Analysis On JXCH Company After-sale Service Public Relations In Crisis Case

On December 11,2001, China entered WTO (World Trade Organization), in the background of economic globalization, the general usage of International Practices, the standardized management of market behavior, the integrity of legal system,the customers attach importance to their own rights and safeguard their own interests, all of these may trigger some factors that lead many companies face crisis. Facing crisis, if we can't handle appropriately, the prestige and profit of the companies may suffer great loose.This article describes one traffic accident complaint case handled by JXCH Company in 2009. In this case, LJS drove one 7140 type car reversely and had a head-on, inclined collision with a semi-trailer heavy truck. The serious accident caused the death of the driver and the passenger, the airbag in driver-side opened, but the passenger side didn't opened. At first, the death's relatives thought that the quality-problem of the airbag system of the car lead to the death, and submitted to the court, asked for compensation. Faced this case, JXCH Company took effective crisis public relations measures, found out that the death of the driver and the passenger in the traffic accident had nothing to do with the car quality, reached settlement agreement with the relatives, provided certain humanitarian aid to the relatives of the deaths in the car accident, solved the crisis successfully and preserved the company's good brand reputation.This article integrated public relations crisis theory and complaints handling practice of company after-sale service, use the case analysis style, thorough analyze the handle process of the critical incident in company after service, Then the enterprises how to do well the service crisis public relations work put forward the proposal:The first, establish the service mechanism of crisis management; Second, pay attention to customer complaints handling; Third, preparation of typical case; Fourth, training the customer service staff; Fifth, to establish a good relationship with the media and public. It's useful for the company to improve the after service crisis public relations, take effective measure to prevent, control, take away the critical incident brings threat and lose to the company.