Customer Satisfaction
Essays

McCarran International Airport Las Vegas, Nevada

FunTime is going through a very disruptive time in their business model as larger, more well-financed competitors are challenging them at a local and regional level, undercutting the FunTime differentiated approach of using local, high quality suppliers and selling. The diagnostic model that best fits the FunTime case study is the organization. Bill Richardson, CEO and founder had been able to keep the entire organization focused on customer satisfaction and the pursuit of high quality snacks when the company had not been challenged by stronger, more focused competitors at the regional levels. Yet as the case study continues it's clear the distribution and pricing strength of competitors is beginning to force each region to act against the core values and principles of the FunTime business model and corporate culture. From the price discounting and source of inferior snack products to the reliance on market development funds (MDF) and incentive programs, FunTime's regions are beginning to fracture and splinter away from the company. Worse, the pace of new product introductions by Frito-Lay, Borden's Nabisco and Procter & Gamble (P&G) are also forcing the FunTime regions to seek out low-quality products as well to keep up the pace. All of these factors are causing Bill Richardson concern and he acknowledges there needs to be discussion at the corporate level to solve the continued friction in each region against company core values and the heightened competitive pressure on the company overall.

The transformation of First American Corporation (FAC) from a $60M loss in 1990 to $211M in 1998 can be attributed to the greater levels of effort and high priority placed on putting the customer and their needs at the center of the business. The many investments in Customer Relationship Management (CRM) systems, analytics platforms, integration of marketing, sales and financial reporting systems which combined to form the VISION data warehouse are pivotal to the ongoing efforts at attaining profitability and performance. As FAC has been able to achieve significant results using the Tailored Client Solutions (TCS) strategy, the most critical success factors of this framework can all be attributed to how they unified customer experiences across all segments First American serves. The initial results have been impressive, yet there is much more work that needs to be done in order to gain even greater profitability and customer loyalty. The intent of this assessment is to illustrate how FAC can continually gain greater market share while increasing customer loyalty and profitability in the process. The formidable investment in analytics, BI and CRM systems is paying off, yet there are additional initiatives FAC can take to further grow beyond its current constraints and become a dominant force in the industry. The Tailored Client Solutions (TCS) strategy that includes client information, flexible product lines that can be customized to customers' specific needs, support for distribution management, and consistent service are also proving to be a scalable, highly effective platform for serving the three dominant customers as well. What needs to be included is more of a focus on how to transform these customer experiences into a foundation of ongoing trust. With the series of insights and recommendations gained from this analysis, FAC will be able to become a trusted advisor to its most valuable clients while also using the pervasive analytical platform to better understand their needs, preferences, wants and requirements. It is the intent of this analysis to show FAC how best to accomplish greater customer loyalty, increase customer trust and understand customers to a greater depth and with greater insight than ever before. All of these efforts are unified by deliberately choosing to deliver a perfect customer experience to every customer on every interaction.

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