Premium Essay

Managing the Customer Experience

In: Business and Management

Submitted By shady23
Words 1285
Pages 6
BU1006 Managing the Customer Experience

Topics: 1. Heineken Company. 2. Nokia Corporation.

HEINEKEN COMPANY The Heineken beer company was founded in 1864 by Gerard Adriaan Heineken, a Netherlander, in Amsterdam. This Dutch brewing company has wide international presence so far through a global network of distributors and breweries . Heineken owns and manages one of the world’s leading portfolios of beer brands and is one of the world’s leading brewers in terms of sales volume and profitability. Recently, Heineken has been considered as the most successful beer brand and is an icon in the beer industry. In a market where local beer always enjoy much favor, Heineken not only occupies the hearts of Europe, but also popular worldwide, becoming the leading brand of beer, and is considered No.1 imported beer in America. Heineken beer is ubiquitous and this company owns 110 factories in over 60 countries, beer production volume up to 109 million annual hectoliter. There are two main beer products of Heineken: long neck bottle and tactile can. All the Heineken products are made in Holland by the traditional recipe from 1873. Thanks to a special enzyme, called Heineken "A-yeast", has brought Heineken beer a unique characteristic flavor. This is also a main different point of Heineken among other beer brands. Heineken approaches customers by quality factor and Heineken always ensure that their products are processed in the most standard conditions. The slogan of Heineken is “Heineken refreshes the parts other beers cannot reach”. Although The Heineken brewing company has achieved great success recently in beer market, this company also has some limitations. Nowadays, an explosion of smaller brewers has entered the market during the past decade that making this industry much more competitive.…...

Similar Documents

Premium Essay

Managing the Customer Experiences

...BU1006 Managing the Customer Experience HEINEKEN COMPANY The Heineken beer company was founded in 1864 by Gerard Adriaan Heineken, a Netherlander, in Amsterdam. This Dutch brewing company has wide international presence so far through a global network of distributors and breweries . Heineken owns and manages one of the world’s leading portfolios of beer brands and is one of the world’s leading brewers in terms of sales volume and profitability. Recently, Heineken has been considered as the most successful beer brand and is an icon in the beer industry. In a market where local beer always enjoy much favor, Heineken not only occupies the hearts of Europe, but also popular worldwide, becoming the leading brand of beer, and is considered No.1 imported beer in America. Heineken beer is ubiquitous and this company owns 110 factories in over 60 countries, beer production volume up to 109 million annual hectoliter. There are two main beer products of Heineken: long neck bottle and tactile can. All the Heineken products are made in Holland by the traditional recipe from 1873. Thanks to a special enzyme, called Heineken "A-yeast", has brought Heineken beer a unique characteristic flavor. This is also a main different point of Heineken among other beer brands. Heineken approaches customers by quality factor and Heineken always ensure that their products are processed in the most standard conditions. The slogan of Heineken......

Words: 1278 - Pages: 6

Premium Essay

Mt Whitney

...Unit 5: Managing service levels CONTENTS A. PAGE B. C. D. E. F. G. INTRODUCTION TO UNIT 3  Aims 3  Your learning outcomes 3  Essential and suggested reading 4 SERVICE EXPECTATIONS 5  Customer expectations 5  Service encounter experience 5  Organisational change of focus 7  Ensure that segments are compatible (managing the segment portfolio) 7  Segment management 8 SERVICE LEVELS AND STANDARDS 9  Introduction to expected service levels 9  Problems in defining and agreeing service levels 9  Expected service levels versus service standards 10  Developing a set of service standards 11  How many service standards are necessary? 11  Planning service standards 12  Implementation of service standards 12  How can service standards be used? 13  Review of service standards 13 SERVICE RECOVERY 17  What happens when things go wrong? 17  Conflict management 19  Service recovery processes 19  Effective service recovery 20  Building trust 21 SUMMARY 22 NOTES AND GUIDANCE ON THE SELF-ASSESSED ASSIGNMENTS 23  Self assessed assignment 1 23  Self assessed assignment 2 24 REFERENCES 25 1 Unit 5: Managing service levels Blank page 2 Unit 5: Managing service levels A. INTRODUCTION TO UNIT This unit looks at the expectations of the customer and how they relate to managing service levels. It also covers managing service levels with service standards, service guarantees and service level agreements (SLA). It investigates what goes......

