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As an e-tailer, CanGo is primarily a provider of services: aids to online shopping, delivery, support, etc. A service is any activity that is performed for hire. Such activities can range from pure services that include no tangible good to minor services added to some core product. The service industry is now one of the most important in the U.S. economy. Competition in this industry is fierce, so only those firms that consistently provide outstanding service will survive.

During the last holiday rush, CanGo dropped the service ball. Many customers experienced poor service during their transactions with CanGo, and many of those were irate enough to complain to the firm's customer service department. As you'll see in the Introductory Video, Andrew uses questionable means to highlight what he sees as a problem primarily with operations. However, during the ensuing argument with Warren, some hard truths emerge. Somewhere between what the customer wants and what the customer gets, service is breaking down, and in all likelihood, both operations and marketing are contributing to the problem. As you watch, notice how Liz exerts strong leadership and gets her tussling managers to collaborate on a comprehensive GAP Analysis of CanGo services. In addition, keep in mind how challenging such an analysis can be, given the nature of service products.

Watch the Introductory Video to take a look at how these issues are confronted at CanGo.

 
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