Consumer Decision Making

Fed ex pays an enormous amount of attention to consumer behavior and how they can attract more customers through various strategies. Working for Fed ex personally, the customer experience is one of the most important factors in the day to day operation. Fed ex wants its employee's to always follow the "Purple Promise" which is to make sure every customer experience is outstanding. Consumer behavior is directly effected by their experience in store. If the customer encounters a bad experience it is horrible. Now in these times word of mouth does not only effect the next consumer decision making process that the customer spoke to or heard about a bad experience, but now customers have the option to go online and pubically post their opinons through various social networks or easily accesible applications. This can harm a company's reputation. Fed ex has a zero-tolerance policy for treating customers with disrespect.

Fed ex also creates easy and convienent ways for customer's to track their packages through every delivery step. According to Donald Corner, Director of New Product Development " Fed ex was among the very first to imagine that the internet could become a tool for tracking and conveying shipment information." When a customer ships a package they can track their package every step of the way which gives the consumer a sense of safety. The following is a link on Fed ex uses insight and innovation to innovate. http://www.prtm.com/uploadedFiles/Thought_Leadership/Articles/External_Articles/PRTM_PDMA_How_FedEx_Innovates.pdf




Fed ex office also provides a variety of convenient ways for cutomers to get needed items printed without leaving the house or office. Fed ex office provide an option called Print Online where customers can upload their documents or design online, choose custom options to their order ( type of paper, black and white or color, binding options, poster options , paper type,etc) and generates a turn around time based on jobs in house. This way customers know when exactly their orders will be ready and can come pick them up.



Also customers have the option to email the store directly and can contact live team members to talk about their order. Fed ex office also has many other options for customers on the go and that need things printed right away. Fed ex office has usb readers linked to copiers/printers so that customers can come in put their usb directly in the machine use a credit or debit card print needed documents and go. The customers dont even have to wait on a line because they have been charged directly to their credit cards.

Customers needing invitations or business card or letterheads can also access a very usefull tool called the desighn and print center where you can desighn your own stationary. The convenience of desighning your own custom made peice of stationary from home and the option to get it delivered to your home really puts Fed ex office on top of competion and allows consumers to skip the decision making process just based on pure convenience.