Case Study Analysis: Improving Customer Services at ABC Organization

This case study analysis focuses on improving customer services at ABC Organization. It discusses the needs of customers, areas of improvement, and proposes a strategy for overcoming issues.

Case study analysis

Table of Contents
Introduction................................................................................................................................1
Task 1.........................................................................................................................................1
Part A.....................................................................................................................................1
Part B......................................................................................................................................3
Task 2 Findings..........................................................................................................................9
Task 3 Strategic improvement and approach.............................................................................9
Task 4 Power point presentation..............................................................................................11
Task 5 Analysis of audience feedback.....................................................................................11
Conclusion................................................................................................................................12
References................................................................................................................................13

List of tables
Table 1: Budget........................................................................................................................10

Introduction
Customer services play a critical role in the development of business by offering
faster and accurate services as per the need and expectation of the customers. If the
organization lacks in an assessment of the needs of customer needs and fail to meet the
satisfaction level of the customer then it affects the overall business performance of the
company. The current report will identify and discuss the needs of the customers of the ABC
stationery organization that supply goods and services to the small and medium business
within South East Queensland market. The report will develop a questionnaire and distribute
among different types of the customer which help to identify the actual needs of them and
areas of lacking for further improvement. Moreover, by focusing on the findings of the
survey, the report will propose a strategy to overcome the issues and develop a power point
presentation to communicate the strategic changes to staff members. In the end, the report
will analyze the feedback of the audience related to the changes.
Task 1
Part A
The following questionnaire will be used for analyzing the expiations of the
customers that will help to identify the areas of lack for ABC stationery. The manager will
use this questionnaire to craft improvement in the services operations of the company:
1. How long you are customers of ABC organization?
1 year ( )
2-3 years ( )
3 years and more ( )
2. Is the information provided by the staff of the company accurate?
Agree ( )
Strongly agree ( )
Disagree ( )
Strongly disagree ( )
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3. Do like to see changes in the approach of staff in offering the information?
Agree ( )
Strongly agree ( )
Disagree ( )
Strongly disagree ( )
4. Do you find the staff of ABC knowledgeable regarding services?
Agree ( )
Strongly agree ( )
Disagree ( )
Strongly disagree ( )
5. Is the attitude of staff appropriate?
Agree ( )
Strongly agree ( )
Disagree ( )
Strongly disagree ( )
6. Is the organization taking prompt action for your complaint?
Agree ( )
Strongly agree ( )
Disagree ( )
Strongly disagree ( )
7. How was your purchasing experience with ABC organization?
Satisfactory ( )
Dissatisfactory ( )
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Can’t say ( )
8. What is the main issue in the management of customer services according to your
experience with ABC?
Staff attitude ( )
Knowledge of staff ( )
Accuracy of information provided ( )
Complaint resolution ( )
9. Are you satisfied with the overall customer services of ABC organization?
Agree ( )
Strongly agree ( )
Disagree ( )
Strongly disagree ( )
10. What element is affecting the customer services approach of ABC organization?
Lack of training ( )
Lack of system software ( )
Lack of monitoring and control ( )
Communication ( )
Part B
To identify the issues, the manager has distributed the questionnaire among 20
corporate customers who are buying the goods and services at least for 1 year. Following are
the response of customers related to the analysis and identification of customer services
issues of ABC organization.
1. How long you are taking
services of ABC
Percentage Frequency
1 year 60 12
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2-3 years 30 6
3 year and more 10 2
Total 100 20
Most of the customers of the company are maintaining the relationship from last 1
year as 60% of respondents of corporate customers using services of ABC from last 1 year.
There are 30% of customers who are using services of company 2-3 years and 10% are
utilizing the goods and services of ABC for more than 3 years.
2. Is the information offered by
staff good for you
Percentage Frequency
Agree 20 4
Strongly agree 20 4
Disagree 40 8
Strongly disagree 20 4
Total 100 20
According to the survey, corporate customers are not happy with the information
offered to them. As 40% were disagreeing and 20% were strongly disagreeing over the point
of information provided by the staff is good for them. However, 20% were agreeing that staff
has provided satisfactory information, as well as 20%, were strongly agreeing that staff has
provided accurate information.
3. Like to see changes in the
approach of information
offering
Percentage Frequency
Agree 30 6
Strongly agree 30 6
4

