Customer Complaint Handling in PERSOLLO: A Case Study

This paper focuses on the customer complaint handling issues faced by PERSOLLO, an Australian tech company. It analyzes the problem using the customer code of ethics model and proposes a change program to improve the complaint handling system.

Running head: SBM4203 MANAGEMENT INFORMATION SYSTEM
SBM4203 Management Information System
Assessment 2: Critical Review
Name of the Student
Name of the University

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Table of Contents
1.0 Introduction..........................................................................................................................3
2.0 Overview of the Organization..............................................................................................3
3.0 Description of the problem...................................................................................................4
4.0 Model or concept on organizational ethics to analyze the problem.....................................5
5.0 Design of an intervention/ change program to solve the problem.......................................7
6.0 Conclusion............................................................................................................................9
References................................................................................................................................10

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1.0 Introduction
The paper focuses on a specific problem faced by a specific organization, which is
selected for this purpose. PERSOLLO is an Australian based tech company, which has been
considered for this assignment. The aim of this paper is to identify a potential problem within
the organization or business and analyze the probable reasons, causes, and effects of this
problem. Thereby, an effective and useful solution will be proposed based on the nature of
the identified problem. In order to serve this purpose, a specific concept or model will be
applied for executing a thorough and detailed analysis of the identified issue in relation with
organization ethics and culture (Cui et al. 2017). Thus, the paper will ultimately present a
designed intervention or a change program that can potentially address the issue and yield
positive outcomes in relation to the identified context.
2.0 Overview of the Organization
PERSOLLO is a Sydney based startup company that typically specializes in targeted
social selling using artificial intelligence and big data analytics. The organization is focused
on data driven conversion of sales through AI (Artificial Intelligence) influencer marketing
and instant checkout technology. The area of operation of PERSOLLO involves enabling the
influencers and brands to be able to concert their social media engagement into potential sales
by one click buy checkout. The company deals with analysis of customer purchasing
behavior in order to optimize the sales conversions. It is typically designed for mobile and
social media and operates on click through payments directly from digital advertisements,
social media posts, blogs, videos and so on.
According to Bergel and Brock (2018), PERSOLLO solely specializes on using data
analytics and artificial intelligence in order to empower various brands, bloggers, influencers,
artists and freelancer to sell their creations and works directly to their desired audience

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anytime and anywhere. It can be thought of as an instant checkout e-commerce platform for
digital marketing for influencers. PERSOLLO has already established partnerships with
multiple renowned brands and influencers that significantly include Polar, Marie Claire,
Sunglass Hut, Mamba Wamba, New Balance, Better Homes and Gardens, Wooden City,
Hotels Combined, Australian UGGs Original and many more. Some of the useful sales
conversion solutions provided by PERSOLLO include influencer marketing, social analytics,
instant checkout, affiliate rewards etc.
According to Daugherty, Bolumole and Grawe (2019), the specialization of
PERSOLLO is to provide tools for social media selling in just one click without needing to
build expensive e-commerce websites and online shopping carts. The organization has been
founded in the year 2015 and the initial vision of the founder was to enable a way to be able
to be paid by using just a simple URL link. The present vision of PERSOLLO is to be
recognized as a single hub for the cross platform online transactions and financial services
with the help of a new, straightforward and personalized way for making business sales, trade
services or donations with simple one click URL links.
3.0 Description of the problem
Off late, the organization has started to receive increasing number of customer/ client
complaints in terms of various different reasons or issues. Even though the organization
solely deals with customers with the help of digital or social media and live chat, often times
customers may be wanting to communicate over a phone call and try to have a one to one
conversation with a personalized expert to talk about a specific issue. Customers want this
kind of dedicated effort from the company so that the expert can provide some useful
suggestions and detailed insights to solve their problems. In this scenario, the organization
may have had certain drawbacks or mistakes in terms of dealing with customer queries or
problems or resolving complicated issues by providing adequate support to the customer

