Abstract This paper explains that, while the traditional 4Ps of marketing capture the essential functional areas required to create a marketing strategy and plan, it does not provide a framework for defining and measuring lifetime customer value. The paper then presents the 4Cs--customer value, lower costs, better convenience and better communication--that support the marketing paradigm shift, which places prime value on maximizing customer loyalty over the long-term through customerrelations management (CRM). The paper relates the ways that a CRM system can create a value-add on for the dealer while being a means of aligning unmet customer needs for the manufacture.
Table of Contents:
From the 4 P's to the 4 C's: Customer Value, Lower Costs, Better Convenience, And Better Communication.
CRM Applied to a Computer Chips Manufacturer/Dealer Conflict
From the Paper "Costs also are part of the unique value proposition of companies who operate in highly commoditized industries as well. Better convenience is a direct result of the use of the Internet for streamlining supply chains and making products and services more accessible on the one hand, and the increasing time pressures consumers are under continually on the other. Convenience became critical when the majority of married couples had both spouses working in either part-time and full-time jobs."
Abstract This paper is an in-depth analysis of the advent of electronic customerrelations management (e-CRM). It looks at the early developments in the field, how this has expanded, paying particular attention to the hotel industry. It looks at both the pluses and minuses of the e-CRM system, and some of the different types of software that are available. It also looks at which areas of the hotel industry e-CRM has had the most impact.
From the Paper "The Internet Age has created an environment in which the needs of the individual are of paramount importance: Not only has the accessibility of the Internet created conditions in which customers have access to service and products over a 24-hour period, this type of environment has also affected the perceptions of the individual in terms of external customer service relations. At a general level, the introduction of the Internet created an environment in which the consumer was able to get increased customer care and was able to research products and product development. This in turn increased customer awareness, which finally affected their purchasing decisions."
Abstract This paper presents a training plan for new and existing employees of an organization on the topic of customerrelations. The paper discusses the role of organizational management in the administration of training and performance in personnel and then discusses the factors to be incorporated into an examination of an appropriate training methodology. The paper also discusses the manner in which such methodology is evaluated.
Table of Contents:
Introduction
Needs Assessment
Training Objectives
Training Methods
Methodology Rationale
Training Materials
Program Evaluation
From the Paper "The move toward the use of a wider range of metrics in understanding company conditions as well as a general focus on performance management as a means to improving the achievement of organizational benchmarks represents a positive transition in the cause taken to employee training. By directing the attention of training toward a focus on induction of benchmarks, it is likely that organizations will begin to achieve higher marks in categories that are more beneficial to the consumer, to the bottom line and to the personnel involved at every level."
Abstract This investigation presents an in-depth study of marketing, its techniques and different applications depending on the climate in which the marketing takes places. The paper defines the elements of distinctions between traditional and e-marketing. It looks at how different companies - both financial and retail - currently use integrated marketing concepts in their relationship marketing strategy as a way to encourage customer service and therefore strengthen customerrelations. The paper offers an in-depth look at the marketing tactics utilized by Countrywide Financial Corporation and its international offshoot of Global Home Loans, located in the United Kingdom. This includes some background history on the organizations and their relationship. This paper also defines important terms to allow better understanding of how marketing, cost and customer loyalty form a direct and vital relationship with each other, regardless of method, agent or presence they are applied to. The paper focuses on different attributes of how these concepts work together to make business practices possible. This includes an exploration of the techniques used to market a product. It also focuses on how market segmentation and demographics play an important role in defining the market place but also allow an organization to target the best possible "match" consumer for its product or service. The paper looks at how a proactive marketing analysis allows an organization knowledge of the consumer in order to build a lasting relationship. It also explores the implications of such marketing techniques and how different degrees of brand presence within the market can create different concerns regarding risk and too much exposure. This also includes any threat to protection of intellectual property as well as the organization's image and customerrelations.
Paper Outline:
Introduction
Purpose of the Study
Company Profile
Literature Review: The Role of Switching Costs
Traditional Marketing Strategy-Brick and Mortar
Knowing the Market and Demographics
Globalization
Customer Loyalty
E-Marketing and E-Commerce
Implications and Concerns Regarding E-Marketing
Conclusion
References
From the Paper "The best way to utilize marketing to an organization's best benefit is to simply know the market in which business is done. It is imperative a company knows its target and be flexible to new targets. An organization can remain at the forefront by having a cutting edge attitude toward change within the target audience. Gordon writes, "The mood of the marketplace profoundly affects a campaign's success. It is important to respond correctly" (2003, p. 1). Also to remain competitive, an active pace is needed. Instead of allowing the market to define the marketing strategy, the organization should strive to define the marketplace. This can be done through incorporating innovative ideas across the board."
