Customer Service Process Map Report: Aldi Company Analysis

This report provides a detailed analysis of Aldi's customer service operations, beginning with the company's vision and mission statement, and progressing through the customer interaction process. It outlines the initial steps of customer engagement, the sales transaction process, and after-sales ser...Read More

Manage Quality
Customer Service

Table of Contents
Topic 1 – Process Map.....................................................................................................................1
Topic 2 – Ensure delivery of quality product/service .....................................................................4
Topic 3 - Written Submission..........................................................................................................6

Topic 1 – Process Map
1. Begin your process map (or flow chart) with your organisation’s vision and mission statement,
and/or positioning statement/ customer service charter, outlining how the organisation plans to
meet internal/external customer requirements. Write this as an opening statement on your process
map (or flow chart). IKEA, ALDI, VIRGIN AIRLINES. No car companies, no mobiles or
laptop companies.
Vision and mission statement
Our company's vision is to be the most valued business by the customers we serve and the
communities in which we operate, our loyal and committed employees as well as shareholders.
Mission of our company is to develop its stores in every country all around the world and
increase its profit by enhancing sales by providing high quality product & services to the
customers. In order to meet the internal and external customers requirements our company
focuses on using effective workplace values to offer high quality products such as general
products, furniture etc. to the customers at reasonable prices.
2. Next outline the initial steps of a customer interaction with your organisation. These start when the
customer interacts with the organisation in gaining information prior to making a purchase
decision on products and/or services. The level of consultation will vary depending on the type of
products and/or services marketed. Summarise public relations and product promotion here as
well.
Customers of our organisation communicate and provide their feedbacks with us through
various means such as online websites, social media, emails or customers service
representatives. While making purchasing decisions our customers visit our websites to identify
the products and services we offer. The next step includes visiting our social media pages to see
feedbacks of our existing customers or people who consumed our products or services. They
also make calls to our representatives or visit our stores to obtain detailed information regarding
the product they need to purchase. Therefore, Aldi use effective methods such as online
promotion, email marketing, social media marketing along with offers and discounts for
1

promoting the products and maintaining effective public relationship.
3. Next show the steps for the transaction, the “sales” stage, on your process map (or flow chart).
Include the transaction for the product and/or service and the payment option(s). The step(s) for
the sales stage will vary depending on the type of products and/or services being purchased.
Discounts, card payment.
Aldi offers fresh and healthy food products to their customer, after selecting or choosing the
food item customer can carry them to the billing desk. Our company provides various options to
make payments including cash payment, card payments and all other types of contact less
payments such as Android pay and Apply pay. It provides additional discounts on online
payments.
4. Then include the steps of the after-“sales” stage. This may include details of insurances,
guarantees, warranties or scheduled follow-ups, relevant to your organisation’s products and/or
services.
Our company also provides attractive after sales services to our customers, for food products
the company provides quality assurance guarantee. It also provides insurance facilities and
warranties on electronic products for example television,refrigerator etc.
5. Outline the steps the organisation follows in managing a service gap (where the customer service
experience is below the customer’s expectation). Include service problems, customer queries and
customer complaint management.
Our organisation follows the following steps to manage service gap where the customer service
experience is below the customer’s expectation -
1. Training employees
2. Focusing on internal marketing
2

3. Providing right technology and tools.
4. Steps to retain high performing employees
Our customer service representatives also identify and resolve customer queries, Aldi also has a
customer complaint management that try to resolve issues related to each and every customer.
6. Outline compliance relevant to customer service delivery by documenting internal compliance
measures, including the title of relevant policies and procedures the organisation has developed to
support customer interactions and highlight the stages (or steps) where these are applied. In addition,
document the external compliance requirements of customer service, including relevant legislation
governing anti-discrimination, Australian consumer law, ethical principles, codes of practice, privacy,
financial transactions and work, health and safety (WHS). .
There are various policies considered by our organisation to provide effective and efficient
customer services. There policies are as mentioned below -
1. The goods and services are provided in a manner that respect the dignity, independence and
self respect of customers with disabilities.
2. Person's with disabilities are provided an opportunity equal of that of customers without any
disabilities to achieve utilise or benefit from Aldi's products and services.
3. Excellence in serving each and every customer including people with disabilities.
7. Identify the different teams or departments or functional units involved in the customer service
process, identifying the steps where they are involved.
Each and every team or department is involved in customer service process such as Marketing
department that provides information about products and services, operational department
which provide services through business activities within the stores, customer service
management team identify, analyse and resolve solutions for the customer queries.
8. List the range of resources required by these teams/ departments /functional units to meet the expected
customer requirements on your process map (or flow chart). Include human resources, information
resources, financial resources, equipment and technology.
3

