Today, almost people in the world concentrate on monitoring, discussing, and considering steps of economy, scale of economy, or even developmental speed of it. Everyone wants to make an epoch with faster development of economy but this fluctuation of it may also become a big problem. There are more and more business organizations entering to market nowadays, the business is getting tighter and this hence leads to the increasingly fierce competition among organizations. These organizations have to face more challenge about workforce, management, operation, markets, or even environment. Competitive advantage is also an important factor that an organization needs to consider to survive in this competitive economy. Organizations have to use their information system intelligently about their relationships and workforce, improve their strategic behaviours and also managerial methods. In this situation, Netflix is one of companies that are successful by following rational steps that were proposed before. This assignment uses two theories about “customer relationship management” and “human resource management process” to describe The Netflix case clearer. In this case, “DON’T LEAVE IT TO CHANCE” written by Ian Brooks and “UNEQUAL PAY LEVELS MAY ENTAIL A COSTLY PENALTY” of Rita Zeidner will be applied to discuss more about these theories.
Many organizations now use the principles of customer relationship management to establish and maintain high standards of customer service (Customer relationship management, 2010, p.523). They know how important customer relationship management is and try to improve and raise quality of customer service or customer care. These two factors should be considered as sources of competitive advantage, which describe the ability to do better than one’s competitor. “For without customer care and customer service, there is no customer to manage by Customer relationship management” (Brooks, I.2007). According to “DON’T LEAVE IT TO CHANCE”, Dr Ian Brooks also suggested 4 steps to managing the experience customers get when they do business with an organization. The experience here refers to information and feelings that customers get when they use products or services from an organization. Foremost, the first key thing to do is conducting a survey and utilizing helpful information. Everyone wants to deliver great customer service but most managers cannot say what great service is (Brooks, I.2007). The best solution is to ask for more information. This also means before an organization wants their staffs to do something with customers, manager of it needs to define that “something”, the manager needs to carry out a survey to define customer experience, exactly is what customers want and how they also want to be treated. Collecting information and making a database about their customers to satisfy them with their suitable products or services. Moreover, the organization can improve their products and services by asking its staff to provide customers necessary information about what they are considering based on what it collected from them. The database will also demonstrate where customers live, how old they are, their income, or their feelings about products (Brooks, I.2007). Using this database, the organizations can follow the demand and hobbies to communicate to their customers and broaden the company customer’s base. Besides, organizations can use this collected information to build credibility from their customers, show them the good products or services that they can receive from companies, try to satisfy them, make them really trust the firm by practical activities and give them a strong impression about the company. The second key thing that Ian Brooks suggested in “DON’T LEAVE IT TO CHANCE” is that how to keep customers coming back, by what ways? “Keep it simply” (Brooks, I.2007). It can be easily seen that complexity is not an asset in loyalty programs. Customers now are most likely to do...
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