Customer Service Issues - Case Study Example

SERVICE ENCOUNTER JOURNAL Table of Contents Introduction Gap analysis 5 Bicycle Sales 5-6 Fedex 6-7 Spike Cab Services 7-8 Vicky’s Salon 8-9 McDonalds 10-11 Red Cross Society 11-12 Winks Gym 12-13 Shell Gas Station 13-14 References 14 Introduction There is always one common rule in business that concludes, “The customer is always right”. Most business people understand this fact and always try their best to give satisfactory services to their customers simply because they play a major role of bringing money to the business. Most of the businesses and industries have invested so much in ensuring that the customer service department is well trained and equipped with the latest technology in order for them to compete effectively and deliver their sales (W. Yang, 2006, pp. 1-2). The question is why do managers invest so much in customer service? The answer is simple. At the end of the trading period the profits made is what is what is important. Performance management and gap analysis One of the importances of Performance management is to help an organisation achieve set goals and objectives. Its achievement is through maximisation of individual employee, a team or the entire organisation, which is the function of human resource management. Operational performance refers to the alignment of all functional units within an organization with the basic aim of ensuring that the goal and the core aims of the business is achieved (Rouse, 2009) . The basic aims and objectives of a business can only be achieved if integration of monitoring, controlling and directive measures are well taken care of in a firm. Monitoring is an active part of a business as it ensures that supervision of activities is well done to achieve the objectives and the aims of an organization. Controlling on the other hand can be defined as a comparison of what is happening with what had been planned earlier. If there is any difference or deviation from what is currently happening with what had been planned, then a corrective measure can be taken so that future mistakes and risks are avoided (Gordon, 1995, pp. 34-48) . Controlling is not just a part of business but a continuous process that occurs to avoid deviations. Directing in business is the most humane part of a business since it involves controlling people’s behavior in a certain direction in order to achieve organizations aims (Pepitone, 2012). Directing involves influencing human behavior through communication, coaching, discipline, interpersonal skills and general assistance to achieve personal goals (Rouse, 2009). Directing is a vital tool for any business and requires the manager to be effective in order to achieve the firm’s goals (Wright, 2003, pp. 1-2). It is also important for managers to keep motivating their staff by ensuring that there is a balance in organizational benefits and personal benefits as well (Laundon, 2007). Measuring customer’s accommodation Measuring customers accommodation is a vital continuous process in any business and perfect orders is just one way of doing such check (Randal, 2003, pp. 45-48) s. My perfect example is while dealing with McDonald’s café. The restaurant won the tender to deliver food to our job place. They always do so on time and efficiently. When I placed an order that did not much their normal delivery, there was a big deviation from their daily performance. The food was 30 minutes late and I ended up cancelling the order. If I was the employer, I would ensure that supplies and deliveries are made fast. I would also ensure that my loyal customers are given first priority. As a customer I would resort to another fast food company in case I needed faster deliveries. Perfect orders check include those areas where there is direct interaction with the customer including support areas (Randal, 2003, pp. 45-48). A perfect order measures the effectiveness of the overall logistic performance. Perfect orders integrate with all the supply chain and business partners. This component of the organization greatly depends on organization’s supply and purchase chain and is dependent on how the organizational supply chain is efficient (Preston, 2006). Accuracy in product delivery is also very important in order to avoid disappointing the customers. We can summarize perfect ratio as the ratio of perfect orders to the total orders of that supply chain. Absolute performance reflects the impact the firm has on its customers (Ward, 2004, p. 1). Customer satisfaction can be described as a post consumption evaluation of concerning some specific products or services. Oliver developed the theory of expectancy and disconfirmation in 1980 and it proposes that satisfaction level is a result of what the customer expects and what the customer perceives (Faris, 2010, pp. 3-4). According to Oliver, satisfaction will occur when the product or service is better than the way it was expected. Studies have indicated that customer satisfaction has a direct and indirect link impact on business results (Robertson, 2002). Customer satisfaction is involved with meeting the customer’s expectations and not the real requirements (Rhodes, 2012). My best encounter is when I went to Tim’s place. Despite Tim being my best friend and neighbor, we respect each other’s work. I pay him promptly depending on how he performs his services on me. If I were the owner of the barbershop, I would take advantage of the good services provided and expand the facility immediately. As a customer, I recommend the good work done by Tim and continue doing business with him. Customer satisfaction is also variable since what satisfy one customer does no satisfy the other. There has been a tendency of treating all customers equal but this is wrong (Lambert, 2001, pp. 1-3). MKT6B2 - Services Marketing SERVICE ENCOUNTER JOURNAL Your Name __________________________________________________________________________ Name of Service Provider (organisation, department etc.) Bicycle sales Type of Service (profit/not-for-profit; description, e.g. bank, training department etc.) profit Date 27/2/2012 Time 4:30 PM How did the encounter take place? (e.g. in person, phone, e-mail) In person What specific circumstances led up to this encounter? (e.g. purpose, location, expectations) I had gone to buy small brother a bicycle on his birthday __________________________________________________________________________ Exactly what did you and/or the firm/employee say or do? (include physical surroundings if appropriate) While I entered the door I was greeted warmly and asked what I wanted. I requested to be shown around specifically where I could buy a small bicycle for my younger brother as his birthday present. The server gave me a poster showing different bicycles with their prices as he showed me around. He suggested a good one for my brother which consequently I bought. How would you rate your level of satisfaction with this encounter? (Circle a number corresponding to your feelings) Terrible Delighted 1 2 3 4 5 What exactly made you feel that way? he received me warmly and gently guided me around the store and suggested a good bicycle for my brother which I liked too. My young brother was also so happy. What could you and/or the firm/employee have done to increase the level of satisfaction? What improvements need to be made to this service system? He was pretty knowledgeable and seemed to know what he was talking about. He listened pretty well and gave me space when I asked him. Not pushing sale to hard, plus he was pretty nice. __________________________________________________________________________Which Service Marketing Tools or techniques could usefully be applied here? Service gap 3 How likely is it that you will go back to this service provider/ that the customer/client will go back to you as the service provider? Extremely unlikely Extremely likely 1 2 3 4 5 Any other comments I was satisfied with the services of the company. There seemed to be good relationship amongst all the employees MKT6B2 - Services Marketing SERVICE ENCOUNTER JOURNAL Your Name __________________________________________________________________________ Name of Service Provider (organisation, department etc.) Fedex Type of Service (profit/not-for-profit; description, e.g. bank, training department etc.) Profit Date 3/03/2012 Time 1:00 pm How did the encounter take place? (e.g. in person, phone, e-mail) In person What specific circumstances led up to this encounter? (e.g. purpose, location, expectations) I had gone to purchase a drug for my sister in a chemist but I missed the drug in the chemist Exactly what did you and/or the firm/employee say or do? (include physical surroundings if appropriate) My sister was suffering from a stomach-ache. We went to the hospital and given a prescription. I went to the chemist to purchase the drug. I was received warmly and gently. Inside the chemist I could hear very cool gospel music. The chemist was also bright and painted with white. It was vibrant and shining. Everything was cool and relaxed. I was given a place to sit and asked to provide the doctor’s prescription to the server. She quickly entered the name in the computer and searched the drug. The drug was in their prices list but upon searching, it was not available. I was simply told that the drug was available and so I left How would you rate your level of satisfaction with this encounter? (Circle a number corresponding to your feelings) Terrible Delighted 1 2 3 4 5 What exactly made you feel that way? I missed the drug despite my personal rating of the chemist as a well-stocked chemist What could you and/or the firm/employee have done to increase the level of satisfaction? What improvements need to be made to this service system? Should ensure that their chemist is well stocked with all the drugs in their price list Which Service Marketing Tools or techniques could usefully be applied here? Good customer care service How likely is it that you will go back to this service provider/ that the customer/client will go back to you as the service provider? Extremely unlikely Extremely likely 1 2 3 4 5 Any other comments I still trust the chemist despite its failure to keep up to stock. MKT6B2 - Services Marketing SERVICE ENCOUNTER JOURNAL Your Name __________________________________________________________________________ Name of Service Provider (organisation, department etc.) Spike cab services Type of Service (profit/not-for-profit; description, e.g. bank, training department etc.) Profit road transport Date 10/3/2012 Time 7:00am How did the encounter take place? (e.g. in person, phone, e-mail) In person What specific circumstances led up to this encounter? (e.g. purpose, location, expectations) I was almost getting late for a flight so I was rushing to the airport Exactly what did you and/or the firm/employee say or do? (include physical surroundings if appropriate) I was almost late for a business trip. I opted to take a cab to the airport. I informed the river that I was in a hurry so he could rush me as quick as possible. He did respond well. He drove me faster and safer to the airport and amazingly, I was on time for the flight How would you rate your level of satisfaction with this encounter? (Circle a number corresponding to your feelings) Terrible Delighted 1 2 3 4 5 What exactly made you feel that way? He quickly manoeuvred through the jam safely. He was so focussed and sharp while calculating on how to overtake the others. He had change ready on his hands but due to the happiness I kindly asked him to keep the change What could you and/or the firm/employee have done to increase the level of satisfaction? What improvements need to be made to this service system? As far as I am concerned, the