H.James Harrinton, a noted quality consultant, related the following story in Quality digest magazine: I called to make a flight reservation just an hour ago. The telephone range five times before is corded votive answered. "Thank you for calling ABC Travel Service," it said "To ensure the highest level of consumer services, this call may be recorded for future analysis." Next, I was asking to select from the following three choices: "if the story is related company business, press 1. Personal business 2. Group travel 3. I press 1. I was asked to select the following four choices: "if this is a trip within the united state, press 1. International, press 2 Scheduled training, 3 Related to a conference, 4. 'Because I was going to Canada, I pressed 2. Now two minutes into my telephone call, I was instructed to be sure that I had my customer identification card available. A few second passed and a sweet voice come on, saying, "all international operators are busy, but please hold because your are a very important customer." The voice was then replaced by music. About two minutes later, another recorded message said, "Our operators are still busy, but please hold and first available operator will take care of you." Ore music. Then yet another message: Our operators are still busy, but please hold. Your business is important to us." More bad music. Finally the sweet voice returned, stating, "To speed up your service, enter your 19-digit customer service number. " I frantically searched for their card, hopping that I could find before I was cut off. I was lucky; I found it and entered the number in time. The same sweet voice came back to me, saying, "To confirm your customer service number, enter the last four digits of your social security number." I pushed the four number of on the keypad. The voice said "Thank you. An operator will be with you shortly. If you call is an emergency, you can call 1-800 CAL-HELP, or push all of the buttons on the telephone at the same time. Otherwise, please hold, as you are a very important customer." This time, in place of music, I heard the commercial about service that the company provides. At last, a real person answer the telephone and asked, "can I help you? "I replied, "Yes, oh yes." He answered, Please give me your 19-digits customer service number; followed by the last four digits of your social security number so I can verify who are." (I thought I gave this number at the first place to speed up service. Why do I have to rattle them off again?) I was now convinced he would call Mr.5523-3675-0714-1313-040. But, to my surprise, he said "Yes, Mr. Harrington. Where do you want to go and when?" I explained that I want to go to Montreal the following Monday morning. He replied: "I only handle domestic reservations. Our international desk has a new telephone number: 1-800-WE-GOTU. I will transfer you." A few click later a massage came on, saying: "all of our international operators are busy. Please wait and your call will be answered in the order it was received. Do not hang up or redial, as it will only delay our response to your call. Please continue to hold, as your business is important to us. Questions: 1. What are the relevant types of costs of quality that can be associated with the situation described above

H.James Harrinton, a noted quality consultant, related the following story in Quality digest magazine: I called to make a flight reservation just an hour ago. The telephone range five times before is corded votive answered. "Thank you for calling ABC Travel Service," it said "To ensure the highest level of consumer services, this call may be recorded for future analysis." Next, I was asking to select from the following three choices: "if the story is related company business, press 1. Personal business 2. Group travel 3. I press 1. I was asked to select the following four choices: "if this is a trip within the united state, press 1. International, press 2 Scheduled training, 3 Related to a conference, 4. 'Because I was going to Canada, I pressed 2. Now two minutes into my telephone call, I was instructed to be sure that I had my customer identification card available. A few second passed and a sweet voice come on, saying, "all international operators are busy, but please hold because your are a very important customer." The voice was then replaced by music. About two minutes later, another recorded message said, "Our operators are still busy, but please hold and first available operator will take care of you." Ore music. Then yet another message: Our operators are still busy, but please hold. Your business is important to us." More bad music. Finally the sweet voice returned, stating, "To speed up your service, enter your 19-digit customer service number. " I frantically searched for their card, hopping that I could find before I was cut off. I was lucky; I found it and entered the number in time. The same sweet voice came back to me, saying, "To confirm your customer service number, enter the last four digits of your social security number." I pushed the four number of on the keypad. The voice said "Thank you. An operator will be with you shortly. If you call is an emergency, you can call 1-800 CAL-HELP, or push all of the buttons on the telephone at the same time. Otherwise, please hold, as you are a very important customer." This time, in place of music, I heard the commercial about service that the company provides. At last, a real person answer the telephone and asked, "can I help you? "I replied, "Yes, oh yes." He answered, Please give me your 19-digits customer service number; followed by the last four digits of your social security number so I can verify who are." (I thought I gave this number at the first place to speed up service. Why do I have to rattle them off again?) I was now convinced he would call Mr.5523-3675-0714-1313-040. But, to my surprise, he said "Yes, Mr. Harrington. Where do you want to go and when?" I explained that I want to go to Montreal the following Monday morning. He replied: "I only handle domestic reservations. Our international desk has a new telephone number: 1-800-WE-GOTU. I will transfer you." A few click later a massage came on, saying: "all of our international operators are busy. Please wait and your call will be answered in the order it was received. Do not hang up or redial, as it will only delay our response to your call. Please continue to hold, as your business is important to us. Questions: 1. What are the relevant types of costs of quality that can be associated with the situation described above

MARKETING 2018

19th Edition

ISBN:9780357033753

Author:Pride

Publisher:Pride

Chapter1: An Overview Of Strategic Marketing

Section1.2: Dollar Shave Club: The Company For Men

Problem 1C

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