Beruflich Dokumente
Kultur Dokumente
solutions at Caterpillar
.
Group 2
Harish Deepak
Shiv Shankar Mahto
Kirity Kumar
IIM RANCHI
Case Study Assignment: Using Services Marketing to Develop and deliver Integrated
solutions at Caterpillar
What else do you need to learn in the Listening Gap (Gap 1) about
customer needs and expectations? LACD had general information
from the customer value surveys, but this information did not tell
them what service features customers expected in the CSAs. What
were they and how could they find out? In particular, how could
they find out what they needed to know to established standards in
the Design and Standards Gap (Gap 2)?
Not knowing what customers expect is one of the root causes of not
delivering to customer expectations. Hence it is really important to learn and
understand customer expectations and gap between Company perceptions &
customer expectations. We need to learn about the
What customers think the company can and should do when problems
occur in service delivery
From the case, we came to know some of general attributes of CSA and their
respective importance with respect to customers expectations. But it is not
clear
Best practices should always be adopted and broad base throughout any
company. The case says that there are few customers at some dealers, who
are truly satisfied and loyal. This is the reason that CSA renewal is much
higher at these customers. Moreover, the dealers have also higher share of
2
Case Study Assignment: Using Services Marketing to Develop and deliver Integrated
solutions at Caterpillar
2.
Responsiveness :
o
Reliability:
o
Case Study Assignment: Using Services Marketing to Develop and deliver Integrated
solutions at Caterpillar
o
3.
4.
Assurance:
o
Relationship :
o Courteous and friendly service
o
5.
Tangibles :
o
Response in mail
Case Study Assignment: Using Services Marketing to Develop and deliver Integrated
solutions at Caterpillar
Customer pay for CSA and repair services to achieve these goals
These customers do not value for uptime and productivity too much
Some customer also buy will fit component on the basis of lower cost
and ready to compromise on quality
Some customers have old and traditional fleet of equipment which can
be serviced through normal and general tools and techniques and
hence go for local workshop
Case Study Assignment: Using Services Marketing to Develop and deliver Integrated
solutions at Caterpillar
GENERAL
CONSTRUCTION
Do it ourselves/
yourselves
General
equipment
c. Inv
olve key Front line people catering to larger accounts and customer
contact persons in new service development aligned with CAT vision,
mission statement and growth plan
i.
ii.
Do they just require service of oil and filter checking at required time
interval or detailed service whenever needed
iii.
iv.
OFFERINGS
MARKET
CURRENT
NEW CUSTOMERS
6
Case Study Assignment: Using Services Marketing to Develop and deliver Integrated
solutions at Caterpillar
CUSTOMERS
MARKET PENETRATION
Increase share of
wallet
EXISTING SERVICES
NEW SERVICES
SERVICE DEVELOPMENT
Customers using will
fit spares & general
services
Customer going for
local workshop
Customer who do not
value uptime &
productivity
Customer having low
budget
Customer having old
& traditional
equipment
MARKET DEVELOPMENT
Customers going to 3rd
party service providers
International Customers
who
require
single
contact
point
irrespective
of
geography
DIVERSIFICATION
Start providing
consulting business
Provide guidance how a
project can be
developed efficiently
and quickly
Case Study Assignment: Using Services Marketing to Develop and deliver Integrated
solutions at Caterpillar
Case Study Assignment: Using Services Marketing to Develop and deliver Integrated
solutions at Caterpillar
Case Study Assignment: Using Services Marketing to Develop and deliver Integrated
solutions at Caterpillar
Delivery
of
10
Case Study Assignment: Using Services Marketing to Develop and deliver Integrated
solutions at Caterpillar
11
Case Study Assignment: Using Services Marketing to Develop and deliver Integrated
solutions at Caterpillar
How should the dealerships overcome all the Performance Gap (Gap 3)
issues that they faced in order to insure consistent delivery?
Deficiencies in human
resources policies
Customer who do not
fulfill roles
Failure to match supply
and demand
Problems with
intermediaries
&channels
Services Delivery
Cat HR policy should be framed in connection with
a) training , learning and development of Dealers employees
b) training should stress on presentation, Soft skills, report writing and effective
communication
c) A formal forum for communication between parts, service and sales personnel needs
to be created where they can exchange their experience and best practices w.r.t
customers
d) Robust software technique should be devised which will tell, when the customers
equipment is in need of services
e) Timely logging of service call and reminder or intimation before this time
f) Tie up with technical institutes like ITI,
g) Cross training
h) Performance appraisals - mandatory training of soft skills, variable pays
i) Meetings of different HODs daily for better understanding of problems and
communication
j) CRM, Scheduling of resources should be done accordingly, daily reports which tell
about
12
Case Study Assignment: Using Services Marketing to Develop and deliver Integrated
solutions at Caterpillar
13
Case Study Assignment: Using Services Marketing to Develop and deliver Integrated
solutions at Caterpillar
14