Improving Service Quality and Customer Satisfaction in ABC Stationary Store

This document discusses strategies and activities to improve service quality and customer satisfaction in ABC Stationary Store. It includes a list of activities, budget, and timeline, as well as sample customer service letters and customer complaint form.

Table of content
Table of content..............................................................................................................................1
Introduction....................................................................................................................................2
Task 1..............................................................................................................................................2
Task 2..............................................................................................................................................4
Task 3..............................................................................................................................................5
Task 4..............................................................................................................................................8
Task 5..............................................................................................................................................9
Part A...........................................................................................................................................9
Part B.........................................................................................................................................11
Task 6............................................................................................................................................13
Task 7............................................................................................................................................13
References.....................................................................................................................................14

Introduction
Assessment 1 has identified and proposed few strategies on how to improve service
quality and customer satisfaction in ABC stationary store in Australia. The assessment 2 will
study on how to execute and implement those strategies in store in order to gain 100% customer
satisfaction and error free service deliveries.
Task 1
This section of the report includes the activities which are to be conducted throughout the
service quality improvement process and related time frame. These include the list of activities
against its relevant budget and time frame. The chart even includes the people who will be
needed to perform such activities and explains how it be performed in the most effective manner.
The section basically includes the information related to finance & human resource along with
other operational resources which are to be needed to attain the customer satisfaction. The
overall aim of the project will to deliver best quality service along with 100% customer
satisfaction to our small and medium suppliers.
ACITIVITIES Week 1 Week 2 Week 3 Week 4 Week 5
The customer service objective
The objective of the study is to provide quality and
efficient services to the customers which can result in
to customer satisfaction
Steps required for implementing the customer service
strategy that is to achieve the goal
The management has identified following strategies
for enhancing the customer services:
Implementation of Client Management System
Training to staff
Real time feedback from customer
360 degree performance monitoring of staff
The activities/tasks involved in the implementation,
e.g. a list of the activities/tasks that need to be
undertaken
Approvals from consultant
Preparing business and customer service letters
continuous service improvement and feedback system
Questionnaire preparation to analyze the gap
Conduct the survey and analyze the findings

Customer satisfaction measurement process and
checkbox
Human resources activities
No of people required for delivering better survey,
training, preparing KPI and job design , specific tasks to
be assigned
Estimated financial resources required
Telemarketing – 100$
Advertisement – 100$
Employee Training - 700-1000$ (per month
Client Management System - 20000$
360 degree performance monitoring process - 1000 $
(per month)
24*7 feedback from customers - 800$ (per month)
Other physical resources or supplies
Maintain customer database (DBMS Systems)
Delivery tracking or enquiry section
Approvals needed at each level
CEO will be doing all approvals

Task 2
After deciding on list of activities and related timeframe, the entire Gantt chart will be
discussed with top management and seek for an approval. This section records the minutes of
meeting with staff and relevant stakeholders. The matters and tasks will be discussed with the
staff and taken approval on the same. There are list of activities to be done or performed to
enhance the service quality. It has been discussed that 360 degree feedback and continuous
feedback will help the organization to achieve 100% customer satisfaction. Moreover, the team
discussed about the probable activities which can be taken in to consideration while planning for
annual tasks. Each and every individual will be assigned to certain tasks and will be monitored
on a regular basis. New recruitment will be done if needed. The budget has been given in the
assessment one, on the same line detail fraction of budget being discussed in the meeting (Gebre,
2015).
The staff discuss about the internal and external environment of the ABC stationeries
along with analyzing the aim of the organization. The primary objective is to delivery efficient
services which can result in to customer satisfaction. Furthermore, the list of activities will be
divided in to five major tasks, the tasks are deciding on customer service objective,
implementation of strategy, human resource activities, financial and physical resources required
and approvals to be taken at each level.

Task 3
Here, the task 3 includes the sample for customer service letters. There are two types of
letters which can be sent to clients on receiving their complaints: formal and informal. 2 samples
have been given for formal and informal letter respectively. The format of the letter will be same
more or less, only content would change as per the query. There are list of complains which can
frequently be received for ABC stationeries are customer dissatisfaction with service quality,
damaged stationary goods, delivery errors or delay etc. Here, the sample letter are prepared
based on damaged goods and delay in delivery.
Informal letter Customer service letter on products not delivered on time (For staff)
Dear (Supplier Name),
We received your complaint for (Product name) not delivered on time. We have been involved
with number of receipt and deliveries in this month, hence it is getting difficult to deliver product
on time to each customers with existing logistics. we are sorry for inconvenience and you will
receive it by (date, day and time) at your place (address).
Looking for continued support and cooperation
Regards
Name
[e-mail]

