ATHE Level 6 - Customer Focus for Strategic Advantage Report

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Added on  2023/02/03

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This report examines customer focus for strategic advantage, addressing the critical role of customer service in achieving organizational objectives. It explores how customer service strategies and objectives shape customer service processes, referencing the case of Crabtrees Ltd, a company aiming to regain market share through enhanced customer service. The report analyzes the contributions of technology to effective customer-driven processes, highlighting technologies like home delivery, online services, and return policies. Furthermore, it emphasizes the importance of continuous improvement and service chains in enhancing customer service processes, illustrating how these elements contribute to customer satisfaction and strategic advantage. The report is based on the ATHE Level 6 Diploma in Business and Administrative Management and includes references to relevant academic sources.
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TASK 4
CUSTOMER FOCUS FOR
STRATEGIC ADVANTAGE
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3.1. How customer service strategy and objectives lead to
the design of customer service processes
The objectives and strategies of customer services is the most essential way to
design the entire process as exactly what company is going to serve the customers
like what kind of services to be offered.
Crabtrees Ltd company is formulating the strategies for attaining the objectives of
customer services so that company can achieve the loss market shares.
Crabtrees Ltd is making some effective strategies of customer services at long
term
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Contd...
Here are some strategies that leads to design the best procedure of
customer service are as follows-
Customer is the boss-
(EFM) Enterprise Feedback Management-
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3.2. Critical analysis of the contribution technology makes
to the delivery of effective customer-driven processes
According to Quirke, 2017, technology plays a vital role in
delivering effective customer driven processes.
Constantly be customer driven is one of the most essential measures
in company. Form the actual products or services, customer services
is the most important process.
It is also very important that company should use the best
technology to serve customers and make use of those technologies
that is in trend.
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Cont...
There are various other technologies that makes to the delivery of
effective customers driven process that Crabtrees Ltd uses in
its operations and functions are-
Home Delivery-
Online services
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Return Policy- This is also the best way to increase the level of satisfaction
to customers. Many times its happens, customer does not like the product, he/she
wants to return it. So, if company will offer return policy, it will give better
customer satisfaction to customers. Companies having this technology are taking
advantages of return policy.
Online payment- Today, people are moving to cash less country, no people will
carry cash with them, they prefer to use debit or credit cards with them. By
implementation of online payment in the company, leads to high satisfaction
among customers. It will become very easy for customers to make payments. It is
safe as well as secure.
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3.3. Explanation of the importance of continuous improvement and service chains to
organisations customer service processes.
In order to provide better services to customers, it is very
essential to have company should provide continuous
improvement in there services.
There is proper and set networks of service chain which
company offers to its customers.
It is an ongoing effort to improve products, services or
processes.
Crabtrees Ltd used to develop and improve strategies of
business on regular basis as well as they also do continuous
modification and alterations in their strategies and plan of
actions.
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Cont...
Additionally, this company also uses systematic
chain of services like they offer products to
customers after that they make them use for trial
then they take payment for that particular products,
then after they give services of delivery of product
at their destination and last they take feedback of
their products and services after sometime.
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REFERENCES
Books and Journals
Peppers, D. and Rogers, M., 2016. Managing customer experience and relationships:
A strategic framework. John Wiley & Sons.
Goetsch, D.L. and Davis, S.B., 2014. Quality management for organizational
excellence. Upper Saddle River, NJ: pearson.
Bettencourt, L.A., Lusch, R.F. and Vargo, S.L., 2014. A service lens on value creation:
Marketing's role in achieving strategic advantage. California management review,
57(1), pp.44-66.
West, D.C., Ford, J. and Ibrahim, E., 2015. Strategic marketing: creating competitive
advantage. Oxford University Press, USA.
Quirke, B., 2017. Making the connections: using internal communication to turn
strategy into action. Routledge.
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