Five Steps to Service Recovery – Complaint Recovery Process For Credit Unions

March 14, 2018

AEC recovery

When member service goes wrong, think “damage control”. A good recovery process can turn angry, frustrated members into loyal ones. It can create more goodwill than if things had gone smoothly in the first place.

On the other hand, the failure to resolve the problem results in the member spreading their dissatisfaction to many other people. Think about the last time you had a complaint that was not resolved. How many relatives, friends and co-workers did you tell? Studies have shown that for every 100 dissatisfied members, 4 will formally complain, 91 will tell 8-10 others, and 5 will tell 20 others. That turns into over 800 people receiving a negative view of the credit union!

Five Steps to Service Recovery

1. Apologize. Start by telling the member, personally and sincerely, “I’m sorry.” Members don’t care whose fault the problem was – they want someone to champion their cause. So sincerely apologize on behalf of the credit union and take responsibility for the error.

2. Listen and empathize. You need to listen, and you need to care. These are the tools for service recovery. Avoid using phrases such as, “I understand” and “I know how you feel.”. There is no way you can understand how someone else feels. Instead try, “I can only imagine how you feel.”, “That’s got to be so frustrating.”, or “What an unfortunate situation.”. Listening and empathizing helps members unwind and feel like they are being understood.

3. Fix the problem. Once made aware of the situation, the employee must do whatever is necessary to resolve the problem, as quickly as possible. One of the most effective ways to move forward is to ask the member what he or she would like to have happen. To solve problems, employees must be empowered. They must be able to bend and break the rules in order to satisfy the member. However, most of the time, all the member wants is what they originally asked for.

4. Offer atonement. A recovery process will be valued by members if it includes, even symbolically, some form of atonement. “I’d like to make it up to you.” The bigger the service problem, and the more valued the member, the bigger the atonement will have to be to restore the member to a state of satisfaction. Providing a refund, gift card or other compensation, depending on the severity of the problem, remains a powerful method for service recovery.

No credit union can afford to lose members, if only because it costs much more to replace a member than it does to retain one – five times more, most experts agree. A credit union’s effort to ensure that its members are satisfied over the long term is rewarded by an increase in revenue through repeat business, referral sales, decreased member maintenance costs, and reduced exposure to price competition.

5. Follow-up. A few days after you feel the problem has been fixed, follow up. Call the member and ask, “Have we fixed everything for you?” and “What else can we do for you?”. Make sure they are satisfied.

It is important to create a service recovery process (like above) that includes specifically defined steps that must be followed. Create examples of service recovery with strict instructions for employees to meet or exceed them. For example, in the case of a mis-posted loan payment, offer to let the member skip a payment or give them a gift card. Have pre-printed coupons for a 1/4 % off their next loan or a free order of checks.

Train employees. All employees should be trained to follow the above five steps. Use real examples of complaints in the training. How would you handle it? What could we have done better? Make sure employees understand the extent of their empowerment. If you want to be able to deal effectively with complaints, it is necessary that you absorb the process. That is something that takes practice.


  • king_clover March 14, 2018 at 1:28 pm

    you know at least he dodged the peephole spike, that's a first

  • Dark Prince March 14, 2018 at 1:28 pm

    based on my ass..

  • Tracey Tolmay March 14, 2018 at 1:28 pm

    Hey look.. It's the guy from glee

  • Luke Johnson March 14, 2018 at 1:28 pm

    Kill Count:

    Demented Family: 20
    Jessie and her brother: 2

    Total: 22

  • Fdsfd Fdfdf March 14, 2018 at 1:28 pm

    shitty movie

  • Mireia March 14, 2018 at 1:28 pm

    spoiler: how could she not defeat him if her whole family was there come on there was only one left of them what the fuck

  • diego maldonadomoreno March 14, 2018 at 1:28 pm

    gua al ultimo el chcco era un moustro

  • Motionless _ March 14, 2018 at 1:28 pm

    the sex appeal of that masked guy is humongous in the movie, gee

  • ConnorTheNative March 14, 2018 at 1:28 pm

    SPOILERS!!! (I watched the movie, here's what I think.)

    its an average/ok movie
    the only thing original about the movie is this skeleton killer guy outfit, with the concept of his jaw being completely torn off. At least I feel like that's pretty cool for a serial killer.

