Daa Marketer https://daamarketer.com A School of Marketing Tue, 20 Oct 2020 09:24:23 +0000 en-US hourly 1 https://wordpress.org/?v=5.5.1 https://daamarketer.com/wp-content/uploads/2020/01/cropped-daamarketer-1-32x32.png Daa Marketer https://daamarketer.com 32 32 Strategies to resolve customer’s false claims https://daamarketer.com/strategies-to-resolve-customers-false-claims/ https://daamarketer.com/strategies-to-resolve-customers-false-claims/#respond Tue, 20 Oct 2020 07:01:38 +0000 https://daamarketer.com/?p=1453 Strategies to resolve customer’s false claims Types of customer’s false claims Price based claims Claims regarding product packaging (most customers return the products by excusing that an unpacked or previously used product was delivered) Claims based on compromised product/service quality Product features/specifications-based claims (e.g. product size, color, usage value wasn’t that good as described) Some ...

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Strategies to resolve customer’s false claims
Strategies to resolve customer’s false claims

Types of customer’s false claims

  1. Price based claims
  2. Claims regarding product packaging (most customers return the products by excusing that an unpacked or previously used product was delivered)
  3. Claims based on compromised product/service quality
  4. Product features/specifications-based claims (e.g. product size, color, usage value wasn’t that good as described)
  5. Some claims by saying that they were not properly guided or informed about refund policies.
  6. A lot of dishonest customers refuse to accept the delivery of product or service by claiming that they didn’t get exactly what they ordered. (e.g. A customer ordered an iPhone X via Amazon, but he just received an empty iPhone box in return so, he claimed for full cash refund)
  7. Claim of incomplete accessories or services delivered.
  8. Some customers also claim by excusing that we were promised for free repairing services by salesman.
  9. Another good excuse is claims made based on place of manufacturing or origin. (e.g. they may say that we were promised to get this product made by Japan, but it was assembled in china, so we do not accept this product).
  10. Claiming in usage difficulty due to complex product features and delivered without providing any guidance or instructions book regarding product usage and specifications.

Customer motives behind false complaints

  1. Money refunds
  2. Greedy nature
  3. Just for fun
  4. Change of mind
  5. Eye-blinded
  6. Some may want to damage brand’s reputation
  7. Sociocultural influence
  8. Bad word-of-mouth also play a vital role in consumers’ perception about a brand, even can motivate them to make false claims.
  9. Later, felt unpleasant with the purchase
  10. Few days late, customer found better product alternative now he’s intended to return it in any way.
  11. When reached home after the purchase, most customers realize that they purchased something they don’t really need, it was just window shopped or store’s environmental effect.
  12. False claims may be made due to no longer need of that product or service. They just wanted to avail the product/service benefits just for a short time spam. (e.g. a lady just purchased a Lehenga for a day or two-day event like her marriage, now after the event she no longer needs it. So, she returned it because she is aware of company’s fifteen-day return policy.).

Possible ways to face customer false claims

First of all  make sure that you did not mislead the customer in any way if you are confident that nothing wrong happened by you side then you can proper deal with customer by developing targeted responsive strategy against customer false complaints  claims.

Following ways, you can deal with unethical customer.

  1. Be honest about endorsements and products testimonials
  2. Keep a complete record transaction with legal proofs. (mages, CCTV footage, voice records)
  3. Communicate professionally even with unlawful and unethical customers. Ask complete details of their claims/complaints. Then request for a reasonable time to review their claims. Collect transactional data you had recorded previously for that day purchases. Gather proofs and show them to clear the case.
  4. Wait a minute, now as you know and have proofs that this customer has made false claims. So, do not rush into things just show them their true faces. Remember you’re a company you can’t misbehave even with fraudulent customers. Do think of Alternate options to act against their false claims. Like;
  • You can turn this incident into an opportunity and beneficial for the company
  • Think of the impacts of every reaction you will make on the customer’s perception as well as on your brand’s reputation.
  • You got the good opportunity to make loyal customers just by supporting that customer.
  • Or you can make them feel ashamed but there is no benefit of that action for your business.
  • Treat them in a well manned way, so later they don’t react wrongfully which might harm the company in any way, and they do not want to damage your brand’s reputation anymore.
  • If you now treat them the right way, they will spread positive word-of-mouth in return will directly strengthen reputation of your business. And leads to generate more revenue.
  • Refund them even by knowing they are making false claims. Later show them proofs of their false claims. Tell them they can keep the product as well as refunds as a gift. This response may or may not make them loyal to you. But by properly endorsing their incidents anonymously will definitely generate more leads for your business and help spread brand awareness.
  • Another good benefit of taking lawful actions against such deceitful customer is it will reduce the rate of false claims on your company.
  • As we are known that companies and individual sellers must pay penalties in case of misleading customers in any form. Such as misguided endorsements, hidden prices, unclear or incomplete refund policies.

