Abstract The writer relates that he is attracted to Apple's less-formal, more results-driven approach. The paper describes Apple's organizational culture and discusses the needs and value of their customerbase. The paper also suggests customer service standards to make Apple more customer-centric.
From the Paper "The company I have chosen to examine is Apple Computers. Apple characterizes its organizational culture as "fun, yet demanding. " Apple was one of the pioneers of the "work hard, play hard" ethic now commonplace in the computer industry today. This ethic appeals to me because it fits with how I approach work life. I, too, take a results-driven approach that devalues formality in place of superior performance. Too many industries still rely on formality and hierarchy. While that may suit other people, I view Apple's less-formal, more results-driven approach as in line with the approach I feel works best for me."
Tags: corporate, philosophy, customer, service, feedback, technical, help
Reviews "European Business Journal", article "E-Customer Loyalty: Applying the Traditional Rules of Business for Online Success" by Frederick F. Reichheld, Robert G. Markey, Jr. and Christopher Hopton.
Abstract This paper introduces, discusses, and analyzes an article on e-customer loyalty. It looks at the article's view of creating and maintaining a loyal customerbase, its discussion of the impact of the internet on business, and the reasons provided for the failures of many on-line businesses. The paper consists of a one-page synopsis and two-page critique of the article.
From the Paper "This article goes into detail about what many consumers have known for a long time. The most successful merchants, both online and off, are those who recognize the importance of developing a good relationship with their customers, thereby creating customer loyalty and greater profits for their company. The paper argues that many online merchants do not recognize that many brick-and-mortar business rules still apply to their businesses online. "They often forget that the fundamental rules of successful business still apply" (Reichheld et al 173). The article goes on to discuss two particular companies foray into e-commerce, and their experience with building a profitable company online. It continues with information on how to build customer loyalty, and identify your customer. It also provides ideas on how to build trust, get to know your customer, and empower your organization to develop great customer relationships."
Tags: succesful, merchants, online, customers, e-commerce, internet, boo.com, service
Abstract This paper explains that Starbucks' survey results indicated that customer satisfaction, not just customer service, had to be improved quickly and that Starbucks' head office had failed to see a changed customerbase. The author points out that, inspiring customer loyalty requires local store level efforts to remove the public's perception of a corporation only interested in generating more stores. The paper relates that based on this information Starbucks decided to invest in more labor hours for its 4500 stores.
From the Paper "The case explores the realization of the executive of Starbucks that its marketing had to reform in the direction of basic customer satisfaction (Moon & Quelch, 2004). An error had been made of presuming that good customer service standards and ongoing growth meant that Starbucks' customers were satisfied. Unfortunately, a long focus on expansion and profit returns had drawn attention from changes of customer base and customer tastes that were important to the company's continuing developments. The concept of having a proven and successful approach, as pioneered in the early 1980s, predictably, has needed a few revisions, 20 years later."
Abstract The writer of this paper stresses the importance of reliable and effective customer service which is crucial in retaining satisfied customers and clients in business. This paper examines the blatant limitations in most customer service departments. This paper explores the concept of implementing technology into existing customer service departments while detailing the resulting impact in a particular business.
From the Paper "Good customer service is predicated upon the service desk's ability to provide service. This paper explores the concept of technology as a critical component of that ability. The kind of service that a service desk can provide is limited by its technology not just by its personnel. In this paper the experience of Consonus, a company that has used technology to ramp up its customer service capabilities is examined."
Tags:customer service, technology, technology-basedcustomer service, HP, OpenView, clustering, open architecture
This paper provides a straight forward customer profile analysis that includes target market, product usage and purchasing motivation for the three Canadian-based telecommunication companies of Telus, Rogers and Bell.
Abstract This paper shows a customer profile analysis for the Canadian based telecommunication companies of Telus, Rogers and Bell. The paper compares the market strategies of the three companies within a shared target and space, and determines that each of the companies rely heavily on phone communication as a necessity, for building their businesses. The paper also shows the slight differences in strategies: Telus as a growing global performer, Rogers as offering a host of commercial solutions and Bell as being the leader due to its long-standing presence in the market, its recognized brand, and its array of bundled services.
From the Paper "The motivation for Rogers' wireless solutions is centered on the company's target market's desire to remain connected with both peers and family. Increasingly, wireless phones are being employed as the sole means of communication between family members as well as peer groups. The residential and business phone accounts are subscribed to out necessity since many customers and certainly most businesses still rely on the traditional phone line as their main form of communication. Likewise, Rogers' cable television service is purchase more for its entertainment value than for any form of communication method even when packaged with Internet services."
