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Posts: 135
2 months ago

Question 1.

Identify three ways companies with customer complaints can recover customer goodwill.

Question 2.

What is a customer touch point?
Source  Download
Marketing Management
Edition: 13th
Authors:
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Answer verified by a subject expert
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Posts: 169
2 months ago
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Answer 1

Five methods are identified in the text.  Students should present three of the following: (1) Set up a 24/7 toll-free "hotline" to receive and act on customer complaints; (2) contact the complaining customer as quickly as possible; (3) accept responsibility for the customer's disappointment; (4) use customer-service people who are empathic; and (5) resolve the complaint swiftly and to the customer's satisfaction.

Answer 2

A customer touch point is any occasion on which a customer encounters the brand and product—from actual experience to personal or mass communications to casual observation.
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