So, the idea behind this scenario of penalties is that why not companies set penalties if claims proved to be false and set rules against fake complaints. This will work as a barrier against falsie claims and help filter useless customer’s impact on reputation of your brand.

Right now, that’s all I had in my mind. If you got any idea or suggestions to reduce false claims and better strategy to face these kinds of issues. Please share with us so everyone could get benefits from it.

Thank You

 

Strategies to resolve customer’s false claims
Strategies to resolve customer’s false claims

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Courier Hiring Issues in TCS Pakistan https://daamarketer.com/courier-hiring-issues-in-tcs-pakistan/ https://daamarketer.com/courier-hiring-issues-in-tcs-pakistan/#respond Tue, 13 Oct 2020 00:11:42 +0000 https://daamarketer.com/?p=1349 Article Summary The overall study is on ‘retention rate and hiring issues in TCS’ which is led by many background variables and indicators. All these indicators and their data is given in the report. The methodology used in the report is 200 personnel profile data based and its analysis results shows the reasons behind the ...

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Article Summary

The overall study is on ‘retention rate and hiring issues in TCS’ which is led by many background variables and indicators. All these indicators and their data is given in the report. The methodology used in the report is 200 personnel profile data based and its analysis results shows the reasons behind the problems.

In last the many alternative solutions used by company are discussed and recommendations are presented based on the understanding to the problems.

Problem statement

Following are the main problems TCS facing currently.

  1. Courier retention rate
  2. Courier hiring issues

 

The nature of the problem is the overall performance issues of TCS in Islamabad and Rawalpindi areas.

INDICATORS OF THE PROBLEM
Courier Hiring Issues in TCS Pakistan
Courier Hiring Issues in TCS Pakistan

Retention of courier in specific area of Islamabad and Rawalpindi are creating trouble in the performance of an employee which leads towards overall increasing the number of complaints.

Numbers of shipment in avg. are less as compared to other areas, Courier generate less incentive through that area’s and left the organization between 1 to 3-month period.

Overburdens one courier is about disturbing his work life balance, stress, and the performance said earlier just because of having extra responsibilities. Finding new couriers is also a challenge in these two cities. Because of Incentive model salary structure, No career path.

Hard job, which leads to overburdening the existing couriers, as company have to deliver the parcel. To run business smoothly required couriers and existing couriers are not the same in number and shortfall is always there.

Following are the indicators which cause the problems to occur are given below.

Methodology

DATA COLLECTION SOURCES

All the data required to find out the solution of the problems has been collected via private documents and interview from the operational manager MR, Masood Qazi and all of the data is Fictional based to secure the privacy of the organization.

SAMPLE SIZE

We have collected the overall profile information of 240 existing and new employees along with the former employees through exit interviews.

INITIAL FINDINGS

Following are the concluded results of all the data we have calculated.

Courier Hiring Issues in TCS Pakistan
Courier Hiring Issues in TCS Pakistan
Courier Hiring Issues in TCS Pakistan
Courier Hiring Issues in TCS Pakistan

Conclusion

ALTERNATIVE SOLUTIONS

There are following possible solutions company is trying to implement.

1. First responding to the retention problem of sector G Islamabad,

  • Company is giving them high incentives
  • Providing them extra shipments to get extra rewards,
  • It also provides extra facilities health insurance, proper uniform and petrol expenditure.

2. It’s also giving proper training to reach all customer needs and to find addresses in all areas of Rawalpindi during recruitment interviews.

3. To the currier hiring issues company is trying herd.

  • They are advertising in all newspapers
  • Trying to connect via social media
  • They also hired a private company to get better outcomes about hiring problems.
Recommendations

We would like to recommend following methods to resolves these issues

  1. Revise their incentive plans
  2. Improve key performance indicators to work better
  3. Make personal connections with school graduates’ interviews to attract them for job offerings
  4. Specially go for middle class and low class 10th pass employees and train them, maybe they could be a valuable source and work in TCS for longer duration.

