| University | Singapore University of Social Science (SUSS) |
| Subject | BUS354: Customer Relationship Management |
Question 1
When an enterprise or an organization makes a mistake with its customers, it is not enough to apologize but to make sure it is an effective one. This is made more acute with the proliferation of the internet and social media.
(a) Identify an episode of a misstep by an enterprise/organization.
(b) Using an actual case of an apology issued by an enterprise/organization, discuss it in terms of the elements of an effective apology. This requires research to identify a statement of apology from an enterprise/organization.
(c) Examine if the above enterprise/organization has restored the trust of its customers through its actions. What more could be done to improve on it?
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