Improving Customer Service at ABC Stationary Company - Case Study

This case study highlights the survey conducted to collect information regarding improvement of customer service at ABC Stationary Company. Responses from customers are collected through questionnaire. The purpose of the survey is to give recommendation about areas in customer service that can be improved. Effective customer management services generate profits for the company.

Case Study ABC Company
ABC Stationary Company
Name
1

Case Study ABC Company
Contents
Executive summary.....................................................................................................................................2
Introduction.................................................................................................................................................3
Task 1A........................................................................................................................................................3
Task 1B........................................................................................................................................................5
Task 3: Customer service issues:................................................................................................................18
Task 4: Feedback Form..............................................................................................................................19
Task 5:.......................................................................................................................................................20
2

Case Study ABC Company
Executive summary
The ABC stationary company only has only eight staff members. The company supplies office
stationary to small and medium-sized businesses. The company targets the market in southeast
Queensland. The company has never implemented any formally designed customers’ service
strategies. No training has ever been delivered to customers based on designed customer service
strategies goals. The company possesses a diversified staff. Both males and females are
employed as the staff member few members even possess the non-English background.
3

Case Study ABC Company
Introduction
The assignment highlights the survey conducted to collect information regarding improvement of
customer service at the company. Responses from customers are collected through questionnaire.
The purpose of the survey is to give recommendation about areas in customer service that can be
improved. Effective customer management services generate profits for the company.
Task 1A
Being the customer of the ABC Company I would expect quality services from the businesses.
Being served by a small company, I would believe that the company delivers timely services,
makes immediate changes in the order if required, is capable of making emergency deliveries
and offer the best price. The ABC Company must make sure that is highly responsive to its
clients’ needs. Maintain a good relationship with customers, will help the company to amplify its
revenues and sales. ABC is a small company with no formal customer service strategies. To
make a mark in the market and to earn a good reputation, the company has to work on its
customer service strategies to retain existing clients and attract more from the market. High-end
customer services not only stratify customers but it also helps in developing a long term
relationship with them1.
Untimely delivery, delayed response, high pricing, rude behavior of the sales member will surely
alienate customers2.
Customer Service Questionnaire
No of respondent
Please rate the following on a scale of one to five with one market as ‘’strongly disagree’’ and
five marked as ‘’strongly agree.’’
Staff attitude and
knowledge
Strongly
disagree
Disagree Neutral Agree Strongly
agree
The staff members
have friendly
behavior
1 2 3 4 5
Staff members
possess the product
knowledge
1 2 3 4 5
Staff members are
responsive
1 2 3 4 5
Complaints Strongly
disagree
Disagree Neutral Agree Strongly
agree
My complaints are
immediately
answered
1 2 3 4 5
1 , Ruchika Sharma, 16 Excellent Customer Satisfaction Survey Examples HubSpot Blog
<https://blog.hubspot.com/service/customer-satisfaction-survey-examples>
2 Nature and Types of Services: Features of Services with Solved Examples (25 June 2018)
Toppr <https://www.toppr.com/guides/business-studies/business-services/nature-and-
types-of-services/>
4

Case Study ABC Company
Price and value of
services
Strongly
disagree
Disagree Neutral Agree Strongly
agree
Services are fairly
priced
1 2 3 4 5
Services are highly
priced
1 2 3 4 5
Purchasing
experience
Strongly
disagree
Disagree Neutral Agree Strongly
agree
Willingness to help 1 2 3 4 5
Courteous 1 2 3 4 5
Availability of
products
1 2 3 4 5
Timely delivery 1 2 3 4 5
Transaction
completion
1 2 3 4 5
Return Strongly
disagree
Disagree Neutral Agree Strongly
agree
My products are
returned if they are
damaged
1 2 3 4 5
My products are
returned if they do
not meet
specification
1 2 3 4 5
Accuracy of
information:
Strongly
disagree
Disagree Neutral Agree Strongly
agree
I am provided with
accurate
information
1 2 3 4 5
Customer service
representatives are
always available to
answer queries
1 2 3 4 5
5

