The right stuff ... meeting your customer needs

Meeting (and exceeding) your customers' needs is a requirement for competing in the current business world. New tools and techniques must be employed to deal with the rapidly changing global environment. This article describes the success of a global supply chain integration project for a division of a large multinational corporation. A state-of-the-art ERP software package was implemented in conjunction with major process changes to improve the organization's ability to promise and deliver product to their customers.     

Applying fuzzy quality function deployment to identify service management requirements for customer quality needs

In this paper a fuzzy quality function deployment to identify service management requirements for customer quality needs is developed. First, customer quality needs with importance degree have been investigated followed by development of service management requirements for satisfying the observed customer quality needs. Furthermore, construct a fuzzy relation matrix to link service management requirements and customer quality needs based on cross-functional expertise. The aggregated fuzzy assessments of various service management requirements are ranked to determine their importance priority. Finally, an empirical study for identifying the service management requirements for customer quality is used to demonstrate the proposed approach.     

A mechanism for reducing small-business customer waiting-line dissatisfaction

This paper presents a technique whereby a small business (i.e. a one-cash register operation) can reduce customer waiting-line time dissatisfaction in the purchase stage of the consumer decision process. When the queue length reaches or exceeds critical value N^*, another employee is temporarily transferred to the role of ‘server assistant’ to increase the effective service rate; when the queue length eventually decreases to a second critical value N_*, the server assistant returns to primary duties. An optimal customer-reneging decision model is utilized to model the reneging character of the queue. Simulation experiments confirm key hypotheses concerning the behaviour of the queue and compare the effectiveness of a computed (N^*, N_*) policy with that of alternatives.     

Improving customer experience in tourism: A framework for stakeholder collaboration

Tourism represents a service industry replete with unique complexities since a tourist's overall experience is modulated by multiple stakeholders, e.g., immigration officials at airports, policy makers responsible for investment in transportation infrastructure and managers at various tourist attractions. Effective management of customer satisfaction in this service sector entails cross-functional collaboration and a transparent measurement scheme that clearly delineates the impact of each stakeholder's actions on overall customer experience. In this paper, we propose a simple conceptual framework for stakeholder collaboration in tourism. A four-phase customer experience measurement process is developed to prioritize resource allocation and to increase tourists' advocacy levels for a destination. The proposed measurement framework has wide applicability and can also be exercised in the context of other public sector services, e.g., mass transit systems. We illustrate the process using an empirical case study at Chennai, a tourist destination in India and provide a number of substantive insights that are valid for this destination.     

A method for determining customer requirement weights based on TFMF and TLR

‘Customer requirements’ (CRs) management plays an important role in enterprise systems (ESs) by processing customer-focused information. Quality function deployment (QFD) is one of the main CRs analysis methods. Because CR weights are crucial for the input of QFD, we developed a method for determining CR weights based on trapezoidal fuzzy membership function (TFMF) and 2-tuple linguistic representation (TLR). To improve the accuracy of CR weights, we propose to apply TFMF to describe CR weights so that they can be appropriately represented. Because the fuzzy logic is not capable of aggregating information without loss, TLR model is adopted as well. We first describe the basic concepts of TFMF and TLR and then introduce an approach to compute CR weights. Finally, an example is provided to explain and verify the proposed method.     

Advanced workforce management for effective customer services

Because almost 60?C80% of the total costs for operating a contact centre involve wage and benefit expenses for personnel, determining the optimal number of agents available is of great importance in call centre management. In modern call centres, working hours are divided into planning intervals with identical lengths. Each planning interval is typically assumed to be a homogeneous Poisson process in a steady state, and simple queuing models, such as Erlang-C (M/M/c), are often applied to determine the optimal staffing levels of the planning intervals. However, since the actual length of the planning interval in practice is relatively short, the basic assumption of staffing analysis could be violated. In this paper, we numerically analyze an M/M/c+M call centre??s behavior in a transient state. As a result, we can determine appropriate staffing levels of a call centre with short planning intervals which do not assume to be in a steady state.     

