Nell’articolo viene presentata una survey finalizzata a identificare l’impatto del disservizio che i consumatori sperimentano nell’uso di prodotti e servizi. I risultati della ricerca evidenziano in particolare l’aumento della sensibilità al prezzo e della propensione all’abbandono. Viene quindi proposto un framework per la gestione del disservizio, che si basa su una corretta identificazione dei disservizi, sulla quantificazione economica del loro impatto e sul pieno coinvolgimento del personale di contatto nelle azioni di recupero. Vengono presentati e discussi alcuni dei risultati ottenuti attraverso l’applicazione del framework proposto, che mostrano come le aziende che hanno iniziato ad applicarlo siano riuscite a ridurre in modo drastico le probabilità di abbandono, generando benefici molto superiori rispetto ai costi sostenuti.

SERVICE RECOVERY MANAGEMENT: A LEVER FOR CUSTOMER LOYALTY#In the article is presented a recent survey aimed to identify the impact of service failures that consumers experience using different products and services, on their satisfaction, sensitivity to price and propensity to churn. Survey’s findings show that satisfaction decreases considerably, and above all, sensitivity to price and propensity to churn show a strong increase. A service recovery management framework is then presented, which has been already applied in several projects in different industries. Such a framework is based on a correct identification of service failures, on the financial measurement of their impacts and on the full empowerment of front-line employees in applying the recovery actions. Some results that have been obtained through the implementation of the framework are presented and discussed, showing that companies which have started to apply such managerial framework, have been able to reduce propensity to churn dramatically and have generated benefits much higher than costs. The proposed managerial framework can be helpful for all those companies which have decided to implement a strategy of customer centricity, as the starting point for a quick implementation with a clear measurement of the financial return.