service was just okay Which Service Marketing Tools or techniques could usefully be applied here? Service gap 3 How likely is it that you will go back to this service provider/ that the customer/client will go back to you as the service provider? Extremely unlikely Extremely likely 1 2 3 4 5 Any other comments The driver was so kind and focussed. He did not spend a lot of time interrogating me but he remained focussed on his work MKT6B2 - Services Marketing SERVICE ENCOUNTER JOURNAL Your Name __________________________________________________________________________ Name of Service Provider (organisation, department etc.) Vicky’s Salon Type of Service (profit/not-for-profit; description, e.g. bank, training department etc.) Profit hair salon Date 19/3/2012 Time 1:00pm How did the encounter take place? (e.g. in person, phone, e-mail) In person What specific circumstances led up to this encounter? (e.g. purpose, location, expectations) I went to make my hair Exactly what did you and/or the firm/employee say or do? (include physical surroundings if appropriate) Sheryl is a great friend of mine and she has been making my hair for over two years now. It was in the afternoon and the place was not busy. Cool music was playing under good volume. Upon seeing me Sheryl greeted me warmly and hugging me. Since I had booked an appointment with her earlier, she quickly set everything and started making my hair as we conversed about our families more so our children. The stories were entertaining and before I realized my hair was well done. I thanked Sheryl and left for my other businesses of the day. How would you rate your level of satisfaction with this encounter? (Circle a number corresponding to your feelings) Terrible Delighted 1 2 3 4 5 What exactly made you feel that way? The cool music and the good services providing including the massage What could you and/or the firm/employee have done to increase the level of satisfaction? What improvements need to be made to this service system? The level of satisfaction was at its maximum Which Service Marketing Tools or techniques could usefully be applied here? Good customer care service How likely is it that you will go back to this service provider/ that the customer/client will go back to you as the service provider? Extremely unlikely Extremely likely 1 2 3 4 5 Any other comments Another customer came after me and was welcomed warmly and given a daily newspaper to go through as he waited to be served MKT6B2 - Services Marketing SERVICE ENCOUNTER JOURNAL Your Name __________________________________________________________________________ Name of Service Provider (organisation, department etc.) McDonalds Type of Service (profit/not-for-profit; description, e.g. bank, training department etc.) Food Industry Date 4/4/2012 Time 12:00 pm How did the encounter take place? (e.g. in person, phone, e-mail) Through the phone What specific circumstances led up to this encounter? (e.g. purpose, location, expectations) I wanted them to deliver additional food for visitors at my work place Exactly what did you and/or the firm/employee say or do? (include physical surroundings if appropriate) The phone rang and immediately some music started playing from the background of the phone. It took five more minutes before my call was answered. I placed my request and I was told that the food would be delivered in the next 10 minutes as per my request. The café was not very far so I expected a quick delivery How would you rate your level of satisfaction with this encounter? (Circle a number corresponding to your feelings) Terrible Delighted 1 2 3 4 5 What exactly made you feel that way? The food took so long to arrive. It arrived half an hour later. The visitors had given up and left. I was so embarrassed. I had to cancel the order at the last minute after my visitors left. The phone calls also took longer than expected What could you and/or the firm/employee have done to increase the level of satisfaction? What improvements need to be made to this service system? Improve their customer care services. Be efficient and quick on their deliveries to avoid losing more customers. Which Service Marketing Tools or techniques could usefully be applied here? Service gap 2 How likely is it that you will go back to this service provider/ that the customer/client will go back to you as the service provider? Extremely unlikely Extremely likely 1 2 3 4 5 Any other comments The servants were clean and presentable despite their technical hitches. MKT6B2 - Services Marketing SERVICE ENCOUNTER JOURNAL Your Name __________________________________________________________________________ Name of Service Provider (organisation, department etc.) Red Cross Society Type of Service (profit/not-for-profit; description, e.g. bank, training department etc.) Non Profit Date 4/4/2012 Time 8:00 am How did the encounter take place? (e.g. in person, phone, e-mail) In person What specific circumstances led up to this encounter? (e.g. purpose, location, expectations) I went to donate blood as its always my culture to do so Exactly what did you and/or the firm/employee say or do? (include physical surroundings if appropriate) I always donate my blood to the Red Cross society after every four months. It was April and it was time. I was warmly received at the centre. The receptionist asked me my name and quickly booked me for an appointment with a doctor. A call was placed and I was escorted to doctor Lily’s office. With a smile she received me with a handshake. She asked how I was doing and I responded well. In front of her was a glass of water. The window behind her was open and a cool breeze of air could be seen blowing the curtains of her office. I presented my blood donation card and she quickly entered my name into the computer. I was presented with a form, which I filled promptly. I was then ushered to room labelled donors