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MARCA’17 BUIC: A Perfect Example of Social Media Marketing Strategy Implementation https://daamarketer.com/marca17-buic-a-perfect-example-of-social-media-marketing-strategy-implementation/ https://daamarketer.com/marca17-buic-a-perfect-example-of-social-media-marketing-strategy-implementation/#respond Mon, 12 Oct 2020 23:31:06 +0000 https://daamarketer.com/?p=1338 MARCA’17 BUIC: A Perfect Example of Social Media Marketing Strategy Implementation Introduction to MARCA’17 Marca2k17 (MARCA’17) is an official #tag & brand name of e-commerce project which was held in Bahria University Islamabad on 9th-10th May 2017. There were three Mega events organized by the respective Marketing Clusters of Management Sciences.  Events include “Open House”, ...

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MARCA’17 BUIC: A Perfect Example of Social Media Marketing Strategy Implementation
MARCA’17 BUIC: A Perfect Example of Social Media Marketing Strategy Implementation

Introduction to MARCA’17

Marca2k17 (MARCA’17) is an official #tag & brand name of e-commerce project which was held in Bahria University Islamabad on 9th-10th May 2017. There were three Mega events organized by the respective Marketing Clusters of Management Sciences. 

Events include “Open House”, “Ad Bana” and “Alif Idea”. All three events showcased some of the most brilliant projects from Bahria University. All the students availed this opportunity to show their talent & got aware with the creative ideas presented in this Mega Event.

Open House:

Bahria University host Open House 2017, which gave opportunity to final year students from Departments of Engineering, Management and Computer Sciences which displayed their final year projects. Open House showcased some of the most brilliant projects from Bahria University. 

Renowned companies from the national and multi-national sector visited Open House as a part of university’s ongoing Academics-Industry collaboration.

Ad Bana:

Bahria University host Ad-competition in which various final year projects based on capturing environmental recognition of any problem or cause presented. This was the opportunity for all the people to brainstorm their mindset with latest trends of ad market in Pakistan. Students also gave their feedback to the best ad and promote it themselves.

Corporate Culture of Bahria University| An Interview based Survey analysis

Sales Gala:

Sales Gala was an event related to the sales management which let all the students generated their own ideas to sell their products. It was a platform to convert trial customer to a loyal customer by providing benefits to the target audience. 

All the projects were based on great ideas & success which boosted up their brand awareness and image in the consumer mind. Moreover, huge sales made on the spot with the trial customer.

The ceremony was concluded with the Awards presentation for the top 3 projects in each department & an event.

E-Commerce

MARCA’17 E-commerce project is based on managing social campaign that we successfully managed to let people aware with this mega event. We used multiple social tools to promote this mega event. Also, we generated content for the event to increase the engagement of people on our page. 

The content on page was not copyrighted and all the information, pictures, video, designing and logos are generated to provide best and unique content from others. Also, we considered Live streaming of all the events on 9th-10th May. Apart from that there were some other theoretical tactics and strategies played an important role for the successful results of our social campaign.

The Social media tools we used are following: –
  • Facebook
  • Instagram
  • Twitter
  • Snap Chat

E-marketing

Be closer to customers to understand them better and to maintain a dialogue with them, adding value to products, widening distribution channels and boosting sales through running e-marketing campaigns.

TACTICS & STRATEGIES USED IN MARCA’17
Type of Online Presence

Social Network Community sites: Public interactions between different consumers using social media tools like Facebook.

Right Touching

We used the concept of right touching in our project as we managed the campaign on different social media tools to the following aspects:

  • Delivers the Right Message
  • With the Right Tone
  • At the Right Time
  • Using the Right Media/Communications channels
Affiliation Marketing

We turn customers into salesperson by inviting them to like/follow & share our official accounts and get affiliated with the event. Affiliation in terms of entry on these events to get yourself exposure.

Online Promotion

A text message that changes behavior immediately.

E-MODELS
Social Media Models

The basic purpose was to engage students as a customers to the MARCA 2017 and aware them about the activities happening around the event. There were total of 4 events that were Ad Bana, sales gala by marketing 7th semester students, open house for the final project of 8th semester students. 

Alif idea, some of initiative ideas presented by 6th semester students and that were being appreciated by the top faculty of management science Bahria university.

