Customer Value Tyson Food

Customer Value

Customer Value is a very important factor to all businesses let along business that supply products or services to the public. Value is relative to each individual customer but many researchers have found a simple way of defining customer value. Customer value equal the result produced for the customer plus process quality divided by the price to the customer plus the costs of acquiring the product (McMurrian & Matulich, 2016). The customer must purchase the product or service and experience it for the company to be able to benefit from the feedback. The four mechanisms within customer value, the results, process quality, price and customer access cost, are all very important for a company to understand in order to fully understand customer value.

Implementation

Implementing customer value boils down to being able to understand what the concept fully entails. The four mechanisms that make up customer value must be evaluated and considered when developing a product or service to be able to utilize the concept.

The price of products or services is the first

factor which affect customer value. Naturally, if the price of the product or service is too high compared to what the customer wants to pay, the customer will not purchase the product or service. The more a product or service costs, the more a customer will expect from that product or service (McMurrian & Matulich, 2016). Tyson Food will implement this mechanism by understand what the customer wants and how much they will pay. As Tyson Food weens toward the organic trend of food products, they can evaluate the positive effects organic food has on pricing. Studies show that customers will pay a higher premium for organic food products (Seegebarth, et al., 2016). This new evaluation of pricing and organic food products are going to shed a positive light on Tyson Food as their reputation for animal treatment has not been the best.
Cost of acquiring the product consists of the effort and time a customer has to expend in order to receive the product or service (McMurrian & Matulich, 2016). To implement this criteria in increasing customer value the company is to make sure all products are within easy reach of customers and that they do not require an exorbitant amount of effort to receive the products. A simple way to accomplish this is to ask the customers if they found the products easily or if the service was achieved quickly. Within Tyson Food, a delivery system is to be enacted to allow customers to receive products directly to their door without much effort or time.
The results are a major element that customers value. All the prices and effortlessness that goes into acquiring the product mean nothing if the product is not satisfactory after the fact. Seegebarth, et al. (2016) offers that customers in the 21st century are leaning towards a preference of organic food. Tyson Food has been under a bit of negative press on the shape of their poultry warehouses, so the company will be advancing towards a more organic and free range way of raising their poultry (Peta, 2016). They will adopt this way of business in order to increase the customer value and resulting food products the customers receive.
Process quality is the final way Tyson Food will implement the strategy to increase customer value. McMurrian and Matulich (2016) define process quality as the acquaintance between an organization and its customers. Strong interactions between customer and organization, ease of product acquisition, ease of organizational and product information, and the ease of the business transaction all qualify as process quality (McMurrian & Matulich, 2016). Pay particular attention to these interactions a customer has with an organization will allow it to understand the quality of these specific process. The strategy Tyson Food will initiate is a survey based study to ensure the customers are satisfied with these processes.
Benefit
Understanding customer value has no negative effect on a company. McMurrian and Matulich (2016) offer that implementing the understanding of customer value for an organization will allow it to “maintain positive and profitable relationships” (p. 88) as opposed to conducting business purely for the profit. Customer value allows an organization to tap into what the customer base wants and needs from the products and services they purchase, where the products and services are lacking, and how the organization can give the customers what they want and need. Tyson Food provides food product for a large populace of consumers and satisfying each and everyone one of those customers is an impossible feat. Through the implementation of the concept of customer value, Tyson Food will be on its way to pleasing its customer base more than it has in the past. Seegeberth, et al (2016) attributes an increase in customer security and well-being when an organization implements the knowledge customer value brings to the table.
Biblical Integration
Customer value can be boiled down to two concepts in God’s law, understanding and helping other people. Deuteronomy 15:11 states “There will be poor people in the land. Therefore I command you to be openhanded toward Israelites who are poor and needy in your land” (ESV). Regarding customer value, an organization needs to look out for their customers and make sure they are receiving everything they need to be satisfied. It is the duty of the organization to please its client base otherwise customers will search out the next best alternative. Through understanding the customer values an organization can correctly and purposefully implement that knowledge. Just like Philippians 4:9 suggests; “The things you have learned and received and heard and seen in me, practice these things, and the God of peace will be with you” (ESV), an organization can use that knowledge to bring positive effects on the organization and the customers that are loyal to the organization.
Voice of the Customer
Today’s businesses have different platforms of information than they did thirty years ago including Twitter, Yelp, discussion forums, and the internet as a whole. Customers are encouraged to send in their opinions and speak their mind when it comes to receiving products and services. This is called voice of the customer (VOC), which can be increasingly invaluable to businesses today. Many organizations have already begun to delve deep into the usages of VOC. “As VOC is considered as a resource for innovation, firms such as Proctor and Gamble (P&G), and Starbucks are exploiting their online brand communities as conduits for collecting VOC” (Lee, Han, & Suh , 2014). The implementation process for VOC is simple and the benefits are limitless.
Implementation
Through innovations such as business intelligence systems, organizations have been able to collect and sort information at an alarming rate in the recent years. The implementation of this process includes expanding organizational research to the places on the internet that allow customers to speak their voice and opinions about products and services. Appendix A shows the cycle in which the voice of the customer can be used. By delineating Tyson Food customers, the organization can understand where they are letting their voices be heard. The Tyson Food research team will then gather the voice of the customer and interpret the information for the use of the organization in improvements. After improvements have been made, the cycle will start over again analyzing and interpreting the voice of the customer to achieve more improvements.
Benefit
The benefit of understanding and implementing the voice of the customer can be a double edge sword for an organization. Byus and Deis (2013) offer that an organization must face the negative opinions that are out there and be held responsible to those opinions. The implementation of voice of the customer is a slow process but a necessary one. Researchers must be vigilant and interpret the positive and the negative feedback customers provide. The benefit of voice of the customer is an organization can get an expansive view into what customers genuinely think about the products and services they are receiving. Understanding this information can lead an organization to realize where their strengths and weaknesses lie. This information can make a strong organization even stronger and a mediocre organization stronger. If the information is used to implement organizational change for the better than this concept is a positive which should be utilized.
Biblical Integration
Voice of the customer can be related to the story of Lot in Genesis 18-19. This story is about a man who lost his family because they would not listen to the warnings of God. God sent angels to warn Lot and his family of the pending doom on Sodom in which they lived. Lot’s wife turned into a pillar of salt after disregarding the warnings of the angels. In summation, this story provides the clear concept that listening to the word of God is important. Alliterating that the word of God is an analogy for voice of the customer seems a little far-fetched, but to an organization those opinions can lead them on a path of destruction or a path of success.
Competitiveness
A competitive spirit is an important characteristic a business should either have or work to obtain. A company that has a high competitive spirit will find ways to excel above the rest of the competition and become a stronger company. Competition is present in most industries all over the world in varying degrees depending on the size of the industry. The food industry is a very large highly competitive industry to be a part of.
Implementation
Tyson Food owns a variety of brands that sells a variety of different products.

