Background
Discuss about the Customer Service Analysis In Cape Tisbe International.
Good customer service involves providing customers with their needs when it is necessary and in the best way. Treating the customers’ right is a perfect way to maintain existing customers as well as attract potential clients in future (Hughes, 2017). Offering good customer services is a good way to advertise the business. It can as well help in the growth of the business increasing both the market share and the frequency of customer visits. Establishing a business culture that involves excellent customer services is key in positioning the organization in a competitive advantage. Customers are the key aspects of the success of a business. Good customer service is achieved by incorporating all aspects of the company including all employees, leaders, and vendors to ensure that a good customer service plan is developed (Peelen and Beltman, 2013).
In this case, the employees in Cape Tisbe International, have failed to uphold proper customer service management which has resulted in complains in both in the product and service sectors. Customers tend to lose satisfaction in the company’s products if there are ineffective marketing strategies and poor-quality products. Customers are responsible for keeping the profit machine running for the organization. According to Toister and Dixon (2014), unsatisfied customers can result in an entire halt in the sales system of the organization. Establishing a healthy relationship with the customers, Cape Tisbe International stands a chance to help customers to be content with their products as well as share their experiences with other people who may be interested in the company’s products.
Poor customer service can damage the reputation of the company and turn off of existing clients (Reider 2012). There is a huge issue in the quality of the products manufactured by Cape Tisbe International as well time used to deliver the products. There is need to find out the reason behind OZStuff Australia complaints on the quality of the products and the late deliveries and identify the poor customer relations among employees in the company so as to address the issues directly. Finally, there is need to identify and design the best training methods to be used in the internal training of employees in the area of customer services.
First, the problem of low-quality products is due to the issue of poor management, where the management has failed to monitor the way employees work in the organization as well as not responding to their queries. Lack of management has led to various issues such as lack of good material, use of poor design, poor packaging and unmotivated employees. All these aspects have led to the production of poor quality products in the company.
Defining the issues (Methodology)
Secondly, there has been an issue with the delivering of products due to employees’ negligence. However, this is as a result of unmotivated employees who are not diligent in delivering services for the company. This behaviour has led to the loss of customer satisfaction due to poor services that can cost both time and money to the clients (Sain, 2016).
The best methodology to be used by Cape Tisbe International is administering questionnaires to their customers in order to know their expectations and any arising issues they may have.so as to put measures to maintain the expectations. This will help to create more customer satisfaction and retain them to the organization.
Also, this organization will develop a new customer complain policy, which will primarily aim to solve all the complaints from customers. This policy will ensure that complaints are handled faster and easily. Responding to each customer will increase more satisfaction and loyalty to the organization.
Retaining customers is an important aspect of standing out in competition. Cape Tisbe International needs to understand the needs and expectations of their customers to be able to satisfy them There is the need to understand the needs of the customers first. To build on their needs, the company has conducted a survey which seeks to understand their customers more. Various reasons surfaced on the issue of poor customer services to their clients. First, employees are not well trained. Lack of training is the most common cause of poor services in the organization. Employees lack the skills to interact with the customers’ hence the mistakes.
Secondly, the employees lack empathy. The presence of self-centered personalities in the business ruins the customer contact, which has been an issue in the sales team of Cape Tisbe International. Thirdly, there is the issue of burn out among employees where they have negative energy towards their roles which has largely affect the customer services.
The management of Cape Tisbe International has established a team that will directly focus on the complaints from their customers. This will involve, working with the employees well in all the outlets, to ensure that they are aware of how they should treat the customers and deal with the grievances aired. Customer satisfaction is key in ensuring that customers maintain their loyalty to the organization. Also, the company plans on providing a product portfolio that will ensure clear communication on the availability and quality of products as well as communicate any other information regarding products to the customers. There is also the need to create a direct contact line for purposes of communication to the clients. When an organization communicates to its clients and keeps in touch, problems are communicated more easily and conveniently without causing the current problems. This is an effective method for solving customer related issue.
Investigation and analysis (Managing Customer relations)
Guaranteeing high-quality products and on time delivery
Cape Tisbe International should set a product review team to find out the exact problems facing the quality of the products from the manufacturing level. The issue of low-quality raw materials and poor policy in the manufacturing industry should be dealt with to ensure that the quality of products is reviewed. This product review is best carried out at the production stage to ensure that the end product is fine (Harris 2013). There is a need for the development and use of advanced technology in the quality assessment practice to ensure that the company does not deal with the issue of low-quality products.
On the issue of on-time delivery, Cape Tisbe International should invest in good transportation system to ensure that products get to the customers as per the schedule. There also need to motivate the employees in the sales team, so that they can show interest and be productive in ensuring that there are no delays in delivering products (Fader 2012).
