Marketing the Service 32
It is critical to make the best of every interaction with the customer.
Analyze the key elements of buying products through customer service or direct services from the Coca Cola Company.
Create a blueprint (diagram) for Coca Cola detailing the service delivery process involving the frontline employeecustomer contacts before, during, and after the purchase. Each contact should be clearly identified and deliberated.
On the basis of the blueprint, select possible contact point failures where you would create improvements in the form of new or improved services. Why do you consider these to be contact point failures?
For these contact point failures, identify and analyze at least two areas for improvement or creation of new services. Why are you suggesting these areas? How will customers benefit by improving these areas or creating new services?
In addition, write a statement positioning the brand around the new or improved services.
- Present your analysis as a 6-page report in a Microsoft Word document formatted in APA style.
- On a separate page, cite all sources using APA format.