Wal-Mart's Customer Service Perspective

BSC Flexibility & the Customer Perspective
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BSC Flexibility & the Customer Perspective
Wal-Mart store is one of the largest multinational companies in the US; Wal-Mart was established by Sam Walton in Arkansas. Wal-Mart later expanded to become the largest consumer store offering low-cost products (Brea‐Solis, Casadesus‐Masanell, & Grifell‐Tatje, 2015). Wal-Mart is the largest retail store has over 4,150 retail stores in the US and outside the US, in Canada, Mexico and the United Kingdom (Brea‐Solis, Casadesus‐Masanell, & Grifell‐Tatje, 2015).
Wal-Mart sells general merchandise from family apparel, health and beauty products, household items, fabrics, shoes among others (Brea‐Solis, Casadesus‐Masanell, & Grifell‐Tatje, 2015). The basic vision of Sam Walton is to avail goods to consumers at an affordable cost for consumers to derive the benefit. Wal-Mart is the largest employer with 2 million people working in different stores (Robin, (n.d.). Walmart's mission is defined by three phrases, respect, and service to customers and strives for excellence. The organization culture operates on these three principles making it one of the largest multinational departmental stores (Robin, (n.d.).
Wal-Mart recent announcement of spending more than $ 11.8 to 12 billion within the financial year of 2016 as part of its global capital expenditure plan is meant to expand its service delivery. According to the plan, the company is planning to increase its efficiency by investing in technology and e-commerce (Jaakkola & Alexander, 2014). The capital expenditure is meant to improve the existing systems and expand its customer base. Wal-Mart customer service mission is to offer the best customer experience by maintaining lower prices (Jaakkola & Alexander, 2014).
The customer should experience seamless services using the latest technology including mobile apps and other suitable technology (Jaakkola & Alexander, 2014). This is in line with Wal-Mart’s three major objectives of, dominating the global market, expand both in the home country and spread to outside markets to increase its brand recognition. Wal-Mart's third objective is to venture into the new sector to increase its profitability (Jaakkola & Alexander, 2014). One of its successful strategies has been to venture out into other sectors of retailing. Wal-Mart recently ventured into an automotive repair shop, pharmacy and now planned to become the leading grocery store (Brea‐Solis, Casadesus‐Masanell, & Grifell‐Tatje, 2015).
Venturing into new markets has been Walton’s vision to become the best retailer in the world. After the store had expanded geographically, it needs to expand ties services to maintain its low-cost policy to attract and retain its customers (Jaakkola & Alexander, 2014). Wal-Mart competitive strategy is to dominate all its business sectors, Wal-Mart strategy is to sell goods at lower prices, offer a unique customer experience and expand (Brea‐Solis, Casadesus‐Masanell, & Grifell‐Tatje, 2015).
Wal-Mart has continued to expand and grow by venturing into new areas using new mediums. However, its major success is attributed to its culture (Brea‐...