Improving Customer Service at ABC Company: A Case Study

This case study discusses the customer service issues faced by ABC Company, a small stationary company in southeast Queensland. The company needs to improve its customer service strategies to retain existing clients and attract more from the market. The presentation includes a questionnaire and survey results that highlight the issues faced by the company. The article also provides solutions to resolve these issues.

ABC Company
CASE STUDY

About the company
 The ABC stationary company only has only eight staff members.
 The company supplies office stationary to small and medium-sized businesses.
 The company targets the market in southeast Queensland. The company deals with the
limited number of customers considering the size of the company in terms of its
employees.
 The company recently implement an information management system to restore and
retain the corporate knowledge particular when the staff members leave the organization.
 ABC stationary company has employees ranging from the age of twenty-five to fifty-five.
 As far as departmental distribution is concerned, the company has two salespersons,
three members of the administrative staff and one finance manager.
 The company is owned by two business partners.

Customer service from customer’s
view point
 Being the customer of the ABC Company I would expect quality services from the businesses.
 Being served by a small company, I would believe that the company delivers timely services,
makes immediate changes in the order if required, is capable of making emergency deliveries
and offer the best price.
 The ABC Company must make sure that is highly responsive to its clients’ needs. Maintain a
good relationship with customers, will help the company to amplify its revenues and sales.
 ABC is a small company with no formal customer service strategies. To make a mark in the
market and to earn a good reputation, the company has to work on its customer service
strategies to retain existing clients and attract more from the market.
 High-end customer services not only stratify customers but it also helps in developing a long
term relationship with them.
 Untimely delivery, delayed response, high pricing, rude behavior of the sales member will
surely alienate customers.

Customer service questionnaire
 A questionnaire has been prepared on following points to records
responses from customers:
 Staff attitude and knowledge
 Complaint handling
 Purchase experience
 Pricing
 Return policies
 Accuracy of information
 Customer’s responses will be collected on a scale of 1(strongly diagee)
to 5(strongly agree).

Results
 Information collected from the feedback suggests that the ABC
Company needs to improve its customer services.
 It needs to provide accurate information to its clients, improve
purchase experience, and improve complaint handling procedures,
attitude, and knowledge of the employees.
 Customers positively reacted about the pricing of and return policies.

Results
Staff attitude and
knowledge
Strongly
disagree
Disagree Neutral Agree Strongly agree
The staff members have
friendly behavior
10% 10% 20% 20% 40 %
Staff members possess
the product knowledge
30% 30% 30% 10%
Staff members are
responsive
60% 10% 20% 10%

Results
Complaints Strongl
y
disagre
e
Disagree Neutral Agree Strongly agree
My complaints are
immediately
answered
20% 30% 20% 30%
Price and value of
services
Strongl
y
disagre
e
Disagree Neutral Agree Strongly agree
Services are fairly
priced
10% 90%
Services are highly
priced
20% 60% 20%

Results
Purchasing experience Strongly
disagree
Disagree Neutral Agree Strongly agree
Willingness to help 90% 10%
Courteous 40% 40% 20%
Availability of products 10% 70% 10% 10%
Timely delivery 20% 50% 10% 10% 10%
Transaction completion 40% 30% 10% 10% 10%

Results
Return Strongly
disagree
Disagree Neutral Agree Strongly agree
My products are returned
if they are damaged
20% 50% 30%
My products are returned
if they do not meet
specification
30% 60% 10%
Accuracy of information: Strongly
disagree
Disagree Neutral Agree Strongly agree
I am provided with
accurate information
30% 40% 10% 20%
Customer service
representatives are
always available to
answer queries
20% 40% 40%

Customer service issues
 The results collected through questionnaire highlight several customer service issues that
the company is facing.. Following issues are apparent through the analysis of results:
 Customers are not provided with accurate information pre or post sales
 Employees do not possess full knowledge regarding products or after sale services
 Customer representatives are mostly unavailable when clients try to connect. This might be because of
the limited staff available.
 Most of the transaction end up in between the negotiation
 There aren’t timely deliveries
 Employees do not have the eager to help
 Products are mostly unavailable at the company stocks
 Complaints are instantly answered
 Staff members are not responsive to the concerns of clients.

Customer Service Issues
The staff members have friendly behavior
Staff members are responsive
Services are fairly priced
Willingness to help
Availability of products
Timely delivery
Transaction completion
My products are returned if they do not meet
specification
Customer service representatives are always
available to answer queries
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Survey Results
Strongly disagree Disagree Neutral Agree Strongly agree

Conclusion
 The company must improve its customer services to retain customers
 Inefficient customer services alienate customer and reduce revenues

Bibliography
 Polaczyk, Justyna, 5 Common Customer Service Problems and How to Resolve Them (February
7, 2018) LiveChat https://www.livechatinc.com/blog/common-customer-service-problems/
 Sharma, Ruchika, 16 Excellent Customer Satisfaction Survey Examples HubSpot Blog
<https://blog.hubspot.com/service/customer-satisfaction-survey-examples>
 Nature and Types of Services: Features of Services with Solved Examples (June 25, 2018)
Toppr <https://www.toppr.com/guides/business-studies/business-services/nature-and-types-of-
services/>
 Top 7 Customer Service Challenges and How to Resolve Them in 2018 (Updated) (May 16,
2018) Acquire <https://acquire.io/blog/customer-service-challenges/>
 Heidbrink, Lindsay, Four Ways to Resolve Customer Service Issues (February 1, 2018) How
<https://www.businessknowhow.com/marketing/resolvecs.htm>
 7 Essential Steps to Solving Customer Service Problems with Content SurveyMonkey
<https://www.surveymonkey.com/curiosity/7-steps-better-customer-customer-service/>

Appendix: feedback form
Name
Date
Roll number
Strongly disagree Disagree Neutral Agree Strongly agree
The presentation was
informative
1 2 3 4 5
The presentation presented
clear information
1 2 3 4 5
The presentation mentioned
relevant material
1 2 3 4 5
The presentation was
interactive
1 2 3 4 5
The presentation presented
accurate information
1 2 3 4 5
Questions were addressed
properly
1 2 3 4 5