Organization Complaint Letter Response Analysis Objective: To provide students with the opportunity to provide feedback to a service organization, as well as help them understand and evaluate the customer service and “recovery” strategies of a specific organization. Directions: In order to complete this assignment, students will be expected to write a complaint letter to an organization from whom the student has, in his/her opinion, received bad or at least less-than-satisfactory service during the first few weeks of the term. It does not have to be an extremely upsetting situation; it may be simply that the organization did not provide service that met expectations. The name and address of all appropriate persons (or departments) in the organization to whom to complain (or to whom to send copies) should be obtained (this may take some research!) and then a formal letter of complaint written. All pertinent information (dates of service, names, account numbers, etc.) should be included in the letter, as well as a description of the poor experience and, if appropriate, a suggested course of action the company could take to appropriately “recover” in this situation. That is, the resolution being sought from the organization should be clear. (Do not state in the letter that you are doing this as a class project.) The letter should request a response from the organization and provide appropriate contact information for the student, including a mailing address, e-mail address, phone number (if appropriate), and any other relevant information. Requirements: Near the end of the term, after the organization has had sufficient time to respond to the complaint, students are to write a short paper that analyzes the organization’s response (or lack thereof) to their complaint. The analysis paper should include all of the following components under their associated headings and subheadings (i.e., letters/ numbers): Introduction A. Briefly description of what led to your dissatisfaction. B. Identify the Provider Gap in the Gaps Model of Service Quality (Figure 2.6) that you think was most likely to have resulted in your dissatisfaction and discuss why you point the finger at that specific Provider Gap. C. Discuss what you wanted the organization to do in response to your complaint. D. State how quickly you expected the organization to respond to your complaint. Organization Response A. If the organization did respond, the student should: 1. Describe the organization’s response. 2. Discuss the adequacy of the organization’s response (in your opinion as a consumer). 3. Provide three reasons why you believe they responded in the manner they did. 4. Discuss what the organization could have done better to delight you. OR B. If the organization did not respond, the student should: 1. Begin this section by explicitly stating that there was no response of any kind. 2. Discuss at least three realistic reasons why you think you did not receive a response. (Reasons that make it your fault, like a wrong address, or an intermediary’s fault, like the mailman didn’t deliver the letter, are unacceptable.) 3. Write a professional letter to yourself (on behalf of the organization) containing an appropriate response that addresses what you think the organization should have done. This letter should be formatted as if it were the real thing and be included in the Appendix. 4. Discuss why the letter you wrote on behalf of the organization would be an adequate response. (Note: What they should have done may not be exactly what you expected or wanted them to do.) Discussion A. Discuss how you think registering your complaint online with a complaint website like the Better Business Bureau online might influence the organization’s response. B. Discuss how you now feel toward the organization now that you have seen how they responded to your complaint and whether you will use their services again in the future. C. Discuss your thoughts on the statement, “The customer who complains is the organization’s friend.” (Respond “in general” not “in the context of this specific experience”.) How does the organization’s response/behavior suggest they view this statement. D. Discuss what you have learned from this specific complaint experience about yourself and complaining to organizations in general. E. Discuss how you could apply what you have learned in the future in the business world. Appendices A. Appendix A: A copy of the revised complaint letter you sent to the organization. B. Appendix B: A copy of the organization’s response (i.e., letter, e-mail, telephone transcript, etc.), if any. OR A copy of the response letter you wrote to yourself on behalf of the organization (if the organization did not respond). C. Appendix C (if relevant): A brief description/photocopy of any other response from the organization related to your complaint (gift certificate, company materials, etc.). Analysis Paper: You should correctly use at least 10 relevant service marketing concepts from the text in your analysis paper to demonstrate that you have an understanding of these concepts. This is after all the primary purpose of this assignment. These 10 concepts should be clearly identified in some manner (i.e., use bold, italic, or colored font) to make them stand out. The grading criteria used to evaluate your paper include your ability to relate material from readings and lectures to your paper, your ability to diagnose probable causes of problems and match them with appropriate solutions, depth and substance of your observations, persuasiveness of your discussion, and quality of writing. Concise, clear writing in both your letter and your paper is expected. As such, you will not receive extra credit for proper spelling, grammar, punctuation, etc., but will receive a poor evaluation on the assignment if these areas are found to be lacking. Due Dates: All three due dates for this assignment are listed on the syllabus. On the first due date, you will submit to the instructor in class four copies of your “final” complaint letter. On the second due date, you will submit to the instructor in class one copy of your revised complaint letter as well as a stamped, sealed envelope containing your revised complaint letter that is ready to be mailed to the organization. On the third due date, you will submit your Organization Complaint Letter Response Analysis Organization Complaint Letter Guidelines Below are the guidelines for creating a complaint letter to send to your organization. Check your letter carefully. • Find the name