Four major roles are attributed to the customers in different industries - worker (or coworker), resource, beneficiary (or user) and buyer. It was argued by the lion share of organizations that the clients should be perceived, and thus, treated, as the partners for success. The human service organizations (such as health delivery and education) have identified the fifth role, which may be attributed to the clients – the major outcome, or product, of transformation activities, directed on creation of the values. It is essential to refer to the fact that each of the roles, attributed to the clients in different organization, is instrumental – as it creates the competitive quality within a firm (Evans, 2013).
The following practices should be used for this purpose – collecting the data on the major expectations of the customers on a regular basis; distributing tis information within the organization – as it may be furthermore used for development, manufacturing and delivering the products and services of the organization. The final emphasis should be put on evaluation and assessment of the clients’ preferences, perceptions of satisfaction and finally, the levels of engagement and loyalty – for improvement of the satisfaction from a perspective of business to business transaction(Evans and Lindsay, 2007).
Cases
No, the actions of the hostess are not consistent with the customer-oriented philosophy (which usually aims for maintenance of the client’s needs and meeting their expectations. It implies that ‘the client is always right’). To manage this situation, an alternative option should have been offered to the family.
Yes, there was an option of responding in another - more pleasurable manner- such as offering the discount for the next arrival or some gift. The fact that the manager has not responded by himself spoils the reputation of the hotel (Buttle and Maklan, 2015).
References
Buttle, F., Maklan, S. (2015) Customer Relationship Management: Concepts and Technologies. Routledge
Evans, J.R. (2013) Quality & Performance Excellence. Cengage Learning
Evans, J., Lindsay, W. (2007) Managing for Quality and Performance Excellence. Cengage Learning
