Social Change in America

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While overlooking this chapter the main focus would be the rise and the fall of community service involvement in the 0th century. As we seen during the earlier part of the century many people where more involved and interactive with politics, religion and community. But over the past few decades we have neglected our community and service in our community. In response to this chapter, the idea that every American is moving away from community and more involved in self is absolutely right. How many people do we see picketing in front of City Hall anymore in the act of standing up for our rights? To many Americans are allowing our country to be run by the upper class of politicians in hope that they do not call upon them, due to the fact that they are to busy involved in themselves.

As we look back to the 160's, voting became more popular and the member ship in church became strong. In my opinion, the coming of age audits have not faced any tragedy in which we as peers have had to stand up for what we believe in. The Civil Rights Movement and much other movement that went on during the sixties are no longer an issues and are looked upon as being in the past. In this chapter it mentioned, "77% said the nation was worse off because of "less involvement in community activities". As we all know that this has a great deal to do with the fact that more wives are entering the workplace now more than ever, along with many other reasons that deal with people and their jobs. Such as the time spent going to and from work, etc.

In dealing with the community that means that we are taking away from involving oneself in individual activities. Like watching television in which most American cannot live without. American have become so accustomed to put themselves in only situations that will better them or allow them to become richer that we fail to realize that we have to live within a community. And our community is a direct reflection of ourselves. People tend to be judged based on the nature in which they live. By getting involved in the community and in the church will help not only ones surroundings but will build the foundation for a more aware and safer environment for the people around you. I have also realized that many college students in society today are becoming less involved with politics and the community due to individual engagements such as studying, work, or either private organizations in which they might be involved. In conclusion, in order to increase social involvement we must first find a common interest. Whether it is church, or other activities that promote civil engagement. As a nation we have to get away from being materialistic and become more spiritualist in the idea of family and community.

Please note that this sample paper on Social Change in America is for your review only. In order to eliminate any of the plagiarism issues, it is highly recommended that you do not use it for you own writing purposes. In case you experience difficulties with writing a well structured and accurately composed paper on Social Change in America, we are here to assist you. Your cheap custom college paper on Social Change in America will be written from scratch, so you do not have to worry about its originality.

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Electronic Commerce

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INTRODUCTION

Kaiser Permanente began humbly with a single good intentioned surgeon who aspired to provide medical care for a population of the working class. The reality of economics quickly augmented the plan of practicing medicine when debts were not covered by the doctor due to lack of insurance by his patients. The creativity of developing a prepaid healthcare plan foreshadowed the future of today's HMO's. Kaiser is the leading service provider in the country for healthcare coverage with nearly nine million subscribers. Political reform and patient outcry of unfair coverage practices have transforming the operations of HMO's today from their origins. Electronic commerce has integrated into the business world and must be embraced to survive competitive external forces. Kaiser was successful in their EC implementation through interfacing with their consumers regarding healthcare coverage information. Technological advances were embraced through strategic planning and integrated into the business model to advocate customer satisfaction and retention. Physician interaction with new EC technology has been successful within the Kaiser group where resistance has surfaced in other organizations.

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HISTORY OF HEALTH MAINTIENCE ORGANIZATIONS AND KAISER PERMANENTE

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Kaiser Permanente's origin was during the great depression when Dr. Sidney Garfield established a prepaid health plan for construction workers assembling the Los Angeles aqueduct in the Mojave dessert. Dr. Garfield built Contractors General Hospital near Desert Center, California where he was oriented to patients without insurance and those with insurance had lengthy reimbursement periods. Since many patients were being treated without payments to the hospital, a program was devised for insurance companies to pay the doctor a fixed amount for each worker per day in advance. This prepayment coverage enrolled many workers and brought salvation to the hospital financial concerns. The project was completed and another construction site was identified as having the same problem by Henry Kaiser at the Grand Coulee Dam. Dr. Garfield recruited a team of physicians and solved this problem with the first prepaid group practice for over 7000 people. This project led into the next challenge which was the influx of shipyard workers into Richmond, California for World War II ship production. The number of people to be covered with this plan would be approximately 0,000. In 145, the end of the war brought the current phase of prepaid healthcare we are familiar with today, the publicly available Permanente Health Plan. Kaiser Permanente is Americas largest not-for-profit health care organization which maintains a membership of 8.1 million members in states. "An integrated health delivery system, Kaiser Permanente organizes and provides or coordinates members care, including preventive care such as well-baby and prenatal

care, immunizations, and screening diagnostics; hospital and medical services; and

pharmacy services. Social benefit activities include assistance to the uninsured and special populations; training new health professionals; introducing new delivery and financing methods into the health care arena at large; and through our clinical research efforts, developing and sharing better ways to care for patients." (www.kaiserpermanente.org).

Patient demands and political pressures on HMO's

Government regulations in the health care industry and the emergence of the HMO (Health Maintenance Organization) were precursors in the Kaiser's decision to implement changes in their organization. In 18, a total of $88 million in lost revenue also fueled the changes to a new platform. Kaiser moved away from the traditional method of business communications via paper, telephones, and faxes. The new web based systems that would be implemented would require a $ billion dollar investment to commit to the EC platform (Turban, 00).

With escalating costs in the Medicaid and Medicare programs, Congress looked to HMO's for assistance in 17 when the HMO Act which offered government subsidies to HMO's and gave nonlicensed HMO executives the power to challenge the medical judgment of licensed physicians. The Act also mandated that all businesses with more than 5 employees offer HMO's as a health care option which employers had previously avoided because of increased operation costs. Congress began allowing states to filter

Medicaid recipients into managed care programs whether they wanted to or not through

Medicaid Section 1115 waivers in the early 180's. The Department of Health and Human Services points out that this violates federal Medicaid law which prohibits limits on treatment or choice of doctor. Congress repealed the employer mandate in 15 but the HMO's had established their positions by that time in the market. Health Resources and Services Administration reports that working Americans enrolled with managed care insurance increased from 188 with % to 17 with 50%. Citizens' Council on Health Care states that "By mandating managed care for some patient groups, and by passing legislation allowing HMOs to deny care, the government has assured maximum profit for HMOs, with little risk. Public officials profit politically by promising free health care. Managed care allows politicians to promise health care without actually guaranteeing access to it." (Intellectual Ammunition, 18).