Words: 6360 - Pages: 26

Premium Essay

Select Marketing Manager

...continuous learning. • Expert in Internet and social media strategy with a demonstrated track record. • Demonstrated effectiveness in holding conversations with customers, customer evangelism, and customer-focused product development and outreach. • Demonstrated ability to see the big picture and provide useful advice and input across the company. • Ability to lead in an environment of constant change. • Experience working in a flexible, employee empowering work environment. Structured or large company experience will not work here. • Experience managing external of company and communication consulting firms and contractors. • Experience in the global marketplace is a plus. Requirements The selected marketing manager must be able to perform effectively in each of these areas: • Researching and evaluating new product opportunities, demand for potential products, and customer needs and insights. • Overall marketing strategy and execution of plans for the existing products. • Working with product development teams to manage new product development. • Managing launch campaigns for new products. • Managing distribution channels for products. • Ensuring effective, branded marketing communications including the company website, print communication, and advertising. • Managing media and marketing staff and external PR agencies. • Analysis of the effectiveness of all marketing efforts....

Words: 324 - Pages: 2

Premium Essay

Apple Market Leader Job Description

...advertising our company and products. You will construct strategies and tactical teams to contain a constant influence in many locations. You will have to be good with customers and understand there buying habits. Requirements: • Business and management or Psychology Degree • You have at least five years of experience managing a complex business across multiple locations. • At least a degree in IT and Computer Reasonability’s • You will have to lead and manage a team • Maintain a constant influence in every location • Operate in many segments such as sales, training, technical support and business. • Be able to maintain peak performance • Provide guidance for each store to achieve market goals • You’ll need to be flexible with your schedule Description As a Market Leader, you inspire teams to provide skills that form customer loyalty and monitor the development of your managing ability. You lead your staff to sustain maximum performance and work with them when required. You will have numerous tasks which can involve the controls of sales, training, technical support and business-focused segments. As each store experiences rapid development and continuous transformation, you continually have to redeploy your teams on providing a quality experience for each customer at the Apple Store. You will analyses customer and employee feedback, and provide assistance for each store to accomplish its market goals. Your work will be complex and exciting working on the......

Words: 427 - Pages: 2

Free Essay

Reflective Journal

...(2013). The truth about customer experience. The Lean Management Enterprise, Harvard Business Review, 55-65. This journal article presents how important of managing customer journey, and why companies usually focus on individual interaction of customers. The authors emphasize that businesses should implant the customer journeys in their operating models by these four ways: First is Identify key journeys; Then, Understand the performance in each; next is Redesign and support those journeys; and finally, Change mind-sets to sustain the initiatives at scale. The organizations can achieve higher benefits through managing the customer journey fully, by focusing on increasing satisfaction for customers, reducing churn, increasing revenue and also greater satisfaction of employees. The companies would do their best with the individual transaction, also try to understand reasons deeply, focus on main causes, and give feedback to improve interactions both upstream and downstream. They would build a culture that can connect well the organization from top to bottom. This article is quite easy to understand, but re-reading is also necessary because it would help readers can have more times to think and build connections between the articles and their own experiences. The authors seem refer to what companies and customers think of as a ‘customer experience’. However, many customers do not think that their interactions with organizations in terms of experiences. For......

