Dell Computers Field Service For Corporate Clients Harvard Case Solution & Analysis

CUSTOMER RELATIONSHIPS IN MARKETING SERVICE INDUSTRY

Healthy and strong relations with customers are necessary for the successful operation of any business. Customer relation heavily affects the performance and the image of the company. Initiation of the business is the core result of being able to cater to the customers. Customers’ needs and behavior are ever transforming and companies in any industry have to keep up with these needs. Higher and efficient customer relations allow the organizations in molding themselves with the changing needs of the customers. Customers are the main driving force for the operations of the company. Employees of the company are able to take their paychecks every month due to loyal customers, thus it is a major concern for companies to make sure that the customers of the company are at the top of their primacy list.

Customer service and customer relations are two different concepts often misunderstood by people as the same. However, good customer services are a prerequisite to good customer relations. If the customer services of the company are efficiently fulfilling the needs of the customers and meeting their expectations, these actions will result in satisfying the customers and communicating the value to them in against of their paid prices. Loyal customers are fruitful for the growth of any company as they are emotionally embedded with the core beliefs and vision of the company.

STEPS FOR BUILDING CUSTOMER RELATIONS

1. 1.      Value Customers and just not treat them as a business deal
2. 2.      Focus on the needs of the customers and what are they expecting from the offerings.
3. 3.      Treat every customer as a special element for the company.
4. 4.      Develop a higher level of customer engagement for gaining higher information and feedback.

Providing strong customer service is a combination of patience and understanding between the organization and the clients of the company. Strong and healthy customer relations are not only beneficial for the company but are also advantageous for the clients of the company. Satisfied and happy customers present a good image of the company in the market. With satisfied customers and clients comes a free recommendation (word of mouth).These recommendations actas a free marketing means for the company, which results in increasing the customer portfolio of the company.

SUMMARY:

Sreeja Kapoor, the chief technology officer of one the largest corporate customer of Dell Computer is efficiently providing its company with Dell Computers. The company and Dell Computers have a strong relation as the corporate client of computer supplying company is happy with rendered services by the company.

As the requirements of the corporate client are increasing,SreejaKapoor is concerned about the offerings of the company on a larger scale and whetherDell would be able to keep up with the increased requirements of services in its new larger products. Most of Dell’s competitors are offering on-site services within the timespan of few hours with a larger server; these efficient services are comforting for the company of Sreeja as the systems are acting as the backbone of the company’s operations. The mainconcern for Sreeja is low inventory and lean production of Dell. Corporate clients’ technical officer is not sure if the company will be able to expand its resources to provide the same level of services as its competitors are providing as it enters the markets for larger systems with the same level of service offerings after the purchase are made.

ANALYSIS:

PORTER’S FIVE FORCES:

Competitive Rivalry:

The rivalry in the industry is huge. The industry for providing services and products related computer systems has huge potentials as it is a basic need in the corporate offices and even in households. These opportunities are an attraction for the competitors to innovate new strategies for capturing a higher percentage of market shares.Dell Computers Field Service For Corporate Clients Case Solution

The knowledge of the customers is high as compared to the precious times. The customers are much more educated and have a higher level of information regarding the product and service offering of the companies. The customers are able to identify the difference between the quality and services differences amongst the companies offering the same set of offerings.

Threat of New Entry:

The initiation costs in the computer based industry are high and require an abundant resource allocation. High startup costs lead to creating barriers to entry for new entrants. The operations require a higher level of specialization process, which is required to enhance the knowledge of the clients and customer of the company...................................

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