Case Study ABC Company
Task 1B
Questionnaires including the marked responses from respondents are attached below. Responses
are highlighted in yellow
Customer Service Questionnaire
No of respondent 1
Please rate the following on a scale of one to five with one market as ‘’strongly disagree’’ and
five marked as ‘’strongly agree.’’
Staff attitude and
knowledge
Strongly
disagree
Disagree Neutral Agree Strongly
agree
The staff members
have friendly
behavior
1 2 3 4 5
Staff members
possess the product
knowledge
1 2 3 4 5
Staff members are
responsive
1 2 3 4 5
Complaints Strongly
disagree
Disagree Neutral Agree Strongly
agree
My complaints are
immediately
answered
1 2 3 4 5
Price and value of
services
Strongly
disagree
Disagree Neutral Agree Strongly
agree
Services are fairly
priced
1 2 3 4 5
Services are highly
priced
1 2 3 4 5
Purchasing
experience
Strongly
disagree
Disagree Neutral Agree Strongly
agree
Willingness to help 1 2 3 4 5
Courteous 1 2 3 4 5
Availability of
products
1 2 3 4 5
Timely delivery 1 2 3 4 5
Transaction
completion
1 2 3 4 5
Return Strongly
disagree
Disagree Neutral Agree Strongly
agree
6

Case Study ABC Company
My products are
returned if they are
damaged
1 2 3 4 5
My products are
returned if they do
not meet
specification
1 2 3 4 5
Accuracy of
information:
Strongly
disagree
Disagree Neutral Agree Strongly
agree
I am provided with
accurate
information
1 2 3 4 5
Customer service
representatives are
always available to
answer queries
1 2 3 4 5
Customer Service Questionnaire
No of respondent 2
Please rate the following on a scale of one to five with one market as ‘’strongly disagree’’ and
five marked as ‘’strongly agree.’’
Staff attitude and
knowledge
Strongly
disagree
Disagree Neutral Agree Strongly
agree
The staff members
have friendly
behavior
1 2 3 4 5
Staff members
possess the product
knowledge
1 2 3 4 5
Staff members are
responsive
1 2 3 4 5
Complaints Strongly
disagree
Disagree Neutral Agree Strongly
agree
My complaints are
immediately
answered
1 2 3 4 5
Price and value of
services
Strongly
disagree
Disagree Neutral Agree Strongly
agree
Services are fairly
priced
1 2 3 4 5
Services are highly
priced
1 2 3 4 5
Purchasing
experience
Strongly
disagree
Disagree Neutral Agree Strongly
agree
7

Case Study ABC Company
Willingness to help 1 2 3 4 5
Courteous 1 2 3 4 5
Availability of
products
1 2 3 4 5
Timely delivery 1 2 3 4 5
Transaction
completion
1 2 3 4 5
Return Strongly
disagree
Disagree Neutral Agree Strongly
agree
My products are
returned if they are
damaged
1 2 3 4 5
My products are
returned if they do
not meet
specification
1 2 3 4 5
Accuracy of
information:
Strongly
disagree
Disagree Neutral Agree Strongly
agree
I am provided with
accurate
information
1 2 3 4 5
Customer service
representatives are
always available to
answer queries
1 2 3 4 5
Customer Service Questionnaire
No of respondent 3
Please rate the following on a scale of one to five with one market as ‘’strongly disagree’’ and
five marked as ‘’strongly agree.’’
Staff attitude and
knowledge
Strongly
disagree
Disagree Neutral Agree Strongly
agree
The staff members
have friendly
behavior
1 2 3 4 5
Staff members
possess the product
knowledge
1 2 3 4 5
Staff members are
responsive
1 2 3 4 5
Complaints Strongly Disagree Neutral Agree Strongly
8

Case Study ABC Company
disagree agree
My complaints are
immediately
answered
1 2 3 4 5
Price and value of
services
Strongly
disagree
Disagree Neutral Agree Strongly
agree
Services are fairly
priced
1 2 3 4 5
Services are highly
priced
1 2 3 4 5
Purchasing
experience
Strongly
disagree
Disagree Neutral Agree Strongly
agree
Willingness to help 1 2 3 4 5
Courteous 1 2 3 4 5
Availability of
products
1 2 3 4 5
Timely delivery 1 2 3 4 5
Transaction
completion
1 2 3 4 5
Return Strongly
disagree
Disagree Neutral Agree Strongly
agree
My products are
returned if they are
damaged
1 2 3 4 5
My products are
returned if they do
not meet
specification
1 2 3 4 5
Accuracy of
information:
Strongly
disagree
Disagree Neutral Agree Strongly
agree
I am provided with
accurate
information
1 2 3 4 5
Customer service
representatives are
always available to
answer queries
1 2 3 4 5
Customer Service Questionnaire
No of respondent 4
Please rate the following on a scale of one to five with one market as ‘’strongly disagree’’ and
9

