SZTC: CUSTOMER-PREFERRED TOCUSTOMER-CENTRIC

This case study is a hypothetical interpretation to explain the concepts of Service Delivery,Service Quality, and Ways of Service Recovery Options. The case study is about aGovernment-owned telecom company Sunder-Zealand Telecom Company (SZTC), in anemerging market (Sunder-Zealand). SZTC was passing through a tough phase. After being themarket leader for a couple of decades, SZTC was losing out to competition on the count ofinefficient service delivery. Customers of SZTC were opting out of SZTC services andsubscribing to services of competing firms. The predicament with the CEO, Mr. Phillips, wasabout the process of transforming the organization from a monopolistic environment to acustomer centric service oriented company in the present competitive environment.

Pedagogical Objectives

• To understand the importance of listening to customers and providing what is promised

• To understand that environmental changes such as changing consumer preferences andincreased competition may force a firm to differentiate themselves on the basis of theservice provided

• To understand the strategies to retain existing customers and ways to regain lost customers

Case Positioning and Setting

The case study can be used at the Post Graduate level in Principles of Marketing, ServicesMarketing and Customer Relationship Management courses. The target audience would typicallybe management students in their first year who are taking the basic course in MarketingManagement or Services Marketing. The case study would also be useful to highlight the Needof Service Orientation and the Need of Retaining Existing Customers for Success in ServiceEconomies.

ABSTRACT

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Global Summit onManagement Cases

GSMC 2014

* GSMC 2014, IIM Raipur