Influencing Customer Behavior

Presented by: Avinash R (015/01) Chandan (017/01) Pawan Arya (030/01) Satish Chandra (039/01)

Outline
Summary Case Problems Case Analysis Analysis Using Conceptual Framework Solutions Identified Best Solution

Summary - Zipcar
Started in Boston in 1999, Provides car sharing service Present in 21 cities & Owns more than 400 cars 30000 members growing at an avg. of 1500 members per month Online registration with an initial fee of $25 and $100 refundable deposit Annual membership fee ranges from $50 to $250 depending on the plan type (occasional driving, extra 50, extra 75)

Summary Continued
Reservations done on call or online Incentive to customers for proper maintenance of cars Members are responsible for returning car to its designated parking location

Summary Anita Karr

Lives in Cambridge Booked a Zipcar VW Jetta Jericho She has to pick the car up at 04:00 pm at Charles hotel She has to pick her sister up at 04:30 pm and take her to her debut performance in rhode island by 06:00pm

Summary Sal Fishman

Another customer of Zipcar Has hired the car Anita is supposed to pick up at 04:00 pm He picked up the car at 01:00pm for the interview and was supposed to return the car at 03:30 pm The interview was not going as per the designated schedule He is in a dilemma whether to return the car or extend the reservation period

Case problem
Whether Sal should continue with the interview? Whether he should return the car?

Case analysis
Sal Fishman s point of view He is in the middle of an interview Reservation period(03:30pm) will be violated if he continues with the interview He tried to contact Zipcar and extend the reservation period but was interrupted He also has the option of rescheduling the interview and returning the car

Case analysis continued

Anita Karr s point of view
She has to pick her sister up and drive her to Rhode island along with her kit for her debut performance She was supposed to take possession of the car at 04:00 pm When she reached the Charles hotel Zipcar parking space, there was no car She got anxious and called zipcar

Case analysis continued

Zipcar s point of view
VW jetta jericho, hired by Mr. Fishman was supposed to be returned by 03:30 pm The returened car was supposed to be taken over by Ms. Karr Zipcar still has no idea about the series of incidents going on In case Anita doesn t gets the car, there needs to be a service recovery done for Ms. Karr

Conceptual Framework Understanding Business Process

Conceptual framework understanding business process

Possession-processing It is actually about the services that are directed at physical possession Zipcar lies in the co-ordinate of possession processing

Solutions
Fisherman reschedules his interview and returns the car to Zipcar and from Zipcar Anita takes the possession of the car Anita informs the unavailability of the car at the parking lot to Zipcar, Zipcar tries to contact Fisherman, if he is not going to return the car on time they will provide Anita with service recovery

Optimal Solution
2nd solution is the optimal solution because both the customers will be satisfied Assumption made both the customers are equally important and interview for Fisherman is important to him

Thank You