Words: 582 - Pages: 3

Free Essay

Corporate Sustainability Report.Pdf

...out what customers value: Take a thorough look at consumers: What types of experiences do they expect? What companies do they believe deliver the best experiences? How do consumers prefer to learn about vehicles? In terms of information sources, the Internet, personal networks, and social media platforms rate highly, and much higher than traditional information sources such as television, radio, and direct mail. In fact, more than 70 percent of consumers use the Internet while shopping for new and used vehicles—more than double the usage of any other information source. This reflects consumers’ growing desire for an objective resource of trusted information. Increasingly, analysis shows that consumers are relying more and more on their social media networks and trusted connections for guidance on vehicle purchases. A primary conclusion to draw from these trends relates to control and influence: The most influential sources of information in the vehicle purchasing process exist beyond the traditional span of control of the OEM and dealer to include social influences. 2. Manage the customer experience: The challenge of managing a customer experience that lives beyond the boundaries of the OEM’s four walls is not new. After all, manufacturers have worked to manage customer relationships through independent dealerships. However, due to the ways in which consumer power and vehicle shopping influence are rapidly changing, consumer expectations about their experience in......

Words: 592 - Pages: 3

Free Essay

Compensation Case Study

...are nine types of jobs given in the question without any job title; it says what the jobholders need to do, and what requirements the jobholders need to have. We need to assign titles to each job and do job descriptions and job specifications for all the job positions, and conduct Job Evaluation of all the jobs using the Point Method. To do the point method we need to identify and define the compensable factors on which we will do the evaluation, then justify why we have chosen those factors, decide the scale for the factors, assign weight to the factors, then justify why we gave such weight. At last, from the result, we need to prepare a job structure. 1. Objective: The objective of the report is to have the real time experience of preparing the following things: ✓ Job Description ✓ Job Specification ✓ Job Evaluation by using Point Method ✓ Job Structure. We have prepared these things from information provided from Whole Foods Market. 2. Scope: The report contains detail job description, job specification, job evaluation using Point method of Whole Foods market. And from the results of job evaluation, we have prepared the job structure. It helped us to develop these things by our own which would help us later in our jobs. 3. Methodology: The report was done by dividing the nine jobs among 5 group members and everyone did job description, job specification job evaluation of at least two jobs and the......

Words: 7189 - Pages: 29

Premium Essay

Ad Writing

...Vacancy for Brand Manager Dekko Group and Red Bull both wanted candidates having minimum 5 years experiment. Both Dekko Group and Red Bull wants Brand Mangers who have previous professional experience including the experience of maintaining and operating big, sophisticated establishment. They both want candidates who have good communication and who are capable of handling others as well as themselves. Both companies want candidates who have Bachelor's degree; MBA not required, but preferred.  The applicants should have experience in the following area(s):
Brand Planning/Development, Marketing. They also mentioned that the candidates should have strong drives to achieve results. Red Bull published the ad in a highly professional way, whereas Dekko Group did not do it. Red Bull mentioned their requirements in bulletin points and in detail, which highlight each and every point and Dekko Group, wrote all their requirements in one paragraph which is little vague. Red Bull mentioned the age limit Dekko Group did not. Red Bull mentioned key results and deliverables (what does success look like) but Dekko Group did not say anything regarding this. Red Bull broadly described about major activities to ensure achievement of key results and deliverables and Dekko did not mention about it. Red Bull did not mention the salary they will give but Dekko Group clearly mentioned it. 1. Dekko Group did not mentioned key results and deliverables (what does success look like) 2.......

