Computers R Us - Book Report/Review Example

Computers R Us Executive Summary This data analysis report was prepared to help Computer R Us with establishing the success of the new initiatives introduced in their service and repair division. The data for the analysis was collected using questionnaires and the data processed in an excel sheet. It was found that the new initiatives had brought in new improvements in customer satisfaction. The loyalty rewards program was the best performing achieving results close to the company’s target of 6. Based on the results, recommendations are that the company should continue with the loyalty reward program. Furthermore, it should continue improving other areas such as communication and response time to its clients. The main limitation is that the questionnaire did not have open ended questions that could help the company know other areas to work on apart from the predetermined areas. Introduction Computer R Us is a company dealing with both the manufacture of computer and retail services for its clients. The company, however, noticed the demand for repair services by its clients and decided to create a computer repairing division called CompleteCare. CompleteCare was launched to provide quick response to technical enquiries made by the clients and also to repair for clients any computer that breaks down when it is still covered by the warranty. The repair services are very important since the company does not want to have clients migrate to competitors who offer repair services to their clients. It is, therefore, a very important service when it comes to gaining and retaining clients. Responding to technical enquiries also helps with customer satisfaction. As soon as the service and repair division, CompleteCare, was launched, the division-started experiences a number of challenged. The three main challenges that this division faced were: a) Shortage of trained operators in its telephone centre. This means that customers had to wait long to be attended too and others also gave up and ended the calls even before the operators could service them. b) Distribution problem. With computers coming in from all over the world for warranty repairs, the department was unable to distribute repaired computers quick enough. With the lack of a distribution system, the company was also forced to depend on shipping companies for its distributions, increase the chances of the repaired computers getting spoilt or sent to the wrong address. c) Parts availability problems. Since the system was initially designed for manufacturing only, the increase demands for parts caused by the repair work lead to the shortage of parts. The problem was especially serious for those parts that are acquired from other companies. Several complaints were received by the company over the inefficiency of the CompleteCare division. The company proposed several changes to the division in order to achieve customer satisfaction. The new initiatives were to train and continuously educate the CompleteCare staff on services and products to enable them assist customers effectively, to reduce response time for technical enquiries, to introduce a new loyalty rewards program and to also increase communication method between the customers and the staff of Computers R Us. These measures were to achieve a customer satisfaction ration of 6/10. A research was therefore carried out to determine the effectiveness of the new measures. Research Design It was decided that for the research, questionnaires were to be used for the data collection. The questionnaires were sent randomly to 500 customers of Computers R Us. Out of the 500 clients, only 420 of the clients replied the questionnaires. The data from the research was then entered into an excel page. There were six questions in the questionnaire. On the questionnaire, eight questions seek to know all manner of demographic interest. The eight questions seek to know the gender, age, if the customers have experienced problems with CompleteCare division, and their satisfaction levels with the company. The questions were pretty much close with each, except for age and gender, seeking to determine their satisfaction and problems through a score of between one and ten. Much like in any other social and marketing research, ethical issues had be to be taken into consideration during the collection and reporting of the data. Primarily, the names of the participants were not revealed, and neither were they given the opportunity to record their names nor provided the papers to fill their names. Ethical considerations are a fundamental key to any research, and a comprised process can really hamper the quality and validity of a research process. Analysis 1. Does the current level of customer satisfaction differ from management goals 6 out of 10? H0: Current satisfaction levels of the customers is 6 out of 10 H1: The current satisfaction level of customers is not 6 out of 10. z-Test: Two Sample for Means   Variable Mean 4.561904762 Known Variance 1 1 Observations 420 Hypothesized Mean Difference 0 z 2984.326524 P(Z Read More