Analysis of Customer Service Issues at Cape Tisbe International

This report provides a comprehensive analysis of customer service issues at Cape Tisbe International, focusing on problems related to product quality, delivery times, and employee performance, particularly in relation to their customer, OZStuff Australia. The report identifies key issues such as lack of employee training, empathy, and motivation, which contribute to poor customer relations. It investigates the root causes of these problems, including poor management practices, and proposes several recommendations to improve customer service. These recommendations include guaranteeing high-quality products and on-time delivery through product review teams and advanced technology, empowering employees through incentives and clear communication, and offering excellent training to the internal workforce, including positive communication and interactive training methods. The report emphasizes the importance of customer satisfaction and loyalty in maintaining a successful business and provides a detailed framework for Cape Tisbe International to improve its customer service and enhance its overall business performance.

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CUSTOMER SERVICE ANALYSIS IN CAPE TISBE INTERNATIONAL
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Course
Instructor
Institution
Location
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Executive Summary
Cape Tisbe Ltd is an international corporation operating in multiple countries including
Australia, Asia, China, U.S and New Zealand. The headquarter offices are located in Hobart
Tasmania. It is known for the production of freshwater fishing equipment at a reduced cost.
Their manufacturer offices are located in Beijing, China where all products are manufactured and
supplied to other countries. With over 1000 employees, this company has always strived to offer
excellent services to its customers. However, they have been complaining about the customer
services by OZStuff Australia regarding the products and the services by the sales team. This
report analyzes the reasons for the rising issues and looks into the methods to work on the issues
and to enhance their overall customer service. Cape Tisbe International recognizes the value of
their customers and is willing to work on the customer service immediately. There is a team
organized to assist on working on the issues presented to improve the overall services of the
company and to maintain OZStuff Australia as their customer. There is a set out protocol
outlined to ensure that products are delivered on time and also they are of high quality. There are
various changes to the customer service team that will ensure customers are handled in a better
way.

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Table of Contents
Executive Summary.....................................................................................................................................2
Customer service analysis in cape Tisbe international................................................................................4
1.0 Introduction...........................................................................................................................................4
3.0 Defining the issues (Methodology).............................................................................................5
4.0 Investigation and analysis (Managing Customer relations).......................................................6
5.0 Recommendations.................................................................................................................................7
5.1 Guaranteeing high-quality products and on time delivery...........................................................7
5.2 Employee empowerment.............................................................................................................7
5.3 Offer excellent training to the internal workforce........................................................................8
6.0 Conclusion.............................................................................................................................................9
7.0 References.................................................................................................................................10

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Customer service analysis in cape Tisbe international
1.0 Introduction
Good customer service involves providing customers with their needs when it is necessary
and in the best way. Treating the customers’ right is a perfect way to maintain existing customers
as well as attract potential clients in future (Hughes, 2017). Offering good customer services is a
good way to advertise the business. It can as well help in the growth of the business increasing
both the market share and the frequency of customer visits. Establishing a business culture that
involves excellent customer services is key in positioning the organization in a competitive
advantage. Customers are the key aspects of the success of a business. Good customer service is
achieved by incorporating all aspects of the company including all employees, leaders, and
vendors to ensure that a good customer service plan is developed (Peelen and Beltman, 2013).
2.0 Background
In this case, the employees in Cape Tisbe International, have failed to uphold proper
customer service management which has resulted in complains in both in the product and service
sectors. Customers tend to lose satisfaction in the company’s products if there are ineffective
marketing strategies and poor-quality products. Customers are responsible for keeping the profit
machine running for the organization. According to Toister and Dixon (2014), unsatisfied
customers can result in an entire halt in the sales system of the organization. Establishing a
healthy relationship with the customers, Cape Tisbe International stands a chance to help
customers to be content with their products as well as share their experiences with other people
who may be interested in the company’s products.

