Improving Customer Satisfaction - Example

Business Findings and Results Introduction Firms or governmental organizations use primary research such as questionnaires or surveys to gauge how their company or firm is being perceived out there. It involves collecting of data about the current market and its trends. As a business owner knowing how your customer feels about your services is very crucial. Certain practices are disliked by customers and could draw them away. The most significant step is assessing your customers reaction to your towards your service. Future growth is achieved when improvements are made after making improvements from the information gathered by the questionnaires. Money and time is spent the extreme issues noted to enhance the growth of a business. Other aspects that are taken into consideration by this research is the current market in terms of competition. It helps you study your competitors and their future plans and current strategies. Interviews which are also part of this kind of research help one to gain direct information from the consumers as well as their emotions towards your service. This gives the researcher factual facts from a consumer’s perspective. This gives room for improvement to the services provided. The primary research is a great tool as it brings out the latest trends in the market which relevant to an ongoing crisis. The information gathered by primary research is easily interpreted to suit the needs of an organization. Most of the issues that are targeted are highly addressed by this approach because the firm has total control on the research process. Analysis After conducting the primary research the information gathered was subject to analysis. This would help to bring out the extremes that need immediate response. The first questionnaire was internal dealing with the employees of the Western Region Municipality while the second focused on the customers’ satisfaction. The questionnaires had seven segments that were comprehensive and gathered important information regarding their roles and perception. Employee Satisfaction Questionnaire Analysis To start with, employee satisfaction was the first segment which had positive results. A total of numbers of 66 employees were able to fill in the questionnaires. The company has a lot of the male gender as employees and a higher number responded. A 66.7% of male participated in the questionnaire with the females turning out was 33.3%. The organization has also created a lot of job opportunities to the local inhabitants. There were 42 local employees noticed to participate while the expats that responded were 24 confirmed this. The age bracket of most employees was around 25-35 years that totaled up to 35 followed up by 35-44 years who were 17. The rest that included 18-24 years was 8 and more than 45 came out in very small number of 6. Their experience as employees to WRM mattered a lot (see fig. i). Most of the employees with experience less than five years took part in this primary research was 24 while those with around 6-10 years and more was 24 and 5 respectively. The academic level of the employees was high to 53 as compared to those of the high school level and below minimally 12 and 1 respectively. Most of the learned workers wanted to air out their opinion and perceptions. Figure i. The chart shows the age brackets and their participation The aspect of having a job in the Western Region Municipality was a segment we would want to hear from the employees themselves. The value and appreciation of most employees was very positive with a significant number having less dissatisfaction. A high of 46.7% was satisfied while 19.7 % were little satisfied ( see fig ii). Most of the employees had a clear vision of their work that went to a high of 51.6%. According to the relevance of their departments, most employees were satisfied to a level of 50 %. A small number was less satisfied because of their type of job. These employees thought they had done much to their organization to probably receive a promotion or increment in their salaries. Some did not value their job to this firm because their level of education mattered a lot to the kind of job they were assigned to. The relevance of the various departments to the employees was great. The job assigned to the respective departments matched very well with the workers. Figure ii Salary and promotion aspects are very important to any research done by an organization. This is where the workers speak out their plights in terms of their monthly salaries and their hardwork. A huge number was satisfied with the salary they were being paid in accordance to the work they were assigned to. A small number complained probably due to the nature of their jobs. However, most of them were dissatisfied with the bonuses that were being provided. This could be happen if favourism was highly being used. The employees who are friendly to the authorities are likely to have received this kind of incentives. This angered most of the employees who were highly dissatisfied with how these bonuses were being given. In addition, most of the employees were also dissatisfied with the organization being a reward based system and exhibiting incentives characterized efficiency. This was due to the criteria used by the authorities (see fig ii). Figure iii The overall team spirit of the company was divided among the employees. Some thought it was really strong others were not. The responsiveness of the organization to solve problems quickly was embraced by an average number of employees. A significant number did not think the firm was swift enough to resolve the issues they face. Employees being included in the firm’s initiatives and strategic plans received the same feeling. It seems like the workers were not united due to a number of factors that arose in some issues like bonus provision as discussed earlier. Although, the collective spirit in the departments was highly noticed among the workers. This tells us that the workers had issues with the top management rather than the departmental heads. This is because most of the time they interacted with these heads while the high authorities did not have much time with the employees. Most of the employees like to speak their grievance and even suggestions to the top management who are involved in execution of most decisions made in the Western Region Municipality (see fig iv). Figure iv The job environment is a key aspect that was part of this research. Its conduciveness to the workers was quite crucial. A huge number were not satisfied with their job security. This was because of the harsh conditions they faced during working. The workers were also divided again when it came to their working conditions and the resources in their work place. I think those who worked in the offices were comfortable thereby feeling satisfied. However, those who worked in the fields had issues because of the conditions. The level of communication between the various departments and cities was efficient though a number of employees were not pleased. Those in cities where projects were did not have much relevance felt they were being left out (see fig v Figure v . In terms of career growth and improvement, the employees were very honest about how the organization treated them. The provision of relevant training in order to prepare them effectively to their jobs was not given. They were not satisfied with the mode of training because the firm did not invest enough in this area. This really affected their job performance as the lacked some skills needed for their respective job. The criteria being used for promotion was not efficient and most of them were highly dissatisfied. This issue related to favourism to certain employees who had better connections with the authorities involved. This also highlighted