gems – marketing module home work analyze how your company can improve its service quality suggest...
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GEMS – Marketing Module
Home Work• Analyze how your company can improve its
service quality• Suggest a CRM strategy for your company• Read and analyze the case study: “Real
Customer Orientation – the Taj way”
Taj Case Study
• How does the Taj practice customer orientation?
• Employees put themselves in the customer’s place and think from the customer’s point of view
• Preparation for customers – regular meetings to ensure that the Taj is ready for each customer (taking into account their individual preferences)
• Use of information and cross-functional coordination
Taj Case Study
• Interpreting the context of the customer by asking – why is the customer here?
• The Voice of Customer is captured by all employees and attempts are made to create wow moments for the customer
• Processes are redesigned based on the importance of the process from the customer’s point of view
• Senior leaders shower affection on juniors who pass it on to customers
• Selection of employees on the basis of their attitude and EQ
Taj Case study
• The Tata brand helps to shape the attitude of the staff
• Perpetuating of the customer oriented culture happens through story telling and rewarding on the basis of customer satisfaction
• Interpreting the purpose of the process rather than just focusing on the steps to be followed for a process
Agenda
• Marketing strategy revisited
Strategy revisited
Customer Value considerations:• Tata Ace offered greater value than
competing alternatives (the product focused on the value sought by the customer)
• Café Coffee Day offered attractive beverages along with other desired attributes and merchandize
Strategy revisited
Interpreting customer segment expectations
• Honda 2 wheelers in US – serendipitous discovery of liking for smaller bikes
• Westside – highly affordable merchandize
• GE – engaging with customers to interpret needs accurately
Strategy revisited
Customer connect• Taj Hotels – getting feedback
everyday and correcting its processes. Every employee is oriented around customers
• Various consumer durable manufacturers – they don’t know who their customers are and don’t care about them
• Amazon – interpreting individual customer’s needs – making credible suggestions etc.
Strategy revisited
Competitive product• Titan created a much better
product to beat HMT in the market
• iPad– Not me too product• Canon built the small copier to
create a big market and beat Xerox
Strategy revisited
Distinct and contemporary brand image
• Tata Tea – Jaago re – distinct and strong value proposition for the masses (fight against corruption appeals to all segments)
• TCS – Experience certainty – very relevant for the corporations spending millions of dollars on software projects
Strategy revisited
• Ensuring customer reach – managing the customer experience
-- Which channels will customers prefer while dealing with us? (E.g. Tata Sky / Tata Indicom)
-- Banks enabling transactions through ATMs/internet/ retail counters / telephone etc.
-- Ensuring that the experience of the customer is seamless and pleasant (Amazon)
Home Work
• Be a Marketer forever
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