VTI KarMart’s mission, vision, and values
Question:
Discuss about the Developing and leveraging human capital resource.
In this interactive age, each of the organisations has to learn to treat the customers in a different way. Organisations have to make customer service plan in order to meet the organisation’s goal. As stated by Zhuang and Babin (2015), in a previous time, the organisations tried to gain the market share or managing the distribution sales in order to satisfy the customers; however, in recent time, the customers want that they must be treated individually. VTI KarMart is a leading organisation who sells medium to high segment cars and moving passengers’ mover vehicles.
The mission statement of the organisation VTI KarMart is to give an experience to every customer that must be beyond their expectation in a professional as well as friendly way. VTI KarMart wants to provide true consumer value and treat the customers with transportation needs. The organisation’s mission statement also includes the growth of the firm as well as the employees. Therefore, it is clear that VTI KarMart wants to create an atmosphere that can foster the growth of the employees and provides best customer value.
The vision of the organisation VTI KarMart is based on three interconnected guidelines that have three pillars. The first guideline is about employee satisfaction; the second one is about the profitable run of the business. The third guideline is earning the trust and loyalty of the customers through providing the quality products and service to the customers.
Values of VTI KarMart are quality of the works, products and focusing mainly on customers. VTI KarMart provides value to mutual benefit of the customers and dealership of employee. VTI KarMart cares the business and they try to anticipate the business needs.
As stated by Arsali et al. (2015), dealership sale of the cars is like the examination of the doctors, first they will make out the needs of the customers by asking critical questions. From a car selling company, getting idea from the customers; needs is very important. The customers need a car which can go many miles without any disruption. The customers also need a car which does not pinch their pocket. The customer representative asks the customers about how many miles do they want to drive the car monthly. According to the customers’ choice, the salesperson recommends the cars. If the customers want to buy the cars for their own uses, their buying decisions are distracted by the family persons’ choices. In case of the business uses, the customers want heavy and costly cars that can provide rough uses with benefits of free customer service for years. Sometimes, the customers provide all the money at a time, sometimes; they opt to take EMI option. Therefore, the customer representative needs to identify the desires of the customers by asking about the type of payment they want to make.
VTI KarMart should know what is the most important for the customers. VTI KarMart gets to know that the price range is the most important factor for the customers. From a car service organisation, they assess mainly the desires of the customers. VTI KarMart establishes the budget of the customers before they make out the right choice for the customers. The organisation needs to find out the intrinsic desires of buying the cars and whether the customers have any pain and aches. The customer representative must identify what the customers want whether the customers have any preferences about styling, colour, reliability, image, safety and comfort and fuel economy. Capacity of the cars is another factor that the sales executives need to identify.
Understanding and meeting customers’ needs
The customers may ask their query and the executives must be honest in front of the customers. The customer representative should focus on what makes VTI KarMart better than the competitors in the market. The executives can highlight why other customers purchase from VTI KarMart. VTI KarMart will ask the customers to provide feedback on social media and online platform. The customers can have the confidence to make purchase from the organisation. Most of the customers provide feedback because they desire to express their opinion (Aryee et al. 2016). Customers’ need can be highlighted through the importance of communicating with the customers. The sales executives must be grateful and open to the customers.
In Australia, Consumer rights are strong and Australian Competition and Consumer Commission tries to promote the fair trade and competition to give benefit to the customers. This commission ensures that the business and individuals must comply with the fair trading and consumer protection law. Australian Consumer Law provides an overview to explain the consumer laws in simple language. Competition and Consumer Act 2010 ensures that business trading must be fair so that the customers should not get cheated. CCA act deals with wholesalers, retailers, suppliers and competitors to promote the good business.
Fredrick Herzberg provided Two Factors theory that has two different elements, motivators and hygiene. Motivators of the customers are associated with customers’ social media support, quality products, convenient and service transactions. In addition, the hygiene factors of customers are related to the channel switching, long time holds and inconsistency between analysis of customer satisfaction. Quality service in VTI KarMart be provided through responding quickly to the customers’ query and emails. One of the biggest factors of good customer service is associated with speed (Bhattacharjya et al. 2016). When the clients are requesting something, it is time sensitive. In addition, the executives in VTI KarMart must know the customers as the customers love personalised touch. Therefore, VTI KarMart can start with customer profile making campaign. Moreover, VTI KarMart can fix the mistakes by taking responsibility to get into touch of reputation. The management of the organisation should be transparent and the organisation must serve the actual purpose of thinking long-term approach.
Figure 1.1: an Action plan for characteristics of a product, system and service process meet the customers’ requirement
The organisation needs to know the customer’s desires and wants. Customers specify something to VTI KarMart and they typically demand the performance level, features, specific hardware, lower prices and compliant solutions. The specifications of the customers are many and they want the cars to be delivered on time. VTI KarMart has been going through the delivery issue. Deliveries are not being made on time and misunderstandings and complex conflict have started developing related to deliveries as drivers. In order to deliver the best service on time, it is needed to know the products that the organisation is selling to the customers. In order to improve the delivery on time, the organisation needs to improve the supply chain system. VTI KarMart has its own supply chain systems where the logistics service is not updated. The supply chain system and the vehicles must be good and organised in order to deliver the service on time. The supply chain executives must be friendly so that they can provide the service on time. The suppliers must send the cars on time and they need to deliver the cars on time taking help of the conventional vehicles and drivers. The drivers of the vehicles should be trained how to timely deliver the products. The organisation can use the RFID (Radio Frequency Identification) technique in order to track the deliveries on time.
