LISTENING TO EXISTING CUSTOMERS: RECOMMENDED FIRST WAY TO CUT COSTS or DRIVE SALES
-Are Corporates listening to Customers in India?
-Do they take feedback about the product sold and implement the correction actions?
-Are Indian Corporates smart enough to do cost reduction by having a simple “Customer feedback implementation Team” rather than paying huge sums to consulting companies? -Why do most of surveys target new customers and not existing ones?
- Why spend on Marketing when it can done at reduced costs?
- Is Marketing just push and not pull?
- Why spend on TVCs & Print Media when word of mouth can be used?
I often make it to a point to write to Corporates if I am dissatisfied by the service / product. An evaluation on replies / complaints filed and responses post that is as follows -
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CASE 1) BANKS
Banks in particular are very good in complaints of Corporates. MNC banks like HSBC and Standard Chartered has laid down process to handle the same with escalation levels clearly defined. A proper Customer complaint lodging channel exists on websites for Corporates. However the situation is opposite in retail banking channel, there are still millions of credit card related complaints pending for reverts.
Conclusion :
Corporate – Satisfactory
Retail – Highly Dissatisfactory
Note -
CASE 2) HOTELS
An Email to a Hotel (I stayed here for a Night)
Dear Sir / Madam,
UTan resort follows a very very rigid policy of throwing out customers sharp at 11:00.
When someone comes to Utan in the evening at 7:30 PM on a friday nite and next day they ask for a late checkout by 1:00 PM. It should be given as i have been frequent at UTAN and not all customers come in by 11:00. So to say BLUNTLY NO to loyal customers for the same and be rude with them on PHONE is not advisable.
Utan is a good property run by a very rude receptionist.
Rgds,
Manish Gadia
Reply I received from UTan -
Dear Manish,
Hi ! This is Dr. Gopal, responding to your suggestion.
Thank you very much for conveying your feelings which are respected.
Let us put our problem to your consideration. We have limited no. of rooms & our main occupancy is on Saturdays & public Holidays that gets booked well in advance. therefore we are not able to oblige our Friday check-in guests with this request as next day(e.i. Saturday)'s guests start arriving & we are commited to their check in time. However if you book for any other night than Friday,saturday (Public holiday eve), I assure you we will be able to extend to you late Check out. Alternatively if you choose to extend your stay by one more night we can give you discount for the first night which you came in late.
I am personally very sorry for the rudeness any of my staff at the reception has shown towards you or anyone else. I personally will look into it.
Regards,
Dr.Gopal
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Email sent to another resort which was not replied yet (it’s been 8 months)
Jagbir,
I stayed in your resort last to last Friday Night. It was a Horrific stay. With AC not working, zero cleanliness, Flush not working, shady bedsheets / curtains, later service. One of the worst places in Mumbai.
U-Tan resort in close proxmity is just 600 rs costlier but 10 times better.
I demand full refund.
Rgds,
Manish Gadia
Conclusion – Mixed Feeling
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CASE 3) CARS
Sir / Madam,
I had bought CIVIC 1.8 AT in the month October (2007) from Linkway Honda (Goregaon East). During the said period, there was a scheme whereby i was entitled for a free stay in certain Resorts / Hotels. I have emailed & written to the following address manytimes (PO Box 9207, New Delhi 110092, India), however nothing happened.
I have contacted the dealer LINKWAY also, but all they have to say is "This is HONDA's scheme not theirs, contact HONDA". As a buyer of relatively expensive model of your company, i stand now after 2 years highly disssatisfied. There is no proper consumer re-adressal forum. I am entitled for some offer & i should get one.
But till now all my phonecalls etc have not been heard.
I have intentions of highlighting the same to various AUTO publications for the non receipt of the offer.
Requesting once again to give the resort booking which i deserve / or give me necessary reimbursement.
CC:- HONDA JAPAN, HONDA INDIA
P.S: - Please be assured, i didnt commit any mistake in filling the offer form & the same was submitted on time.
