Winning Back Lost Customers Is a CostlyChallenge Perhaps the most famous case il

Question

Winning Back Lost Customers Is a CostlyChallenge

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.

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 company will be able to win back my trust, but, it will take time. The company has to prove that they have taken an adequate measures to prevent the hazards that happened before. Though, these efforts are going to bea time taking process. Product as well as the manufacturing setup used for the production of Tylenol should be verified and certified by third party quality agencies. Besides, live demonstration by the company, proving the harmlessness of the medicine will help winning back my trust.
The company has to work on many fronts at the same time to win back their customers. First, they should take genuine initiatives to prevent such incidents and their facilities and process as well as packaging should be examined and certified by quality agencies. Second, the company should also run a suitable PR campaign to prevent negative branding of the medicines involving organizing events to demonstrate their intentions. Third, they should give live examples of people using medicines and getting benefitted without any harm. Use of icons and celebrity in convincing, people will also help.

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