Developing a Customer Service Strategy

The company chosen can also be based on a real life company the learner researched/work(ed) for/are familiar with or it can be based on any type of company you wish to develop/theorize/plan to open in the future and perhaps a company you proposed in your marketing class in year 1. If you chose an existing company ensure you add your own analysis and suggestions to their existing customer service strategy (if there is one).
It is strongly suggested to choose a small company to keep this assignment manageable (ie. Coffee shop, printing shop, retail store, drug store, etc). Plus also to ensure you will have a minimum of 5 employees. If you wish to discuss your choice in advance with your instructor, please do so.
TASK:
DEVELOP a Customer Service strategy fully documenting EACH of the following SECTIONS:
1. Detail the company you wish to use/ for this case study. Ensure the business has a strong service component. Provide information on the business, including but not limited to the following information (5 marks)
a. Name and type of company
b. Core business
c. Products or services offered
d. Location(s)
e. # of employees
f. Any history on the company
g. Other pertinent information on company
When completing this section you need to provide enough information for the instructor to fully understand the business involved.
2. Define and propose your primary and any significant secondary target customer markets? (5 marks)
3. Assess and describe your customers’ 1 PRIMARY expectation from your company and 4 additional SECONDARY expectations from your company. (5 marks)
4. Develop a Mission Statement for your company ensuring it is written from the point of view of the customer using the elements of an effective mission statement discussed in class. (5 marks)
a. If using the mission statement of an existing company—quote it-reference it and evaluate why you believe it is effective or ineffective. If ineffective propose a new mission statement.
5. Develop and list a minimum 5 Organizational Values for your company/business. Consider having values that represent the customers, employees, community, environment and other stakeholders as applicable. (5 marks)
6. Develop 10 appropriate Customer Service Standards for your company. Remember customer service standards are the minimum level of service you expect from your employees. Ensure you incorporate elements of the SMART format for writing Customer Service Standards (10 marks)
7. Propose the methods that will be used to communicate the mission statement to customers and to employees. Plus the methods that will be used to communicate and reinforce the Customer Service Standards to all employees. (5 marks)
8. Formulate relevant and applicable methods that will be employed to MOTIVATE staff to deliver exceptional customer service and propose methods that will be used to EMPOWER staff to effectively serve customers and resolve customer issues. (5 marks)
9. Construct a minimum of 3 (three) formal reward programs and 7 (seven) informal reward programs to be instituted to reward and recognize and encourage exceptional levels of employee performance in regards to customer service. Ensure these are realistic from a cost and implementation point of view for this type of company. (10 marks)
10. Formulate the type of Customer Service training programs that would be effective for this company. Detail the type of training to be completed and how the training would be delivered. Again ensure they are realistic from an implementation and cost point of view. (5 marks