Formal Customer service letter on receiving damaged goods (for staff)
Supplier Name
Address
City
State
Zip code
Purpose: Apology for delivering damaged goods , accepting for replacement
Dear (Supplier name)
I hereby confirm the reception of damaged stationary products which are recently delivered to
you. Please accept my apology for the same.
I was displeased to know that you have received (Products name) at your store in (Location) last
Sunday. As you are star performer supplier of our firm, without receiving damaged goods, we
have shipped completely new boxes of (products name) yesterday. The expected delivery will on
(Date and time) with the receipt. Request you to please turn over the damaged items with its
original delivery invoice on the same day.
On behalf of ABC stationary, we are sorry for he inconvenience and appreciate your cooperation
and patience. As you are regular supplier of our ABC stationary, we are offering extra discount
(% number) for (no of items ), if ordering before specified data (date)
Thanks for continued support and Contact us in case of query
Regards,
Your Name
Position
[e-mail]
Contact number

Customer complaint form for ABC stationary (for customers)
1. Customer detail
Name
Address
Phone number
2. Product detail
Product name
Brand of stationary
Model no
3. Customer complaint (Tick mark from below given options)
Offline purchase and delivery
 · Administrative errors, such as incorrect invoices or prices
 · Customer satisfaction with service quality
 · Damaged goods or goods not delivered
 · Delivery errors
 · Products not delivered on time
 · Other please specify
Online purchase and delivery
 · Inactive links
 · Not appreciating differing hardware and software
 · Services not available
 · Supply errors such as incorrect product delivered
 · Time taken to access services
 · Unfriendly website design
 · Website faults
 · Other please specify
4. Office use only
Action taken
Complaint received by
Action taken by
Date of closing the complaint

Task 4
KPIs of the staff
 Customer service (Based on new CRM)
 Customer satisfaction
 Onetime delivery
 kind attitude while dealing with
Questions are prepared based on above KPIs.
1. Is the attitude of ABC stationary’s staff appropriate?
Agree ( )
Strongly agree ( )
Disagree ( )
Strongly disagree ( )
2. Is the staff of ABC organization taking prompt action for your complaint?
Agree ( )
Strongly agree ( )
Disagree ( )
Strongly disagree ( )
3. Are you satisfied with the overall customer services of ABC organization?
Agree ( )
Strongly agree ( )
Disagree ( )
Strongly disagree ( )
4. 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 ( )

5. 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 ( )
6. What element is affecting the customer services approach of ABC organization?
Lack of training ( )
Lack of system software ( )
Lack of monitoring and control ( )
Communication ( )
7. How was your purchasing experience with ABC organization?
Satisfactory ( )
Dissatisfactory ( )
Can’t say ( )
Task 5
Part A
The task includes the list of elements which helps us to assess the service quality and
customer satisfaction of the customer for ABC Company. We have selected 7 key factors which
are assessed again after implementing the improved quality processes in the company. The
questions are taken from assessment 1. It is important to conduct questionnaire analysis after
implementing strategy. The basically analyze the gap if it’s there between improved processes
and expected processes. This would help us to assess whether there is any improvement in
service quality and customer satisfaction after implementing those strategy.
1. Is the attitude of ABC stationary’s staff appropriate?
Attitude of staff is appropriate Responses in %
Agree 30
Strongly agree 20
Disagree 40
Strongly disagree 10

Total 100
On asking whether the attitude of the staff is appropriate with customers, the participants
says that in an overall scenario, the staff behaves appropriately with them with compared to last
time. That means training has helped staff to enhance their level of professionalism while dealing
with customers. Overall 50% of the customers got agree with the statement that the attitude of
the ABC staff was kind and polite; however there are 50% who still believes that it needs an
improvement. It is belied that improving behavior can’t be happen in one day; it is a continuous
process and takes time to imbibe such kindness in nature.
2. Is the staff of ABC organization taking prompt action for your complaint?
Management is offering a quick response to your complaint Responses in %
Agree 25
Strongly agree 35
Disagree 20
Strongly disagree 10
Total 100
When we asked the customers whether management is offering a quick response to your
complaint, 25% of the respondent is agree with the statement and 35% of the statement is
strongly agree with the statement. However, there are 20% and 10% clients who are disagree and
strongly disagree with the statement and they are not satisfied with the complaint resolving
department.
3. Are you satisfied with the overall customer services of ABC organization?
Satisfaction with the overall customer services of ABC Responses in %
Agree 30
Strongly agree 50
Disagree 10
Strongly disagree 10
Total 100
The customers were asked whether they are satisfied with the overall customer service of
ABC organization, 80% of the respondents says yes to the statement, however there are 20% of
the clients who did not satisfied with the existing improved customer services.

4. What is the main issue in the management of customer services according to your experience
with ABC?
Major issues in the management of customer services Responses in %
Staff attitude 20
Knowledge of staff 30
Accuracy in the offering of information 30
Compliant resolution 20
Total 100
The survey includes the question which talks about the major issues in the management
of customer services; there are several options such as attitude and knowledge of staff of ABC
organization and accuracy of the complaint resolution. 20% considers staff attitude as one of the
issues, 30% considers the knowledge and 30% considers offering of accurate information as one
of those issues.
5. What element is affecting the customer services approach of ABC organization?
Element that affects the customer services of organization Responses in %
Lack of training 30
Lack of system software 40
Lack of monitoring and control 15
Communication 15
Total 100
While taking survey, the customers were also asked to rate the elements which affects the
customer services of the ABC organization, 30% and 40% of the clients believes that the
dissatisfaction happens due to lack of training and lack of software facilities respectively.
Moreover, 30% of the clients feel that services issues are there sue ot lack of monitoring and
communication.
6. How was your purchasing experience with ABC organization?
Your purchasing experience with the ABC organization Responses in %
Satisfactory 60
Dissatisfactory 20
Can’t say 20
Total 100

