Accellion provides secure file sharing and collaboration software. It guarantees a response within 2 hours for any service issues and 48 hours notice for planned maintenance. This unconditional guarantee is meant to communicate the company's commitment to service excellence.
While the guarantee's clear language makes Accellion's standards easy to understand, it risks overpromising on 100% availability. To fully achieve a culture of service excellence, Accellion must ensure clear communication, alignment across teams, accountability, and continuous improvement based on customer feedback.
There is potential for customers to take advantage of the generous guarantee by falsely reporting issues. Accellion should minimize this risk by clarifying contractual obligations, providing excellent ongoing service to build loyalty, and addressing
The Chicken Coop Case Analysis Problem Statement Daryl Buckmeister, CEO of The Chicken Coop, must decide whether to invest in market research or any other.
The Chicken Coop Case Analysis Problem Statement Daryl Buckmeister, CEO of The Chicken Coop, must decide whether to invest in market research or any other.
Clique Pens - Case Study Solution by Kamal Allazov (Essay type)Kamal Allazov (MSc.)
Clique Pens Case Study by Harward Mba Center. This paper introduces possible solutions and recommendations by MSc. Marketing student - Allazov Kamal. (https://allazov.org/)
emerging nokia - should they focus on developed or emerging marketsSaurabh Arora
Should Nokia’s growth strategy be to focus on the developed markets, emerging markets or both?
Case Analysis
Handset manufacturer worldwide market share of 38% in 2009
Market leader in emerging markets like India(60%) and China(40%)
Financial performance pre-2008 was exceptional
Known for innovation
Offers products at all price points
Post-2008 started losing ground in developed markets
European market revenue declined by 15% in 2009
Exited the Japanese market after 20 years of operations
Nokia was fifth most valuable brand globally in 2000
Analysis of Emerging Market
Employed the cost leadership strategy: Purchasing power low in emerging markets hence Nokia provided cost effective products successfully.
First time purchasers: Only 20% of the emerging market were not first time purchasers
Services as the key selling point: People of emerging markets wanted value added services bundled with the phone
Analysis of Developed markets
Consumers not very price sensitive
Delivering innovative products more important
57% of the market goes for a second phone, most of the time for an upgrade
Emergence of i-phone, considered as replacement for normal handsets with users looking for upgradation
Growing competition from companies like Samsung, LG, Motorola and Sony Ericson was also making things worse for Nokia.
New Operating System – e.g. – Emergence of OSs like Google’s Android and Microsoft’s Windows mobile further bothered Nokia.
Inability to understand demand – Nokia failed to understand growing demand for touch phones
Why focus on Emerging Markets?
As Nokia has already gained the following benefits by being the first mover, it should strive hard to maintain it’s market share in developing economies. Advantages it has –
Earlier entry, early start of the learning curve. Its crucial and experience is tough to imitate.
Nokia can develop enhanced reputation by being pioneer and using its already established brand image
Absolute cost advantage can be gained by early commitments to supplies of materials and distribution channels….
Recommendations- Emerging Market
Nokia should concentrate on Improved as well as Basic phones as the market is still evolving
Tie up with Telecom players and bring dual sim phones to increase the switching cost
It should follow innovations in developed countries and adapt them to emerging markets in order to stand against competition.
One general strategy should be to outsource the services part as it is not Nokia’s competency and customers are giving more regard to services (Exhibit 6)
Instead of charging customers for Life tools, revenues should be earned from advertisers.
A marketing Case Study of Natureview Farm, an organic yogurt manufacturer. This analysis was performed by E. Santhosh Kumar, IIT Madras, during an internship with Prof. Sameer Mathur, IIM Lucknow.
The carbonated soft drink (CSD's) industry was dominated by Coca Cola and Pepsi vying for market share. The CSD organizations gained market share in the U.S. and in global markets extending their brands’ recognition and capturing sales from new markets. The shift in consumer beverage preference and the expansion into global markets proved to uncover new opportunities for growth and profitability. In addition the changes in the organizational structure of business for these companies have allowed them to sustain growth beyond CSD’s.
Cisco ERP Implementation and related results about Systems Integration.