Disagree 30 6
Strongly disagree 10 2
Total 100 20
The corporate customers are like to see changes in the approach of ABC staff in
offering the information as 30% were agreeing to make changes in the approach of offering
information. Moreover, 30% were strongly agreeing to see changes in the approach of
offering information. In spite of that 30% were disagreeing and do not want to see changes in
the approach of offering information. 10% were strongly disagreeing to implement changes.
4. Do you think the staff of
ABC knowledgeable enough
Percentage Frequency
Agree 40 8
Strongly agree 20 4
Disagree 30 6
Strongly disagree 10 2
Total 100 20
The staff of ABC is knowledgeable as 40% of responded were agreeing that the
employee of the company is having enough knowledge related to products and services of the
company. 20% were strongly agreeing with the fact as management staff has good
knowledge. However, 30% were not agreeing as the staff of ABC is knowledgeable related to
every element of the company. Additionally, 10% were strongly disagreeing.
5. Attitude of staff is
appropriate
Percentage Frequency
Agree 10 2
Strongly agree 10 2
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Disagree 50 10
Strongly disagree 30 6
Total 100 20
The attitude of the employee towards customer plays a critical role in maintaining a
relationship with the customer. As per the analysis, 50% of respondents were not happy with
the attitude of staff members as well as 30% were strongly disagreeing that the attitude of the
staff is good. In spite of that, 10% were happy and 10% were strongly agreeing that the
attitude of the staff is good.
6. Management is offering a
quick response to your
complaint
Percentage Frequency
Agree 20 4
Strongly agree 20 4
Disagree 40 8
Strongly disagree 20 4
Total 100 20
The responsiveness of staff helps to encourage the level of services. According to
analysis, the 60% customer were disagreeing and strongly disagreeing with the response to
customer complaint at ABC organization as the staff is not offering real-time support for
issues with the customer. Apart from that 40% of customers were agree that management is
offering quick support to complaints.
7. Your purchasing experience
with the organization
Percentage Frequency
Satisfactory 40 8
6

