MANAGE QUALITY CUSTOMER SERVICE
Creation of a statement of vision and mission
Australia is the major manufacturer of innovative widgets and in this industry Innovative Widget is an organization which is running for last 60 years. Innovative Widgets is the prime manufacturer of the widgets and currently, the sons and the daughter of the founder of the organization own the organization. In the initial stages the organization namely Innovative Widget was hardly aware of the requirement of internal and the external customer and moreover, they hardly used to follow any policies and procedures to provide service to the customers. However, after solving the initial issues they have started to maintain their vision and mission in the entire organization.
Vision statement: The vision of the Innovative Widget is to take care of the fact that every business in Australia should be able to run smoothly by using their quality and safe widgets.
Mission Statement: There are certain numbers of missions that have been followed by the organization namely Innovative Widget. They are mentioned below:
Developing innovative ideas to identify new ways of testing and manufacturing widgets
Maintaining effective delivery process to the customer both internal and external basis
Manufacturing new quality products through which Australia can be able to buy the widgets made by their own nation
Safety record should be kept best of all widget organization.
These are the vision and mission of the Innovative Widget that they are maintaining throughout their entire business process.
Internal customer of innovative widgets
Internal customers are those who belong to the same organization that means employee is an internal customer who helps to the organization by giving necessary service to the organization. In this case, the employees are the service providers and at the same time, the managers or the hierarchy of the organization are customers.
In Innovative Widget, it has been noticed that there has very important role that plays by the internal customers to provide best widget service to the nation. Internal customers of Innovative Widget can be mentioned as a packer of the products. As opined by Dunn (2015), the packer can play a role of service provider and the role of customer in different point of times. When a packer will be involved in dispatching the products, to an organization that time the packer will be acted as a provider. However, when the organization will deliver those widgets to their customers, that time the packer will be acted as a customer. There are different types of internal customers in the organization namely Innovative Widget such as store man, the secretary of the manager, the driver of the car and many more. As per the statement of Bonczek, Holsapple and Whinston (2014), it can be mentioned that the internal customers are responsible for the development of the organization. Thus, every employee should play an active role in the organization and should act like internal customers.
Requirement of internal customer
Internal customers should have the proper training through which they can be able to maintain existing policies and procedures of the organization. As mentioned by Goetsch and Davis (2014), along with the internal customers should have certain numbers of proper skills through which they can be able to maintain the standards of the organization. There is always a factor involves regarding the satisfaction level of the employees of the organization
Exact communication process should be properly be maintained by the internal customers. By maintaining an effective communication process, the internal customers or the employees of the organization namely, Innovative Widget can be able to contribute to the development of the organization. The employees of the organization will always be wanted proper incentives and salary structure for their work and thus, an organization needs to meet the needs of the internal customers for the development of their organization.
External customer of innovative widgets
External customers are those ones who buy product. In Australia, widgets are manufactured in high amount of numbers, thus, the externals customers have to think about the budget and where and how they can be able to spend their budget. Thus, the external customers have to compete with the other relevant organizations to buy the quality product from the manufacturing organization. There is certain number of policies and procedures for the external customers in the organization namely Innovative Widget.
According to a survey in the year of 2011, it has been shown that external customers are very much aware of the legislation and they know the procedure of taking an action if any breach occurs in the selling process (australia.gov.au, 2017).
There exist different types of bodies who generally take about the safety and security of the external customers. Australian competition and consumer commission is one of the prime organizations who regulated and take care of the safety of the customers.
Requirements of external customers
External customers are well known about the market trends and the budget of price level of all widgets. Therefore, the requirements from the external customer arises is that an organization should provide all the necessary details about the widgets so that customers can be able to judge whether the price is reasonable or not. At the same time, they need to cooperate with the employees of the organization for effective selling process. As opined by Setia, Venkatesh and Joglekar (2013), it is not that a widget can be bought with any proper communication. In this case, there should be a proper communication between the service provider and the external customers. It can happen that a widget is very costly, in that case, the service provider has to justify properly to the external customer about the widget and the reason behind its cost. In addition to these, an organization have to ensure that all the products are being sold by maintaining proper rules and regulations and at the same time the policies should be mentioned and disclose to the external customers properly. Therefore, when all the requirements of the external customers will meet, the effectiveness of the business of an organization can be achieved.
