Review each consumers comments and answer the questions belo

Review each consumer’s comments and answer the questions below.

Joyce: “Over the years, I’ve had a few problems with firms. But I know that things go wrong and the staff usually try to do their best. And what’s the point of complaining, firms really don’t want to know and often I don’t want to get the staff member in trouble either.”
Barry: “That’s not my experience. The firms that I deal with usually want to know if there’s a problem and they generally go out of their way to fix it, and often give me some form of compensation.”

Tom: “I’m not that forgiving. With me, firms only get one chance. If they muck me around, then I take my business elsewhere straight away. And, of course, I tell all my friends about their poor service as well.”

Vera: “In my experience, the only way to get a problem fixed is to play hardball. I write to the CEO of the firm and I threaten bad publicity. If I hear nothing in a week, then I contact the local paper, ring local radio stations and lodge an official complaint with the relevant government agency. It’s amazing how willing they then become to fix my problem.”

1. What customers among the four are complainers and non-complainers?

2. Why should firms appreciate complainers?

3. How would a firm’s strategies differ across the 4 customers above to try to satisfy all of them?

Solution

Q1) The consumers Tom and Vera are complainers as they complain about the firm\'s products or services and take the hard way to get the problems fixed.

The consumers Joyce and Barry are non-complainers as they are either hopeful, positive or concerned about the firm and its staff.

Q2) Firms should appreciate complainers due to the below reasons-

1. Complainers are disgruntled consumers who get dissatisfied and create negative publicity for the firms thus resulting in loss or business.

2. Through complainers, the firms will get an honest feedback about their products or services which help them rectify and improve in future.

Q3) Below is how a firm\'s strategies differ across the 4 customers -

1. Joyce - Firms can attempt to give their best in resolving the problems but they need not offer any compensation or assurance to these kind of customers.

2. Barry - Firms can continue fixing problems and satisfying these type of customers. They can take feedback to generate positive publicity.

3. Tom - Firms should do their best to resolve the issues in the first attempt. They should respond immediately to the complaint and initiate an action plan to not lose the consumer.

4. Vera - Firms should respond immediately failing which they receive negative publicity from these type of consumers. Firm\'s public relations should be extremely active in this case.