Patient's voices regarding HMO's were heard by the government in the late 10's. Patients were often being denied coverage after their HMO has approved the costly medical procedure. New regulations designed to prevent HMOs from backing out at the last minute and leave consumers to pay the bill were enacted. If a case arose where a HMO would refuse to offer medical coverage, the new rules give the insurance department the power to order the HMO to provide the care, after reviewing the patients case (Patel, 17).

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On February 8, 000, HMO executives met in Dallas, Texas to discuss possible methods of improving their image with the public. "United Health Group, Kaiser Foundation Health Plan, and Humana, pushed for industry wide structural changes that would restore to physicians the power to make treatment decisions without being second-guessed by managed-care administrators. Such a move would require a radical shift in the business practice of most HMO's. It would also confer industry leadership to United Health and Kaiser, which already give doctors exclusive authority to make treatment decisions for patients covered by their plans. The HMO industry has been assaulted on all fronts by lawsuits over treatment decisions, criticism of their business practices, and investor discontent. An HMO reform bill with a limited right to sue that was stalled in Congress for three years had passed both the House and Senate and was in a conference committee awaiting final congressional approval. But the sharpest spur to action for the HMO's is their languishing stock values, which continue to droop despite double-digit increases in the insurance premiums many HMO's charge their customers." (Eliopoulos, 000). Numerous companies invested countless dollars into campaigning for the public's approval. This would not become a reality for the HMO's as they were under fire from consumers, healthcare workers and the government.

According to a news report in September of 000, the 104,000 workers of the Marriott hotel chain have paid 1% premium rate increases for the last two years without any change in the services provided. Brendan Keegan, Marriots vice president of Human Resources stated In the last couple of years they (HMO premiums) have risen quite

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dramatically compared to the previous years." Marriott's employees are currently

switching their coverage from a HMO to a PPO (Preferred Provider Organization) which is also a network of physicians who offer discounted rates without second-guessing of the physician by the insurance clerks. Keegan also states that Right now we believe that the PPO provides a better, greater cost effectiveness and higher quality." (Andrews, 000). This was the emergence of the PPO's which would compete with the established HMO's.

Kaiser Permanente implements EC

Kaiser utilized an electronic commerce platform to set up a comprehensive web site designed to facilitate information between consumers and their organization. Information included on the site is related to individual and group healthcare coverage quotes, benefits, co-pays, enrollment, qualification, locating facilities and physicians, and contact numbers. Kaiser was recognized for achieving the top producing broker status of small business group plans in California in 000, 001, and 00. The shift from utilizing staff to answer phone call banks concerning coverage to the web based quote and service format has increased productivity and revenue for the organization (www.kaiserpermanente.org, 00).

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CHALLENGES WORKING WITH PHYSICIANS

Kaiser Permanente actively recruits and caters to physician needs and professional standards. There are over 11,000 members on staff which operate in multi-specialty teams to deliver quality care (http//physiciancareers.kp.org/aboutpf.htm, 00). This tailoring to the physicians yields higher job satisfaction rates and cooperation with industry trends and organizational goals.

Physicians, as with most people, are not receptive to being dictated or coerced. The favored method of having someone conform to a change within an organization is to have them "buy into" the changes. An example of this could be demonstrating the benefits or reduced work load by utilizing the proposed operational changes. One form of streamlining business is computerized applications such as accessing medical related data through handheld computers. The Handspring Visor has the capability to run software from Franklin Electronic Publishers, Inc. such as The Physicians Desk Reference, The Medical Letters Handbook of Adverse Drug Interactions, McGraw-Hills Harrisons Principles of Internal Medicine Companion Handbook, and The Washington Manual of Medical Therapeutics (Winsky, 001). In addition to referencing text style information, the physicians could also participate in development of a computer based medical record retrieval system such as the Meditech Physician Website which is maintained specifically for physicians using their Health Care Information System. The site was designed to disperse knowledge of clinical systems, facilitate dialogue regarding clinical systems use and development, and promote physician involvement with clinical systems application

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within an institution. (www.meditech.com, 00). Another computerized medical record system has been designed by Clinicare. Their computerized medical record application allows a physician to quickly access a patient's record and view data related to each encounter. The record can be simultaneously accessed from any number of terminals which is more fluid than the previous SQL data base software that locked out the record when it was accessed at a single point. This feature allows multiple healthcare staff members to view information in real time. The software has several valuable functions such as user definable encounter forms, search & select capabilities, editing of records, audit controls, patient profiling, detailed or summary listings, scheduling capabilities, report generators, and tracking for lab results (www.clinicare.com, 00). These capabilities are not merely a matter of convenience for physicians; these functions can increase productivity and save revenue and valuable time.

Establishing physician patient relationships are critical to ensuring an ongoing quality healthcare continuum for the patient's well being. Studies by Beth Israel Hospital in Boston have shown that patient's desire an understanding of their condition, ongoing personal relationships with their physician, and knowledge of the effects of the disease on their lives (Mgebroff, 18). This fiduciary relationship evolved from the patient's dependence on the physician and his or her medical knowledge. There is currently a shift from this model towards a sharing of responsibility for decision making with the patient (www.medceu.com, 00). Patients are increasingly becoming involved with weighing the risks of treatments and alternative modalities through internet education and informed

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consent. Some patients are even meeting with their physicians in cyberspace for their

appointments where they can discuss treatments, review test results, and receive commentary from their personal physicians (Monnich, 001). It is estimated that 70 million Americans have used the internet to acquire health-related information (Anderson, 00). With the face of patient physician interaction constantly changing due to the adaptation of internet information technology; there are problems associated with professional resistance to the potential of the internet. Having a computer screen in an examination room may increase a physician's productivity and improve patient interaction in two methods. The first benefit is the demonstration of the physician's ongoing knowledge of current technology through the presence of the computer screen. The second benefit realized by the physician is the utilization of computerized technology for patient information and teaching. This technology yields increased confidence by the patient in their physician and a better grasp of concepts concerning their disease process and prognosis.