Specification of product quality
Product quality is something which attracts a customer to the organization. Thus, an organization like Innovative Widget should always focus on the quality of the products. As stated by Hazen et al., (2014), it can happen that to maintain effective quality of the product an organization can be beard an extra amount of cost in that particular widget, however, in that case, a proper justification should be provided by the service provider to the external customer about the product and the reason behind the high cost. Moreover, every specification will have to be mentioned in the body of the widget, so that the customer will not be required to know the specification from the service provider.
List of customer’s service guarantees
As the customers are very aware of the policies, legislations and market trends, thus, in order to do effective business, the organization should have to provide all the requirements of customers. As per the statement of Hammer (2015), customer’s service guarantees should have to provide by the organization. As a customer service guarantees an organization can ensure that they will bear all the responsibilities of the product for around two years or three years and will be liable to replace for any widget related issues. By doing this type of thing an organization can be able to attract the customers and at the same time, their business will be improved.
List of policies and procedures
In the selling process of a widget to a customer, there are certain numbers of procedures and policies that should be maintained by every business organization such as Innovative Widget. The name of the policies and the procedures are mentioned below:
Customer support policy and procedure – collecting market research:
Purpose: Every organization should have to support their customer and have to meet the needs and the requirements of their customers. As opined by Demirkan and Delen (2013), the purpose of the customer support policy and procedures is to maintain a proper procedure in the selling process between the organization and the customers and at the same time it has been mandatory under this policy is to keep support to the customers.
Scope: In the organization namely Innovative Widget, these policies are applicable to the base level employees, who generally interact with the customers. The base level employees have to continuously interact with the customers. Therefore, there is a responsibility for them to support the customers and maintain proper legal procedures throughout the entire selling process.
Resources: As mentioned by Bowen and Schneider (2014), always there exist proper procedures through which an organization can be able to implement customer support policy and procedures. In order to maintain this policy, it is mandatory to go through proper procedures through which an organization can be able to monitor the loopholes in the process of the implementation of those policies.
Legislations: Legislations are always made by government of any nation to maintain the effectiveness of the policies. In order to implement this policy properly, there are certain legislations available such as privacy act 1998 (australia.gov.au, 2017). It is mandatory to keep the privacy of the customers secure and that is why as per this act it states that a proper guarantee and promise should be done to a customer that their private record will not be disclosed by the organization at any point of time.
In the year of 1988, the Australian government approved the policy.
Customer support processes:
Step 1: Introduce a customer with proper greetings
Step 2: Communicate with the customers to know the requirements of them
Step 3: Disclose all the safety policies and about the guarantee of the widget
Step 4: Time of delivery and cost of the product should be properly discussed at the time of communication.
Customer complaints policy and procedures:
Purpose: Every organization should have to ask their customer about the complaints they have in mind regarding the service of the organization. As per the statement of Tan, Benbasat and Cenfetelli (2013), the purpose of the customer complaints policy and procedures is to maintain a proper evaluation of the service that they are providing to the customers.
Scope: In the organization namely Innovative Widget, these policies are applicable to the customers who generally used to buy products from the organization. Thus, the customers can be able to give feedback as per the service they have got from the organization. This process ultimately enhances the chances for an organization by reaching to the pinnacle after evaluating that feedback from the customers.
Resources: In order to implement these kinds of policies there should have a proper procedures through which an organization can be able to implement customer complaint policy and procedures. Abdelmaboud et al. (2015) stated that an organization can arrange a set of questionnaire to take the feedback from the customer. In those set of questionnaire, different types of question will be asked and there will be a column for overall feedback and to mention the complaints. As opined by Carter et al. (2013), by maintaining this procedure an organization can be able to maintain this policy.
Legislations: Legislations are created by every nation for properly maintaining the effectiveness of the policies. In order to implement these policies properly, there are certain legislations available such as Competition and Consumer Act 2010 (australia.gov.au, 2017). As per this act, there should have proper procedures through which an organization will be able to take the feedback from their customers and after evaluating those complaints they can be able to rectify those errors in their
Purpose: Every organization should have to record the data about their customer for future requirements. As mentioned by Setia, Venkatesh and Joglekar (2013), the purpose of the recordkeeping policy and procedure is to keep the record of the customers properly for any needs in the future.