Outsourcing customer support: The role of provider customer focus

An increasing number of firms are outsourcing customer support to external service providers. This creates a triadic setting in which an outsourcing provider serves end customers on behalf of its clients. While outsourcing presents an opportunity to serve customers, service providers differ in their motivation and ability to fulfill customer needs. Prior research suggests that firms with a strong customer focus have an intrinsic motivation to address customer needs. We suggest that in an outsourcing context, this intrinsic motivation does not suffice. Using a Motivation–Opportunity–Ability framework, we posit that the effect of a provider's customer focus will be moderated by a set of relational, firm, and customer characteristics that affect its ability to serve end customers. We test our conceptualization among 171 outsourcing clients from the Netherlands and then validate these results among 135 Indian outsourcing providers. The findings reveal that customer-focused providers achieve higher levels of customer need fulfillment but this effect is contingent on their ability to serve end customers. In particular, customer-focused providers more effectively fulfill customer needs when clients and providers share close relational ties, when clients also have a high level of customer focus, and when end customer needs exhibit a low degree of turbulence. In addition, we find that, in turbulent markets, equipment-related services offer greater opportunity for effective customer need fulfillment than other outsourced services.     

客户生命周期视角下的客户关系管理策略探讨

虽然很多企业已经开始重视客户关系管理的研究与应用,但他们往往限于静态的考虑,文章从客户生命周期的角度出发,动态地针对客户各个阶段的特征采取合适的策略。     

实施零顾客跳槽率管理，提高顾客忠诚

"零顾客跳槽率管理"是指企业与每一个能够给企业带来利润的顾客保持长期关系,不让这类顾客跳槽.顾客跳槽对企业利润的影响远远大于企业规模、市场份额、单位成本以及许多其他与竞争优势有关的因素的影响.     

Virtual product experience and customer participation—A chance for customer-centred,really new products

This paper demonstrates how customers can be virtually integrated into a company's innovation process. New interaction tools allow companies to gain valuable input from customers via the Internet. First, we explain why too closely listening to customers may turn out to be problematic for the development of real new products. The KANO model shows that it is difficult for customers to express their latent needs as well as those which are taken for granted. New virtual interaction tools and virtual product experiences help to overcome these problems and enable customers to transfer their explicit and implicit knowledge to innovation teams. How to apply virtual interaction tools and how to virtually integrate customers into the innovation process in practice is illustrated in detail in the AUDI case study. Our case study findings show that virtual customer integration provides valuable input for new product development. This paper introduces virtual customer integration as a new means of coming up with customer-centred, really new products.     

How libraries can enhance customer service by implementing a customer value mindset

Libraries have a rich tradition of solid customer service. Good service today, however, is often not good enough. Libraries can improve the customer experience by understanding what it means to truly deliver outstanding value. Implementing customer‐centric marketing and the latest technology can increase the perceived value of library usage before, during, and after service delivery. The evolving library experience framework explains how library administrators can prepare for current challenges and future changes to enhance customer service. A customer value‐based services perspective will help libraries strengthen overall user experiences to keep a larger “share of customer” from formidable information rivals such as search engines, online databases, news sources, video sharing sites, internet service providers, and content creators.     

Achieving excellence--creating customer passion

Customers are the lifeblood of any organization. Without them, it loses its meaning and purpose. Customers provide incentive, vitality, and growth. Serving them well requires a customer-focused culture and a customer-friendly system. It also requires unrelenting effort toward continuous improvement, but the rewards are well worth the effort: unflinching customer loyalty, sustainable growth, and impressive performance.     