room. My expectation was that it would take long but it happened very fast. I donated blood and went back home to recover the lost energy through the blood How would you rate your level of satisfaction with this encounter? (Circle a number corresponding to your feelings) Terrible Delighted 1 2 3 4 5 What exactly made you feel that way? The quick services and tender care at the centre What could you and/or the firm/employee have done to increase the level of satisfaction? What improvements need to be made to this service system? Provide more counselling services. The counselling was not satisfactory Which Service Marketing Tools or techniques could usefully be applied here? Customer care services How likely is it that you will go back to this service provider/ that the customer/client will go back to you as the service provider? Extremely unlikely Extremely likely 1 2 3 4 5 Any other comments I saw children being taken and directed to a separate room where they found toys of all kind that kept them busy and away from areas, they were not expected to be. MKT6B2 - Services Marketing SERVICE ENCOUNTER JOURNAL Your Name __________________________________________________________________________ Name of Service Provider (organisation, department etc.) Wink’s Gym Type of Service (profit/not-for-profit; description, e.g. bank, training department etc.) Profit Date 4/4/2012 Time 8:00 am How did the encounter take place? (e.g. in person, phone, e-mail) In person What specific circumstances led up to this encounter? (e.g. purpose, location, expectations) I went for my regular exercises Exactly what did you and/or the firm/employee say or do? (include physical surroundings if appropriate) Wink’s gym is my favourite exercise area. I go to the gym both in the morning and in the evening. Morning sessions are for physical exercises while I prefer Yoga’s training in the evening for the fact that they are more relaxing after a whole day of work. I arrived with my two kids and they were quickly taken to the kids area where they also get training. I like my Instructor Shem because he is caring. He knows how to handle women. He is not too hard on you when you don’t reach the target but also insists that the target must be met. He is encouraging and inspiring. The monthly fitness magazines had arrived. He quickly displayed them on the table and recommended one for me, which I later bought. How would you rate your level of satisfaction with this encounter? (Circle a number corresponding to your feelings) Terrible Delighted 1 2 3 4 5 What exactly made you feel that way? The quick services and tender care at the centre What could you and/or the firm/employee have done to increase the level of satisfaction? What improvements need to be made to this service system? Open a café next to the gym to provide refreshments for gym attendants Which Service Marketing Tools or techniques could usefully be applied here? Service gap 3 How likely is it that you will go back to this service provider/ that the customer/client will go back to you as the service provider? Extremely unlikely Extremely likely 1 2 3 4 5 Any other comments I saw children being taken and directed to a separate room where they found toys of all kind that kept them busy and away from areas, they were not expected to be. MKT6B2 - Services Marketing SERVICE ENCOUNTER JOURNAL Your Name __________________________________________________________________________ Name of Service Provider (organisation, department etc.) Shell Gas Station Type of Service (profit/not-for-profit; description, e.g. bank, training department etc.) Profit Date 4/4/2012 Time 8:00 pm How did the encounter take place? (e.g. in person, phone, e-mail) In person What specific circumstances led up to this encounter? (e.g. purpose, location, expectations) I wanted to refill my tank since the gas tank was ready empty Exactly what did you and/or the firm/employee say or do? (include physical surroundings if appropriate) It was raining so heavily that evening. I was getting late for a friends party and my gas gauge indicated empty. I quickly drove to Shell gas station. I left my vehicle outside went in to the store and ordered a hot coffee. The sales man asked me if I needed anything else. I replied that I needed gas on my vehicle. I gave him my credit. He swapped the card quickly and made deductions on my card. He smiled and wished me a safe journey. I filled my tank and left the station happily. I turned on some music in my car and sipped my coffee as I drove all the way to my friends party. How would you rate your level of satisfaction with this encounter? (Circle a number corresponding to your feelings) Terrible Delighted 1 2 3 4 5 What exactly made you feel that way? The quick services and tender care at the centre What could you and/or the firm/employee have done to increase the level of satisfaction? What improvements need to be made to this service system? Open Smile with customers, pay more attention to customers, and avoid watching he television Which Service Marketing Tools or techniques could usefully be applied here? Service gap 3 How likely is it that you will go back to this service provider/ that the customer/client will go back to you as the service provider? Extremely unlikely Extremely likely 1 2 3 4 5 Any other comments The salesman was a bit distracted from by the television. He was probably watching wrestling Works Cited Faris, T. (2010). Managing the supply chain using cash to cash metric. 8th international conference on logistics and SCM research, 1-15. Gordon, S. (1995). Supply Chain and Bench marking. Information Logistics Vol 8, 38-44. Lambert, D. (2001). Supply Chain Metrics. Supply Chain Metrics, 1-3. Laundon, K. a. (2007). 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Journal of Commerce, 1. Wright, K. (2003). Internal bench marking. Supply chain management, 1-2. Read More