B368F Assignment 2

Our first recommendation is to post an apology letter and propose

compensation measures to restore and enhance the company's brand
image. The apology and actions are described in detail below.

First of all, for the release form of the apology letter, we mainly use
social medias. For example, Instagram, Facebook and our company's
official website. We will also hold a media session and the directors of the
company will read the letter of apology and made a commitment to
ensure that such unethical incident will never happen again in a similar
situation. We believe that above two ways can maximize the accessibility
of information to customers. In the apology letter, we will first express
the sincerest apology in the name of the company to everyone, whether
you have received our vaccines or not. Because this unethical incident of
our company not only caused physical injury to our customers but also
brought great negative impacts on the society.
Secondly, we will collect the list of customers who have received the
problematic vaccine. We have already created a new customer database to
better manage the customers we served. Through the database, we can get
rid of paper records, which can greatly improve our working efficiency.
And at the same time, it is more environmentally friendly because it
avoids the waste of papers. For each injection customer, we have the
corresponding registration in our database, such as: name, telephone
number, home address, and the number of the injection vaccine. Using
our company's large database, we can quickly find every customer.
Finally, after collection, we will arrange employees to contact every
customer as soon as possible. We will provide two kinds of compensation
measures for them to choose from. Considering that most of our
customers are mainland Chinese residents who may not be able to come
to Hong Kong conveniently, we will refund the cost of the vaccine and a
certain amount of compensation (such as the cost of vaccination in the
mainland). Through this way, we wish to enhance the reputation and
word-of-month in the mainland, and encourage them to come to our
company. We will also provide follow-up treatment fees for the clients
who have already caused physical discomfort and need medical
treatment. For local residents in Hong Kong, in addition to the
compensation, we also provide them with regular revaccination services
and make regular follow-up visits to ensure that no physical discomfort
occurs. Through the above sincere apology, we hope to be able to restore
the company's image and meet customers' compensation needs.