Managing Customer Relations: A Case Study of Miniso

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Managing Customer Relation

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Contents
Introduction......................................................................................................................................3
Task 1 – Case Study........................................................................................................................4
Conclusion:....................................................................................................................................12
References:....................................................................................................................................13

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Introduction
Miniso is an industry of goods and chattels. It was founded in 2011. It is a private industry. The
products which made by this brand are suitcases, wallets, handbags etc. Quality of product is
good and low in price.
The customer is an individual who purchases goods and items from a retail store. For growth of
business, the satisfaction of customer is necessary. The customer purchases a bag from Miniso
showroom. There is some default. It doesn’t close properly due to some issues in side-zips.
In the words of Oh and Kim, (2017) Customer service is a process of satisfying customer with
the services and products of industry. It is important for business extended. More customers
mean more profit. The customer expectations for product are good quality, low in price, long
lasting.

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Task 1 – Case Study
1) Identify any legal issues that you will have to abide by when dealing with the complaint and
how these may impact on customer relationships
Consumer Right is an act which gives a number of right to customer. Jo Swinson introduced it in
2015. It protects consumer for their interest (Singh, et. al. 2015).
As a mantra “customer is always right” the power of customer is more than previous time. The
customer complaints about bag to the Miniso showroom retailer. There are many problems
which are face by retailer:
Change their products according to customer demands.
Customer loyalty should be maintained for good business.
Poor relation with customers
Lack of customers
If retailer didn’t follow the rules and regulations of law, should pay the fine.
Customer should complain about bad quality of work.
Legal regulations are issued by government for the cooperation of laws. Regulation is important
for coordination of economic and social. The retailer should abide by following regulations:
Pay the tax to the government. Don’t sell product over max retail price. Make a good quality
product. Marketer should be loyal to customers. If any product is default exchange it.
The impact of bad product on customer relationship is negative. Poor customer service reduces
growth of business.
Due to bad service, the reputation of brand is fallen. Customer gives negative review for
industry. The regular customers break their relations with industry. Bad customer service
influence employee’s performance and industry lose their employees.
Consumer protection act is framework of consumer rights. Consumer rights under the act are:
 Right to safety
 Right to complete knowledge about product
 Right to safe environment
 Right to choose product according to their interest
 Right to refund

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 Right to replace product in given time

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2) Identify any ethical issues you may have to consider in relation to dealing with the
customer
The branch of study that deals on basis of what is right or wrong is called ethics. It is based on
moral principles. It is important for customer protection and safety.
Ethical issue is a situation in which people choose a solution of problem between a right and
wrong way (Sunanda, 2018).
The retailer of Miniso deals with customer politely. Listen the complaint about bag and try to
solve it.
The ethical issues which faced by retailer:
Developing trust in customer is very difficult after this situation. A trustworthy relationship
between customer and retailer is important component of successful business. Selling a bad
product breaks the relation of customer and retailer. Bad impact of brand in market. The
customer gives negative review which affects other readers.
Problem occurs in convincing the customer regarding product. Exchange the product or refund.
Dealing with angry customers politely is very crucial task.
Ethical issues face by industry:
 Decision making: Make decision for employee protection as well as successful business is major
ethical dilemma.
 Customer demand: According to new generation, the needs and demands of customer become
new. It is very difficult to match the products and services with customer needs. If products and
services are unsatisfied, it creates a problem between customer relations.
 Government issues: The work should be done according to law and regulation.
 Work environment: Environment of work place should be calm and ventilated.
The impact on customer relationship is negative. It reduces the customers and value of brand.
Being ethical is helpful in business development. It helps to make a trustful relation with
customers. With use of ethics legal problems are not occur and it give a positive identity of
industry in society. The environment of industry is good and employees work with hard work. It
increases productivity of employees.

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The retailers must follow laws, rules and regulations. Don’t think about self-profit, always
thought about customers. Customers should be prior. These are the things that make a retailer
ethical.

