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1、www.hbrreprints.orgHBRCASESTUDYANDCOMMENTARYHowshouldAtidaTheCustomers’dealwithitsunhappycustomers?RevengeFourcommentatorsofferexpertadvice.byDanAriely•ReprintR0712AAtidaMotors’decades-oldcomplaintpolicymaybenomatchforunhappycustomerswhothreatentotaketheircasetoYouTube.HBRCA
2、SESTUDYTheCustomers’RevengebyDanArielyJimMcIntire,vicepresidentofcustomerser-snappedherwhipdismissivelyandshouted,viceatAtidaMotorCompany,wasjustabout“Nextinline!”toshutdownforthedaywhenhereceivedanInthefinalsequence,thementookturnse-mailfromhisbrother.“GotoHell,Angel!”reelin
3、goffaseriesofprobabilities.“Lifetimethesubjectlineshouted.chancesofdyinginabathtub:onein10,000,”ThemessagelinkedtoaYouTubevideo.InsaidJerry.“ChancesofEarthbeingejected“ALetterforBillWatkins,CEO,AngelAir-fromthesolarsystembythegravitationalpulllines,”twostolidexecutives—“Jeff
4、”andofapassingstar:onein2million,”saidJeff.“Jerry”—wearingidenticalpinstripesuits,“ChancesofwinningtheUK’sNationalLot-tookturnsnarratingthestoryoftheirairlinetery:onein14million,”saidJerry.“Chancesofnightmare.Inonescene,thepairsatchainedanyonefromour3,000-personcompanyeverto
5、theircoachseatsinastuffy,tarmac-flyingwithAngelinthefuture:zero!”theystrandedplane.Sweatingwomenandchil-shoutedinunison.ThevideoendedwithadreninprisongarbbeggedforwaterfrommessagetoAngel’sCEO:“Now,Mr.Watkins,surlyflightattendantsdressedasguards.Inwe’relettingtheworldknowabouty
6、ourthenext,thetwomencrawledontheirkneesso-calledcustomerservice!”beforealeather-cladgateattendant,crownedJimchuckledasheforwardedthee-mailtowithdevilhornsandholdingalongwhip.hiswife,hismother,andafewfrequentlyTheybeggedhertofinallyassignthemtheirflyingexecutivefriendsatAtida.“
7、You’llall“guaranteed”seatsonanoverbookedplane.enjoythis,”hetyped.“Suregladwe’renoton“Notachance,”sherepliedhuffily.Shethereceivingendofit.Cheers,Jim.”OPYRIGHT©2007HARVARDBUSINESSSCHOOLPUBLISHINGCORPORATION.ALLRIGHTSRESERVED.CHBR’scases,whicharefictional,presentcommonmanagerial
8、dilemmasandofferconcretesolutionsfromexperts.harvardbusinessreview•december
