CASE PRESENTATION ON THANK HEAVEN FOR
COMPLAINERS
PRESENTED BY- MAYANK SHARMA UTKARSH SHIKHAR
THANK HEAVEN FOR COMPLAINERS Companies would be better the dignity
served by viewing customer complaints as a source of strategic opportunities.
Complainers ought to be treated with dignity and respect.
CUSTOMER SATISFACTION Customer satisfaction is linked not only to
fault free service, but also to what transpireswhen something does go wrong.
First law of quality might be: “do it right the first time” - but service failure does occur
HANDLING CUSTOMER DISSATISFACTION
CAPTURING COMPLAINTS
Complaints may be made through:
the service provider’s own employees intermediary organisations acting on behalf
of the original supplier managers who normally work backstage but
are contacted by a customer seeking higher authority suggestions or complaint cards mailed or
placed in a special box complaints to third parties
COMPLAINING BEHAVIOUR IN SOUTH-EAST ASIA
Asian consumers may be less willing to send written complaints than others
Asian consumers are less likely to complain about poor service
Service failures are more likely to be tolerated
Individuals may restrain their own self interest if it would disturb others
STANDARDS FOR COMPLAINT HANDLING
“ The overriding aim of any complaintshandling process is to turndissatisfied consumers into satisfiedconsumers. This is best done byspeedy and effective remedies at thefirst point of contact.”
DO YOU KNOW WHY THEY LEAVE?
1% die.
3% move away.
5% develop other relationships.
9% leave for competitive reasons.
14% are dissatisfied withproduct or service.
68% leave because of rude ordiscourteous service.
COST OF LOOSING CUSTOMERS
Loss of future business
Incurring extra cost in finding new customers
Loss of reputation
Loss of current business relationship & revenues
COMPETENCIES REQUIRED FOR HEALTHY RETENTION OF CUSTOMERS Communication.
Customer Sensitivity. Decisiveness. Energy. Flexibility. Follow-up. Motivation to serve. Initiative. Integrity.
COMPETENCIES……..
Job Knowledge. Judgment. Motivation To Serve. Persuasiveness/
Sales. Planning. Resilience. Situation Analysis. Work Standards.
MEASURING LOYALTY ISSUE
Customers’ willingness to recommend your business to others is the best indicator of loyalty
Negative word of mouth spreads far more easily then positive
One bad experience can turn the table. Relationship building determines it.
Extremelyunlikely
Promoters Passive
10 9 8 7 6 5 4 3 2 1
Extremely likely Neutral
0
Detractors
THE CUSTOMER WANTS YOU TO
8 . . . Invite me back.
8 . . . Listen to me.
8 . . . Value me.
8 . . . Greet me.
8 . . . Help me.