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The Customer is Always Right: Why Commitment to Service is Key to Positive Brand Image, Customer Loyalty, and Organizational Success

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This study examines how a commitment to service can impact and come to exemplify a company’s brand image, customer loyalty, and overall organizational success. It examines the history and evolution of customer service, as well as what commitment to service

This study examines how a commitment to service can impact and come to exemplify a company’s brand image, customer loyalty, and overall organizational success. It examines the history and evolution of customer service, as well as what commitment to service looks like in present-day businesses. It differentiates companies that have attained a reputation for superior service and companies that have struggled to overcome service failures. Trader Joe’s, The Ritz-Carlton Hotel Company, Chick-fil-A, Southwest Airlines, and The Walt Disney Company are identified as five companies that have attained a reputation for remarkable service. This study includes five analyses to understand each company’s mission, history, leadership, employee engagement, and organizational culture. This study synthesizes how an unwavering commitment to customers, emphasis on employee empowerment, and ability to embed service in culture are common themes that can significantly contribute to a company’s ability to develop a reputation for remarkable service.

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2020-05

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Moving Utilities into the Modern Age: A Proposal to Leverage Technology to Improve the Customer Experience

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In today's business environment, customer service is more critical than ever. It is a major factor when consumers decide where to take their business. However, consumer choice is not applicable to all businesses \u2014 for example, public utilities. Consumers do

In today's business environment, customer service is more critical than ever. It is a major factor when consumers decide where to take their business. However, consumer choice is not applicable to all businesses \u2014 for example, public utilities. Consumers do not have a choice in picking which utility company provides them service; the choice depends upon local jurisdictions and predetermined service territories. This lack of choice creates a "forced relationship" between consumers and public utilities. Because the nature of this relationship can have a negative impact, public utilities need to reevaluate their approach and invest in effective customer service as a valuable tool to achieve their organizational goals. This study investigates the need for public utilities to expand their investment; explores the available avenues to expand their investment; and offers a recommended pathway \u2014 with the features and interface \u2014 to expand their investment. Technology is the key in achieving organizational goals as it can reengineer internal and external operations. Self-service technology (SST) along with the features of gamification enable an organization to reengineer both its internal and its external operations. Companies can shift work from employees to customers and develop new mediums for customer service interaction. Overall, three investments are analyzed: traditional call centers, online, and mobile. The analysis focuses on available features and how those features affect the achievement of organizational goals. Two studies comprise interviews with utility representatives and a customer survey completed to reinforce findings. Based on the research, a smartphone application is the best option to enhance customer service while addressing all organizational goals.

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Date Created
2016-12