CONSUMER RELATIONS - Coast Colleges Home Page消费者关系-海岸学院主页.pptVIP

14-1 CONSUMER RELATIONS Chapter Fourteen Consumer Relations The purpose of consumer relations is to satisfy, safeguard, enhance, monitor, and be responsive to consumers to remain profitable yet sensitive to the needs of consumers. Preview of Coming Attractions… Consumer Relations Ombudsperson Consumer Movement Agencies Activities Consumer Relations Objectives Building sales Keeping old customers Attracting new customers Marketing new items or services Expediting complaint handling Reducing costs Facts and….. Bugs….. Only 4% of dissatisfied customers will ever complain. Of those that don’t complain, chances are they will not repurchase. Historically, dissatisfied customers were handled with a “bedbug letter” named for the day when letters to the railroads complained about bedbugs in sleeper cars. These complaints were handled with a form letter, prewritten in response. Ombudsperson Why are they needed? Help the consumer feel confident and influence the organization’s behavior to improve product and/or service What do they do? Investigate complaints, monitor difficulties with products or quality Consumer Movement Question How have consumers recently fought back? This was the common response: ”It is so frustrating, they always call during dinner.” Hint: FTC logged 1,000 computer hits per second and 100 calls per second Answer: No Call list for Telemarketing Federal Consumer Agencies The government attempts to protect consumers against abuse, key agencies include: Justice Dept. Federal Trade Commission FTC Food and Drug Administration FDA Consumer Product Safety Commission Office of Consumer Affairs Consumer Activists Primary role is to keep companies honest by informing the public and evaluating products. Consumers’ Union formed in l936 publishes Consumer Reports Consumer Federation of America formed in l967 to unify lobbying efforts for pro-consumer legislation. The Internet has helped with a wealth of information to consumers Exercise Choose a category from t