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May 10, 2013

Tim Cook’s Apologize to Apple Customers in China

by jingyang1

We talked a lot about customer service in class. One key take away is that customer complaints can be recovered by good customer service. And the good recovery could lead to higher favorability than before the complaint happens. But if complaints are not replied in a desirable way, customer favorability towards this brand will decrease further significantly.

Apple recently was recently criticized of its after-sales service in China. After more than two weeks of criticism, Apple’s CEO Tim Cook apologized on the official website to Chinese consumers on April 1 and altered iPhone warranty policies. 

China Central Television (CCTV) criticized Apple’s after-sale services of iPhone in China because it gave only a one-year warranty, while in China relevant law regulates it should be two years. It also said that phone owners had to pay about $90 to replace a faulty back cover.

Before the official apology, there had been waves of criticism regarding the company’s unfair customer service in China, either on television channels, portal websites, or social media like Weibo. 

Apple did not reply actively at first and was criticized with lack of sincerity, which made even more customers angry. It resulted in quarter profit loss, which forces Apple to apologize and make a recovery.

Hope this story can give us an idea of how important to manage customers’ complaints.

The link to the apology letter to customers in China:

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