Tags: communication, target market, customer motivation, customer usage, entertainment
Abstract Based on ten books written on the subjects of consumer behavior and customer service, this paper sets out to show whether customer centricity has been the focus of businesses for some time, and whether it has been addressed correctly. The writer explains that the study of customer retention information shows that what it takes to keep customers coming back is quite different from what it takes to attract new ones, and discusses various types of customer loyalty programs. From the literature four specific areas that need to be examined in order to help businesses improve customer focus are identified, as well as six factors that are often seen as imperative in improving customer retention, and five specific dimensions of service quality. The paper concludes that although most studies have indicated that retaining old customers is what really boosts business growth, many businesses still persist in spending more to get new customers who will cost them money by leaving, instead of spending less to retain loyal ones.
From the Paper "It is significant to remember when looking at customer centricity that people seldom stop patronizing a business simply because of ordinary interactions that they deal with when they shop there but instead because of the failure of the specific organization to handle situations that could be potentially problematic to the satisfaction of the customer (Bowen & Lawler, 1992). Personnel who come into contact with customers need to be able to think for themselves, take responsibility for their actions, and respond well to the pressure that often comes from customers who are angry or upset (Bowen & Lawler, 1992)."
Tags: success, customer satisfaction, effective personnel, problem solving, performance coaching communication
Abstract This paper is a review of an article that appeared in the Fall 1999 issue of "Marketing Management." The article, called "Customer Delight and the Bottom Line," details the different ways that a company can keep their customers satisfied with their product and service. The article also gives the reader some suggestions that can be adopted by individual businesses to help them keep a competitive edge and maintain their customerbase. According to the authors of this article, CUPID (Customer Understanding Processes in Design), is the key to helping the customer stay involved in the development process.
From the Paper "Management experts have defined the concept of delighting the customers as an attempt to exceed the expectations of the customers and to bring a pleasant surprise to the customers by satisfying even those needs, which are not supposed to be served by that particular service or product. The article further discusses the various models used by the organizations to evaluate their products and services in terms of customer needs. Such models help the organizations in developing their products or services according to the expectations of the customer. In addition to this, the article also recommends several approaches to delight the customers."
An examination of the strengths, weaknesses, opportunities and threats that companies will encounter when conducting global commerce by way of the internet.
Abstract This paper discusses how the internet has unleashed a vast amount of opportunity for business and organizations seeking to expand their customerbase beyond the borders of their home countries. It demonstrates how the internet's possibilities are virtually limitless as it has the power to connect anyone, anywhere at anytime to people on the opposite side of the world in just seconds. While there are many benefits of using the internet as a vehicle for international business, the paper focuses on two of them, the capability to reach potential customers worldwide and the ability to lower costs, which helps to streamline operating expenses.
From the Paper "The Internet has forever changed the way the world conducts business. The possibilities are endless and the opportunities for both buyers and sellers are vast. Any business with a web site or any individual posting goods for sale via the Internet is automatically a member of the global marketplace. A small clothing boutique in Indiana with an online store has a potential customer base of people from all over the world. The benefits of using the Internet for international commerce are many; a S.W.O.T. analysis reveals both the pros and cons of conducting international commerce via the World Wide Web. The most attractive reasons for Internet commerce usually are an increased customer base and the opportunity to reduce operating costs. The most significant weakness if using the Internet for international business lies in the fact that not all goods and services can be sold via the Internet and some firms may be at a disadvantage if they try to sell a product over the World Wide Web which sellers usually prefer human contact in order to close the deal."
Abstract This paper presents a critical analysis of the customer satisfaction measurement and assessment process at Airtech Limited. The three major goals of the analysis are as follows: assess the quality of the survey questions; assess customer satisfaction in relation to relevant theory; suggestions to improve customer satisfaction.
Abstract This paper examines activity based costing (ABC) which is an effective business management tool that will enhance and support a total quality management (TQM) environment. ABC analysis provides the information necessary to make business decisions such as determining if investments in efficiency initiatives, such as just in time (JIT), are warranted. When implementing ABC, management should use proven project management methodology to minimize the risk of failure. ABC is an effective total quality management tool, and supports just-in-time manufacturing methods in several companies as detailed in the paper.
