Describe the Value Chain for Meru Cabs
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Generate a Case Function Matrix Diagram
Identify case types. These are different customer types (or different request types) that the organization receives, e.g., (a) new vs. existing customers and (b) solo trips vs. shared trips.
Type Name Description
New Customers Customers who are referred to as “New Customers” are those who have never shopped with the respective retailer before. The organization is successful in acquiring new clients daily thanks to the quality of the services that it provides.
Existing Customers This built-in CRM in the firm’s IVR helps recognize the customer’s history, which enables the company to provide discounts or attend to other customer concerns. Regular customers have previously purchased a product or service from the business.
Solo trips These are separate clients of the company who use the cabs for personal transportation. Customers can plan excursions through the IVR system due to its extensive availability.
Shared trips customers The majority of the group trips offered by the company are company trips. The company also offers group trips in addition to individual vacations.
Identify the business functions. These are different functions within the organization, e.g. (a) finance, (b) human resources, as well as sub-functions e.g. (a) credit assessment group, (b) loan processing group, both within Finance.
• Build a table with three columns: function, sub-function, and a brief description.
Function Sub-function brief description
Operations Service delivery, cab delivery Customers can schedule cab rides through the call center, equipped with an Interactive Voice Response (IVR) system to handle incoming calls. To ensure that the delivery service is carried out without a hitch, this department’s responsibility is to manage communication with consumers. The customer causes the cab to wait. A manual out call was placed to the customer to inquire about their interest in sending another cab.
Sales Booking management This function is required to ensure that bids are distributed fairly across the available options. In addition, it guarantees that every taxi will stand idle for an appropriate amount of time.
marketing Customer acquisition Customers could make cab reservations through the contact center, which utilizes an Interactive Voice Response (IVR) system for incoming calls or through Meru’s real-time website. The capability can help speed up the booking process for returning customers.
2C. Construct a case/function matrix. Bring together the results from 2A and 2B to build this matrix. The columns will be Case Types (see 2A), and the rows will be Functions (see 2B). Examine the matrix. Place an X in each cell in this table to indicate whether a function (that row) will participate when the organization responds to that case type (that column).
• Build a table that shows functions as rows and case types as columns.
• If the table gets too large, split the table into vertical slices and show it on multiple pages.
• Use the Dijkman article and our slides for help.
New Customers Solo trips Shared trips customers Existing Customers
Operations X
Sales X X X
marketing X X X
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