Forecasting third-party mobile payments with implications for customer flow prediction

Forecasting customer flow is key for retailers in making daily operational decisions, but small retailers often lack the resources to obtain such forecasts. Rather than forecasting stores’ total customer flows, this research utilizes emerging third-party mobile payment data to provide participating stores with a value-added service by forecasting their share of daily customer flows. These customer transactions using mobile payments can then be utilized further to derive retailers’ total customer flows indirectly, thereby overcoming the constraints that small retailers face. We propose a third-party mobile-payment-platform centered daily mobile payments forecasting solution based on an extension of the newly-developed Gradient Boosting Regression Tree (GBRT) method which can generate multi-step forecasts for many stores concurrently. Using empirical forecasting experiments with thousands of time series, we show that GBRT, together with a strategy for multi-period-ahead forecasting, provides more accurate forecasts than established benchmarks. Pooling data from the platform across stores leads to benefits relative to analyzing the data individually, thus demonstrating the value of this machine learning application.     

The RNID's customer care initiative

The Royal National Institute for Deaf People (RNID) like many charities is increasingly providing services under contract to both the public and commercial sector, which is why it has been pioneering a major customer care programme in the charity sector. It is the UK's largest not-for-profit service-providing organisation for deaf and hard of hearing people. Its mission is to earn recognition from deaf people as the key organisation promoting their access to society. Its recently introduced Customer Care Initiative is one of the main cornerstones in its plan to turn this mission into reality.     

Online customer experience in e-retailing: implications for web entrepreneurship

Providing consumers with unique experiences and immersing them in original contexts are the goals of web entrepreneurs. Researchers and web entrepreneurs have expressed a particular interest in the online customer experience, agreeing on its importance in creating satisfaction, revisiting intention, e-trust and e-loyalty. This paper explores customer experience in the online retail context. The online customer experience is central in forming customers’ perceptions of expectations of online retailers because this experience is highly personal. However, empirical research on the online customer experience remains scarce. The objectives of this unique study are twofold. The first is to compare the effect of online customer experience on the responses of Romanian and Tunisian customers. The comparative analysis is based on two dimensions of the online customer experience assessment tool. These dimensions are cognitive experiential state (flow) and affective experiential state. The second objective is to examine the contribution of each of these two dimensions in explaining overall perceived value, e-satisfaction, e-trust and repurchase intention in the online context, as well as their effects on web entrepreneurial initiatives. The findings reveal the impact of cultural influences on the constructs embedded in the research framework. The implications for practice relate to the increasing importance of online customer experience in tailoring online marketing campaigns. The implications for web entrepreneurship are clearly emphasised by the pathways from online customer experience to entrepreneurial initiatives. These pathways capture the value of customer-generated content in designing innovative business models.

     

Taking care of the customer

Taking care of the customer while running an efficient manufacturing operation is a challenge. This article describes the success one contract manufacturer had in developing a customer service department to manage a growing and diverse customer base. Balancing customer and plant requirements during a period of organizational change is discussed.     

Industrial relations and the customer

This article examines the implications for industrial relations of the current enthusiasm for ‘customer care’. It does this by reviewing how the three main industrial relations actors; managers, government and trade unions, have responded to the customer service imperative and by considering some of the implications of a ‘customer focus’ for industrial relations theory.     

A supply and demand model of co-worker,employer and customer discrimination

When racial wage differentials reflect customer, co-worker and employer discrimination, how can these sources of discrimination be theoretically and empirically distinguished? We develop a wage model fashioned around professional basketball that includes customer, employer and co-worker discrimination when there is racial integration. We find that the model is capable of: (1) predicting unexpected effects of the various types of discrimination on wages; (2) the three types of discrimination will interact nonlinearly; and (3) compensation attributable to co-worker prejudice is endogenous. Using data from the National Basketball Association, we find evidence consistent with co-worker discrimination by white players and customer discrimination by nonwhite fans.     

Hybrid organization structures: A path to cost savings and customer responsiveness

In order to cut costs while increasing customer responsiveness, some corporations are integrating the competitive features of small companies with the resources of large corporations. They are adopting a hybrid type of organization by decentralizing decisionmaking to the business units and centralizing administrative functions at the corporate level. This article outlines the characteristics of a hybrid corporation and describes the role of corporate staffs within five corporations that have evolved to a hybrid structure. Some first steps on the path to a hybrid structure and corresponding staff activities are also described. © 1996 by John Wiley & Sons, Inc.