Customer Service Management

This report discusses positive and negative experiences with customer service management and how to improve it with the 5Es framework. It also covers CRM models and how to use them. The report offers solved assignments, essays, and dissertations for students.

Running head: CUSTOMER SERVICE MANAGEMENT
Customer Service Management
Name of the Student:
Name of the University:
Author’s Note:

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There are many different incidents that often take place whenever there are some
interactions going between customers and the shopkeepers. This is mainly because of the fact
that there are many points of differences between the customers on one hand and the shopkeeper
on the other whenever there is any kind of transactions that is going on. This report has dealt
with two of such experiences that I have gone through during my transactions or negotiations.
However I have also come to know through this reflective report that there are many different
ways through which the shopkeepers can actually solve these kinds of issues that often arise in
the organization. 5Es framework is one such tool that can be used by the organization or by the
shopkeepers in order to solve these issues.
There are many different touch points that often develop whenever there are some or the
other kinds of touch points or the sense of connectivity that develops between a buyer or the
customer and the shopkeepers. Thus this is really very helpful in noting the different positive and
also the negative experiences that take place during the shopping experiences. There are many
models of CRM that are used by the shopkeepers. IDIC Model has been used in this aspect

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Before transaction experience
Before coming here, I was immersed in many doubts. I did not know what to buy and
which will be the good food for a baby. I was also thinking how to manage my sister’s son at
such a big and crowded mall. Thus I thought that I will be facing a lot of problem. The touch
point was when I got a very good, kind and polite behavior from the shopkeeper. The shopkeeper
also provided a free helpline number to know about the details of the product and also about the
complaint number.
Indentify
The first stage is to understand the customer, the needs and demands of the customers
along with their residential address. Knowing about the geographical location helps in
understanding about the minds set and also the purchasing patterns of the customers.
The positive experience that happened with me was when I went for shopping with my
sister’s son. He was quite young that time and I was finding it tough to shop. I went out for
buying some child food for him from Bellamy’s Company. I wanted to find out some alternative
energy supplements for him as he never wanted to consume fruits or vegetables which his doctor
had asked him to consume. Thus I was really worried for him. I was struggling in the shop as I
did not know what would be good or bad for him.

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During the transaction experience
The touch point that I felt was the polite behavior of the shopkeeper and the assurance
that he gave while showing me all the necessary proofs about the pediatrician’s prescription and
the security tests.
Differentiate
The next step is to understand that all customers will have different kinds of needs and
demands. Thus customer segmentation is of utmost importance in this aspect. Thus he
understood that I am looking for some good quality kid energy supplement food. However after
collecting data about me, he understood that I belong from a high income group and I would like
to collect all the information of the product before buying them. Thus he started giving me all the
relevant information about each food that was kept in the child food section.
Interact
In this stage the shopkeepers usually converse with their customers in order to apply their
CRM plans. Thus they talk with customers in a very polite way and then try to make them
valued. The shopkeeper who was in charge of the kid section came to help me, and he was a very
kind hearted man. He came to me and patiently listened to whatever I had to talk about. He
found me tensed and asked to me seat somewhere. He offered me a glass of water and saw the
child with me. He told me that there is a kid day care section in the mall and they take good care

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of the children. This relieved me a lit as I could talk properly. I told him that I wanted to buy
some reasonable healthy energy supplements for the kid. He understood my concern that
After transaction Experience
After coming out from the mall, I was very happy and assured about the product quality, I
was also promised by the shopkeeper that if there is any issue with the product then I will be able
to contact him. He also made sure that in case I need ore of this product or any other products
from their retail section they will be delivering it to my place.
Customize
In this stage the shopkeeper understands all the needs and demands of the customer along
with their purchase patterns. The shopkeepers try to ensure that they can meet with all the needs
and demands of their customers in this stage. The after sale services must also be provided
during this stage. The shopkeeper showed me a baby food that was tasty and was also filled with
all the essential energy supplements. The shopkeeper also showed me the proofs of the baby food
being clinically tested and also being prescribed by many pediatricians. This helped me to be
assured about the quality and safety of the product before purchasing.
However I also had some negative experience as follows-
While buying some medicines from a well known pharmacy that is from Cipla Australia
Pty Ltd, all customers were being made to wait.
Before

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My experience before coming to the medicine shop was good. I kept positive expectation
as I went to the mall previously where I got a very good experience; I felt that I will be getting an
equally good experience here as well.
During
During my stay in this placed I realized that not every organization has a good or planned
CRM or customer relationship management system. I was feeling very angry. This was in sharp
contrast to my past experience. As a customer I had a very good and helpful service in the m al
where the shopkeeper helped me with all possible help.
There was a huge crowd that was gathering outside the shop. All the customers were
being made to stand and nobody catered to their needs. I drove from a far distance and was
standing near the shop for a long time.
After
After the shop got closed, I was very angry and tired. I went back thinking that this kind
of careless activities must be reported to the customer forum management. Strict actions have to
be taken against these activities.
It was hot outside and many of the individuals that stood in the line were patients
themselves or had their sick parents waiting for them at home. The behavior of the shopkeeper
was very bad and he did not want to interact with any of the patients or even understand about
the urgency that they were facing. After waiting for about 2 hours in the line, the shop closed and
the shopkeeper said that their current stock is over and they will be able to provide the products
only in the next week and not before that.

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Use Proto-persona profiles
About Stella
She is a content strategist and she will always like to work in any company where she can
highlight the actual pros and cons taking place in the organization.
Pain Points
The pain points mainly include the rude behavior of shopkeepers and their ignorance
towards the customers.
Needs
Needs a right platform where she can actually work with proper freedom and escalate the
issues that harm the customers
Goals
Thus her goal will always be to take care of the customers and their needs. She will not
work in any place where the shopkeepers ignore the responsibilities and the duties of a
sound customer management system.

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The poor customer experience can be understood through this profile. People like Stella will be
able to understand and escalate these issues to the consumer forum. Issues like negligence must
be seen properly and with proper strictness.

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About Ron
Tony is a software developer and a techie. He is also a management personnel from a top B school. He
is well versed in the art of customer handling and management
Pain Points
The pain points are not being able to serve the customers properly
Needs
Needs a good and sound workplace where all the customers can be served properly with the after sale
services as well.
Goals
 To make sure that customers get a free sample before final purchase
 Get proper customer service
 Get services and assistance like child care centers and others

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The good experience that I had at the retail mall must be properly associated with this aspect so
that all the organizations can focus over the same

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