ELECTRONIC COMMERCE APPLICATIONS

Kaiser implemented Business to Business (BB), Business to Consumer (BC), and Consumer to Business (CB) applications within their electronic commerce platform. BB was utilized in setting up web sites for each organization that Kaiser held a contract with and the origination of an expedited shipping service to reduce inventory and storage costs. BC functions were formatted to allow consumers to receive real time pricing quotes and scheduling of their physician appointments. The intranet functions serviced the internal employees efficiently by allowing them to expedite their workload. Examples of this are ordering supplies, equipment and services and accessing pricing options for customers seeking healthcare coverage. Digitized versions of patient medical records and lab reports are accessible easily and accurately to practitioners and clinicians. One of the most important applications within the intranet is the ability to check for possible drug interactions and to suggest cost sensitive alternative medications is applicable. An example of CB could be considered within the nature of physician-hospital relationships. Since physicians are customers to hospitals they practice for, their utilization of hospital based computerized systems for medical records or pharmacy related issues would fall under the CB category.

Supply chain management integrates the business processes from the suppliers to the end users of a system. Kaiser implemented a platform of allowing the customers, or end users, to access and manipulate data concerning their healthcare policies through EC venues. By placing an interface between the customer and Kaiser, a streamlined effect of

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delivering services and information occurred. Actual manning of the phones could be decreased by Kaiser due to the efficiency of the EC system for handling customer interaction.

Other EC applications that reduce costs and unnecessary steps are in the pharmacy and medical records departments. Meditech is a forerunner in Health Care Information Systems (HCIS). Their systems operate on a Windows based client server platform and also have the option of running on their own developed MAGIC Operating System. These software applications offer numerous services such as patient registration and appointment scheduling, authorization and referral management, billing and accounts receivable, revenue management, patient care management, computerized medical records, order entry systems, medication verification for pharmacy services, patient education, imaging, laboratory, data archiving, and staff intranet communication systems (www.meditech.com, 00). The ability to rapidly access patient medical records and identify potential harmful drug interactions is two areas that can increase consumer satisfaction for the healthcare industry. Utilizing EC tools which allow the medical record and pharmacy departments to interact with the staff will not only expedite customer services but also relieve staff of a portion of their workload.

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CONCLUSION

Kaiser utilized an electronic commerce platform to set up a comprehensive web site designed to facilitate information between consumers and their organization. Information included on the site is related to individual and group healthcare coverage quotes, benefits, co-pays, enrollment, qualification, locating facilities and physicians, and contact numbers. The shift from utilizing staff to answer phone call banks concerning coverage to the web based quote and service format has increased productivity and revenue for the organization creating a competitive edge over competing industry participants. Kaiser also implemented Business to Business (BB), Business to Consumer (BC), and Consumer to Business (CB) applications within their electronic commerce platform. Creation of BB web sites for each organization that Kaiser held a contract with and the origination of an expedited shipping service reduced inventory and storage costs. BC functions were formatted to allow consumers to receive real time pricing quotes and scheduling of their physician appointments. This supply chain management platform allowed the customers, or end users, to access and manipulate data concerning their healthcare policies through EC venues. By placing an interface between the customer and Kaiser, a streamlined effect of delivering services and information occurred. Actual manning of the phones could be decreased by Kaiser due to the efficiency of the EC system for handling customer interaction. The intranet functions serviced the internal employees, including physicians, efficiently by allowing them to expedite their workload. These EC implementations by Kaiser aids in maintaining their leadership position within the healthcare industry as the number one HMO provider in America.

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REFERNECES

Anderson, J. (00). The Impact of CyberHealthcare on the Physician-Patient

Relationship. Retrieved July , 00 from http//www.yi.com/home/EysenbachGunther/publications/00/andersoneysenbach00-jmedsyst-cyberhealthcare.pdf

Andrews, W. (000). HMO Costs Burgeoning. Retrieved July 18, 00 from

http//www.cbsnews.com/stories/00/01/1/health/main6656

Clinicare. (00). Retrieved July 4, 00 from www.clinicare.com

Eliopoulos, P. (000). HMO Execs Debate How to Heal Their Image -- and Industry.

Retrieved July 5, 00 from http//www.businessweek.com/bwdaily/dnflash/feb000/nf0008d.htm

Intellectual Ammunition. (18). HMOs Rise Driven by Government, Not Market.

Retrieved July , 00 from http//www.cchc-mn.org/issues/hmorise.php

Kaiser Permanente. (00). Retrieved July 0, 00 from www.kaiserpermanente.org

Kaiser Permanente. (00). Retrieved July 0, 00 from

http//www.kaiserpermanente.org/newsroom/history.html

Meditech. (00). Retrieved July 4, 00 from

http//www.meditech.com/PublicRelations/product.htm

Medceu. (00). Physician-Patient Relationship. Retrieved July 6, 00 from

http//www.medceu.com/tests/physicianpatient.htm

Mgebroff, A. (18). The Physician-Patient Relationship -- Perspectives After 40 Years

of Family Practice. Retrieved July 6, 00 from

http//www.familypractice.com/journal/abfpjournal_frame.htm?main=/journal/18/v11.n05/1105.1/art-1105.1.htm

Monnich, B. (001). Bringing order to cybermedicine Applying the corporate practice of

medicine doctrine to tame the wild wild web. Retrieved July 5, 00 from

http//www.bc.edu/bc_org/avp/law/lwsch/journals/bclawr/4_/06_FMS.htm

Patel, B. (17). New HMO regulations give more protection to patients. July 6, 00

from http//www.mdn.org/17/STORIES/MC.HTM

Physician Careers. (00). Retrieved July 7, 00 from

http//physiciancareers.kp.org/aboutpf.htm

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Turban, E. (00). Electronic Commerce 00 (nd ed.). New Jersey Pearson Education

Winsky, G. (001). Franklin Adds Three Leading Medical Reference Works for the

Handspring Visor. Retrieved July , 00 from http//www.handspring.com/company/pr/pr_franklin.jhtml

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Globalization

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To what extent can the effects of globalisation be seen in Shelcome Street?