Project Members:
Rohan Kumbhar, Chris Moss, Dhanesh Gandhi, John Hicks and Gouthami Gurram
The Payer of the Future: Modernizing Health Insurance with API-led ConnectivityMuleSoft
Legislative and technological disruption to the healthcare industry has driven payers to rethink how they engage with patients, providers, and partners. In the wake of these market changes, forward-thinking health plans have thrived amidst change by leveraging connectivity to develop solutions to marketplace challenges. Join us for a discussion with Healthfirst, Deloitte, and Salesforce to learn how health insurers are leveraging API-led connectivity in tackling common payer IT challenges, including:
-Integrating new applications like Salesforce to streamline and improve member interactions
-Supporting member engagement and app development
-Modernizing internal systems to improve ability to execute on IT projects
Effectively engaging your employees can dramatically improve morale and increase workforce productivity, resulting in profit growth up to three times faster. But how do you effectively engage them in a cost-effective, timely manner that aligns to your organization and doesn’t add burden? Join experts from SAP Education and ANCILE Solutions Inc. to hear about the latest trends in employee engagement and how you can devise a successful strategy to keep your workforce always informed, aligned, engaged and productive.
You’ll also learn about a new cloud-based, mobile corporate communication solution that enables you to rapidly communicate key information and confirm receipt and comprehension. You’ll see how SAP Education uses this new solution and how it can help you:
Streamline communications with real-time information and accountability.
Engage employees in campaigns and “drip” messages to them to enable their work.
Analyze workforce compliance with objective data to assess receipt and grasp of messages.
Clique Pens - Case Study Solution by Kamal Allazov (Essay type)Kamal Allazov (MSc.)
Clique Pens Case Study by Harward Mba Center. This paper introduces possible solutions and recommendations by MSc. Marketing student - Allazov Kamal. (https://allazov.org/)
emerging nokia - should they focus on developed or emerging marketsSaurabh Arora
Should Nokia’s growth strategy be to focus on the developed markets, emerging markets or both?
Case Analysis
Handset manufacturer worldwide market share of 38% in 2009
Market leader in emerging markets like India(60%) and China(40%)
Financial performance pre-2008 was exceptional
Known for innovation
Offers products at all price points
Post-2008 started losing ground in developed markets
European market revenue declined by 15% in 2009
Exited the Japanese market after 20 years of operations
Nokia was fifth most valuable brand globally in 2000
Analysis of Emerging Market
Employed the cost leadership strategy: Purchasing power low in emerging markets hence Nokia provided cost effective products successfully.
First time purchasers: Only 20% of the emerging market were not first time purchasers
Services as the key selling point: People of emerging markets wanted value added services bundled with the phone
Analysis of Developed markets
Consumers not very price sensitive
Delivering innovative products more important
57% of the market goes for a second phone, most of the time for an upgrade
Emergence of i-phone, considered as replacement for normal handsets with users looking for upgradation
Growing competition from companies like Samsung, LG, Motorola and Sony Ericson was also making things worse for Nokia.
New Operating System – e.g. – Emergence of OSs like Google’s Android and Microsoft’s Windows mobile further bothered Nokia.
Inability to understand demand – Nokia failed to understand growing demand for touch phones
Why focus on Emerging Markets?
As Nokia has already gained the following benefits by being the first mover, it should strive hard to maintain it’s market share in developing economies. Advantages it has –
Earlier entry, early start of the learning curve. Its crucial and experience is tough to imitate.
Nokia can develop enhanced reputation by being pioneer and using its already established brand image
Absolute cost advantage can be gained by early commitments to supplies of materials and distribution channels….
Recommendations- Emerging Market
Nokia should concentrate on Improved as well as Basic phones as the market is still evolving
Tie up with Telecom players and bring dual sim phones to increase the switching cost
It should follow innovations in developed countries and adapt them to emerging markets in order to stand against competition.
One general strategy should be to outsource the services part as it is not Nokia’s competency and customers are giving more regard to services (Exhibit 6)
Instead of charging customers for Life tools, revenues should be earned from advertisers.
A marketing Case Study of Natureview Farm, an organic yogurt manufacturer. This analysis was performed by E. Santhosh Kumar, IIT Madras, during an internship with Prof. Sameer Mathur, IIM Lucknow.
The carbonated soft drink (CSD's) industry was dominated by Coca Cola and Pepsi vying for market share. The CSD organizations gained market share in the U.S. and in global markets extending their brands’ recognition and capturing sales from new markets. The shift in consumer beverage preference and the expansion into global markets proved to uncover new opportunities for growth and profitability. In addition the changes in the organizational structure of business for these companies have allowed them to sustain growth beyond CSD’s.
Cisco ERP Implementation and related results about Systems Integration.
