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Customer Relationship Management Case Study

Case Title:

Delighting Customers: US Grocery Retailer Wegman's Way

Publication Year : 2010

Authors: C Saigeetha, L Ravi, A Syed

Industry: Retailing


Case Code: CRM0005IRC

Teaching Note: Not Available

Structured Assignment: Not Available

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US grocery retailer, Wegmans', became known for a unique concept - customer service through employee satisfaction. The US retail industry in 2008 was going through challenging times as it tried to cope with customer requirements and expectations which were higher by the day. Many retailers which adopt the every day low pricing approach are looking at different ways to retain their customers. The case debates the sustainability of Wegmans' by virtue of its using their 'customer service through a motivated workforce' as its unique selling proposition in a market where retailer giants like Wal-Mart are in the fray.

Pedagogical Objectives:

  • To study the significance of customer service in the retail industry.
  • To analyse the link between motivated employees and customer service.
  • To comprehend the concept of service profit chain analysis, the long-term sustainability of Wegmans' strategy.

Keywords : Best place to work for, Customer satisfaction, Employee satisfaction, Service profit chain analysis, Grocery retailer, Customer loyalty, Consistent low price, EDLP (every day low pricing) approach, Retail

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