The main sources to engage students through Instagram, snapchat, live face book streaming that will help all the students of universities and those who already liked the MARCA2k17 event pages in Facebook and followed it on Instagram were fully being engaged them in online platform too.

MARCA’17 BUIC Facebook Page Insights
MARCA’17 BUIC: A Perfect Example of Social Media Marketing Strategy Implementation
MARCA’17 BUIC: A Perfect Example of Social Media Marketing Strategy Implementation

On the official page of MARCA2017 there were 436 likes, followers on the page were about 443 and rating of the event was counted as 5-star event. On Facebook when the event was streaming live, the number of views was 480.the number of total posts on the page 20 collectively including more than 30 likes on each post.

Besides this another page of MARCA 2017 was also being run by some students in which there were 266 likes has been counted and the number of followers on that page were 268.this page was mostly streaming activities by covering all the ceremonies.

ATTRIBUTION MODEL

Related to e commerce subject, the model fit here is attribution model which is about the visitors who visit your page /profile/site. Some came in the official MARCA page directly through Facebook or some came through Instagram.

If a student for example didn’t liked the official page of MARCA 2017 but like other pages of Bahria than he /she might aware of the event through those sites or it could be said that they came from the other channel, this behavior is called as last click wins.

COMMUNICATION MODEL

Communication model also can be fit I this event as the Bahria university other pages acted like the affiliated marketing of the event.

LOYALTY MODEL

The loyalty model also fit in the event. The loyalty model depicts One-to-one relationships with the customer to the web. The loyalty model focused on customer identification,

customer differentiation, customer interaction, customer communication. The students as customers identified what the event is about and which department is running it and what events are being practiced by student, they identify all their required answers in the online updated page of MARCA 2017 event trough Facebook, Instagram and snapchat. 

The event was differentiated in the page by sales gala, Ad Bana, open house and Alif idea. interested students goes with their interest of event and find information regarding that. Customer interaction was defiantly easy by direct comments below the live streaming and the pictures of the event.

E-CUSTOMERS

Customer Information Processing Model (CIPM)

The customer here is basically are the students of Bahria university, so customer information processing model also worked. The 5 stages of information process include

  • exposure
  • attention
  • comprehension and perception
  • Yielding and acceptance, retention.

The MARCA event on the websites like Facebook pages, Instagram and snapchat gives so much exposure to students who were watching the live event or watching the snaps or likening the vides and photos on the pages of the event. This also grabs the attention of those student who were not present in the university at that time ,the perception was clear to many as it was the initiative of the management sciences students.

The event is accepted on social media by passing comments and liking the pages and followed the event on Instagram and snapchat. Those students were not the part of the management sciences like electrical and engineering department gain retention by recalling their past experience when they used to be engaged in their events arranged by their respective departments like the event named as IEEE (C-CODE) by engineering students. 

The involvement of students is found much interested in the online platform. Some students prefer to browse online and then attend the event while others prefer to test, browse and then attended the traditional event.

It is obvious that students were the e customers of the online pages of MARCA event. they were basically engaged on the both offline and online platforms. They both involved in the offline and online ongoing activities of the event. The interaction of students to students was found mostly offline than online but the influence was much higher in the online platform.

THE ONLINE BUYING PROCESS

when relate to the event is that it gives awareness to the students both through online and offline activities of the event. The decision of student to attend the event when they watched the activities of the event on the social sites.

They went for purchase in the sales gala and also support the event by asking FAQ’s in the comments .and finally rewards given to the student who participated in the event was completely steam in the official page of MARCA 2017.

As the name implies, social media involves the building of communities or networks and encouraging participation and engagement.

Social media marketing has to be focused on using these media to help achieve your marketing objectives – both protecting and expanding your brand: ‘Monitoring and facilitating customer– customer interaction, participation and sharing through digital media to encourage positive engagement with a company and its brands leading to commercial value. Interactions may occur on a company site, social networks and other third-party sites

SOCIAL MEDIA MARKETING RADAR
Social Networks

The core social platforms where people interact through social networks are Facebook for consumer audiences, LinkedIn for business audiences, and Twitter

MARCA’17 Instagram Insights
MARCA’17 BUIC: A Perfect Example of Social Media Marketing Strategy Implementation
MARCA’17 BUIC: A Perfect Example of Social Media Marketing Strategy Implementation

TRAFFIC BUILDING

  1. Targets

Our goals were clear and provided in the descriptions of social network tools clearly. The specific objectives were mentioned, as to spread awareness of the mega event #MARCA’17 in Bahria University Islamabad. Our main targets were university students and business organizations of Islamabad and Rawalpindi.