Project Members:
Rohan Kumbhar, Chris Moss, Dhanesh Gandhi, John Hicks and Gouthami Gurram
The Payer of the Future: Modernizing Health Insurance with API-led ConnectivityMuleSoft
Legislative and technological disruption to the healthcare industry has driven payers to rethink how they engage with patients, providers, and partners. In the wake of these market changes, forward-thinking health plans have thrived amidst change by leveraging connectivity to develop solutions to marketplace challenges. Join us for a discussion with Healthfirst, Deloitte, and Salesforce to learn how health insurers are leveraging API-led connectivity in tackling common payer IT challenges, including:
-Integrating new applications like Salesforce to streamline and improve member interactions
-Supporting member engagement and app development
-Modernizing internal systems to improve ability to execute on IT projects
Effectively engaging your employees can dramatically improve morale and increase workforce productivity, resulting in profit growth up to three times faster. But how do you effectively engage them in a cost-effective, timely manner that aligns to your organization and doesn’t add burden? Join experts from SAP Education and ANCILE Solutions Inc. to hear about the latest trends in employee engagement and how you can devise a successful strategy to keep your workforce always informed, aligned, engaged and productive.
You’ll also learn about a new cloud-based, mobile corporate communication solution that enables you to rapidly communicate key information and confirm receipt and comprehension. You’ll see how SAP Education uses this new solution and how it can help you:
Streamline communications with real-time information and accountability.
Engage employees in campaigns and “drip” messages to them to enable their work.
Analyze workforce compliance with objective data to assess receipt and grasp of messages.
Services Marketing - Service Encounter Failure & RecoveryHimansu S Mahapatra
Services Marketing
CHAPTER – 5
Service Encounters, Service Failure and Recovery
Service Recovery Strategies
Most companies have to learn the importance of excellent service recovery for disappointed customers and practice them.
This in reality is a combination of several different strategies that need to work together, as given below in the presentation
Presented with Jesse Hausler at CSUN 2015.
Summary: The Agile software development methodology presents unique challenges for creating accessible products. Learn how to build a successful, sustainable, and scalable agile accessibility process.
SigmaIT Softwares is one of the best software development company in lucknow, we provide 360 degree software solutions in lucknow or india. SigmaIT Software announced our , india because we are dedicated to give you top class software service in lucknow, india. SIGMAIT SOFTWARE Is An ISO 9001:2015 Certified Software Development Company In Lucknow That Works In A Flexible Environment For Best Software Development Service In Lucknow Process, Adjusting As Per Our Customer's Requirements. Quality Work Is A Prerequisite For Every Task We Undertake At Sigma Software As We Consider That "Every Day Counts". And Why Not; We Know That Good Jobs Always Bring New Clients.
Regardless of your company's chosen development methodology, challenges exist for creating accessible products. Learn how to build a successful, sustainable, and scalable accessibility process.
[To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
Digital Customer Service is customer service that is provided through digital channels, like website support, live chat, email, social media and messaging apps.
As much as technology has improved our lives, for many people customer service experiences remain unnecessarily frustrating. By adding new digital silos, many companies have created disjointed islands of context, knowledge bases and automation. However, if digital self-serve and human support are fully integrated and aligned to customer needs and expectations, digital customer service can bring significant benefits such as increased revenue, reduced cost to serve, and higher customer satisfaction.
This presentation defines what digital customer service is and the importance of creating a smooth and seamless omnichannel support for a compelling customer experience. It explains the eight most commonly used digital channels and the mistakes to avoid. Finally, it covers the key techniques and skills for the delivery of excellent customer service and the best practices to manage an omnichannel support system.
LEARNING OBJECTIVES
1. Acquire knowledge and the key concepts of Digital Customer Service
2. Describe the approach, practices and skills for delivering efficient and effective Digital Customer Service
3. Highlight the pitfalls to avoid and success factors for Digital Customer Service
CONTENTS
1. Introduction and Key Concepts of Digital Customer Service
2. Approaches and Practices of Digital Customer Service
3. Techniques and Skills for Human Supported Digital Customer Service
4. Pitfalls to Avoid and Factors for Success
To download the complete presentation, visit: https://www.oeconsulting.com.sg/training-presentations
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
Search Engine Marketing - Competitor and Keyword researchETMARK ACADEMY
Over 2 Trillion searches are made per day in Google search, which means there are more than 2 Trillion visits happening across the websites of the world wide web.
People search various questions, phrases or words. But some words and phrases are searched
more often than others.
For example, the words, ‘running shoes’ are searched more often than ‘best road running
shoes for men’
These words or phrases which people use to search on Google are called Keywords.
Some keywords are searched more often than others. Number of times a keyword is searched
for in a month is called keyword volume.
Some keywords have more relevant results than others. For the phrase “running shoes” we
get more than 80M relevant results, whereas for “best road running shoes for men” we get
only 8.