"People around the globe are more connected to each other than ever before, information and money flow more quickly than ever. Goods and services produced in one part of the world are increasingly available in all parts of the world. International travel is commonplace" . This phenomenon has been titled globalisation. Globalisation in simple terms is the rise of market capitalism around the world. The effect that globalisation has had on life today is immeasurable. It shapes the way we live and is debated all around the world so much that it is the world's biggest argument to date.

I would define globalisation as "the integration of many different cultures from around the world into a single market through the growth of industries on an international scale". The effects of globalisation can be measured on local, regional, national and international levels. Shelcome Street displays the effect of globalisation on a local level through the substantial number of multi-national companies that operate in the area. In this report I will try to determine the extent to which the effects of globalisation can be seen on Shelcome Street, by assessing the socio-cultural and economic impact.

Shelcome Street exemplifies a modern city centre in the 1st century. The abundance of multi-national companies operating on the street is quite amazing. Companies from across the globe function alongside each other, from world-renowned American fast food franchises like KFC & McDonalds to very traditional English retailers such as BHS or Marks & Spencer. Globalisation can be seen to have affected Shelcome street, from fashion and entertainment to architecture and the arts.

A major change in the architecture on Shelcome Street can be seen in Marble arch shopping centre, an American style shopping mall with many different companies operating under one roof. Where as in the past people shopped in town centres and limited their shopping trips to fair weather days, now people can go shopping whatever the weather and all the shops are close together. This incorporation of many different types of shops to cater for a wide variety of customers is a clear example of how the American 'customer friendly' culture has been implemented in Shelby with huge success. New, modern companies are opening up all the time in Shelcome when space is available, illustrating the demand for such a location. Shelcome street has become very Americanised regarding the large number of fast food restaurants found on the street. As you walk down Shelcome street you pass a KFC, MacDonalds, Burger King and Pizza Hut. This shows the popularity of this once american, now international culture of fast food, which continues to grow from year to year.

It is not just American culture that has influenced the street

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Black Hole

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Streaming through the windows, headlights flash as they pull into the driveway. I become suddenly alert, glancing at the clock. It's 145. She told me she would be home by 115. We had both agreed there would be no exceptions. Why was she home so late? Nervousness passes through my body as I contemplate getting off the couch. Trying not to act paranoid, which I am, I stay seated and change the channel with the clicker. A door slams shut outside. Finding an action movie, I act engrossed in whatever I'm watching. The colors all seem to blend together because my mind is on my daughter. The side-gate clangs shut, she's coming in through the back. She isn't trying to sneak; she always comes this way, right? The back door slowly slides open and shut as she enters the house.

She makes a straight line for the bathroom, where she spends the next five minutes fiddling about. I admit it; I'm a paranoid mom. But, she's not doing well in school. She has her same attention thing, where she only does things she enjoys. I'm just glad she's taking two English classes; she's always been good at those. She does her work; it just doesn't get turned in. She's not lazy, but un-motivated by the pay-off the school system has to offer her. So, she finds her rewards elsewhere, where she can see the result. That's what bowling and lacrosse are for. She's on varsity teams for both, of course she's fine. She has to be. The bathroom door opens.

"Hi mom" she murmurs, trying to get by quickly.

"Wait," I say, calling her back.

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"What?" she returns resentfully.

"How was your evening?" I inquire, trying to gather something from her.

"Fine. I'm going to bed, I'm tired." She looks at me. A rush of guilt falls over my body as I catch myself looking at her eyes from redness.

"Goodnight," I say, hoping she won't realize what my plan had been. "Come give me a kiss." As she comes over I find myself smelling strongly, as if I was searching for something. She turns and heads off to bed after kissing my cheek. Did I just smell drugs? Did her hair have a faint reflection of marijuana? Were her pupils big? I lost myself in the whirlpool of questions, which kept spinning, in my mind. I knew the answers.

Soon after she's retired to her room a flavor of India comes through the vents. She has her incense going again, like she does every night she writes. She usually fiddles on her computer or my laptop for 0 minutes before going to bed. I question the incense. She's probably back there smoking pot under my very nose. I get up quickly and pace to the back of the house. I open her door quickly, but the room is dark. A haze has gathered on the ceiling as the smell rolls into the hallway. A lump in the bed rolls over and manages a quite rumble.

"What?" the lump grumbles as I flick on the light.

"What are you doing?" I ask, but realize the stupidity only after the question is posed.

"Trying to sleep," it responds, agitated. I turn the light off and creep backwards, not saying a word. What would I say? Sorry, I thought you were smoking pot? None of that would work! Returning to the television, I lose sight of what I'm watching once again. It's hard to trust her. She's lied so much in the past. About grades, where she's going, what time she'll be home. She never seems to be on the same level as us. We never know what's going on.

There's a line between being too inquisitive and over-protective. I honestly believe that my problems are wrapped around the thought of losing her. I don't want her to go anywhere. I want her to stay at home and study at the community college. I want her to begin riding again, to get her "A" rating. But, I'm chasing a dream created by a twelve-year old girl. She drove the ideas of making it big into my skull. Her heart was in it then. She actually cared. Sometime between then and now she's lost her spirit. It was before the accident so I know that wasn't the cause. Honestly, I think she lost it the day Pokey died. Most people don't know everything that happened that day. She lost two horses Pokey, who died and Allan, whom we had to return due to a structure problem. He later became a very expensive pasture ornament for Cassie, who we had bought him from. The cold that night was much stronger than the thermometer read. The wind and rain, as if from a horror movie, stood no chance against the freeze that would follow. Something chilled through her body and froze a part of her heart. It's never thawed.