and position within the organization of the person you are sending this to. Do your best to direct your letter to the manager or person most closely associated with the service failure (not the CEO for the whole firm). The structure of the opening should be as follows: Dear : • Do not address messages with generic terms such as Dear Sir/Madam. • Your salutation should be "Sincerely, as below: Sincerely, Fiona Long • At the beginning of your letter, state your expectations of the service and what the organization did well. • Be truthful. Do not try to make the situation worse than it really was. If you are only mildly upset, then make sure that comes across. • Be as specific as possible, incorporating dates, times, locations, names, etc. of the situation and the people involved. • No emotional language or swearing (regardless of how upset you are). All letters should contain professional business language, and be thoroughly checked for correct spelling and grammar. • If you use an e-mail return address, it should be an account external to Troy, such as Hotmail, Gmail, etc. • Do not indicate that you are a university student, or any irrelevant details about yourself such as age (unless of course it is integral to the complaint you are writing). • You should make a clear call for action towards the end of your complaint. A call for action is your request that the organization respond and do something to recover the service failure. Depending on your case, the call for action may be a response letter, or some kind of compensation for your financial loss or inconvenience. Each case will be different, and you should be reasonable and realistic with your requests. Organization Complaint Letter Response Analysis Objective: To provide students with the opportunity to provide feedback to a service organization, as well as help them understand and evaluate the customer service and “recovery” strategies of a specific organization. Directions: In order to complete this assignment, students will be expected to write a complaint letter to an organization from whom the student has, in his/her opinion, received bad or at least less-than-satisfactory service during the first few weeks of the term. It does not have to be an extremely upsetting situation; it may be simply that the organization did not provide service that met expectations. The name and address of all appropriate persons (or departments) in the organization to whom to complain (or to whom to send copies) should be obtained (this may take some research!) and then a formal letter of complaint written. All pertinent information (dates of service, names, account numbers, etc.) should be included in the letter, as well as a description of the poor experience and, if appropriate, a suggested course of action the company could take to appropriately “recover” in this situation. That is, the resolution being sought from the organization should be clear. (Do not state in the letter that you are doing this as a class project.) The letter should request a response from the organization and provide appropriate contact information for the student, including a mailing address, e-mail address, phone number (if appropriate), and any other relevant information. Requirements: Near the end of the term, after the organization has had sufficient time to respond to the complaint, students are to write a short paper that analyzes the organization’s response (or lack thereof) to their complaint. The analysis paper should include all of the following components under their associated headings and subheadings (i.e., letters/ numbers): Introduction A. Briefly description of what led to your dissatisfaction. B. Identify the Provider Gap in the Gaps Model of Service Quality (Figure 2.6) that you think was most likely to have resulted in your dissatisfaction and discuss why you point the finger at that specific Provider Gap. C. Discuss what you wanted the organization to do in response to your complaint. D. State how quickly you expected the organization to respond to your complaint. Organization Response A. If the organization did respond, the student should: 1. Describe the organization’s response. 2. Discuss the adequacy of the organization’s response (in your opinion as a consumer). 3. Provide three reasons why you believe they responded in the manner they did. 4. Discuss what the organization could have done better to delight you. OR B. If the organization did not respond, the student should: 1. Begin this section by explicitly stating that there was no response of any kind. 2. Discuss at least three realistic reasons why you think you did not receive a response. (Reasons that make it your fault, like a wrong address, or an intermediary’s fault, like the mailman didn’t deliver the letter, are unacceptable.) 3. Write a professional letter to yourself (on behalf of the organization) containing an appropriate response that addresses what you think the organization should have done. This letter should be formatted as if it were the real thing and be included in the Appendix. 4. Discuss why the letter you wrote on behalf of the organization would be an adequate response. (Note: What they should have done may not be exactly what you expected or wanted them to do.) Discussion A. Discuss how you think registering your complaint online with a complaint website like the Better Business Bureau online might influence the organization’s response. B. Discuss how you now feel toward the organization now that you have seen how they responded to your complaint and whether you will use their services again in the future. C. Discuss your thoughts on the statement, “The customer who complains is the organization’s friend.” (Respond “in general” not “in the context of this specific experience”.) How does the organization’s response/behavior suggest they view this statement. D. Discuss what you have learned from this specific complaint experience about yourself and complaining to organizations in general. E. Discuss how you could apply what you have learned in the future in the business world. Appendices A. Appendix A: A copy of the revised complaint letter you sent to the organization. B. Appendix B: A copy of the organization’s response (i.e., letter, e-mail, telephone transcript, etc.), if any. OR A copy of the response letter you wrote to yourself on behalf of the organization (if the organization did not respond). C. Appendix C (if relevant): A brief description/photocopy of any other response from the organization related to your complaint (gift