Words: 7852 - Pages: 32

Premium Essay

Iso 9000

...their organizations towards improved performance. The principles are derived from the collective experience and knowledge of the international experts who participate in ISO Technical Committee ISO/TC 176, Quality management and quality assurance, which is responsible for developing and maintaining the ISO 9000 standards. The eight quality management principles are defined in ISO 9000:2005, Quality management systems – Fundamentals and vocabulary, and in ISO 9004:2009, Managing for the sustained success of an organization – A quality management approach. This document gives the standardized descriptions of the principles as they appear in ISO 9000:2005 and ISO 9004:2009. In addition, it provides examples of the benefits derived from their use and of actions that managers typically take in applying the principles to improve their organizations’ performance. Contents : Principle 1 – Customer focus Principle 2 – Leadership Principle 3 – Involvement of people Principle 4 – Process approach Principle 5 – System approach to management Principle 6 – Continual improvement Principle 7 – Factual approach to decision making Principle 8 – Mutually beneficial supplier relationships The next step Principle 1 – Customer focus Organizations depend on their customers and therefore should understand current and future customer needs, should meet customer requirements and strive to exceed customer expectations. Key benefits : • Increased revenue and market share obtained through......

Words: 1436 - Pages: 6

Premium Essay

Team Leader

...Mohamed AlY ABDALLAH 81 Zidan street MAtbaa – DAr elsalam To develop my experience, background and interpersonal skills, and more specifically, to enhance my knowledge and experience in the different areas which related to my career. Experience November 2005 - till date Bank of Alexandria-Intesa Sanpaolo Group Feb 2008 till date Product Development & Marketing Associete ( Assets product manager ) – Retail Banking 1. Enhance existing financial products to keep its sales at acceptable levels 2. Use innovative techneques in designing products to enhance bank image 3. Identify revenue opportunities to add to bank 4. Study market segments and explore the possibilities of introducing new scheme to special segments to increase market penetration 5. Monitor performance of the products/ services by tracking performance closely 6. Work with communications to develop media plan 7. Develop products to achieve the desired sales levels Achievements 8. Managing the second largest Retail Assets Portfolio in Egypt with total receivables of € 1 Billion 9. Revamping products credit policies as well as introducing new product programs catering for A-C segments and self employed categories 10. Market Segmentation and Identification of untapped opportunities maximizing market share 11. Building up in collaboration with credit and operations functions Strong business backbone and up - scaled processing capacity for business centralization.......

Words: 536 - Pages: 3

Premium Essay

Quantitative Techniques

...organizations towards improved performance. The principles are derived from the collective experience and knowledge of the international experts who participate in ISO Technical Committee ISO/TC 176, Quality management and quality assurance, which is responsible for developing and maintaining the ISO 9000 standards. The eight quality management principles are defined in ISO 9000:2005, Quality management systems – Fundamentals and vocabulary, and in ISO 9004:2009, Managing for the sustained success of an organization – A quality management approach. This document gives the standardized descriptions of the principles as they appear in ISO 9000:2005 and ISO 9004:2009. In addition, it provides examples of the benefits derived from their use and of actions that managers typically take in applying the principles to improve their organizations’ performance. Contents : Principle 1 – Customer focus Principle 2 – Leadership Principle 3 – Involvement of people Principle 4 – Process approach Principle 5 – System approach to management Principle 6 – Continual improvement Principle 7 – Factual approach to decision making Principle 8 – Mutually beneficial supplier relationships The next step Principle 1 – Customer focus Organizations depend on their customers and therefore should understand current and future customer needs, should meet customer requirements and strive to exceed customer expectations. Key benefits : • Increased revenue and market share......

Words: 1356 - Pages: 6

Premium Essay

Management Interview Report

...Introduction This report is analysis of the Health and Rehabilitation center Envoy of Pikesville. Althea Layne director of nursing (my mother) has been at her management position for over 8 years. Envoy of Pikesville, located in Pikesville, Maryland was acquired in 2009. Envoy of Pikesville has been providing services to the geriatric population for over 35 years. Our two-story building has a large, state-of-the-art rehabilitation gym, a welcoming dining experience, and a serene inner courtyard. We feature an outstanding rehabilitation team that includes speech, physical and occupational therapy with 85% of our residents returning home. Their skilled nursing service’s resident-focused approach provides those who have suffered from a prolonged acute or chronic illness or have recently been injured or undergone surgery with the best care possible. In these cases, residents' conditions are often stable, but they continue to require assessment and treatment. And whether it’s nutritional support or assistance with self-care and the activities of daily living, our team is committed to meeting the needs of each resident at every stage of recovery. Their full range of rehabilitative services assists residents with physical, cognitive, psychosocial, and/or communication impairments. Respiratory, physical, occupational, and speech therapy programs use the coordinated efforts of an interdisciplinary team to contribute to each resident's rehabilitation – helping to ensure a......

