Strategic Leveraging Total Quality and CRM Initiatives: Case Study of Service-Orientated Firms

Abstract

While establishing and managing effective quality and customer-centric processes are typically discussed in the manufacturing sector, they can be a large part of the success of firms in the service sector as well. Managing quality processes can be challenging for smaller firms due to the need to rapidly adjust to fluctuations in the market, and also because the products and services created are typically customized, making standardization difficult. A combination of personal interviews of upper to middle management, as well as comments from convenient samples of employees, were used to gather perceptions of the accuracy of the various firms' perceived quality reputation and associated customer-support systems that help their drive for improved for profitability and/or community acceptability. This article also examines the quality control and customer relations measures currently in place for three service-orientated firms with significant stakes in their marketing strategies towards customer retention and satisfaction. Recommendations are presented for each of these firms.

KEYWORDS:

• case study
• customer behavior
• customer relationship management
• operations management
• quality assurance
• service marketing
• strategy

Notes

^a In late 2008, National City Bank was sold under protest to PNC Bank.

In late 2008, NCB was sold under protest to PNC Bank for approximately $3.1 billion, which all major legal obstacles settled in early 2009.