Lessons in Customer Service from Wal-Mart

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

Case Details:


Case Code : MKTG080 For delivery in electronic format: Rs. 400;
For delivery through courier (within India): Rs. 400 + Rs. 25 for Shipping & Handling Charges


Customer Relationship Management
Case Length : 15 Pages
Period : 2003
Pub Date : 2003
Teaching Note : Not Available
Organization : Wal-Mart
Industry : Retail
Countries : India


The case discusses various customer-centric initiatives, which contributed to the success of Wal-Mart; the world's largest retailing company.

The case elaborates on the role of Sam Walton's leadership, Wal-Mart's culture and the customer-centric policies of the company.

The case also discusses in detail how Wal-Mart used IT to provide high levels of customer service.


• How innovative advertising helps in creating brand recognition and brand awareness among consumers.

• How advertising helps in differentiating a product especially when competing in product categories where there is not much scope for differentiation


  Page No.
Introduction 1
Walton - A Customer-Focused Leader 2
Wal-Mart's Customer-Centric Policies 4
Using it for Customer Delight 5
Recent Customer Service Initiatives 7
Exhibits 9


Customer-centric initiatives, Wal-Mart, world, largest, retailing company, Sam Walton, leadership, Wal-Mart, culture, customer-centric, policies, company, IT, customer service

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