Response from HONDA – No response as yet. The Dealer Linkway called just to say sorry, however no action. I also want to give valuable feedback on Honda Civic as a vehicle, however I have no contact with Honda nor can I find any Internet site where I can lodge my feedback.
CONCLUSION – Highly dissatisfactory.
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CASE 4) CINEMAS
The following complaint was lodged on PVR’s website. No response yet (its been around 4 months already).
Dear Mr/Ms. Customer
Greetings from PVR Cinemas !!!
Your complaint has been registered and a case with Case ID: CAS-34686-V3T4ST was opened against your complaint.
Case details are as shown below:
Case ID: CAS-34686-V3T4ST
Case Type: Feedback
Customer's Comments::
I and my friend are regular at PVR. But this time we have decided we will not goto PVR anymore. It all started with one movie (name of which we forgot. I think it was werewolf), we went to a screen in PVR goregaon. The volume of the movie was sooo sooo low that we had togo and complain to the management. Post that we went to PVR goregaon 2 more times and now again yesterday for "HOT TUBE MACHINE". May 01 2010 06:15PM The movie quality and the sound quality was soo soo bad that in all it was a very bad experience. PVR doesnt deserve to cheat us with 250 rs and then give us worst quality in the world. We demand PVR to refund us our 1000 Rs (250 Rs each for 2 Movies). Please refund the same as we are genuine customers. More importantly work on Screens like AUDI 4 at PVR Goregaon etc etc. They are very very bad.
Our representative named: PVR Customer Support is working on this case. We are glad to serve you.
Regards,
PVR Customer Support
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An Email was shot to another Cinema chain operator
Dear Sir,
I am a regular visitor of Movietime cinemas HUB - Mumbai and would like to bring the bad food situation exisiting at your theatre.
Recently i went to see Ishqiya at the multiplex and bought sandwiches and rolls (Veg, Chicken). Post eating the same, both me and my friend
felt vomitty. The entire cine going experience was screwed up because of that. Normally people prefer eating at Mcdonalds then to eat at Movietime cinema as the food quality is very very bad.
Requesting you to please look into it as it is coming from a loyal customer of Movietime.
Rgds,
Manish Gadia
Movietime staffs are better in taking care by replying to the complaint. They promised an action. But it’s been almost a year and things have not changed. Movie time still serves the worst food in the cinema category.
CONCLUSION – Highly dissatisfactory
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CASE 5) Courier
The following complaint was lodged on Accord Global’s website. We got telephonic response but the undelivered courier has still not reached (its been around 2 years already)
Hello,
My AWB - 1000349066
I have sent a Greeting Card through you to a UK address. It has been over 10 days and i am still figuring out where my greeting card is.
I have called Accord Call Centre and had a chat with one lady over 10 times (022 - 32664550). Every day she confirmed me that the shipment is happening, but it has not happened as yet. I had told 100 times to Mr. Pawan (9987671102) and that Call Centre Lady to deliver the same to neighbor etc if no one it at the address, but till now they seem to just laying eggs.
I plan togoto Consumer Forum with strictest of action to be taken against owners of accord Global. Kindly send me details of partners of your company so that an action can be taken against them.
Rgds,
Manish
CONCLUSION – Highly dissatisfactory. Lost Package and no accountability. No Refund. No Claims paid.
------------------------------------------------------------------------------
-Are Corporates listening to Customers in India?
-Do they take feedback about the product sold and implement the correction actions?
-Are Indian Corporates smart enough to do cost reduction by having a simple “Customer feedback implementation Team” rather than paying huge sums to consulting companies? -Why do most of surveys target new customers and not existing ones?
- Why spend on Marketing when it can done at reduced costs?
- Is Marketing just push and not pull?
- Why spend on TVCs & Print Media when word of mouth can be used?
I often make it to a point to write to Corporates if I am dissatisfied by the service / product. An evaluation on replies / complaints filed and responses post that is as follows -
------------------------------------------------------------------------------
CASE 1) BANKS
Banks in particular are very good in complaints of Corporates. MNC banks like HSBC and Standard Chartered has laid down process to handle the same with escalation levels clearly defined. A proper Customer complaint lodging channel exists on websites for Corporates. However the situation is opposite in retail banking channel, there are still millions of credit card related complaints pending for reverts.