This paper discusses efficient and successful customer service and provides a book report of 'Raving Fans: A Revolutionary Approach to Customer Service' By Ken Blanchard.
675 words (approx. 2.7 pages), 1 source, 2005, $ 26.95
Abstract In this paper, the writer discusses that in making adjustments and adaptations to the particular business environment, the Area Manager has learned how to process customer service with the success and reliability that consistency offers. The writer points out that this is the final premise of 'Raving Fans: A Revolutionary Approach to Customer Service' by Ken Blanchard. The writer looks at how Blanchard presents a plot related to developing success and consistency in customer service relations in the business community.
From the Paper "This book report will evaluate and understand customer service in 'Raving Fans: A Revolutionary Approach to Customer Service' By Ken Blanchard. Through realizing the three aspects of vision, customer needs, as well as incremental steps needed to apply these criterion in customer relations, Blanchard reveals the secrets of success for "Raving Fans" or customers. By analyzing the character of the golfer in relation to his fairy godmother, there is a storyline that reflects all of these principles in presenting a solid forum for customer service excellence. The first aspect of vision, is essential the lesson that the fairy godmother, Charlie, presents to an "Area Manager", whom she sponsors."
Abstract This paper explains that customer-centricity as a concept is applicable to virtually every area of the business paradigm. The paper also points out that customer satisfaction, as determined by many quantitative and qualitative factors, is the primary measure of the successful customer-centric organization.The paper further emphasizes that customer satisfaction and employee satisfaction can be seen as two sides of the same process. The paper then looks at ways that various companies utilize a consumer-centric approach that encourages the testing of new or amended policies in real-world situations.
Table of Contents:
Introduction
Customer Satisfaction and Total Quality Management
CustomerRelations: Caring for the Customer as a Unique Individual
Marketing Programs
Sales Automation
Support/Services Automations Software
Employee Satisfaction
Working Environment and the Happy Employee
Good Customer Service and Treating Employees Fairly
Human Resources Management
Business Intelligence
Conclusion
From the Paper "As computer manufacturers, Acer, and companies like it, would probably appreciate the electronic help that has become available in recent years within the field of customer relations. In today's business world, customer-centric organizations may take advantage of applications that are specially designed to handle the overall problems of customer relations. Customer Relationship Management, or CRM, software consists of programs designed to serve the needs of a company's customers - wherever those customers might be found."
Tags: policies, social identity theory, behavioral decision theory, improvements, best buy
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 explains that the 1990s brought about opportunities for companies to focus more on attracting and keeping customers and that with this greater focus, customer-facing programs became a strategic as well as operating imperative. The paper points out that good customerrelations and, therefore, good customer service is the cornerstone of a successful business and cites examples of several modern businesses that have become hugely successful because of their emphasis on customer satisfaction. The paper describes the customer service strategies that these companies have elected to employ in their business operations and explains that these companies have all gained a competitive advantage as a result of these strategies.
From the Paper "Therefore, it is very clear that the customer is the most important element in a business organization today, and as the competition between organizations is fierce, and the customer of today enjoys a wider choice and more options than ever before, more and more companies are attempting to come up with innovative and effective strategies to not only acquire customers, but also to retain them for as long as possible. Some of these companies are Lillian Vernon Corp., Inc.com, Revco Drug Stores, Green Hill Farms, Aladdin's Auto Service Center, Sumerset Houseboats, and Stitching Post. (Best Customer Service Practices)"
Abstract This paper explains that customer service, which is defined as a management strategy focusing on meeting expectations of the customers and ensuring their satisfaction, is an organizational philosophy as well as an attitude toward work. The author points out that police are now required to develop and display a commitment to quality service delivery and customerrelations to achieve their policing goals; thereby, satisfaction of their customers, namely the citizens of the community at large, should be the focus for the police. The paper stresses that the service aspect to be performed by all the staff in the station, such as attending to telephone calls and assisting customers, should be clarified and prioritized; to minimize the inconvenience of the wait time at the police station, the physical structure of the station should be suitably comfortable with good signage.
