The Customer's Revenge
The Customer’s Revenge
Case Study
I. Problem Recognition Atida Motors is facing some customer service problems as well as some technical difficulties with a few automobiles. Jim, the VP of customer service has been notified of some customer service related complaints by customers who experienced car trouble in some less than ideal circumstances. The main concern is the customer service issue. Technical problems are part of running an automotive company and will periodically happen to every car company. Jim and Atida Motors want to avoid the negative repercussions that bad word of mouth and widespread social networking can bring if their service problems continue.
While Jim has helped the company cut costs by establishing an overseas call center in Bangalore, the company’s reputation for outstanding customer service has been slightly diminished in the eyes of the consumer. The newly established call center in Bangalore is experiencing a backlog due to communications issues related to customers not being able to understand the call center representatives. Furthermore, their ranking in a key customer satisfaction survey has dropped, likely due to the problems with the call center.
Lisa is the company’s head of customer communication. She was instrumental in helping to set up the new call center in Bangalore and spent a considerable amount of time there during the transition. She has valuable experience in her field, but she may be overlooking some aspects of doing business in a modern economy. She views customer complaints and often the customers themselves as “problem children” rather than the value adding assets they are. She does not seem to be concerned with fixing the communication issues either, advising Jim to hide behind the company’s legal rhetoric. While Lisa means well, she may be too heavily relying on strategies that were probably more effective in the past.
Tom is a loyal Atida customer and a member of the
Case Study
I. Problem Recognition Atida Motors is facing some customer service problems as well as some technical difficulties with a few automobiles. Jim, the VP of customer service has been notified of some customer service related complaints by customers who experienced car trouble in some less than ideal circumstances. The main concern is the customer service issue. Technical problems are part of running an automotive company and will periodically happen to every car company. Jim and Atida Motors want to avoid the negative repercussions that bad word of mouth and widespread social networking can bring if their service problems continue.
While Jim has helped the company cut costs by establishing an overseas call center in Bangalore, the company’s reputation for outstanding customer service has been slightly diminished in the eyes of the consumer. The newly established call center in Bangalore is experiencing a backlog due to communications issues related to customers not being able to understand the call center representatives. Furthermore, their ranking in a key customer satisfaction survey has dropped, likely due to the problems with the call center.
Lisa is the company’s head of customer communication. She was instrumental in helping to set up the new call center in Bangalore and spent a considerable amount of time there during the transition. She has valuable experience in her field, but she may be overlooking some aspects of doing business in a modern economy. She views customer complaints and often the customers themselves as “problem children” rather than the value adding assets they are. She does not seem to be concerned with fixing the communication issues either, advising Jim to hide behind the company’s legal rhetoric. While Lisa means well, she may be too heavily relying on strategies that were probably more effective in the past.
Tom is a loyal Atida customer and a member of the
Cited: http://melissagalt.com/5-steps-to-handling-unhappy-customers/ http://www.inc.com/guides/cust_tech/20909.html http://www.thedailybeast.com/articles/2012/08/28/why-call-center-jobs-are-coming-back.html Mothersbaugh, David, and Del Hawkins. Consumer Behavior: Building Market Strategy. New York, New York: McGraw-Hill, 2010.