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Understanding Customer Buying Practices, Support Issues, Business Value, Procurement and Account Planning

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Added on  2019-09-22

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This report analyzes the buying practices of customers, customer support issues, business value, procurement, and account planning for a tech start-up providing antivirus and security solutions to individual and business clients. It includes a discussion on the decision-making process of customers, the development process of customized antivirus, customer support issues, customer procurement, and utilizing information to plan customer accounts. The report also includes tables and figures to support the analysis.

Understanding Customer Buying Practices, Support Issues, Business Value, Procurement and Account Planning

   Added on 2019-09-22

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Understanding Customer Buying Practices, Support Issues, Business Value, Procurement and Account Planning_1
Table of ContentsIntroduction:....................................................................................................................................3Task 1: Understanding buying practices of customers....................................................................3Task 2: Understanding customer support issues..............................................................................5Task 3 – Understanding your own business value...........................................................................6Task 4 – Preparing for customer procurement................................................................................9Task 5 – Using information to plan customer accounts..................................................................9Conclusion:....................................................................................................................................10References:....................................................................................................................................112
Understanding Customer Buying Practices, Support Issues, Business Value, Procurement and Account Planning_2
Buying decision making unit of ABC Pvt LTDDecidersManaging Director ofABC Pvt LTDInfluencerLine manager of ABC Pvt LTDInitiatorsThe procurement manager of ABC Pvt LTDEnd-UsersEmployees of ABC Pvt LTDBuyerDesignated personnel of The procurement team Introduction: The decision making process of a customer is a complex act which is influenced by severalfactors. However, a clear understanding on the customers’ decision making process helps anorganization to realize the actual needs of their clients. As a result, they can redesign theirofferings in such way so that the products and services easily meet the needs, which in turn, keepthe organization in a more favorable position in the market in respect to its competitors. Here, thecustomers accounts of a tech start-up, which provide antivirus and other security solutions toindividual and the business-clients, are analyzed. The report mainly includes discussion on thebuying processes of customers, customer support issues and the business value. The customerprocurement issues and process to plan customer accounts are also discussed in this report.Task 1: Understanding buying practices of customersA purchase can be considered as a combined decision of several individuals who together formsthe decision making unit (Ernest, 1980; Janner, 1987; Young, 1982). In this report, the DMU ofABC Pvt LTD, one of the major business clients of th current tech start-up, is created andanalyzed. A DMU consists of several individuals including the decision makers, initiators, endusers, influencers and buyers.3
Understanding Customer Buying Practices, Support Issues, Business Value, Procurement and Account Planning_3
Figure 1: DMU of ABC PVT LTDThe personal needs of the persons and the decision making process: The DMU of ABC PVTLTD consists of its decider or the managing director , end-users or the employees, initiators orthe procurement management, the influencer or the line manager and the buyers or thedesignated personnel of its procurement team. The decider or the managing director of the ABCPVT LTD was looking for a customized antivirus for the organization. However, she involvedother individuals from the organization, too, for making the decision. The line manager is responsible for carrying out the day to day activities and therefore, caneasily identify the vulnerable areas that can be risky for the organization (Lancaster & Jobber,1993). In this case, she acted as the influencer, identified what ABC needs, compared among theavailable solutions in the market and selected the current security solution provider. The security solution was used the employees who are the end users and therefore gave theirinput while making the decision. They required a solution that is simple to use and will notrequire much time to scan and remove malicious files from their system. The need of employeesplayed a significant role in the line manger’s choice. The buying process is carried out by theprocurement team (Greenberg & Greenberg, 1990; Cole L, 1991; Beer, 1981). They needed aproduct which is cost effective. The procurement manager was the initiator as she started thepurchasing process and the payments were made by the designated personnel of the procurementteam.Factors to establish preferred supplier situation and Use of quality measures:Ease andeffectiveness of virus scanning is the first and the foremost thing that the buyers check beforebuyinganantivirus(Allen, 1988; Cheverton, 2008; Christie, 1982; Fenton, 1981). In this case also the influencerassessed such capabilities of her chosen solution. Additionally, the features like auto-updates,huge database of malwares and the protection against ransomware also made the solutioninvestment worthy. Additionally, the current security solution provider was also chosen because4
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