Value Chain Engineering

The report analyzes complaints recorded by the customers of an electronic company. The company has a 20000 square meter extended distribution center. The company has a client base consisting both global and local customers. The analysis of data on recorded complaints reveals that the three primary problems that should in top priority are Lost in transit, Delivery and Wrong quantity. Among these top three problem, the higher number of complaints have been recorded for Delivery. There are 233 complaints related to delivery of the products. The priority to problem related to delivery is followed by Wrong Quantity and Lost in Transit with number of complaints being 136 and 127 respectively. The next attribute for analyzing complaints is Product Family. In this category most of the times complaints are received from PF54, PF12 and PF10. Number of complaints is highest for PF12 with number of complaints being 60. In this regard, the second and third place is hold by PF10 and PF54 with respective number of complaints being 55 and 54 respectively. So far as type of customers is concerned, C4, C3 and C31 are the top three categories of buyers lodging maximum number of complaints. The number of registered problem is highest for C4. This customer is found to register complaint in 19 times regarding various aspects. The respective number of complaints for C3 and C31 are 8 and 7. Another important aspect to be considered is related to Customer Service Representative. This is assessed in terms of number of angry phone calls received by the responding agents. The number of angry calls received by the agent P4 is 96, which is highest in this category. The second highest number of angry phone calls is 8 received by P2. The third highest number of angry phone calls is 78 and is received by P6. P4, P2 and P6 are thus the top three most irritated CSR receiving maximum number of angry calls.

Running Head: VALUE CHAIN ENGINEERING
Value Chain Engineering
Name of the Student
Name of the University
Student ID

1VALUE CHAIN ENGINEERING
Executive Summary
The paper aims to prepare a complete report on increasing number of received complaints by an
electronic company. Complaints are analyzed according to kind of complaints, product family
registering maximum number of complaints, customer registering maximum complaints and
CSR staffs receiving angry phone calls. The analysis is based on the data provided by company’s
ERP based. Depending on analysis suitable suggestions have been provided to the company.

2VALUE CHAIN ENGINEERING
Table of Contents
Introduction......................................................................................................................................3
Problem definition...........................................................................................................................3
Solution and suggestion...................................................................................................................4
Conclusion.......................................................................................................................................6
References........................................................................................................................................7

3VALUE CHAIN ENGINEERING
Introduction
The report analyzes complaints recorded by the customers of an electronic company. The
company has a 20000 square meter extended distribution center. The company has a client base
consisting both global and local customers. The suppliers deliver products to the company both
from local and international market. Customers of the company include whole sellers, retailers
and end users. The company recently has observed an increasing trend in the number of
complaints lodged. The complaints are of different types. In order to resolve the issue, the
manager has been asked to identify the actual problem responsible for heading different type of
complaints. Data are recorded regarding complains about the offered products or services and
then analysis is done.
Problem definition
The analysis of data on recorded complaints reveals that the three primary problems that
should in top priority are Lost in transit, Delivery and Wrong quantity. Among these top three
problem, the higher number of complaints have been recorded for Delivery. There are 233
complaints related to delivery of the products. The priority to problem related to delivery is
followed by Wrong Quantity and Lost in Transit with number of complaints being 136 and 127
respectively. The next attribute for analyzing complaints is Product Family. In this category most
of the times complaints are received from PF54, PF12 and PF10. Number of complaints is
highest for PF12 with number of complaints being 60. In this regard, the second and third place
is hold by PF10 and PF54 with respective number of complaints being 55 and 54 respectively.
So far as type of customers is concerned, C4, C3 and C31 are the top three categories of
buyers lodging maximum number of complaints. The number of registered problem is highest for

4VALUE CHAIN ENGINEERING
C4. This customer is found to register complaint in 19 times regarding various aspects. The
respective number of complaints for C3 and C31 are 8 and 7.
Another important aspect to be considered is related to Customer Service Representative.
This is assessed in terms of number of angry phone calls received by the responding agents. The
number of angry calls received by the agent P4 is 96, which is highest in this category. The
second highest number of angry phone calls is 8 received by P2. The third highest number of
angry phone calls is 78 and is received by P6. P4, P2 and P6 are thus the top three most irritated
CSR receiving maximum number of angry calls.
The analysis thus suggests that the company is receiving maximum complaints related to
the product delivery. This points to the fact that the company might fail to deliver its product on
time. Resentment might be created customer receiving their products late. Also, customer might
register complaints in case of discrepancy between the product ordered and that actually
received. Significant number of complaints are also coming regarding quantity of the product
and product lost in transit. The loss of product results in delay delivery or non-delivery of the
product.
Maximum number of complaints are coming from product family namely PF12, PF10
and PF2. This gives indication that products purchased by these families are moat problematic
products.
Customers registering maximum number of complaints are C4, C3 and C31. Products
purchased by these customers are the most problematic or unsatisfactory products. The CSR
staffs are receiving angry phone calls from the customers registering various types of complaints.
These phones calls irritate them.

