Fulfilling the Offer & Serving the Customer Flashcards
1
Q
Fulfillment
A
- Fulfillment - the act of carrying out a customer’s expectatioins
- Delivery of products and information
2
Q
Traditional Fulfillment Standards
A
- Orders should be shipped within 48-72 hours of placement.
- 80-90% of the products should be available in the warehouse.
- Customer refunds should be processed within 72 hours
- 90% of all telephone calls placed to the organization should be received without a holding delay.
- Customers should receive a response to inquires within a week.
3
Q
The Six Steps In The Fulfilment Process
A
- Offer
- Response
- Processing
- Shipping
- Billing
- Customer Service
4
Q
Fulfillment Options
A
- In-house Fulfillment
- Integrated Order Fulfillment
- Outside Fulfillment Centers
- On-line Fulfillment
5
Q
In-House Fulfillment
A
- Company handles warehousing and order-processing functions at its own distribution center
- In-House Warehouse Process
- Integrated Order Fulfillment
6
Q
Intergrated Order Fulfillment
A
Based on the idea that the process of building &delivering products should **not **begin until after an order had been taken.
7
Q
Outside Fulfillment Centers
A
- Direct Marketer outsources thier fulfillment operations to third-party fulfillment center or on-line fulfillment providers.
- Advantages & Disadvantages exist.
8
Q
On-line Fulfillment
A
- E-fulfillment- the integration of people processes, and technology to ensure customer satisfaction before & after the on-line buying experience
- E-commerce organizations have sometimes lacked the needed focus & emphasis on e-fulfillment
9
Q
Delivery Options
A
- Multiple channel distribution options
- UPSS
- First-Class Mail
- Periodicals
- Standard Mail
- Special Mail Services
- Alternative Delivery Systems
10
Q
Common Souces of Fulfillment Problems
A
- Accuracy of the Order
- Package Presentation
- Speed of Delivery
- Stock Availabiliy
- Return Processing
11
Q
Waty To Aviod Fulfillment Problems
A
- Paying Attention to Packging Slips
- Including a Toll-Free Number
- Hire a Well-Trained Customer Service Staff
- Establish Quality Control Measures
12
Q
Call Centers
A
- a call center is a dedicated team supported by various telephone technological resources to provide responses to customer inquires
- Telemarketing activities can be carried out via call centers in a variety of ways
- Within the company (in-house)
- Outdside of the company (calls are made by a teleservice outsourcing firm)
- a combination of both methods
13
Q
- Advantage - the degree of control the company has over the telemarketing operations
- Disadvantage - time and expense of training the telemarketers and large financial burden
- “Call-abandonment” is the number of callers that hang-up before being serviced by a telephone sales representative
A
14
Q
Outside Call Centers
A
- Advantages
- Low intial investment
- Fixed operating costs
- Quick start up
- Time Flexibility
- Disadvantages
- Lack of direct control
- Lack of direct security
- Lack of employee loyalty
- Mass-market approach
15
Q
Customer Satisfaction Defined
A
Customer Satisfaction -the extent to which a firm fulfills a consumer’s needs, desires, and expectations
16
Q
Importance of Customer Service
A
- Customer Service Level - how rapidly & dependably a firm can deliver what the customer want
17
Q
Customer Relationship Managment (CRM)
A
- CRM - a business strategy to select & manage customer to optimize value
- Mainpurpose: to build and maintain better customer relationships
- CRM is “ the big picture”
18
Q
Evalulating Customer Satisfaction
A
- Pretending to be Customers
- File complaints w/ the organization under a fictious name
- Survey
- periodic follow up surveys
- should onlu be a few questions
19
Q
Keeping Customers Happy
A
- Remember: the cutomer is always right
- Don’t promise something you cannot deliver
- Inform customers about how to complain
- Test your own service
- Date and record all customer correspondence
- Investigate competitors’ offerings regularly
- Exercise care in billing and collection
