Services/Pricing - Essay Example

Services/Pricing Services/Pricing It is essential for organizations to provide support services to their s. The services will not only improve the relationship between these two parties, but also boost customer loyalty. Many customers changed their preferences after it was claimed that Dasani water was not pure distilled water, but tap water. Consequently, it is necessary for Coca-Cola Company to put initiate support services to the buyers of Dasani water in an attempt to improve customer confidence.

The approach focuses on challenges and adding value to the brand.Buyers of Dasani water need to closely relate with the producer to generate a common benefit. This would ensure that they receive assistance from the management teams who will provide essential services and backups tailored to their requirements. The company’s Retail Research Council always performs studies on issues concerned with bottled water (Alvarado & Kotzab, 2001). Outcome of such results should be communicated through collective web page.

This would ensure that consumers receive necessary information concerning this brand and other related brands of bottled water. For instance, information concerning the recent debate on the safety of Dasani water could be revealed to the customers through the collective website after conducting thorough research (Parise & Guinan, 2008). The recent results of research carried out to prove that Dasani water is purely distilled provided essential information to the consumers. This support service is important to both the buyers of Dasani water and the company as it improves the relationship and customer loyalty.

Buyers of Dasani water also need phone support services. Most consumers would always want to directly present their views to the company instead of communicating through middle-men like retailors. With phone support services, consumers directly talk with the company’s customer care representative and instant feedback is provided. For incoming calls, it is possible to automate the Integrated Voice Response (IVR) to track captured conversations in many ways with the main objective of providing faster feedback to requests or problems raised by the consumers (MacMillan, Andre, Davis & Fang, 1995).

Apart from providing a platform for consumers to share their views and ask questions concerning the product, phone support services are also necessary for requesting orders, making pre-sales inquiries, upselling, outbound calls, and cross-selling. Calls made from the customer care center to get consumer opinion or provide information are the outbound calls (Prabhaker, Sheehan & Coppett, 1997).Consumers of Dasani water require live chat support systems to avoid problems associated with language barrier.

Through live chat support, both customers and the call center agents can use translation services offered through the internet to effectively communicate during their chat sessions (Marathe, 1999). Another advantage of this type of support is its ability to satisfy and provide technological support. Arguably, consumers of this product need support channel on social media. It has been established that many consumers spend most of their time on social media sites like Facebook and Twitter. In order to make an effective communication platform, Coca-Cola Company should create a fresh support channel on their Facebook and Twitter pages.

Through this service, consumers will have an opportunity to make inquiries or raise their grievances by working together with the organization’s staff. In conclusion, consumers of Dasani water require different support service systems that will allow them to air their views concerning this brand. The services are necessary based on their ability to proffer mutual benefits. In addition, they provide necessary information concerning the changes in the brand. They are also necessary for requesting orders, making pre-sales inquiries, upselling and making outbound calls.

ReferencesAlvarado, U. Y., &Kotzab, H. (2001). Supply chain management: the integration of logistics in marketing. Industrial marketing management, 30(2), 183-198.MacMillan Jr, D. J., Andre, S. M., Davis, L. A., & Fang, S. J. (1995).U.S. Patent No. 5,416,830. Washington, DC: U.S. Patent and Trademark Office.Marathe, J. (1999). Creating community online.Durlacher Research Ltd.Parise, S., &Guinan, P. J. (2008). Marketing using web 2.0.In Hawaii International Conference on System Sciences, Proceedings of the 41st Annual (pp. 281-281).IEEE.

Prabhaker, P. R., Sheehan, M. J., &Coppett, J. I. (1997). The power of technology in business selling: call centers. Journal of Business & Industrial Marketing, 12(3/4), 222-235.