Strategies for Ensuring Customer Satisfaction: A Case Study of Ofo

Running head: CUSTOMER SATISFACTION
CUSTOMER SATISFACTION
Name of the Student:
Name of the University:
Author Note:

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CUSTOMER SATISFACTION
Table of Contents
Introduction:....................................................................................................................................3
Part 1................................................................................................................................................4
Business Operating Model of the selected organization and its business operation priorities:.......4
Product:............................................................................................................................................5
Price:................................................................................................................................................5
Location/Facilities:..........................................................................................................................5
Quality etc:.......................................................................................................................................6
Part 2................................................................................................................................................6
Soft Systems Methodology:.............................................................................................................6
Step 1. Entering problem or finding out the problem:.................................................................7
Step 2. Expression the problem situation:...................................................................................7
Stage 3. Deriving the root definition:..........................................................................................8
Stage 4. Deriving the conceptual model:.....................................................................................8
Stage 5. Comparing of conceptual model with real world situations:.........................................9
Stage 6. Analysing feasible and acceptable modifications or changes:.......................................9
Step 7. Implementation:...............................................................................................................9
Root Definition (just base on Part I):.............................................................................................10
CATWOE Table (just base on Part I):...........................................................................................10
Rich Picture (just base on Part I):..................................................................................................11

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Part 3..............................................................................................................................................13
Resources necessary for effective implementation of the new processes suggested in part I.......13
How performance objectives related to operations priorities:.......................................................13
Balanced Scorecard measurement of performance applied in organization selected by referring to
company’s annual reports..............................................................................................................14
Conclusion:....................................................................................................................................15
References:....................................................................................................................................16

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CUSTOMER SATISFACTION
Introduction:
Business organizations have to operate in ways to ensure benefit of the stakeholders. One
of the most important stakeholder groups which business organizations have to serve in order to
ensure their satisfaction is customers. This is because customer satisfaction leads to achieving
loyal base of customers which ultimately lead to generation of revenue both in the short term as
well as in the long term. The business organizations in order to ensure customer satisfaction align
their operations strategy and performance objectives in customer requirements. The business
organizations form business models which are aligned to the customer benefits. However,
business organizations while benefitting customers have to ensure that they do not hamper the
interests of other stakeholder groups like the government and the society. The aim of the report
would be delving into strategies which business companies adopt to ensure customer satisfaction.
The company which would be considered for the research would be Ofo which is a China based
bicycle sharing company. The company has operations in more than ten countries in the world.
The background of the case study would be provided by an operational challenge which Ofo is
facing. The consumers after using the bicycles leave the bicycles on the footpaths which leads to
blocking of the pedestrians. This blocking of footpaths leads to resentment of among the
passersby led to governments of countries taking actions against the bicycle hiring companies.
The government placed restrictions on the number of motor bikes and vehicles which could ply
on the roads at a given point of time. These actions by the governments proved to be an
impediments for the bicycle sharing companies like Ofo. The management of the company have
to form strategies so as to ensure providing services to customers without creating resentment
among the other stakeholder groups like government and the public in general.