She doesn't care; it's that simple; there's nothing I can do about it, either. Maybe someday, through her writing, the emotions of that girl will shine through. But for now, the only thing keeping her heart from stopping is the anti-freeze that shoots through her veins. She's tattered and worn; sick of the bull everyone around seems to feed her. It hurts, because no matter what I do, I'm not making anything better. Everything I say sends her farther and farther away. The distance between our points is growing immensely with every encounter. I guess I need to depend on the fact that others tell me that she's an overall good kid. When company is around she, smiles and jokes accordingly. But looking into her soul, you can always see that her spirit is broken. She has no twinkle of youth that shows the dreams of all children, just a deep, dark pit that she will soon fall into. My body aches at the images of how this will end for her. I'm lost in the chaos it overwhelms us all. But maybe, someday, I'll be able to understand and help her. But whatever I do, I cannot lose her.

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The more you know about a customer the better.

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Introduction

Listening to the voice of the customer is a fundamental of marketing. Needs and value assessment provides valuable inputs to product development, customer support services, logistics, and marketing communications. Customers will not only tell you what products and services they need, but which aspects of those products and services are most important in the supplier selection process and how well you perform on those attributes relative to your direct competitors. Customers can also tell you if they receive good value for those products and services, given their cost. Competitive suppliers may offer varying levels of service and/or product quality, and yet offer equal value to the customer, due to differences in cost. Understanding which product features and service attributes are most important to customers, and how your company performs relative to competitors on those factors, allows for better allocation of resources for improvement efforts and development activities.

With these in mind, the successful company will be the one that meets and exceeds the expectations of its target customers. To this end, it listens continually to its target customers to find out what products and services they want to meet their needs, and the way in which they want the products or services delivered. However, due consideration must be given to the fact that customers are moving targets and their expectations constantly change. Hence, companies need as many opportunities to hear and respond to customer feedback as they can find.

The business environment is experiencing a shift from a focus on the cost of servicing customers to the value of the customer's total relationship. The contrast between customer service and customer relationship can be explained as follows customer service is usually a reactive activity with a goal of efficiency, while customer relationship is a powerful, continuous series of proactive customer interactions based on providing effective and flexible interactions supported by empowered employees. Customer service typically has its root in the complaint activity or as a transaction-based function. In both cases, the underlying premise is that the business has a product focus, whether it sells products, services or a combination. The typical customer interaction is a transaction. It has been generally assumed that a low number of customer complaints meant that customers were mostly content with the particular product. The following report endeavours to harmoniously unite the concepts introduced above. At the conclusion of this report, the reader will understand the value of the customer and the need for customer retention, from how well the company knows about its customer. Effectively assess his needs and know the importance of making every effort to satisfy those needs. Develop customer communications to open up channels of interaction. Assess the value of a complaint and treat it as a strategic tool to improve on either the product or service or both. Differentiate between reactive and proactive marketing practices, their value, and how to successfully implement them. This report also includes real world case studies of how proactive marketing strategies improved business turnaround as well as an interview with the client care manager of a leading telecommunications company in South Africa. The primary focus of the interview was to ascertain the marketing strategy (reactive or proactive) of the company, evaluate this strategy and make recommendations for improvements.

Know your Customer

The strategic connection between the customer and the company comes from the demand-side perspective, the customer (rather than a project, product, or physical asset) is regarded as the source of cash inflows or revenues (Wayland and Cole, 175). The primary focus of company should be on its most important constituency i.e. its customers (Journal of Strategic Marketing, 1175). Harley-Davidson, producer of America's most venerated motorcycle, almost went out of business in the 180s. The company lost touch with its customers, produced expensive yet low-quality bikes for which customers had to wait. Near bankruptcy in 186, the company's new management committed itself to rekindling the Harley-Davidson spirit by getting closer to the customers and revitalising the quality of the core product. In the words of Frank Cimermancic, Harley-Davidson director of business planning ' we had to remove the reasons for people to not buy a Harley." Over the next few years, Harley-Davidson regained market share and increased output by 50 percent. Revenue grew by 85 percent and profits skyrocketed a whopping 10 percent. A close-to-the-customer philosophy with distributors, dealers and customers was one of the underlying operating strategies that contributed to the Harley-Davidson turnaround (Wayland and Cole, 177).

The preceding case was a typical example of reactive marketing practice and was based on observational knowledge. Although this approach has its merits, if Harley-Davidson had taken a more predictive or proactive marketing practice, it could have avoided being near bankruptcy. AT&T Consumer Services is an example of a business using proactive marketing strategy. When the telecommunications industry was deregulated in the USA, a competitive landscape was created within which AT&T had to survive. Given this new environment, AT&T committed itself to having the needs of its customers drive the shape of its future business. AT&T first looks at customer needs then devises ways to outperform the competition. Its focus is now on building relationships with customers and retaining them over time, as opposed to selling products. South Africa is on the verge of deregulating the telecommunications industry. Telkom and indeed the second fixed line operator can learn from and perhaps use AT&T's proactive customer marketing practice as a benchmark to gain a competitive advantage in SA.

Most marketing theory and practice focus on the art of attracting new customers rather than on retaining existing ones. The key to customer retention is customer satisfaction. A highly satisfied customer

1.Stays loyal longer

.Talks favourably about the company and its products.

.Buys more as the company introduces new products and upgrades.

4.Pays less attention to competing brands and price.

5.Routine transactions cost less than with new customers.

Thus a prudent company would measure customer satisfaction regularly (Kotler, 00048)

Today, more and more companies are recognising the importance of satisfying and retaining current customers. Here are some interesting facts on customer retention (Reichheld, 16)

1.New customers can cost five times more.

.The average company loses ten percent of its customers annually.

.A five-percent reduction in defection rate can increase profits by twenty five percent.

4.The customer profit rate increases over the life of the retained customer.