5VALUE CHAIN ENGINEERING
Solution and suggestion
Various aspects related to the registered complaints needs to be considered by the
company and needs to be corrected. The three vital area of complaints are delivery, quantity of
product and lost in transition. The highest number of complaints is relate to product delivery.
The company should focus on making satisfactory delivery of the products (Dabholkar 2015, pp.
483-487). Firstly, the company should make customer received the original product that they
order. Efficient personnel should be employed to match the ordered and actually delivered
products. Secondly, the company needs to focus on improving the delivery system (Andersson
2018, pp. 133-146). Delivery vans should be prepared to timely deliver the product to different
location. Also, the company should maintain sufficient stock to deliver the product on time. The
separate department should be formed to evaluate the whole aspect of delivery. Regarding
complaints for wrong quantity, the company needs to ensure products are delivered in
appropriate quantity (Lawson, Krause & Potter 2015, pp.777-792). In order to prevent lost in
transit, attendants should be more careful in times of delivery. Penalty should be imposed on
responsible agents for delivery in case the customer is unsatisfied (Zhang & Qin 2016, pp.1-21).
In order to resolve the problem for different product families, the company needs to
identify type of products purchases by families launching maximum number of complaints. Once
the products are identified, experts should recheck the product and try to find out the problems
related to these products (Jang & Chung 2015, pp.183-191). The faulty products should be
replaced with newer efficient one. Products purchased by the customers C4, C3 and C31 needs to
be examined separately according to complaints type (Heding, Knudtzen & Bjerre 2015). In case
any defect is found for items purchased by these customers, experts should do the needful to

6VALUE CHAIN ENGINEERING
resolve issue related to damaged products. For complaints relate to delivery or wrong quantity,
the company should focus on the delivery of proper items on time (Kerzner & Kerzner 2017).
Finally, the CSR staff should be patient while receiving complaints calls. They should
hear the complaint patiently and then provide assurance to customers about resolving the issue as
soon as possible (Alvarez 2016). If the get irritated and behave badly to the customers then this
again hamper reputation of the company.
Conclusion
The analysis of recorded complaints shows the company is receiving most complaints
relating to product delivery, wrong quantity and lost in transit. Among this the top priority
should be given on delivery as most complaints are received for this. Product families having
most number of complaints are PF10, PF12 and PF2. C4, C3 and C31 are the top three categories
of customers having maximum complaints. CSR staffs holding the top three position in terms of
received complaints calls are P2, P4 and P6.

7VALUE CHAIN ENGINEERING
References
Alvarez, J.L. (ed.) 2016. The diffusion and consumption of business knowledge. Springer.
Andersson, R. 2018. Resilience in the Product-Delivery Supply Chain. In The Resilience
Framework (pp. 133-146). Springer, Singapore.
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.
Heding, T., Knudtzen, C.F. & Bjerre, M. 2015. Brand management: Research, theory and
practice. Routledge.
Jang, S. & Chung, J. 2015. How do interaction activities among customers and between
customers and firms influence market performance and continuous product innovation?
An empirical investigation of the mobile application market. Journal of Product
Innovation Management, vol. 32, no. 2, pp.183-191.
Kerzner, H. & Kerzner, H.R. 2017. Project management: a systems approach to planning,
scheduling, and controlling. John Wiley & Sons.
Lawson, B., Krause, D. & Potter, A. 2015. Improving supplier new product development
performance: the role of supplier development. Journal of Product Innovation
Management, vol. 32, no. 5, pp.777-792.
Zhang, M. & Qin, J. 2016. Coordinate the express delivery supply chain with option
contracts. International Journal of Information Systems and Supply Chain Management
(IJISSCM), vol. 9, no. 4, pp.1-21.