Case Study ABC Company
five marked as ‘’strongly agree.’’
Staff attitude and
knowledge
Strongly
disagree
Disagree Neutral Agree Strongly
agree
The staff members
have friendly
behavior
1 2 3 4 5
Staff members
possess the product
knowledge
1 2 3 4 5
Staff members are
responsive
1 2 3 4 5
Complaints Strongly
disagree
Disagree Neutral Agree Strongly
agree
My complaints are
immediately
answered
1 2 3 4 5
Price and value of
services
Strongly
disagree
Disagree Neutral Agree Strongly
agree
Services are fairly
priced
1 2 3 4 5
Services are highly
priced
1 2 3 4 5
Purchasing
experience
Strongly
disagree
Disagree Neutral Agree Strongly
agree
Willingness to help 1 2 3 4 5
Courteous 1 2 3 4 5
Availability of
products
1 2 3 4 5
Timely delivery 1 2 3 4 5
Transaction
completion
1 2 3 4 5
Return Strongly
disagree
Disagree Neutral Agree Strongly
agree
My products are
returned if they are
damaged
1 2 3 4 5
My products are
returned if they do
not meet
specification
1 2 3 4 5
Accuracy of
information:
Strongly
disagree
Disagree Neutral Agree Strongly
agree
I am provided with 1 2 3 4 5
10

Case Study ABC Company
accurate
information
Customer service
representatives are
always available to
answer queries
1 2 3 4 5
Customer Service Questionnaire
No of respondent 5
Please rate the following on a scale of one to five with one market as ‘’strongly disagree’’ and
five marked as ‘’strongly agree.’’
Staff attitude and
knowledge
Strongly
disagree
Disagree Neutral Agree Strongly
agree
The staff members
have friendly
behavior
1 2 3 4 5
Staff members
possess the product
knowledge
1 2 3 4 5
Staff members are
responsive
1 2 3 4 5
Complaints Strongly
disagree
Disagree Neutral Agree Strongly
agree
My complaints are
immediately
answered
1 2 3 4 5
Price and value of
services
Strongly
disagree
Disagree Neutral Agree Strongly
agree
Services are fairly
priced
1 2 3 4 5
Services are highly
priced
1 2 3 4 5
Purchasing
experience
Strongly
disagree
Disagree Neutral Agree Strongly
agree
Willingness to help 1 2 3 4 5
Courteous 1 2 3 4 5
Availability of
products
1 2 3 4 5
Timely delivery 1 2 3 4 5
Transaction
completion
1 2 3 4 5
11

Case Study ABC Company
Return Strongly
disagree
Disagree Neutral Agree Strongly
agree
My products are
returned if they are
damaged
1 2 3 4 5
My products are
returned if they do
not meet
specification
1 2 3 4 5
Accuracy of
information:
Strongly
disagree
Disagree Neutral Agree Strongly
agree
I am provided with
accurate
information
1 2 3 4 5
Customer service
representatives are
always available to
answer queries
1 2 3 4 5
Customer Service Questionnaire
No of respondent 6
Please rate the following on a scale of one to five with one market as ‘’strongly disagree’’ and
five marked as ‘’strongly agree.’’
Staff attitude and
knowledge
Strongly
disagree
Disagree Neutral Agree Strongly
agree
The staff members
have friendly
behavior
1 2 3 4 5
Staff members
possess the product
knowledge
1 2 3 4 5
Staff members are
responsive
1 2 3 4 5
Complaints Strongly
disagree
Disagree Neutral Agree Strongly
agree
My complaints are
immediately
answered
1 2 3 4 5
Price and value of
services
Strongly
disagree
Disagree Neutral Agree Strongly
agree
Services are fairly
priced
1 2 3 4 5
Services are highly
priced
1 2 3 4 5
12

Case Study ABC Company
Purchasing
experience
Strongly
disagree
Disagree Neutral Agree Strongly
agree
Willingness to help 1 2 3 4 5
Courteous 1 2 3 4 5
Availability of
products
1 2 3 4 5
Timely delivery 1 2 3 4 5
Transaction
completion
1 2 3 4 5
Return Strongly
disagree
Disagree Neutral Agree Strongly
agree
My products are
returned if they are
damaged
1 2 3 4 5
My products are
returned if they do
not meet
specification
1 2 3 4 5
Accuracy of
information:
Strongly
disagree
Disagree Neutral Agree Strongly
agree
I am provided with
accurate
information
1 2 3 4 5
Customer service
representatives are
always available to
answer queries
1 2 3 4 5
Customer Service Questionnaire
No of respondent 7
Please rate the following on a scale of one to five with one market as ‘’strongly disagree’’ and
five marked as ‘’strongly agree.’’
Staff attitude and
knowledge
Strongly
disagree
Disagree Neutral Agree Strongly
agree
The staff members
have friendly
behavior
1 2 3 4 5
Staff members
possess the product
knowledge
1 2 3 4 5
Staff members are 1 2 3 4 5
13

