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."
This paper discusses the marketing and manufacturing strategies of Dell, Inc., which sells products and services for the information and entertainment technology industry.
Abstract This paper explains that Dell's direct-to-customer business model, which does away with intermediaries and gives the customer more powerful and featured computer systems with enhanced capabilities compared to the majority of the rivals at the same price, is the secret behind the company's remarkable development and achievements. The author points out that Dell recently moved into consumer electronics and services including the Dell Music Store, a service to sell downloaded music; an integrated HDTV-compatible, 17-inch flat-screen TV and computer monitor with unified speakers, and the Media Experience, a software application for handling digital media. The paper relates that Dell uses a lean manufacturing model, which concentrates on the complete removal of waste, errors, and delays in supply, manufacturing, and distribution by using demand-driven, lean supply and near-zero defects principles together with the concept of the flexible enterprise.
Table of Contents
Introduction
Dell's Product, Pricing, Distribution and Promotion Strategies
Product
Pricing
Distribution
Promotions
Dell's Product Portfolio Strategy
Target Market Strategy
Market Penetration Strategy
Dell's Key Competitors (Hewlett-Packard, Sun Microsystems and IBM)
Dell's Direct-to-Consumer Distribution Model
Lean Manufacturing Model
Specific Advertising Campaigns, including the Well-Known "Steven" (e.g. "Hey, Dude, You"re Getting a Dell') Campaign
Conclusion
From the Paper "In order to comprehend customers? wants and to supply high quality computer products and services adapted to satisfy those wants, the Company builds and uses direct customer relationships. The customers who buy the products and services of Dell include huge corporate, government, healthcare and education customers, small-to-medium businesses and individuals. With regard to small-to-medium businesses and individuals, the Company maintains direct relationships with the help of account representatives, telephone sales representatives or Internet connection. A steady stream of information giving needs and strategies of customers received through these direct customer relationships helps the Company to understand the requirements of its customers and to match them with upcoming technologies. As an element of business agenda, at Western Michigan they have incorporated a plan with Dell letting business students to get the Dell products. They have aimed at the young students and have presently embarked on building a customer relationship with the greater part of the Western Michigan University business students."
Abstract This paper analyzes current research on salesperson and customer interactions. The paper includes the dynamics of buyer-supplier relationships, an overview of selling model definitions and research efforts used to validate them, and a comprehensive review of key findings from research into these areas. The paper intends to show specifically how salesperson-to-customer and buyer-to-supplier relationships are being clarified and made more effective through the research efforts of the theorists, educators, and practitioners mentioned in the paper.
Outline:
Executive Summary
Selling Approach in Buyer-Seller Relationships
Essentials of Relationship Selling
Principles of Adaptive Selling
Putting Dyadic Sales Techniques to the Test: Selling of Services
Taxonomy of Buyer-Seller Relationships Research
Organizational Buyer Behavior (OBB)
Buyer-Seller Relationships Models
Overview of the Dwyer, Schurr and Oh (1987) Model
Other Models of Buyer-Seller Relationship Stages
Buyer-Seller Relationships and the Values of the Salesperson
Buyer-Seller Relationships Trends and Future Direction
From the Paper "The awareness stage is characterized as a bilateral interaction that marks the beginning of the next phase of the possible relationship (e.g., a general inquiry). It is only the recognition of the feasibility of a relationship. The second stage, exploration, is the search and trail phase. It has five sub-processes: 1) attraction, 2) communication and bargaining, 3) development and exercise of power, 4) norm development, and 5) expectation of development (trust plays an important role in this sub-process). Phase three is the expansion stage and refers to continual increase in benefits obtained by exchange partners and to their increasing interdependence. Commitment is the fourth phase that refers to the implicit and explicit pledge of relational continuity between exchange partners (e.g., top accounts). The criteria of this phase are inputs (i.e., what the parties contribute), durability (i.e., bonding is a factor in this criteria) and consistency. The final phase is dissolution that shouldn't be considered as a reversal according to Dwyer et al. (1987)."
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
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 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."
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
Abstract This paper examines customer satisfaction at a hypothetical XYZ Company. It examines the issue of customer satisfaction and recommends upgrading the phone and Web site and doing away with voice mail to improve customer service levels.
From the Paper "XYZ Company recognizes that customer satisfaction is key to their long-term success. They monitor customer satisfaction and are interested in finding ways to improve that satisfaction ..."
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 In recent years, researchers have contributed different causes as responsible for the success of a country's economic system, and as a result, differing models for economic growth suggest multiple possible paths for success. The world is changing fast, and China is now an important part of the global economy. One of the aspects most notable in China's economy is the rapid growth of the real estate industry. To date, while there has been much research conducted in marketing and customer satisfaction in general, the research concerning customer satisfaction in Chinese realty is lacking. New research studies in this area must focus on whether or not it is suitable to implement customer satisfaction into the current real estate industry in China. This research focuses on two studies measuring customer satisfaction in the real estate industry, discuses the implications of the data results, and offers recommendations toward much-warranted improvements in this area, if China is to continue at its current intense growth pace.
Abstract
Executive Summary
Introduction
Statement of the Problem
Literature Review
Background and Methodology of Proposed Research
Design
Proposed Data
Collection
Research Findings
Future Research
Conclusion
Bibliography
From the Paper "In recent years, the value of Chinese realty has undergone many changes and periods of substantial growth unprecedented by previous growth patterns. As a result, one could theorize that real estate consumers' expectations and requirements have increased as a result of this heightened growth. To date, while there has been much research in marketing and customer satisfaction in general, the research concerning customer satisfaction in Chinese realty is lacking. Research such as this is crucial in determining whether or not it is suitable to implement customer satisfaction into the current Chinese realty business. Customer satisfaction is an essential factor in marketing practice, as satisfaction is a person's feelings of pleasure or disappointment resulting from comparing a product's perceived performance (or outcome) in relation to his or her expectations (Kotler, 2003). According to Drucker (1954), the principal purpose of a business is to create satisfied customers. Similarly, increasing customer satisfaction has been found to lead to higher future profitability (Anderson et.al., 1994). In order to maintain this substantial growth in Chinese real estate, customer satisfaction must be increased, or at the least, maintained. Research by Rust et.al (1997) supports this standard by relating lower costs to defective goods and services. Due to the increasing competition existing in the Chinese realty business, customer satisfaction has become one essential point from both the customers' goodwill perspective and an organization's profits."
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."
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 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.
