Answer to Question 1
 In the Orbitz case, failures are as follows:

1. Failure to answer questions from customer promptly. When the customer found that seats for the flight they booked were pending, he sent an e-mail to the Orbitz customer service address promising “We try to answer all queries in three hours”. That means Orbitz customer service has three hours to give feedback to the customer. But the fact is that no response, not even an autoresponder saying “We’ve received your e-mail”. In CRM, the first priority is to make a good first impression on a customer. Orbitz failed there.

 Cause of the problem:

 This problem is probably caused by two reasons:

(1) Poor function of CRM system in Orbitz. If only the customer got an  autoresponder saying “We’ve received your e-mail and will contact you as  soon as possible”, it will be better than no response at all. This shows that  the function of CRM system needs to be improved to meet the basic  requirement of replying to customers promptly.

 Potential Solution:

 It’s easy to solve this  problem since it is only a technical  improvement. I believe a software  company can do it as long as  Orbitz realizes the 英语论文网 【http://www.51lunwen.org】importance of solving this  problem and pay for  necessary cost to update their customer service system.

(2) Wrong mindsets of the customer service staff. It’s the responsibility of the customer service staff to review e-mails frequently and regularly. While in Orbitz case, after sending four mails, the customer did not get a single word from the service department. Obviously, the responsible personnel were not doing the work as expected. Judging from their poor performance, it’s obvious that these people do not meet the customer-centric requirement which is the core value of customer service.

 Potential Solution:

 To solve this problem, the company should provide training to these  service staff concerning the customer-centric strategy of the company  to improve their mindsets. On the other hand, the company should  revise the reward system and evaluation system to supervise the  performance of the service staff.

2. Lie to the customer. Actually, the customer sent four e-mails (by using the same e-mail address) to Orbitz customer service address expressing concerns about confirming seats. However, when they finally give response to the customer, they said that they only got one e-mail from the customer from a certain e-mail address, and that maybe the customer sent other mails by using ano 本文来自：英语论文网 【http://www.51lunwen.org】