Subpart 3. What steps can Brenda take to do a better job of maintaining open, two-way communication with Susan? **The Disgruntled Customer**At 8:30 a.m. Monday morning, Brenda received the voice mail. It was Susan Swanson, owner of a small advertising firm. She had neglected to get back to Susan and, since she had not, was now losing money! Brenda found this to be unusual. Brenda recalls that Susan did order and later received the product. Brenda just assumed that it was being used rather than paying the paper, they found this to be unusual. But what is more disturbing was Susan complaining. After all, it is not what they are used to. The machine was creating its output on the wrong paper could lead to more frequent paper jams and system control measures. Perhaps Susan simply misunderstood the purpose of the improvement. Brenda took immediate action to resolve the matter. She picked up the phone to let Susan know she was resolved to correct the situation.**Questions:**1. How should Brenda go about handling this complaint?2. What could Brenda have done to avoid this incident?3. What steps can Brenda take to do a better job of maintaining open, two-way communication with Susan?4. Assuming that Brenda can retain Susan as a customer, how can she add value to her relationship with Susan’s firm?

For building customer loyalty and longterm relationship a robust after sales service is to be kept…

Answered: Subpart 3. What steps can Brenda take…

Business

Marketing

Subpart 3. What steps can Brenda take to do a better job of maintaining open, two-way communication with Susan

Principles Of Marketing

17th Edition

ISBN:9780134492513

Author:Kotler, Philip, Armstrong, Gary (gary M.)

Publisher:Kotler, Philip, Armstrong, Gary (gary M.)

Chapter1: Marketing: Creating Customer Value And Engagement

Section: Chapter Questions

Problem 1.1DQ

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