Conclusion :
Corporate – Satisfactory
Retail – Highly Dissatisfactory
Note -
Firstly, i feel the marketing campaigns in the year 2007-08 were fabulous and made various Banks, brands, to be remembered amongst the clutter.
Due to the exceptional times (Year 2009), I feel generic brand 'MNC BANK' has taken a hit. E.g: Banks have exited cases, which we had booked just 3-6 months from the start date of relationships. Various banks took decisions like stopping various businesses/ products in their umbrella.
I understand that the same was done considering a larger view of the market, however the notion that "MNC Banks wont support corporates in times of crisis and only PSU Banks acts as a pillar then" has now been engraved in the minds of good customers.
I feel a real micro level connect is needed (specially with the lost customer base) rather than only print or media campaigns. Listening to grievances of customers and acting on the same is one of the steps recommended (though it will cost the respected division a lot). A other way to look at it is, listening to them probably is a better way to invest the marketing funds now (as India comes out of recession).
------------------------------------------------------------------------------Due to the exceptional times (Year 2009), I feel generic brand 'MNC BANK' has taken a hit. E.g: Banks have exited cases, which we had booked just 3-6 months from the start date of relationships. Various banks took decisions like stopping various businesses/ products in their umbrella.
I understand that the same was done considering a larger view of the market, however the notion that "MNC Banks wont support corporates in times of crisis and only PSU Banks acts as a pillar then" has now been engraved in the minds of good customers.
I feel a real micro level connect is needed (specially with the lost customer base) rather than only print or media campaigns. Listening to grievances of customers and acting on the same is one of the steps recommended (though it will cost the respected division a lot). A other way to look at it is, listening to them probably is a better way to invest the marketing funds now (as India comes out of recession).
CASE 2) HOTELS
An Email to a Hotel (I stayed here for a Night)
Dear Sir / Madam,
UTan resort follows a very very rigid policy of throwing out customers sharp at 11:00.
When someone comes to Utan in the evening at 7:30 PM on a friday nite and next day they ask for a late checkout by 1:00 PM. It should be given as i have been frequent at UTAN and not all customers come in by 11:00. So to say BLUNTLY NO to loyal customers for the same and be rude with them on PHONE is not advisable.
Utan is a good property run by a very rude receptionist.
Rgds,
Manish Gadia
Reply I received from UTan -
Dear Manish,
Hi ! This is Dr. Gopal, responding to your suggestion.
Thank you very much for conveying your feelings which are respected.
Let us put our problem to your consideration. We have limited no. of rooms & our main occupancy is on Saturdays & public Holidays that gets booked well in advance. therefore we are not able to oblige our Friday check-in guests with this request as next day(e.i. Saturday)'s guests start arriving & we are commited to their check in time. However if you book for any other night than Friday,saturday (Public holiday eve), I assure you we will be able to extend to you late Check out. Alternatively if you choose to extend your stay by one more night we can give you discount for the first night which you came in late.
I am personally very sorry for the rudeness any of my staff at the reception has shown towards you or anyone else. I personally will look into it.
Regards,
Dr.Gopal
------------------------------------------------------------------------------
Email sent to another resort which was not replied yet (it’s been 8 months)
Jagbir,
I stayed in your resort last to last Friday Night. It was a Horrific stay. With AC not working, zero cleanliness, Flush not working, shady bedsheets / curtains, later service. One of the worst places in Mumbai.
U-Tan resort in close proxmity is just 600 rs costlier but 10 times better.
I demand full refund.
Rgds,
Manish Gadia
Conclusion – Mixed Feeling
------------------------------------------------------------------------------
CASE 3) CARS
Sir / Madam,
I had bought CIVIC 1.8 AT in the month October (2007) from Linkway Honda (Goregaon East). During the said period, there was a scheme whereby i was entitled for a free stay in certain Resorts / Hotels. I have emailed & written to the following address manytimes (PO Box 9207, New Delhi 110092, India), however nothing happened.
