True or false?
Service recovery should involve a scripted and automated reply.
Service recovery should require the customer to do extra work.
Service recovery should leave the customer without a solution.
I had been waiting six months to see a new doctor for an annual physical. While six months seemed like a long time to wait for a non-specialist, I agreeably booked the appointment. Then with one month left to go, I received the following message by email:
Good Afternoon Jamie,
Unfortunately, your new Patient appointment scheduled on 10/29/25 at 8am with Doctor XYZ has been cancelled due to limited scheduling availability. We sincerely apologize for any inconvenience. Below is a list of providers currently accepting new patients at ABC. To schedule please contact the Access Center Monday-Friday 8am-5pm.
The reply was scripted, left me with additional work and regrettably without a solution. The list of physicians were either male (and I wanted a female provider) or didn’t have availability for another few months. I wanted to be seen immediately, especially because I had already been waiting 5 months.
I had a few choices. None of them ideal.
Should I select a new female doctor regardless of wait time?
Should I call, throw a fit, and demand to be seen after already waiting 5 months?
Should I pivot altogether and find a new practice group, potentially farther from my house?
While it was unbelievably frustrating that my appointment had been cancelled, it was made 10x worse because nobody from the practice group picked up the phone to call, hold my hand, and offer a timely and personalized solution. In real time they could have expressed empathy, apologized, clarified my needs (ie: I’m looking for a female doctor) and taken action.
I ultimately chose a different practice group, much farther from my house, but I was able to secure an appointment with a female physician only a few days after my initial appointment was scheduled. However, no customer should be left on an island of disappointment, having to pick up the pieces themself.