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the customers revenge精选
HBR CASE S TUDY AND C OMMENTARY
How should Atida The Customers’
deal with its
unhappy customers? Revenge
Four commentators offer
expert advice.
by Dan Ariely
•
Reprint R0712A
Atida Motors’ decades-old complaint policy may be no match for
unhappy customers who threaten to take their case to YouTube.
HBR CASE S TUDY
The Customers’
Revenge
by Dan Ariely
.
D
E Jim McIntire, vice president of customer ser- snapped her whip dismissively and shouted,
V
R
E
S vice at Atida Motor Company, was just about “Next in line!”
E
R
S to shut down for the day when he received an In the final sequence, the men took turns
T
H
G
I e-mail from his brother. “Go to Hell, Angel!” reeling off a series of probabilities. “Lifetime
R
L
L the subject line shouted. chances of dying in a bathtub: one in 10,000,”
A
.
N
O The message linked to a YouTube video. In said Jerry.
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