Question

OPPORTUNITIES FOR CRITICAL THINKING

1.

Explain market segmentation.

2.

Define culture and give two examples of culture in the workplace.

3.

Explain the difference between high-touch and low-touch environments.

4.

What variables should be considered when developing a customer service strategy?

5.

Look for examples of infrastructure in your own organization.

6.

Contrast the potential success of a strategy that is developed according to the guidelines for creating a strategy and one that is not.

7.

Identify some customer service market segments that you are in.

8.

Give examples of situations where high-touch and low-touch environments are appropriate.

9.

What role do customers’ expectations play in the establishment of customer service strategy?

10.

Examine the culture of your own workplace.

Answer 1

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1. Market segmentation is the categorization and classification of consumers in the market based on some of their characteristics. These consumer segments respond to a particular marketing strategy in a similar manner. Accordingly, segmentation helps marketers to target strategies which are relevant to specific groups

2. Culture is the underlying beliefs, assumptions and values which are shared by a society that govern the behavior and conduct of its members. It has an influence on how people act, dress and perform their job.

Example of culture at workplace: South-west airlines has a culture of fun and commitment to customer happiness. Publix supermarkets have a culture where employees have ownership towards the growth of the organization

3. A high touch environment has lot of natural inter-personal interactions. A high-touch environment will have high participation of sales staff throughout the purchase lifecycle. The customer will be guided, informed and attended to. A low-touch environment has little human interaction. Most of the processes in the sales funnel are automated.

4. Following variables should be considered while developing a customer service strategy

• Problems: The key problems/challenges faced by the customers before, during and post-purchase should be the core of customer service strategy
• Touchpoints: Identification of all the customer touchpoints and strategy for success at each touch point
• Customer service goals and objectives
• Organizational culture and leadership focus on delivering customer service
• Employee training and empowerment to give the best customer service