市场营销案例.doc

1、Company caseOffice Depot:“thank you for calling.“Tnanking you for calling Office Depot .All of our customerservice representatives are busy serving other customers.Please stay on line,and you will be connected to the next available agent.”“Thanking you for calling Office Depot,Your call may be monit

2、ored and recorded for use in customer service representative training.”Steve switched the telephone reciever to his right hand and glanced at his watch.hed been on hold for almost ten minutes and had listened the pair of messagesabout every minutes during that period.Normally ,Steve,marketing profes

3、sor.However,hed spend his Monday morning marketing a presentation on customer service to a group of middle and top managers at a major corporationslocal munafacturing plant.A Botched DeliverySteves story had began eariler in the afternoon.Upon returning form his presentation,hed phoned to his wife ,

4、 Steve noted that the phone rang more than the usual number of times before Dana pick up .“Listen,”Dana barked,and Steve immediately decated for the tone of her voice that he had called at a bad time .”I have got a delivery man struck in the drivenway and dont have time to talk to you.”Steve wondere

5、d about Danas statement that someone was struck in the drivenway.they lived in a neighbord by rolling hill and trees.Their house sat on the side of a heavily wooded hill.About an hour-and-half later.Steve called Dana again.“Oh,that must be my new pen and the refills.Wow,I just ordered them on Friday

6、 at the company.you remenber that I lost my good pen at the conference I attend last week.So I went to the company web site.Anyway,that is what the package are,and I am sorry I contributed to a bad time for you.”“Well ,you dont know the half of it .i was working in the office when the telephone rang

7、.It was the delivery man .He announced that he was from the company.he was at the bottom of the drivebway .When I got to the bottom of the stairs,I saw his truck .HeWas only a few feet into the way .I look at him and he looked at me.He wasnt going out of his truck .finally,I understand that I was go

8、ing to have to walk down to the driver and take the package.“You mean that he didnt go out of his car?”“Well,I can understand you being so upset ,wev divery man all the time who dont want to drive up to the door.But,they always just walk the package up to the house and either give it to us or leave

9、it at the door of house.”“No,I couldnt believe it.He was not far away enough into the driveway to get out of truck.So,over the next hour I made several trips to and form the house to bring him boards form your shop and get out .None of his attemps worked,Finally,I had to go back to the office to cal

10、l three company before I could find one that would come ,the truck came finally and fulled him out.”“Why did you have to call the truck?”“The driver didnt speak English very well ,and I thought I could communicated our localation better than he could.”“Youre kidding!“No,I couldnt believe it.He wasnt

11、 far enough into the driveway to get struck,but somehow he had.So,over the bring him boards from your shop and other things so he could try to get some leverage and get out.None of his and get him a phone book so he could call a tow truck.I had to call three companies before I could find one that co

12、uld come.The truck came finally and pulled him out.“Why did you have to make the calls?“ Steve asked.“The driver didnt speak English very well.and I thought I could communicate our location batter than he could.“What a nightmare!“Steve exclaimed.“I know how busy you are and to have to spend an hour

13、with this lazy guy and make trips for him up and down the driveway must have time to take to me when I called.“Well,just dont order anything else from Office Depot!“THE CALLAfter his call to Dana ,Steve thought about the situation.He had just spent the morning telling the manages that complaints wer

14、e valuable.Despite being busy,he decided to share this story with Office Depot.First,hed gone to the Office Depot Web site.After some looking,he found a “contact us“link that contained a toll-free number to speck to customer service representative.Steve told her the story,but realized during the con

15、versation that her job was only to assist with orders.customer service line,and the wait and record massage began.THE COMPLANTSteve shifted his weight,switched hands again, and looked out office window. He was just about to give up,despite his good intention,when a real person finally answered his c

16、all.“Hello,my name is Isis.Thank you for calling Office Depot.How may I help you?“Hello,Irsi asked Steve for his order number but he didnt have it.However,useing his name and street address she found his order and information.Steve then told Isis“You mean he didnt get out the truck?He just rolled do

17、wn the window and handed the packages out for your wife to come get them?“Yes,thats correct,“Steve answered.He went on to complete recounting the event and then concluded:“Isis,Im a marketing professor.I wanted to share this story with you,hope that it will help you improve your customer service at

18、Office Depot,Id follow up on this situation and take “Ive made notes on you call,Mr.Haine.Thank you for calling,“Isis concluded.Steve hung up the phone and wondered what,if anything,Office Depot would do with his complaint.He reflected on the topics like customer perceived value,cusstomer satisfaction,customer relationship management,customer equity.He hope Isis had taken good note;but,if she hadnt, he hoped his call had been recorded!