The Major Components Of Customer Focused Environmen

Published Date: 02 Nov 2017

a) Accessibility and availability for customer

Provide 24-hours of payment service with online banking

Services provided to a customer is convenience

Kiosk payment machine in the centre is provided

Convenience for customer to pay bills with a drive-thru counter available

Separated counter for different service provided

b) Customer experience on the service provided

Provide a service which impress the customer

Good service provided by the company which include the staff performance and skills is counted in as well

Locations of customer must not be a problem for the service team

c) Staffing levels and qualities

Number of staff providing service in and out

Customer service provided to consumer is good and satisfy to customer

Staff personal qualities reflects on what the customer expecting

Staff appearance, personal attitudes, skill also impressed customers

d) Consistency and accuracy

Bill issued to the customer on time

Accurate information was given to the customer

e) Reliable service provided to the customer

Inquiries about payment and billing is provided

Reputation of the company is well build

f) Value or the price for the service

Affordable and reasonable price for the service

The service itself is worth for the price paid by customer

Example of an existing service-oriented organization in Malaysia and how these components are applied and practiced

tm-300x138.jpg

Website

www.tm.com.my

Industry

Telecommunication

Address

Level 51, North Wing Menara TM,

Jalan Pantai Baru,

50672 Kuala Lumpur,

Malaysia

Customer Service

1 300 888 123

Information

Telekom Malaysia Berhad (TM) is Malaysia's No.1 provider of information communication technologies, the main strengh lies in their products and services but also in various aspects of the industry including research and development .

Vision and Mission

Our mission is leading integrated telecommunication company in Malaysia and aim to deliver the best communications, information and entertainment services.

Our vision is to be Malaysia’s top leading new generation communications provider and ensure customer needs through innovation and execution excellence.

Mission:

Strive towards customer service excellence and operational efficiency

Enrich consumer lifestyle and experience by providing innovative new generation services

Improve the performance of our business customers by providing high value information and communications solutions

Deliver value for stakeholders by generating shareholder value and supporting Malaysia’s growth and development

About TM

Telekom Malaysia Berhad (TM), Malaysia’s top broadband and leading integrated information and communications group, offers a comprehensive range of communication services and solutions in broadband, data and fixed-line. As a market leader, TM is driven by stakeholder value creation in a highly competitive environment. The Group places emphasis on delivering an enhanced customer experience via continuous customer service quality improvements and innovations, whilst focusing on increased operational efficiency and productivity.

TM is well positioned to propel Malaysia as a regional Internet hub and digital gateway for South-East Asia. TM remains firmly in its transformation into a new generation communications provider to deliver an enhanced digital lifestyle to all Malaysians, and opening up possibilities through connection, communication and collaboration.

TM continues its pledge to ensure the integrity of our processes, people and reputation as well as the sustainability of our operations. Our Corporate Responsibility (CR) ethos mainly responsible behaviour in the four main domains of the marketplace, workplace, the community and the environment

TM is also a multiple corporate awards winner, having been recognised consistently for our high standards in Corporate Governance as well as the Anugerah CSR Perdana Menteri for Best Workplace Practices and also honoured with 5 National Annual Corporate Report Awards (NACRA) 2010 plus Best Broadband Service Provider of the Year during year 2011.

a) Accessibility and availability for customer

24-hours kiosk payment machine was provided at the centre so that customers can pay their bill using machine.

Online banking is also provided by the company to make it convenience for the customers to pay the bill without stepping out from their doorsteps.

Mode of payment are variable provide to the customers.

Customers can choose to pay through ATM machines, mobile, mail, phone, terminal, and over the counter.

Rather than attending the counter in the branch, customers can choose to pay their bills over the counter such as TNB, post office, and banks.

Customers can choose to pay through several modes such as bank draft, postal order, money order, cash, cheques and even credit card.

If the customers were in a hurry, they don’t have to park their car and go down to make their payment, instead they can easily pay their bills through the drive-thru counter.

The charges from internet service and phone service were all integrated into a single bill.

b) Customer experience on the service provided

Provide several services to the customers such as internet service, phone line and etc.

Two types of services provided by the company such as TMpoint’s service and professional services.

Customers not only can get their phone line service in the company, they can also enhance the others facilities such as call waiting, call transfer, speed dialling, fixed sms facility and others.

Besides, internet services such as wireless service, Integrated Services Digital Network (ISDN), Fixed Wireless Telephony using Code Division Multiple Access (CDMA) also available.

