Marketing Case: Office depot
The case that we are going to talk about today is about how office depot manages customer care & services. In the article we had to read they took an example of a couple, Steve and Dana. Dana experienced a dreadful delivery and therefore Steve, a marketing professor who heard the story from Dana and had just done a presentation about how important customer service is, decided to phone office depots customer service to see how they would handle his complaint. Steve had to go to the website to get the number, when he phoned the toll-free number he was put on hold for 10 minutes. Then when he finally got hold of someone he had an inadequate lady who did not handle these kinds of situations, therefore he got a different toll-free number, had to wait again and then just when he was about to give up the right person answered ‘hello, thank you for calling office depot, how may I help you?’ He told the lady about the lazy deliveryman who could not drive up the steep hill with his truck, who did not get out of the truck when Dana came down to collect the by Steve purchased items. That the driver got stuck in the driveway and that he did not speak proper English. The only thing that Iris, a customer service representative, could ask was: He stayed in the truck? As shocked as Steve was by this remark, he decided to give some advice about improving customer care & service. Like actually following up on some useful feedback so that in the future it will not happen again. Iris replied with: Thank you for calling.
Q1. How does Office Depot create value for its customers?
A1. Office depot creates value by having an online web-shop in witch consumers can purchase items after office hours. Office depot also has a customer care centre where if necessary you can ask the status on your order or if you have a complaint. Another valuable thing is their low prices. Q2. Are Steve and Dana ‘right’ customers for Office Depot? A2. We...
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