2. Case Brief
• 1959 Xerox introduced
• 1960 Sold all its produce
• But in 1970s Its ROA was as low as 20%
Because of
• Growing market
• Competition
• No Focus of customers
3. No Focus of customers
A research has found that customers quietly
leave without any complain.
TARP research has found a 1 to 26 ratio for
Every customer who quit without complain.
So it is very important to ask the customer what
they want and get their feedback on various
issues they are facing.
4. How Xerox listens to its customers
• Relationship Surveys
• Transactional Surveys
• Social media
• Real-time alerts.
• Xerox Corporate Focus Executive
Program’’ to build relationships with its
top 100 customers
5. How Xerox listens to its customers
• “Customer Care Officer of the Day” to listen
to the customers and solve their problems.
• “Xerox Focus Forward”. These events are
aimed to connecting company with current and
future customers and explore opportunities.
• Lean Six Sigma techniques to
addresses customers’ requirement