TMnet Streamyx is one of the most commonly used by customers with good feedback as well.

Service team were always in the action to provide their services to the customers throughout the places no matter where the customers locations are.

Services for OKU citizen was also provided by the company.

Responsible service provider is also provided to the customers as the company takes it as part of their responsibility to educate the customers as well.

c) Staffing levels and qualities

Staffs who work under the company were well informed and knowledgeable to answered questions from the customers.

They were all well groomed with a smile to keep the customers delight with the services.

Immediate action was taken up by the customer service team and followed up was done to make sure customers are satisfy with the service they had provided.

Personality and attitudes of the staff were well behaved and well controlled to make sure customers are always right attitude.

d) Consistency and accuracy

The bills issued by the company to the customers were on time to keep the customers aware and informed about their latest bill statement.

Customers can also view the statement online if they choose not to receive their statement through mail, which is also convenience to them and save the earth as well.

e) Reliable service provided to the customers

Information provided by the company were reliable such as the information about the promotion, packages, billing and others.

Customers can also receive their rewards and offerings as a way of thanking them for subscribing their services such as monthly discounts and privileges from partners, contest to wins fabulous prizes and invitation to exclusive events.

The company reputation was well build and well known by the consumers throughout Malaysia as they are the number one provider of information communication technologies.

f) Value or the price for the service

Fees and charges was reasonable and affordable for the customers.

Customers can save up a lot as the first time they pay, they are able to get free installations fees if they sign up for the packages provided with terms and conditions applied.

Different range of packages were offered by the company for customers so they have different choices and options to choose on.

A variety of packages in different prices attracts the customer to consume the products.

Different charges charge by the company to the customers was reasonable and customer are willing to pay as they are satisfy with the service.

Customer can also enjoy unlimited usage for a fixed rate.

Customers are allow to access internet almost everywhere they travel in the world and also they get to enjoy the benefits of global roaming, broadband, and narrowband as well .

Customers can enjoy free charges for calling all TM fixed line nationwide under the internet packages.

They also received free Wifi modem, cordless phone and TM ID once they sign up for the packages.

Affordable charge to all mobile and other fixed line nationwide with only a flat rate of 10 cents per minute.

By paying the same value of price, customers can also get free value added services such as online guard plus license to protect their computers and documents against viruses, spywares and other online threats .

Question 2

To deliver a superior customer performance at Pizza Hut Sdn Bhd, you are tasked to handle customer complaints. Identify the types of complainers and describe how to respond to customer problems effectively according to each type. Cite one scenario from the company’s experience and briefly discuss the kind of empowerment needed to respond in a positive manner.

Types of complainers

a) Passive Complainers

Passive complainers are the customers who are dissatisfy or having problems with a company or organizations product or service. These customers will complains and spread around the bad compliments of the company to the people out there, or we called them as the third party and yet they will never voice out to the company itself. Sometimes, these customers are restricted from complaining because of their personal values. These categories of complainers considered the most fatal customers as they do no communicate with the company well which will lead to deprive the company or organizations

Customer respond strategy

Ask them questions which does not directly relate or stimulate their anger but indirect question which may make them please or ease, e.g. ask what are they looking for, what kind of service they actually needed.

Give more time and space to the customers and not pushy towards them as these customers need more time and space to think because they often thinking out loud but keep it to themselves.

b) Voicers

These customers are the one that complains to the company or the related organizations because they believe that their complains can lead to social benefits. They will voice out their opinion without hesitation. They are know as the company friends because they will stay loyal to the company all the way and not sway away to the other company or organizations because of the dissatisfaction. Voicer does not spread around the negative words to third party. The related company or organizations value them the most.

Customer respond strategy

Ask them questions, which is open-ended question and understand what they are trying to deliver.

Be confident enough and avoid taking on their problems and call upon related person to settle it.

Avoid arguing with them and stay calm all the time.

Show respects to these customers as they are the most value customers to the organizations .

c) Irates

This group of customers is the one that engage in negative words of mouth among a close group, which the members of the close groups will be relatives or friends. They will not stay loyal with the current company but they will keep on move from a company to another. Usually this group of customers seldom gives second chance to the service.

Customer respond strategy

Feel the customers frustration and empathy them, let them know that you understand their feelings and let them feel that you are speaking to them as if you are in their shoes.

