BAA514 Case Study: Improving Customer Satisfaction at Cape TISBE

This report addresses customer complaints at Cape TISBE, focusing on issues like product quality, on-time delivery, and sales staff responsiveness. It investigates the company's existing customer service policies and procedures, highlighting shortcomings in complaint handling and resolution times. Recommendations include improving product quality through R&D investment, enhancing on-time delivery performance with e-learning techniques for the sales team, and addressing workload distribution to ensure timely customer responses. The report also suggests updating customer complaint policies to expedite resolution and include customer IDs for better order segregation. Ultimately, the aim is to improve customer satisfaction and retain key clients like Good Gear Pty Ltd. Desklib provides similar solved assignments to help students.

Running head: WORKPLACE MANAGEMENT
Workplace Management
Name of the Student:
Name of the University:
Author’s Note:

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Executive Summary
Customer satisfaction is one of the major aspects behind the success of each and every industry.
The customers expect that organizations will help them with all their doubts and queries. Thus,
each and every organization is trying its level best to provide the best after sale services. Cape
TISBE has been providing services to their clients located in Australia, China and also in many
other places. However recently there have been some complaints from the end of the customers.
They are of the opinion that the sale steam is not catering to their needs timely and neither giving
those right solutions. This report dealt with the existing customer care policies of the company
and the ways in which the sales team can bring about some changes. This report is being written
in order to solve the customer complaints issues that are arising in the company. The issues being
investigated are the low quality of products and the poor performance of the customer complaints
handling issues. This report mainly ventured into the problems that are seen within the Cape
TISBE company by researching their existing policies. The recommendations have been given in
order to review the policies and update them by bringing the possible changes.

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Table of Contents
1. Introduction..............................................................................................................................4
2. Background..............................................................................................................................5
3. Issues........................................................................................................................................6
4. investigation and analysis.........................................................................................................7
4.1. Quality of the products......................................................................................................7
4.2. On-time delivery performance..........................................................................................8
4.3. Responsiveness from sales staff........................................................................................8
4.4. Training of sales staff........................................................................................................9
4.5. Cape TISBE policies and procedures related to customer service/complaints................9
5. Recommendation....................................................................................................................11
5.1. Recommendation 1.........................................................................................................11
5.2. Recommendation 2.........................................................................................................11
5.3. Recommendation 3.........................................................................................................11
5.4. Recommendation 4.........................................................................................................12
5.5. Recommendation 5.........................................................................................................12
6. Conclusion..............................................................................................................................13
7. References..............................................................................................................................14

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1. INTRODUCTION
Customer satisfaction is one of the major aspects that have to be taken care of each and
every organization. It is for this reason that all organizations are trying their level best to match
up to the changing needs and demand of the customers. As science and technology are expanding
on a rapid level, there are also many changes that are taking place within the preferences of the
customers. As a result of this, the industries have to rise up to the level of perfection. They are
trying their best in order to maximize the kinds of service that they want to provide to their
customers (Kaura et al. 2015). Cape TISBE id one such conglomerate company that is trying its
level best to provide expert and high professional advice to their clients who want to develop
themselves. However just as there are conflicts in each and every big and small organizations
(Hussain, Nasser and Hussain 2015). There are also several conflicts that are taking place in the
work culture and the services delivered by this company. It has been noted that recently there are
many issues that are being forwarded by the customers. There are several customers who are
unhappy with the services and have forwarded their complaints. It is for this reason that Good
Gear Pty Ltd; one of the premium clients of the company has raised some issues and also
threatened to give up the business. Thus, it is the duty of the sales manager of the Cape TISBE
company to make a report in order to solve these issues.

