Professional Documents
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Case: Farberware Products of America Point of View
Case: Farberware Products of America Point of View
Disadvantage
The consensus of the decision is not
gathered with the other concerned
department. The strategy that might
formulated will not exactly what the
customer is expecting.
Recommendation/Conclusion
I recommend alternative course of action number 1. It is best to work with the other
departments that have better knowledge in handling this kind of complaints and better
idea would come out if taken out from different point of views. Please see exhibit 1 for
the letter to be mailed to Mr. Angus. The letter assures the customer that his concern is
an utmost concern of the company. This also confirms that the company is willing to
take responsibility on the defective item, either to replace the item or refund the
purchase amount.
We all internally recognize that even great companies cant build and ship everything
perfectly, but its just so frustrating to be the person on the receiving end of
dud.Showing empathy to the customers situation thus becomes very important,
following with an immediate explanation of how the company is going to fix the situation.
While long, it completes three important objectives: it empathizes with the customers
frustrating experience, it explains what the problem might be (instead of having a
customer assume, we make crap products), and it offers a clear and immediate
solution. Depending on what the company sells and how it conducts business, it might
also add, or should I send you a full refund? Either way, know that in this situation its
the ability to relate with a customer that counts.
Im sorry is a mandatory response in these situations. Consider the Im truly sorry
about that as a personal apology to the customer that the experience wasnt up to their
expectations, not that a certain personnel is to blame. The company should
sympathize. As one might have guessed, many times angry customers are just as
interested (if not more interested) in hearing that someone empathizes with their
situation over getting the actual problem fixed. Even if one cannot understand a
customer, one can imagine how hed like to be treated if he happened to be that upset.
Even small phrases like, I understand how upsetting that must have been, can have
an impact on getting the customer to realize that the company is on their team in this
pursuit to make things right. Its hard to come up with a perfect solution for a customer
in this state, and know that even if a customer service representative handles things
perfectly, some people simply cannot be appeased. It should not stop the customer
service from making their best effort.
The company should apologize like a human being, not a machine. Does anyone feel
like his call is important when he get this message? Were sorry; all our operators are
currently assisting other customers. Your call is very important to us; please wait for the
next available operator. The company should keep that in mind. Apologizing is an
enormously powerful customer service tool. It doesnt have to be anything fancy,
someone should just say that hes sorry and he wants to make it right. He must not hide
behind corporate speak or act like a machine when dealing with an angry customer.
Instead, treat the customers like friends. That means apologizing and meaning itnot
simply delivering a canned apology speech. That means personalizing your treatment
for themnot trying to fit them in a one-size-fits-all-but-really-fits-none solution.
15 February 2015
Sincerely
(original signed)
Rachiel Dian Santua
Director of Customer Service