...10 Higher satisfaction at lower costs: Digitizing customer care By: Francesco Banfi /// Boris Gbahoué /// Jeremy Schneider RECALL No.22 – Digital marketing Higher satisfaction at lower costs: Digitizing customer care 11 Does it make a difference whether telecoms players handle customer interactions online or via traditional channels? The answer may surprise you. Handling customer issues online might seem like a simple incremental addition to traditional call centers and retail stores, but McKinsey research shows that, done well, it can represent a paradigm shift in customer satisfaction. Digital customer care (“eCare”) responds to consumer demand for easily accessible, highly rewarding multichannel interactions. In one example of many, one leading mobile operator employed eCare initiatives to reduce their total call center volume by 20 percent in just eight months, lowering costs significantly while elevating their net promoter score (NPS). McKinsey conducted its first eCare consumer survey in the second quarter of 2012 to more fully explore eCare dynamics. The survey addressed 2,000 respondents in France – customers of the main telecoms operators in that country. Its key focus was on understanding the differences in customer service between digital and traditional channels for telcos and on identifying roadblocks to adopting digital channels. Why digital channels matter The advent of digital channels has changed the way consumers communicate...
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...Social Advertising Social media exists in the context of communities that are built of people who develop and nurture relationships by creating, co-creating, sharing, commenting, and engaging in content (Tuten, 2008). Advertising on such social platform is what accounts to social advertisement. Most of these communities are made up by our sponsors, believers, assistants, coaches, cheerleaders, and friends. Advertising has always been a means of mass communication with a great persuasive force. Thus with the current up rise in social networking in the current world, many advertisers are now turning their heads towards social media and networking. There are various social benefits from advertising that are explained as follows (Kaptan, 2003). * Increased social awareness: Social advertising has created much awareness for certain problems faced in the society today such as virtual eco-rallies and such protests instead of blocking down the streets and such. * Faster informational reviews on newer products: The information reviews and critics have reached the consumers faster than the products itself, along with their availability in the market, creating decision options for consumers. * Advertising is Entertaining: Social advertising is also considered as entertainment for some but its goal is not to entertain but actually to move communities through the hierarchy of response so they purchase, subscribe and become loyal to the brand. Along with these benefits, social...
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...Integration of Social Media in Marketing Campaigns A Research Paper Presented to Ms. Maria Luisa Velasco In partial Fulfillments For the Course ENGLRES Term 1, SY 2014-2015 Karla June Marie Y. Ocampo Maria Kristine Louly DR. Pastor 1 Thesis Statement: Although social media poses some limitations, it still benefits entrepreneurs and start-up businesses because it serves as a virtual marketplace, a platform of communication and a social influence in effectively gaining customers and building lasting relationships. I. II. Introduction: Digital Marketing and the 21st Century Social Media as a Virtual Marketplace a. Accessibility to both businesses and customers b. Convenience of online shopping c. Opportunities and potentials d. Examples (online businesses) III. Social Media as a Platform of Communication a. Attracting Online Audience b. Building fans and followers c. Managing customer relationships d. Staying connected with your customers e. Getting feedbacks IV. Social Media as a Social Influence a. Consumer Expectations b. Blogging and Microblogging c. Trends in the 21st Century V. Conclusion 2 Context The internet has become a part of our daily lives ever since it was introduced to us many years ago, and as a matter of fact, the generation today takes it for granted. The internet has given the people access to different parts of the world as a source of information and a platform of communication. With the advent of social media in today’s...
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...Task1 Projects4Technology’s transition as a virtual business company requires a great deal of understanding and in depth analysis. While I was going to complete my assignment I have gone through a complex research which has involved me to study more about the topic and also gave me a first-hand knowledge of how to plan for a company. I have gone through many articles and journals on the google, I have searched especially for the virtual company, what is the difference between the virtual organization and the traditional organization. I have drawn the comparison which can be cost effective. The articles helped me in understanding the exact scenario of the organizations. While researching I came across a case study which was on “Brand Velocity”. It enhanced my knowledge about the subject and helped me to write about the virtual and traditional companies. Task 4 was a very challenging task and I have to study different organizations and their infrastructure to complete it, then again I had to study both traditional and virtual models. I have taken into consideration the models which were already used by most of the virtual organization like eBay and amazon. I have thoroughly investigated these models and taken my notes from there. For the Task 5 as it was a presentation, I had to be sure the studies I am carrying out should be very comprehensive and should give me the arguments to prove my points; it should be so convincing that there would not have been any ambiguity left...