    The 3 things that suck about this movie. The 1st is the stereotype that "oh internet, facebook, stalker = serial killer on a girl" generic story line a lot of horror movies use. The 2nd was the ending was pretty shitty outcome where the serial killer wins and everyone just gets fucked. The 3rd was that there were 3 people and they were dumb enough where 1 of them had a phone and could have called the cops and have gotten help.

    Other than that it is not that bad of a movie, its an average horror movie. This idea of this missing jaw skeleton kid running around killing people, and looking for a girl is a cool concept. The only things that could have made this movie an actual decent horror movie if the basic beginning story line of stereotyped Facebook girls getting kidnapped was not used. The ending could use some work or could have just ended in a cliff hanger where the skeleton killer guy just showed up in the background still alive. Instead of giving the main characters the shittiest ending, that they could have just made this cool skeleton serial killer on the loose, and let those 2 guys escape.

    I really do like the outfit he wears, and the concept that his entire jaw is torn off where he is wearing skeleton face mask with a black hoodie. Really gives you a feel like your some random character that entered hotline miami 2. The music also with the nightclubs and beginning reminds me of hotline miami 2.

    The movie was just ok, it was nothing special, the only thing that was special was this skeleton serial killer guy, and the jaw ripped off concept. That was what is cool and I definatly enjoyed all the seens with that kid. Other than that the movie is just an average nothing special, with a shitty ending.

  • Fo Nir March 14, 2018 at 1:28 pm

    Il est bien ???

  • Jeremy March 14, 2018 at 1:28 pm

    looks like the Liberals, I mean cry baby trump wins that break windows, burns building that people live in, breaks store windows etc. plays in this movie

  • Qwerrrz March 14, 2018 at 1:28 pm

    The movie may be shit, but the music is not.

  • Melak Fakhrualdin March 14, 2018 at 1:28 pm

    has anyone watched it?

  • Simba Yeliz March 14, 2018 at 1:28 pm

    trailer sux looks like a b movie

  • Holy Moly March 14, 2018 at 1:28 pm

    a bunch of sleazy skanks and low grade music ,social media so called scary bull shit,,again?

  • Yaliin Cruz March 14, 2018 at 1:28 pm


  • Kevin C March 14, 2018 at 1:28 pm

    Your last night as a high schooler was a long, long time ago.

  • jamescarpathian March 14, 2018 at 1:28 pm

    Hunting Pokemons!

  • Oliver P. March 14, 2018 at 1:28 pm


  • Aleksandar Ćuzović ĆUZO March 14, 2018 at 1:28 pm

    sranje 😀

  • Stander Q8 March 14, 2018 at 1:28 pm

    Does anyone know a similar movie please lemme know ❤️

  • Ambassador of Corruption March 14, 2018 at 1:28 pm

    La is my bitch life

  • Elisangela Costa March 14, 2018 at 1:28 pm

    kd a legenda em portugues?

  • Branco Maciel March 14, 2018 at 1:28 pm

    Poxa! Não dá mais pra confiar em trailers! Revelam quase tudo! Inclusive o rosto por trás da máscara.

  • Olivia Battles March 14, 2018 at 1:28 pm

    really good movie 😃 very creepy!

  • Dev GB March 14, 2018 at 1:28 pm

    Based on the Deep Web stories lol

  • птн пнх March 14, 2018 at 1:28 pm


  • Trina Ash March 14, 2018 at 1:28 pm

    Seems like this is kind of like jeff the killer,Sh!T the ending looked like what Jeff looks like.I would be shocked if it was

  • Ms Rana March 14, 2018 at 1:28 pm

    fuck you all, there are plenty of good movie no one watches. stop complaining.

  • S March 14, 2018 at 1:28 pm

    "Oh my god…………..that's me"
    Stupid and unnecessary and made the whole trailer stupid.

  • aubrey Aubrey March 14, 2018 at 1:28 pm

    This is actually a really good movie that is not at all cheesy, although it's quite amateur…… I feel like almost two hours were not wasted, I wouldn't go to the theaters to see it, but overall, it's a good watch and very surprising, it's believable and quite scary but not to extreme it's great for 14 year olds on scare factor level, but that doesn't bother me I hate how every movie tends to be as gory as possible

  • 5 20rbeasrt March 14, 2018 at 1:28 pm

    Why does he scream likea girl in 1:36

  • stexn March 14, 2018 at 1:28 pm

    Worst movie ever 0.5/10 would never watch again

  • manasou March 14, 2018 at 1:28 pm

    anyone has a link to buy that half-face mask like that dudes on 0:31 ? plox

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