Customer's Revenge Case

Individual Assignment 1

Name: Sonya Veleva

Student Number: 325222

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.

The problem that Atida faces, might very well be regarded as one of the most serious problems that firms have to deal with since the development of the Internet and the internet-based social platforms. These technological innovations have led to an enormous increase in consumers' knowledge and power. Through the Internet people have access to huge amount of information. They can research and compare companies, products and services, and this raises their expectations. In such quickly developing and highly competitive environment Atida's strategy should continuously change towards building strong relationship with customers.

The general policy of the firm regarding the customer management has definitely showed some improvement with the opening of the call center. It is still however, far from the level of service that is expected from customers. The fact that the call center is operating in Bangalore - “halfway around the world”, reveals that the firm is still primarily aiming to cut costs, while the main focus should be creating and managing a strong and high-level service platform for customers. In addition, from the complain letters included in the case, it becomes clear that the staff working in this call center is not trained properly and cannot respond adequately to consumer demands. If the firm wants to keep low level of labor costs, it could consider making use of the technological progress. It will be wise for the company to create a website and include there a digital assistant. This way, the most common and routine questions/complains can be answered automatically, and the number of workers in the call...