Case Study: Hitting the right notes: Santa Cruz Guitar Company For companies fur
ID: 367238 • Letter: C
Question
Case Study: Hitting the right notes: Santa Cruz Guitar Company
For companies further removed from the long-term satisfaction of customers, it’s easier to let quality control slide. Yet there are plenty of ways in which growing manufacturers can pursue both quality and sales volumes simultaneously. Artisan instrument makers the Santa Cruz Guitar Co (SCGC) prove a salient example. Although the California-based company is still a small-scale manufacturing operation, SCGC has grown in recent years from a basement operation to a serious business.
Owner Dan Roberts now employs 14 expert craftsmen, who create over 800 custom guitars each year. In order to ensure the continued quality of his instruments, Roberts has created an environment that improves with each sale. To keep things efficient (as TQM must), the shop floor is divided into six workstations in which guitars are partially assembled and then moved to the next station. Each bench is manned by a senior craftsman, and no guitar leaves that builder’s station until he is 100 percent happy with its quality. This product quality is akin to a traditional assembly line; however, unlike a traditional, top-to-bottom factory, Roberts is intimately involved in all phases of instrument construction.
Utilizing this doting method of quality management, it’s difficult to see how customers wouldn’t be satisfied with the artists’ work. Yet even if there were issues, Roberts and other senior management also spend much of their days personally answering web queries about the instruments.
According to the managers, customers tend to be pleasantly surprised to find the company’s senior leaders are the ones answering their technical questions and concerns. While Roberts has no intentions of taking his manufacturing company to industrial heights, the quality of his instruments and high levels of customer satisfaction speak for themselves; the company currently Santa Cruz Guitar Company. (1 Marks)boasts one lengthy backlog of orders.
Elaborate the level of customer satisfaction and various reasons behind it at Santa Cruz Guitar Company?
Explanation / Answer
Ans-- " Customer is the King " this is the golden line in marketing and this is one of the basics characterstics of customer satisfsction. If an organisation wants to grow up increse its sales numbers customers satisfaction and quality of the product matters a lot in the market, in any field of industries the big brand of companies have reached ther goals and market expansion because of ther cutomers satisfaction and the quality of goods and services they have rendered. The basic features of customer satisfaction are as follows..
As far as Santa Cruz Guitar Company customer satisfaction is concerned the the product it offers to the customer is unique and the method of preparation of the product requires a lot of technical skills as well as after sales service as well. Musical instruments need a lot of technical expertise to be taken care of while manufaturing the product and the customer as well has many preferential understanding, and choice many needs their adjustments as well as added features. After sales services and prompt reply to the customer acts as good customer retention base and it helps to win the customer loyality as well. In sumup the Santa Cruz has taken many intial things to maintains its quality standard and cutomers retention, their stratergy and quality of the product has let the customer to decide who they are and how they do it and this is one of the best ways of wining the customers faith wich is very difficut nowdays.