Issues for Weeks 3 and 4
After evaluating CanGo for the last 4 weeks, we feel there are some issues that stand out that should be considered before moving forward with this new on-line gaming venture. The following are what we consider the issues that CanGo needs to be aware of and recommendations to address each. The angle that the marketing department is taking needs to be fully evaluated. The type(s) of customer CanGo will be taking on should be fully understood. The customer service department should be highly considered. The current inventory management system needs to be rethought. The phone system that is presently in place needs to be updated. The proposed second ASRS system many not be necessary at this point. CanGo’s gaming customer base is the X and the Y Generation also known at the Millennial Generation. These two segments of the buying population “will outnumber Baby Boomers in 2010” ( (Henderson, 2006). They are also referred to at the NextGen, GenY and Echo Boomers. The generation born 1961 to 1981 (several different opinions on the actual date range) is called Generation X (Gen X) and is considered the X Generation are the most over indulged generation so far. They were doted on by their parents due to having extra money in the late 80’s and early 90’s. Along with the divorced parents that double incomes, remarried and sub placing the divorce guilt. Generation Y (Gen Y) dates from 1982 to 2003, again no definitive dates have been set, but widely believed. They are the premier generation to fully grow up with all cell phones and computers in use over land lines and no home computers. They are “experiential and exploratory learners…(and) strongly prefer learning by doing” (Sweeney, 2006). According to Sweeney, “they almost never read the directions; love to learn…multiplayer gaming, computer simulations, and social networks (that) provide little penalty for trial and error learning”. As little as four years ago, this generation was being noted for its extensive use of gaming and how it has had “a very significant impact upon their expectations for learning…(because it) offers thrills, competition, engagement and a rich array of emotional stimuli that also enhance learning”, by having already spent thousands of hours playing electronic, computer and video games. (Sweeney, 2006). CanGo’s marketing team will need to educate the executive team all the way through management and each employee, so they will better understand their customer base and how important it is to have the proper procedures in place to accommodate their needs. This generation will tell you if you are getting it wrong and they will take their business somewhere else. One of the best ways for any company to achieve success is through considering their customer’s needs and making improvements on service quality. There are several ways that this can be accomplished. A company can best serve its customers by understanding the type of issues the customers have before they have them. By obtaining some baseline data and implementing changes with that information, they will decrease the number of calls and returns. When they are provided with a complaint from a customer, they should retain that information so that they can decrease the number of issues even further. They should also look at ways to bridge the gap between happy, loyal customers and angry, transient customers such as with surveys. The first is through customer satisfaction surveys which helps get to the heart of critical relationships in ways that help companies move their business forward. The satisfaction, loyalty, and reference-ability of their customers directly affect growth and profitability. The next is a customer service survey which can provide management with valuable input on both short-term and long-term decision-making, offering critical operational and strategic advantages over the competition. These are flexible enough that they can be conducted...
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