The former keyword ‘running shoes’ has way more competition from popular websites to
new and small blogs, whereas the latter keyword doesn’t have that much competition. This
search competition for a keyword is called search difficulty of a keyword or keyword
difficulty.
In other words, if the keyword difficulty is ‘low’ or ‘easy’, there won’t be any competition
and if you target such keywords on your site, you can easily rank on the front page of Google.
Some keywords are searched for, just to know or to learn some information about something,
that’s their search intention. For example, “What shoe size should I choose?” or “How to pick
the right shoe size?”
These keywords which are searched just to know about stuff are called informational
keywords. Typically people who are searching this type of keywords are top of a Conversion
funnel.
Conversion funnel is the journey that search visitors go through on their way to an email
subscription or a premium subscription to the services you offer or a purchase of products
you sell or recommend using your referral link.
For some buyers, research is the most important part when they have to buy a product.
Depending on that, their journey either widens or narrows down. These types of buyers are
Researchers and they spend more time with informational keywords.
Conversion is the action you want from your search visitors. Number of conversions that you
get for every 100 search visitors is called Conversion rate.
People who are at different stages of a conversion funnel use different types of keywords.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
Unleash the power of UK SEO with Brand Highlighters! Our guide delves into the unique search landscape of Britain, equipping you with targeted strategies to dominate UK search engine results. Discover local SEO tactics, keyword magic for UK audiences, and mobile optimization secrets. Get your website seen by the right people and propel your brand to the top of UK searches.
To learn more: https://brandhighlighters.co.uk/blog/top-seo-agencies-uk/
2. About the Company
• Founded in 1999, Accellion is a privately held company headquartered in Palo Alto, California with
offices in North America, Asia and Europe.
• Accellion is an award winning private company that provides secure file sharing and
collaboration in the private cloud. Recognized as a leader by industry analysts, Accellion offers
enterprises and government agencies the scalability, flexibility, control and security to enable a
global workforce with the tools they need to securely access, edit, share, and manage
information, wherever work takes them.
• More than 15 million business users and 2,500 of the world’s leading enterprises and
government agencies trust this enterprise solutions to securely connect people to enterprise
information from any device.
• Value Proposition’s to the clients
– Allows them to serve their users faster.
– Increases Operational efficiencies.
– Minimize cost.
– Customer’s could improve the access time for downloading and uploading files by more
than 200%
2
4. 4
Objectives
understand the impacts of a well
designed service guarantee
Evaluate the degree of culture creation
for service excellence within the
company
Suggesting ways to minimize potential
cheating on its guarantee
To evaluate the effectiveness of
Accellion service guarantee in
communicating service excellence to
current & potential customers
5. Outstanding features
How was it Done?
– Outstanding Infrastructure
– Locating an intelligent storage and file management system at the “Edges of Internet”.
– The typical time consuming routing through many servers and hubs could be avoided
using Accellion Infrastructure.
Tapping the opportunity:
– The need for an internet to deliver high bandwidth content to end user has never been
greater.
– There was a trend towards multimedia and personalized web content, all of which
could not be delivered efficiently by existing infrastructure, which was a busy route
traffic:
– Accellion tapped this opportunity , by developing and launching a new service
distributed file storage, management and delivery.
Catering to tapped opportunities:
– Accellion provided an application platform that resided on independent servers, which
were directly connected to the user’s ISPs.
– This avoided the congested servers of the internet.
– Allowed Accellion to distribute specialized content and applications more efficiently.
5
6. Question 1 :
What is the Marketing impact of a well-designed
Service guarantee ?
6
7. Service Guarantee
A service guarantee is a marketing tool service used by the firms to
– Reduce consumer risk perceptions, signal quality, differentiate a service
offering,
– Find opportunities to rectify a situation
– Set standards to cater to the expectations of consumers from the service
provided
Details of Service Guarantee
– Performance Guarantee
– Availability Guarantee
– Customer Service Guarantee
– Security and Privacy Policy
7
8. Marketing Impacts
8
Positive Marketing Impacts Negative Marketing Impacts
Company: Company:
• Focus on consumer expectations
• Set clear performance standards foremployees • High Cost- Training, Research, Maintenance
• Increase service quality and serviceperception • Over promising problems
• Increase reputation • Bad impression in case of any securityglitch
• Attract new customers and increase marketshare • Bad impression in case of equipment breakdown orpower
• Identify, understand, and eliminate and/or reduce potentialfail system failure
points in the service operation. • Negative impact in case of inexperienced or rudeemployees
• Actively seek customer feedback in order to identify failpoints
and/or improve service performance
Employees Employees:
• Increased workload
• Clear and defined guidelines foremployees • Increased training costs
• Increased pressure
Customers Customers:
• Reduces the risk consumers perceive when deciding onthe
purchase of a service. • High price
• Commitment to service quality • Deterioration in operations decreases brand loyalty ofits
• Improvement in operations increases brand loyalty ofits customers
customers • Deterioration in operations decreases positiveword-of-
mouth
• Improvement in operations increases positive word-of-mouth by
its
by its customers.
customers.