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2. Background
The company CAPE TISBE is mainly engaged in providing expert advice and tips to all
their clients. They mainly work in some of the well known international locations like Australia,
China, and the US. In order to make sure that they are being able to retain all their clients, they
have to cater to the ever increasing and changing needs and demands of the customers. However
recently there are some problems that are going on within their company as the staffs aren’t
being able to take the proper care of their clients’

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3. ISSUES
The Company has not been able to deliver the orders on time. As a result of this, there
have been severe discrepancies. International clients become highly dissatisfied and are sending
in their complaints. It is for this reason that one of their chief Australian clients Good Gear Pty
Ltd was not very happy with the kind of service being rendered by them. They have raised these
complaints that they are not happy with the time management and the delivery schedules of the
sales team. The Managing Director Tim Halfpenny has also raised these customer dissatisfaction
issues in the meeting. He has threatened to remove his partnership and his ties with this company
if there are no significant improvements being done. As a result of this, the Sales manager of this
company has to take some serious steps. This report dealt with several changes like reformation
in the customer complaints policy, improvements in the quality of products, staff responsiveness,
and other such aspects.

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4. INVESTIGATION AND ANALYSIS
The sales manager along with his team of experts has gone through the customer
complaints. They have decided to take some serious steps like looking up the Customer Service
Policies that Cape Tisbe currently has. This will also help them in updating these policies and
also being about some kinds of changes that will help in overcoming the customers’ complaints
that have been raised by the customers (Cambra-Fierro, Melero and Sese 2015).
4.1. Quality of the products
Maintaining the quality of the products is one of the main lookouts of the organization.
As this company is dealing with many clients they have to make sure that there are no problems
with the quality of the goods being served by them. As per the opinion of Han and Hyun (2015),
the company uses the best and the advanced kinds of technologies to produce their goods in a
proper way. However, it must be noted in this context that the customers are now in search of
advanced services. Yilmaz, Varnali, and Kasnakoglu (2016.) have argued in this context that the
customers are no longer only concerned about the quality of products but they also need some
after-sale services as well. Yilmaz, Varnali, and Kasnakoglu (2016.) have stated in this context
as the company is specialized in providing the training consulting and international
manufacturing services they have to upgrade themselves to meet up the currently accepted
standards. They must try and add innovations to their products. This will ensure that their
products will be liked by many customers. Thus they will have to work over their after sale
services and their time management skills

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4.2. On-time delivery performance
The company is trying its level best to take care of the needs and demands of their
customers. However, at the same time, they have to make sure that the staffs are being
responsive. Inactive staffs are disliked by all. Cape TISBE has to make sure that they are giving
proper training to their staffs so that they can be active all the time. Hill and Brierley (2017) are
of the opinion that E-learning techniques must be introduced in the sales team so that they can
carry on with their work properly. As for example, L'Oréal has used the e-learning methods in
order to increase the knowledge of their sales team (Luo et al. 2016). They have recognized gaps
in product knowledge across all members of its sales force and implemented an e-learning
program to empower its team. This will help the sales team to deliver the products in sound
quality. Apart from this, this will also allow the company to satisfy its customers by providing
the products at the right time.
4.3. Responsiveness from sales staff
The customers have complained that the response from the dales staff is very delayed.
They do not respond properly if the customers are not satisfied with the services. However it has
to be noted in this context that the sales staffs can perform well if they are guided by a proper
supervisor. Often the work load is huge and they cannot afford to respond to all the customers
individually. Often there are mistakes in the quality of the goods produced. Thus, they cannot
concentrate equally on all the different works. Thus, the management has to follow the policy of
dividing the work among different employees.

