Major HBR cases concerns on a whole industry, a whole organization or some part of organization; profitable or non-profitable organizations. To make a detailed case analysis, student should follow these steps:
Atida is a 70 year old motor company, producing and selling stylish and innovative cars and they have just launched a new one on the market: The brand has many loyal customers and devoted fans among various clubs and communities.
As light is shed on these elements, one could wonder what could Atida do to deal with the unhappy customers? They are not ennemies, they have spent a lot of money on one or several expensive car ssometimes they are truly devoted to the brand and are huge fans of it; Therefore they are entitled to be treated with consideration, especially when the product keeps breaking down as in the case of a customer named Jessica Long.
It only fosters disatisfaction. Indeed, it seems that the company is acting submissively and passively towards its customers and thus, Atida should develop a strong and active dialogue, thanks to regular contacts with its customers through surveys or questionnaires, for instance because many lessons can be learnt from them.
Indeed, in an era where the Internet plays a predominent role in society, it appears that the times when managers and marketers were the only masters on board no longer exists. Nowadays, customers control the brand, can praise it to the skies or bad-mouth it thanks to blogs, social networks and YouTube.
The reputation of a company and the image of a brand are no longer managed by marketers only but they are also in the hands of customers since word-of-mouth, bad or wrong, spreads like wildfire on the Internet.
There is no miracle solution for Atida to deal with its customers and one should avoid opting for a Manichaean vision. Some managers may be willing to hierarchise customers according to their Customer Lifetime Value ie.
CLV, the present value of the future cash flows attributed to the customer relationship. Thus, customers like Tom Zacharelli, who have purchased several cars for the past years, that are devoted and loyal to the brand, would receive a better treatment and service gifts, reimbursements, etc.
To the contrary, nothing would be done for customers that keep complaining because there is always something wrong Jessica Long seems to be a good example of that kind and are quite costly for the company. Its power and the long-term effects arising from it can harm the brand, and make sales dwindle drastically.
Other managers may be willing to try to satisfy all complaining customers, giving all of them nice treatments and compensations as a reward for bad experiences with the cars and the customer service.
Their solution would be to forster the idea that the company treats customers on an individual basis and that it cares about them.
Thus bad word-of-mouth would turn into good one, and customers would tell their relatives how the company treats them so well and they would become brand advocators.
But think of the costs of such a solution. It might work for a while but it is surely not a long-term solution. As the emphasis is put on these two extreme solutions, the golden means must be found in order to deal with the unhappy customer problem. An efficient Customer Relationship Management System shall be able to consider and assess the potential gains and losses for each value, so that and individual response can be found for each complaint.
For instance, as I have previously explained, Tom has a high CLV but the value of his bad-mouthing is higher since he probably belongs to a fan community of Atida cars, and since, as a film-maker, he is able to make a really good video to tell people about his bad experience with the customer service and put it up on YouTube.
In this case, in order to avoid huge losses and retain this valuable customer, Atida should do something to smooth over the dispute. Are her complaints justified? Is she able to spread a powerful bad word-of-mouth?CASE STUDY THREE: THE CUSTOMERS’ REVENGE Case Study Three: The Customers’ Revenge Cody Olszewski St.
John’s University Abstract Case Study Three, The Customers’ revenge, which is provided by the Harvard Business Review, revolves around the developing situation at Atida Motors.
Atida Motors is a company that %(1). The War Against America: Saddam Hussein and the World Trade Center Attacks: A Study of Revenge [Laurie Mylroie] on plombier-nemours.com *FREE* shipping on qualifying offers. The Customer s Revenge FINAL. For Later. save. Related.
Info. Dresding Medical pom case study. Winfield PPT 27 FEB From Regional Star to Global Leader v1 Introduction Jim McIntire is the Vice President of customer service at Atida Motor Company The Company is 70 year old Automobile manufacturer Better known for its 5/5(1).
From CEO to business consultant to novelist, John Bell is a real-life case study of radical career change. We discussed the challenges and success factors. STEP 2: Reading The The Customers Revenge Harvard Case Study: To have a complete understanding of the case, one should focus on case reading.
It is said that case should be read two times. BibMe Free Bibliography & Citation Maker - MLA, APA, Chicago, Harvard.