There are five different levels of investment in customer-relationship building

1.Basic marketing simply sells

.Reactive marketing sells and encourages response

.Accountable marketing salesperson calls to check on product satisfaction

4.Proactive marketing salesperson often calls with new product information

5.Partnership marketing the company works closely with clients to discover ways to perform better

The likely level of relationship marketing depends on the number of customers and the profit margin level as illustrated below (Kotler, 00050)

HIGH MARGIN MEDIUM MARGINLOW MARGIN

Many customers/ Distributors

Accountable

Reactive

Basic or reactive

Medium number of customers / distributors

Proactive

Accountable

Reactive

Few customers / distributors

Partnership

Proactive

Accountable

Customer Needs Assessment and Customer Communications

One of the best strategies to assess the needs of the customer is to spend a 'day in the life' of the customer (online). The following table provides a handy checklist for marketers who are interested in implementing this strategy.

I. Strategy and logistics

Selection should you visit a customer that is loyal, prospective, dissatisfied, etc.?

Visitors will marketing, sales, technical, and/or other staff participate in the visit?

Timing will you observe your customer during normal/peak/low activity time, etc?

Length do you want to spend an hour, a day, multiple visits?

II. Internal/ Customer Relationships

Internal organisation acceptance have you established objectives and benefits to all key parties within your organisation, and co-ordinated with relevant customer contacts?

Customer acceptance have you established win-win understanding for your visit, and gained an understanding of any relevant sensitivities, limitations, etc.?

III. Execution

Sources of information will you include workflow observation, interviews, and observation of working environment?

Motivators can you assess the customer's relevant incentive systems, personnel attitudes towards stakeholders, etc.?

Data capture will you take notes, photos, video, etc.?

Recognition of customer investment in your visit will you compensate with fees, information sharing, etc.?

Maintenance of customer relationship

Good customer communications are a vital part of customer care (Wood, 00018). The communication can be in writing, face to face or on the telephone. Irrespective of the method, it should be clear, concise, and courteous, creates the right impression and conveys the correct message. There is no doubt that thousands of companies implement customer care programmes and yet still have customers who receive poor service and complain about it. The problem often lies in allocating a specific department for customer care instead of training and empowering all staff to deal with customer care issues. Another common problem is that companies impose customer care programmes without explaining the reasons behind them, or do not allow staff who deal with customers everyday to influence how customer care is implemented.

Listening skills are also a vital part of customer care. By using effective listening skills, all the necessary and relevant information pertaining to customer wants and needs can be obtained. Listening is an active and not a passive activity. Listening is also a proactive marketing strategy because a potential problem can be averted because of some useful information that was received (Wood, 000). The following table lists some tools that can assist the marketer in listening to the customer and ascertain what needs to be done in order to improve the product or service that is being offered (online). This approach, which seeks to identify the customer needs and what they require in service delivery, is one of the cornerstones in marketing and the marketing firm must pay close attention to it. Relationship marketing as a strategic mechanism can not only deliver satisfaction, but can actually 'redefine' what satisfaction is for the customer and actively employ the co-creation process of satisfaction (Journal of Strategic Marketing, 1814)

TOOL

NATURE AND PURPOSE

ADVANTAGES

DISADVANTAGES

Focus groups

Small groups of customers meet with a facilitator to answer open-ended questions.

Provides an intimate view of customers; obtains deeper comments and ideas than surveys.

Small groups may not be totally representative of entire customer base.

Customer panels

Similar to focus groups, but panels meets on a regular basis.

Regular meetings provide even more intimacy than focus groups. Customers who think about your problems over the long-term may come up with especially valuable ideas.

Customer panels require considerable management effort.

Face-to-face individual interviews

Personal interviews provide nuances of different customers thoughts.

In groups, customers influence one anothers responses. Individual interviews may enable customers to articulate more idiosyncratic thoughts.

In groups, customers help each other to articulate thoughts that may not be clear at first. This isnt possible with individual interviews.

Visits to customers and observation of their service use

Thoughtful study of customers in the setting in which they actually use your service provides the most intimacy.

Probably the most under-utilised method. When people who design the service see it in use they get ideas for improvement that customers themselves may never propose.

Customers often like to be visited, but planning and systematic preparation are required to insure maximum utility.

Customer tours

Invite customers to tour your facilities and discuss how you can serve them better.

Customers offer excellent ideas while at your site.

Customer tours wont provide comprehensive understanding of customer views

Meeting trade shows

Setting up a booth where customers congregate is a cost-effective and time-honoured method of hearing the customer.

You can meet more customers per dollar expended than with other methods.

There is little time to talk; the atmosphere is artificial.

Toll-free numbers

Companies attach toll-free telephone numbers to services collateral or Web sites.

An effective method of gathering data from customers whilst problems are being experienced; it also improves satisfaction and generates add-on sales.

Can be expensive.

Telephone, mail, or e-mail surveys

Surveys ask a fixed menu of questions to a large number of people; can be most useful to gather opinions on closed-ended questions, the importance of which you have already established by other means.

If well managed, can provide scientifically valid information on the thinking of the entire customer base (compared with smaller group meetings or individual interviews).

Information will be limited to the specific questions you ask, while worthwhile, it seldom produces extensive responses.

Mystery shoppers

Professionals visit your business posing as customers and report on how they were treated.

Can give accurate that information on services you provide.

May cause employees to feel they are not trusted.

Customer Complaints A Blessing or a Curse?

The effective handling of complaints and good service recovery are, for many companies, the best opportunities to show how far they are prepared to go for their customers in terms of service delivery (Barlow and Moller, 161). When customers are dissatisfied with a product or service, they have two options they can complain or walk away. If they choose the latter, the organisation has no opportunity to mend their dissatisfaction. Thus, companies need a paradigm shift. Complaints must be welcomed and treated as a gift because customers who take the time to complain still have some confidence in the organisation (Barlow and Moller, 161). It is less of a hassle for the customer to take the business elsewhere than to complain.

In 1, the Savings Bank of Manchester, Connecticut identified an area where a concentration of fraudulent activity was taking place. Criminals were using false automated teller machines to get customer account numbers and then emptying their accounts. These criminals were caught only because customers complained (Barthel, 14).

