gazine CTO Fred Briggs is the individual who must drive this dramatic transformation from a long distance company to a company that can meet virtually all communications needs. The transformation is so dramatic that Ebber has even suggested that the use of the term MCI be used only to refer to the company's long-distance services.MCI is has a substantial presence in the e-commerce market place, the problem is most of the public still see them as a phone company. The strategy to change this image is simple and complex at the same time. MCI desires to maintain its edge as a leader in the long distance phone market; yet they want the public to consider them the leader in all communications and e-commerce needs. The reason according to Forrester Research is that, in four to five years, support to e-commerce companies will be a $7 trillion market. Therefore, MCI,s desire is that when people see MCI they think e-commerce. Question 11. Evaluation of results.MCI will measure success through customer surveys both internal and external customers. The survey will measure responses to the following questions:Internal What products/services does MCI provide? Do you like the direction the company is heading? If yes why? If No why? What would you do to improve customer service in your department? What kind of changes would you like to see in your work area?External What products/services does MCI provide? What products/services would you like to see MCI provide? Does MCI all telecommunications and e-commerce services you need to run your business?The survey is to be conducted by a consulting firm, with experience in surveying the public. Based on the results the company will continue with the current public relations campaign or adjust our strategies accordingly. Success is also measured through financial success. MCI will determine how well we are performing by observing/measuring o...
