Customers, process and people
A Standard Life case study

Page 1: Introduction

Customer service describes the activity of identifying and satisfying customer needs and, over time, exceeding customer expectations. This case study focuses on how Standard Life has extended its marketing mix beyond the traditional four Ps, Product, Price, Promotion and Place to create a modern focus on Customers, Process and People. This extended marketing mix involves: listening to and...
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Page 2: Customer focused

Standard Life, like many traditional British organisations, was based on a top down hierarchical approach. Managers relayed instructions down through the chain of command. Today, this is no longer appropriate. Modern service workers deal directly with customers and they require confident interpersonal skills to develop one-to one relationships with customers. People who are well trained, supported...
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Page 3: Processes and people

Some of Standard Life’s processes are directly concerned with external customers, such as sales, after sales services and product development. Some processes support the business internally, such as human resource management and systems development. Ownership for these processes has been allocated to specific senior managers. Most changes were considered an enhancement of the existing...
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Page 4: Strategy

As its starting point, the TCS management process sets out the overall direction the company wants to take and the working environment it wants to create. Five key elements serve to provide people within the company with this clear sense of direction and define the culture it wants to establish. Mission, values and vision A mission describes the purpose of a business, outlines its reasons for...
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Page 5: Performance measures

Having discussed the change strategy Standard Life pursued, it is necessary to examine the measures required to assess and evaluate the performance of the management process. Traditionally success is measured in financial terms. Although these are important to any business, they are no longer sufficient on their own and should be supplemented by other measures. A balanced approach has been taken...
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Page 6: Conclusion

Standard Life is a customer focused company, simultaneously concentrating on its customers, processes and people. Continuous improvement lies at the heart of its TCS management process. Successful companies are those that embrace change as an integral part of its culture. Sustaining continuous improvement is the most challenging phase of the change process. Get it right and the reward is customers...
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Related: Argos
Case studies in Business Case Studies

  • Edition 10 Identifying customers and meeting their needs

    As a result of carefully reading the Case Study, students should be able to: understand the importance of a mission statement, and know that Argos’ mission statement focuses on giving customers value for money by providing them with a convenient shopping experience, explain why segmentation helps an organisation to identify and meet the needs of customers and understand how frequency of visitors to an Argos store or site is a good way of segmenting customers, know what is meant by a growth strategy and give a brief explanation of how Argos is seeking to grow.