BSBRES411 Research and Analysis Report on Customer Complaints

This report analyzes customer complaint data collected over a year, identifying the causes of complaints (staff, product, external service provider) and their impact on the company. The analysis uses text mining and quantitative methods to determine the proportion of complaints attributed to each category. The report emphasizes the importance of customer satisfaction and suggests implementing a customer service monitoring system, including data storage solutions within appropriate software, with the human resource department responsible for managing the data. It also recommends data security measures and outlines policies to enhance customer support, improve data collection, and implement effective survey design strategies. The report concludes with a call to action for the company to proactively address customer issues and build stronger customer relationships.

Running head: RESEARCH AND ANALYSIS REPORT
Research and Analysis Report
Student’s Name
Institution
Date

RESEARCH AND ANALYSIS REPORT 2
Introduction
The report will analyze and report on the data collected on customer complaints. In total,
there are 52 weeks and each week has 7 days. So there are a total of 364 days. It will also
determine how the data was analyzed and how the data should be stored. Lastly, the report will
describe some of the policies that should be adopted
Data analysis
Out of 364 days, The complaints caused by staff Raquel is 21. The complaints
attributable to Basel are 54 while the complaints attributable to Kasyme are 18. The complaints
attributable to the product are 52 while the complaints attributable to the external service
provider are 6. In total, there are 151 complaints.
Based on the three categories, it is clear that staff is the cause of more complaints
followed by product and then the external service provider. The graph below summarizes the
proportion of complaints by the three categories.
Staff Product External service
provider
93 52 18

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Staff Product External service provider
93
52
18
Number of complaints by category
The data is more likely to impact on the performance of the company because if nothing
is taken to correct the situation, the issue may escalate and the clients may run away. Surveys
have shown that every consumer who has received a service and expressed satisfaction will tell
at least 12 people around it, and about 10 of them will patronize the company when they have the
same demand; on the contrary, a very dissatisfied Consumers tell their grievances to at least 20
people around them who will rarely patronize the business when they have the same demand
(Deep, 2017). All the above data can reflect the huge impact of customer satisfaction on the
corporate market. We often say that customers are dissatisfied and complaints are normal. No
company can satisfy all customers (Rosenberg & Czepiel, 2017). The only correct choice is to
face and resolve it, turn disadvantages into advantages, and turn customer complaints into
opportunities for the enterprise.
The data analysis methods
I applied the concept of text mining. This was the best strategy because the values of the
variables were in form of letters. I had to count all letters representing each staff, letters

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representing the product and letters representing the external service provider. Consequently, I
applied the quantitative methods because the issue was to determine the proportion of each
variable.
Customer satisfaction monitoring and data storage
The customer service end-to-end monitoring system will be structured by roles and layers
to fully meet the leadership of the group, province, and city companies, customer service
management analysts, and ordinary users (customer service departments, departments other than
customer service centers and service-related departments Staff) needs Hague & Hague, 2016).
Through quasi-real-time monitoring, accurate early-warning scheduling, and multi-dimensional
cross-domain fusion analysis of end-to-end key monitoring indicators based on customer
feedback, the passive processing is changed to active traction correction, and the segmented
control is converted to end-to-end intelligent monitoring to improve customers (Peppers &
Rogers, 2011).
Where to store the information
The organization should store information in the right software that can allow the text
mining and analysis. In the market, there exists a number of software that could allow the
company store the customer feedback both in form of text, letters and numbers. The ideal
software should allow storage of both qualitative and quantitative data. The software should also
be compatible with other platforms such as ERP.
Department responsible

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The human resource department is responsible for storage of customer feedback data
(Hague & Hague, 2016). This is because human resource department is in charge with the
employees and customer care staff
Data security
Once the data is collected, it should be securely stored. If the company lacks mechanism,
it can outsource the storage to cloud providers. There are a number of cloud providers that can
guarantee secure storage of data.
Policies and procedures
Evidently, from product features to information, customer demand continues to grow,
including usage methods and information services. The company should not only committed to
developing new technologies and improving product quality, but also striving to build
communication channels with customers. Strengthening customer support is one of the core of
the company's business.
The company should hire professional service personnel to handle various inquiries from
users and retailers, including maintenance applications, information and data requests and
problem complaints. The company should also improve the quality and nature of data collected.
It should improve email collection (Karolina 2013).
First, establish clear processes and tracking to better increase the number and quality of email
addresses you capture. Getting the highest percentage of correct guest email addresses is critical
to maximizing the sample size of customer feedback (Tao, 2014).

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It should also implement effective survey design strategies. A key goal is to gain detailed
insights into guest likes and dislikes to help optimize operations and service improvements that
positively impact your online reputation.

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References
Deep, J. (2017). Factor affecting customer behavior. Retrieved from:
http://www.yourarticlelibrary.com/marketing/consumer-behavior/factors-affecting-
consumer-behaviourwith-diagram/48599.
Hague, P & Hague, N. (2016). Customer Satisfaction Survey: The customer experience through
the customer’s eyes. London: Cogent Publication
Rosenberg, J.L.& Czepiel, A.J. (2017). Journal of Consumer Marketing: A marketing approach
customer retention. United Kingdom: MCB UP Limited.
Tao, F. (2014). Customer Relationship management based on Increasing Customer Satisfaction.
International Journal of Business and Social Science, 5 (5): 256-263.
Karolina I. (2013). Customer Satisfaction Index – as a Base for Strategic Marketing
Management, TEM Journal, 2(4), 327-331.
Peppers, D. & Rogers, M. (2011). Managing Customer Relationships: A Strategic Framework.
New Jersey: John Wiley & Sons Inc., Hoboken