My last American Express statement

The following post has two assignments namely;

1.My last American Express statement

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CASE STUDY.

• Scott Paton, an editor-at-large for Quality Digest, related the following customer service experience with Orbitz, a leading online travel website.
• I use Orbitz four or five times a month to book travel for me or the trainers who work with Paton Press. I’ve always been impressed with the site’s low fares and easy-to-navigate interface.
Despite having purchased hundreds of airline tickets through the site, I never had an occasion to call customer service until recently. (I guess that in itself says something about the quality of
the service I’ve received).
• While reviewing my last American Express statement, I noticed two charges for the same amount and the same itinerary. I knew that it was a mistake because I had only purchase one ticket. I logged
onto the Orbitz site and looked at my past trips. I saw that there was only one booker itinerary for that person for the week. Orbitz had made a mistake. I knew I would have to call the company to
get the error corrected, and I began to experience that uneasy feeling I get whenever I have to call customer service. Where would my call get routed? Would they believe me? Had I made a $355
error?
• I began the process by going to the Orbitz home page. I was impressed. At the top of the page in large, easy-to-read type was a tab that said, “ Customer Service.” Probably a link to “Frequently
Asked Questions” database. I thought. To my surprise, when I clicked on the tab, there were three options: an FAQ database, an e-mail link, and a toll-free number to call for help. The customer
service department is open 7 days a week, 24 hours a day. This is impressive, especially when traveling. Okay. This was looking good, but how would my call be answered?
• I dialed the number and was immediately connected to the Orbitz voicemail system., which asked for my home phone number. Apparnettly, this let them know where I was calling from. After entering
my phone number, I was led through a surprisingly quick and easy voicemail navigation system that divides calls by type of inquiry. I generally hate these kinds of voicemail systems, but Orbitz’s
system was painless. I was through it in a manner of seconds.
• When I selected “Help” my call was answered within a minute. A pleasant woman asked how she could help me. I explained that upon reviewing my American Express statement it appeared as though I
had been double-charged. Her first reaction was to apologize,. “I’m sorry you had a problem,” she said. “Let’s see what we can do to resolve it for you.”
• She asked me for some information and then asked me to hold while she checked on the problem. When she came back on the line after about two minutes, she apologized for leaving me on hold. The
Orbitz system had indeed double-charged me. She explained that Orbitz would refund my money and that it might take 30 to 60 days to show up on my American Express card statement., depending on when
my statement was issued. She again apologized and asked if there was anything else she could do and if I was satisfied with the problem resolution.
• About one week later, I received a letter from Orbitz apologizing for the problem with an explanation for what had occurred. The letter also included a $50 discount coupon toward my next Orbitz
purchase.

1. What aspect of Orbitz’s service process let to Mr. Paton’s favorable service experience?

2. Generalize the lessons learned from this example to other organizations. What challenges might organizations encounter in designing quality customer service processes?

2.Customer segmentation

You have completed your customer segmentation, determined how you would achieve a competitive advantage, and how you would provide value to each of your market segments. The store’s owners have
been very impressed with your efforts and have taken your advice to heart. In talking with them they tell your team the reason they started the store in the first place was their love of good food
and cooking. You realize that they look on cooking as art as much as it is providing good tasting food. They are passionate about food the same way some people are passionate about music or
paintings or wine. For example, the store sells 22 different varieties of olives and they spent an hour telling your team about the difference in taste, texture, and when and how to use each one.
It is not just the food, but also the way it is prepared and presented that they get excited about. They show your team two seemingly identical pans (each over $150.00), but explain one is meant
for cooking certain raw vegetables on low heat to retain their nutrients and flavor, while the other is used for high heat cooking with meats to seal in the juices. The difference lies in the type
of metals – each uses three different types, the thickness and type of each metal differs with each pan, as does the order that they are in the pans. To them the differences were of the utmost
importance for proper cooking. They knew they would never make a lot of money with the store, but wanted a lifestyle business where they could enjoy their interests and also interact with others
that feel similarly or want to learn more about gourmet cooking.
They realize that although they are doing what they enjoy, they still need to make money if they are going to keep doing it. They are now ready to move ahead with your team developing a marketing
plan based on your data, information, and suggestions. You have already determined many parts of a marketing plan, but to start writing the plan your group still needs to do the following:
1. Write a mission statement that reflects the store’s reason for being and what the store currently does. You may make any appropriate assumptions you need. Limit to 6 lines of text.
Include as many of the following as you can:
a. Customers – List by segment
b. Products or Services
c. Markets served – Geographic area or areas
d. Technology –
e. Concern for Survival, Growth, and Profitability – fast or slow growth, staying independent, prudent use of funds.
f. Philosophy – Values like sharing and caring,
g. Self-Concept – distinctive abilities that make them different
h. Concern for public image. – how they interact with the community
i. Concern for employees.

2. Write a one sentence vision statement (not more than two lines of text) of what your team sees the store should be like in the future (5-10 years).

3. Based on your mission and vison statements, determine at least two marketing goals for the store. Goals are broad statements of intent.

4. For EACH of the marketing goals in #3 above, determine at least two objectives. Remember, objectives must be specific, measurable, achievable, realistic, and time based.

5. What are the keys to success for the store?

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