There are various resources in our organisation required by various departments in order to
meet the expected customer needs such as -
1. Financial resources, funds and capital
2. Human resources – skilled and high performing employees.
3. Information resources – Online portals, websites and pages on social media platform.
4. Improved technology such as CRM
9. Outline techniques for dealing with customers with specific needs. (Specific needs may include a
customer with a disability, a customer from Non English Speaking Background, a customer with literacy
needs etc.)
In order to deal customers with disabilities our staff is trained to treat to them with respect and
consideration. Our staff deals with patience and flexibility to make them comfortable. Our
organisation recruit employees globally which helps to develop a multi talented staff with
different culture and language background. Our team altogether handle customers with
differences.
Topic 2 – Ensure delivery of quality product/service
Scenario One (outline of customer complain)
1. Late delivery of Product
Service Standard Expectations
Our company provide same delivery of the products or services to the customers. The customer
can return the order if not received it on time.
Best Practice Model – Training staff to follow company procedures
1. Strengthen the customer service skills
2. Enhancing customer service strategy
3. Improving customer service management through training and development programs.
Scenario Two (outline of customer complaint), expectations.
1. Low quality of product was not expected by the customer
4

Service Standard Expectations
Our company focus on providing high quality products or services to the customers, therefore
our customers expect good quality products at reasonable prices.
Best Practice Model
In order to improve the quality of our products the organisation can perform the following steps -
 improving technology used in production
 Utilisation of high quality resources
 Recruiting high performing staff
 Training for the production team
 Evaluating quality measures
5

Topic 3 - Written Submission
Outline organisations long term and short term plans for monitoring and evaluating effectiveness
of customer service delivery.
The short term plan of our company in terms of evaluating and monitoring the effectiveness of
customer service is to ask for feedback from employees or from customers regarding the
services they are getting. The long term plan includes assurance regarding interactions of a
customer that has with the contact centre are handled in efficient manner and also leave
customer in feeling satisfied. For this, they must listen to their customers and also capture the
feedbacks at all channels and accordingly apply the standard of quality that is used to text based
interactions as email or chat.
Outline feedback forms, questionnaires, surveys, interviews and other devices that is used in
order to receive customer feedback including customers complaints.
Qualtrics is the experience management platform that is used by our company that offers
methods of collecting data. Users have access to own dashboard and also can view results in
trend or target charts. Our company also uses feedbackify that allows users to make the forms
of feedback themselves. Visitors can provide rating as and also can submit comments that
includes compliments and suggestions. This helps in viewing all the feedback that is received in
dashboard. Clarabridge is also one of the device that that helps in pulling data from various
sources. This helps in detecting emotions and analyse their sentiments in terms of the particular
service.
Explain techniques of complaint solving including principles and techniques involved in
management and organisation of
 Customer behaviour- company must stay calm, listen well about the problem, try to
acknowledge the problem and later offer the solution to that particular problem. This
helps in achieving customer loyalty base.
 Customer needs research- survey is the best method to analyse the actual requirements
of the customers from our company. This will also help my company in fulfilling the
demand of the customers and also meet the upcoming and ongoing trends in the
6

particular market.
 Customer relationship- maintaining relationship with the customers is also the best
techniques that is used by company in order to resolve their complaints and issues. This
helps the customer to share their problems with the customer service department. This
department tries to solve their problem as soon as possible for them.
 Ongoing product and service quality- company must maintain the quality of products
and services that is offered by them.
 Problem identification and resolution- company must try to identify the problem as soon
as possible for them so that customers feel themselves as they are valued and this
maintains the loyalty base of the customers.
 Quality customer service delivery- they must try to accept the mistakes they have made
so that the customers feel good and waits for the perfect solution from the company side.
Identifying databases used by organisation to record and compare customer service data overtime
There are many database management system that are used by our company. This includes
Microsoft SQL server, Oracle, DB2 from IBM. This system helps in updating and administering
the database. All this database helps in cataloguing, capturing and running queries on data that
includes managing incoming data, organising it and providing methods for the data that has to
be modified or has to be extracted by users or other programs. Data warehousing is the method
that helps in storing data. This later organises data as per the subjects of business and also
various time periods. They also help in standardising data that are coming from various sources
in the same format as needed.
Overviewing training and development activities that are necessary to support the review
process.
The training and development activities that can help in supporting the review process includes
the following-
 Communication skills
 Presentation skills
 Problem solving skills
7

 Conflict resolution
 Leadership skills
 emotional intelligence
 Time management
 Ethics
This training and development activities helps our company in supporting the review process
and it also helps employees in fulfilling the requirements of customers accordingly. This helps
our company to attract large number of customers towards our brand and enjoy high
profitability.
Evaluating effectiveness of organisations customer service review process and make
recommendations for improvement.
Our organisation has effective customer service review process. But further actions can be taken
for extra improvement in the company. These recommendations are described as per below-
 Encouraging agent feedback
 Have agent to listen to the calls.
 Send surveys in terms of post contact after every interactions.
 Company must also give all agents clear and consistent standards.
8