Otis management thought of rolling OTISLINE basically to have a real competitive
advantage and to reduce both distance and time, resulting in faster responses to customer problems, better maintenance procedures and more reliable elevators. This was important as the elevator service industry was highly competitive giving the buyers a greater leverage in choosing and switching service. This can be expanded as follows: 1. 2.
To tap into elevator service industry exploiting its high margins
To deal with the issues in current system: a) Varying response time b) No centralized data c) Dependence on outside party 3. To improve Otis Elevators response to its service customers. An elevator service company was selected on the basis of responsiveness, quality and price. Customers assess the quality of elevator companys service offerings mainly by its responsiveness to callbacks. 4. Otis elevator was perceived to be the best. Hence, the need for constant innovation. 5. Reducing callbacks for each installed elevator by one a year would save Otis 5 million dollars annually. 6. Otis line would provide management with a significant amount of info on the quality of service rendered to customers. 7. Helping management decide key problem areas to focus resources on by having call back reports highlighting problem installations, allowing problem awareness prior in advance 8. To improve service price estimating. 9. To benchmark customer service by helping Otis line to measure dispatcher performance against department standards and averages 10.To help determine when and how many additional staff have to be recruited to maintain the required quality of service. 11. To help track malfunctioning components by having a central database. 12. It will aid to automate the production reports on elevator sales prospects facilitating marketing.
Future directions for Otis management
Otis management should proceed with the following suggestions in chronological order: 1. Remote Elevator Monitoring (REM): Development of REM will lead to reduced bargaining power of buyers. Also, there would be less threat of new entrants in REM application. Thus, REM will give that extra edge to Otis and put it ahead of others. 2. New equipment ordering: This will lead to increased sales and thus help Otis to expand further. Better and efficient inventory management will lead to increased efficiency in system. 3. In-car phones and replacement of service mechanic pagers with hand-held terminals: Both of these will help in reducing bargaining power of buyers in the situation of increasing industry rivalry. This will give it an edge over competitors. 4. Telemarketing of service: This will lead to better identification of potential opportunities and thus sales representatives may be used efficiently to increase number of contracts. 5. Contract management: This will again increase efficiency of system by improving communication channel between Otis management, factory and others involved in installation.
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