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The complaint of the customer is legitimate as he was upset due to the action of an employee in the store. Any other individual cannot decide the legitimacy of the complaint as only the sufferer can feel it. All customers are equal before business, and there should be no exceptional treatment for anyone (Jones 66). The company needs to ensure that the customer is satisfied with the changes and actions after his complaint. The customer did not appreciate the attitude of customer service, and he did not purchase the product from the store. The customer’s complaint was not related to the lack of prompt service, but the problem was related to the behavior of the sales representative.
Mr. Marcellus should apologize to the customer and ensure that such an incident will not happen in the store again. The owner should write a letter to the customer in a manner that suggests that he has understood the customer’s complaint and has already taken immediate action to resolve the problem. He should not pinpoint any staff in the response but ensure that he clearly states that the company treats every customer in a respectful manner, and all employees are expected to behave ethically while dealing with customers (Gillett et al. 45). In fact, the store manager is responsible for any unusual action or behavior of the staff, and it should take measures to enforce due diligence. The president should invite the customer to the store to offer him the best service when the problem is resolved. The store management should take immediate actions to resolve the issue and satisfy the customer who registered a complaint. Moreover, the president should accept the mistake and ensure that such behavior of employees should not take place in the company’s stores. The company sells products that are also available in other stores. However, the company’s sales depend on the behavior of its sales representatives. The declaration statement should be attached to the response to communicate that changes have been made and from now on such actions will not be tolerated.
Staff training is required as the case highlights that the company’s staff did not act in a rightful manner. There should be one or two-hour training classes in a week or a month to educate the staff for dealing with different types of customers. It must be understood that staff behavior is crucial for satisfying customers and assisting them to purchase products from the store. Good communication skills are required to guide customers during their time in the store (Corrigan and McCracken 122). The store staff should understand that customers are always right and their views and opinions should be respected. If someone is not satisfied with the staff behavior, he/she will not prefer to buy products from the store as seen in the given case. The staff member should learn the techniques and tools to behave positively with customers and assist them to buy their preferred products. Ethics is also important in this case that can be learned from education and training. There is no need to revise the company’s policy, but there is a need to implement the policy through its plans and strategies. Therefore, all staff members will be able to learn and exhibit ethical behavior while dealing with customers. Training and education are necessary for enhancing the service quality in retail stores whether it is attributed to the staff behavior or not.
Corrigan, Patrick W. and Stanley G. McCracken. Interactive Staff Training: Rehabilitation Teams that Work. Springer Science & Business Media, 2013.
Gillett, Jan, et al. Implementing ISO 9001:2015: Thrill your Customers and Transform Your Cost Base with the New Gold Standard For Business Management. Infinite Ideas, 2015.
Jones, Chris. The Multichannel Retail Handbook 2016 Edition. Lulu.com, 2015.