General Electric Essay
The article on General Electric will help in assessing and studying the various aspects of the customer complaint processes managed by the firm in order to satisfy the customers and build a long term relationship. The different phases adopted by GE have also been highlighted which indicate the trust and respect the company has for its valuable customers. The company has strived to delight the customers whenever issues and grievances evolved by resolving them amicably there by gaining momentum and confidence of being associated with General Electric as a brand.
Company’s strategy in developing relationship with customers: The various policies which GE adopts are as follows- Handling customer complaints? GE Motors makes use of Customer Centered Six Sigma Improvement approach for better solving the process of customer grievances which in turn helps in handling the present processes, analyze the current problems and implement the issues faced there by providing customer centric satisfaction profile with an advanced customer interacted module (Amazon, 2008).
GE follows a Database Management System which helps in recording the complaints administered till date for better enhancing their servicing capabilities and the database provided help in answering the grievances telephonically through calls where by GE has been successful in programming
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For handling customer issues GE has developed Internet facility to provide a direct link towards the suppliers, customers and their factories. The retailers like Amazon can avail the benefit of having a negative operating cycle where in they can receive cash just a day after the orders have been placed by the customers. The customers also get first hand interactive grievance handling tool via an online medium.
The web enabled purchasing system has helped the customers in addressing to their problems which has been minimized as their choices and their needs have totally been catered to by the company (Kotler, P. 2005, p. 10). GE was announced as a ‘visionary company’ by Stanford researchers for their customer service rendered (Kotler, P. 2005, p. 43). Placing orders? GE adopts the best relationship management system by their technique and advancement in their database management software for customizing the various customer orders for its local and global customers (Kotler, P. 2005, p. 50).
GE has a strong personnel differentiation strategy who exhibit characteristics of being competent, courteous, credible, reliable, responsive and effective communication because of which they are able to respond to the customers quickly in cases of requests, problems and understand the customer and communicate effectively to them (Kotler, P. 2005, p. 295). Receiving any other feedback from customers? In cases of reparability, GE makes a point to solve the customers’ problems over the phone, fax or email before sending a repair person to their homes there by saving cost and money of the customers.
This has almost helped around 50 percent cases registered by GE (Kotler, P. 2005, p. 290). Tracking an order? Tools for tracking and measuring customer satisfaction: GE has made it easy for its customers to provide suggestions and complaints regarding their products and services. They make use of structured forms which report their points which are also termed as feedback forms. Hotlines are also been introduced by GE with toll free 800 around telephone numbers to enhance two way communication in an effective way (Kotler, P. 2005, p. 38).
GE also developed power systems unit which focused on saving the customers costs and expenditure by cutting their response time which helped the customers in replacing their old or damaged items in six weeks which otherwise would take 12 weeks (Kotler, P. 2005, p. 385). Recommendations for Improvising Customer Complaint Management: Firstly, Every organization irrespective of its size, turnover, market share and market growth, requires greater emphasis on the processes and systems developed for addressing to the inquiries and problems of the customers so that the retention levels and the degree of loyalty increases.
Moreover if the customers have complained about the products and the services that it is all the more better for the company to change and rectify the problems there by making the customer happy about their grievances being resolved. Every company if adopted an effective complaint management processes then the firm can produce higher sales, better quality products along with highest performance levels and better economies of scale.
Better and enhanced management can make effective use of toll free numbers which give customers uninterrupted, hassle free, free and immediate service along with personal touch towards solving varied queries (Hawes, A. 1994). Secondly, the company should suggest for effective policies, processes and regulations in place for efficient decision on problem solving which in turn should be properly documented in a written form for better clarity and understanding.
The management must be vigilant and should review the organizations complaint management procedures in tandem with the requirements. Proper forecasting of the budget required for better customer service and complaint handling measures should be a necessity and allocation of funds for this complaint management system needs detailed study. The employees working in this department should be selected in a manner who strives for a balancing act between the organizational goals and the customers’ mindset (Hawes, A. 1994).
Finally, the basic requirements for a perfect complaint management are ? Select suitable places which are accessible by customers for solving problems. ? Record them in a process. ?Acknowledge and investigate the complaints and their findings. ?Provide a solution and follow up by maintaining a documented evidence of the complaints (Hawes, A. 1994). References: Amazon, (2008). Customer Centered Six Sigma: Linking Customers, Process Improvement, and Financial Results , Retrieved 26/7/2008, from http://www. amazon.
com/Customer-Centered-Six-Sigma- Improvement/dp/0873894901 Hawes, A. (1994). Managing Consumer Complaints: Responsive Business Approaches To Consumer Needs, U. S. Department of commerce office of consumer affairs, Retrieved 26/7/2008, from http://consumerlawpage. com/brochure/mcc. shtml Kotler, P. (2005). Marketing Management, 10th edition, Prentice-Hall India, New Delhi. Sveiby, K. (2001). What is Knowledge Management? , Community Intelligence Labs, Retrieved 25/7/2008, from http://www. co-i-l. com/coil/knowledge-garden/kd/whatiskm. shtml