They have survived merely due to using a model of business that has sustained them. However, they will need to continue to focus on change management in order to seek out needs of the business, reduce risks, creativity, and implementing change that favors the customer’s needs. The Target Company will need to make the necessary changes that will heighten the customers shopping experience. Their business change management business model needs to reflect if either or both incremental or second order change is best for them. It is in the best interest of the company that they gage and leverage customers feedback via in-store personal experiences, random surveys from direct customer communication, online feedback, and manager escalations in order to find out how they can use these tools as continuous improvement methods.
A societal marketing approach is carried out by making good marketing decisions through considering consumers’ wants, the company’s requirements, consumers’ long-run interests, and society’s long-run interests. This tactic focuses on delivering value to customers to improve the consumer and the society’s well-being. Office Depot appears to be focusing on the building profitable customer relationships process of marketing to build value. They are taking their customer relationship management process into account to build their customer relations by delivering superior customer value and satisfaction. They are also realizing that their customers are very important to the success of their firm and are striving to fix any problems associated with their actions.
This is done by developing the knowledge and skills of their employees, also referred to as the human capital pool. The quality of a company’s human resource management team could affect their ability to adapt to changes, which in turn determines their competitiveness. Competitiveness in the business world could be defined as a company’s ability to maintain current market share and eventually work towards gaining market share in its industry field (De Cieri). There are numerous critical factors that an organization must take into careful consideration when being involved in human resources. First off, profitability used to satisfy shareholders must be ensured, while at the same time the need to be providing quality products or services to customers.
HR brings the business perspective while other departments (management, finance) are looking directly at numbers. HR knows people and how to enhance human capital and make the right personnel investments. When properly used, HR can have significant changes and positive results on and with a company due to its knowledge and existing capabilities. In order for HR to make significant contributions, as aforementioned, they need to be allowed to and be worked with by management to achieve common goals (Hults,
This stage needs managers and firms to have fully understanding of the needs and managing the expectations of the key groups of customers. In return, managers can knows which groups that need more attention and how to retain their customers with appropriate action. Third stages are creating emphasis on positive inferences and goodwill. They need to analyse the customer behavioural traits and their understanding on how they will react to CRM. Firms need to recognise this possible consequence and realise the importance of monitoring and managing customer perceptions of trust and fairness (Selnes, 1998).
The marketing helps the operation manager in planning, organizing, budgeting, to make the project successful. By the marketing activities the company learns the customer behavior such as what’s trend is going on, competitors behavior etc. it is very helpful for the operation managers to identify the unmet needs in their production for the targeted customers. It’s necessary to know the customer’s needs because if the product meets all the requirements of the customers, then they make demand which is necessary for the company to maximize as a profit. The sales department is a key ingredient in company to make a long term relationship with customers.
Customer Relationship Management To manage the relationship with the customer a business needs to collect the right information about its customers and organise that information for proper analysis and action. Businesses need to keep data up-to-date, make it accessible to employees, and provide the essential knowledge for employees to convert that data into products that reflect customers' needs. Customer relationship management (CRM) helps businesses to gain an insight into the behaviour of their customers and modify their business operations to ensure that customers are served in the best possible way. In essence, CRM helps a business to recognise the value of its customers and to make it possible to improve customer relations. The better a business understands its customers, the more responsive it can be to their needs.
Before CanGo can set their organization customer service goals, they must decide who their customer are. Customers are found both outside and within the company. Many methods are used to recognize customer purchasing habits this can include surveys, stakeholder’s questionnaires, and focus groups. With providing higher quality internal customer service will improve CanGo ability satisfy external customers. Meeting internal customer service goal expectation will give better insight of how to enhance customer satisfaction in the marketplace.
The nature of customer services is intangible and meeting the customer expectations require comparing the perceptions of the customers belonging to diverse backgrounds and fields. The service quality is directly associated with the encounter stage, where the business intends to meet the customer needs by influencing their willingness to purchase. It is an important stage of the decision-making process and it is critical that the service provides focus on improving their service quality from time to time. With time, different techniques have emerged, which are being utilised to measure the impact of the quality of customer services provided by the business on the customer satisfaction level and customer loyalty. It is important to bring changes and developments in the quality of service level accordingly or the business can lose customers to their direct and indirect
Customer Relationship Management Customer Relationship Management primary purpose is customer retention and the firm’s profitability. This is accomplished through the use of personal, technology; in addition, different tools process, and activities. To be successful at customer relationship management the firm must be selective with their investments. The focus of customer relationship management shifted from just new customers to retaining the customers. This is to build up their loyalty to the firm’s brand.