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Knowledge Management Group: BUSN501

A guide for the Knowledge Management Group

BUSN 501 Case Study

INSTRUCTIONS

Please read the following case study and then review the questions on the right (second column) and select your answers on the far right (third column)

The Importance of Customer Service

With an excellent reputation in the food industry, At the Beach is a high-end brewery that has built a reputation for providing nationally recognized craft beer.  At the Beach also supplies quality food by bringing in local food trucks to provide their customers with great food while enjoying their craft beers.  Top notch customer service is the last component which keeps their loyal customer base.

At the Beach’s clients include men and women from all different demographics who are over 21 years of age.  It’ mission statement is: “At the Beach is dedicated to providing our customer’s with world class craft drinks in an atmosphere that makes them feel as though they are “at the beach.”

If a company desires to be a leader in their industry, they must go above and beyond the minimum customer expectations.  The company must somehow differentiate themselves from the competition.  At the Beach would not be able to maintain it market leadership if they had poor customer service.  In this industry, it is easy for customers to switch to a competitor.

The focus of this scenario is to demonstrate how a company can stay ahead of the competitor by providing excellent customer service. 

Organizational Structure

Three friends moved to Florida after retiring and opened their dream company, “At the Beach”.  At the Beach started as an LLC with all three men being equal owners in the business.  The team hired a manager to oversee the operations of the brewery.

CFO – Beth was hired to manage all financial aspects of the business.

Front-End Manager – Zach was hired to manage all aspects of the front-end of the business.  The front-end includes managing the tasting room, food trucks, and direct customer service.

Brewery Manager – Ken is responsible for all aspects of the manufacturing of the craft drinks including ordering ingredients, inventory control, supplies, the hiring of personnel, shipping and receiving. 

Quality Manager – Chase is responsible for all aspects of instilling quality into the process to produce the highest quality drinks for the customers.  The quality manager reports directly to the owners to ensure they can stop production or shipments to maintain the quality required and expected for the customer.

Customer Service

Businesses exist because of their customers.  For the purpose of this exercise, customer service will include those interactions with the customer from the first point of contact through the purchase decision and customer relationship (after sales).  The goal of customer service should be to satisfy the customer.

Customers can be either internal or external to the organization.  Internal customers are those people in the organization who rely on other people within the organization for knowledge, information, parts, etc.  It is important to note that a company should engage in excellent customer service to both its internal and external customers. It is the belief of many organizations that of they deliver excellent customer service to their internal customers this will trickle down to excellent customer service to their external customer.

At the Beach Organization Structure

Brewery Organizational Chart

Case Study Questions

1. Organizational Customers

Examine the organizational structure and determine who are Beth’s internal customers?

Owners

Zach

Ken

Chase

All of the above

None of the above

 

2. How do they know if their customers are happy?

Usually, a sign of customer satisfaction is repeat purchases and referrals.  Some companies go beyond this to obtain more specific information from their customers through market research.  Market research involves gathering data to see how the company is doing with their customers.  The data can be collected through primary data collection or secondary data collection. At the Beach can gather qualitative data, qualitative data, or both to find out what the customer thinks about their company and their products.

 

When is a good time to survey customers?

Annually

Bi-Annually

After a purchase

A week after a purchase

Periodically throughout the year

None of the above

 

3. Benefits of Great Customer Service

How does impeccable customer service benefit the organizations besides increased profit?

Improves staff morale

Frees up time for leadership to focus on growth and innovation

Positive publicity

Repeat business

All of the above

None of the above

1. Organizational Customers

INSTRUCTIONS

Step One:     Click on the button that corresponds to who you feel are Beth's Internal Customers

Step Two:      Click on Submit 

Step Three:      Review the poll to see how your choice compared to others.

Beth's Internal Customers
Owners: 179 votes (9.32%)
Zach: 26 votes (1.35%)
Ken: 32 votes (1.67%)
Chase: 28 votes (1.46%)
All of the Above: 1585 votes (82.55%)
None of the Above: 70 votes (3.65%)
Total Votes: 1920

2. Happy Customers

INSTRUCTIONS

Step One:     Click on the button that corresponds to who you feel would be the best time to survey customers

Step Two:      Click on Submit 

Step Three:      Review the poll to see how your choice compared to others.

When is a good time to survey customers?
Annually: 23 votes (1.34%)
Bi-Annually: 51 votes (2.96%)
After a purchase: 875 votes (50.81%)
A week after a purchase: 272 votes (15.8%)
Periodically: 493 votes (28.63%)
None of the above: 8 votes (0.46%)
Total Votes: 1722

3. Great Customer Service

INSTRUCTIONS

Step One:     Click on the button that corresponds to who you feel would be the best time to survey your customers

Step Two:      Click on Submit 

Step Three:      Review the poll to see how your choice compared to others.

How does impeccable customer service benefit the organization besides increased profit?
Improves staff morale: 13 votes (0.71%)
Frees up time for leadership to focus on growth and innovation: 8 votes (0.44%)
Positive publicity: 28 votes (1.54%)
Repeat business: 53 votes (2.91%)
All of the Above: 1711 votes (94.01%)
None of the above: 7 votes (0.38%)
Total Votes: 1820
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