27 Jul CASE STUDYTHE DAVIS SUPPLY COMPANY HAS BEEN
Case StudyThe Davis Supply Company has been operating as an importer and supplier of small appliances in Australia for the past 5 years. They operate solely from store-front businesses within the Sydney metropolitan area. They do not have an online website as they have never felt threatened by competitive markets and have not felt the cost of maintaining an online presence was justified.Due to the recent increase in affordability of home Internet usage and the increase in the value of the Australian dollar against overseas currency, business is beginning to wane. Customers appear to be shopping online more than visiting store-fronts.The company is also currently being threatened by overseas businesses that are marketing discounted products through social media channels to Australian customers. The management of Davis Supply Company believe that the only way to tackle this threat is to improve their customer service delivery to an outstanding level of satisfaction for customers but they are unsure of whether the customers would prefer storefront shopping or online shopping.You have been chosen to be part of a new team that will do the plan for improved customer service delivery. Your position in the team is based on your high level of knowledge of customer interactions due to your role as supervisor within the enquiry department.The business owner is keenly focussed on value for money in any changes that are suggested but understands that customer satisfaction with service delivery is paramount to sustaining business development.Answer all of the following questions:Q.1 What considerations must the team take into account before developing the plan and what planning tool might be useful to analyse those considerations?Q.2 Design a questionnaire to identify and assess the needs of external customers of the Davis Supply Company. Explain who the customers are that you would survey.Q.3 After analysis of the results of your questionnaire it was found that while customers were pleased with the store front premises and found the service staff helpful and friendly, they were not happy with being unable to purchase online or have their products home delivered.After consultation with management a recommendation was made to develop online presence. It was suggested that the website could be maintained by a new employee who will distribute daily orders to each individual store. Customer service staff in each store will download and fill the orders, prepare them for distribution, use a postal service to deliver them and send a receipt and delivery tracking number to the customer.Based on this information come up with SWOT analysis company considering competitors, costs of training staff in new processes and market trends.Q.4 Management ask you to design a training needs analysis for Davis Supply Company customer service staff to evaluate what training will need to be undertaken for staff to competently perform their new roles if the online store is created. Using your understanding of the skills, knowledge and attitudes the customer service staff must have, develop a TNA.Q.5 The management of Davis Supply Company have read your training needs analysis but are concerned about the costs involved in staff training. They are concerned that the venture is a financially unviable situation and ask you to concentrate a survey on their store front presence. They feel that there may be scope to improve the store front in a cost effective manner rather than branching into an area that is going to require a lot of money invested In staff training.You undertake a survey of 100 customers and are given the following results:Davis Supply CompanyCustomer Service Survey ResultsQuestion [ on a scale of 1 to 5 – 1 representing lowest satisfaction, 5 representing highest satisfaction ]DeterminantTotal # of customers surveyedTotal ScoreAverage ScoreHow would you rate the cleanliness of our shop?Tangibility1004504.5Are you happy with the availability of our products and current ordering system?Reliability1003003How helpful are our staff when attending to your needs?Responsiveness1001801.8How confident are you that our service staff have sufficient knowledge of our products to answer your enquiries?Assurance100800.8How welcome are you made to feel when purchasing from our shop?Empathy1004004Verifiable data collected as evidence for this customer service survey did not include considerations of historical customer complaints. What is the importance of using historical complaints data in the analysis of customer satisfaction levels?Q.6. Consider the results of the customer survey. Based on this survey what training strategies would you recommend to assist all Davis Supply Company customer service staff members to overcome their difficulties in meeting quality service delivery?Q.7. How could you monitor customer service staff members in future to ensure consistency in quality service delivery?Q.8 write recommendation to Davis Supply Company management on how store front quality customer service can be enhanced based on the findings of the survey.
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