Kraft Foods Company and Customer Service

Paper Summary:

This paper describes the methods of Kraft Foods Company, one of the largest manufacturers of foods in the U.S., for attracting and retaining customers and solving customer complaints. The paper outlines Kraft Foods' strategies, which emphasize flexibility, innovation, and market research tools.

From the Paper:

"Kraft Foods, one of the largest food manufacturers in the country, accomplishes its goals of the customer attraction, retention, and solving customer complaints through several means. According to Eccles (1981) customers prefer flexibility in their product and service offerings. Flexibility in product and service offerings not only provides the options to customers to choose and select only those products and services that best meet their needs but it also facilitates the process of customization and personalization. Similarly, Porter (1980) argues that in the present dynamic environment, a number of firms are shifting their focus from transaction-based interactions to relationship-based interactions. Since a firm usually incurs far more money in attracting a new customer than maintaining an existing one, it is always beneficial for the firm to lock- in its existing customers by developing close relations with them. In this perspective, businesses are encouraged to take notice of the customer's life cycle."

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