Xerox Recommite to Its Customers

1. Xerox commits to customer value

Companies today are constantly looking for effective methods to evaluate customer satisfaction, both to retain and to attract customers. Customers have access to a multitude of sources on the internet to evaluate products and a variety of companies that offer that product. In order to obtain accurate information, a company must keep the customer satisfaction high with ongoing communication. Companies also need to accurately assess the market place to assure that they are targeting the right segment needs with their product.

This paper will review some of the strategies Xerox has put in place to attract and retain customers. Their goal is to have 100% customer satisfaction. The second half of the paper will discuss the criteria Xerox uses to distinguish its segment or target markets to increase its customer base.

2. Xerox plans to achieve its goal: 100% Customer Satisfaction

Consumer power is increasing every day. The media, online product reviews and blog postings all exploit the strengths and weaknesses of a product. It has become essential that companies remain sensitive to the technology grapevine. Today’s companies must address any customer dissatisfaction before it hits the air waves.

Xerox has become very skilled at the art of customer satisfaction. Everyone, from the executives to the receptionists, understands the role they play in the customer’s perceived product value. Even though Xerox is a business-to-business selling model, all Xerox employees are made aware that they are answering to an individual whose image, job, or promotion depends on product performance. “Customer perceived value (CPV) is the difference between the prospective customer’s evaluation of all the benefits and all the costs of an offering and the perceived alternatives.” (Kotler & Keller, 2009, pg. 60). Perceptions include customer cost/benefit, product cost/benefit, time cost/service benefit, energy cost/personnel benefit,...