ABC Stationery Case Study: Coordinating Customer Service Strategies

This case study examines the customer service strategies of ABC Stationery, focusing on survey results and identifying key areas for improvement. The analysis highlights the importance of customer retention, advertising effectiveness (specifically newspaper vs. leaflets), and product popularity. Concerns regarding product quality, pricing, and service quality are addressed, along with recommendations for improving employee training and behavior. The case study also proposes a qualitative assessment of budget distribution to optimize resource allocation. The goal is to improve customer satisfaction by addressing these concerns, and the document provides a detailed analysis of these issues and recommendations for the future.

We told our customers to fill out this survey, and here is what we gathered…

We would require to
focus on not only
promoting the
business and bringing
in new clients, but also
retaining the old ones
and building rapport
with our customers.
CONCERN: CUSTOMER RETENTION & ADVERTISING

• Other than putting up Newspaper advertisements and printing leaflets, we can 
Invest in Advertisements in Local TV Channels.
• We can contact and encourage the Local Dentists and Dental schools to buy their
dental supplies from us and provide them leaflets to distribute to their patients
which will help increase our customer base.
• Provide discounts to regular customers, purchasing products twice a month, worth
more than $100.
WHAT CAN WE DO?
As the chart suggests,
most customers got to
know about us from
our advertisements in
newspapers, and very
few from the leaflets.
Thus more funds
should be provided for
newspaper advertising
than leaflet printing.

The result form the survey
shows varied product
popularity, with adhesives,
finishing and polishing
products as well as dental
tools and equipment being
the most purchased items.
CONCERN: PRODUCT POPULARITY

WHAT CAN WE DO?
• Increasing the quality of the dental products sold in the store.
• Maintain proper price range with respect to the quality of the products.
• Investing in proper and more visual means of advertising.
• Building rapport with the local businesses, dental schools and dentists to
increase sale of products.
Considering the results of the survey:
 The quality of our products did not receive any 1 stars, however, it did not receive all 5 stars
either. Thus, we would need to check the quality of the products being delivered to us by our
respective manufacturers.
 According to our customers some of the prices are too high, when compared to the quality of the
product.
 Thus we can collect same types of dental supplies form different manufacturing companies,
displaying varied qualities and price ranges. This can satisfy the different requirements of our
customers and in turn increase our customer base.

CONCERN: SERVICE QUALITY, EMPLOYEE BEHAVIOR AND
KNOWLEDGE
The chair-side services
provided by selected dental
students, is what sets us aside
from our customers.
Thus, it is highly crucial for us
to maintain customer
satisfaction .
WHAT CAN WE DO?
• Building rapport with the local dentists , and encouraging them to provide
their services in our store, to improve the experience of the customers like
patients.
• Increasing the funding of this chair-side service.

Even though majority of the ratings is
more than average, it is highly
concerning that some are not.
We would need to conduct regular,
thorough surveys regarding what
services and products require to be
modified.
The staffs need to be trained in
handling multiple clients
simultaneously, in order to make their
purchasing as well as overall
experience satisfactory.
Increased efficiency of the staffs will
help prevent queues in front of the
counter and fasten the shopping as
well as the billing process.

CONCERN: BUDGET DISTRIBUTION
Accurate budget distribution is crucial in moving forward any business.
Thus, here is a proposed qualitative assessment, on what services we should fund
more and where we can cut the budget.
Type of service Budget (Increase or Decrease)
DIGITAL ADVERTISEMENT Increase
LEAFLET PRINTING Decrease
CHAIR-SIDE SERVICE Increase
DIFFERENT MANUFACTURERS Increase / Decrease

Here’s hoping that following the said steps will help us
achieve an all YES response in the next survey !

THANK YOU!
Please kindly help us by filling out the questionnaire provided to you after this session.