Responding to customers’ queries and providing quality service
VTI KarMart can investigate why the customers are dissatisfied with the customer service approach.
First step VTI KarMart can take is to assess the complaint that has been coming to them. The management can develop and understand the complaint from the perspective of the customers. The management needs to know the process to resolve the problem.
The second step is to investigate the matter through the reviewing the processes, policies, code of practices and product information from the customers. The customers complained about the delivery of cars that do not match with the time. The investigation team can share the details of the complaint with the team members who should know about the matter (Boshoff and Gray 2014). They need to gather files, incident notes, statements and telephone calls.
The third step is to identify the areas of disputes between organisation and customers. The management of VTI KarMart needs to target the areas that need further investigation and it considers the time implication. The investigation team can go the customers and interview them face-to-face so that they can highlight the dissatisfaction issue.
The fourth step is to find out the evidence that may have data and information regarding the gaps in policy. Delivery of cars has not been done mainly for the drivers and they check the customers’ history.
VTI KarMart needs to start with customer handling procedure as they have already lost three major clients. Therefore, they can follow the steps to develop customer service strategy to resolve the customer complaint. VTI KarMart starts with the creating a customer service vision. In order to do this, employees of the organisation must understand the goals of the organisation and make out their responsibility.
VTI KarMart needs to assess the customers’ needs only to discover what the customers want. Therefore, a team can be made to handle the customer handling procedure and the team needs to make a focus group, customer comment cards and satisfaction surveys. The customer service team must listen to the complaint without any interruption.
In order to solve the complaint of the customers, they need to make an investigation team by hiring the right employees. The team may lack the skill and strong customer service can improve the environment that is needed. According to Boukis et al. (2015), this team needs to set the goals for customer service in order to achieve the customer satisfaction. The customer service issue needs to acknowledge and it is like losing the dignity to being wrong by making the customers feel that the executives understand their frustration.
The employees can be given the training in order to improve the service skills and everyone can get the benefits from the practical skills and teaching. As stated by Call et al. (2015), rewards can be given to the good service as the employees need the positive reinforcement.
VTI KarMart has been facing the issue when the delivery drivers do not perform well to deliver the products on time. The customers are leaving the organisation. Drivers are not performing to the expected company level and the possible reason may be the lack of intrinsic motivation from the drivers’ end. VTI KarMart may not be able to produce the external motivation in the workplace so the employees can improve the motivation and ability. Lack of ability of the organisation may also be another reason. The organisation may lack the resources like time, supplies and personnel; drivers might take the chances. Drivers might have lacked the skills and they are too sloth to perform incorrect way. The drivers may also have new in their job duties and extra monitoring process can solve the problem. In addition, the employees in an organisation get much burn out so that they need time to re-energise those (Chen et al. 2015). Drivers may also have the same issue of burn-out and they are doing a poor performance in a passive-aggressive way.
- VTI KarMart should take the action of simplifying the internal process of assigning the work to the drivers. The drivers cannot get the work done on stipulated time.
- VTI KarMart should speed up the communication process to the warehouse where the cars are kept. The drivers may not be able to slow down the delivery process if the warehouse personnel try to solve the matter.
- The management can use the RFID technology and EDI (Electronic Data Interchange) in order to solve the transportation issue. RFID technology can track the object and the drivers cannot waste the time and the drivers need to be efficient as the management always track the moving of the vehicles.
- If the process of deliveries gets late in any circumstances, the customers need to be informed early.
- The drivers must be summoned before the management. The management must ask the drivers why they face the issue of late deliveries. Their issues must listen and the management can give clear and behavioural feedback about their issues. If the cars are cleared from the warehouse in late, the whole process will get late in an obvious way.
- Simplifying the internal process can increase the speed of working and it makes the complicated task easier. In addition, simplifying the process of clearing the cars from the warehouse will make the work process easier, simple and efficient.
- VTI KarMart should speed up the communication process with warehouse and warehouse personnel must increase the delivery of actual orders and customers’ orders. This communication process is very important from the perspective of the drivers and they will not miss the chance to deliver the cars on time.
- The management can use the RFID technology and EDI (Electronic Data Interchange). RFID technologies and EDI technologies will take money to implement. Once the technologies get implemented, the management can track the trucks and vehicles always (Dhar 2015). If it goes late, the management can call up the drivers to drive faster or change the route to deliver the products.
- The customer service team can track the trucks through RFID technology and they can inform the customers if the delivery gets late. It is very much important to send intimation to the customers if the process gets late. If the delivery goes faster than the usual, they can also send intimation to the customers to clear the vehicles.
