Week 3 case study
Objectives
Interview: After completing your assigned readings for this
week, interview someone who has a customer relations/customer service role, or
responsibility where the person has organizational responsibility and knowledge
of the company’s customer relations policies. This person could be in your own
organization, or in any other company. Ask the interviewee to describe the role
and importance of customer relations/customer service to the organization, and
the top three customer relations/customer service issues faced by the
organization. In case of a last minute conflict, it is best to have a second
choice lined up.
Supporting Research: Based on what you learned in the
interview, you’ll conduct online research using scholarly resources, which can
be found in the DeVry Online Library (available under Course Home) and online
research sources such as Google. Locate at least four articles (two must be
from scholarly resources) that discuss the current business climate for this
company for inclusion as sources for your paper. What are current trends in
this business (or in the overall industry of which this business is a member)
that might impact customer service, customer satisfaction, or customer loyalty
positively or negatively?
Examples
Toyota is a business in the auto industry. Customers want
safe cars. Recently, Toyota had a series of setbacks from brakes failures to
acceleration issues. Toyota has a history of great customer relations, but now
appears to have to reshape its image. Other car companies are using safety and
quality messaging against Toyota (insert accurate APA in-text source citation
here). Toyota needs to address its customer service programs and customer
relations for both existing customers and potential new customers.
Yume, the owner of a local Thai restaurant, has recently
introduced a customer loyalty program where customers earn points for purchases
that can be redeemed for free food and drinks; and customers love it! The
American Restaurant Association says that loyalty programs are growing in
popularity, especially in small boutique establishments, where there is a more
personal connection between the owner and the customer (insert accurate APA
in-text source citation here). Yume’s customers are very loyal and very
satisfied, so since service improvement may not be entirely necessary, she may
be able to expand her relationship with her customers by selling her sauces and
cookbooks to her customers. This venture may also attract new customers!
Potential Research Sources:
Hoovers.com
Moody’s online database
Ebscohost
ABI/Inform database
NetLibrary
Each of these resources contain business articles and other
resources that may assist you in answering the case study questions.
Analysis and Recommendations: Using what you’ve learned from
the interview and your research, analyze the customer service environment at
this company. How can customer service be improved? What are your
recommendations to this company based on what you’ve learned?
Additional requirements: Prepare a 750 word (minimum) paper
addressing these questions, using APA style and formatting. Pay particular
attention to the accurate citation of your interview source, and your secondary
research sources. Full contact information for your interview source
(interviewee name, company name, phone, and email address) is required, and
should be included as a separate Appendix page following your Reference page.
Week 1: Conduct Interview
During Week 1, you should decide who you are going to
interview for the case study, make arrangements for the interview, and conduct
the interview.
Week 2: Conduct Research
During Week 2, you should be conducting your online research
and begin to write your paper.
Week 3: Write and Submit Case Study 1
During Week 3, you’ll finish writing your paper. For APA
format guidance, please refer to the APA Tutorial in the Syllabus. Ensure that
the body of your paper, excluding cover page and sources, exceeds the 750-word
count minimum, and that all of the assignment requirements have been met. Then,
submit your paper.
Guidelines
Case Study FAQ
Here are some Frequently Asked Questions about this
assignment.
Q1. I don’t know anyone in customer relations/service, or my
company doesn’t have a customer service function. What do I do?
A: Find someone with customer relations/service
responsibility, in any business, anywhere. You may have to get on the phone and
make some calls. Tell them you are a college student and need 10 minutes of
their time. People are almost always happy to help a student.
Have a backup in case your first choice for an interview has
a conflict at the last minute. Conflicts and conciliation can happen, so it is
best to be prepared.
Q2. Do I have to do an interview?
A: Yes, a personal or phone interview with another person is
required. Full contact information for the source should be provided in your paper
for verification purposes.
Q3. I do this for my company, can I just talk about my
experience?
A: No, see Q2, above.
Q4. My firm doesn’t have customers, what do I do?
A: Every organization has a destination for its products or
services – even government agencies, non-profits, and charities. You can use
internal or external customer relations and service issues for this paper. If
this is still an issue, see Q1, above.
Q5. How do I cite a personal interview as a source reference?
A: See the APA Tutorial in the course Syllabus.
