Susan Munro Case Evaluation

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Assignment # 01:”Susan Munro ,service consumer”|
Case study|
A brief report on solving a case study full of services and identifying the need of solving it. Selecting the right service and analyzing the importance of doing so.| |
Submitted by :Farah Zaidi|

“The essence of good customer service is forming a relationship with customer- a relationship that individual customer feels that he would like to pursue.”


1| Executive summary| 3|
2| Introduction | 4|
3| Circumstantial | 4|
4| Problem identification| 5|
5| Establishing decision criteria| 5|
6| Alternative solution| 5|
7| Scrutinize alternatives| 6|
8| Selecting an alternative| 7|
910| ImplementationDecision evaluation| 7 7| 11| Bibliography| 8|

This case identifies the problem of a business student Susan Munro who deals with variety of services daily. Considering dry cleaners issue her main problem i.e. the unfriendly attitude of worker and not finishing the order on time .This report holds several alternative solutions that can solve her problem. According to me the best possible solution for her is switching towards a new dry cleaner and experiences their quality of work. In the end if she is not satisfied she has always an option of going back to the old dry cleaning store as they are more convenient. Choosing new dry cleaner holds more weightage because of the fact that they are new in town to attain loyal customer they will invest on good customer care services, modernized technologies, and offering discount coupons. The only issues that could occur are bad customer service; quality is not good or high prices. Susan should now do some research on this new dry cleaner or experience it first hand by going straight there. She can evaluate their quality of service completely after picking up her clothes. If dissatisfied, she always has the option of going back to her old cleaners.

The consumer pays you something, and you promise to provide a product or a service. There are pledges of quality and quickness. Customer service involves living up to your word on these matters, but it really gets to shine when something goes wrong. Suppose you have been on the receiving end of lousy customer service a time or two. You've come to a company with questions only to be told by some sterile voice to press this or click that until you arrive full circle to your starting place with no help at all. Or, worse, you've reached some bored CSR (Customer Service Representative) who calls you by name but delivers only the infamous phrase, "I am sorry, but there is nothing I can do.” This case holds the perfect situation to deal with.

Susan Munro is a final year business student who uses an array of service, according to the marketing concept these services are categorized as follows

* Bus service
* Hair dresser
* Eye exam reminder

* Mail
* Food stand for bagel
* Sandwich from sandwich shop
* Burger king
* Have-a-java
* Dry cleaning store
* Placing order for pizza

* ATM service
* Cell phone
* Insurance service
* School lecture
* New dry cleaner ad
* Watched Spanish business video
* Cooking dinner

The interaction with services in Susan’s daily life is quite noticeable. But the qualities of customer services which she was experiencing were not up to mark. In her busy life she can’t afford to have such issue that wastes her time. According to me the problem that caught my attention is discussed in the report.

As a business student Susan would like to pursue a successful...
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