Bringing a Client Focus to International Marketing: A Change Management Case Study

Abstract

Consumers the world over are becoming more homogeneous thanks to the unifying forces of travel, media, technology, information transfer and the like. Furthermore, today customers have higher expectations than ever before regarding the quality of service they should receive from a wide range of service organisations (professional as well as non-professional). As customers are increasingly exposed to world best practice in a wide range of service industries, expectations spiral upwards. Slow, discourteous, unresponsive and unprofessional service will no longer be tolerated - but especially when the service is highly customised, complex, costly and high involvement, professional service.

Few, if any, studies have examined service quality issues for professional services in an international context. Hence, this case study documents the problems experienced by the Australian Trade Commission's (Austrade) Bangkok, Thailand Post in providing a level of service consistent with clients' (and senior managements') expectations, the steps taken to overcome these long standing service quality shortcomings, as well as the key lessons to be learnt from the process. Today Austrade provides a professional consulting service and thus possesses similar characteristics to many professional service firms (project management, engineering consulting, general management consulting, etc.) and thus the lessons from this successful change management program may be generalisable to other professional services. Furthermore, the lessons should prove invaluable for Australian firms operating in South-East Asia staffed by expatriates and local nationals.