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when it was needed the most. As a result, the company abruptly started to receive a couple of
negative feedbacks in terms of its capability to provide effective, timely resolutions to
complicated customer problems (STAUSS and Seidel, 2019). Apart from that, poor
accessibility may be another cause where business has failed to offer sufficient facilities and
aids to the clients who expected it. Another crucial reason behind a rising number of
customer or client complaint may be due to not giving enough value to the customer or client
opinions. In other words, the company may have failed to some extent to take the necessary
measures in order to cultivate a proper base of loyal customers due to their lack of focus on
putting enough value and priority to the opinions of their customers.
As it has been seen through carrying out a critical observation to the organizational
record of the company so far, few of their customers have tried to express their concern on
the company’s tendency to ignore their customer’s opinions (Hill and Alexander, 2017). It is
seen that with respect to providing the social media selling solutions, it is highly crucial to
listen to the objections, ideas, opinions and thoughts of their other stakeholders, including
their clients, customers and business partners. The organization may be not put much effort in
terms of making their clients happy by listening to their concerns if and when anything went
wrong. They did not focus enough on establishing adequate arrangements for enabling people
in making their voices heard and raising complaints to be able to becoming a customer
focused, transparent and visible entity that is supported and valued by the company’s
management (Stauss and Seidel, 2019). It may have been the case that the company did not
implement an effective mechanism for handing customer complaints with the help of a
dedicated workforce who will solely deal with listening to what the customers have to say
and offering them with useful and effective resolutions within a stipulated period of time.

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4.0 Model or concept on organizational ethics to analyze the problem
In this section, the specific organizational problem that has been identified in the
above section will be analyzed with respect to the established customer code of ethics. The
concept of customer service as business ethics is focused in this case for analyzing the
scenario. According to Cai and Chi (2018), it is highly crucial for a business and more
specifically one that is focused on dealing with online ecommerce, to establish a sound,
highly efficient and effective customer service strategy.
According to Cambra-Fierro, Melero-Polo and Sese (2016), there are several
complaint recovery frameworks, which can be utilized to deal with this problem. In terms of
assessing this problem with respect to the complaint recovery framework as suggested by
Hsiao et al. (2016), the company did not focus on the organizational response alternatives. As
per this framework, each and every person associated with the company is responsible for the
organization’s customer service provisions. It does not matter how minor an employee or a
person’s job is, he or she directly or indirectly affects the quality of customer service of the
organization. To be more precise, Cui et al. (2017) articulates the specific customer code of
conduct/ ethics, which is demonstrated as follows:
 Provision of quality service in a continuous manner with an aim to improve
the organization’s reputation, enhance the level of customer loyalty and
increase the volume of their customer base.
 Establishment of strict regulations, guidelines and principles for
acknowledgement of emails and messages, comments and feedbacks and deal
with electronic submission and complaint within 24 hours of the working day.
 Another approach is to creating a customer loyalty framework by means of
retaining the existing customers by establishing trust relationship with the
customers/ clients/ business partners.

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 . The organization may be not put much effort in terms of making their clients
happy by listening to their concerns if and when anything went wrong. They
did not focus enough on establishing adequate arrangements for enabling
people in making their voices heard and raising complaints to be able to
becoming a customer focused, transparent and visible entity that is supported
and valued by the company’s management.
As per this framework, each and every person associated with the company is
responsible for the organization’s customer service provisions. It is not necessarily the case
that not all organizations could care less about reliability and fulfillment; yet that the pattern
is toward overlooking existing clients and concentrating on the most proficient method to get
new clients to supplant the ones they lose. These specialists will in general concur that
consumer loyalty information accumulation does little assistance since it frequently has no
connection to deals or on the other hand development. A few specialists feel that the genuine
key to achievement in business is to make loyalty (Daugherty, Bolumole and Grawe, 2019).
The main thing driving deals and development tends to be dependability, which thus gives
free advancement through word of mouth. As a result, the company abruptly started to
receive a couple of negative feedbacks in terms of its capability to provide effective, timely
resolutions to complicated customer problems. Apart from that, poor accessibility may be
another cause where business has responded to offer sufficient facilities and aids to the clients
who expected it. Nonetheless, organizations do not accomplish this sort of devotion, for the
most part, without great consumer loyalty and maintenance.
5.0 Design of an intervention/ change program to solve the problem
In order to solve the identified problem of PERSOLLO with respect to handling their
customer complaints, this section proposes a to-be model (a change program) to solve this
issue. It typically includes a set of activities and procedures that are to be implemented as part

