Services Marketing

Case Presentation

The Accellion Service Guarantee

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ByBhaskar Gautam. Anshuman Sharma.

About the Company

Founded in 1999, Accellion is a privately held company headquartered in Palo Alto, California with offices in North America, Asia and Europe.

Accellion, Inc provides enterprise-class secure collaboration and managed file transfer solutions that provide the ease-of-use employees need, while giving the enterprise organization the security protection it needs.
More than 1,200 enterprise organizations, representing seven million business users worldwide rely on Accellion solutions to help keep their enterprise information secure and ensure compliance,

Clients
Procter & Gamble; Activision; Indiana University Health; Kaiser Permanente; Foley & Mansfield; Hogan Lovell's; Bridgestone; Ogilvy & Mather; Harvard University; Guinness World Records; US Securities and Exchange Commission; and

NASA.

Awards and Recognitions

Accellion Secure Collaboration Microsoft Best of TechEd 2011 - Security Award Winner Accellion Secure File Transfer - 2011 Global Excellence Award - Compliance Category Accellion Secure File Transfer - 2010 GSN Homeland Security Awards Program - Best Data Security/Loss Management Solution Accellion Secure File Transfer - 2009 Magic Quadrant Accellion Secure File Transfer - 2008 Global Excellence Award - Best Security Solution for Government and Education

Value proposition to the Clients

Allow them to serve their users faster. Increases Operational efficiencies. Minimize cost. Customers could improve the access time for downloading and uploading files by more than 200 percent.

How it was done?

Outstanding Infrastructure

Locating an intelligent storage and file management system at the Edges of Internet.
The typical time consuming routing through many servers and hubs could be avoided using Accellion Infrastructure.

Tapping the Opportunity

The need for an internet to deliver high bandwidth content to end user has never been greater. There was a trend towards multimedia and personalized web content, all of which could not be delivered efficiently by existing infrastructure, which was a busy route traffic.

Accellion tapped this opportunity , by developing and launching a new service distributed file storage, management and delivery.

Tapping the Opportunity

Accellion provided an application platform that resided on independent servers, which were directly connected to the users ISPs. This avoided the congested servers of the internet. Allowed Accellion to distribute specialized content and applications more efficiently

Was that Enough?

Leading Edge technology? Answer-

NO

Then what was required?

Service delivery. High customer satisfaction. How to motivate the customers to Accellion but not the their own costly infrastructure.

To build a customer driven culture and to communicate service excellence credibly to the market . Accellion aimed to harness the power of service guarantees. Cost effective services for improving performance and reliability were becoming critical .

Challenge :
How could Accellion convince prospective clients that its technology and service actually could deliver what they promised??

Solution
Service Guarantee

A service guarantee is a marketing tool service firms have increasingly been using to reduce consumer risk perceptions, signal quality, differentiate a service offering, and to institutionalize and professionalize their internal management of customer complaint and service recovery. By delivering service guarantees, companies entitle customers with one or more forms of compensation, namely easy-to-claim replacement, refund or credit, under the circumstances of service delivery failure. Conditions are often put on these compensations; however, some companies provide them unconditionally

Service Recovery
The service recovery paradox states that with a highly effective service recovery, a service or product failure offers a chance to achieve higher satisfaction ratings from customers than if the failure had never happened. A little bit less academically, this means that a good recovery can turn angry and frustrated customers into loyal customers. In fact it can create even more goodwill than if things had gone smoothly in the first place.

Quality Of Service Guarantee

Performance Guarantee.
Availability Guarantee

Customer Service Guarantee

Security and Privacy Policy.

Many factors worked together to keep Accellion focused on its clients and providing the best possible service. Making the workforce of the organization alert and aware of QOS guarantee. So that they can create a large and loyal customer base for its innovative products.