BSBRES401, BSBWRT401, BSBCUS402 - Customer Satisfaction Research

This research report analyzes customer satisfaction data to identify areas for improvement in customer service. It examines data related to key staff performance (Kasyme, Raquel, and Basel), external service providers, and product-related issues. The report uses quantitative data analysis to pinpoint factors impacting customer complaints. Key findings include the need for additional training for Basel, monitoring external service providers, and addressing product-related concerns. The report emphasizes the importance of understanding customer demands and aligning products and services to meet those needs. Recommendations include maintaining a secure server for data processing, improving product quality, and training staff to enhance customer retention and satisfaction. This document is available on Desklib, where students can find a wealth of past papers and solved assignments.

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CUSTOMER SATISFACTION
Name of the Student
Name of the University
Author’s Note

1
Table of Contents
Introduction......................................................................................................................................2
Data Presentation.............................................................................................................................2
Q.1...................................................................................................................................................2
Q.2...................................................................................................................................................3
Q.3...................................................................................................................................................4
Q.4...................................................................................................................................................4
Q.5...................................................................................................................................................5
Q.6...................................................................................................................................................6
Q.7...................................................................................................................................................7
Q.8...................................................................................................................................................7
References........................................................................................................................................9
Appendix........................................................................................................................................10

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Introduction
An annual data regarding customer complaints is being gather by the organization.
Managerial initiatives has been taken to understand the skill levels of providing customer service
by the organization to the potential consumers and to provide solution to the problem that exist
due to which customer satisfaction is not getting fully maximized (Xiang et al., 2015). Effective
customer grievance management necessitates to implementation of efficient data analysis and
interpretation of the analysis towards pragmatic recommendations to enhance the skill levels of
providing customer services in an optimized manner.
Data Presentation
Effective data analysis will help in understanding the prevailing gap with the customer
satisfaction and the customer service that is being rendered to them. To ensure that the customer
grievances are effectively handled based on their feedback it is important to process and direct
the accumulated data towards meaningful information.
Q.1
From the data presentation it is been seen that there exists lots of reason to effective
analyze the data and interpret the findings in order to resolve the issue regarding the customer
complaints. To delve into the data and to process it in the form off appropriate information that
will reveal the accurate reasons for customer grievances, it is essential to rejuvenate the
parametric factors that are directly or indirectly influencing the business process. It is been found
that among the key staffs namely, Kasyme, Raquel and Basel the most number of customer
complaints came regarding Basel followed by Kasyme and Raquel in descending order. Based on

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the scenario that is been provided, their exist issues with all the entities that are related with the
organization.
Q.2
Apart from that the external service provider have lesser frequency of the customer
complaint where it is been found that the data reflects the fact regarding external service provider
who have accused by the customers and are listed in customer complaint list has a number of 32
cases. Moreover, product related issues are there since nearly 52 cases are been found throughout
the year regarding products and services from the consumers and are enlisted in the customer
complaints database. From individual perspective it is been seen that there exists majorly product
related problems from the organization towards their target consumer base. 52 cases in 52 weeks
is a matter of concern for the organization. Apart from that there exists issues with Basel as 50
complaints have been enlisted upon Basel. However, the complaints with Kasyme and Raquel
are much less. As it is been seen that the number of complaints that are been registered upon
Raquel and Kasyme are 19 and 20 only. Apart from that moderate level of complaints are also
found to get enlisted regarding external service providers. So the data analysis reveals that there
exists necessity to train Basel more in order to lessen the number of mistakes from his side being
a representative of the company. Apart from that the external service providers should be
communicated and the issues that is arising should be monitored. Finally and most important
there exists importance regarding resolving the product related issues. It is important that the
customer demands should be clearly understood. Customers wants should be clearly evaluated
and the gap between customer demand and what is been rendered by the company should be
effectively evaluated. It is crucial to interpret the information that the data are being reflecting in
order to understand where their willingness to pay and ability to pay of the customer are facing

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barriers. The complaints that are coming from the customers should be scrutinized effectively as
well as the products should be made according to the customer demand which in return will
optimize the customer satisfactions and will minimize the frequency of complaints in the coming
year.
Q.3
The data analysis method that is been used is quantitative method and not qualitative
method. This is due to the reason that the qualitative approach considers those parametric factors
that can assess the data from qualitative perspectives. However, with the use of quantitative
approach it become easy to numerically estimate the existence o the data and their effectiveness
regarding their meaningfulness (Sengupta, Balaji and Krishnan, 2015). The ordinal data can only
be prioritized while the cardinal data can be computed numerically. Hence, the quantitative
approach gave a better ability tom delve into the issue regarding customer complaints and helped
to identify the factors that are directly rendering impact upon the increase or decrease in the
customer complaint and hence indirectly ar also controlling the reputation of the organization in
the long run.
Q.4
The graphical representation of the data analysis can be represented as follows:

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Kasyme (K)
(R) Raquel
Basel (B)
P
S
P & B
P, S and B
P & K
B & R
S & B
R & S
P & S
B & B
Key Staffs Produc
t Extern
al
Service
Provid
er
Produc
t &
Basel
Produc
t &
Basel
and
Extern
al
Service
Provid
er
Produc
t and
Kasym
e
Basel
and
Raquel
Extern
al
Service
Provid
er &
Basel
Raquel
&
Extern
al
Service
Provid
er
Produc
t &
Extern
al
Service
Provid
er
Basel
a&
Basel
0
10
20
30
40
50
60
20 19
50 52
32
18
1 2 2
9
2 2 2
In the vertical axis or the y-axis the measurements are done regarding the frequency of
the customer complaints upon the organizational entities. Along with that these are estimated
based upon the factors that are responsibly impacting the performance of the organization as a
whole.
Q.5
In order to get ensured that the customer satisfaction level do not get hampered it is
essential that the organization should take step to train Basel since he is one of the key staff for
the organization and if complaints comes from customers regarding his ability to support them
then it is no at all acceptable by the organization since he is one of the key staff and responsible
employee of the organization (Saeidi et al., 2015). Moreover, sacking him will not work due to
the reason that the company then again have to train a new employee who will become one of the
key staff of the organization and it will take time and other resources from the side of the
organization and will required the employee to get experienced like Basel. Hence, it is important

