Business Services Industry
Saying sorry keeps customers.
Australasian Business Intelligence, February, 2006
Feb 27, 2006 (Professional Marketing - ABIX via COMTEX) -- A study by Victoria's Monash University has found that an apology to customers who complain can achieve a favourable outcome.
Department of marketing professor, Dr Yelena Tsarenko, says companies should equip their employees with the appropriate skills, so that they can calm customer anger and offer a
resolution. She says an apology can stop negative comments spreading. The survey covered a group of customers who had lodged a complaint in the retail, finance or healthcare sectors.
Publication Date: February 2006
MONASH UNIVERSITY
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