BAT built a profitable business by selling packaged software and promising free

technical support to all customers; this was their key differentiator from competitors.

The call center that provides technical support, on the other hand, is currently in
disarray. Caller wait times are excessively long, resulting in poor customer satisfaction,
which has a negative impact on any business's success.

Consultants suggested that BAT consider the Fast Track Proposal, which would divide
calls into two categories. Fast Track calls would have a one-minute wait time
guaranteed, but the service would be paid for. Standard calls would remain free, but
with a lower priority and no guarantee of a wait time.

Insights:

Before implementing any strategy, I believe BAT should prioritize aligning their core
competencies with their value proposition; they should not abandon their technical
support value proposition in order to maintain customer satisfaction and a competitive
advantage.