Module 10 Case 14 DHL answer form W24

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Algoma University *

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Information Systems

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Apr 3, 2024

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Module 10: Customer Asset Management at DHL in Asia Do not repeat back the case in the “summary”; state why this case is important in services marketing – what is the lesson to be learned. 600 words maximum (plus 160 for this form) and use this template. Due Saturday Mar 23 rd midnight. Name: Nicholas 209659630 Case Summary: In my opinion this case relates to services marketing due to fact that these corporations are faced with different problems of learning to grasp a target audience. DHL has very limited information about its customers so to learn about different market segmentations would be difficult for them. Auto masters has customer information so that they can acquire a plan to increase customer service and cater to their demographic for increased sales. Answer with reference to course material. 1. What are the main challenges in implementing this segmentation in DHLs customer database? Segmentation strategies are more critical part of the marketing strategy especially for a company like DHL which deals with varied types of customers. It uses demographic and geographic segmentation strategies for catering the needs of the different customer profiles. Since DHL has many different customers and limited information on their behavioural segmentation, this poses a challenge to them implementing this segmentation. 2. What are the various possible practical applications of this segmentation methodology in other functional departments (e.g. sales, customer service, etc.)? This type of segmentation methodology has many different practical applications for other departments such as e-commerce, hospitality, financial services, retail, healthcare, and technology. Page 1 of 2
3. Explain why a service guarantee by Auto Masters may be a powerful tool that helps the company gain customer loyalty? A service guarantee is used by many businesses and is a great way to gain customer loyalty and ensure customer satisfaction. This will in turn keep customers returning and bring in more business for auto masters. 4. What is transaction and relationship marketing? How is the value of a relationship measured? Critical thinking: When and where might transaction type marketing be most appropriate? Transactional marketing is a strategy that focuses on single point to sale transaction. Relationship marketing focuses on the relationship with the customer and customer loyalty. Transaction marketing is most appropriate when trying to outprice similar competition of the same product. 5. What are the three dimensions of fairness in complaint handling and the 3 R’s ? The three dimensions of fairness are complaint handling and service recovery process, justice dimensions, customer satisfaction with the service recovery. Page 2 of 2
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