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BUSN 258 Week 3 Assignment



Build extensive network of satisfied customers and motivated distributors. NND’s customers are both people who use their products (nutritional supplements and health care items) and the distributors who sell for them. As a “network marketing” organization, NND owners Lisa and Tom Fairmont succeed when people in their “downline” (distributors from whose sale they get a small percentage) effectively sell both product and the business concept to other distributors. One customer service challenge Lisa and Tom face is that they rarely deal face-to-face with their customers. They do recruit new distributors and demonstrate products at meetings and conferences, but most follow-up and sales comes from online, email, text messaging, and phone calls. NND also needs to differentiate their products from similar ones sold in stores. Personalizing products for the individual needs of customers is particularly important. Their products also cost more than similar nutritionals sold in big box stores or supermarkets. Finally, NND deals with suspicion of potential customers and distributors who worry about the idea of network marketing (some see it as a pyramid scheme where only the people at the top succeed while others lose money as distributors). Most consumers acknowledge the high quality of NND products but worry about the pricing. They seem expensive relative to some competing products available in stores. Case Study Objectives 1. Interview: After completing your assigned readings for this week, interview someone who has a customer relations/customer service role, or responsibility where the person has organizational responsibility and knowledge of the company’s customer relations policies. This person could be in your own organization, or in any other company. Ask the interviewee to describe the role and importance of customer relations/customer service to the organization, and the top three customer relations/customer service issues faced by the organization. In case of a last minute conflict, it is best to have a second choice lined up. 2. Supporting Research: Based on what you learned in the interview, you’ll conduct online research using scholarly resources, which can be found in the DeVry Online Library (available under Course Home) and online research sources such as Google. Locate at least four articles (two must be from scholarly resources) that discuss the current business climate for this company for inclusion as sources for your paper. What are current trends in this business (or in the overall industry of which this business is a member) that might impact customer service, customer satisfaction, or customer loyalty positively or negatively? Examples A. Toyota is a business in the auto industry. Customers want safe cars. Recently, Toyota had a series of setbacks from brakes failures to acceleration issues. Toyota has a history of great customer relations, but now appears to have to reshape its image. Other car companies are using safety and quality messaging against Toyota (insert accurate APA in-text source citation here). Toyota needs to address its customer service programs and customer relations for both existing customers and potential new customers. B. Yume, the owner of a local Thai restaurant, has recently introduced a customer loyalty program where customers earn points for purchases that can be redeemed for free food and drinks; and customers love it! The American Restaurant Association says that loyalty programs are growing in popularity, especially in small boutique establishments, where there is a more personal connection between the owner and the customer (insert accurate APA in-text source citation here). Yume’s customers are very loyal and very satisfied, so since service improvement may not be entirely necessary, she may be able to expand her relationship with her customers by selling her sauces and cookbooks to her customers. This venture may also attra


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