Bruce Alfred Technology (BAT) has built a successful business selling software packages. Its marketing has long promised to free technical support for all customers, a key point of differentiation from competitors bat. However, the call center technical support is now in crisis. Wait time for customers is too high, resulting in low customer satisfaction and negative press. BAT managers assess fast track proposal, which would create two classes of calls. Fast track is promised calls in one minute wait, but to pay for the services. The standard calls will still be free, but will be given a lower priority, and there is no guarantee the wait time. Considers both the operational impact of this change and strategic considerations are moving away from free technical support. "Hide
by Martin A. Lariviere Source: Kellogg School Management 7 pages. Publication Date: January 1, 2007. Prod. #: KEL272-PDF-ENG
