Improving Customer Service at Datatronics: A Case Study

Datatronics has recently acquired an SME named EZ-RP based on their superior customer service process and business ideas. Matt was enjoying his job responsibility in EZ-RP with a team to lead in business development process. The new administration of Datatronics placed him in Customer service Centre, where he found that the company is not focusing in customer satisfaction and this is a major loophole in the system of Datatronics. Matt confronted his superior and promised to propose a case study and new ideas to change the scenario.

Running head: ORGANIZATION AND LEADERSHIP
Organization and Leadership
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1ORGANIZATION AND LEADERSHIP
Abstract/ Executive Summary
Datatronics has recently acquired an SME named EZ-RP based on their superior customer
service process and business ideas. Things started to change as the administration of Datatronics
intervened in structure of employee divisions and changed the settings of the previous company.
Matt was enjoying his job responsibility in EZ-RP with a team to lead in business development
process. The new administration of Datatronics placed him in Customer service Centre, where he
found that the company is not focusing in customer satisfaction and this is a major loophole in
the system of Datatronics. Matt confronted his superior and promised to propose a case study and
new ideas to change the scenario.

2ORGANIZATION AND LEADERSHIP
Table of Contents
Qs 1: Outline the specific information that Matt should collect to build a case for improving
customer service at Datatronics.......................................................................................................2
Qs 2: Describe your top ideas for Matt to present to Joel next week..............................................3
Qs 3: How would Matt get Joel to support his ideas?.....................................................................3
References........................................................................................................................................5

3ORGANIZATION AND LEADERSHIP
Qs 1: Outline the specific information that Matt should collect to build a case
for improving customer service at Datatronics.
To build a case to improve the customer service at Datatronics, Matt require some very
specific information about the existing customer service centre, which are as follows.
 Detailed about the basic training courses of employees of customer service.
 Details about what kind of on-job training is being provided to the employees to ensure
better customer service (William, Chowdhury & Suki, 2016).
 Detailed about new products and services available for the customers
 All the search features of existing and new products for customers and customer-centre
employees.
 Details about the CSR process of the providing customer feedbacks to development
teams.
 Detailed information about the customer complaint registration process and CSR systems
to acknowledge them (Dabholkar, 2015).
 Information regarding the company policies of customer service centre (Arzbächer,
Holtgrewe & Kerst, 2017).
Matt found out that the company is focusing more on developing new products and
features more than customer satisfaction and after-sales services. This may be the trend and the
basic policy of the company however, in long term this policy will hamper the marketing and
sales and in the end the profit of the company. The after sales service was the reason why
Datatronics took over a small competitor like EZ-RP and placed Matt in the customer service

4ORGANIZATION AND LEADERSHIP
centre. Matt pointed out the issue and started gathering the above information to propose a case
study of the company and ideas to improve the services.
Qs 2: Describe your top ideas for Matt to present to Joel next week.
There are many ideas which Matt can implement to improve the after sales services and
customer service centres. One of the top such ideas is monthly seminars and training programs
for customer service centre employees. Here they will be trained about the recent production line
and technical and commercial details about the products and features developed by the company.
Another such idea is to either recruit or upgrade the technically sound employees to the second
level of the customer service department to increase the strength of the level. The course of the
basic training for employees should be revised and updated with time to provide them knowledge
about current product line. Matt can also propose to revise the setup of customer service centre
and divide them into teams to handle specific issues related to the products. However, revising
basic training courses and strengthening the second level of the customer service centre are the
two major ideas Matt can implement to change the condition of customer service centre.
Qs 3: How would Matt get Joel to support his ideas?
Joel McGivern, the superior to Matt was not initially convinced by the idea to change the
customer service centre of the company. According to him, the aim of the company is to invest
in developing new features for their products and new products. With a strong product line, the
company can easily beat their competitors in the market. Joel McGivern explained to Matt that
this is why they cannot focus on customer service and customer feedbacks to carry on.

5ORGANIZATION AND LEADERSHIP
In this situation convincing Joel is not an easy task for Matt. Initially after Joel declined the idea
of Matt, he argued that the after sales service and the customer service of EZ-RP are the most
important aspects, which convinced the administrators and supervisors of Datatronics to take
over the company. This helped Matt to gain the audience of Joel and he offered Matt a chance to
propose his idea about the changes. However, he warned Matt that no plan with excess financial
support for customer service centre would not be approved. Therefore, Matt have to devise a
plan of simple improvement for basic training sessions and creating a better second level
customer service care using existing employees (Kursunluoglu, 2014). To propose such changes
Matt do not need excuse financial support from the company.

6ORGANIZATION AND LEADERSHIP
References
Arzbächer, S., Holtgrewe, U., & Kerst, C. (2017). Call centres: Constructing flexibility. Re-
Organizing Service Work. Call Centres in Germany and Britain (Aldershot ua 2002), 19-
41.
Dabholkar, P. A. (2015). How to improve perceived service quality by increasing customer
participation. In Proceedings of the 1990 academy of marketing science (AMS) annual
conference (pp. 483-487). Springer, Cham.
Kursunluoglu, E. (2014). Shopping centre customer service: creating customer satisfaction and
loyalty. Marketing Intelligence & Planning, 32(4), 528-548.
. Exploring the Critical Factors of Service Experience in Customer Care Centre of Telecom
Industry in Kota Kinabalu, Sabah.