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Essay / Research Paper Abstract
This 5 page paper uses a case study submitted by a student to evaluate the importance of customer service. Several questions are answered in respect to Quest and their CRM model is revealed. Customer service is discussed in general terms as well. Bibliography lists 1 source.
Page Count:
5 pages (~225 words per page)
File: RT13_SA342CRM.rtf
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Unformatted sample text from the term paper:
to wait for a train or bus in the twenty first century. One might complain about their computers crashing when they enter certain company web sites, or the fact
that the "computer guy" at the cable company is a novice. There are many customer service issues that are quite troubling and frustrating, and so, while some attention to customer
service has been lost in recent years, it is something that is quite important today in gaining market share. Treacy & Wiersema (1997) contend that customer service is very important
in todays competitive environment. In evaluating the importance of customer service in respect to customer retention and in building the customer base, a case study will be used. According
to a case study submitted by a student, Quest Foods went to a Customer Relationship Management (CRM) model to "gain a suitable competitive advantage." In other words, in order to
compete with other similar firms, Quest felt that it had to keep up with the times and offer online interactivity, something that is much more substantial than a web site
with general information. The reason why this is so significant is because many savvy consumers today want to be able to access information and make changes to accounts or orders
on a 24-7 basis. This means that access to a web site where work can actually be accomplished at any time is a decided advantage for any firm. In
revealing the changes that Quest has made, several questions loom in relation to results. What has Quest really accomplished? In deciding whether or not Quest has done more in terms
of product leadership, operational excellence, or customer intimacy, it is a difficult choice. The primary goals of CRM is perhaps for customer intimacy, but clearly, operational excellence is
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