COSMOS service centre: Service recovery using distribution channels

Abstract

COSMOS is a technology solutions provider offering IT infrastructure, personal computing and access devices, global services, imaging, and printing for consumers and enterprises. The company uses a mix of distribution channels (both online and offline) to deliver its products and services. COSMOS uses authorized intermediaries to increase offline reach - both for sales and service. To offer seamless customer service, COSMOS has a complaints website for customer logs. COSMOS service centres have well defined processes and policies to guide them in service delivery. However, this has not helped the case of Amer (the case protagonist), a business graduate student, who has faced multiple issues in service recovery after the purchase of his laptop from COSMOS. Why is Amer facing this slew of problems because of the service failure from COSMOS? Is it because of the negligence of B'Devlop, the COSMOS Service Centre or are COSMOS's policies and processes flawed? Can COSMOS offer a permanent solution to Amer's problems? How can COSMOS rectify the situation and prevent it from recurring? What should be the service recovery strategies for the company, and its distribution channel members that have a direct interface with the customers? These are some of the key questions that the case highlights, and can bring up for discussion in the classroom. © 2013 World Scientific Publishing Co.