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Melisande NoelMBA 2B

1- LISTEN TO YOUR CUSTOMER

When ou have an issue with a customer, first listen to him and understand what happened from the customer perspective.

When finished, repeat what the customer says to be sure you understand well.

2- CREATE A RELATION WITH YOUR CUSTOMER

A company has to take the customer's feedbacks seriously and react to them in a good way. It helps to maintain a good reputation.

A satisfied guest represent a customer for long term. Companies need to take in consideration all the feedback.

In this case Ryanair reacts in the bad way because it does not take in consideration the customer problem and it creates an humor page...  

3- USE THE COMMUNITY

Meaning that Ryan Air has to use its visibility to gather people positively around its policy.Social medias are tools that are deeply people-oriented and that relies on communicating with customers.For Ryan Air, the stake is to transform the negative management of these tools into a positive one. The company should use its visibility and popularity to take advantage of it. As a result, Ryan Air can offer customers to share their ideas and experiences on special devoted pages that will be interactive.

4- CALL YOUR UNHAPPY CUSTOMERS

You can communicate with your customer by mail or by review but the real human contact have more  positive impact. You show them you spend your time for them and for listen to them. 

5- RECOGNIZE YOUR FAULT

No matter the circumstance, the customer is always right. This is a rule to guide your business through its growth, from customer service to user experience to product development. To help set this in motion, create a customer service policy to show your customers they are always right

6- THINK COLLECTIVELY

When a complain takes collective issues as peers are concerned (as in Suzy’s case where millions of people have supported), it is important to keep on handling it publicly. Users become as much concerned as Suzy on her complain, as they are aware about it and as they have chosen to support her: they share her opinion. So it is essential that they can follow the story by being able to read Ryan Air’s action. In other words, Ryan Air has to carry on the discussion on the open, to offer everyone the possibility to discover the company’s reaction and position.

7- ANSWER QUICKLY

The company have negative word of mouth. The best is to respond immediately and not to wait the customer’s angrier and so the other online customers spread the negative buzz. 

8- PROVIDE A ONGOING SUPPORT

Do everything in your power to provide excellent service to your customers on an ongoing basis. Respond quickly and enthusiastically, and be ready to present a special offer or discount with the hope of up-selling the customer to buy more.It’s important to note that 81% of companies with strong capabilities and competencies for delivering customer experience excellence are outperforming their competition. Take note, customer satisfaction is the most important for company's reputation. 

9- TAKE ACTION AND INITIATIVE

The excess the situation has taken implies that the company has to react and realize the issues of the situation. Even if Ryan Air is not legally wrong, as the printing is part of the booking policy available to every customer, representatives have to face the importance of the situation by reacting exceptionally. They could have contacted Suzy privately to offer her to give her back the 300€, explaining it as an exceptional commercial gesture for the matter.

10- LOOK TO THE FUTURE

In other words, Ryan Air have to underline and analyse the errors they have done with Suzy’s case to ensure not to repeat them.

hey have to apply the right corrective actions proposed in order to find back credibility on their way to communicate and to deal with customer’s issues.