Wayne-Dalton, manufacturer of doors and security grilles, switched to a new packaging system after their customers complained about damaged doors. The new, more expensive packaging reduced the complaints and also ultimately resulted in a net reduction of costs (Wayne-Dalton, 17-7).

By paying attention to customer complaints, Quick-Park Inc, a US company that manages parking lots, instituted several changes that expedited the processing of exiting cars. This pleased the customers and saved Quick-Park nearly $500000 annually (Luehlfing, 1-6).

The above cases are examples of reactive marketing practice. However, because the customers took the time to complain, and the companies listened, potential losses were averted. In fact complaints led to improvements in turnaround and service. Following are some proactive strategies, which can be implemented to avoid customer dissatisfaction (online). However, they do not dismiss the value of complaints.

Desired merchandise must not be out of place, out of stock, or on order

Help should be always available when it is needed

Employees must be highly trained, informed and focussed

Get rid of bureaucratic processes and red tape which leads to delays

Waiting in line, on the phone or anytime should be discouraged in the company policy

Prices clearly marked

Advertising must not be misleading

Value commensurate with price paid

Quality that lives up to expectations

Stand behind your products or services

Customers value some combination of the following

Genuine courtesy

Quality people, product, process

Efficiency

Effectiveness

Service has to be forethought, not an afterthought. Build service into all parts of your operations from the beginning, rather than frustrating yourself, your people, and your customers by trying to engineer it along the way.

REACTIVE OR PROACTIVE MARKETING PRACTICE? WHAT IS IT GOING TO BE?

Kotler (00050) describes reactive marketing as the selling of products or services. The customers are encouraged to call if they have any questions, comments or complaints. Proactive marketing, on the other hand, occurs when the salesperson contacts the customer from time to time with suggestions about improved product uses or helpful new products. It is clear that proactive marketing tends to be more customer-focussed and as such builds bonds between customers and companies. A recent interview with a product manager of a leading telecommunications company revealed the following

Before Transnet began privatising the various divisions, Transtel enjoyed a monopoly. Company policy prohibited the other divisions from dealing with other companies. Transtel had exclusive rights to provide products and services to the organisation. Following the privatisation of the divisions, profitability became a driving force. They now had to be leaner. Costs had to be kept to a minimum. The same applied for the Transtel. Because of the restructuring of Transnet, Transtel could not afford to be complacent anymore or else they would lose the business to its competitors. The customers began to demand better and cheaper service. Transtel could no longer be just reactive if it wanted to remain competitive. Therefore, the client care division streamlined itself and began implementing this paradigm shift. Clients are visited on a regular basis and kept abreast of new technologies that would help them remain competitive. Because of this change in strategy from being reactive to being proactive, Transtel has not lost any of its customers but have actually gained more because of their reputation of being a customer-orientated company. Now the company is preparing itself for the second fixed line operator licence. They are preparing business and marketing plans with the main focus on its customers and how they can best serve the public with what they have to offer.

Another case where the proactive approach was beneficial was that of Advanced Communications (Ainga, 17). The company effectively reduced the number of incoming calls to its customer service department by eighty percent through a proactive approach to client handling. The business has since grown by ninety two percent. This was achieved by constant analysis of clients' needs. They implemented a regular programme of mail-outs and Web information that addresses common queries, thereby reducing the need for customers to telephone the support department. The company also developed Freetalk Plus, a service that enables customers to have quarterly checks on their mobile tariffs built into their accounts. This in effect guarantees customers of the validity of their accounts. They also require all staff to complete internal and external product, sales and service training courses. Their customers have come to expect that they stay one step ahead of the game.

These and other numerous cases of successful implementation of proactive marketing practice which lead to increased turnover and reduced costs. Clearly a company that wants to remain competitive needs to seriously consider its marketing practices.

CONCLUSION

In keeping to the topic, this report has focussed on the value of a customer, the need for customer retention and the importance of knowing your customer. Also, the effective assessment of customer needs and the satisfaction thereof, customer communication channels for interaction and the value of complaints as a strategic tool was investigated. Encompassing all of these was the reactive verses proactive approach to marketing using case studies and an interview. It is clear that companies need to shift from reactive service to proactive service (The Business Journal of Portland, 17). Companies need to beat customers to the punch, be there before they need you, anticipate their needs and make customers feel that you care about them personally.

Please note that this sample paper on The more you know about a customer the better. is for your review only. In order to eliminate any of the plagiarism issues, it is highly recommended that you do not use it for you own writing purposes. In case you experience difficulties with writing a well structured and accurately composed paper on The more you know about a customer the better., we are here to assist you. Your cheap custom college paper on The more you know about a customer the better. will be written from scratch, so you do not have to worry about its originality.

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Getting Accepted into College

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I would really like to be accepted.Enclosed please find 1 Tax Resale Deed for Lot 8, Holiday Hill Subdivision, which was bid in trust to the County on March 4, 00 at the Courthouse. Would you please forward this document to the appropriate member of the school board to obtain the signature of the Board President. Please obtain the signature, and have them notarized, then returned to me in the enclosed, self-addressed stamped envelope.

Should you or the Board President have any questions, feel free to contact me personally.

Thanks for your help.You have previously been served a citation in the suit styled LaPoynor Independent School District vs. Jesus M. Trevino, Jr. et al. We are in the process of trying to recover a judgment against Mr. & Mrs. Jesus M. Trevino, Jr. For the 5.671 Acre Tract out of Abstract 50 of the J. T. Martin Survey for delinquent tax years of 1 00. The post office was unable to serve Mr. & Mrs. Trevino, Jr. at P.O. Box 1517 in Palestine. Would you please provide us with their correct address to where a citation may be brought to their attention. Your cooperation in this matter is greatly appreciated. Should you have any questions feel free to call Anna Fontana or Christina Whitehead at the above number.

