Hypothetical Airline Problem

Classic Airlines is hampered by marketing and customer service problems that are largely due to its lack of information on customer needs and wants and its subsequent lack of responsiveness to customers. The company provides poor customer service and fails to reach its market adequately. It is not engaging in environmental scanning to learn about its market, and therefore its forecasting is based on irrelevant data. With poor segmentation, Classic is not reaching its target customer base. Based on these facts, Classic needs to revamp both its customer service and its marketing approach to make the customer's needs and wants central. Customers are disgruntled because they call in to have a problem addressed, but the problem is not addressed by the customer service technicians, who merely quote the company's rules to them. This has resulted in customer service problems and unhappy customers.

Issue and Opportunity Identification

Classic fails to listen to customers and respond to their concerns. When customers call in with requests or problems, Classic's customer service technicians do not attempt to satisfy them by meeting their stated needs and wants. Instead, the technicians recite the company's rules and tell customers that there is nothing they can do about the problems. Customers are naturally annoyed and disgruntled at this treatment. Classic has an opportunity to market to customers

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Category: Business - H