Scope: In the Innovative Widget, there are certain numbers of procedures to keep the records of the records of their customers for any future requirements.
Resources: There should have proper procedures to implement this policy in an organization. Thus, the Innovative widgets have well-maintained procedures through which they are used to keep these policies within their organization.
Legislations: There exists the Equal Opportunity Act 2010 in which it is clearly stated that the record of every customer will be properly recorded by the organization for any future requirements (australia.gov.au, 2017).
Learning experience from assessment 1 about Innovative Widgets
It has been observed from the assessment 1 that though the organization namely Innovative Widgets have faced an issue regarding the needs of the internal and external customers of them in the initial stages. However, they have rectified those issues and have been able to maintain certain numbers of policies and procedures in their entire organization. It has been observed that currently the organization is maintaining their vision and at the same time they have their mission to develop their products. It is very much important to understand the needs and requirement of the customers by communicating properly with them (Jiang, Chuang and Chiao, 2015). The organization has now understood the needs of the internal and external customers of them and they are trying to meet those requirements. At the same time, it has been learnt that they have certain number of policies that they intends to follow. In order to maintain the policies they used to follow certain numbers of procedures and along with that, they used to follow the legislations for the policies. It can be mentioned that the organization namely Innovative Widgets are ensuring the guarantee to the customers and at the same time, they are trying to maintain the quality of the product. It has been learnt that the Innovative Widgets are trying to follow a list of procedures through which they can be able to maintain their vision and mission. As the organization is very experience in this field, they have adopted those procedures with maintaining proper legal acts and legislations. Overall, it has been learnt that the organization namely Innovative Widgets have adopted all the procedures through which they can be able to provide best service to their customers.
Reviewing the customer service call data from appendix 2 and analysation of the possible causes of customer service shortfalls
In appendix 2 it has been observed that call frequency was varying in every month starting from January to November. In the month of January number of calls that have been got was 1200 whereas in the month of February was reduced to 1150. Thus, there was a variation in the number of calls of -2%. In the month of March, the number of calls was 1320, which means there were a variation of +3.5%. Throughout the year, it has been observed from appendix 2 that there were months where the number of calls was increased and some month where number of calls was decreased. It signifies that due to certain number of problem customers were much reluctant to call or may be the person who was responsible to handle the phone calls from customers was not serious about the telephonic conversation. It has been observed that in the month of October and November number of calls was increased in huge amount. From the data, it can be mentioned that due to heavy pressure of phone calls may be Mary, who was responsible to handle phone calls of the customers was unable to take the pressure.
From the data of customer service staff, it can be mentioned that due to certain number of issues customers have not got quality service from the organization namely Innovative Widgets. It can also be mentioned that in the month of October when there was extreme pressure in phone calls, that time one of the customer service officers namely Nitin quitted. Thus, as a new customer service officer, Mary was not able to handle the phone calls of the customers properly. Moreover, it has been observed that in the month of October and November the supervisor namely John was on annual leave. In this context, it can be cited that due to these kinds of issues there was a shortfall in the customer service process.
Reporting to the board of Innovative Widgets
It has been observed that the performance of the customer service team is not so appropriate, that is why there have been a number of complaints from the customers. First, the supervisor of the team was not serious about the job role of him. At the same time, Mary who was joined in the organization as a customer service officer in October was very reluctant to take the large number of phone calls. Moreover, it has been observed that sometimes she was very rude to the customers. As a whole, the customer service team is not performing well enough since last few months.
In this context as per the statement of Kwon, Lee and Shin (2014), it can be mentioned that the role of a customer service manager is to handle the team properly. However, it can be mentioned that along with the customer service team, a customer service manager is also responsible for the shortfalls in customer service.
It has been identified that it is mandatory that there is a need to provide proper training to the customer service officer about the process of handling phone calls from customers (Lam and Mayer, 2014). In addition to the training, there should have been a process of monitoring the job role properly (Bilgihan et al. 2015). Thus, the customer service supervisor will have to be well aware of the process. As Mary was unable to understand the requirement of a customer and started to argued with the customer, it signifies that she had very little idea about understanding the needs of a customer.
Following the policies and procedures for customer service solve the misunderstanding
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