Improving Online Customer Service and Staff Training

DIGITAL BUSINESS MANAGEMENT

Table of Contents
Issue 1: Poor online customer service........................................................................................3
Description of issue................................................................................................................3
Description of solution...........................................................................................................3
Implementation plan and control............................................................................................4
Budget and timeline................................................................................................................5
Responsible person for plan implementation.........................................................................6
Issue 2: Corporate staff insufficiently trained............................................................................7
Description of issue................................................................................................................7
Description of solution...........................................................................................................7
Implementation plan and control............................................................................................8
Budget and timeline................................................................................................................9
Responsible person for plan implementation.......................................................................10
Reference list............................................................................................................................11
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Issue 1: Poor online customer service
Description of issue
Customers of Woolworths are not getting satisfactory online service and this kind of
dissatisfaction is leading them to make new decision of purchasing from other online retailers
such as Amazon. Amazon is leading the Australian retail market through its best quality
online service and it is a potential threat to Woolworths (News.com.au. 2019).
Description of solution
It is important for Woolworths to analyzed online service of Amazon in order to identify their
gaps in business. This company needs to ensure provision of best quality experience of online
shopping to their existing customers. As suggested by Wong et al. (2015), this company may
consider implementation of Artificial intelligence (AI) to follow up with queries and
grievances of customers. It is an innovative technology that helps to influence decision
making of new customers. Youth and millennial will prefer this solution to their complaint
and they will understand that this company values their opinion. The new customer
decision-making process consists of 5 different stages. In the first stage, customers identify
their problem or specific need. After that, they search for options and evaluate different
alternatives. As mentioned that Halvorsrud et al. (2016), customers make decision after
evaluating available alternatives. Throughout this process, they might face difficulties and
might ask for help. Amazon understands this process and support customers in decision
making regarding purchasing. Woolworths needs to follow up immediately after obtaining
request for help or any kinds of query of customers.
Amazon has already implemented AI technologies to provide the best experience to
customers. Good service quality of Amazon is helping them to beat other e-commerce
organizations such as Woolworths. Hanaysha (2016) have mentioned that financial
performance of Amazon is better than Woolworths as they are providing better online
service. It has been reported that this retail giant has generated more than $293 million in
2018 and still working on their AI technologies to improve online service quality
(Smartcompany.com.au, 2019). This is the main reason behind success story of Amazon.
However, it is expected that the revenue of Woolworths will be increased by near about 2.8%
at the end of 2019. In this era of digital business, people of young generation prefer to have
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technical support in order to save time. As mentioned by Wong et al. (2015), implementation
of AI technologies such as Chatbot may help Woolworths to help customers in orders placing
and improving tracking of order section. Most of the new customers put queries regarding
purchasing process of online and Woolworth is being unable to solve all queries within
minimum time. This aspect is leading to customer dissatisfaction and it is negatively
impacting on revenue generation.
Implementation plan and control
Steps of implementation Control measure
Conduction of research to get concept about
AI
Evaluating outcome of research
Identification of areas of development Assessing identified gaps with complaints
Hiring experts Verification of background and experience
before hiring
Starting of pilot project Development and execution of project
management plan
Trial Recording and evaluation trial outcome
Incorporation of AI Monitoring performance on regular basis
and updating system while required
Table 1: Implementation plan for AI
Woolworth may create customer-oriented search through implementation of AI and this
approach of this company will be able to improve search result for online shoppers. As
suggested by Asfaw et al. (2015), existing customers will be able to select desired groceries
and will share their experience with others. More improved online sales process can be
developed with help of AI technology. This organization needs to ensure step by step process
for implementing AI technology to improve online service. Steps of implementation of AI
technology are mentioned below,
Conduction of research to get concept about AI: In the beginning, management of
Woolworths needs to conduct research on available AI technologies that can support e-
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