1. For each of the concerns expressed by Jill's customers in the case, explain an alternative means for handling the concern.
2. What are the potential long-term implications of how Jill is handling her current customers?
3. What types of activities can Jill do after acquiring an account to enhance customer value and ensure long-term customer relationships?

CHAPTER 9 CASE NATURALLY BEAUTIFUL, INC. incorrect. A few items were missing from the order. Jill figured that shipping must have inadvertently omitted the items and that Rick could give them a call to get it fixed. She figured that it was not her Background fault, Rick still had product to sell and she certainly did not have time to mess with this. Similarly, she received a text from Kim at aturally Beautiful, Inc. is a maker and mar- Devine's department store indicating that an expected delivery was N keter of organic cosmetics. Its cosmetics late. Again, Jill figured she could not do anything about the delivery. are formulated from all-natural organic in- She texted Kim to tell her to contact the shipping department at Naturally Beautiful about the matter. Jill also received a second email gredients. Although the company currently from Sarah at Cosmetics Unlimited: serves primarily the higher-end market, distributing Dear Jill, through upscale department stores and boutiques, it A few weeks ago you promised you would return to train our beauty would like to expand its distribution channels. It is cur- consultants on your newest product line. Our consultants need to rently developing an organic line to sell through outlets fully understand the benefits of this new product and how it is to such as Walgreens, CVC, and Wal-Mart. Long-term plans be applied so that they can best serve our customers. As you know, we take great pride in providing the highest quality products and include expanding internationally, first to Canada and services to our customer base. We discussed this when you offered Mexico, and eventually to Western Europe and beyond. me your line. Although we like your line, if we are unable to offer our Sales are strong and continue to rise. The company customers top-shelf service with your brand then we may have to look elsewhere. gives much of the credit for its success to its salesforce, which has done a great job expanding into new outlets Sincerely, while establishing and maintaining strong customer Sarah relationships. Jill recalls telling Sarah that she would conduct training for her Jill Aunaturale, a nontraditional student, was hired sales consultants but has been so busy working to get new as a sales representative by Naturally Beautiful out of accounts that she put it on the back burner. Jill was not sure that college approximately ten months ago. Since being she could put Sarah off much longer, but felt it would be in her best interest to write her back and stall her for at least a couple hired she has had a good deal of success, landing more weeks. By then, she thought, she might have exceeded several new accounts. In fact, if she can land a few more her quota. accounts by the end of the rapidly approaching fiscal To Jill, these were but minor customer issues, not even problems. year, she will exceed her quota and achieve a hefty In her opinion, these were nothing more than "needy" customers. bonus. Jill is counting on this bonus because she has As far as she was concerned, she was delivering a great product at planned a big family trip and does not want to let her a great price. Besides, she had more sales to make and nobody was going to help her if she came up short on providing that great family family down. vacation she promised. Current Situation Lately, Jill has heard various concerns from several of her customers. For instance, the other day she received a voice mail from Rick at Beauty Boutique, a recently acquired customer whose order was