Atida - Customer's Revenge

The Customer's Revenge.

How should Atida deal with its unhappy customers? Please reflect on the specific cases

presented, as well as on the general policy of the firm in terms of customer management,

and specifically in the presence of the Internet-related customer created communications.

Jim, Marieke and especially Lisa have to be on the same page when dealing with unsatisfied customers. Lisa is very simple when it comes to complaints. If they keep this dated general policy, the company maybe drops further down in the U.S. Customer Satisfaction Survey. Jim and Marieke have to make Lisa realise that Atida is not going to perform any better when the attitude to complaining customers does not change.

The call center in India is not performing great. A reason could be that the employees of the call center do not understand the customers/market in the US. It also seems that they have very little knowledge of the cars. Handling calls quickly should certainly not be an (important) target. Better employee training is recommended so that the call center can serve the customers of Atida more properly. The training should at least contain decent product training and how to deal with complaints. This should not only be done by Lisa, Jim also has to check this on an regular base and even fly to India a couple times a year to keep an eye on the quality. Language tests within the selection procedure for future call center employees also helps Atida.

Tom Zacharelli, a loyal customer, should definitely be reimbursed for all the costs that he made. All of the problems Tom encountered were because of five-month-old car produced by Atida. The company should also give on top of that some free accessories that he prefers. By not doing so, Atida will lose a customer who loves driving their cars. Even worse, he is seriously considering to make a film which damages Atida. Every loyal customer of Atida, who most likely represents future business, should receive some extra...