Delacroix, which is an Avant grade dance troupe company that is based in New York, is at the crossroads on whether to conduct a customer research survey or stick to its own mission and ways of operation whereby, they only focus on their dancers. Elizabeth, who was a former dancer, came up with the idea of surveying customers in order to understand their needs and contribute to the well-being of the company. Based on the case study, Delacroix should adapt and ask customers what they want and incorporate their customer’s wants together with their mission for what is best for the company. According to Nasr et al (2018), initiating a customer survey system comes with great importance since; it offers different feedback from different customers which can positively influence any given company. Such feedback can help a company like Delacroix to fix some of the unknown issues the company might not be aware of for the benefits of improving its services to the customers. Conducting a customer survey helps to know the customer satisfaction rate which will further help the company to determine the quality of services they offer and hence; this will help determine areas of improvement, a factor that will not only please the customer but boost Delacroix’s quality of services to its audience.
Natalia, Henry and Elizabeth need to understand each other or reach a mutual understanding and know that customer’s needs are very important in a given company and hence; Henry should also understand that Natalia and Elizabeth are thinking of a good course for the company through suggesting the idea of a customer survey plan. What Delacroix needs to do is: be open to suggestions and changes, conduct and collect customer feedback and later evaluate it for not only the good of the customer but: also for the company itself. Lastly, after evaluating the feedback, Delacroix can come up with a creative suggestion and put it to the test in order to adapt to any innovative ideas therein.
Nasr, L., Burton, J., & Gruber, T. (2018). Developing a deeper understanding of positive customer feedback. Journal of Services Marketing.