CASE ANALYSIS

1. MISSION
CHRIST is a nurturing ground for an individual’s
holistic development to make effective contribution to
VISION
Excellence and Service
CORE VALUES
Faith in God | Moral Uprightness
Love of Fellow Beings
Decision sheet for case 6 - Customer Relationship Management: The Tudor
House Makes Amends
HARSHAL MISAL 2227533 SECTION 'H'
V1 02042022

2. Excellence and Service
CHRIST
Deemed to be University
PROBLEM IDENTIFICATION
The protagonist of the case Sita Sen Associate Marketing Director of the Tudor House, Delhi must
decide on whether to act on the complaint registered on the social media platform and create a
useful database on the existing customer or to ignore the complaint based on the mentality of human
behavior of the younger generation kids

3. Excellence and Service
CHRIST
Deemed to be University
TYPES OF OPTIONS
Sita Sen the associate marketing Director of the Tudor House, Delhi, was a part of the meeting along
with the other associates of the company and chefs of the bakery house, various options were given
by the people present in the meeting
● Customer Advocacy: the act of building and nurturing relationships with loyal customers, who
then act as spokespeople and champions for your brand, products, or services. This option
suggests that to make an apology on a social media platform from where the complaint got in
public's eyes, showing the public that the company is aware of its customer's grievances.

4. Excellence and Service
CHRIST
Deemed to be University
● Customer Feedback Report: The company can take a feedback report from the customer after
providing their service to them which would enable the customer to direcly give any greivane faced
by the customer directly to the company. After solving the complaint of the customer from receiving
the feedback report the customer would have not opted for posting the complaint on the social
media page.
● Ignore the social media complaints : It was suggested in the meeting that these social media
complaints are registered only by the younger generation of the public. These young generation
people tends to have a short memory of an informal event happened in their life. According to
sources it is observed that on social media platforms people often writes complaints about every
other restaurant place and tried to make the news more reachable to the audience before getting
another form of grievance from other place, once they get to know about a newer complaint the
tend to forget the former complaint on the social media.

5. Excellence and Service
CHRIST
Deemed to be University
ANALYSIS
Based on the data received from the meeting held by the company which included many associates
and chefs in relation to cake ordered by the customer who has made a complaint on social media. It
was observed that the complaints had an impact on the larger audience regarding the reputation of
the company and the poor accordance with resolving the customer's complaints. For the solution
to the complaint posted by the customer on the social media page the company had some plans for
execution which would help the company in the long run but was not favorable in the short run of the
business.
● Analysis of Customer Accordance : Customer accordance for the company is an integral part
of the goals created by the company against the customer and their level of satisfaction.
Customer Accordance has an Information System tool which helps the company store the data of
its existing customer.

6. Excellence and Service
CHRIST
Deemed to be University
The customer who had posted a complaint on the social media page was an existing customer who
had previously ordered from the bakery house as well as his sister was also an existing customer who
had recently ordered a cake from the bakery. The company would have created a datasheet about the
customer about its choice of preferences and the type of cake the customer prefers alongside the
number of times the customer has ordered from the bakery house will also help you determine the
level of loyalty of the customer and accordingly the company should act to maintain the long-term
relationship with its existing customer. This technology tool helps in getting to know about the
customer and would help in determining on what level the company has to solve the issue of the
customer and could extend that to a public apology on the social media platform

7. Excellence and Service
CHRIST
Deemed to be University
● Cut-Throat Competition: The hospitality industry has cut-throat competition among itself. Due to
o this nature of competition, any negative feedback from any customer which is publicly being
exploited will hinder the status of the company and will lose its existing customer and would be
left behind in the race of hospitality of companies. This recent complaint made by the customer on
the social media page will bring down the status of the company and would make the other
competitor get an indirect edge over the company due to the negative feedback being publicised
against the company. In order to maintain the current position of the company in the cut-throat
competition the company should not take the order in a lighter order and should act accordingly
for the betterment of the customer satisfaction of the company.

8. Excellence and Service
CHRIST
Deemed to be University
DECISION
The company Tudor House, Delhi and the protagonist Sita Sen associate marketing director should
take proper decision against these social media pages where the customers publicise their
grievances about the company.
● Customer Accordance Tool
● Customer Feedback Report
● Being Aware of these social media pages