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Even though the entertainment and retail industry do not seem to have much in common, there is one area that they share similarities; customer service and retention. People have less expendable income these days, so in order for businesses to succeed, they need to stand out from their competition. One area that offers businesses the best return on investment is to improve customer service and retention. The fact is that even the most customer oriented entertainment businesses are going to have unhappy customers. Either due to a technical problem or because someone's expectations were not met, entertainment guest recovery will be necessary to keep people returning. Since many guests will leave without telling a manager why they are unhappy, it is essential that businesses offer contact options that enable them to have their problems addressed at a later time. Similarly, retail guest recovery needs are also inevitable. No company can ensure that all items are stocked at all times or that someone does not have a bad experience with a product or sales agent. As with the entertainment industry, the number of shoppers who report a problem is very low; it is estimated that only one in twenty-seven shoppers will speak to a manager in store when they are unhappy. However, just because individuals do not make a habit of reporting problems does not mean that entertainment or retail guest recovery is impossible. When companies make it easy for consumers to get in touch with them, contact rates increase greatly, offering businesses opportunities for retention. It is essential that both retail and entertainment businesses have representatives available at all times and through a variety of channels. If someone is unhappy with their theater experience and attempts to get a hold of a company on the weekend and does not reach anyone, entertainment guest recovery is unlikely at that point. The more easily agents are available for guests, the better retailers and entertainment establishments will be able to repair damaged relationships.
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entertainment, guest, recovery,
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