How to Lose an Account

1. Things had g hotshot comfortably with this visor over entirely. What, though, were the critical issues in determining the guests satisfaction that conduct to the detriment of the node? Was the problem simply a lack of satisfaction with the product? exploitation concepts from the chapter, describe how the nodes nurture equation was influenced by the experiences both(prenominal) to begin with the call and during the call. Companies in all industries and of all sizes understand that guests are perhaps their nearly valuable assets. Improving the overall client experience is vital for continued mastery and survival, and al personal manners has been.In the words of many sedulousness professionals, losing a customer is the absolute whisk issue that could happen to our union. This mantra has always s overlyd true, exclusively when were fighting with competitors for e real dollar, customer retentivity is key. In our quality we redeem a functional type of kinship in the midst of the customer and the accompany. Functional births are long-run market exchanges characterized by behavioral committedness the buyer purchases the same product egress of habit or routine. (J. Tanner, p. 354) As we ass see from our case the affinity between active Connection and Health Resources of Texas (HRT) is go on for 3 years.In the functional relationship customer satisfaction is very grand because without it, behavioral dog equivalentty can non develop. customer satisfaction is the degree to which a buyer is satisfied with a product, advantage or company. Companies are very interested in ensuring that customers are capable with the exploit of a product or the n wiz of function because it ordain preserve future purchase decisions. In fact, quality may be the slightly important of the customer satisfaction objectives because the consequences of a self-aggrandising product or poorly performed military service are virtually impossible to overcome.In our case the problem is not exactly with the product moreover with the service. The service is poor because Tony Lagera, the service managing director, made promises that he had never fulfilled. He even didnt pay too much attention to the customers postulate and the worst thing is that Tony was dishonest. In lodge to suck up a advantageful long-term relationship the most important thing is to vex mutual self-assurance. Because without trust ( partners can trust and opine on each different, resolve problems as they arise and settle differences between them when it necessary) sad customers will not stay loyal to the company nd will go out to our competitors. According to J. Tanner trust is a belief by one party that the an opposite(prenominal) party will fulfill its obligations in a relationship (p. 362). When we earned the trust of the other party, our relationship is strong and we do not remove to constantly monitor each others actions because both believe that other parties will act in a way that is best for both parties. unless trust only is not enough, which is wherefore it is a combination of five factors dep fetch upability, competence, customer orientation, honesty and likability.As we can see, Tony did not ingest the honesty factor. When Sharon Collins raise the problems about the copiers, Tony was also aware of the problem but hadnt processed the request to step in the copiers yet and he was told to govern that the company was reviewing the problem and the problem would be resolved in one way or another. The problem occurs when Sharon called the service director to relieve the problem, Tony hemmed and hawed and avoided answering the question, and as a force he was being dishonest.Honesty is both frankness and sincerity and honesty is related to dependability and competence about the product and go that the company, in which the salesperson is working, provides. Here is the problem, Tony did not admit that he didnt crawl in what to answer and just avoided to answer to Sharons question directly. Customers can very soft determine when they are being place and as a result dissolution occurs. The worst thing is that Tony didnt light up that he performed poorly, he thought everything went well and he did great job.That is why he has to make amend his skills and knowledge but unfortunately it is too late because the company had been jilted to be part of the bid. All of the things I said so far led to the loss of the customer based on his/her dissatisfaction. As far as it goes to the Customer assess Equation, I may say that it is influenced in a negative way especially after the call, I blind drunk it has decreased. As we already know Value = Benefits minus Cost. Customer Value is adapted to benefits (it includes functional and emotional benefit) minus the be (the price of the product, clipping and effort indispensable to for purchase and psychic bells).Our CVL decreased because of the following reasons first, the benefit decreased because the customer is disgruntled with the services, on that pointfor the emotional benefits went down second, the cost (not the price of the product) increased because it took more time and effort for Sharon to explain what the problem was and to anticipate for a proper answer for her request (when and how would the problem be fixed). Hence, the customer comfort decreased based on the things I put one across explained above. 2.Was there anything the sales repp or his boss, Robert Lawrence, could have done after the sales call to save the art? Everyone must be involved in customer satisfaction. All personnel have the capability, at some level, to influence customer satisfaction. Top management must tell exactly how personnel will be expected to contribute because its often not intuitively obvious how this is possible. Therefore, Robert should have not sat in a silence. He as a manager of Mobile Connection should act as a role model for all of other employees at the company.He should have intervened in the relationship between Sharon and Tony and should have done something to discover Sharon as a customer. Robert might have met with the customer face to face and have an open discourse discuss the problems and pose the proper solution that will foregather the needs and wants of the customer. As we know in the relational confederacy all the communication between customer and the company goes finished the salesperson (Tony), but when this doesnt gallop to the wanted results, the manager must insist on direct communication.It is better for the both parties and it is easier to keep the unafraid partnership for daylong period of time. 3. Not only were there no other problems during the previous three-year contract, but Mobile had originally won the headache away from a competitors and significantly improve HRTs situation. Why didnt that enter into the picture? Sometimes one little thing may terminate s the indestructible relationship. In our case buyers dissatisfaction was the main reason to put an end to the existing relationship.The problem was that the Sharons foresight was not fulfilled and the reason was the sad services which led to customer dissatisfaction. The good customer service is essential for the success of the company and to its survival in this militant market. Bad customer service occurs when a customer is not satisfied with his services. The customer will not feel like he has been treated fairly, listened to or that his concerns have been addressed by employees of a company as in our case. When customers are dissatisfy with a companys customer service, it can have negative set up on the business.As such, business owners must fall upon and resolve bad customer service but this did not happen in our case because the manager just stayed uncommunicative and did nothing to fix the service directors bad performance. Therefore, dissolution of this partnership o ccurred because of bed services. This could have been avoided if the company had provided better training and motivation for its employees in order to have a better performance and escape customers dissatisfaction. reference work 1. Tanner, John F. building Partnering Relationship. Selling Building Partnerships. 8thed. New York McGraw-Hill/Irwin,2007. 350-365. Print.