The transformation of the Thermo King Customer Care department is a recommendation that shall require a minimal amount of resources on the part of Thermo King. However, it is essential to note that the recommendation will require extensive redesigning of job structures and will call for an extended and comprehensive look into current practices at Thermo King that are being carried out on the basis of Standard Operating Procedures.
At the same time, the transformation will be one that will be highly internal and will have extremely passive effects on the consumer base. While Thermo King is more than competent to carry out such a transformation, this particular recommendation for transformation is not one that will serve the purpose of setting Thermo King apart from its competition and increasing customer satisfaction levels. The consumers may notice a change in Thermo King’s customer service but one can speculate that a change of attitude will not alone suffice in the face of increasing competition where the competitors are using low cost sales strategies as their primary market penetration tools. Since the transformation required is one that can bring about a revolutionary shift in the perception that consumers hold regarding Thermo King’s customer service, this option falls short and therefore does not qualify the feasibility test in the SFA analysis.
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