Do more than usual, give compliment to them such as giving them some discounts when they pay the next visit, or get their email or contact number to follow up on them or even a token of appreciation that will delight them.

Solve the problems by yourself rather than passing to other people because the customers might be upset or tense with the passing game.

d) Activists

These complainers are also known as constructive complainers. They benefit the company most because they take in hand the company problems which allow the company to understand and take concern of the problems. Mostly they are the most fatal complainers to the company and organizations because they have the tendency to reach others about the negative comment or even to the third party about the criticism and negative comment.

Customer respond strategy

Apologize to the customers if needed as mistakes might happen sometimes. If it was your company mistakes, apologize to the subsequently for the inconvenience and frustration.

Follow up on the customers if you do not want to turn an angry customer angrier. Try to see the problem from the start to the end before the final outcome.

Example of a customer service problem occur in Pizza Hut

a) Late Delivery

A customer called up Pizza Hut delivery for order at 7.15pm and it was informed that it will be delivered by 7.35pm. However, it was later called up by the company that the delivery will reach at 8.30pm without stating the reason why. The customer chooses to wait till it comes. They reach on time, which is 8.30pm but the customers were unhappy with the service as they did not give an apologize to the customers for late delivery. When the customer makes a comment on their services online, there was no reply to the customers.

b) Bad attitude or manners by the staff

A group of customers were planning to dine in at the Pizza Hut restaurant. The queue was long and they were waiting at the counter to wait for seats. However, they were not seated by the staff when there is an empty place whereas they allow the other customers who lined up behind them to go in first. When was asked, the staff could not answered the customers why the other group of people were let in first. That group of customers was angry and request to speak to the manager. However, the staff still refuses to call upon the manager until the other senior staff came forward. The manager came upon to solve the problems by cooling down the customers. Then the manager leads the customers to their seats, yet they are still being rude to the customers and not serving them properly. The serving attitude was bad, products are not delivered on time and even the customers have to self service as the staff are too busy in the kitchens.

c) Product which are different from the catalogue

The delivery catalogue that was given out to the customers and the products provided are different from the catalogue. Certain products in the catalogue are not available at the outlets but it was stated there available at all outlets. When asked about it, the employees could not answer or even ignored the customers. Sometimes it happens to be the products ordered by the customers are different from what they received. Especially when order were made through calling, they reconfirmed the orders with the customers but it turns out the deliver the wrong orders to the wrong customers which really made customers upset and angry about it.

Pizza Hut is a food and beverages company which also involve in several services such as serving, customer service and delivery service. They are trying to work on customer satisfaction by putting in lots of effort and resources in it. In the past four decades, pizza hut has started to built up their reputation and they has earned respects from customers and expert as well. The core value of the Pizza Hut employees are P.E.A.R.L.S, which is passion, execute, accountable, recognize, listen and safety.

Passion means the employees of Pizza Hut always strive for excellence in everything they do to achieve high quality of customer satisfaction.

Execute means to be positive energy and act immediately with the sense of urgency so customers can feel that the staff cares for them. It is also a value to be individually and collectively.

Accountable value means to increase the growth of customer satisfaction and company profits.

Recognize is the value of achieving something, appreciate others effort in completing a task and have fun doing it.

Listen is basically the core value to customer service, which is listen to customers compliment and comment in order to grow the company as what people always say, customer always right and think about it so we can know what the company have to improve in.

Safety is to provide a safe environment to the employees and customers as well.

Customers Complain Handling

Pizza Hut always take customers complain as a point to improve because customers complain is always a compliment for an improvement. They seek it as an opportunity to maintain confidence in their products and service. They also have a centre which allows the customers to complain about the problems and issues they face with the company. Pizza Hut uses the tool B.L.A.S.T to handle the customers.

Believe in what the customers complain.

Listen to their complain patiently.

Apologize to them if there happens to be any mistake

Satisfy the customers by giving them some token of appreciation.

Thank them for the comments as it can help us to improve our products and service.

If the customers have problems to make their complain at the centre, they can directly approach the manager or they can also complain through website or just send a mail to them. The mail box is checked every day so they can respond to the customer immediately. Customers can also write down their feedback on the comment card as they have this system which the cards can be easily found in the outlets. If the customers could not get the comment card, they can ask from the staff as well.

The most important point is to make sure the employees are trained for good attitudes and behavior to perform a good service to the customers. Do not neglect the customers as they are playing the important roles in our company.