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

Hierarchy at Atida Motors

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 .

Thank you

Click icon to add picture