  1. Techniques

We combined social networking tools with traditional offline communication techniques to promote our event and encourage visitors.

We use word of mouth communication tool with our friends and relatives during event and before starting of it and inform them that we are running a campaign in our university and you can visit us to the following social tools.

  1. Timing

We also focus on timing of running the campaign, start it before 1 week of the event and raise the posts, shares, videos.

Digital Communication Mix for Traffic Building

SEARCH MARKETING

Most of the visitors visit our page, Instagram and twitter by direct referrals, some use cross channel campaigns like we use affiliate marketing by sharing their saving beats page at our platform and vice versa.

And a good number of visitors come by tagging peoples who participate in the event. We also use hashtags to get more traffic at our platforms. Search engine optimization (SEO) is also used well in our campaign. No use of pay per click and use hashtags as key phrase marketing tool.

ONLINE PR

We use campaign buzz for attracting visitors, as use of live videos, attractive and funny video postings, use of colorful banners etc. create a special event of Open House Competition to engage more visitors.

Event insights are given below;

ONLINE PARTNERSHIPS

Connect all the social media platforms like Twitter, Instagram and Facebook page to get more engagement and post reach. Use of affiliate marketing;

OFFLINE COMMUNICATIONS

Use offline communications by informing this campaign to our friends, relative and student circle of Islamabad and Rawalpindi.

INTERACTIVE ADS

Use funny videos with vibrant music and upload attractive banners and motivational posts. We were having a lot of information about MARCA’17, like information about all projects, stalls and events to be presented, more than 300 pictures and about 30 videos event related.

But we didn’t put all the information in the social media campaign platforms, we just share the data which was according to trends, human behavior and interactions in online virtual world, by the help of dynamic customer strategy (DCS) approach. e.g. use of FUNNY LASSI BAR VIDEO.

OPT-IN EMAIL

No use of email.

References

https://www.facebook.com/Marca17.buic/

https://www.facebook.com/events/293165034461803/

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Blake Dawson Waldron: Unleashing the power of Internet Case Solution https://daamarketer.com/blake-dawson-waldron-unleashing-the-power-of-internet-case-solution/ https://daamarketer.com/blake-dawson-waldron-unleashing-the-power-of-internet-case-solution/#respond Sun, 11 Oct 2020 16:18:29 +0000 https://daamarketer.com/?p=1328 Answers to the Case Questions What features do you think are important for BDW’s Web site? Blake Dawson Waldron deals primarily with high net worth consumers. BDW’s clients expect to see plush surrounds. BDW’s physical offices tend to reflect that wealth and success. Such visual cues are also expected on the Internet. A “top tier” ...

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Answers to the Case Questions

What features do you think are important for BDW’s Web site?

Blake Dawson Waldron deals primarily with high net worth consumers. BDW’s clients expect to see plush surrounds. BDW’s physical offices tend to reflect that wealth and success. Such visual cues are also expected on the Internet. A “top tier” firm should have consistency between its physical office and the virtual office that the Web site represents. Without it, the firm loses prestige.

A trip down memory lane with Nescafe Basement’s cover of ‘Aadat’

A Web site needs to be clear and easy to use. In the case of BDW, which prides itself on its use of technology and expertise in that area, it should reflect the firm’s comfort with cutting-edge design and layout.

A Web site is not merely the “virtual office” for the firm but may also represent a competitive edge as the Web site of BDW will be compared to the Web sites of its major competitors and other major corporate entities. Clients who are in the “e-world” want to ensure that they have a relationship with a firm that has a similar vision and commitment to technology and is comfortable providing a service online.

BDW’s Improvement Areas

BDW’s current Web site needs improvement in a few areas. Law firms could increase efficiency by allowing online payments through their Web sites.  Clients can arrange telegraphic transfers but that is a labor-intensive process.  Paying by B-Pay or credit card over the Internet or transferring funds from their company account (if they are corporate clients) to the BDW office account over the Internet would streamline the payment process.

