Publications
Publications
- January 1991 (Revised January 1993)
- HBS Case Collection
Xerox Corp.: The Customer Satisfaction Program
Abstract
In August 1990 the president and executive vice president of Xerox are reviewing the progress made on its customer satisfaction program. The emphasis placed on the program, the success of the program to date, and the drive to achieve the corporate goals of customer satisfaction motivate this review. At Xerox customer satisfaction is the number one priority, ahead of return on assets (ROA) and market share. The case focuses on analyzing the strategic role of the customer satisfaction program, its goals, and the action steps for implementation. Also described are the customer satisfaction measurement system, the data analyses, and follow-up. To increase customer satisfaction and to drive the organization to higher levels of performance top management believes that Xerox should offer a satisfaction guarantee. Market research has been conducted on customer responses to four different types of guarantees. A decision has to be made regarding the type of guarantee to introduce.
Keywords
Citation
Menezes, Melvyn A. "Xerox Corp.: The Customer Satisfaction Program." Harvard Business School Case 591-055, January 1991. (Revised January 1993.)