thank the customer for their understanding (e.g. “Thank you for your patience”) instead of apologizing (e.g. “Sorry to keep you waiting”). People will be more satisfied and less likely to complain. If the failure is severe (e.g. waiting 60min to order at a restaurant), you need to accompany the “Thank you” with compensation (e.g. a free drink, a discount). Thanking or apologizing before the failure is more effective than doing it after (e.g. when you know the service will be slow). 🎓 Effects
(People’s reactions when asked to imagine a plumber that arrives 1 hour late - Click to zoom in) New here? Subscribe for the latest marketing research 💡 from top business schools 🎓 in 3min practical insights 📈 🧠 Why it works
✋ Limitations
🏢 Companies using this
⚡ Steps to implement
🔍 Study typeLab and online experiments. United States and China 📖 ResearchYou, Y., Yang, X., Wang, L., & Deng, X. (December 2019). When and why saying “Thank You” is better than saying “Sorry” in redressing service failures: The role of self-esteem. Journal of Marketing. 🏫 AffiliationsCollege of Business, New Mexico State University; Darla Moore School of Business, University of South Carolina; School of Management, Zhejiang University; and Fisher College of Business, The Ohio State University. United States and China Remember: This is a scientific discovery. In the future it will probably be better understood and could even be proven wrong (that’s how science works). It may also not be generalizable to your situation. If it’s a risky change, always test it on a small scale before rolling it out widely. Rate today’s insight to help me make Ariyh's next insights 🎓 even more useful 📈 How was today’s insight? Want to sponsor Ariyh or ask a question? -> Reach out at thomas@ariyh.com Don’t have time to study all the latest marketing science in depth? -> You can ask me for Personalized Recommendations. I will analyze your business and tell you exactly what research you should apply. New to Ariyh? -> Subscribe below or read other 3min marketing insights here |
Older messages
🎓 The “Sold-out” effect
Tuesday, November 9, 2021
Display some sold-out options to increase quality perceptions of your products and increase sales (people said they were 22.7% more likely to buy in one experiment). Don't show too many or the
🎓 Invent ‘Special Days’ to launch promotions
Tuesday, November 2, 2021
Promotions on unusual 'Special Days' (eg World Tourism Day, anniversary of first purchase) are more effective at increasing sales. In one experiment, people were 25% more likely to buy.
🎓 Sustainability boosts sales
Tuesday, October 26, 2021
Sustainability initiatives signal trust and product quality for small businesses and startups. People were 82% more interested in products from a sustainable startup.
🎓 How to encourage pre-orders
Tuesday, October 19, 2021
If your launch is far away, use free gifts rather than discounts to encourage pre-orders (in one experiment they were 125% more effective). If it's less than a week away you can use either.
🎓 Short, easy names are more trustworthy
Tuesday, October 12, 2021
eBay sellers with short and easy to pronounce names were judged as 31% more trustworthy than those with long and difficult names
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