Case Study ABC Company
responsive
Complaints Strongly
disagree
Disagree Neutral Agree Strongly
agree
My complaints are
immediately
answered
1 2 3 4 5
Price and value of
services
Strongly
disagree
Disagree Neutral Agree Strongly
agree
Services are fairly
priced
1 2 3 4 5
Services are highly
priced
1 2 3 4 5
Purchasing
experience
Strongly
disagree
Disagree Neutral Agree Strongly
agree
Willingness to help 1 2 3 4 5
Courteous 1 2 3 4 5
Availability of
products
1 2 3 4 5
Timely delivery 1 2 3 4 5
Transaction
completion
1 2 3 4 5
Return Strongly
disagree
Disagree Neutral Agree Strongly
agree
My products are
returned if they are
damaged
1 2 3 4 5
My products are
returned if they do
not meet
specification
1 2 3 4 5
Accuracy of
information:
Strongly
disagree
Disagree Neutral Agree Strongly
agree
I am provided with
accurate
information
1 2 3 4 5
Customer service
representatives are
always available to
answer queries
1 2 3 4 5
14

Case Study ABC Company
Customer Service Questionnaire
No of respondent 8
Please rate the following on a scale of one to five with one market as ‘’strongly disagree’’ and
five marked as ‘’strongly agree.’’
Staff attitude and
knowledge
Strongly
disagree
Disagree Neutral Agree Strongly
agree
The staff members
have friendly
behavior
1 2 3 4 5
Staff members
possess the product
knowledge
1 2 3 4 5
Staff members are
responsive
1 2 3 4 5
Complaints Strongly
disagree
Disagree Neutral Agree Strongly
agree
My complaints are
immediately
answered
1 2 3 4 5
Price and value of
services
Strongly
disagree
Disagree Neutral Agree Strongly
agree
Services are fairly
priced
1 2 3 4 5
Services are highly
priced
1 2 3 4 5
Purchasing
experience
Strongly
disagree
Disagree Neutral Agree Strongly
agree
Willingness to help 1 2 3 4 5
Courteous 1 2 3 4 5
Availability of
products
1 2 3 4 5
Timely delivery 1 2 3 4 5
Transaction
completion
1 2 3 4 5
Return Strongly
disagree
Disagree Neutral Agree Strongly
agree
My products are
returned if they are
damaged
1 2 3 4 5
My products are
returned if they do
not meet
specification
1 2 3 4 5
15

Case Study ABC Company
Accuracy of
information:
Strongly
disagree
Disagree Neutral Agree Strongly
agree
I am provided with
accurate
information
1 2 3 4 5
Customer service
representatives are
always available to
answer queries
1 2 3 4 5
Customer Service Questionnaire
No of respondent 9
Please rate the following on a scale of one to five with one market as ‘’strongly disagree’’ and
five marked as ‘’strongly agree.’’
Staff attitude and
knowledge
Strongly
disagree
Disagree Neutral Agree Strongly
agree
The staff members
have friendly
behavior
1 2 3 4 5
Staff members
possess the product
knowledge
1 2 3 4 5
Staff members are
responsive
1 2 3 4 5
Complaints Strongly
disagree
Disagree Neutral Agree Strongly
agree
My complaints are
immediately
answered
1 2 3 4 5
Price and value of
services
Strongly
disagree
Disagree Neutral Agree Strongly
agree
Services are fairly
priced
1 2 3 4 5
Services are highly
priced
1 2 3 4 5
Purchasing
experience
Strongly
disagree
Disagree Neutral Agree Strongly
agree
Willingness to help 1 2 3 4 5
Courteous 1 2 3 4 5
Availability of
products
1 2 3 4 5
Timely delivery 1 2 3 4 5
16

Case Study ABC Company
Transaction
completion
1 2 3 4 5
Return Strongly
disagree
Disagree Neutral Agree Strongly
agree
My products are
returned if they are
damaged
1 2 3 4 5
My products are
returned if they do
not meet
specification
1 2 3 4 5
Accuracy of
information:
Strongly
disagree
Disagree Neutral Agree Strongly
agree
I am provided with
accurate
information
1 2 3 4 5
Customer service
representatives are
always available to
answer queries
1 2 3 4 5
Customer Service Questionnaire
No of respondent 10
Please rate the following on a scale of one to five with one market as ‘’strongly disagree’’ and
five marked as ‘’strongly agree.’’
Staff attitude and
knowledge
Strongly
disagree
Disagree Neutral Agree Strongly
agree
The staff members
have friendly
behavior
1 2 3 4 5
Staff members
possess the product
knowledge
1 2 3 4 5
Staff members are
responsive
1 2 3 4 5
Complaints Strongly
disagree
Disagree Neutral Agree Strongly
agree
My complaints are
immediately
answered
1 2 3 4 5
Price and value of
services
Strongly
disagree
Disagree Neutral Agree Strongly
agree
Services are fairly 1 2 3 4 5
17

