The paper "Service Complaint by a Virgin Airline Customer" is a wonderful example of an assignment on marketing. Success for modern firms and institutions in both the manufacturing and service industries is hard-earned. This is as a result of cut-throat competition from rapidly developing organizations that competitively offer substitute products, increased buyer bargaining power fostered by easy access and retrieval of information and the mere fact that modern customers are more sophisticated and they are more aware of their importance in commerce and their rights and therefore, they are not hesitant in demanding for quality every time. This has meant that organizations no longer rely on having an efficient and effective managerial system to succeed but they have had to integrate effective leadership and management systems with an allocation of valuable resources and identifying the changing needs, expectations and the rising demands of their customer and satisfying them accordingly.
Identifying the needs wants, expectations, demands, tastes and preferences of the customer, forms the basis for success for organizations as they are in better positions to design, produce and deliver their products and services that specifically address these needs (Kau & Wan-Yiun, 2006, p. 101). When the needs of the customer are fully met, the customer is not only satisfied, but they do come back for the purchase, recommend the product or service to others and they eventually become loyal customers.
Consequently, this translates to healthy and effective relationships with the customer, increased volume of sales, enhanced market shares, increased profit margins, and enhanced sustainable competitiveness and achievement of the firm’ s anticipated business outcomes. Be it as it may, customer service failures and excellent service recoveries are well known within the service industry.
This forms the basis of this report which is a business letter to address a service complaint by a Virgin Airline customer. The complaint letter has been widely claimed on the internet to be the world’ s best passenger complaint letter (Telegraph Media Group Ltd, 2009). The Business Letter Marketing Manager, Virgin Atlantic Airlines Ltd, Crawley, West Sussex, England. Dear Mr. , REF: SINCERE APOLOGY. As the marketing manager for Virgin Atlantic Airlines Ltd, I would like to acknowledge receipt of your complaint letter on our catering service during a flight from Mumbai to Heathrow 7th December 2008.
As a company that reputes itself in offering the best for our customers whom we consider as our business partners, we sincerely are as much dismayed with the discomfort you experienced on board our flight and sincerely offer our apology. I would first like to appreciate your candid honesty and more importantly, for your loyalty to the brand regardless of the service failure experienced. It is from your inputs and those of others, a brand such the Virgin Atlantic remains a competitive player in the airline industry since we are able to take to heart what our esteemed customers have to say.