The online payment system could also be expanded to other areas.  For example, in a litigation matter, the opposing lawyer from another firm often visits the office of the opponent to review at documents that will be relied on in Court (these documents are known as “discovered documents” as they have been “discovered” for the purposes of the litigation).

8 Most Significant Uses and Abuses of Internet

That lawyer will request copies of the documents and undertake to pay a fee for the copies made. The documents are then copied and sent to that lawyer with a request for payment of the fee for copying.  That payment is then processed through the finance department.

It would be quicker if that payment could be made through the Internet by B-Pay, credit card or other transfer. BDW’s Web site is not very interactive and this works against the nature of service products. 

What more could be done to generate publicity on BDW’s Web site?

The Internet environment provides platform to foster relationship building activities. It also creates a new medium to add value to existing clients who can refer further work to a law firm. Building online communities is the key strategy to generate publicity and expand a firm’s referral network.

Chat rooms and newsgroups on particular legal topics may contain references to an expert in a legal area. Lawyers can contribute to some virtual community forums. Through the active participation in those forums, a lawyer could add value through the imparting of legal knowledge and build up a relationship with the participants that may ultimately convert to new work.

In the same way, being acknowledged as an expert by having articles or publications published on special interest forums or in industry publications may have a similar effect. With a plethora of interest groups and online information seekers, being available online would assist in the dissemination of the capabilities of any law firm. This is an extension of traditional marketing activities for law firms.

What specific strategies were introduced to improve BDW’s service efficiency? 

The key strategies are surrounded use of intranets, extranets and document management software. These technologies are crucial to a knowledge-based commercial law firm like BDW. Extranets are used to improve service delivery and enhance relationships with existing clients. The Intranet is used for both legal and non-legal purposes. The objective is to improve firm’s back-end capabilities.

Coupled with search engines and other software tools, lawyers can produce work for their clients not only at the BDW main offices but also remotely. Intranets could generate substantial cost savings through reduced use of paper and subsequently, less need for storage space.

Downfalls of service efficiency Strategies

It is useful to note that sometimes these strategies are not as time efficient as they may appear.  With the use of the electronic calendar system (such as Microsoft Outlook), lawyers are not encouraged to keep paper-based calendars.  This means that if a lawyer appears in Court or at any meeting where the lawyer needs to supply a commitment to a meeting time in the future, they can find it difficult.

The best way would be to issue all lawyers with palm pilots or other such devices so that their calendars can be downloaded and easily accessible.

What are the opportunities and threats caused by the Internet?
Blake Dawson Waldron: Unleashing the power of Internet Case Solution
Blake Dawson Waldron: Unleashing the power of Internet Case Solution
Opportunities
  • The opportunities offered by the Internet are tremendous.
  • It is obvious BDW has only scratched the surface of the Internet’s potential.
  • As an up-market commercial service provider, BDW must meet clients’ expectations through the timely delivery of personalized information to its clients.
  • The Internet will reduce the cost of information retrieval and research.
  • Technologies like the Intranet enable BDW to significantly reduce administration costs.
  • A willingness and ability to innovate and add value to existing client relationships using technology solutions and personalized service is one way to help retain clients and attract new ones.
  • An appreciation of the new modes of communication and the capabilities of networks for greater referral of work may also assist the firm reach new clients.
Threats
  • Retaining experienced staff can be a problem.
  • In the US, there was a marked employee drift towards Internet start-ups, leading to increased salaries to maintain staff at large US law firms.
  • Quality staff will be harder to get.
  • In addition, inertia and lack of innovation may impede client retention and new client development.
  • Finally, the emergence of online legal service providers is a phenomenon that even a big law firm cannot ignore.
How can BDW personalize service over its Web site?

High-end customers expected customized service.  As a result, Web personalization should be an important part of BDW’s marketing strategy. BDW has different types of clients: individuals, private or publicly listed companies, non-profit organizations and others.

Each of these clients has a different level of knowledge about legal services.

Types of Potential Clients on a Website
Blake Dawson Waldron: Unleashing the power of Internet Case Solution
Blake Dawson Waldron: Unleashing the power of Internet Case Solution
  1. A first-time user of legal services
  2. An experienced and therefore more aware user
  3. A first-time user who has a legal background

(such as a person with legal qualifications who has not practiced law but would be a better informed or educated consumer).

