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YOU WISH TO TELL US ABOUT IT OR TO RECEIVE A REPLY FROM THE PERSON IN CHARGE,
INDICATE YOUR CO-ORDINATES SO THAT WE GET IN TOUCH WITH YOU
OR JOIN THE CUSTOMER SERVICE ON THIS TOLL-FREE NUMBER: YOU HAVE SUGGESTIONS, CONCERNS? EXPRESS THEM!
TOGETHER WE CAN TREAT THEM YOU LIKE YOUR BANK?
HELP IT TO SERVE YOU
YOUR SATISFACTION IS OUR PRIORITY 25 507-153-1 Topics for Discussion
- What is the bank’s philosophy for dealing with customer complaints? (What are the
strength and are the weaknesses?)
- How are complaints aggregated, analyzed and used by the bank?
- How does the bank involve customers in the recovery process?
- How does the bank involve employees in the recovery process?
- How can the bank make it easier for customers to complain?
- How can the bank make it easier for employees to solve incidents?
- Identify the levels of management complaint in this case.
- By examining the dynamics of complaints management from the differing perspectives
of organizational leaders, employees and customers, describe the extent of alignment
between bank and customers views of the management complaints attributes (encouragement and accessibility, response time, compensation; employee motivation,
internal relationship, employee attitude, organizational resources and philosophy, culture,
the management support, the system of management complaint, recovery-related learning
- How can a firm create a complaint-friendly culture?
- Identify the criteria (key tenets) of a high quality service recovery process?
- Describe characteristics of an effective service recovery team?
- Identify the potential outcomes and goals of a service recovery process.
- Discuss the impact of leadership involvement in this service recovery process
- How can service recovery promote a proactive attitude toward improving customer
- How can service recovery result in strengthened customer relationship?
How organizations can innovate through solving problems experienced by customers?
- How do companies learn from customer negative feedback information? How does the use of Information Technology can improve the service
recovery process and differentiate firms? Interactive Exercises
1. The class breaks into small groups. Each group is asked to implement complaint
management strategy for the following institution:
Museum of art and design
Non profit organization (ex. Sport)
Hospital/ health service
Return to class and discuss what phenomena are common and what phenomena are
specific to each institution.
2. Use the pictures given below to analyse the defensive organisational attitudes and
behaviours towards customer listening throughout the different steps of service recovery.
Illustrate your analysis of the case and explain how the bank favouritism for or prejudice
against the consumer complaint can lead to external service recovery effectiveness or
ineffectiveness (in terms of satisfaction with service recovery, repurchase intention, trust,
commitment)? 27 507-153-1 28 507-153-1 “Integrating complaints to develop excellence” , Clive Hicks TMI UK,
integrating for excellence conference, Sheffield Hallam University, 30 June 2006 29 507-153-1 Natalia Scriabina, Sergiy Fomichov (pp51): “6 ways to benefit from customer
complaints”, Quality Progress, Sep2005; 8, 9 30 507-153-1 Natalia Scriabina, Sergiy Fomichov (pp52): “6 ways to benefit from customer
complaints”, Quality Progress, Sep2005; 8, 9 31 507-153-1 A Complaint is a Gift
Service recovery that builds customer loyalty
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- Spring '12