ABSTRACT
As we learned in Chapter 4, service and quality are the heart of the value proposition. (Price and image, the communicators, compose the other axis and are detailed in Chapter 6.) e search for excellent quality is one of the most important business trends over the past three decades, as demanding buyers have come to expect great products accompanied with service that is fast, reliable, and customer friendly. Consider these three examples:
◾ Cell phone and Internet users want enhanced product quality and service features at reduced monthly costs. AT&T and Verizon must carefully monitor Comcast’s strategic moves to preserve and grow their customer base. Comcast’s previous four-hour window for a service call (e.g., 1-5 p.m.) has been reduced to two hours (e.g., 3-5 p.m.) with previsit telephone calls (offering a more exact time) to increase customer satisfaction.
