Explain how order management and customer service are ...

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Explain how order management and customer service are related.

Question 2

Coffee Bean Co competes in the crowded coffee bean product category and sells its products in grocery stores and other stores selling coffee products. The firm has struggled to distinguish its brand because consumers view many products in many purchase categories as
 a. differentiated.
  b. commodity-like.
  c. private label brands.
  d. too expensive.

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Answer to Question 1

How an organization receives an order (electronically versus manually), how it fills an order (inventory policy and number and location of warehouses), and how it ships an order (mode choice and its impacts on delivery times) are all dictated by how an organization manages an order.

Customer service, on the other hand, is anything that touches the customer. This includes all activities that impact information flow, product flow, and cash flow between the organization and its customers. Customer service can be described as a philosophy, as performance measures, or as an activity. Customer service as a philosophy elevates customer service to an organization-wide commitment to providing customer satisfaction through superior customer service. This view of customer service is entirely consistent with many organizations' emphasis on value management, elevates it to the strategic level within an organization, and makes it visible to top executives.

Most organizations employ all three definitions of customer service in their order management process. Figure 8-1 shows one way in which order management and customer service are related. As this figure shows, customer service is involved in both influencing a customer's order as well as in executing the customer's order. The topics in this figure will be discussed in more detail in this chapter.

Answer to Question 2

b

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Gracias!

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