From the Paper "Delivering courteous customer service should be a concern of not only the stations, but also should be important for any contact between the police and the public. The supervisory staffs who manage the police stations have to be the role models and correctly monitor every individual's performance as described till now, reinforce staff about courteous behavior, and provide adequate feedback for discourteous behavior. Punishment should not be used, except under very serious cases. There must be training in the academy for police officers and in the work site for the public servants for good interaction skills. This should cover all station staff."
Abstract This paper defines the concept of quality and the role quality plays in shaping a customer's satisfaction. The author points out that quality is an integral part of business. The paper relates the participation of management in the production of customer-driven quality.
From the Paper "Quality is an integral part of any business and yet the term itself has many different interpretations. There is the quality of the product itself as it relates to performance and durability. There is the more difficult relationship between quality and price consumers may accept poorer quality for lower cost. There is the quality of the purchasing experience the payment experience and the after-sale experience. Quality enters the picture in the area of customer service and a company's Website and marketing materials also have issues."
Abstract This paper explains that customer service is something to which almost every retail, manufacturing and distribution company gives at least lip service. The author investigates the importance of customer service, stating that businesses take this matter very seriously. The paper relates that modern customers are more knowledgeable and demanding; therefore, organizations need to shift from being process-centered to being customer-centered.
From the Paper "Using "Cross-Departmental Teams Memorandum To: CC: From: Date: 4 March 2005 Re: Research Report" on organizational response to increasing customer expectations of exceptional service, Abstract Customer service is extremely important in today's business world - so much so that companies need to shift to being "customer-centered". Companies are increasingly using teams to change organizational behavior. However, it is important that teams be constructed and managed in such a way that they work together for the common good. This study reviewed the way in which Sisu, manufacturer of vitamins, enhanced customer service by using cross-departmental teams."
Abstract The paper discusses how organizations have the challenge of balancing customer satisfaction and requests with the values and goals of the company. The paper explores the customerrelations management (CRM)at the Harley Davidson company and shows how the company maintains high levels of customer satisfaction and employee commitment.
From the Paper "Modern day organizations are faced with the challenge of balancing customer satisfaction and requests with the values and goals of the company. Harley Davidson is no different. With a brand name like Harley Davidson's, one can think of nothing else other than motorcycles and the passion that it evokes in most motorcycle enthusiasts. It also portrays an attitude of a free spirit and a rebel. The company has been in business for nearly 100 years; and, as long as there will be motorcycle riders, there will be interest in the new models that are constantly being developed by the company. (Harley_Davidson, 2007)"
Abstract In pre-internet days, when consumers could only buy products from local stores, companies knew that service was the main watchword of their success. If they and the competition had similar product lines and the competition had better service, it was not difficult to know where the customers would head. The paper questions whether this is the case with e-commerce as well and whether customer service is still important. The paper argues that customer service is most definitely important; however, the meaning of customer service might be different for each e-commerce situation.
From the Paper "REI customers gain real hands-on benefits. Anyone can view the registry at an in-store kiosk or online. If an item is purchased through mail order, over the phone, on the Internet, or in any of REI's 77 stores the list is immediately updated at all locations. Customers can buy online but pick up or return at a store. Discounts are the same at all locations, and each Web can be ordered through the store or catalogue, and vice versa. This model of integrated retail sales is called "multichanneling," or fusing digital services with in-store, mail-order, and telephone sales, and any other retail channels."
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 provides a summary of the project to implement a CRM (Customer Resource Management) system for Kucera Clothiers. The writer explains that this project would install the Dashboard Customer Service and CRM System from Iventa, which links the brick-and-mortar stores and the online sales in an IT system that keeps track of customer information. The writer further notes that this system allows for ordering and keeps track of deliveries and inventory.
From the Paper "The problem is faced by Kucera Clothiers, a retail clothing store with more than 3,500 locations and 100,000 employees throughout the world. In addition to these brick-and-mortar locations, the company now has a website which produces over $5 million in sales per year. The core business of the company is found in its focus on the latest trends in fashion to men, women, teens, and children, and the company sells using two brands catering to different customer bases, with one brand for the money-conscious consumer, emphasizing quality clothing at an affordable price, while the second is a higher-end brand for customers who want the highest quality clothing and the latest fashion trends without much concern for cost."
