Mgt 545 Final Paper

Myra Syed

MGT 545: Managing Service Operations

Section 246

Final Paper

Final Paper:

The objective of this paper is to apply the theories presented to you in the text and the lectures. You will select a service business. You will identify your company in your sector of choice and analyze the business model, service concept, and the way the service concept has been operationalized. You will write a paper of approximately 2,000 words minimum, which contains answers, analysis or recommendations. Here are seven helping questions.

1. What should the company do to develop good customer relationships? How can managers of the company develop good business relationships?

2. How can managers of the company design the customer journey? What is the

Amazon has been able to successfully provide its customers, everything they need, all in one place. It has managed relationships with millions of customers successfully because Amazon has built its CRM software in-house, so it is tailored to their requirements. They can instantly create a customized experience for their customers because made the process of purchasing easy, it has a simple user-friendly interface, stores user details such as location, previous purchases and shipping/ billing information. It provides relevant recommendations to the customers, which increases the sales. It makes customers feel valued through Prime and “Deal of the Day”

They spend their marketing budget on building awareness which in turn leads to purchase. To retain their customers that have made the purchase several times before, Amazon spends its marketing budget on advocates, which means that the consumers are recommending the products to other customers. Amazon’s customer journey focuses on making the experience seamless and personalized for the consumer with its algorithm-based personalization. They make the extra effort to understand customers and their preferences, they cross-sell their services, while delivering great experiences to the customers. They pay attention to detail, and understand their customer’s problems, and resolve their issues. They make the purchase process convenient and fast through their one-click check out option, and simple yet easy to navigate interface. Figures 1.2 and 1.3 below show how buying behavior and journey of Amazon consumers has shifted from a linear to circular journey with the advent of smart phones. Consumers now have everything they need to research, compare, purchase, and review products at their fingertips. The journey now happens fluidly and instantly, going from awareness to purchase in just a few