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...1.0 Introduction: Retail Pharmacy Background There are about 8,632 registered pharmacists and 2,000 community pharmacies which is also known as retail pharmacies in Malaysia. Out of the registered phamacists, 5,288 are in the government sector while 3,344 are in the private sector (Ministry of Health Malaysia Health Facts, 2012). The ratio of pharmacist to Malaysia population is about 1: 3,355. Both Penang and Klang valley areas consists of 56% of retail pharmacies in Malaysia. To operate a retail pharmacy, the pharmacist shall need to register A-license or known as poison license in order to be able to sell prescription medicines under the Sales of Drugs Act 1952 and the Pharmacist Registration Act 1951 (revised 1989). In Penang, a total of 344 A-license are issued in 2009 which contributed to about 11.5% of total A-license applicants in Malaysia. The retail pharmacy market is currently dominated by bigger and organized chain pharmacies such as Guardian Pharmacy (382 outlets), Watsons Group (260 outlets), Caring Pharmacy (73 outlets), Constant Pharmacy (12 outlets), Aeon Wellness (12 outlets) and Georgetown Pharmacy (11 outlets). (The Star, 2012, 2014). Retail pharmacies are the bridge for consumers to obtain medication drugs, over-the-counter (OTC) drugs, health supplements, health support products and others such as organic health food which could be categorized as a specialty shop. Retail pharmacies also carries fast moving consumer goods such as toiletries, personal...
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...To accomplish the goal of bringing my Café to the new millennium I will assesses our ability to compete in the new market based off Porters Five Forces. The five forces are buyer power, supplier power, threat of substitute products or services, threat of new entrants, and rivalry among existing competitors. These forces will allow us to approach each situation with a proven business model. Buyer power in our current community is high. The ability to substitute the products we offer is significant. Grocery stores, major franchises, and other markets are able to sell salads, coffee beans, pastry and more. The ability to switch between venues is effortless and with the addition of Dunkin Donuts as a competitor, the buyer power will be even stronger. To compete against the buyer power we will need to create a rewards program. The rewards program also known as a loyalty program will be offered to all customers. The company’s offerings will be discounts on purchases, reward points for future purchases, special coupons, and more. The objective of this program is to give my Café the advantage for purchases and to bring the customer in along with new friends to my store. Supplier power is how many choices a buyer has to obtain the product of choice. In the current market, the supplier power is very low due to the business-to-business (B2B) through the Internet. B2B is essential for keeping cost down and to guarantee our coffee bean distributor stays in line with competitors...
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...Broadway café to move into the 21st century it should include latest technologies in marketing and make significant efforts to include mobile marketing strategies. Companies worldwide are going mobile to increase productivity, speed delivery to market, and reduce operating costs. (Baltzan & Phillips, 2009) To gain the competitive advantage, more and more retailers are turning to mobile application to enhance worker productivity, operational efficiencies, and anytime, anywhere customer service (Baltzan & Phillips, 2009, pages 248,249) The newest channel for direct marketing is mobile direct marketing. It is a communication channel that provides marketers and consumers with opportunities for much greater interaction and individualization. (Kondo, Shen & Shahriar, 2008) The Mobile phone is a highly used and reachable medium; this makes it a potential channel to reach to the prospective consumers. Today everyone owns smartphones to 4G handsets. Broadway café plans to introduce M coupons to its customers. Mobile coupons are digital coupons sent to a mobile device such as a mobile phone, smart phone, or personal digital assistant. They can carry messages including text, pictures, audio, and, more recently, even videos. The consumer receives the coupon on the mobile device and stores it there until he or she decides to redeem it. (Astrid & Mirella, 2008) Major brands are shifting from basic SMS marketing to more sophisticated multimedia advertising. (Baltzan & Phillips, 2009, p. 247) ...