On asking how was the purchasing experience with the ABC organization, 60% of the
customers are agree with the fact that they are satisfied with the services, there are 20% of the
clients who are not satisfied with the organization’s services. However, 10% of the customers are
still there who are neutral with the statement.
Part B
The scenario has improved substantially, where the staff has become more sincere and
conscious while dealing with the customers. The satisfaction rate has improved than earlier.
Hence, we can say that the improvement strategies were effective enough to get the results. The
training to staff for teaching them organizational behaviour and corporate etiquettes was
effective enough to improve the performance by 20%. Following the standard practices regularly
will build such quality culture in the organization and would deliver better service quality and
satisfaction.
Based on the interpretation, it is observed that more than 50 % of the employees are
knowledgeable enough to do such complaint assessment and solution. The employees are trained
enough to solve the query on time still few of our staff members at ABC organization are not
confident enough to give prompt response to any query raised. The continuous practice of
resolving complaints gives them confidence to solve the query in no time and success in
delivering customer satisfaction in the market.
When we asked about the overall satisfaction level, more than 80% of the clients are
satisfied with the services, which mean the strategies which are adopted to deliver customer
satisfaction are productive enough to get results. The client management system is effective to
get quick results as well as 360 feedback given chance to improve on a regular basis.
To resolve all the issues, different strategies are being prepared, such as to solve the issue
of staff attitude, effective training on customer relation and people management is given to ABC
employees. On the other side, to solve the customer complaints the organization has installed
client management system. It is observed that the implementation of software has substantially
improved the overall procedure to maintain the customer database and resolving customer
complaints than previously.

To minimize the effect of elements which hamper the service quality and customer
satisfaction of the organization, ABC organization had developed 360 degree feedback system
from customers and real time monitoring and control over employees’ performance. By
executing such tactics, the overall service quality has been improved and customers are satisfied
than previously.
The training has helped to maintain the quality culture of the company and support to
maintain continuous improvement has helped to achieve maximum customer satisfaction. Most
of the suppliers are satisfied with purchasing experience along with ABC organization.
Task 6
Here as a part of task 6, the report includes the information about the meeting held with
managers and staff in the ABC organization and hence records the minutes of meeting. Here we
would discuss the results and findings of task 5. The questionnaire were prepared and given to
suppliers and end customers of ABC organization. It was observed that the customers are fairly
satisfied with the service quality. The implementation of the strategies of assessment one has
substantially affected the organization’s success in the positive manner. Now, it is essential to
build quality culture in the organization. It is important to continue with the processes in order to
reach 100% customer satisfaction.
The staff members’ performance must be evaluated on a continuous basis to avoid the
service errors. It is even discussed to implement total quality management in the organization. It
has been observed that TQM enables the organization to improve service quality and customer
satisfaction in any organization. Hence the staff suggests attaining the standard of total quality
management in the ABC stationary. The TQM (total quality management) needs continuous
improvement and feedback system to enhance the level of accuracy. The individual includes the
staff and committee of top management and lower management. The discussion overall
concluded that the organization will aim to execute TQM in ABC stationary in order to improve
each processes and tasks starts from procurement to serving customers and at the end resolving
their issues (M., 2018).

Task 7
One of the most important aspects of customer services or customer quality is the method
by which the records are maintained. Previously all the customer complaints use to be
communicated with the help of letter or physical mails and telegrams. The complaints were also
answered via same mode of communication. The records of customer service were maintained in
physical files and referred as required. However, the customer complaints today can be received
and responded to through systems and internet. The complaints are stored in a master database
today and analyzed as required. The purpose of maintaining records and reporting procedures is
very necessary to handle customer related issues. The technical systems should be maintained in
order to analyze the Complaints and related solutions provided to ensure better quality of
services in future. If the records and reporting procedures are well maintained in computer
systems at all levels, they can be used to create dashboards and perform analytics to know certain
parameters such as where are most of the complaints originating, what is the most preferred
solution provided, number of complaints per year, success rate to solve problems, etc.
Maintaining records of all customer complaints and related solutions along with reporting
procedures helps to ensure a continuous improvement at all levels of customer services. It helps
to take futuristic decisions and ensure reduction of customer complaints. A 360 degree feedback
system can record all the complaints or feedbacks and ensure a continuous improvement in
service quality, which helps company to achieve greater customer satisfaction and create value
for the customers as well as for themselves.
References
Gebre, G. (2015). The impact of service quality on customer satisfaction. Rift valley university.
M., P. (2018). Total Quality Management in the Field of Organizational Behavior. Retrieved
April 21, 2019, from https://study.com: https://study.com/academy/lesson/total-quality-
management-in-the-field-of-organizational-behavior.html