Case Study:Independent Auto Sales and Service (IAS)

Case Study:Independent Auto Sales and Service (IAS)

1. IAS Core Values

Beyond organizational success and profitability, the organization believes in the value of customer service and customer satisfaction. Customers are the backbone of any business. Therefore, meeting their needs and demands contributes to the success of the business. Customer satisfaction has to do with how the customer evaluates the services offered. It develops a strong relationship between an organization and its customers. Stephany and Lee seem to have mastered the art of customer service and customer satisfaction, where their positive reputation has earned them more sales from referral customers. Their past customers have evaluated their services and found them worthwhile hence recommending them to other people.

However, to produce A-plus value that will help strengthen the organization’s relationship with its customers, the organization will require to rise beyond its normal perception of customer satisfaction. Developing customer satisfaction needs them to be careful with their services. The organization needs to cultivate the value of quality and time-bound customer service and train its employees on suitable technical skills to create satisfied and loyal customers. On intrinsic value, the products services offered should be able to meet customer needs. On associated value, the organization should be able to meet deadlines on scheduled services, which will ultimately assist in retaining its customers. High degree customer service will include incorporating customer support systems and attending to customers’ complaints on time.

2. Enhancing the Perception of Value
3. a) Packaging, Guarantees (Warrantees)

Stephany and Lee have decided to offer repair services along with their sales which, is quite commendable in building a loyal customer base. To build an A-plus value with packaging, the organization may decide to give customers copies of late-model automobiles magazines to help them decide on their next car purchase. The organization may also gift the customers with special safety tools, for example, flashlights and ice scrubbers for winter. In terms of the warranty, the organization may consider giving a short or long-term warrant on the purchased automobiles depending on what their revenue can sustain. It may also decide to offer zero percent interest loan incentives to its customers.

1. b) Goodness of Profit Fit

The idea entails taking into consideration individual preferences. The organization may decide to offer paint design services to clients who prefer adding some designs on their car exteriors. The organization may also consider adding some in-car electronics devices for clients who prefer sounds and screens. Again, the organization may consider installing sensors within the cars for clients with insecurity issues.

1. c) “Memorability” Of Product Experience

For clients to remember their experience with deals and services offered at the IAS, the organization may consider instilling the power of customer care beyond skills into their employees. For example, Ray, the service manager, should consider investing in his personality. Employees should try to build a connection with their customers. The business environment should be welcoming, for example, hospitable customer care staff and a glass of cold juice.

1. d) Uniqueness and Shared Values

The IAC may come up with open dealer showrooms, especially in heavy-traffic areas, to showcase their products. The design details used in the showrooms and in-store fixtures may be inspired by the customers who feel more appreciated once allowed to share their views with the organization. The organization may also allow the salespeople to choose the uniform designs worn in the showrooms. The organization may also consider coming up with the design of sales support tools used in the open dealer showrooms that are unique and customer-friendly.

1. e) Company Credibility

A-plus credibility can be built through high regard for reliability. The organization should be able to meet deadlines in its services. It should be able to follow through its commitments to avoid cases of not showing up at all. Ray should learn to promise what he can deliver.

1. f) Add-ons

Building A-plus value with add-ons may entail setting up automobile navigation systems at a cost. Also installing sensors into the cars at a cost. The organization may also consider giving a wheel for every purchase made.

3. Creating A-Plus Value Ideas
4. a) I would teach the staff members on the need to come up with value-added services that meet the customers’ needs and create satisfied and loyal customers.
5. b) Idea generating sessions would involve the employees, the customers, the service manager, and the heads of the organization. These are people aware of the organization’s values and are genuinely interested in creating a difference in the organization.
6. c) Collecting and processing of ideas would be through online documentation.
7. d) I would consider gathering ideas any time situations arise within the organization and consolidate them annually in the annual general meetings.
8. e) Rewarding of participants would be through simple incentives like day-offs for employees and free parking space for our customers.
9. Idea Generation Process

The idea generation process would necessarily involve suggestions on improving customer satisfaction within the organization. I would work to create a culture that endorses customer satisfaction through long-term customer relationships. To get buy-in from participants, I may emphasize on potential opportunities that these ideas may bring to the organization. I would also avoid disregarding people’s ideas during the idea generation process through a systematic group facilitation, active listening, and being open-minded.

Reference

CHAPTER 10: Exceed Expectations with Value; Build Customer Loyalty with A-Plus Perceptions of Value