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...c. Changing role of the presenter d. Reliance on technology e. Changing meeting design II. Big Data Analytics and Accelerated Event Technology are rapidly rising in importance. Why is this important? During the last economic downturn in 2008, may companies cut non-essential meetings. As the economy strengths and globalization continues to expand, there is a more thoughtful and concerted approach to developing events on two dimensions: 1. Quality of attendee vs. quantity and 2. Valuing the attendee time commitment and attention span. Impact? A significant number of technological tools are now available to planner, presenter and attendee to address the need. Data analytics has become a cornerstone of event marketing and design. Opening Data: Use Amex, outline different types of technology available Conclusions on company...
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...Introduction The business I’m creating is called The Clothes Shack. It will be an up to date and stylish shop which will be based in the centre of Cambridge’s busy shopping centre. The main aim is to sell clothes and accessories which are up to date with the latest fashion to the public in order for me to create a profit. My business will be set up as a partnership, which will include myself and my sister. Initial Funding The opening of the shop will be funded through the savings which we both have which is a total of £23,000 and then the £10,000 we inherited from our Granddad between us. As this would not be enough to cover our costs we will apply for a mortgage loan with our local bank and ask for £237,000 for the buying of the unit, which we plan to repay monthly. Location We will set up the shop in the middle of one of Cambridge’s main shopping centres, the Lion Yard. We have chosen this location as other well known fashion shops such as Topshop and Topman, Newlook and River Island, etc. are also set up here and have similar target markets. However we have to be careful as they will become our new competitors and they are well-known so they have an advantage. With this location it should help to entice the customers into the shop as it’s the location which they are likely to be shopping in as they will in the shops opposite (RiverIsland and Topshop etc). Also the shops unit is on the ground floor instead of the 1st floor. This is an advantage as there are more...
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...Interpersonal and Organizational Communication By: Adela Lopez Communication is the mechanism of sending and receiving a message between sender and receiver. However, communication encompasses much more than the passing of information. For communication to be effective there needs to be a mutual understanding of presented information. Communication is also entrusted upon to instruct, inform, and educate individuals. The communication process can accomplish a lot more than only sharing information, it can build valuable relationships between the sender and the receiver. The communication process can be explained through a communication process model. In the Communication Process Model, information is sent from the sender to the receiver through a communication channel, mostly verbally or electronically. As this is occurring, the information is then encoded into a form that the sender regards the receiver will decode and interpret easily. From there, the message would have been presumed to be confirmed and understood by both the sender and the receiver. To ensure that the message has been encoded and decoded efficiently by both the sender and receiver, clarifying questions are asked by either party. The process of effective communication at a deeper look not only involves the mutual sharing and understanding of information, it includes the non verbal elements of understanding feelings, thoughts, wants, needs, and intensions of those involved in the communication process (Cheeseboro...
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...MANAGEMENT 163 Entrepreneurship and New Product Development Winter 2015 Draft Syllabus January 2015 Instructor: Farhad D. Rostamian, PhD., MBA Office and Office Hours: By arrangement Teaching Assistant: TBD E-mail: fdrostamian@gmail.com Messages: Valerie Myers, (310) 206-3011, vmyers@anderson.ucla.edu Enrollment: Open enrollment. Time: Wednesdays, 4 to 7 PM First Class meets: Wednesday, January 7 Room: Anderson Complex, Cornell Hall, D-307 Course Description New products are the lifeblood of any corporation and the cornerstone of any economy. Without expanding the product portfolio, any modern corporation can quickly succumb to competition and lose significant market share, or even be totally dis-intermediated. This phenomenon has been intensified with the advancements in digital economy. The innovation process has been significantly altered as a result of the impact of digital economy across all industries and markets. While most companies recognize the need for new products, not all such new products that are introduced to the market are successful. And even a smaller percentage can stand the test of time and reach significant market share or achieve resilient popularity. Innovation is one of the key drivers of making new products. We will examine the process of innovation and new product development and discuss the associated paradigms and success factors (through the case and class discussions). This course is designed to help students deepen...
