Question:
Discuss about the Improved Customer Services for Starbucks.
The feedback from internal customers comes from the organization itself, in order to improve the needs and demands, whereas the external customers’ feedback comes from the outsiders’ individual ideas that the organization takes into consideration for their improvement. The process of gathering feedback from internal customers is comparatively cheaper and easier than that of external customers (Powell et al. 2012).
It is important to gather feedback from the internal customers as it helps in increasing employees’ satisfaction. This in turn increases the productivity and performances of the employees. Moreover, it lowers the acquisition costs of the employees. Happy and satisfied employees reflect the culture of the organization. In addition to this, satisfied employees help in meeting the consumers’ demands and desires easily (Roh, Hong and Min 2014).
Starbucks launched mobile order and pay feature services, which helped the customers to buy their beverages and foods, without standing in the line for hours. This helped in satisfying the needs of the customers and the adoption of this technology proved to be a huge success. Coles Supermarkets and Woolworths use the digital media platform to promote its products. Moreover, the company opened their online shopping website, where the consumers can order their items by sitting at home. This also helps them gaining a feedback from the consumers (Chang 2016). HSBC Australia uses the technique of internet banking to let the customers pay their bills, transfer money and perform other activities by sitting at their homes (Bass and Dalal Clayton 2012).
The organizational structure helps in determining the adaptability and flexibility of the department of marketing to new techniques. If an organization’s structure is not stable, the employees will face severe issues in coping up with the environment. In bigger organization lack of communication can be a major issue for the employees. A well organizational structure helps in determining the relationship between the employees and their employers. If the overall marketing goal is not clear, it will hamper the progress and growth of the organization. Therefore, it is necessary to build a good organizational structure as it contributes to the marketability and the marketing success of products as well as services (Peppard and Ward 2016).
The ABC manufacturing company has been facing a decline in their sales. There could be two possible reasons for this. Firstly, the company is not keeping a track of their customers’ behaviors and attitudes. Customers’ preferences changes from time to time. Therefore, the company needs to track their feedbacks in order to improve the issues. Secondly, the company needs to improve their marketing and promotional activities. In this era of digital media, the company can use the social media platform for promoting their products (Wandersman, Chien and Katz 2012).
Feedback machines can be installed in the stores in order to track the consumers’ comments and reactions. Moreover, surveys can be conducted among the employees, which will give detailed information regarding their satisfaction and expectations. In addition to this, the company needs to manage their websites and pages on a regular basis. They need to keep a track of the customers’ demands and reply to their issues. Furthermore, interactions with the target consumers will prove beneficial for them, as the customers will feel that their opinions and views are valued by the company’s owner. This in turn, will enhance their productivity as well as profitability (Theodosiou, Kehagias and Katsikea 2012).
Customer feedback and the management processes of complaints can be done by managing and keeping a record of their views. It can contribute to the continuous improvement of the company. Moreover, the company needs to keep a track of their internal and external factors which affects their progress. They can adopt the differentiation strategy in order to compete with their existing competitors. The company can change their servicing styles and levels, which will be impactful. Furthermore, they need to develop their promotional and marketing strategies, for the overall success (Roh, Hong and Min 2014).
The company must undertake certain strategies in order to resolve the issues of sales drop. A thorough research of the customers’ demands will help in a huge way. The unprofitable products can be dropped or the alternative option is to raise their prices. Adding new products of various ranges would be beneficial for the company’s progress. The marketing team must do a thorough research of the company’s competitors and work accordingly. Adapting the differentiation strategy can benefit the company on the long run. In addition to this, the company should also focus on the digital marketing segment for its promotional activities (Powell et al. 2012).
Installing feedback machines in the stores would cost less than hundred dollars. Costs for opening a website will be minimal. Moreover, social networking pages are easily manageable. Professional trainers and experts can be hired for providing the employees with proper training and mentorship. In addition to this, graphic artists can help in designing the advertisements in a professional yet creative manner, which will grab the attention of the customers. The costs are minimal and thus, the company can easily adopt these strategies for improving their problematic areas (Peppard and Ward 2016).