the issue of bribery with the aim of building one career growth leaving behind hardworking employees stagnating in their regular positions. The dissatisfaction level raise even high when it came to the promotions obtained in the firm leading to most workers regret their career path (see fig vi). Figure vi Lastly, the elements of management and strategy job satisfaction finalized the research on the employees. Most of the employees felt a sense of security and job stability. This may have been as a s result of employers who get promotions and bonuses. They felt the organization had done justice to them. This was however divided by dissatisfied employees. There was poor communication with the top management who were characterized with ineffective procedures and policies. The effective participation of the workers was also negative as they did not receive proper training and also obtain appraisal (see fig vii). Figure vii Summing up, the employees to this Western Region municipality were divided due to issues like bonus allocation, appraisals and job promotions. It seemed that the criteria used in these aspects were not just and fair. Customer Satisfaction Questionnaire Analysis The second questionnaire dealt with the customers who had been served by WRM. The research was well done gaining a lot of information and issues that need to be tackled. A high number of locals i.e. the Emirati participated in this primary research also with a significant number of expatriates responding. This meant that WRM is well known by the locals. Shockingly, the number of female responded highly than the male who turned out in small numbers. The bracket 20-35 was vocal in airing their views about WRM followed by 36-50. Those that were less than 20 years were minimally involved. The age bracket matters a lot because the middle aged persons care much about development of their towns and cities as compared to the very old and young people. This because of the activities provide by WRM is relevant to them. The level of education also affected the responsiveness to the research. The university level participated very well because they are knowledgeable and some of them had their future prospects lie in this municipality (WRM). The high school level and below performed dismally because most of them are arrogant. The government sector responded in high numbers as the private sector and the jobless tied at noteworthy number. The WRM is a government organization therefore the government sector gave the necessary support that was need. The private sector also tried as most of them have their interest in WRM to provide tenders among others The easiness to the places where WRM provide its services was efficient. This happened because WRM strategized their workstation in area where there is easy access. This makes it more effective for customers to get the services provided by the Western Region Municipality. The communication and better treatment offered by the receptionist was very professional and most of the customers were contented. The satisfaction of the waiting rooms was better. The services there and the quality of the rooms made the customers feel at home. The clarity and flexibility of obtaining various procedures and services was efficient. This was as a result of straight forward policies that were directed to the various departments. However, a small number disputed this. The transactions made were characterized with some sort of discrimination. A high number of the customers thought that they were not treated with equality and justice. This can be compounded by bribery that is embraced by some employees dealing with such transactions. This means that customers who do not bribe this people have a hard time in getting their required services (see fig viii). Figure viii Nevertheless, a lot of customers were pleased with the quality services and the continuing improvement in delivery of serves. Western Region Municipality was able to simplify procedure and made their transactions even faster. The customers were fascinated with WRM use of electronic systems. This enabled them to facilitate and accelerate the delivery of their services. The way this municipality followed up or notifies their customers in case of any deficiencies was not clear. Some of the customers thought that were not efficient enough in their follow up which killed the morale of the customers seeking services at WRM. Western Region Municipality was able to have a channel that received complaints from the customers. This channel would study and find solutions in terms of service. This a great way of keeping a customer so close. The customers also stated that WRM diverse channels have been effective and effective. This helps in the follow up service processes. The accuracy of the WRM in procedures and processes of providing services was questionable. Some customers were not happy about their level of precision. A high number of the customers described WRM as not keen in providing services that meet the requirements of the customers. This is a sensitive issue that this municipality should work on improving. The customers had divided satisfaction to the staff in terms of their knowledge and familiarity with their roles. This was reflected in the quality of service provided. This might have been caused by improper training that WRM offers to the employees with respect to their jobs. The ability of the Western Region Municipality to look over and solve their customer problems was at an average level. This is detrimental to this organization which involves providing services to customers. Therefore, solving most of their queries is one way of making sure they stick to your services. Although, the customers rated the WRM’s website to be very clear and detailed. They also described it as very easy to use. This is a nice strategy in making sure that the customer’s needs are well taken care of. The clarity of the signs and directions leading to WRM main offices was an issue the customers raised. Most of them were able to understand but some of them thought they were not clear. Hence, to cater for all sorts of customers Western Region Municipality needs to enhance the signs for most people to understand (see fig ix). Figure ix Finally, the requirements of getting services at the Western Region Municipality were very transparent. The customers agreed that the documents needed were clear and minor cases were reported. The cost and time for acquiring services also noted a positive response. Moreover, the WRM has been able to keep all their customers information secured and confidential. The summary of the performance of the WRM by the customers is reflected in fig ii. Figure x. The summary of WRM performance by the customers Conclusion The Western Region Municipality has a positive response in job aspects. The employees value their roles they offer to the organization and the works assigned to them. However, there was an alarming issue in the career growth and improvement aspect. The employees were not pleased with the way bonuses and promotions were being allocated. Therefore, the criteria used to give out these incentives should be re-examined to suit all the employers. From the customer’s perspective, WRM had made a great step in incorporating electronic systems to facilitate their services. The issue about following up issues raised by customers was not competent. Customers were not happy that the channel they presented their problems, queries and suggestions did not follow up. Hence, the management should be very keen at ensuring all the customers’ needs are taken into consideration. Without the customer no profit is going to be realized (Johnson, 2000). References Johnson, M, D. (2000). Improving Customer Satisfaction, Loyalty, and Profit: An Integrated Measurement and Management System. Read More