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3.0 Defining the issues (Methodology)
Poor customer service can damage the reputation of the company and turn off of existing
clients (Reider 2012). There is a huge issue in the quality of the products manufactured by Cape
Tisbe International as well time used to deliver the products. There is need to find out the reason
behind OZStuff Australia complaints on the quality of the products and the late deliveries and
identify the poor customer relations among employees in the company so as to address the issues
directly. Finally, there is need to identify and design the best training methods to be used in the
internal training of employees in the area of customer services.
First, the problem of low-quality products is due to the issue of poor management, where the
management has failed to monitor the way employees work in the organization as well as not
responding to their queries. Lack of management has led to various issues such as lack of good
material, use of poor design, poor packaging and unmotivated employees. All these aspects have
led to the production of poor quality products in the company.
Secondly, there has been an issue with the delivering of products due to employees’
negligence. However, this is as a result of unmotivated employees who are not diligent in
delivering services for the company. This behaviour has led to the loss of customer satisfaction
due to poor services that can cost both time and money to the clients (Sain, 2016).
The best methodology to be used by Cape Tisbe International is administering questionnaires to
their customers in order to know their expectations and any arising issues they may have.so as to
put measures to maintain the expectations. This will help to create more customer satisfaction
and retain them to the organization.
Also, this organization will develop a new customer complain policy, which will primarily
aim to solve all the complaints from customers. This policy will ensure that complaints are

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handled faster and easily. Responding to each customer will increase more satisfaction and
loyalty to the organization.
4.0 Investigation and analysis (Managing Customer
relations)
Retaining customers is an important aspect of standing out in competition. Cape Tisbe
International needs to understand the needs and expectations of their customers to be able to
satisfy them There is the need to understand the needs of the customers first. To build on their
needs, the company has conducted a survey which seeks to understand their customers more.
Various reasons surfaced on the issue of poor customer services to their clients. First, employees
are not well trained. Lack of training is the most common cause of poor services in the
organization. Employees lack the skills to interact with the customers’ hence the mistakes.
Secondly, the employees lack empathy. The presence of self-centered personalities in the
business ruins the customer contact, which has been an issue in the sales team of Cape Tisbe
International. Thirdly, there is the issue of burn out among employees where they have negative
energy towards their roles which has largely affect the customer services.
The management of Cape Tisbe International has established a team that will directly
focus on the complaints from their customers. This will involve, working with the employees
well in all the outlets, to ensure that they are aware of how they should treat the customers and
deal with the grievances aired. Customer satisfaction is key in ensuring that customers maintain
their loyalty to the organization. Also, the company plans on providing a product portfolio that
will ensure clear communication on the availability and quality of products as well as
communicate any other information regarding products to the customers. There is also the need
to create a direct contact line for purposes of communication to the clients. When an organization

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communicates to its clients and keeps in touch, problems are communicated more easily and
conveniently without causing the current problems. This is an effective method for solving
customer related issue.
5.0 Recommendations
5.1 Guaranteeing high-quality products and on time delivery
Cape Tisbe International should set a product review team to find out the exact problems
facing the quality of the products from the manufacturing level. The issue of low-quality raw
materials and poor policy in the manufacturing industry should be dealt with to ensure that the
quality of products is reviewed. This product review is best carried out at the production stage to
ensure that the end product is fine (Harris 2013). There is a need for the development and use of
advanced technology in the quality assessment practice to ensure that the company does not deal
with the issue of low-quality products.
On the issue of on-time delivery, Cape Tisbe International should invest in good
transportation system to ensure that products get to the customers as per the schedule. There also
need to motivate the employees in the sales team, so that they can show interest and be
productive in ensuring that there are no delays in delivering products (Fader 2012).
5.2 Employee empowerment
The management and employees should work together to ensure quality control, customer
service and marketing sectors are well managed, and problems are realized early and fixed. The
issue of unmotivated employees should be handled by providing incentives such as
compensation packages and other support that will ensure customer feel like part of the team

