CASE STUDY ON

XEROX CORPORATION:
THE CUSTOMER SATISFICATION PROGRAM

SUBMITTED TO: Professor Dr. D.D Swain Associate Professor (Marketing)

SUBMITTED BY:Suman Sekhar Pradhan 1st Year PGDM

DATE-17TH JULY,2012.

DECLARATION
I Suman Sekhar Pradhan, 1st year PGDM at IMI Bhubaneswar declare that the case study analysis has been entirely done by me and no help has been undertaken by others in any form. I have tried my best to be linear with the information, that I could collect for the case study.

REFRENCE
Case material provided by Harvard Business School and IMI logo on internet. I also took some references from the book Marketing Management by Philip Kotler, Levin Lane Keller, Abraham Koshy, Mithileshwar Jha. I took some valuable data from the web sites such as my mba.com, gethere.com ,and knowledgeboard.com

INTRODUCTION
Haloid Company launching the worlds first viable xerographic office copier in the year 1959, then renaming itself to Xerox. The case is about Xerox journey from being a product centric company to a company that thrived for its customer base and sailing through the ups and downs in business world to retain the worlds dominant copier player through innovations and customer orientated programs. With an annual air spend of $39.6 million globally and nearly 19,000 traveler profiles, Xerox continually looks to Get There for new, cutting-edge travel procurement solutions. A Get There customer since 1999, Xerox has accomplished difference-making results by constantly enhancing its travel program. On the way to becoming one of Get Theres earliest and highest adopting customers, the Xerox travel team consistently leveraged the support of its executive team. Through their endorsement, Xerox has successfully implemented a wide array of solutions. It also shows that due to competition in global market a scenario was created, where sales felled along with a very big dip in customer satisfaction. I have tried to drop the light on those points which lead to all these issues,and tried to have some recommendations to reimburse some profit making ideas along with customer satisfaction.

ISSUES
1. Around the era of 70's Xerox was r the market dominant, but its market share declined almost from 100% that was in 1970 to almost 40% in 1980. 2. The management also lead more emphasis on expansion programmes, thereby investing large money ,manpower and time. 3. There was a huge competition in the market as upto 23 companies were fighting to be the dominant whether in low volume market,medium volume market or it be high volume market. 4. To lure more customers, they tried various variations in their manufacturing ,leading to high expenses 5. Japanese companies were the main competitors as they were selling copier machines at the price of Xeroxs manufacturing price. 6. Moreover the other players in the market were engaged in inventing products that were more effective and convenient to use. 7. The other point was due to lack of marketing capabilities and less service areas. 8. Since they were always in to making profit,they fared very poorly in customer support and handling team. 9. The other players were busy in adding new smart and more productive products.

SOLUTIONS
1. Xerox tried implementing a new strategy known as Leadership through quality (LTQ) that ensured customer satisfaction becoming the first priority. 2. The top management took active part in monitoring the problems and had a got suggestions being implemented for customer satisfaction. 3. Company was restructured and its primary motto was "quality". 4. LTQ was merged with practices of management that ensured quality, preventing defects and customer satisfaction. 5. They tried to train their employees in quality tools, develop new goals, and motivated them . 6. They reduced the support staff as compared to manufacturing worker ,there by developing smaller reinforcement teams for shortening the product development cycle by 30%. 7. As earlier they lagged in quality tools, so they also tried to bring out smart devices along with multi type copying facilities. 8. New format of customer satisfaction program was carried that include CS code of conduct, customers relations groups in most of operational districts. 9. They handed over their marketing strategies to United States Marketing Group. 10. They laid emphasis on improving their product distribution medium/channel. 11. They started giving warranty on machines and provided good after sale service.

CONCLUSION

Hence after studying the handout it was clear that Xerox developed an extra ordinary proactive attitude towards the development of its customer relation program which in a nut shell helped to know the basic wants of customer that lead to emphasized on inventories and better products and the decisions taken by management are still the bench marked practices as of now and surely it helped them to regain their position in their market with a good will in customers heart.