Words: 2395 - Pages: 10

Premium Essay

Business Plan Template

... | |Date: |      | |Completed by: |      | Business plan contents Executive summary 4 1 Executive summary 4 2 Business details 5 3 Key personnel 6 Vision 8 4 The business idea 8 5 Business goals 9 6 What the business does 10 7 What makes the business different 11 8 Legal requirements 12 Sales and marketing 13 9 Market research 13 10 Profiling customers 14 11 Profiling competitors 15 12 Managing market risks 16 13 Pricing 17 14 Promotion and advertising 18 Running the business 19 15 Staff 19 16 Premises 20 17 Suppliers 21 18 Equipment 22 19 Managing operational risks 23 Finance 24 20 Start-up costs 24 21 Profit and loss forecast 25 22 Sourcing finance 26 23 Managing financial risks 27 24 Cashflow forecast 28 Executive summary | | | | |1 Executive summary (We suggest you complete this section after you have completed the other sections of the Business Plan.) | | | |      | ......

Words: 1701 - Pages: 7

Premium Essay

Prime Bank and Sme

...Executive Summary: Prime Bank is one of the leading private bank in our country. Accordingly, Prime Bank was created and commencement of business started on 17th April 1995. The sponsors are reputed personalities in the field of trade and commerce and their stake ranges from shipping to textile and finance to energy etc. Prime Bank is being managed by a highly professional and dedicated team with long experience in banking. They constantly focus on understanding and anticipating customer needs. As the banking scenario undergoes changes so is the bank and it repositions itself in the changed market condition. From 1999, Prime Bank introduces SME loan for small and medium enterprise(SME) .It provides SME loan from its 17brances for development SME in our country.It provides 2lac to 50lac taka loan according to rules and regulation of this bank. There are six SME loan pacage of this bank.Those are 1.Sahaj Rin 2.Sampad Rin 3.Chalti Rin 4.Moushami Rin 5.Digun Rin 6.Anchol About Prime bank: Prime Bank has already made significant progress within a very short period of its existence. The bank has been graded as a top class bank in the country through internationally accepted CAMELS rating. The bank has already occupied an enviable position among its competitors after achieving success in all areas of business operation. Prime Bank offers all kinds of Commercial Corporate and Personal Banking services covering all segments of society within the framework of......

Words: 2444 - Pages: 10

Free Essay

Jack Nelson's Problem

...help? Of course I think itwould! Since there are HR-related problems both in the home office and in the branches, it isclear that if a personnel office were set up, it would need to help to coordinate the HRactivities in the branches. 3. What specific functions should it carry out? What HR functions would then be carriedout by supervisors and other line managers? What role should the Internet play in thenew HR organization? There is room for quite a bit of variation in the answers to thisquestion. Our suggested organization would include: HR Unit: job analyses, planning labor needs and recruiting, providing advising and training in the selection process, orientation of new employees, managing wage and salary administration, managing incentives andbenefits, providing and managing the performance appraisal process, organization-widecommunications, and providing training & developing services. Supervisors and Other LineManagers: interviewing and selection of job candidates, training new employees, appraisingperformance, departmental & personal communications, and training & development.Internet and HR: shift some activities to specialized online service portals and providers. Qs. A pharmaceutical company placed in Pakistan wants to launch its operation in Afghanistan. Initially they plan to reach out to the market through off the shelf medicines and gradually penetrate through extensive distribution and in the next three years target manufacturing to......

Words: 1220 - Pages: 5