Unfortunately, Tyson Food is not a huge competitor in the global marketplace. Olper, Pacca, and Curzi (2014) describes the import competition in the food industry as a budding enterprise and that companies should be taking advantage of the newest innovations in food import technology. Tyson Food will take advantage of this budding enterprise by expanding it competitive spirit in to European markets. By conducting testing sales in countries such as the United Kingdom, Spain, and Italy Tyson Food will be able to understand where their brands grab attention and gain demand. Competition is a characteristic present in the company, but that competitive spirit can be utilize to advance the company beyond where it has been before. Through the implementation of competition, Tyson Food will become a globally known

company.
Benefit
The main benefit of competition is the advancement of the company. For example, a restaurant that has no competition and all the client base can remain stagnant while maintaining the same atmosphere and performance whether it is positive or negative. The décor can stay the same over years and the food does not have to change. If it is the only place to eat in a populated place, the client base will not disappear. This can be detrimental to the advancement of the restaurant. A company in stagnation will go nowhere and succeed nothing more than what is in the norm. Utilizing Tyson Food’s competitive spirit will allow the company to excel beyond stagnation. It will allow the company to reach success it has not known before.
Biblical Integration
The expansion of a company to the global marketplace, unfortunately, makes it a larger target for negative feedback. Chen, Wen, and Luo (2016) conduct a study on the correlation between corporate social responsibility and expansion through competition. A company can put a target on its back when expanding into the global marketplace and bring more attention to the negative activities that might be happening. Tyson Food will have a responsibility to the global marketplace to conduct business in an ethical manner. Mark 8:36 states, “For what does it profit a man to gain the whole world and forfeit his soul?” (ESV). What is the global marketplace and riches worth if the company conducts business unethically? Utilizing the competitive spirit and strategies should allow a company to follow ethical and moral guidelines even more closely, because of the attention that will be gained.