Accordingly, BDW can provide different levels of information in different areas of law that could be made accessible from BDW’s Web site. For instance, BDW can develop a checklist of things a “handy hints” document that a client should be aware of in seeking legal assistance or assistance with a specific transaction (like a joint venture agreement).

Clients Checklist

As one can imagine, different types of clients may need a different checklist and with different levels of detail. 

Time saving is important for any professional service provider, as it directly affects a firm’s revenue.  How can BDW deal with time pressure now that the Internet has caused information overload?

A simple solution is to relieve lawyers from standardized information research. One way to assist this is to have an on-tap research section.  A group could be set up with the task of researching issues that the fee earner cannot devote the time to.  These resources would be charged at a much cheaper rate thereby justifying their existence. 

For example, if a fee earner who charges $250 per hour needed to locate all relevant resources internationally on a particular theme, say, computer hacking incidence since 1985, this could be delegated to a research assistant who would be able to do the same task at $50 per hour.  Such resources would be properly trained in searching methods on the Internet rather than paralegal resources.

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An Incident in the Babies Room Case Study Solution https://daamarketer.com/an-incident-in-the-babies-room-case-study-solution/ https://daamarketer.com/an-incident-in-the-babies-room-case-study-solution/#respond Sun, 11 Oct 2020 01:17:34 +0000 https://daamarketer.com/?p=1318 This case ‘an incident in the babies’ room’ covers many of the topics in Services Marketing.  Twinkle Toes is a typical long-day care Centre that has been recently taken over by Maria Sanchez.  To reduce costs, Maria hires inexperienced staff, but a complaining customer draws her attention to the ramifications of her decision and other ...

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This case ‘an incident in the babies’ room’ covers many of the topics in Services Marketing.  Twinkle Toes is a typical long-day care Centre that has been recently taken over by Maria Sanchez.  To reduce costs, Maria hires inexperienced staff, but a complaining customer draws her attention to the ramifications of her decision and other problems facing the business. 

Marketers may not be able to fully understand the concerns of parents leaving their children in day care facilities (if they are not parents themselves). So, it may be up to the instructor to convey the complications and apprehension involved with the provision of this service.  

Evaluate Maria’s response to the incident involving Pamela’s baby.

Maria’s response to the incident was entirely appropriate, and an excellent example of effective service recovery.  She exhibited the action necessary to keep Pamela as a customer while also making sure that she understood the reasons for the problem occurring to rectify.

An Incident in the Babies Room Case Study Solution
An Incident in the Babies Room Case Study Solution
  • Maria acted quickly – both in placating Pamela and by immediately investigating the source of the problem. As a follow up, Maria will also need to quickly inform Pamela of the actions that are to be taken following her complaint so that the behavior is not repeated.
  • Maria apologized, but was not defensive. She explained that she had only recently taken over the business, and even gave good reasons why Pamela should give her another chance – for the benefit of Pamela’s children.
  • Maria showed she understood the problem from Pamela’s point of view. She stated this behavior was unacceptable to her and she would immediately investigate.
  • Maria did not argue with Pamela, nor did she try to convince Pamela that the incident was in her imagination. Maria claimed understanding of the situation and asked for another chance.
In Pamela’s eyes, what dimension of service quality is being compromised by the incident?

Pamela would probably argue that the service quality dimension of reliability was being compromised.  Reliability focuses on dependable and accurate performance of a service, which has clearly been violated here on a continual basis (this is the third time this has happened) by mixing the bottle teat with that of other children.

Dimensions of Service Quality
An Incident in the Babies Room Case Study Solution
An Incident in the Babies Room Case Study Solution

Looking the other dimensions of service quality:

  • Tangibles (physical elements) – was not a problem
  • Responsiveness (helpfulness) – Maria responded well to the complaint and was helpful
  • Assurance (courtesy, credibility, security) – there may be an argument that security was violated if Pamela felt that there was a chance her child would be hurt by mixing the teat.
  • Empathy (understanding) – Maria clearly showed that she both understood the problem and Pamela’s frustration.
Discuss the importance of retaining valued staff in high-contact services such as childcare.

It is important to note here that staff in high-contact services such as childcare provide the core service, and front-line staff are responsible for delivering the core service as promised.  Customer satisfaction and service quality are directly influenced by service employees, and so retaining valued staff should be a priority.

In childcare, maturity and experience are some important qualities of service staff, and as the case shows can have a direct effect on profitability. Pamela threatened to take her three children out of Twinkle Toes and would probably have discouraged many more parents from using Twinkle Toes if Maria had not done such a good job at recovering the service defect.