Case Study ABC Company
priced
Services are highly
priced
1 2 3 4 5
Purchasing
experience
Strongly
disagree
Disagree Neutral Agree Strongly
agree
Willingness to help 1 2 3 4 5
Courteous 1 2 3 4 5
Availability of
products
1 2 3 4 5
Timely delivery 1 2 3 4 5
Transaction
completion
1 2 3 4 5
Return Strongly
disagree
Disagree Neutral Agree Strongly
agree
My products are
returned if they are
damaged
1 2 3 4 5
My products are
returned if they do
not meet
specification
1 2 3 4 5
Accuracy of
information:
Strongly
disagree
Disagree Neutral Agree Strongly
agree
I am provided with
accurate
information
1 2 3 4 5
Customer service
representatives are
always available to
answer queries
1 2 3 4 5
Task 3: Customer service issues:
The results collected through questionnaire highlight several customer service issues that the
company is facing. The company must act upon them before clients are disgruntled or alienate.
Following issues are apparent through the analysis of results:
 Customers are not provided with accurate information pre or post sales
 Employees do not possess full knowledge regarding products or after sale services
 Customer representatives are mostly unavailable when clients try to connect. This might
be because of the limited staff available.
18

Case Study ABC Company
 Most of the transaction end up in between the negotiation
 There aren’t timely deliveries
 Employees do not have the eager to help3
 Products are mostly unavailable at the company stocks
 Complaints are instantly answered
 Staff members are not responsive to the concerns of clients.
The staff members have friendly behavior
Staff members possess the product knowledge
Staff members are responsive
My complaints are immediately answered
Services are fairly priced
Services are highly priced
Willingness to help
Courteous
Availability of products
Timely delivery
Transaction completion
My products are returned if they are damaged
My products are returned if they do not meet
specification
I am provided with accurate information
Customer service representatives are always
available to answer queries
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Survey Results
Strongly disagree Disagree Neutral Agree Strongly agree
Task 4: Feedback Form
Name
Date
Roll number
Strongly Disagree Neutral Agree Strongly
3 , Lindsay Heidbrink, Four Ways to Resolve Customer Service Issues (1 February 2018)
<https://www.businessknowhow.com/marketing/resolvecs.htm>
19

Case Study ABC Company
disagree agree
The
presentation
was
informative
1 2 3 4 5
The
presentation
presented clear
information
The
presentation
mentioned
relevant
material
The
presentation
was interactive
The
presentation
presented
accurate
information
Questions were
addressed
properly
Task 5:
The audience were well satisfied with the presentation. The presentation presented clear,
accurate and relevant information. It was concise yet delivered complete information to the
audience. The interactive session made the entire presentation much more interesting. Questions
were clearly answered at the end.4
4 7 Essential Steps to Solving Customer Service Problems with Content SurveyMonkey
<https://www.surveymonkey.com/curiosity/7-steps-better-customer-customer-service/>
20

Case Study ABC Company
Bibliography
1. Polaczyk, Justyna, 5 Common Customer Service Problems and How to Resolve Them (7
February 2018) LiveChat https://www.livechatinc.com/blog/common-customer-service-
problems/
2. Sharma, Ruchika, 16 Excellent Customer Satisfaction Survey Examples HubSpot Blog
<https://blog.hubspot.com/service/customer-satisfaction-survey-examples>
3. Nature and Types of Services: Features of Services with Solved Examples (25 June 2018)
Toppr <https://www.toppr.com/guides/business-studies/business-services/nature-and-
types-of-services/>
4. Top 7 Customer Service Challenges and How to Resolve Them in 2018 (Updated) (16
May 2018) Acquire <https://acquire.io/blog/customer-service-challenges/>
5. Heidbrink, Lindsay, Four Ways to Resolve Customer Service Issues (1 February 2018)
<https://www.businessknowhow.com/marketing/resolvecs.htm>
6. 7 Essential Steps to Solving Customer Service Problems with Content SurveyMonkey
<https://www.surveymonkey.com/curiosity/7-steps-better-customer-customer-service/>
21