BRAZIL AT THE LANE
White Hart Lane will play host to the prestigious friendly international between Brazil and Wales on Tuesday September 5, kick-off 7.30pm.
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Scenario: You work in the Customer Care & Complaints department of Tottenham Hotspurs Football Club at White Hart Lane, North London. The day after the Wales /Brazil game you receive the following email:
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PLANNING: analyse the situation (‘purpose’ and ‘audience profile’ – Bovee and Thill 2012, pp126-128)
- Did the football match in question involve the Tottenham football team?
- Was Graham Philips most likely a regular Tottenham fan?
- Was Graham Phillips the only fan in this situation?
- If Graham Phillips is not satisfied by the reply letter what kind of negative action might he take?
- Did Graham Phillips follow advice he was given by the club?
- In reality, is there something the club could have done better?
- What was the probable financial loss for him?
- If the reply letter accepts responsibility for the ‘disorganised events’ what would be the financial implications for the football club?
- Will this be a ‘one-off’ letter or is it likely to be sent to a number of fans?
PLANNING: organise the information (Bovee and Thill pp 136-140)
- In your view what would be the best approach for this letter?
- direct
- indirect
- Here is a list of points you have gathered to persuade Graham Phillips he is not entitled to compensation. These should all be used in your final letter but decide on the best order and grouping of the points.
- Tickets went on sale 3 weeks before the match
- Match start time delayed 15 minutes for fans to get to seats. Most reached their seats.
- Most fans got tickets on time – either posted or collected several days before game.
- He should come again on another occasion
- No compensation
- Publicity/warnings before the match telling fans to arrive early; in fact, lots of fans arrived late
- Club arranged extra ticket collection points because so many late bookings.
- Extra marshals, too.
- Lots of late purchases online the night before
Adapting to the audience (discuss with partner – 5 minutes)
Which of the following approaches would best project your company’s preferred image and maintain a strong relationship with the audience?
- Accepting some of the blame, written in a conciliatory manner but not compensating?
- Accepting no blame, written in a conciliatory manner, but not compensating.
- Accepting no blame, written in an aggressive manner and therefore not compensating.
