RMIT University: BUSM4546 Customer Service Enhancement Plan Report

This report presents a comprehensive customer service enhancement plan for CSG Australia, a technology company facing challenges in the printing services market. The plan, aligned with the 'CSG 2021 Transformation Initiative,' focuses on improving customer experience (CX) to retain existing customers and attract new ones. Key components include establishing a specialized CX team with roles such as CX manager, application manager, analysts, marketing/sales liaison, IT liaison, and public relations manager. The report outlines strategies for market research, customer journey mapping, communication channel optimization, data analysis, and promotional activities. It emphasizes the importance of personalized interactions, AI-driven chatbots, and continuous customer feedback to measure ROI and identify areas for improvement. The plan also highlights the significance of social media engagement and proactive customer service to enhance overall customer satisfaction and drive business success. The report references several academic sources to support its recommendations.

Running Head: CUSTOMER SERVICE ENHANCEMENT PLAN
CUSTOMER SERVICE ENHANCEMENT PLAN
Name of the Student
Name of the University
Author Note

CUSTOMER SERVICE ENHANCEMENT PLAN
Implementation Plan
CSG is a technology company of Australia. It basically offers printing services to the
people of Australia. Hence the product of the company is Print Solutions and Managed Print
Services. This company has been conducting its business in Australia since the year 1988, but
the recent decline in the demand for the printing services in the print industry of Australia has
taken a substantial toll on the business conducted by CSG Australia. This has made the company
that the company needs to foster transformation in its business strategies according to the
feedback received from the existing customers, so that the existing customers can be retained and
new customers can be attracted. Hence the company has adopted ‘CSG 2021 Transformation
Initiative’ (Zaki and Neely 2019).
According to the suggestions provided by ‘CSG 2021 Transformation Initiative’, the
company needs to enhance customer experience. For this customer experience renovation plans
needs to be implemented. This initiative has recommended for the formulation of a specialized
customer experience team. The members of this customer experience team will distinct and
specific roles to play, these are as follows:
CX manager-A specialized customer experience team of CSG will also require a CX
manager. The full form of the term ‘CX manager’ is ‘Customer Experience Manager’. A
customer experience manager designs customer focused strategies. In his course of formulating
customer focused strategies, the customer experience managers first conducts
a market research to gain knowledge about the taste preferences, concerns as
well as the practices of the clients of customers the company is targeting. This
will in turn help the customers experience managers to organize the act of
segmenting the market. After the CX manager traces out the niche, the next step of the CX

CUSTOMER SERVICE ENHANCEMENT PLAN
manager will be to find out the way through which the customers can find the company offering
their desired products or services. For this purpose a map depicting the journey of the customer
will be created. This customer journey map will highlight the client-business meet points. This
map will guide the customer experience team to analyze and project the probable interaction
between the company and its customers. Thus a CX manager will be able to estimate how the
comp-any can meet the expectations of the customers (Goodman 2019).
Application Manager-A specialized customer experience team of CSG will also require
an Application Manager, who maintains the synchronization between customers’ vision as well
as the multiple channels of communication like- mobile apps, websites, and telecommunication
services. The application manager does not only establishes a synchronization between all the
communication channels, but also, looks after the design as well as development of these
applications and makes sure that these designs are developed within a similar frame so that
customer contact can be optimized and consistency can be maintained. Thus an Application
Manager can ensure the formation of applications like online and offline communication
channels that are capable of giving the customers responsive and satisfying experience of
communicating with the customer service officers of the company. Surveys can be conducted
with the help of these communication channels. For example, online surveys can be conducted
by distributing Google forms online, or from the survey questionnaire attached in the feedback
section of the website of the company. Thus, the feedback of customers, the way they found
CSG, their interaction with CSG can be recorded (Tivasuradej and Pham 2019).
Analysts- A specialized customer experience team of CSG will recruit one or more than
analysts, to analyze the qualitative and quantitative data gathered from surveys as well as
customers’ feedbacks collected from multiple communication channels.

