Assignment # 4

1. For the company your team has selected, identify:  


The 3 elements of the service-product bundle  


1) The tangible service:( explicit service)-----There are different sections of customer service. Employees are well trained in the technological aspect to answer and assist the customer needs for a specific item. One to one service. They provide online services, store technical support as long you are an apple customer, replacement of item the customer is not satisfy. A customer can stop by any apple store in the country for technical support. The apple call center is open from 4am to 11pm pacific time. 1-800-MY-APPLE (1-800-692-7753) or www.apple.com  


2) The psychological benefits of the service: (implicit service)-----the service quality that apple store offer is well recognized. People come out satisfy by the treatment concerning an issue, technical support or just by getting information for the first time ether at the store, online or by phone. Making people feel good about good treatment and support in general to fix the problem is a key to keep the customer happy; to keep bringing them back and referring others.  


3) The physical goods: (facilitating goods)------Apple offers guaranty on every item they provide with and satisfaction on quality of it. Apple is one of the best technological companies recognized around the globe. Offering amazing product performance such as the iphones, laptops and others.


The cell they operate in on the service matrix  


Apple is a co-routed company. Customers have some decision-making options but the products are standard made through repeatable sequences. The process is moderate with flexible flows with dominant paths that can be flexible.  


Some types of customer contact they encounter and how they respond to it. Do they use self service?

Apple encounters all types of forms of customer contacts, but it all depends on the process the customer is going through at the moment.  They mainly use Internet contact or face-to-face.  Internet is more for purchasing purposes, for instance you can go online and shop for an Apple product and even make it more your own with minor customizations.  You have the option of face-to-face if you go to a store and look to make a purchase.  Their customer service is face-to-face, they help you with what you want and need as your there in there store.  They have access to many of the products right behind the registers, so whether it’s a purchase or an exchange, they have someone take care of your needs. They don’t do self service because they try to put themselves on a friendlier level with the customer.  They come to you from the second you walk through the door and they take care of you whether you’re there for iPods or Mac Books. The majority or of their customer contact is face-to-face, which works greater for Apple to the range of people their product reaches out to.

Do they use technology? Do they use focused operations? How do they support employees?  


One of the technologies Apple uses is the internet address, http://www.apple.com, which has plenty of features consumers could use to contact apple for issues such as technical support or questions about the online store itself. The ApplesCare’s Support site is a good link for asking questions in regard to technical problems that could be accessed by clicking the contact us on the bottom right side of the web site page . Consumers could also purchase hardware, software, and other accessories by clicking on one of the item icons which follows after. The telephone is another source of technology where customers could also purchase items and could speak to a representative and ask questions about any technological issues. Based on the different operations in the company all the employees work on different departments at the same time that includes design, hardware and software. One way apple supports its employees is through the use of compensation packages including 401k plans, health insurance, and vacation days. Apple also offers educational opportunities especially for graduates and interns who want to gain knowledge that will help them in their career.  


What types of service recovery and guarantees do they offer?  


Apple offers in all their products a One year, limited warranty. A call to tech support is offered during a 90 day period. After six months of the product's purchase, the product is only serviced but parts cost will not be covered. They offer an extended warranty for almost all their line of products, which extend the warranty to a full three-year coverage. Important to note that warranty does not cover accidental damage. 




2. Read the BW article on Change by design and comment. The Business Week Article talks about the innovation that designers have, and the implementations in the different departments of an organization. Management needs to look upon their own staff members to see what can be approached in a different way to better the work environment and increase productivity. Designers have what most of management personnel are looking for, which is that innovation to think outside the ordinary. To think about the newest and most innovative idea is what drives today's market and in this article it is made clear that everyone should have an innovation personality in us to make a more productive work environment and especially for Management to bring out creative goals and tasks.