Winning Back Lost Customers Is a Costly Challenge Perhaps the most famous case i

Question

Winning Back Lost Customers Is a Costly Challenge Perhaps the most famous case illustrating the enormous cost of winning back lost customers is that of the “Tylenol Murders.” Seven people in the Chicago area died suddenly after taking Tylenol capsules. An investigation revealed that the capsules had been laced with cyanide, a deadly poison. When the story ran on the nightly news programs, a nationwide panic ensued that caused Tylenol’s sales to plummet overnight. Many business analysts predicted that Tylenol’s manufacturer, Johnson & Johnson, would not survive the tragedy. Johnson & Johnson surprised the analysts by undertaking one of the most successful campaigns in history to win back customers. It worked, but the cost was huge. This case led not just Johnson & Johnson but also all major drug manufacturers to develop the tamperproof bottle. Having done so, Johnson & Johnson undertook an intensive public relations campaign to win back the trust of its customers. Winning Back Lost Customers Is a Costly Challenge – Discussion Assignment 7.2 Read discussion assignment 7.2 in your Quality Management textbook located on page 105 and answer the following question: Question • If the Tylenol incident were to happen today and you were a user of Tylenol, would Johnson & Johnson be able to win back your trust? • What would it take for Johnson & Johnson to win back your trust if one of the victims was a friend of yours?

Explanation / Answer

The incident which happened with Johnson and Johnson was very bad and not at all acceptable from the company who have been in the market for longer years. Their shall be a thorough enquiry of the case and see who and all were involved and what led to this serious problem. Now since johnson and Johnson has lost major customers its high time for the company to call back those loyal customers back to buy from them This is one of the difficult cases and is very hard to handle however all efforts need to be done to see that the customer conficence is regained back. One of the most important thing they should do is call all the distributors for a meeting at the plant where the medicine was manufactured and show them the way the medicines are made this will ensure that what they see with their eyes they will not forget and this they would share with their end users or customers. In the medicine channel distributor plays a key role in ensuring that the product does not loose its reputation for this marketing cmpaigns through Billboard,Print,Electronic media we need to promote the product and feel sorry for what has happened. Had i been the loyal customer of johnson and johnson i would have not gone back to them rather switched over to their arch rivals or competitors. Somebody has lost life due to the company negligence this portrays bad image of the company and as an individual one looses the faith with the company. In no circumstances i would be in a position to buy the product from the company.

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