CUSTOMER SERVICE ENHANCEMENT PLAN
Marketing/sales liaison- A specialized customer experience team of CSG will require
marketing and sales officers. They will conduct a market research, analyze the information
collected through market research and find out the existing customers who are loyal to CSG.
Further they will organize events to reward loyal customers. As a reward to loyal customers,
CSG may distribute free perks like one month free usage or extended services to the customers
who never switched the company. Sales and promotion officer may also organize ‘Mega Tech
Events’ for the tech-savvy customers. Through those events Sales and promotion officers may
take the venture of word-of-mouth promotion like declaring substantial discounts for the loyal
customers on their future subscriptions. These strategies of rewarding customers with free gifts,
discounts should also be applicable to the new customers. Thus marketing and sales officers can
enhance customer experience and retain existing as well as new customers. Again the word of
mouth promotion or declaration of discounts on future subscriptions may also attract some more
customers (McColl-Kennedy et al. 2019).
IT liaison- CSG is a technology company, Hence IT liaison is must for maintaining
synchronization among several communication channels, observing the online behavior of
several organizations.
Public Relation Manager-- A specialized customer experience team of CSG should
recruit a public relation officer. The public relation officer will share attractive posts online, and
look after the fact that whether the web-based applications are creating convenience to the
customers. This will in turn enhance the online or social media experience of the customers.
Thus public relation officers can enhance social media engagement of the customers This will
also improve the interaction of the company with the customers. Customers will be delighted to
watch attractive business profiles of CSG in twitter, facebook, instagram, Linkedin and other

CUSTOMER SERVICE ENHANCEMENT PLAN
social media platforms. The customers will be able to share their likes dislikes about the services
offered by CSG, over, twitter, facebook, instagram, Linkedin. Thus the establishment of an
interactive B2B marketing will be possible over social media platforms (Iglesias et al. 2019).
Finally, it can be said that, CSG can improve online experience of its customers by
sending personalized thank you message to the customers whenever a new purchase is done. The
company shoul adopt the simplest process of interaction with the customers. It can also create
excellent AI experience with chatbots, so that constant interaction with the customer becomes
possible. Following this process CSG will be able to collect customer feedback on a regular
basis, and will be able to estimate the excellence of the customers service experience created by
the company. This estimation will help the company to measure the ROI (Return on Investment).
The more the customer experience can be enhanced the more will be the return on investment.
Another advantage off the constant interaction with the customer and estimation of customer
experience is, both of them will help CSG to find out its loopholes regarding their attempts to
cater to the needs of the customers, and improve customer experience services (Gacanin and
Wagner 2019).

CUSTOMER SERVICE ENHANCEMENT PLAN
References
Zaki, M. and Neely, A., 2019. Customer Experience Analytics: Dynamic Customer-Centric
Model. In Handbook of Service Science, Volume II (pp. 207-233). Springer, Cham.
Goodman, J., 2019. Strategic customer service: Managing the customer experience to increase
positive word of mouth, build loyalty, and maximize profits. Amacom.
Iglesias, O., Markovic, S. and Rialp, J., 2019. How does sensory brand experience influence
brand equity? Considering the roles of customer satisfaction, customer affective commitment,
and employee empathy. Journal of Business Research, 96, pp.343-354.
Tivasuradej, Y.C.T. and Pham, N., 2019. Advancing customer experience practice and strategy
in Thailand. Asia Pacific Journal of Marketing and Logistics.
McColl-Kennedy, J.R., Zaki, M., Lemon, K.N., Urmetzer, F. and Neely, A., 2019. Gaining
customer experience insights that matter. Journal of Service Research, 22(1), pp.8-26.
Gacanin, H. and Wagner, M., 2019. Artificial Intelligence Paradigm for Customer Experience
Management in Next-Generation Networks: Challenges and Perspectives. IEEE Network.