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商品編號： 9-690-030 出版日期： 1989/11/22 作者姓名： Schlesinger, Leonard A.;Pelofsky, Mark 商品類別： Service management 商品規格： 21p 再版日期： 1992/02/28 地域： United States 產業： Automobiles;Automotive;Retail trade 個案年度： 1989 - 1989
商品敘述：
Since Henry Ford founded Ford Motor Co., Ford vehicles have been sold and serviced the same way. By the late 1980s Ford began to consider making changes in its sales and service process. Two developments forced Ford to reconsider these processes. First, Ford found through various surveys that customers had very clear complaints about the way they were treated by car dealers. Second, with more rapid technology transfer among the automakers, product differentiation was declining. Therefore, the channels of distribution provided one of the final potential points of differentiation between automakers. This case gives the students all of the conclusions from the studies Ford had done and asks them to redesign the sales and service process to address customers'' complaints and become a point of differentiation for Ford.
涵蓋領域：
Change management;Customer relationship management;Customer service;Distribution channels;Franchises;Organizational change;Relationships;Service management
相關資料：
Case Teaching Note, (5-690-062), 33p, by Mark Pelofsky
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