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...Recommendations: Luxury consumers have high expectations when they are shopping in luxury boutiques. Luxury brands have set the bar high and these standards have to be translated to their digital platforms especially as consumers evolve and become more digitally savvy. “Whether browsing via a mobile app, an in-store tablet or simply just on-line, customers expect to receive exactly the same premium experience that looks and feels like their favorite brands”- luxury brands must be consistent in their marketing message and keep the image of the brand strong across all platforms from offline to online media. Chanel for example, has a beautiful website, it is an overall sensory experience as music plays and stunning images convey the brands opulence. However, despite the look of the site, the user experience lacks logical progression. Navigating the site is challenging and soon becomes disappointing when the...
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...Hardware and software ICT system in the head office Hardware -‘There is at least one networked laser printer in each department’ ‘There is also an A3 colour laser printer attached to the marketing manager’s workstation as a local printer’ Software -‘All the standard office software is stored on the server, as is the photo editing software’ ICT system in the warehouse and distribution centre Hardware -‘The warehouse manager, the operation director and the distribution manger each has a workstation on their desk and a net worked laser printer’ Software- ‘The warehouse stock database is stored on the server, along with specialist stock management software and scheduling software used by the distribution manager.’ ‘Standard office software is also stored on the server.’ ICT system in the supermarket Hardware- ‘Each checkout has an EFTPOS terminal with a touch screen, barcode reader, customer display screen, and chip and pin card reader.’ ‘The store manager has a net workstation and a networked and laser printer.’ Software- ‘A router provides broadband access to the internet, including a secure link to the banking system for electronic funds transfer.’ ‘The supermarket’s stock database is stored on the server, along with word processing and spreadsheet software. Input, processing and output Checkout procedures Input- ‘The checkout operator scans the barcode of each item’ Processing- ‘The product code is used to look up the description...
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...LECTURER-STUDENT INTERACTION THROUGH SOCIAL MEDIA Nikola Draskovic, PhD Zagreb School of Economics and Management Jordanovac 110, HR-1000 Zagreb, Croatia ndraskov@zsem.hr Martina Caic, MBA Zagreb School of Economics and Management Ana Kustrak, MA, MBA Zagreb School of Economics and Management Abstract During the last decade, the application of social media in the context of higher education emerged from an informal means of communication to a strategic educational tool. Social media offers the possibility to create and share various content through web related applications. Furthermore, it is a communicational platform and a tool, which could be used for interpersonal communication, information exchange, and discussion over a range of topics. This qualitative study provides limited insight into the usage of social media in formal/informal learning/teaching and for the interaction between a student and a lecturer in the context of Croatian higher education. Through a series of in-depth interviews with both undergraduate students and lecturers, the current practice and behaviour related to the use of social media is investigated. As was expected, various types of social media are generally more popular among students, while among of the lecturers social media is usually considered an informal medium whose role in Croatian higher education has yet to be defined. This study revealed the usage and attitudes towards social media among students to be disproportionate...
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...Principles of Marketing FINAL PROJECT OXO Kitchen Gadgets – Developing marketing strategy on a budget Worth 25% of final grade Assignment Objectives 1. Understand impact of marketing environments on marketing strategy 2. Apply concepts of market targeting and positioning. 3. Describe a company’s marketing mix. 4. Appreciate how businesses can promote products on limited budget 5. Demonstrate effective writing skills. Course Concepts 1. SWOT analysis (Chapter 3) 2. Marketing targeting strategies (Chapter 7) 3. Positioning (Chapter 7) 4. Value proposition (Chapter 7) 5. Levels of product (Chapter 8) 6. Product lifecycle (Chapter 9) 7. Customer perception of price (Chapter 10) 8. Distribution strategies (Chapter 12) 9. Use of social media (preview Chapter 14) Overview You might know OXO for its well-designed, ergonomic kitchen gadgets. But OXO’s expertise at creating hand-held tools that look great and work well has led it to expand into products for bathrooms, garages, offices, babies’ rooms, and even medicine cabinets. In the past, this award-winning manufacturer has managed to move its products into almost every home in the United States by relying on a consistent and in some cases non-traditional marketing strategy. But in a highly competitive and turbulent market, OXO has focused on evaluating and modifying its marketing strategy in order to grow the brand. This video demonstrates how OXO is using strategic planning to ensure that its marketing strategy...
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