certificate, company materials, etc.). Analysis Paper: You should correctly use at least 10 relevant service marketing concepts from the text in your analysis paper to demonstrate that you have an understanding of these concepts. This is after all the primary purpose of this assignment. These 10 concepts should be clearly identified in some manner (i.e., use bold, italic, or colored font) to make them stand out. The grading criteria used to evaluate your paper include your ability to relate material from readings and lectures to your paper, your ability to diagnose probable causes of problems and match them with appropriate solutions, depth and substance of your observations, persuasiveness of your discussion, and quality of writing. Concise, clear writing in both your letter and your paper is expected. As such, you will not receive extra credit for proper spelling, grammar, punctuation, etc., but will receive a poor evaluation on the assignment if these areas are found to be lacking. Due Dates: All three due dates for this assignment are listed on the syllabus. On the first due date, you will submit to the instructor in class four copies of your “final” complaint letter. On the second due date, you will submit to the instructor in class one copy of your revised complaint letter as well as a stamped, sealed envelope containing your revised complaint letter that is ready to be mailed to the organization. On the third due date, you will submit your Organization Complaint Letter Response Analysis Organization Complaint Letter Guidelines Below are the guidelines for creating a complaint letter to send to your organization. Check your letter carefully. • Find the name and position within the organization of the person you are sending this to. Do your best to direct your letter to the manager or person most closely associated with the service failure (not the CEO for the whole firm). The structure of the opening should be as follows: Dear : • Do not address messages with generic terms such as Dear Sir/Madam. • Your salutation should be "Sincerely, as below: Sincerely, Fiona Long • At the beginning of your letter, state your expectations of the service and what the organization did well. • Be truthful. Do not try to make the situation worse than it really was. If you are only mildly upset, then make sure that comes across. • Be as specific as possible, incorporating dates, times, locations, names, etc. of the situation and the people involved. • No emotional language or swearing (regardless of how upset you are). All letters should contain professional business language, and be thoroughly checked for correct spelling and grammar. • If you use an e-mail return address, it should be an account external to Troy, such as Hotmail, Gmail, etc. • Do not indicate that you are a university student, or any irrelevant details about yourself such as age (unless of course it is integral to the complaint you are writing). • You should make a clear call for action towards the end of your complaint. A call for action is your request that the organization respond and do something to recover the service failure. Depending on your case, the call for action may be a response letter, or some kind of compensation for your financial loss or inconvenience. Each case will be different, and you should be reasonable and realistic with your requests. Charisse Evans Vice president Delta Air Lines Delta Assist@DeltaAssist Dear Charisse Evans: I venture to write you a letter about when I took an international flight from China to America. I arrived in Chicago at 4:50PM on January 6, 2014. When I transferred flight from Chicago to Atlanta with my friends , the flight was cancelled because of heavy snow. I hoped I could have a rested in the hotel, and then waited for the flight because I had already flew about 18 hours from China to America. The focus of the complaint is your company didn’t provide service as promised. For one thing, the crew promised us hey would offer hotels that transit passengers could stay overnight, but when I picked up my luggage, I cannot find functionary. Therefore, I just stayed at the airport. For another, they said that the flight would be regular tomorrow morning,; however, I didn’t get the boarding pass until 2:00PM. Honestly speaking, flight cancellation due to situation factor. But you didn’t do what you promised. All in all, there is still much room for improvement. I hope the company can provide service as promised and give prompt service to customers in those situations. Thank you for your consideration and I will be looking forward to your reply. Sincerely, Zhenling Geng A DELTA Delta Air Lines, Inc. PO Box 20980 Atlanta, GA 30320-2980 T +1404 715 1450 www.delta.com March 14, 2015 REF #15687511 M. Zhenling Geng 920 Academy St, 1023 Troy Al 36081 Hello Zhenling, We will do our best to respond to you within the next couple days. If your concern requires further investigation, we promise you a reply within 30 days. Thanks for your patience. If you need assistance with a current reservation, please contact Reservations directly at 800-221-1212 or visit delta.com for our international reservation offices. They will be happy to assist you. Regards, Customer Care ADELTA Delta Air Lines, Inc. PO Box 20980 Atlanta, GA 30320-2980 404 7151450 www.delta.com March 23, 2015 REF #15687511 Ms. Zhenling Geng 920 Academy St, 1023 Troy AL 36081 Hello Zhenling: Thanks for your letter to Charisse Evans regarding your travel with us. I've been asked to respond on her behalf. Zhenling, I'm sorry for the inconvenience that you experience during your travel. Unfortunately, I'm unable to locate a reservation for the date you provided. In order to fully assess this matter, I will need the following information. - Name of passenger - Dates of travel, flight numbers, and/or ticket numbers If you will please reply to this letter and refer to the above case number, I'll respond as quickly as possible. You may forward the information to my attention at the following address. Delta Air Lines Corporate Customer Care Department 980 PO Box 20980 Atlanta GA 30320-2980 Or, use the following address for overnight deliveries (Fed Ex, UPS, etc.) Delta Air Lines, Inc. Corporate Customer Care 1030 Delta Boulevard Department 980 Atlanta GA 30354 Thanks for writing. I recognize delayed resolution allow ill feelings to linger, so I will be in touch with you as soon as I have all the necessary information. Sincerely, Mandica Rud Mandisa T. Reid You Share, We Care
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