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Case Study: The Accellion Service Guarantee.
STUDY QUESTIONS
1. What is the marketing impact of a well-designed service guarantee?
2. Evaluate the design of Accellion's guarantee. How effective will it be in communicating service excellence to potential and current customers? Would you recommend any changes in 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 a culture?
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?
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