CASE STUDY ON XEROX CORPORATION: THE CUSTOMER SATISFICATION PROGRAM

SUBMITTED TO: Professor Dr. D.D Swain Associate Professor (Marketing)

SUBMITTED BY:Yashraj Behera 1st Year PGDM

DATE-17TH JULY,2012.

DECLARATION I Yashraj Behera, 1st year PGDM at IMI Bhubaneswar declare that the case study analysis has been entirely done by me and no help has been undertaken by others in any form.

REFRENCE Case material provided by Harvard Business School and IMI logo on internet.

INTRODUCTION Haloid Company launching the worlds first viable xerographic office copier in the year 1959, then renaming itself to Xerox. The case is about Xerox journey from being a product centric company to a company that thrived for its customer base and sailing through the ups and downs in business world to retain the worlds dominant copier player through innovations and customer orientated programs.

ISSUES 1. Losing the markets dominant position in 70s and market share declining from almost 100 % in 1960s to 40% in 1980. 2. Investing a lot more time, manpower and money in various other business. 3. Huge battle for market share as 23 companies fought for survival. 4. High manufacturing expenses 5. Japanese companies giving tough time by selling copier machines at the price of Xeroxs manufacturing price. 6. Competitors engaged in developing modern and smart devices . 7. Limited marketing and servicing capability. 8. Inexperienced customer support and handling team.

SOLUTIONS 1. Xerox developed a new strategy known as Leadership through quality (LTQ) that ensured customer satisfaction became the first priority. 2. Companies top guns putting their nose and monitoring the customer satisfaction programs. 3. Company being restructured and emphasized a philosophy in quality. 4. LTQ was merged with practices of management that ensured quality, preventing defects and customer satisfaction. 5. Training employees in quality tools, plan and goals. 6. Reducing the ratio of support staff to manufacturing worker ,smaller development teams formed thus shortening the product development cycle by 30% 7. Focused on new smart technologies and multifunction copiers. 8. Handing over marketing to very well-known United States Marketing Group. 9. New format for customer satisfaction program was carried that included CS code of conduct, customers relations Groups in most of operational districts. 10. All employees were ensured that they developed a pro-active attitude towards CS. 11. Teams were created for post sales follow up. 12. Zero defect programs. 13. Improved sales channel tunnel. 14. Providing Guarantees on Machines.

CONCLUSION

Hence after studying the handout it was clear that Xerox developed extra ordinary pro- active attitude towards the development of its customer relation program which in a nut shell helped to know the basic wants of customer that emphasized on inventories and better products and the decisions taken by management are still the bench marked practices as of now and surely it helped them to regain their position in their market with a good will in customers heart.