The senior management team is responsible for the overall inspection. The managers need to check the solutions of the issues and get them approved by the senior management team. On getting approval from them, the managers should work in accordance with that. The marketing team of the company needs to start working on their promotional activities. Professional graphic artists can help by providing with innovative designs for the advertisements, which will attract the customers. Moreover, the company can also lure the customers by providing them with offers and discounts. Regular customers can be given with special benefits on shopping. Furthermore, the company should also hire professional experts as well as certified trainers for training their employees on a regular basis (Kumar and Reinartz 2012).
On applying the strategies, the company’s productivity will increase which in turn, will enhance their sales. Interacting with the customers will prove beneficial for the company, as it will give useful insights. The possible outcomes will be satisfied customers, increase in the sales, increase in the level of productivity and improvement in the company’s profitability (Bass and Dalal Clayton 2012).
Legislation will help in bringing in more transparency for the customers and business as well, in the aspects of terms and conditions. Moreover, Consumer Rights Bill will boost the economy of the company. In addition to this, the company should also take care of the employees’ Work health and safety policies. Therefore, both the consumers’ and the employees’ satisfaction will prove highly beneficial for the company and increase their sales as well (Jahanshani et al. 2014).
Majority of the customers do not bother to complain their issues. It is necessary to encourage the consumers to file their complaints, as it helps the company to improve their shortcomings. Bad news travels faster than the good ones. Similarly, a bad review of any company would reach a large number of customers and change their opinions regarding the organization. Interacting with the consumers can help the company owners gain an understanding of their purchasing behaviors and attitudes (Chang 2016).
Moreover, pages on social networking sites must be handled carefully. Their queries need to be resolved regularly by managing the pages. Installation of feedback machines at the stores will help in encouraging the consumers to give their valuable opinions. In addition to this, surveys can be conducted for engaging the customers. Therefore, encouraging customers’ complaints would help the company flourish and gain useful insights. It will also contribute to its productivity and profitability (Hallstedt, Thompson and Lindahl 2013).
References
Bass, S. and Dalal Clayton, B., 2012. Sustainable development strategies: a resource book. Routledge.
Chang, J.F., 2016. Business process management systems: strategy and implementation. CRC Press.
Hallstedt, S.I., Thompson, A.W. and Lindahl, P., 2013. Key elements for implementing a strategic sustainability perspective in the product innovation process. Journal of Cleaner Production, 51, pp.277-288.
Jahanshani, A. A., Hajizadeh, G. M. A., Mirdhamadi, S. A., Nawaser, K., & Khaksar, S. M. S. (2014). Study the effects of customer service and product quality on customer satisfaction and loyalty.
Kumar, V. and Reinartz, W., 2012. Customer relationship management: Concept, strategy, and tools. Springer Science & Business Media.
Peppard, J. and Ward, J., 2016. The strategic management of information systems: Building a digital strategy. John Wiley & Sons.
Powell, B.J., McMillen, J.C., Proctor, E.K., Carpenter, C.R., Griffey, R.T., Bunger, A.C., Glass, J.E. and York, J.L., 2012. A compilation of strategies for implementing clinical innovations in health and mental health. Medical care research and review, 69(2), pp.123-157.
Roh, J., Hong, P. and Min, H., 2014. Implementation of a responsive supply chain strategy in global complexity: The case of manufacturing firms. International Journal of Production Economics, 147, pp.198-210.
Theodosiou, M., Kehagias, J. and Katsikea, E., 2012. Strategic orientations, marketing capabilities and firm performance: An empirical investigation in the context of frontline managers in service organizations. Industrial Marketing Management, 41(7), pp.1058-1070.
Wandersman, A., Chien, V.H. and Katz, J., 2012. Toward an Evidence?Based System for Innovation Support for Implementing Innovations with Quality: Tools, Training, Technical Assistance, and Quality Assurance/Quality Improvement. American journal of community psychology, 50(3-4), pp.445-459.
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