The paper 'AT& T Service Blue Print" is a good example of a marketing case study. AT& T is one of the prominent companies in the telecommunication industry. The company offers different goods and services to the customers in the telecommunication industry. The company has been operating for decades and it is well known for offering internet services as well as mobile phones. The service blueprint is an important concept of marketing which involves the graphical representation of how elements of a service interact with one another to form a larger service experience.
Service blueprint plays an essential role in terms of obtaining information about the customer experience (Kotler & Armstrong, 2013). Service blueprint of the company is therefore for the purposes of analyzing the customer experience with regards to the acquisition of a new phone. Customers are usually faced with existing moments during the acquisition of a new phone. The view of the customer with regards to the process of getting a new phone can impact negatively on the perception of the company with regards to the service provider. The negative experience by the customers may be as a result of poor services, waiting for too long in order to get the phone or terms of the contract.
Understanding the needs of the customers is therefore important in terms of ensuring that the needs of the customers are met. The blueprint is also useful in ensuring that the negative perceptions and the attitudes towards the company are understood and minimized. The paper thus discusses the service blueprint of AT& T with regards to the process of acquiring a new phone. Discussion Key customer and employee actions The first customer action involves looking at phones and devices.
This is for the purposes of making choices with regards to the purchase of the new mobile phones. The customers can visit the online stores of the company or the retail stores in order to view the phones and devices. It is through looking at the mobile phone devices that the customers are able to make choices with regards to the purchase of mobile phones. Choosing a phone is the second customer action after they have looked at different mobile phone devices.
The process of choosing the mobile phone is critical for the customers. This is considering that the customer choice is dependent on various factors including the preferences of the customers (Jobber & Ellis-Chadwick, 2012). It is also at this stage that the attitude of the customers with regards to the organization can change. The failure of the customers to obtain their required mobile phones can impact negatively on the attitudes and perceptions of the customers. The needs of the customers with regards to mobile phones are also varied.
The third customer action involves signing the contract with the company after making the purchase decision. During this process, the customers are required to read and understand the terms and conditions of the contract. In most cases, the customers fail to read the terms and conditions of the contract. This may impact negatively on the purchase process once the customers encounter certain problems in relation to the contract. It is the responsibility of the company to ensure that the customers have fully understood the terms and conditions of the contract.
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