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for the management to seat will Basel and they should make him understand that his
performance is hampering the performance of the organization as customer complaints are
coming regarding his performance. Due to the reason that he is one of the key staff off the
organization this is not expected from him and being a key staff of the organization, the company
expects that he will revive himself towards a state of better performance level. It will be also
suggested that the company is interested to provide him training if required and he should work
on it to remove the factors that are hampering hence performance directly and hence indirectly
hampering the performance level of the organization. Beside this another objective of the
management will be to resolve these issue regarding external service provider as it is been found
that about 32 complaints are registered from thee customers upon the external service providers
too.
Q.6
The data can be represented as follows:
Table 1: Data Analysis
Parameters Yearly
Key Staffs
Kasyme (K) 20
(R) Raquel 19
Basel (B) 50
Product P 52
External Service Provider S 32
Product & Basel P & B 18
Product & Basel and External
Service Provider P, S and B 1
Product and Kasyme P & K 2
Basel and Raquel B & R 2
External Service Provider &
Basel S & B 9
Raquel & External Service
Provider R & S 2
Product & External Service
Provider P & S 2

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Basel a& Basel B & B 2
For future references the organization should maintain a secure server for processing the
data and keeping them effectively when required. Since this will help them to carry forwards any
cross sectional analysis or longitudinal analysis with the past data that may become helping
regarding solving customer complaints and grievance management followed by taking any form
of crucial managerial decisions for the organization (Hussain, Al Nasser and Hussain, 2015). The
grievance management department and the customer support department will be able to make
effective use of the process data as well as they will be able to operate accordingly for
optimizing customer satisfaction.
Q.7
The organization should maintain a secure server for processing the data and keeping
them effectively when required, as this will help to retrieve the data whenever required as well as
will make it accessible to those people only who have the permission to access the data (Han and
Hyun, 2015). Through data warehouses these kind of information can be kept securely in secure
servers for the long run.
Q.8
It is essential that the product quality and the services that the organization provides to its
potential consumers as well as prospective clients should be improves in terms of the deliverance
of the products and service as well as their ability to optimize the satisfaction level of the target
consumer base. For this reason it is essential to understand the demand of the consumers
regarding the product and the service deliverance regarding the products should be made
accordingly o that the gap between the products performance and the expectation of the

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consumers matches which in return will also reduce the number of complaints regarding the
products and services from 52 complaints to lesser number and if possible it can be even zero
annually. Thus policies and procedures encompasses effective understanding of customer
feedbacks regarding the products and accordingly creating the products so that consumption of
them can build a better image in front of the potential consumers in near future. Basel should be
trained and issues with the external service providers should be resolved. This policies and
procedures will boost the brand reputation of the organization and customer loyalty towards the
organization followed by providing a reasonable plinth to the keys staffs as well as the
management of the organization to mitigate the problems and enhance customer retention along
with eradicating their grievances and understanding their demands (Blut et al., 2015).

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References
Blut, M., Frennea, C.M., Mittal, V. and Mothersbaugh, D.L., 2015. How procedural, financial
and relational switching costs affect customer satisfaction, repurchase intentions, and
repurchase behavior: A meta-analysis. International Journal of Research in
Marketing, 32(2), pp.226-229.
Han, H. and Hyun, S.S., 2015. Customer retention in the medical tourism industry: Impact of
quality, satisfaction, trust, and price reasonableness. Tourism Management, 46, pp.20-29.
Hussain, R., Al Nasser, A. and Hussain, Y.K., 2015. Service quality and customer satisfaction of
a UAE-based airline: An empirical investigation. Journal of Air Transport
Management, 42, pp.167-175.
Saeidi, S.P., Sofian, S., Saeidi, P., Saeidi, S.P. and Saaeidi, S.A., 2015. How does corporate
social responsibility contribute to firm financial performance? The mediating role of
competitive advantage, reputation, and customer satisfaction. Journal of business
research, 68(2), pp.341-350.
Sengupta, A.S., Balaji, M.S. and Krishnan, B.C., 2015. How customers cope with service
failure? A study of brand reputation and customer satisfaction. Journal of Business
Research, 68(3), pp.665-674.
Xiang, Z., Schwartz, Z., Gerdes Jr, J.H. and Uysal, M., 2015. What can big data and text
analytics tell us about hotel guest experience and satisfaction?. International Journal of
Hospitality Management, 44, pp.120-130.

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Appendix
Table 2: Data Presentation
Week Mon Tue Wed Thu Fri Sat Sun
1 S P K B
2 P, B S P P, K
3 R B P, B S P P
4 B, P S P P
5 P S P, K
6 P B P B K
7 R B, B S P, B B
8 S K
9 P R
10 R S K
11 P, B S B P R P, S, B
12 P K
13 R, S P
14 S K P
15 B P, B P, B
16 S
17 P R
18 S P
19 P B, R S, B P P, B

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Week Mon Tue Wed Thu Fri Sat Sun
20 B P
21 K S
22 R P, B
23 R S K
24 P B, S P B
25 K
26 R, S
27 R P, B
28 B B, P P K B
29 S, B
30 P, B K
31 R, B
32 B P, B S, B
33 S, P K
34 S
35 R
36 S, B P B B
37 P K
38 R
39 S R
40 B, S S K B, P