TO THE HONORABLE JUDGE OF SAID COURT

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Now comes Plaintiff, County of Henderson, the above numbered and entitled cause and would respectfully show the Court that the Plaintiff no longer desires to pursue this cause of action and that all costs of court have been paid. Therefore, pursuant to Rule 16, Texas Rules of Civil Procedure, Plaintiff does hereby dismiss this cause of action against the Defendants without prejudice to the rights of the Plaintiff to refile the same cause of action at a later date or to the rights of the Impleaded Defendant taxing units, if any, to further prosecute this action.

McCREARY, VESELKA, BRAGG & ALLEN, P.C.

Attorneys for Plaintiff

5 Balcones Drive, Second Floor

P.O. Box 60

Austin, Texas 78755

(51) 451-000

By ________________________________________

Harvey M. Allen

State Bar No. 0104500

ORDER OF DISMISSAL

It is ordered that this case is dismissed without prejudice. Costs collected pursuant to TEX. PROP. TAX CODE, Sec. .48 are to be distributed as shown on the records of the District Clerk, including but not limited to the Sheriff for service of citation, to the Clerk for docketing and issuance of citation, and to Plaintiff's attorney for abstract costs.

Signed this _______ day of ______________________, 00.

_________________________________

JUDGE PRES

CHRISTINA WHITEHEAD

McCREARY, VESELKA, BRAGG & ALLEN

101 E. Tyler Street

Athens, Texas 75751

(0) 675-618

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USSR vs Russia

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For half a century two of the world's greatest superpowers, the United States and the Soviet Union, were locked in bitter rivalry, which became known as the Cold War. When the Cold War was over, the Soviet Union no longer existed, even though the war never turned hot. What emerged were several republics broken apart, the main being Russia, to form independent states. Therefore we will examine the cause of the collapse of the Soviet Union, and compare it with the current Russian state.

The Soviet Union was a Federal system on paper, made of republics that supposedly joined voluntarily. There was a Politburo, twelve to fifteen members with another five to six nonvoting candidate members, which acted like a cabinet in a parliamentary system. Also, there was the Secretariat, twenty-five members who oversaw the work of the entire party. The General Secretary served as both the head of the Secretariat and chair of the Politburo, equivalent to a Prime Minister. This made up the main pieces of the formal government.

The functioning of the government in reality was much different. The party controlled everything inside the government and also much in the personal lives of the people. Positions inside the party were filled by the Nomenklatura, a list of names of those determined by the party hierarchy to be able to fulfill certain positions. The totalitarian nature of the party provided for a command economy, one where the government decides what goods and services will be produced, how much will be produced, and the cost.

When Gorbachev came to power he knew that the Soviet Union needed to change. Gorbachev was, "convinced that they could not breathe new life into Soviet institutions without changing the country's political culture." (Hauss 65) Therefore, according to Gorbachev, in order to reform the economy, they must first reform the political system. This reform of the political system was known as Glasnost.

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Glasnost was intended by Gorbachev to bring about a Western-style political culture by giving the people more freedoms and bigger say in what took place in the government. This was the main focus of Gorbachev so that he could lay the foundation for further reforms in other aspects of the Soviet system. However Glasnost backfired for Gorbachev because the people vented their frustrations caused by the government, rather than feel better about it. Added to this the fact that most people felt that economic reforms were taking place too slowly, and very few people approved of the job Gorbachev was doing.

Perestroika, total restructuring of the economy, is what Gorbachev felt was needed to revitalize the Soviet economy. Gorbachev was able to bring about a few initiatives in his attempt at perestroika including introducing market mechanisms, privatizing certain small businesses, agricultural reforms, and easing restrictions on foreign firms. However, these attempts at economic reform were too little too late.

With the loosening of the government's control over the people and a more educated population, the unrest became too much. On August 1, 11 eight hard-liners, which were concerned over the decaying power of the party, executed a coup attempt. The coup failed, but the union was not restored. Thus, the political pressures unleashed by Gorbachev's Glasnost were too much and caused the collapse of the Soviet Union. The collapse of the Soviet Union brought the birth of the Russian Federation.

Russia is new country, very different from the Soviet Union. Russia has made real attempts at establishing a true democracy with a parliamentary form of government. There are two houses that make up the parliament, the Federation Council, and the State Duma. Most of the power however lies with the president and the executive branch, but the power is much more dispersed than compared with the Soviet Union.

One problem that the new Russia has faced is that many of the same Soviet officials run the bureaucracy today simply because there is no one else qualified to do so. This feeds into the political culture in Russia, where the people do not have much trust for authorities because of seventy years of oppression. Although there is now a choice between political parties in Russia, open and voluntary political participation is a new phenomenon for the people.

Though there has been a long history of oppressive rule in that part of the world, there is hope for the new Russia. With a foundation of democracy in place, there is reason to believe that Russia will have a better outcome than the Soviet Union. I believe that as Russia's economy grows, so to will the spirit and principles of democracy. The quirks will be worked out, and the people of Russia will lead themselves to a great future.

Works Cited

Hauss, Charles. Comparative Politics; Domestic Responses to Global Challenges 4th ed. Wadsworth/Thomson Learning Belmont, CA 00

Parenthetical citations (Hauss 65)

USSR

Head of stateGeneral Secretary

Head of governmentGeneral Secretary

Political cultureDeclining view of governments legitimacy in late 80's

Political partiesCommunist Party of Soviet Union had all control

Russia

Head of statePresident

Head of governmentPresident

Political cultureDistrust for people of authority

Political partiesVarying parties, no major continuous parties

Works Cited

Hauss, Charles. Comparative Politics; Domestic Responses to Global Challenges 4th ed. Wadsworth/Thomson Learning Belmont, CA 00

Parenthetical citations (Hauss 65)

Please note that this sample paper on USSR vs Russia is for your review only. In order to eliminate any of the plagiarism issues, it is highly recommended that you do not use it for you own writing purposes. In case you experience difficulties with writing a well structured and accurately composed paper on USSR vs Russia, we are here to assist you. Your cheap custom college paper on USSR vs Russia will be written from scratch, so you do not have to worry about its originality.

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