The Board at your retail business is pleased with the control you have taken to address some of the customer service problems that had arisen. New team members are performing better at job and feeling more confident in the role.

At this stage, the Board would like you to take some steps to improve organisation-wide delivery of customer service. They would like some specific targets developed to measure the performance of the customer service team. They would also like to monitor customer satisfaction levels and then recommend any changes required to improve the delivery of customer service at company.

Before you can respond to the Board, you will need to do some further research.

See Appendix 1 for additional information gathered by the company related to customer service.

Appendix 1

Your company missed its financial targets this year. This problem triggered an investigation into customer service. Previously, customer service was not monitored as most of the team had years of experience at the company. Now, however, 90% of the team is new.

The following information has been recently gathered by the company on customer service team performance through call-monitoring and management observations:

A few team members are high performers in all areas, but most team members achieve between 60% and 50% of targets ,i.e., most team members are consistently poor performers,

Sales at 65% of targets,

90% of team members take 30% too long on average to resolve enquiries or complaints,

90% of team members take 40% too long to answer phones(customer on hold an average of 12 minutes each),

Total number of customers has remained stable.

Team members do not correctly store customer information,

Team members have no reliable system for retrieving customers' information. The majority of customer information exists on paper invoices which are not readily available when talking to customers on the phone.

The following customer feedback has been gathered by your company through questionnaires:

'Finally! It's been a year since anyone has asked my opinion',

'Customer service seems to be getting worse ,not better, half the time I call up, I have to provide my details again because customer records have been lost',

'Customer service employees are sometimes rude and defensive',

'Enquiries and complaints take too long to be resolved and involve multiple calls',

Customer service employees are often unable to help with problems',

'Customer service employees appear to have no procedures and inspire little confidence in ability to handle anything but the most routine of enquiries',

'With the exception of one or two staff members, service is uniformly poor'.

The following data has been gathered by the company questionnaires:

30% of customers are considering another supplier,

20% of customers have found another supplier, but could be persuaded to switch back,

50% of customers feel that they are not being listened to,

90% of customers never hear any suggestions to indicate that the company understands and considers their changing service or product needs.

Develop a set of KPIs for John Reading's customer service representatives to ensure that a quality service can be provided. The KPIs should address the areas of customer service and align to the business requirements.

KPI's needs to include details for each of the following:

Call/enquiry/complaint handling time

2. Following organisational procedures

3. Identifying customer issues and opportunities to increase customer satisfaction or meet customer needs

4.Assisting team members to improve customer service

5. Assisting other internal customers of customer service team

6. Customer retention

7. Sales

8.Ability to handle complaints

9.Ability to record and store customer information

10.Customer satisfaction.

pur-new-sol

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