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Essay / Research Paper Abstract
This 7-page paper examines the impact of technology on customers (in this case, customer service) by examining the case of Volvo Cars Belgium. Bibliography lists 2 sources.
Page Count:
7 pages (~225 words per page)
File: D0_MTtechcuvo.rtf
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Unformatted sample text from the term paper:
of technology, likely or not through a customer-relationship management program, or CRM, to try to improve customer satisfaction which, in turn, leads to more sales and a stronger bottom line.
However, there is more to a CRM - or implementation of any customer-related technology, for that matter - than simply deciding
that one day it would be a good idea to implement it. Such thinking, Lager says, is the reason why so many CRM implementations end up in failure (2006). The
main problem, he points out, is that the end-user, namely the employees, are still working with spreadsheets and the old way, rather than adopting the new methods (Lager, 2006). Sales
people, especially, are notorious for not wanting to try new methods of selling, especially if the old methods are working just fine (Briody, 2007).
Then there is the scenario in which the CRM needs to be introduced to the actual customers who buy the product. The problem here is that, if not
planned property, customer-relationship technology could backfire, leading to hours of frustration on the employee end of things. If employees are frustrated, then its certain that the frustration will carry over
to paying customers. If paying customers are put off by an employees attitude (due to his/her frustration), its a sure bet the customer wont want to return to a particular
store. How, then, does a company work with technology to help better customer service? Is there value in this technology? These
are the questions well attempt to answer as we study a case study about Volvo Cars Belgium and its introduction into the world of customer relationship management. Case Study
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