Review your selected company\'s website www.cabelas.com and observe and evaluate

Question

Review your selected company's website www.cabelas.com and observe and evaluate the following:

Observe:

You should have received multiple company communications at this point. What do you make of the company's activity?

Review your selected company's customer service policies.

Note how your site is providing customer service.

Evaluate:

How well does your company communicate to their customers and build a relationship?

How well is your company providing customer service?

Are there any ways specific ways that are particularly good or especially problematic?

Recommendations:

Make recommendations on how your company can build stronger relationships with their customers.

Make recommendations on how your company can improve their customer service.

Explanation / Answer

Observation

1. Company’s communication activitiy is primarily focused on signing up customers into their club program. Huge discounts are offered to club members on all range of products. Cabela’s products are made for adventure lifestyle and hobbies like hunting, fishing, camping, boating and shooting. Gift promotion activities for the Christmas season and sponsored events with partner organisations are being communicated. Social media sites like Facebook, Twitter, Pinterest and YouTube are used for communicating online.

2. Customer service policies at Cabela’s include the following:

3. The wesbite is providing customer service through FAQs answering most of the common queries that customers may have. There are email contacts, live chat feature and call numbers that customers can access through the website. For quick and immediate response, the website customer service provides an unique number known as Cab Supprot ID.

Evaluation

1. The company builds relationship through club membership, sponsored events and providing information through articles and brand partnership.

2. Customer service is highly responsive, the policies are clearly stated and multiple contact points and communication media are used. Customer reviews and star ratings help in guiding customers in selecting the right products.

3. The live chat feature of the website is particularly good since it allows direct interaction with customers who can get their doubts clarified instantly. On the negative side, the website is cluttered with too many promotional offers that makes it problematic for users to understand each of the different offers and choose an appropriate one.

Recommendation

1. Stronger relationship can be built by giving more space for interactive customer stories about their experiences, rather than just highlighting the various commercial offers. That would help develop a stronger brand loyalty and help the company move up on the hierarchy of the consumer based brand equity.

2. Customer service can be improved by removing anonymity of the servicing team. Allow customer engagement team to build personalised relationship with the customers on social media. Create a community amongst users to share knowledge and feedback.

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