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Using Services Marketing To Develop and Deliver Integrated Solutions at Caterpillar in Latin America
Using Services Marketing To Develop and Deliver Integrated Solutions at Caterpillar in Latin America
solutions at Caterpillar
.
Group 2
Harish Deepak
Shiv Shankar Mahto
Kirity Kumar
IIM RANCHI
Case Study Assignment: Using Services Marketing to Develop and deliver Integrated
solutions at Caterpillar
What else do you need to learn in the Listening Gap (Gap 1) about
customer needs and expectations? LACD had general information
from the customer value surveys, but this information did not tell
them what service features customers expected in the CSAs. What
were they and how could they find out? In particular, how could
they find out what they needed to know to established standards in
the Design and Standards Gap (Gap 2)?
Not knowing what customers expect is one of the root causes of not
delivering to customer expectations. Hence it is really important to learn and
understand customer expectations and gap between Company perceptions &
customer expectations. We need to learn about the
What customers think the company can and should do when problems
occur in service delivery
From the case, we came to know some of general attributes of CSA and their
respective importance with respect to customers expectations. The following
features in these attributes customers might expect in CSA
1.
2.
Responsiveness :
o
Reliability:
2
Case Study Assignment: Using Services Marketing to Develop and deliver Integrated
solutions at Caterpillar
3.
4.
Assurance:
o
Relationship :
o Courteous and friendly service
o
5.
Tangibles :
o
Response in mail
Case Study Assignment: Using Services Marketing to Develop and deliver Integrated
solutions at Caterpillar
Customer pay for CSA and repair services to achieve these goals
These customers do not value for uptime and productivity too much
Case Study Assignment: Using Services Marketing to Develop and deliver Integrated
solutions at Caterpillar
CUSTOME
R
GAP 1: The Listening Gap
COMPANY
Case Study Assignment: Using Services Marketing to Develop and deliver Integrated
solutions at Caterpillar
Case Study Assignment: Using Services Marketing to Develop and deliver Integrated
solutions at Caterpillar
What standards and measures should be set in the Design and Standards
Gap (Gap 2) to deliver to customer expectations? How formal should they
be? How should LACD create and design the new CSAs? How should they
get everyone in the dealerships to learn about them and get on board to
deliver them?
Case Study Assignment: Using Services Marketing to Develop and deliver Integrated
solutions at Caterpillar
How should the dealerships overcome all the Performance Gap (Gap 3)
issues that they faced in order to insure consistent delivery?
Case Study Assignment: Using Services Marketing to Develop and deliver Integrated
solutions at Caterpillar
Case Study Assignment: Using Services Marketing to Develop and deliver Integrated
solutions at Caterpillar
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