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3) Discuss and recommend any theories or models for the introduction of change to improve
the management of customer relations
Change management is a process in which alteration in business goals, objectives and processes.
The purpose of change management is to make new strategies and techniques for exploring
business (Aljohani, 2016). With the help of change management models and theories, retailer of
Miniso change the management plan by using new strategies which help to improve customer
relations.
The benefits of change management are:
 Increase productivity of employees
 Effective utilization of resources
 Increase flexibility
 Cost reduction
 New strategies helps to achieve targets
 Improve the level of organisation
Change management is necessary for make a company on next level with use of new strategies
and technologies.
Work in industry on new technologies which is more effective and fast than previous one.
Change management models:
According to the words of Arimavičiūtė and Raišienė, (2015) Change management models are
help to improve knowledge, skills and ability with implementation of new strategies and
technologies which help to maintain good relation with customer by fulfill their needs and
satisfaction.
In the words of Naarananoja and Kazmi, (2014) the change management model and theories are:
1. Nudge theory
2. Lewin’s change management model

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Nudge theory
In past few years, there are many theories and models which improve customer relations. Nudge
theory is one of these theories and models.
Nudge theory is based on behavioral trend. It works on increasing motivation and decision
making power of an individual. It is invented by Richard Thaler and Cass Sustein’s book Nudge
in 2008. Nudge refers to encourage people to do something. In marketing or business, nudge
theory plays an important role. It provides indirect suggestions to people which affect their
decision making. Nudge theory helps to encourage customers for buy the product and service of
company. It is a type of manipulation in which marketer gives indirect suggestions to customer,
give belief that the product is good and sell it.
Simple meaning of nudge theory is the choice of marketer is the final decision of customer. It is
a flexible and modern theory by which company understands the human nature, likes and
dislikes. It helps to improve customer relation by good communication and interaction. By using
this theory, marketer know about the level of thinking, decision making power of customer and
give solutions according to it.
Lewin’s change management model:
Change is common thing which is in trend in all type of organisation and industry. The Lewin’s
model is invented by Kurt Lewin in 1940s. This model is known as Unfreeze-Change-Refreeze.
It is a three stage process.
 Unfreeze: It is the first stage of model in which an organisation needs to accept the
situation where change in necessary to build up the industry. Analyses the technologies,
values, goals and recheck it from depth.
 Change: After reexamine the issues; it is second stage in which industry start to solve the
problem in new way. It gives new shape to an industry.
 Refreeze: After Unfreeze and change takes shape in industry, refreeze is a stage where
people know about benefits of change. Industry work on new strategies in daily basis
which helps to improve customer relations and business growth.

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4) Following on from your report consider a leadership/management career opportunity
within the sector you have considered and evaluate your suitability considering your own
personal skills, abilities, interests and motivations.
Leadership and management career is flexible and continuous learning process.
For example, of career development is semi-skilled to skilled and semi-professional to
professional (Hedge and Rineer, 2017).
I have done my Bachelor’s in business administration. I have 2 years’ experience in management
field.
I am computer friendly. I have technical skills. My interpersonal skills are good. I can
communicate with customers easily. I have top desired quality of listening which every company
wants. I have a quality of time management. I can influence customers for company’s product
and services.
I have chosen a leadership and management opportunity for me is “administrative service
manager”.
Administrative service manager coordinate with other services of an organisation. Duties of
administrative manager are:
 Set objectives for goal achievements
 Supervise the administrative department
A good administrative service manager is work for employee happiness. Good manager give
respect to all employees and help them to solve their problem. He has an ability to solve all the
problems which occur in industry. I have all the abilities which are necessary for administrative
manager.
Abilities and qualities of administrative manager:
 Communication skills: Communication skills are to be good for communicates with customers.
 Listening skills: It is most important quality which is essential for good manager. Always listen
customer demand and complaints carefully than fulfill it.
 Time management skills

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 Administrative manager has ability to lead the team properly and guide them.
I always follow legal ethics for being ethical. It is important for maintain customer relations. If I
would select for administrative service manager, I always work for customer benefits and
industry. My first priority is customer and organisation is second one. It is necessary for
customer relations. Nowadays the relation of customer and marketer is not good due to bad
quality of product and unsatisfactory services. I will always work for customer needs and
comfort. It increases the number of customer and sales which is beneficial for industry.

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Conclusion:
In the given report, Miniso is a private industry which makes luggage, bags etc. In this report a
customer complains about bag which is purchased from this showroom. It is a default piece.
Legal issues which are faced by marketer are discussed in this report. On the basis of this report,
the conclusion is always sale product of good quality. Being ethical is necessary for good
customer relations. Change management theory is help to convince customers for buying
products.