The Customer s Revenge FINAL
-
Upload
ruchi-gupta -
Category
Documents
-
view
303 -
download
1
Transcript of The Customer s Revenge FINAL
The Customer’s Revenge
Presented by: Umashankar Joshi(131)
Ruchi Gupta(132)Ravish Kapoor(133)
Archana Madhu Kumar(134)
Flow of Presentation Introduction to the case Description of the problem Analysis of the problem from various
dimensions Solutions to the problem The flip side Conclusion
Introduction Jim McIntire is the Vice President of customer service at Atida Motor Company
The Company is 70 year old Automobile manufacturer Better known for its innovative styling and better performance than for service
Jim joined the Company a decade ago and changed the customer service operations
The Company recently launched Andromeda XL and its sales were going strong
Changes in Customer Services Comprehensive warranty on all its new
vehicles An Atida credit card rewarded customers
with accessories for their cars Returning customers received radio satellites Atida came up with a state of the art call
centre in Bangalore
Problem faced by Atida Atida is facing problems in dealing with
unhappy customers Jessica Long is unhappy with her car despite
her car being replaced by the Company . She has even expressed concern over the quality of call centre service
Tom is exasperated with the kind of service the Company offers and threats the company of making a nasty film about the company and upload it on youtube
Cont… The disgruntled customers are flooding the Company’s CEO, Paul Turm’s, mailbox with complaint letters and the service department has not taken any action yet Lisa Ross , head of customer communications , is not ready to accept the problem of customers whose complaints border on extortion . Marieke Kuesters , head of public relations, wants them to log a solution for every pronto .
Reasons for Being concerned Jim recently saw a video on youtube about
Angel airlines and knows what negative impact internet can have on the peoples’ viewpoint .
In customer satisfaction survey they have dropped down on the rankings
These could result in drop of the sales of their newly launched Andromeda XL model
Cont… TARP (Technical Assistance Research
Programs), a U.S. group which focuses on complaining customers, found that 26 out of 27 people who experience problems do not complain.
The average upset customer tells nine people. One in five tells more than 20 people.
A brand that is known for 70 years may loose its sheen because of this negative publicity
Because of lack of services they may lose business to rivals
Short term solutions Cater to the customers who are currently
facing problems with their Atida Cars The CEO of the company should reply to Mr.
Tom and Mrs. Jessica Lang and assure them that their
problem will be looked into Dishonest customer s with fake complaints,
must be dealt with in a positive yet stern manner.
Solutions to the problem A change in the service policy is required to
cater to customers with issues beyond the boundaries of service department
The customer care staff should be trained enough to handle calls related to all the issues
Follow up is required to track whether the customer is satisfied after the issues with the car are being resolved
Implementation of solutions The complain should be answered immediately with either the car being repaired within a specified period of time or being replaced If the lower level management is not able to solve the problem the issue needs to be taken with upper level on priority basis
Customers should be made aware of the problem that they are facing in their car and the probable reasons for it .
Implementation of solutions cont…Mapping of customer experience and complaints for each category of car to analyze the quality of the product
Train customer service representatives to handle technical and high profile calls
In response to any online negative publicity initiated by an upset customer the company can upload a video justifying its stand .
The flip side The changes in policy may set a bad precedent for the customers . They may leverage on this to make
all kinds of claims A dishonest customer may take advantage of these
new policies and may bring in invalid complaints which will consume time and company resources
Training the customer care staff will require more time
and funds Introduction of new compensation programs will
require investment
Conclusion A complaint is a blessing in disguise as
it helps the company to improve its product and services since many customers might do not bother to complain & thus may satisfying many other customers indirectly. At the same time dishonest customers should be identified and dealt with intelligently and should not be ignored .