Dissatisfactory 60 12
Can’t say 0 0
Total 100 20
The experience of the customer while purchasing goods and services from an
organization helps to understand the effectiveness of the company in customer services. As
per the analysis, 60% of respondents were having dissatisfactory experience while purchasing
goods and services from ABC organization. However, 40% of respondents were satisfied
with the customer services quality while purchasing.
8. What are major issues in the
management of customer
services at ABC
Percentage Frequency
Staff attitude 30 6
Knowledge of staff 10 2
Accuracy in the offering of
information
40 8
Compliant resolution 20 4
Total 100 20
There are various issues that affect the business approach of the company. According
to analysis, 30% respondents have voted for staff attitude, 10% were not satisfied with the
knowledge of staff and 40% were dissatisfied with the accuracy of information that offered
by the ABC management related to their queries and problems. In addition to this, 20% of
respondents have marked the lack of customer complaint resolution actions of the company.
9. Are you satisfied with the
overall customer services of
Percentage Frequency
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ABC
Agree 10 2
Strongly agree 20 4
Disagree 40 8
Strongly disagree 30 6
Total 100 20
Now, the overall customer services of ABC organization is not up to the standards of
customer needs. As per the analysis, 70% of the customer were disagreeing and strongly
disagreeing. ABC management is not having good knowledge of needs and not offering
required support to the customers. In spite of that, 20% were agreeing and strongly agreeing
that ABC is offering good customer services.
10. Which element is affecting
the customer services of ABC
organization
Percentage Frequency
Lack of training 20 4
Lack of system software 20 4
Lack of monitoring and control 40 8
Communication 20 4
Total 100 20
There are many elements that the organization is missing in maintaining the customer
services as per the required standards. As per the analysis of the survey, 20% of respondents
think that ABC is not offering appropriate training to staff. 20% think that lack of
implementation of system software is affecting the quick response of organization towards
customer issues. In addition to this, 40% of respondents voted for lack of monitoring and
control over the customer services and approach of staff. 20% of respondents think that there
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is a gap in communication between top management and bottom line staff which influencing
the customer services of ABC organization.
Task 2 Findings
According to the analysis of feedback provided by the customers, it has been carried
out that, ABC management is lacking to understand the needs of the customers related to the
offering of the information, resolving their issues and providing the satisfactory answer to
their queries. Moreover, the customers are not happy with the attitude of the staff members
while purchasing the goods and services as well as not having enough knowledge about
maintaining a relationship with the customers. In addition to this, the major issue with ABC
customer is lack of accuracy in the information related to products and services due to lack of
training, lack of monitoring and control over activities and approach of the staff members
while having the conversation with the customers. These issues need to be resolved soon for
improvement in the customer services of the ABC that will help to retain the customers for a
longer period of time and achieve the business goals. There is no centralized system for
managing the customer services which also have a negative impact on the services of the
company.
Now, to craft improvement in the customer services, it is recommended to the
management of ABC to design and implement the client management system managing the
issues of customer and offering the information related to products and services as per their
request. This will help to minimize interaction with the staff and develop a professional
approach in managing relations. Moreover, management has to conduct a meeting and
training session for an employee to provide the information on how to communicate and
manage the relationship with the customer. Moreover, training will increase their knowledge
about the culture and services of ABC to offer accurate information to satisfy clients.
Task 3 Strategic improvement and approach
ABC management is looking for improvement in the customer services that will help to
encourage the business and support to achieve the goals and objectives. To craft
improvement, ABC management needs to make the following changes which will require a
financial investment. To arrange the funds, the management will contact to the banking
institutes or the creditors. Following are the major requirement and estimated budget for the
actions that the organization will take for meeting the customer needs.
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Table 1: Budget
Requirements Budget
Client Management System 20000$
Training to staff 700-1000$ (per month)
Feedback form for customer 800$ (per month)
360 degree of performance monitoring 1000 $ (per month)
Total 24000$
By implementing these changes the management of ABC will able to manage the
issues of not meeting the ethical standards at the workplace, breaching of the legal and
organizational policies for customer services and quality management process. The Client
Management System (CMS) will help to offer prompt services and information to customer
related to any changes and aspect of products and services of the company (Niazi et al.,
2016). In addition to this, training and develop session will improve understanding of the
staff members about customer needs and developing the professional behaviour that helps to
offer the accurate information by considering the policies, guidelines and delivery options of
the company. The training will help to maintain the quality culture and support to maintain
continuous improvement in the services options of organization (Dwivedi et al., 2015). In
addition to this, the collection of real-time feedback from the clients will support
management to identify the issues of customer relationships and behaviour of staff, delivery
time and price offers to determine for them. This kind of strategic change will help to manage
the services as per the needs of the customer. Apart from that, 360-degree feedback collection
and analysis of allow management to gain in-depth information related to the performance of
staff members and their contribution in the achievement of goals and objectives (Campion,
Campion, and Campion, 2015).
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Task 4 Power point presentation
Task 5 Analysis of audience feedback
The manager has presented the facts and possible actions that could be used for
encouraging the services and help to understand the needs of the customers. Following are
the critical responses of the audience after the reviews of current performance and potential
outcome after implementation of strategic changes in the approach of ABC organization.
Question 1:
The audience was agreeing with the findings of the survey questionnaire as ABC
management is not maintaining the services according to the desired level of customers. The
issues like lacking in services delivery and unethical behaviour of staff and lack of
knowledge is influencing the decision making of customer and relationship. The audience has
considered the input of the customers for making their decisions.
Question 2:
As per the feedback of the audience, there is a need for improvement in services
related to the customers. The organization has been failed to understand and meet the
customer needs such as timely delivery, supporting the purchasing of goods, optimum prices
and legal approach in sales. The audience was agreeing to craft improvement in the analysis
and consideration of customer needs while offering the services.
Question 3:
According to the feedback of the audience, the proposed changes will help the
organization to manage issues and craft improvement in the standards of services. The use of
the online system and monitoring of the staff will help to maintain the standards and
elimination of issues in real-time. The training will improve staff behaviour and knowledge
which will attract customers and support to retain them for a longer period of time. The
integrated approach will improve the quality and effectiveness of the ABC organization.
Question 4:
The implementation of CMS will be beneficial for the company as it will develop a
centralized system to monitor the performance of staff, response to customer issues and
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queries as well as encourage the level of communication that will help in offering services as
per the needs of the customer. The audience was in favour to implement the CMS in ABC
organization.
Question 5:
It is essential for ABC organization to gain acceptance of the staff and business
partners related to the changes going to be implemented in the business approach. The
partners and staff members were agreeing to accept the changes to enhance the performance
and services quality of the organization to gain a competitive advantage.
Conclusion
From the study, it has been carried out that, ABC management is facing issues related
to the lack of monitoring, unethical behaviour of staff, less knowledge and centralized
approach in customer services management. The report has provided information about the
needs of the customer conducting the survey and offered the recommendations for future
improvement. Moreover, the report has provided information about possible changes and
impact on the services of the company with the acceptance of business partners and staff
members.
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References
Campion, M.C., Campion, E.D. and Campion, M.A., 2015. Improvements in performance
management through the use of 360 feedback. Industrial and Organizational
Psychology, 8(1), pp.85-93.
Dwivedi, Y.K., Wastell, D., Laumer, S., Henriksen, H.Z., Myers, M.D., Bunker, D., Elbanna,
A., Ravishankar, M.N. and Srivastava, S.C., 2015. Research on information systems
failures and successes: Status update and future directions. Information Systems
Frontiers, 17(1), pp.143-157.
Niazi, M., Mahmood, S., Alshayeb, M., Riaz, M.R., Faisal, K., Cerpa, N., Khan, S.U. and
Richardson, I., 2016. Challenges of project management in global software
development: A client-vendor analysis. Information and Software Technology, 80,
pp.1-19.
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