The paper “ Virgin's Non-Specific Service Recovery, Receptive and Accommodating Attitude, Company's Right Steps Ensuring Customer's Satisfaction" is a breathtaking case study on marketing. The letter below is a response to a complaint that was written to Virgin by a disgruntled customer. The customer complained of several mistakes that he noticed with the services provided by the airlines during several flights. The response is written by the marketing manager of a virgin as an acknowledgment of receiving the letter. It addresses the complaints of the customer and gives solutions to the problems that were experienced during the said occasions. Business Letter (Response) Marketing Manager, Virgin Atlantic, Dear Bill Bryce, REF: Response to ‘ Mumbai to Heathrow 7th December 2008’ We at Virgin appreciate the fact that you love the brand and have continued to use it for a substantial period of time despite the concerns that you have been having over the past few years.
This moves to show that you are really a loyal client and here at Virgin, the Customer comes first and is our most treasured asset. That is why it has been noted with a lot of concern that such incidences have been taking place right under the noses of the management team. After receiving your letter and reviewing the unfortunate incidence that you have undergone over the past few years, conclusive investigations were launched by the management team with the assistance of private investigators from a highly reputable company.
All the issues that you raised regarding your experiences have been noted and the necessary action has been taken. First, we at Virgin would like to profusely and sincerely apologize for what you had to go through at the hands of our staff.
It is totally unacceptable and against the principles and values of the Virgin. Our corporate philosophy drives our members of staff to provide high-quality services at all times. They have been trained in respecting the customer and serving them in the best possible way. A keen look at your experiences depicts the lack of professional standards and ethics among the members of Virgin staff who have been charged with the responsibility of serving you on those particular days. It portrays their ignorance and unprofessionalism to the greatest extent.
A mere look at those foods is disheartening and disgusting, especially considering the fact that you had paid to receive high-class service. The members of staff on duty on that fateful day were interrogated so that they could provide explanations as to why the services offered to the customers were like that. The interrogations found out that they had no concrete reasons for not following company policies. It was sheer negligence on their part and consequential action had to be taken upon them.
Those that were responsible for ensuring that customers receive presentable and high-quality food were all fired and replaced with more competent and trained individuals who have been notified of the consequences of repeating such incidences. In regard to the clarity of the pictures on the screen, the technical team was also interrogated and the cause could not be immediately established. As a result, the company has installed new sets of screens on all its planes that have been designed on the basis of clarity and quality. The technical team responsible for ensuring that the screens produce high-quality pictures is working hand in hand with the technical support staff from the company that manufactures the screens to ensure that technical hitches are prevented and dealt with whenever they occur.