BUSN 501 Case Study

BUSN 501 Case Study

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The Importance of Customer Service

With an excellent reputation in the food industry, At the Beach is a high-end brewery that has built a reputation for providing nationally recognized craft beer.  At the Beach also supplies quality food by bringing in local food trucks to provide their customers with great food while enjoying their craft beers.  Top notch customer service is the last component which keeps their loyal customer base.

At the Beach’s clients include men and women from all different demographics who are over 21 years of age.  It’ mission statement is: “At the Beach is dedicated to providing our customer’s with world class craft drinks in an atmosphere that makes them feel as though they are “at the beach.”

If a company desires to be a leader in their industry, they must go above and beyond the minimum customer expectations.  The company must somehow differentiate themselves from the competition.  At the Beach would not be able to maintain it market leadership if they had poor customer service.  In this industry, it is easy for customers to switch to a competitor.

The focus of this scenario is to demonstrate how a company can stay ahead of the competitor by providing excellent customer service.

Organizational Structure

Three friends moved to Florida after retiring and opened their dream company, “At the Beach”.  At the Beach started as an LLC with all three men being equal owners in the business.  The team hired a manager to oversee the operations of the brewery.

CFO – Beth was hired to manage all financial aspects of the business.

Front-End Manager – Zach was hired to manage all aspects of the front-end of the business.  The front-end includes managing the tasting room, food trucks, and direct customer service.

Brewery Manager – Ken is responsible for all aspects of the manufacturing of the craft drinks including ordering ingredients, inventory control, supplies, the hiring of personnel, shipping and receiving.

Quality Manager – Chase is responsible for all aspects of instilling quality into the process to produce the highest quality drinks for the customers.  The quality manager reports directly to the owners to ensure they can stop production or shipments to maintain the quality required and expected for the customer.

Customer Service

Businesses exist because of their customers.  For the purpose of this exercise, customer service will include those interactions with the customer from the first point of contact through the purchase decision and customer relationship (after sales).  The goal of customer service should be to satisfy the customer.

Customers can be either internal or external to the organization.  Internal customers are those people in the organization who rely on other people within the organization for knowledge, information, parts, etc.  It is important to note that a company should engage in excellent customer service to both its internal and external customers. It is the belief of many organizations that of they deliver excellent customer service to their internal customers this will trickle down to excellent customer service to their external customer.