Nancy can be described as a boundary spanning employee as she is in contact with the parents and children.  Nancy is clearly experiencing role conflict.  She is expected to satisfy the goals of the company and cater to the needs of the parents and children, which can often be conflicting.

For example, Twinkle Toes places demands on Nancy to not only supervise children, but also the junior staff.  When parents drop off their children in the morning, they come to Nancy and take up her time explaining specific needs for each child.

Then in those situations where a regular employee does not turn up to work, Nancy is also expected to train and supervise inexperienced casual staff.

If Pamela decided to withdraw her three children from Twinkle Toes, what would be the annual loss in revenues?

Pamela has three children in Twinkle Toes who are there full time.  To calculate annual revenue loss:

$190/week/child x  3 children  x  52 weeks in a year = $29,640. 

This is a substantial potential loss in revenue especially considering that Twinkle Toes does not have a waiting list, and this revenue would not be immediately replaced.  This is also only an annual figure.  To calculate the lifetime loss of revenue, this would have to be extrapolated for the three children according to their age and how much longer they will be in day care.

Also, consider the loss caused by negative word of mouth – which is extremely important in experience services like childcare where customer testimonials and word of mouth advertising is used to evaluate service quality before purchase.

  1. a) How might the principles of the service-profit chain apply to this case?

The principal of the service-profit chain is relating profitability, customer loyalty and customer satisfaction back to satisfied, creative and loyal employees. 

In this case, it means Maria will have to focus on retaining and satisfying employees like Nancy, so that they can provide the high level of childcare needed to satisfy parents, which in turn leads to greater profitability. 

Ways to Ensure Internal Service Quality
An Incident in the Babies Room Case Study Solution
An Incident in the Babies Room Case Study Solution

To ensure internal quality, Maria will need to focus on:

  • Workplace and job design issues to minimise employee emotional labour and role conflict
  • Selecting the right staff, with ongoing training and development
  • Recognising and rewarding outstanding employees
  • Providing her employees with the tools necessary to effectively and efficiently serve the customers.
  1. b) Discuss the notion that profit is a two-sided coin.

The second part of this case question challenges the marketer to think about human resource implications for business profitability. The Service Profit Chain facilitates thinking about profitability from two perspectives:

  • Optimizing revenues by attracting and keeping customers willing to pay the prices for the services offered.
  • Containing costs that enable the business to function at a profit and enable re-investment in maintaining or improving service quality. 

 Marketers typically focus on gaining customers to increase sales. Operations typically focus on containing costs to increase efficiency.

The case illustrates an operations orientation which seeks to reduce staff costs by employing younger, less qualified staff. This increases supervisory burdens on senior staff, as well as stress levels, and increases the chances for service failures.

In the short term, this approach may increase profit. In the longer term, it can result in a deterioration in service quality, leading to customer dissatisfaction and turnover. Staff turnover may also increase.

This in turn impacts on revenues (and operating costs, as loyal staff are more efficient to employ, and loyal customers are more operationally efficient to serve than the same number of new customers according to the service profit chain concept). The revenue impact has a flow-on effect on profit.

So, quality and efficiency are two sides of the same coin when it comes to making profit. Both need to be managed in a balanced way that does not detract from the other to both meet target customer expectations and financial imperatives of running a business.

What advice would you give Maria about staff selection and training?

Maria should make selecting and training staff a high priority.  This is the essence of her business and provides the reason for customers to come back.  Maria should forgo the short-term payroll benefits of hiring inexperienced staff, and concentrate on obtaining and retaining highly qualified, experienced employees.

  • Selection – as the job requires employees to interact heavily with customers, individuals should be selected with not only childcare skills, but also appropriate personal characteristics such as appearance, manner and personality. Maria does not want to select people who would be better suited to backstage activities where they have no customer contact.
  • Training – staff need constant development and training in both technical skills necessary to perform the job efficiently, and interpersonal skills needed to perform the job effectively. Part of the ability of staff to perform well is good job design, so Maria will also have to address this issue. 

It was highlighted in the case when Nancy said that washing the teats was Tina’s task, and since Tina was away, it fell to whoever replaced her.  Tasks such as these should be routinely undertaken and communicated throughout, and not left to an individual who may be away one day.

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