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of the organization’s core business processes to be able to establish an efficient customer
complaint handling system (Hsiao et al. 2016).
The intervention essentially starts with the development of an information platform
that integrates the decision making system and expert system of the enterprise. The
approaches undertaken for knowledge and information access between the head office and
the branch offices are simplified through a complaint handling portal.
The information platform enables searching of historical cases and references, share
knowledge, trace status and progress of customer complaints or even formulate orders for
generating appropriate compensations. The major functional modules that will be included
are as follows:
Figure 1: Working principle of the proposed system for complaint handling
(Source: Bergel and Brock, 2018)
The above diagram shows how the new complaint management system will function.

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Complaint reporting: The main purpose of this module is to summarize the received
complaints and operate the compliant approval functions. It uses a complaint summarization
interface designed specifically for accepting and approving the newest compliant cases
coming from each branch or offices location in different geographical areas.
Compensation diagnosis: This module is typically subjected to provide
compensation recommendations and keyword diagnosis. Along with that, the system also
includes a complaint record function to help the company staff in terms of handling the
troubled cases.
Complaint analysis: The head of the branches will be responsible for reviewing the
quality of customer service provided. Monthly statistical data will be accumulated for
comparison purposes. The system should be able to generate the comparison data in an
automatic basis by performing exception analysis (Cai and Chi, 2018). Thus, the framework
of the customer complaint handling system as proposed in this section can significantly
improve the current situation of the concerned organization.
6.0 Conclusion
The paper has thoroughly concentrated on the complaint handling issues faced by a
specific organization, which is selected for this purpose. PERSOLLO is an Australian based
tech company, which has been considered for this assignment. The paper has successfully
identified a potential problem within the selected organization or business. Thereby, it
implemented the customer code of ethics model or framework to analyze the probable
reasons, causes, and effects of this problem. Thereby, an effective and useful solution has
been proposed, that includes an effective information platform or customer complaint
management/ handling system that could be implemented for solving the problem.

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References
Bergel, M. and Brock, C., 2018. The impact of switching costs on customer complaint
behavior and service recovery evaluation. Journal of Service Theory and Practice, 28(4),
pp.458-483.
Cai, R. and Chi, C.G.Q., 2018. The impacts of complaint efforts on customer satisfaction and
loyalty. The Service Industries Journal, 38(15-16), pp.1095-1115.
Cambra-Fierro, J., Melero-Polo, I. and Sese, F.J., 2016. Can complaint-handling efforts
promote customer engagement?. Service Business, 10(4), pp.847-866.
Cui, L., Huang, S., Wei, F., Tan, C., Duan, C. and Zhou, M., 2017. Superagent: A customer
service chatbot for e-commerce websites. Proceedings of ACL 2017, System Demonstrations,
pp.97-102.
Daugherty, P.J., Bolumole, Y. and Grawe, S.J., 2019. The new age of customer impatience:
an agenda for reawakening logistics customer service research. International Journal of
Physical Distribution & Logistics Management, 49(1), pp.4-32.
Hill, N. and Alexander, J., 2017. The handbook of customer satisfaction and loyalty
measurement. Routledge.
Hsiao, Y.H., Chen, L.F., Choy, Y.L. and Su, C.T., 2016. A novel framework for customer
complaint management. The Service Industries Journal, 36(13-14), pp.675-698.
Stauss, B. and Seidel, W., 2019. Complaint Management in a Customer-Oriented Firm.
In Effective Complaint Management(pp. 1-24). Springer, Cham.
STAUSS, B.S. and Seidel, W., 2018. Effective Complaint Management: The Business Case
for Customer Satisfaction. Springer.

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