A Report on Customer Support Management at Eastern Sunshine Airlines

This report provides an overview of customer support management with a specific focus on Eastern Sunshine Airlines (ESA). It highlights the importance of customer support in maintaining customer relationships, enhancing satisfaction, and driving loyalty. The report identifies key issues within ESA's customer support system, including rude agents, inadequate information dissemination, and declining service quality, leading to customer dissatisfaction and attrition. It assesses ESA's performance in communication, enquiry handling, and problem resolution, revealing scores significantly below industry standards. The report recommends improvements such as implementing effective communication processes, utilizing social media for customer engagement, establishing a dedicated customer support team, providing comprehensive product knowledge to representatives, and training them in polite customer interaction and effective problem-solving techniques. Ultimately, the report underscores the need for ESA to prioritize customer support management to improve service quality, customer loyalty, and overall revenue.

CUSTOMER
SUPPORT
MANAGEMENT
An overview

INTRODUCTION
 The services or the products offered
by a company are designed as per
the requirements of the customers
(Wuyts, Rindfleisch & Citrin, 2015).
 The customers form an important
entity of the entire business process
of a particular company
(Khodakarami & Chan, 2014).
 It is very important for any
organization to maintain an effective
relationship with the customers
(Wouters & Kirchberger, 2015).

CUSTOMER SUPPORT
MANAGEMENT
 It refers to the management of the
services that are being provided to
the customers (Hussain, Nasser &
Hussain, 2015).
 The quality of a service provided
by an organization is dependent to
a large extent on the manner in
which the concerned company is
being able to maintain an effective
relationship with the customers
(Ford, Paparoidamis &
Chumpitaz, 2015).

CUSTOMER SUPPORT
MANAGEMENT: KEY ASPECTS
 Effective communication
(Misopoulos et al. 2014).
 Providing the right kind of
information to the customers
(Misopoulos et al. 2014).
 Resolving the problems of the
customers
 Treating the customers in a
respectful manner
(Misopoulos et al. 2014).
 Others

CUSTOMER SUPPORT MANAGEMENT
AND ITS IMPORTANCE
 Helps in the establishment of
an effective relationship with
the customers (Keiningham et
al. 2014).
 Enables the organizations to
satisfy the needs of the
customers (Hapsari, Clemes &
Dean, 2017).
 Helps in enhancing the loyalty
of the customers (Hapsari,
Clemes & Dean, 2017).

EASTERN SUNSHINE AIRLINES
(ESA)
 Provides air transport
facilities to the customers.
 The company belongs to the
hospitality and the service
industry and thus it becomes
important for it to take into
effective consideration the
aspect of customer support
management.

ISSUES
 The agents act in a rude
manner with the customers.
 Proper information is not being
conveyed to the customers.
 The quality of the services is
declining.
 The customers are dissatisfied
with the services and switching
over to the other companies

ESA AND CUSTOMER
SUPPORT MANAGEMENT
 The organization ESA does not have an
effective customer support management
plan in place at the current moment.
 This is adversely affecting the business
of the concerned company both in
terms of the quality and also the net
revenue earned by the company.
 The customers because of the
ineffective support that they are getting
from the company are switching over to
the other companies (Wuyts,
Rindfleisch & Citrin, 2015).

COMMUNICATION WITH
THE CUSTOMERS
 Helps the organizations to
convey the important
information to the customers.
 Providing adequate
information enables the
organizations to offer better
quality service to the
customers (Khodakarami &
Chan, 2014).
 Helps in earning the
satisfaction and thereby the
loyalty of the customers.

COMMUNICATION AND
ESA
 The standard industry
score is 9.0 whereas
the score of ESA is
only 2.9 on this
parameter.
 This indicates the
below par
communication policy
followed by the
organization.

RESULT
 The customers are not being
able to get adequate
information regarding the
flight timings and other
details.
 The satisfaction level and
thereby the loyalty of the
customers is getting
reduced.
 This in turn affects the
revenue earned by the
company.

RECOMMENDATIONS
 Use of effective
communication process.
 Use of social media tools for
providing the relevant kind
of information to the
customers (Wouters &
Kirchberger, 2015).
 Creation of customer support
team which can offer
assistance to the customers
over the phone (Wouters &
Kirchberger, 2015).