9. Question 2 :
Evaluate the design of Accellion’s guarantee.
How effective will it be in communicating service
excellence to potential and current customers?
Would you recommend any changes to its design or
implementation?
9
10. Design of Accellion’s guarantee
10
Characteristics Accellion’s Guarantee
Unconditional • Clear contact providing 100% service guarantee to itscustomers
• 24-hours support center
• Does not impose any condition for serviceguarantee
Meaningful • Response within 2 hours of receiving a complaint
• 48 hours of advance notification before service disruption due toroutine maintenance
Easy to Understand • Wordings used are not confusing ormisleading
• Language is comprehensible
• Language made easy for both the employees as well as thecustomers
Easy to Invoke • No questions asked , “customer’s discretion”guarantee
• Commitment encourages Accellion to provide excellent service, failingwhich
the company would have to bear high risks to compensatecustomers
11. How effective will it be in communicating
service excellence to potential and current
customers?
11
Listening Gap
• Sufficient market
research has been
done but there is
constant scope of
improvement
• Adequate Service
recovery provided
in case of service
failure but
customer’s
dynamic
expectations could
be challenging
Service Design and
Standard Gap
• Good Service
Design :
• Efficient
• Reliable
• Privacy
Service
Performance Gap
• Employee clearly
understand their
role
• No intermediaries,
direct deliveries
Communication
Gap
• Over-promising
• 100% availability
• Risk free
Service Excellence
Potential
Customers :
More willing to
use the service
• Attracted
• Reduced
perceived risks
• Current Customers
• Satisfied
customers would
increase brand
loyalty
12. Recommendations : design or implementation
Design Recommendations:
– Increase policy transparency by generating regular reports
– Should be careful while using words
– Add disclaimers wherever needed
– Should make use of competitive advantage
Implementation Recommendations:
– Employee more staff & ensure efficiency from the employees
– Regular training of employees to keep them up-to-date and motivated
– Continuous improvements by keeping track of customer expectations through
surveys and feedbacks.
12
13. Question 3 :
Will the guarantee be successful in creating a culture for
service excellence within Accellion?
What else may be needed for achieving such a culture?
13
14. Culture creation for service
excellence
14
Principles of Service
Excellence
• Vision & Mission Statement
• Business Objectives
• Service Standards
• Intervention & Learning Strategy
• Organizational Alignment
• Measurement & Leadership Accountability
Attributes of Service
Guarantee providing
Service Excellence
• Performance Guarantee
• Availability Guarantee
• Customer Service Guarantee
• Security and Privacy Policy
Potential
Challenges
• Communication
• Misalignment
• Teamwork/Engagement
• Conflicting Priorities
• System/Processes
• Service Recovery/ Problem Resolution
• Accountability
15. Question 4:
Do you think customers might take advantage of this
guarantee and ‘stage’ service failures to invoke the
guarantee?
If yes, how could Accellion minimize potential cheating on
its guarantee?
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16. Potential cheating on service
guarantee
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Drivers for
Cheating
Details Triggers Steps to minimize the
Potential Cheating
Potential Material • There is no strong relationship between • Unethical situational • Difficult to address if
Gain amount of compensation and cheating Variables customers are unethical
• External pressure
• Dissatisfaction
• Machiavellianism
Toget long term
relationship
• Toget high involvement in service
• Switching cost is higher and time consuming
• Toachieve priority
• Triggered due to
Personality variables
• Tobecome the locus of
control
• Introduce customer
loyalty program
Level of Cheating increases when the customer is • Triggered due to inhibitory • Provide seamless and high
Satisfaction • Unhappy situational variables quality service to the
• Perceives unfair treatment • Attitudes customers
• Dissatisfied with the service
Ease of invoking a
Guarantee
• Presence of opportunities to commit
an unethical behavior can be seen as
a motivator for cheating
• Triggered due to inhibitory
situational and
personality variables
•
•
Conditions should be
explained in detail
Breach of contract
should be specified
17. THANK YOU & GOOD LUCK
■ Presentation by Ehab
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