Alpha Robotics And Loss Of Customers

Running head: ALPHA ROBOTICS AND LOSS OF CUSTOMERS
ALPHA ROBOTICS AND LOSS OF CUSTOMERS
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ALPHA ROBOTICS AND LOSS OF CUSTOMERS1
Table of Contents
Introduction................................................................................................................................3
Discussion..................................................................................................................................3
Managing People....................................................................................................................3
Service Profit Chain Theory...................................................................................................5
Service Quality and Satisfaction............................................................................................6
Impact of Customer Loss.......................................................................................................7
Conclusion..................................................................................................................................8
Recommendation........................................................................................................................9
References................................................................................................................................11

ALPHA ROBOTICS AND LOSS OF CUSTOMERS2
Introduction
Alpha Robotics is a UK based firm that manufactures robots that help other
businesses in picking and packing. The main target group of the company are the businesses
that pack food products for sale at grocery stores. To further increase their revenue and gain
more customer loyalty the firm decided to expand into servicing of the products. The
company wanted to offer the clients a complete solution, that is providing the product and
servicing it, however the customers were dissatisfied by the service. They complained that
the service was not up to the mark and that they did not like the manner in which the service
was conducted by the firm. According to Wilson et al, (2016) service can be defined as
economic activities where the output is not a physical product and is consumed at the time of
production. It provides benefit in terms of convenience that is usually intangible. Providing
service can be a competitive advantage for a firm, as it can help in distinguishing between
similar products. The main purpose of this report is understand why the company, Alpha
Robotics, lost customers and how they can use certain marketing theories that can help them
to retain customers and improve their service. Managing People theory and Service Quality
and Satisfaction theory will be used in this paper to analyse the service of Alpha Robotics.
Discussion
Managing People
It is extremely important that a company not only provides satisfaction in terms of
product, it must also provide satisfaction in terms of service that is provided by the company.
In the case of Alpha Robotics, the consumers were satisfied with the product; however, they
were displeased by the service that the company provided. The main problem that the
customers faced was that the customer service team of the company was not capable of
handling their problems, the technicians were not dedicated enough in the servicing of the

ALPHA ROBOTICS AND LOSS OF CUSTOMERS3
products, and there was lack of internal communication between the staff of the company,
which created a hassle for the consumers (Huang and Wang 2014).
This problem could be solved by managing the people that are working in the
company. The service personnel that are there in a company are an integral part of the
company as they are one of the marketers of the firm; they affect the customer loyalty and the
service quality. These personnel also determine the quality of the productivity and are one of
the major source of competitive advantage for the firm (Ranjan and Read 2016). These are
the people that become a link between the customers and the company; they are the ones who
pass on the information to from one point to the other. Training these personnel can help the
company improve their customer satisfaction through service. Alpha Robotics can create a
much better service personnel workforce that can communicate the problems of the
customers to the technicians, for the customers ease and to provide the customers better
service. The company must make sure that the technicians arrive on time and have all the
parts that are required for the repairing of the product (Vafeas, Hughes and Hilton 2016). The
company must itself take up the responsibility of asking the customers when the wish to
schedule an audit for the product. The company service personnel must update their database
with the customer’s product details, for the customer to have a comfortable experience. The
right people for the job must be hired, for providing the customers more value. The
employees must be motivated to work and must be given rewards and recognitions to
improve their service quality. Rewards and recognitions are important to retain the employees
and by retaining the employees, the company can make sure that it has skilled and qualified
people that are handling the customer complaints, to provide the customers with better
service (Yoo and Arnold 2016). Taking care of the needs of the customers is vital for any
company to encourage customer loyalty through satisfaction. The main aim of the company
was to increase the customer loyalty and gain more revenue by providing incredible service