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Case summary This article is mainly about a dynamic business environment that companies are facing in terms of dealing with the rise of online platform as a tool customers use to vent their anger and frustration on incompetent service provision. In the initial case study involving the Angels airline, customers were frustrated till they posted a video on YouTube enlightening other customers of poor customer services rendered. Atida Motors is facing a similar scenario with some of their customers threatening to go online about deficiency in their service delivery and subpar products. The author of the article sensitizes companies on the threat online complains can cause because of this platforms ability to spread negative information quickly. Companies can leverage customer online voice in a proactive manner. He also adds that traditional means such as complaint containment are no longer effective. Customer classification is important as well because it helps companies filter customers hence identifying the loyal customers from those who are troublesome and a constant menace. Questions 1. They can use customer online voice proactively by making this dialogue intrinsic to the brand experience. It can initiate engaging dialogue platforms like use of social media tools such as facebook to respond to customer complains. This will at least satisfy some of the disgruntled customers. 2. Atida motors should first of all classify their customer according to historical and predicted value. By doing this they will identify elite customers like Tom who have been loyal customers over a long period; such consumers opinion are very legit and should be checked. It also helps the company identify customers with a disturbing tendency whom

are supposed to be ignored in case they reach out. Finally, they should develop a system that is more focused on distributive fairness as opposed to trying to contain negative spin. Fair process and respectful treatment mitigate customer frustrations. I agree on outsourcing these services; by outsourcing these services, the company will not only give this function to a team of experts that is knowledgeable in this field, it will cut costs as well as allowing Atida focus on its key competencies....