When Unhappy Customers Strike Back on the Internet Harvard Case Solution & Analysis

After finding a guitar badly damaged by the baggage handling United Air Lines', and, having gone through nine months of fruitless attempts to secure restitution from the company exhausted customers responded by posting a YouTube video of his accident. A year later, the video has become viral and generated more than 9 million views. This musician course of action is just one example of a true movement, not only in the public network to complain are becoming more common, but this form of customer response can also be very costly for the company. So what do companies have to deal with online complainers? Based on his eight years of research, the authors concluded his understanding of this phenomenon and provide effective recommendations. They organize their findings in the two-by-two matrix. First, the rows of the difference between (1) the applicants understanding of the motives and behavior, and (2) Recommendations which hurt companies can change those behaviors. Second, the differences between the columns before and after the online complaints, motives and behavior change over time. Recommendations of the authors show how companies can prevent or at least reduce the line to complain, and how companies should respond after online complaint is in any case. In particular, they show that the best way to avoid the triggers online to complain is to develop a fair process and sorting systems for the initial online without complaint. In addition, they show that companies must respond to complaints online as quickly as possible, in any case, not later than four weeks after a complaint online ad and that the nature of the apology should depend on the type of client involved. "Hide
by Thomas Tripp, Jana Gr goire Source: MIT Sloan Management Review 10 pages. Publication Date: April 1, 2011. Prod. #: SMR380-PDF-ENG

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