Businesses must sometimes respond to disappointed customers. Whether your company is responding to frustrated customers through social networking channels or through more traditional channels, it will face the same challenges at maintaining goodwill. Generally, negative messages to customers follow the same pattern as other bad-news messages.

5. Dealing With Disappointed Customers in Print and Online

Businesses must sometimes respond to disappointed customers. Whether your company is responding to frustrated customers through social networking channels or through more traditional channels, it will face the same challenges at maintaining goodwill. Generally, negative messages to customers follow the same pattern as other bad-news messages.

Read the scenario, and then answer the question.

You are the manager of a luxury hotel in Atlanta. A representative from the National Association of Engineers (NAE) contacted you last year to reserve a large ballroom for the organization’s annual conference. He reserved the room by sending a check for 10 percent of the total room rental. However, you have not been able to contact him since. The conference is scheduled for next month. Another group has requested use of part of the conference space. Since you have not been able to reach the representative from the NAE, you booked the alternative function, refunded the NAE deposit, and canceled the reservation. Now the NAE representative is on the phone threatening to sue you and the hotel.

How should you respond? Check all that apply.

Explain why the problem occurred and what you did to resolve it.

Tell the representative he is to blame and hang up the phone.

Ask the representative to call back when he is no longer upset.

Describe the problem and apologize.

Points:

0.75 / 1

Close Explanation

Explanation:

When performing damage control, call the individual involved, describe the problem, apologize, explain the situation and how it will be resolved, and then follow up with a message that documents the phone call and promotes goodwill. Do not ask the representative to call back when he is no longer upset or tell him he is to blame and hang up. These actions will only infuriate him further. Listen sympathetically, do not place blame, and try to address the problem immediately.

An irate customer makes a Facebook post about an awful experience he had shopping at a clothing retailer. Another customer posts about exceptional service at the same store.

How should the clothing retailer respond to the posts?

Address the negative post, and let the positive post stand without a response.

Ignore the negative post, and thank the author of the positive post.

Engage the writer of the positive post, and address the negative post.

Points:

1 / 1

Close Explanation

Explanation:

The clothing retailer should engage the positive post and address the negative post. To make the most of social networking, businesses should respond to all legitimate posts as quickly as possible.

Companies should use the following strategies to manage negative news on social networking sites and blogs: Recognize social media as an important communication channel and an opportunity to learn from customers, become proactive and build your company’s online presence, join the fun by interacting with customers, and monitor comments.

Not all customer orders can be filled as received. When you are unable to fill an order and must deliver the bad news, you should avoid bad feelings and complications by beginning your message witha positive statement   that also reveals the facts.

Points:

1 / 1

Close Explanation

Explanation:

To avoid negative feelings and complications, begin your message with a positive statement that also reveals the facts. For example, you might praise the customer’s decision to order such a successful product and then explain that the high demand has left your company unable to fill the order. Do not reveal the bad news immediately or provide lengthy explanations in the first paragraph.

What is the most important aspect of announcing rate increases and price hikes?

Presenting the situation as out of the company’s control

Explaining the reasons and linking the increase to customer benefits

Linking the explanation for the increase to company profits

Points:

1 / 1

Close Explanation

Explanation:

When announcing rate increases and price hikes, the most important aspect is to clearly explain the reasons and link the increase to customer benefits. Focusing on company profits or uncontrollable circumstances does not help the receiver focus on the positive aspects of the bad news and may result in lost sales.

Read the scenario, and then answer the question.

A customer has sent you a letter requesting a full refund for a concert ticket he purchased. The customer missed the concert because he wrote down the wrong date in his planner. Now he wants his money back because he missed the event. You must deny his claim request.

How can you avoid blaming the customer in your response?

Don’t use you statements that sound preachy.

Place the reasons after the refusal.

Ignore the request since the concert has passed.

Points:

0 / 1

Close Explanation

Explanation:

To avoid placing blame, don’t use you statements that sound preachy. When denying claims, you should always provide reasons before the refusal, not after. Do not ignore claims because they are not valid. Build goodwill by treating all claims seriously.

What are your goals when sending a message that refuses credit? Check all that apply.

Preparing for possible future credit without raising false expectations

Avoiding disclosures that could cause a lawsuit

Avoiding language that causes hard feelings

Retaining the customer on a cash basis