I don’t know anyone in customer relations/service or my

Objective: Case
Study 1.net/ec/crs/contentItem.learn?CourseID=4302100&47=7297853&dt=8/30/2010+5:47:54+PM&UnitNumber=3&COID=141&UPK=19829940&UDPK=107207759&UT=1#top”>.0/msohtmlclip1/01/clip_image001.png”>

1. Interview: After completing your assigned readings
for this week, interview someone who has a customer relations/customer service
role or responsibility where the person has organizational responsibility and
knowledge of the company’s customer relations policies. This person could be in
your own organization or in any other company. Ask the interviewee to describe
the role and importance of customer relations/customer service to the
organization and the top three customer relations/customer service issues faced
by the organization. In case of a last minute conflict it is best to have a
second choice lined up.

2. Supporting Research: Based on what you learned in
the interview, you’ll conduct online research using scholarly resources, which
can be found in the DeVry Online Library (available under Course Home) and
online research sources such as Google. Locate at least four articles (two must
be from scholarly resources) that discuss the current business climate for this
company for inclusion as sources in your paper. What are current trends in this
business (or in the overall industry of which this business is a member) that
might impact customer service, customer satisfaction, or customer loyalty
positively or negatively?

A.) Toyota is a business in the auto industry. Customers
want safe cars. Toyota has had a series of setbacks in recent months from
brakes failures to acceleration issues. Toyota has a history of great customer
relations, but now appears to have to re-shape its image. Other car companies
are using safety and quality messaging against Toyota (insert accurate APA
in-text source citation here). Toyota needs to address its customer service
programs and customer relations for both existing customers and potential new

B.) Yume, the owner of a local Thai restaurant, has recently introduced a
customer loyalty program where customers earn points for purchases that can be
redeemed for free food and drinks; and customers love it! The American
Restaurant Association says that loyalty programs are growing in popularity,
especially in small boutique establishments, where there is a more personal
connection between the owner and the customer (insert accurate APA in-text
source citation here). Yume’s customers are very loyal and very satisfied, so since
service improvement may not be entirely necessary, she may be able to expand
her relationship with her customers by selling her sauces and cookbooks to her
customers. This venture may also attract new customers!

Potential Research Sources
Moody’s online database
ABI/Inform database
Each of these resources contain business articles and other
resources that may assist you in answering the case study questions.
3. Analysis and Recommendations: Using what you’ve
learned from the interview and your research, analyze the customer service
environment at this company. How can customer service be improved? What are
your recommendations to this company based on what you’ve learned?

4. Additional requirements: Prepare a 750 word
(minimum) paper addressing these questions, using APA style and formatting. Pay
particular attention to the accurate citation of your interview source and your
secondary research sources. Full contact information for your interview source
(interviewee name, company name, phone, and email address) is required, and
should be included as a separate Appendix page following your Reference page.

Week 1: Conduct Interview.net/ec/crs/contentItem.learn?CourseID=4302100&47=7297853&dt=8/30/2010+5:47:54+PM&UnitNumber=3&COID=141&UPK=19829940&UDPK=107207759&UT=1#top”>.0/msohtmlclip1/01/clip_image001.png”>

During Week 1, you should decide who you are going to
interview for the case study, make arrangements for the interview, and conduct
the interview.

Week 2: Conduct Research.net/ec/crs/contentItem.learn?CourseID=4302100&47=7297853&dt=8/30/2010+5:47:54+PM&UnitNumber=3&COID=141&UPK=19829940&UDPK=107207759&UT=1#top”>.0/msohtmlclip1/01/clip_image001.png”>

During Week 2, you should be conducting your online research
and begin to write your paper.

Week 3: Write and Submit Case Study 1.net/ec/crs/contentItem.learn?CourseID=4302100&47=7297853&dt=8/30/2010+5:47:54+PM&UnitNumber=3&COID=141&UPK=19829940&UDPK=107207759&UT=1#top”>.0/msohtmlclip1/01/clip_image001.png”>

During Week 3, you’ll finish writing your paper. Review the
APA Guidelines for Citing Sources in the APA Tutorial in the syllabus for
guidance on how to accurately cite your sources. You’ll ensure that the body of
your paper, excluding cover page and sources, exceeds the 750-word count minimum,
and that all of the assignment requirements (interview, four research sources,
two of which are scholarly, analysis and recommendations) have been met. Then
you submit your paper.


Case Study FAQ

Here are some Frequently Asked Questions about this

Q1. I don’t know anyone in customer relations/service or
my company doesn’t have a customer service function. What do I do?
A: Find someone with customer relations/service
responsibility, in any business, anywhere. You may have to get on the phone and
make some calls. Tell them you are a college student and need 10 minutes of
their time. People are almost always happy to help a student.

Have a backup in case your first choice for an interview has a conflict at the
last minute. Conflicts and conciliation can happen so it is best to be
Q2. Do I have to do an interview?
A: Yes, a personal or phone interview with another person is
required. Full contact information for the source should be provided in your
paper for verification purposes.

Q3. I do this for my company, can I just talk about my
A: No, see #Q2 above.

Q4. My firm doesn’t have customers, what do I do?
A: Every organization has a destination for its products or
services – even government agencies, non-profits, and charities. You can use
internal or external customer relations and service issues for this paper. If
this is still an issue, see Q1, above.

Q5. How do I cite a personal interview as a source
A: See the APA Tutorial in the course syllabus.


Points Received

Points Allowed



Use of course


research on the industry, competitors and the organization?


Direct quotes
from the person interviewed along with their contact information


specific, actionable recommendations would you give for improving customer
service at the organization?


Accurate and
complete APA-compliant source citation:


formatting, (Spelling and grammar, fonts, page breaks, headers/footers, cover
page, reference page):


Meets or
exceeds length requirements: (750 words)


Spelling & Grammar




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