Employee empowerment
The management and employees should work together to ensure quality control, customer service and marketing sectors are well managed, and problems are realized early and fixed. The issue of unmotivated employees should be handled by providing incentives such as compensation packages and other support that will ensure customer feel like part of the team (Singh et al., 2017). Working on the employees’ motivation ensures that they become more committed to the organization which results in better customer service.
There is also the need to establish clear communication in the organization to be able to identify employees with burnouts and their cause. Holding frequent meetings with the customer service team is crucial to discuss the success of the company as well as stipulate on the ways to deal with frequent frustrations (Evenson, 2012). Provide incentives and recognition of excellence in dealing with problems.
Offer excellent training to the internal workforce
The company should dedicate time and money to reinforcement and training of employees. Every employee should be informed of the purpose and goals of the company as well as the products and services offered. Training should be carried out on the aspects of the importance of listening and responding to the customers’ requests and how to meet deadlines. According to Baporikar (2012), employees do the job well when they have the right objectives and the right tools. The end goal of training customer service staff is to ensure customer satisfaction.
Recommendations
Some of the customer service training to be employed in the case of Cape Tisbe International include; first, training employees on positivity. There is need to train employees to replace negative words with positive phrases when handling customers. Positive responses from an organization create positive perception from the customers (Sturdy 2012). Secondly, employ interactive and multiple training techniques. Employees get bored by the same training methods each time thus more interactive techniques should be used to ensure that real issues in the workplace are discussed. For instance, the use of interactive games and question-answer sessions should be ideal that enhance team building and participation. Finally, the other training method to employ is cross training. Cross training involves rotating different roles often to ensure that employees are constantly adapting and learning new things (Cook, 2017). This works to ensure that employees are more interested in their job which create self-improvement.
Conclusion
Customers are the most important part of the business. Focusing on a good customer relationship is key in maintaining loyal customers as well as attracting potential clients. The problem of poor customer services is crucial and should be handled both from the internal and external levels. Investing in good advertising and marketing efforts and also working on the internal workforce will ensure that the needs of customers are met, and there are few complaints.
References
Baporikar, N. (2012) Strategic Imperatives for Customer-Centric Approach. Oxford, Oxford Publication
Cook, T. A. (2017) Excellence in managing worldwide customer relationships. Retrieved 3rd may, 2018 from https://www.crcnetbase.com/isbn/978-1-4822-2619-5.
Evenson, R. (2012) Customer service management training 101: quick and easy techniques that get great results. New York, AMACOM. Retrieved 3rd may, 2018 from https://www.books24x7.com/marc.asp?bookid=43860.
Fader, P. (2012) Customer centricity: focus on the right customers for strategic advantage. Philadelphia, Wharton. Retrieved 3rd may, 2018 from https://www.books24x7.com/marc.asp?bookid=47593.
Harris, E. K. (2013) Customer Service A Practical Approach. Harlow, Pearson Education UK. Retrieved 3rd may, 2018 from https://public.eblib.com/choice/PublicFullRecord.aspx?p=5137962.
Hughes, A. C., & Hughes, T. P. (2017). Customer Service Games for Training. Pearson
Peelen, E., & Beltman, R. (2013) Customer relationship management. Retrieved 3rd may, 2018 from https://0-lib.myilibrary.com.emu.londonmet.ac.uk/browse/open.asp?ID=515960.
Reider, R. (2012) Expanding customer service as a profit center: striving for excellence and competitive advantage. [New York, N.Y.] (222 East 46th Street, New York, NY 10017), Business Expert Press. Retrieved 3rd may, 2018 from https://www.igpublish.com/bepebooks/Book.nsp?cid_BOOKCODE=DEMOBEPB0000128&cid_BOOKPAGE=1.
Sain, S. (2016) Customer Knowledge Management. [Place of publication not identified], Springer International Publishers.
Singh, S., Marinova, D., Singh, J., & Evans, K. R. (2017) Customer query handling in sales interactions. Journal of the Academy of Marketing Science, vol. 9, No 2, pp. 63-75
Sturdy, G. (2012) Customer Relationship Management using Business Intelligence. Newcastle upon Tyne, Cambridge Scholars Publishing. Retrieved 3rd may, 2018 https://public.eblib.com/choice/publicfullrecord.aspx?p=1080874.
Toister, J., & Dixon, W. (2014) Service failure: the real reason employees struggle with customer service and what you can do about it. Retrieved 3rd may, 2018 from https://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&db=nlabk&AN=690528
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