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Customer Oriented Approach

The document discusses the customer orientation of Parcelforce Worldwide. It provides background on Parcelforce, noting it was originally part of Royal Mail and was rebranded in 1990. Parcelforce uses a "hub and spoke" system with major hubs in Coventry. The document states Parcelforce has adopted a unique selling proposition focused on understanding customer needs and behavior to differentiate itself from competitors like DHL and UPS. It collects customer information to provide better after-sales service.

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474 views3 pages

Customer Oriented Approach

The document discusses the customer orientation of Parcelforce Worldwide. It provides background on Parcelforce, noting it was originally part of Royal Mail and was rebranded in 1990. Parcelforce uses a "hub and spoke" system with major hubs in Coventry. The document states Parcelforce has adopted a unique selling proposition focused on understanding customer needs and behavior to differentiate itself from competitors like DHL and UPS. It collects customer information to provide better after-sales service.

Uploaded by

ahmad_scorpio
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as DOCX, PDF, TXT or read online on Scribd
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Customer orientation is often a taken-for-granted fundamental principle within the
management practice. Managers give emphasis to ³stay close to the customer´ and to ³put the
customer at the top of the organizational chart´ and consequently define the purpose of a
business as the creation and retention of satisfied customers. Many firms, however, tend to
fail to direct their businesses toward their customers. For managers in any type of businesses,
developing a customer-oriented organization is always a big challenge.
Since the late 1980s, marketing researchers have conducted a number of empirical
studies concerning customer-oriented organization1 in the name of ³market orientation´
(Kohli & Jaworski, 1990; Narver & Slater, 1990). These studies mainly focus on antecedents
and consequences of a market orientation through cross-sectional surveys. Until now,
however, only a few researches have empirically investigated the question of ³how´ a firm
can actually be customer-oriented.
This paper tries to answer this question from a cognitive perspective on organizational
culture. Although researchers agree that market orientation is a kind of organizational culture
(Day, 1994; Narver & Slater, 1990),
Hereafter, a ³customer-oriented organization´ is used to refer to an organization that
embodies the marketing concept. Internal dynamics of customer-oriented service
organizations

    

The Parcel Post service of Royal Mail was started in 1883, though parcel service¶s operated
by the railway companies, later Red Star Parcels and British Road Services, were also heavily
used for many decades.

Royal Mail's business was separated into three divisions in 1986, and in 1990    
   was rebranded as     .      

 is a courier and logistics
service in the United Kingdom. Parcel force Worldwide is a trading name of Royal Mail
Group Ltd.
At the time of its inception the Post Office reform (regarding future privatisation) was being
debated in Parliament leading to Michael Heseltine amongst others debating all aspects of the
dissolution of the national postal service including the proposed livery of the Parcelforce
operation and the loss of the Royal crest.

Its international partner network allows it to extend its delivery reach worldwide. Its
European delivery partner, also part of Royal Mail Group Ltd, is called : , (:  
 ) and delivers more than one million parcels a day across 34 countries in
Europe. Parcel force Worldwide is a direct competitor of other worldwide delivery brands
such as DHL, FedEx and UPS.

Parcel force Worldwide operates a "hub and spoke" collection and delivery system with two
hubs based at Coventry, adjacent to the airport. One hub is for UK parcels and the other for
international parcels. The UK hub, one of the country's largest buildings, is a highly
automated tracking and sortation centre covering 43 acres (170,000 m2 ) which can handle up
to 40,000 parcels an hour.

Parcel force Worldwide was the first express carrier in the UK to give its customers the
option of sending their parcels carbon-free. (Parcelforce 2010)

c  
     

The parcel force has adopted the unique selling proposition (USP) as the main approach
relation to the customer.
         Review or evidence presented by the seller of a product or
service which differs from the other competitor. Also the other form of advertising and
marketing is called ³unique selling proposition´. For better use of this approach it should
contain following main points as under:

O?         : parcel force used this strategy to acquire the
existing customers. This strategy helps us to understand the customer¶s need very
effectively. Also it can differentiate with the other competitors like DHL, UPS etc.
And by using these approach parcel force as successfully achieved its goal of keeping
existing customers.
O? ¢     ! " 
 !  
   : parcel force used this
approach for knowing the customer behaviour for delivering the best customer
services. Also it drives the force in the way they work and motivates other. Further it
analysed these on basis of age, gender, income, race and location. It helped the parcel
force to deliver the parcel in time.
O? :"    !     as a part of the
royal mail to deliver the parcel services, sources of information needed to be
collected. Parcel force depended on the customer information for using their services.
And by these they provided the best after-sales services ensuring any problems are
dealt with considerately and on time. (100, 2009)

 

1.? Day, 1994; Narver & Slater, 1990


2.? http://en.wikipedia.org/wiki/Parcelforce
3.? Kohli & Jaworski, 1990; Narver & Slater, 1990
4.? Times 100(edition 14).

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