- The drivers need to have a chance to provide the reason why they are being late. If the reason is justified, they can solve the issue at once. Delivering the performance and delivery the products on time are the most important thing that they need to do on time (Kiran and Diljit 2017).
Complying with consumer protection laws
There are different KPIs that can help to measure the success of the customer service.
The customer representatives must have the ability to handle complaints of the customers. The cars may get damaged within a short period and the customers continuously bring the issue to the complaint team. These complaints issue must be solved within a specific time. This policy is also a mark to record the customer satisfaction issue to stay constant support towards the customers.
Speed is necessary for the team to handle the complaint. VTI KarMart needs to make a team who can decrease the complaint handling time. When complaint handling time gets decreased, the satisfaction of the customers improves rationally. In addition, the customer executives should identify all customer issues. As stated by Izogo and Ogba (2015), the customer’s issues need to solve on time and the executives can list down all the issues that are needed. VTI KarMart needs to achieve the customer satisfaction factors so that they can solve the issue on time.
The customer representative team must assist their colleagues in improving the customer service within the organisation (Ford et al. 2015). The customer representatives must bring a fair amount of customers on a regular basis and it shows customer retention policy as it is a good indication towards the team. The management must train the executives so that they can retain more customers to visit VTI KarMart and the executives work hard so that the customers stick around to the organisation.
VTI KarMart wants to do the customer service plan so effectively and the only reason behind this is the increase of sales. Customer representatives must communicate effectively in order to increase the sales of the organisation.
The organisation can collect the feedback so that they can understand the needs of the customers. The survey can be done to the chosen customers. Sample size will be 50. The customer representative team can prepare 6 close-ended multiple choice type questions.
- Would you like to purchase a car from VTI KarMart in next three months?
- Yes
- No
- Not decided
- How likely are you buying to a vehicle from automobile stores?
- Extremely likely
- Very likely
- Moderate
- Slightly
- Not at all likely
- How far do you agree that test drive is important before purchasing the car?
- Strongly agree
- Agree
- Neutral
- Disagree
- Strongly disagree
- When purchasing an automobile, which factor do you consider the most?
- Driving performance
- Dealer reputation
- Availability of preferred
- Financing options
- How far do you satisfy with the customer service representatives at VTI KarMart?
- Highly satisfied
- Satisfied
- Neutral
- Dissatisfied
- Strongly dissatisfied
- Did you ever recommend VTI KarMart to you near and dear ones?
- Yes
- No
Feedback helps the organisation can be measured by collecting the customer feedback on time. Customer feedback should be measured in the correct way so that it can bring down expenses and income higher.
Then, the feedback answers need to judge through the particular part of the organisation in order to function admirably and communicate to the workers. VTI KarMart management can acknowledge the frontline change in order to endeavour to grab the development.
Customer feedback can be used to develop the strategies to provide the right to the acclaim employees. Customer feedback must be dealt with strategies and then the management must pour the smart thought (Gera et al. 2017).
Retaining the complaints of the customers can help the employees to get to know about the customers’ issues. The customer representative team get time to improve the issues of the organisation. Feedback from the customers helps the organisation to improve the service or products. VTI KarMart can improve the service of delivery through the feedback of the customers. Complaints help to highlight the lagging part of the organisation. The management gets to notice this section and they try to solve this part and customer issue gets fulfilled.
Customer complaint has another importance when the complaints offer the best way to measure the customer satisfaction. The complaints can be sent through texts, calls, websites and social media. The highlighted issues need to solve the management before it gets viral.
Customer complaints provide actionable insight to create a better customer experience for the customers. Retaining existing customers can get harder if the customer support executives do not speak honestly and in a loyal way (Goetsch and Davis 2014). Therefore, honest customer feedback and complaint can help to improve customer retention if it solves in time.
Moreover, the customer representative team can get tangible data through the customer complaints that can be utilised to make better business decisions.
The feedback from the customers, complaints and data survey can be kept in software for future uses. Appropriate technologies need to use in order to store the data of the customers. The software engineers are developing family tree software in order to measure the customer feedback. This software technology is important as it can segregate the data of the customers by their preferences and needs (Hussain et al. 2015). Motivation factors of the customers for buying the cars from VTI KarMart and the factors that do expel the customers from the organisation. The needs of the customers can be highlighted through the technology. The organisation VTI KarMart can use the technology in order to understand the consequence of big picture in the future.
- The technologies help the organisation to get to know about the business reason to build the customer satisfaction.
- The organisation can answer the feedback automatically on social media
- This technology can share results with usability.
- Human resource manager
- Customer support representative
- Quality analysts
- Equipment
- Computer
- Projector
- Building
- Vehicles
Customer representatives must not initiate for making any conflict with the customers. If something happens like this, the team leaders need to take charge to mitigate the issue. The situation must be solved before it is escalating further. Senior Customer Relationship Manager needs to find out what has happened and he/she can ask the customers to say what the problem is. The senior team members can talk to the team members to pacify and they can ask the employees to deal in a different way in next time.
Reference List
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