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(Singh et al., 2017). Working on the employees’ motivation ensures that they become more
committed to the organization which results in better customer service.
There is also the need to establish clear communication in the organization to be able to identify
employees with burnouts and their cause. Holding frequent meetings with the customer service
team is crucial to discuss the success of the company as well as stipulate on the ways to deal with
frequent frustrations (Evenson, 2012). Provide incentives and recognition of excellence in
dealing with problems.
5.3 Offer excellent training to the internal workforce
The company should dedicate time and money to reinforcement and training of employees.
Every employee should be informed of the purpose and goals of the company as well as the
products and services offered. Training should be carried out on the aspects of the importance of
listening and responding to the customers’ requests and how to meet deadlines. According to
Baporikar (2012), employees do the job well when they have the right objectives and the right
tools. The end goal of training customer service staff is to ensure customer satisfaction.
Some of the customer service training to be employed in the case of Cape Tisbe International
include; first, training employees on positivity. There is need to train employees to replace
negative words with positive phrases when handling customers. Positive responses from an
organization create positive perception from the customers (Sturdy 2012). Secondly, employ
interactive and multiple training techniques. Employees get bored by the same training methods
each time thus more interactive techniques should be used to ensure that real issues in the
workplace are discussed. For instance, the use of interactive games and question-answer sessions
should be ideal that enhance team building and participation. Finally, the other training method
to employ is cross training. Cross training involves rotating different roles often to ensure that

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employees are constantly adapting and learning new things (Cook, 2017). This works to ensure
that employees are more interested in their job which create self-improvement.
6.0 Conclusion
Customers are the most important part of the business. Focusing on a good customer
relationship is key in maintaining loyal customers as well as attracting potential clients. The
problem of poor customer services is crucial and should be handled both from the internal
and external levels. Investing in good advertising and marketing efforts and also working on
the internal workforce will ensure that the needs of customers are met, and there are few
complaints.

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7.0 References
Baporikar, N. (2012) Strategic Imperatives for Customer-Centric Approach. Oxford, Oxford
Publication
Cook, T. A. (2017) Excellence in managing worldwide customer relationships. Retrieved 3rd
may, 2018 from http://www.crcnetbase.com/isbn/978-1-4822-2619-5.
Evenson, R. (2012) Customer service management training 101: quick and easy techniques that
get great results. New York, AMACOM. Retrieved 3rd may, 2018 from
http://www.books24x7.com/marc.asp?bookid=43860.
Fader, P. (2012) Customer centricity: focus on the right customers for strategic advantage.
Philadelphia, Wharton. Retrieved 3rd may, 2018 from http://www.books24x7.com/marc.asp?
bookid=47593.
Harris, E. K. (2013) Customer Service A Practical Approach. Harlow, Pearson Education UK.
Retrieved 3rd may, 2018 from http://public.eblib.com/choice/PublicFullRecord.aspx?p=5137962.
Hughes, A. C., & Hughes, T. P. (2017). Customer Service Games for Training. Pearson
Peelen, E., & Beltman, R. (2013) Customer relationship management. Retrieved 3rd may, 2018
from http://0-lib.myilibrary.com.emu.londonmet.ac.uk/browse/open.asp?ID=515960.
Reider, R. (2012) Expanding customer service as a profit center: striving for excellence and
competitive advantage. [New York, N.Y.] (222 East 46th Street, New York, NY 10017),
Business Expert Press. Retrieved 3rd may, 2018 from
http://www.igpublish.com/bepebooks/Book.nsp?
cid_BOOKCODE=DEMOBEPB0000128&cid_BOOKPAGE=1.

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Sain, S. (2016) Customer Knowledge Management. [Place of publication not identified],
Springer International Publishers.
Singh, S., Marinova, D., Singh, J., & Evans, K. R. (2017) Customer query handling in sales
interactions. Journal of the Academy of Marketing Science, vol. 9, No 2, pp. 63-75
Sturdy, G. (2012) Customer Relationship Management using Business Intelligence. Newcastle
upon Tyne, Cambridge Scholars Publishing. Retrieved 3rd may, 2018
http://public.eblib.com/choice/publicfullrecord.aspx?p=1080874.
Toister, J., & Dixon, W. (2014) Service failure: the real reason employees struggle with
customer service and what you can do about it. Retrieved 3rd may, 2018 from
http://search.ebscohost.com/login.aspx?
direct=true&scope=site&db=nlebk&db=nlabk&AN=690528.