Old School Frozen Custard is executing well on recognize the customer’s role which is about the customer, as evidenced by the rise in social media and the balance of control shifting from companies to customers. Companies provide technology so that customers can manage their relationship with companies. Old School Frozen Custard has Facebook and Twitter. Consumers have relationship by following on these two social networking website. Old School Frozen updates special events, new flavor or discount on Facebook and Twitter. It leads consumers can easily and quickly to get there new events or news on social networking website. Also, they have their own website which has everyday’s special flavor calendar every month. Consumers can download and print out the calendar to keep tracking their new flavors.
On the other hand, I think Old School Frozen Custard needs to improving on “make every contact count.” For example, they can build the member system to keep in track their members. Sending out the coupon/special discount or event to members makes them feel special, and we care about them. Old School Frozen Custard needs to build the relationship with members by knowing what their favorite special flavor ice creams are. So, when the day has that special flavor they can send the message such as e-mail to remind them.
Tara
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