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4.4. Training of sales staff
Cape TISBE tries their best to provide proper training to their staffs. They have to
follow an employee centric approach so that they can motivate their sales team. As the area of
their operation is on the International level, there might be several problems faced by the sales
executives. Thus they have to provide all the possible resources that might help them to fulfill all
the gaps.
4.5. Cape TISBE policies and procedures related to customer service/complaints
The Sales manager made sure that they go through the already existing policies of
customer complaints. This will help them in updating the same and also in bringing about some
of the other kinds of changes. In order to do that they have gone through the entire procedure that
is followed while the customers are launching any particular complaints against the company.
The company is currently following a process where they take up the complaints, review them
and acknowledge them within three business days. However, it must be noted in this context that
often the customers can before impatient. The company has to make sure that they are speeding
up their business process. They have to make sure that they are responding to the customer
complaints in a speedy manner so that the problems can also be solved properly.
The other point that needs some kinds of up gradation is then the fact that the company
usually resolves the issue within ten business days. However, it has to be noted in this context
that as this company Cape TISBE is mainly dealing with the clients on a Global scale they have
to work over the speed with which they look after their customer complaints. This is because
there is an often strict deadline that needs to be followed by the clients. As a result of this, the

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clients might often suffer from the backlog or the traffic in the procedure of the customer
complaint.
The problems are resolved as per the state of their urgency. For an instance, the company
looks after the health-related issues with great severity in comparison to the other issues. This
must not be the case. They have to deal with each and every issue in a proper way. In order to do
this, they will have to recruit a number of employees. They will have to make sure that all the
customer complaints are getting an equal amount of care and importance. The other kind of issue
that has been seen existing in the current customer complaints system of the organization is that
they are considering the following details-
(a) Customer’s name;
(b) Customer’s address;
(c) Contact telephone number;
(d) Complaint details; and,
(e) Follow up action requested and/or agreed.
It must be noted that all these are important details that are being used by customer care
executives. However, the company must consider including the customer ID as well. This will
help them in segregating the orders in a proper way. All the customers will be able to use their
respective IDs whenever they are trying to contact the company for any kinds of assistance.

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5. RECOMMENDATION
5.1. Recommendation 1
The quality of the goods and services that are being offered must also be checked. In
other words, Cape TISBE has to make sure that they are spending a good amount of money over
the R&D team. This will help them in getting good detailed information regarding the kinds of
technology that have arrived in the market. This is a long term process and might need a span of
12 months to finish with this work. The amount needed for this will be $20000 on a rough
estimate. The company will be requiring this much money for the purpose of developing their
research and development team. As the R&D team is already functioning properly and needs
some up gradations for using the modern and the advanced technologies.
5.2. Recommendation 2
Hiring outside consultant is also one of the good measures that the company might
consider. As the company is opening up branches in many different places, it is needed that they
are hiring an outsider as the consultant. The external consultant will have a good range of
knowledge and will be able to provide proper training to the sales team. This will speed up the
timely delivery of the products offered by the company. Hiring the external consultants might
need a span of 4 months which can be considered a medium term goal. The amount needed will
be between $20000 -$60000. The amount for this particular task is high because hiring the
consultants from the outside is an expensive job. This organization will have to spend a good
amount of money for the purpose of getting the external trainers and providing all the tools of
training the staffs.

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5.3. Recommendation 3
The responsiveness from the sales staffs have to be developed. The company will have to
include more number of employees. The proper allocation of work is also necessary on the part
of the employees. This will be helping in making the work much easier and they will be able to
respond to all the customer complaints in a proper manner. The organization must reduce the
time of their customer complaints resolving process. This is a short term goal. This is a medium
term goal. They must make sure that the customer care executives are always alert in solving the
problems. This can be done within a span of about 4months and the capital needed is about
$30000. This amount of money is needed by the company as this work will not need much effort.
The staffs are performing well. However the company needs to give some kinds of training to
them so that they can work on their responsiveness.
5.4. Recommendation 4
Proper staff training programs have to be given to the employees. This will be helping in
making the training process much more advanced. The company will be able to understand the
areas which need greater attention. They will be able to provide complete support to their
employees. Staff training is long term goal and it can be completed within 5 months with an
estimated capital of about $30000. This is a moderate amount of money that will be helping the
company to train their staffs. They might also carry on the internal training system that will be
helping in the training of the employees.
5.5. Recommendation 5
The company has to be some changes in the customer care service. They have to recruit
more employees and train them properly so that customer issues can be solved properly. Cape