Assignment:
Please write 2 Pages DR Jane.com-Custom Vitamins (Textbook Basic Marketing p.617)
This case is related to customer service, customer retention, word-of-mouth, customer satisfaction, financial analysis in marketing, and possibly cross-functional topics in the context of an Internet retailer.
Customer service has proven to be a challenge for many Internet companies, so the situation may not be unusual.
Please answer the following questions
1. Assess the customer service operations at DrJane.com. You can state the current status of customer service at DrJane.com and evaluate whether there are problems facing DrJane.com. You can comment on its procedure, computer system, even specific people and etc.
2. What should Chung do about Mrs. Slezak?
3. What changes, if any, should Chung make to customer service and ordering operations?
Example Below:
Customer Service Operation
The customer service operation seems to have a few flaws which caused this whole situation to begin with:
1. The online survey which the customer filled out should not be unclear in any way and should be formatted to help the customer chose what they need instead of trick them into something they do not want to do.
2. All the customer information needs to be in a single database so the customer service representative would have been able to see that the customer had already, unknowingly, enrolled herself in automatic refills.
3. When the customer sends emails an inquiry, it needs to be answered in a timely fashion and not ignored.
4. When the director calls the customer, he should not make them feel like its their fault for any mistakes, especially not one who is a regular one and is a huge referral source.
5. Returns for unwanted refills should be easier for the customer instead of making it more difficult.
6. Also, a "standard discount" doesn't seem like the appropriate response to every situation and every issue should be handled individually.
What should Dr. Chung do?
Dr. Chung should address all of Mrs. Slezak's concerns. First and foremost, have Mr. Zimbalist issue a formal apology to the customer because after his conversation, the customer felt like she was insulted. He should admit the issues they had with their ordering process and most definitely offer her a free 90-day supply.
What changes should Dr. Chung make?
There are a few changes that need to be made. First, the customer should not feel they have been cheated out of their money and the lack of clarity when ordering online needs to be fixed. All the information should be streamlined and categorized in one database so when the customer service representative speaks to the customer, they know the full customer history.
She should look into replacing the director or seriously altering his attitude and behavior towards her customers. His outlook on the customer and how the business is being run is giving the customer the perception that the company is not willing to take responsibility for their actions.