Customer service as a strategy
A Parcelforce Worldwide case study

Page 1: Introduction

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Parcelforce Worldwide is part of the Royal Mail Group Ltd. Royal Mail Group has three main operating brands: The Post Office Ltd provides counter services to the high street customer Royal Mail manages the delivery of letters and packets Parcelforce Worldwide provides express parcel delivery services for businesses and consumers Parcelforce Worldwide has over 30,000 business customers in...
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Page 2: Business strategy

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Businesses have aims and objectives. Aims are the long-term targets of the business. Objectives are the steps that help to achieve these aims. Objectives should always be SMART that is, they should be specific, measurable, achievable, relevant and set within a timeframe. This enables a business to assess what the objectives contribute to its overall aims and when they will be achieved...
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Page 3: Customer service as strategy

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Parcelforce Worldwide operates within the tertiary or service sector. Customer service is important in this sector. This is because many tertiary sector industries provide similar products and services at similar prices. This makes it difficult to compete using a product orientated approach. In these types of markets, it is not easy to adjust the four elements of the marketing mix - product...
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Page 4: The Implementation of customer service

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To improve its customer service, Parcelforce Worldwide has undertaken a “gap analysis”. This is a detailed exercise that assesses: where the business is now where it wants to be what it needs to do to achieve that and how Parcelforce Worldwide is using this analysis to identify the key service touchpoints for customers. Customer service has an impact in six main areas of the...
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Page 5: Evaluating the impacts, costs and benefits of customer service

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Research shows that it costs about five times more to gain a new customer as it does to keep an existing one. Parcelforce Worldwide places an emphasis on retaining its existing customers. Its key objective is to have satisfied customers, who will use the service again in the future. Parcelforce Worldwide recognises that its people are a key element in delivering customer satisfaction. All staff...
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Page 6: Conclusion

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Parcelforce Worldwide is a major player in the parcel delivery market in the UK. It also provides international services by partnering with other providers around the globe. The parcel delivery market is highly competitive. Parcelforce Worldwide needs to differentiate itself from the competition. It has adopted a strategy based on quality customer service. This distinguishes its business from...
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