Accellion Case Analysis

De La Salle University- Dasmariñas

College of Business Administration and Accountancy

The Accellion Service Guarantee

Case Analysis

A case study submitted in partial fulfillment

of the requirements in

Services Management

Submitted by:

Jay Mark Hallasgo

Emmeline Castillo

MKA44

Submitted to:

Ms. Chona Bautista

August 2015

1. What is the marketing impact of a well-designed service guarantee?

There are a lot possible marketing impacts of a well-design service guarantee. Having this might increase credibility of the company that helps to build long term loyalty to their customers. This also allows the company to properly communicate the service level and service standards the customers can expect from the company. With this, the perceived risk of purchase decision of their customers can be reduced. Moreover, there will be an acknowledgement of their customers’ needs which their customers may return a proper feedback to their services.

2. Evaluate the design of Accellion’s guarantee shown in Exhibit 1. How effective will it be in communicating service excellence to potential and current customers? Would you recommend any changes to its design or implementation?

3. Will the guarantee be successful in creating a culture for service excellence within Accellion? What else may be needed for achieving such culture?

Yes, by developing systems for accessing and generating significant and consequential customer feedback, conveying much focus on customers’ demands and expectations, underlining the financial costs of quality failures so it can lead to the identification of potential fail points, and by reducing the risk in purchase decision and building long term loyalty.

4. Do you think customers might take advantage of this guarantee and “stage” service failures to invoke the guarantee? If yes, how could Accellion minimize potential cheating on its guarantee?

Yes, cheating may and will happen, but...