I have contacted the dealer LINKWAY also, but all they have to say is "This is HONDA's scheme not theirs, contact HONDA". As a buyer of relatively expensive model of your company, i stand now after 2 years highly disssatisfied. There is no proper consumer re-adressal forum. I am entitled for some offer & i should get one.
But till now all my phonecalls etc have not been heard.
I have intentions of highlighting the same to various AUTO publications for the non receipt of the offer.
Requesting once again to give the resort booking which i deserve / or give me necessary reimbursement.
CC:- HONDA JAPAN, HONDA INDIA
P.S: - Please be assured, i didnt commit any mistake in filling the offer form & the same was submitted on time.
Response from HONDA – No response as yet. The Dealer Linkway called just to say sorry, however no action. I also want to give valuable feedback on Honda Civic as a vehicle, however I have no contact with Honda nor can I find any Internet site where I can lodge my feedback.
CONCLUSION – Highly dissatisfactory.
------------------------------------------------------------------------------
CASE 4) CINEMAS
The following complaint was lodged on PVR’s website. No response yet (its been around 4 months already).
Dear Mr/Ms. Customer
Greetings from PVR Cinemas !!!
Your complaint has been registered and a case with Case ID: CAS-34686-V3T4ST was opened against your complaint.
Case details are as shown below:
Case ID: CAS-34686-V3T4ST
Case Type: Feedback
Customer's Comments::
I and my friend are regular at PVR. But this time we have decided we will not goto PVR anymore. It all started with one movie (name of which we forgot. I think it was werewolf), we went to a screen in PVR goregaon. The volume of the movie was sooo sooo low that we had togo and complain to the management. Post that we went to PVR goregaon 2 more times and now again yesterday for "HOT TUBE MACHINE". May 01 2010 06:15PM The movie quality and the sound quality was soo soo bad that in all it was a very bad experience. PVR doesnt deserve to cheat us with 250 rs and then give us worst quality in the world. We demand PVR to refund us our 1000 Rs (250 Rs each for 2 Movies). Please refund the same as we are genuine customers. More importantly work on Screens like AUDI 4 at PVR Goregaon etc etc. They are very very bad.
Our representative named: PVR Customer Support is working on this case. We are glad to serve you.
Regards,
PVR Customer Support
------------------------------------------------------------------------------
An Email was shot to another Cinema chain operator
Dear Sir,
I am a regular visitor of Movietime cinemas HUB - Mumbai and would like to bring the bad food situation exisiting at your theatre.
Recently i went to see Ishqiya at the multiplex and bought sandwiches and rolls (Veg, Chicken). Post eating the same, both me and my friend
felt vomitty. The entire cine going experience was screwed up because of that. Normally people prefer eating at Mcdonalds then to eat at Movietime cinema as the food quality is very very bad.
Requesting you to please look into it as it is coming from a loyal customer of Movietime.
Rgds,
Manish Gadia
Movietime staffs are better in taking care by replying to the complaint. They promised an action. But it’s been almost a year and things have not changed. Movie time still serves the worst food in the cinema category.
CONCLUSION – Highly dissatisfactory
------------------------------------------------------------------------------
CASE 5) Courier
The following complaint was lodged on Accord Global’s website. We got telephonic response but the undelivered courier has still not reached (its been around 2 years already)
Hello,
My AWB - 1000349066
I have sent a Greeting Card through you to a UK address. It has been over 10 days and i am still figuring out where my greeting card is.
I have called Accord Call Centre and had a chat with one lady over 10 times (022 - 32664550). Every day she confirmed me that the shipment is happening, but it has not happened as yet. I had told 100 times to Mr. Pawan (9987671102) and that Call Centre Lady to deliver the same to neighbor etc if no one it at the address, but till now they seem to just laying eggs.
I plan togoto Consumer Forum with strictest of action to be taken against owners of accord Global. Kindly send me details of partners of your company so that an action can be taken against them.
Rgds,
Manish
CONCLUSION – Highly dissatisfactory. Lost Package and no accountability. No Refund. No Claims paid.
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