From the Paper "After developing ABC in the 1980?s, Robin Cooper and Robert S. Kaplan have written extensively about its benefits (Shih-Jen & Holinda, p. 46). ABC is defined as a "costing system that identifies the various activities performed in a firm and uses multiple cost drivers"to assign overhead (or indirect costs) to products? (Siegel and Shim 2000, p. 15). ABC seeks to accumulate and allocate factory overhead costs to products (or services) by using focused drivers, such as, quality inspecting, moving, assembly, and matching (Warren, 2002, p. 328). Proponents of ABC cite many examples where cost accuracy is superior to traditional costing methods that use cost bases such as units produced, labor, or machine hours used (Warren, p. 421). "
This paper discusses three articles that illustrate the use of mass customization in today's business world. The articles are then critiqued, and a conclusion/summary is offered.
Abstract Mass customization has emerged as a solution to address the new market requirements by producing goods and services to match individual customer's needs, while still enabling firms to capture the efficiency advantages of mass production. This means that individualized or personalized goods can be provided without the high cost surpluses and, thus, price premiums, usually associated with customization. To deliver mass customization, firms must find new ways to interact with their customers during the process of co-designing and configuring a customer-specific solution. This paper examines articles that deal with the ways in which several companies are meeting these demands without compromising the bottom line or customer service.
From the Paper "Henry Ford, in reference to the Model T, once said you can have it in ?any color so long as it's black.? It was many years later before car buyers were able to completely customize vehicles according to their preferences. Even though Henry Ford may have been shortsighted in this aspect by today's standards, the complete lack of customization available on a Model T did make good business sense at the time. For example, he never had to worry about running out of a popular color of paint and delaying production until more could be acquired. But those days are long gone and today's customers are becoming more demanding than ever."
Abstract This paper discusses customer loyalty, using the company Comcast Corporation as a case study. The paper begins with an assessment of the roots of customer loyalty, which it maintains are in staff loyalty. Next the paper examines how customer loyalty is developed. Then the paper asks how customer loyalty is incorporated into marketing strategy. Finally, the paper studies the affect of customer loyalty on Comcast's customer retention.
From the Paper "Winning customer loyalty begins with winning staff loyalty. Companies that try to win customer loyalty without first winning staff loyalty often find that in spite of great customer loyalty programs and initiatives their results fall far short."
Abstract The history of restaurant business reveals that policy making for customer service has been a painless effort, but attaining employee acceptance to the same for making it operational is the more challenging area. This impracticability of customer services? policies in restaurant management has led most strategies to failure from their initiation. This paper primarily describes the concept of customer service in restaurant management. Thereafter, it shows how the improvement of customer services in restaurant management depends upon the management's and the employee's approach towards each other, the establishment and the services. It also provides research findings on the subject and recommendations that can help improve customer service in restaurant management.
From the Paper "The Industrial Era's school of thought was established on the notion that employees were not at all bothered to provide quality service since they abhorred working. They were given directives like any automated machine is directed a set of instructions. With the exception of employee collapses that included wounds or ailment, tasks were reluctantly accomplished.
In most cases, restaurant managements decline to the ideology of the US Industrial Era wherein employees were regarded as a constituent of manufacture process, no different than any mechanized paraphernalia. Intentionally or unintentionally, they disregard the fact that implementation of all programs, policies and strategies though ultimately affect customer satisfaction, but revolve around the internal public of the restaurant organization."
Abstract This paper examines the success of companies that shift from being product-centric to customer-centric. In companies that have a customer-as-king philosophy growth has been remarkable since adopting that outlook. Companies that focus on creating great products lag behind in the marketplace. 3M is used as an example of a company that changed its direction to customer-centric. The paper cites several articles that confirm this phenomenon. The paper concludes that companies that grasp the notion that business should be built around customers, not products, are setting themselves up for success.
From the Paper "Beyond that problem, the basic problem with 3M's Web site was that it was concentrating all its "internal silos" rather than on "its customer's needs." So, 3M got synchronized, and now presents a more "unified fact to its customers" by storing all "customer relationships and product configurations" in a single database. This transformation from the awkward presentation of products and slipshod system of customer record keeping - similar to what Thompson Financial did - is called moving from a product-centric company to a customer-centric company. Instead of finding "customers for its products," both these firms (and untold hundreds of other companies) now concentrate on finding "products for its customers," Sawhney writes."
Abstract This paper discusses customer-driven quality in a manufacturing environment and how it stands with reference to other types of organizations, such as government, non-profit, and service. The value of quality in relationship to customer satisfaction and the importance of participatory management are explained.
From the Paper "The modern manufacturing environment has been responsible for a dramatic loss in product quality in recent years with a concomitant loss of customer satisfaction. Products are not made as well do not last as long and do not have ..."
Tags:customer-driven quality, manufacturing, customer satisfaction, customer service
