3.

2 Research and Analysis Report

Ziyuan Zhang

0
Table of Contents
Table of Contents.......................................................................................................................1

1. Background.........................................................................................................................2

2. Introduction........................................................................................................................2

3. Data Analysis.......................................................................................................................2

3.1 Data findings................................................................................................................2

3.2 Impact on our company..................................................................................................3

3.3 Data analysis method.......................................................................................................3

3.4 Graphical representation.................................................................................................4

3.5 Monitor the levels of customer satisfaction....................................................................5

3.6 Information storage.........................................................................................................5

3.7 Data security.....................................................................................................................5

3.8 Policies and Procedures....................................................................................................6

4. Recommendations..............................................................................................................6

5. References...........................................................................................................................7

6. Appendix.............................................................................................................................8
1. Background

Our organization has compiled statistics gathered over a period of 12 months on customer
complaints. I have been asked by the manager to review the data based on team’s customer
service skills. The following key is to indicate the focus of the customer complaint that has
been recorded. K, R & B indicate the complaint was caused by the relevant staff; P indicates
the complaint is caused by a product; S indicates the complaint is caused by an external
service provided.

2. Introduction

Under the current background of rapid globalization, customer services are becoming more
and more important. By carefully conducting customer services, there are numerous
benefits. Besides, it is one of the most significant factors leading to success for companies.
In this case, there is a gathered database over a period of 12 months through 3 aspects,
including products, providers and relevant staff. I do my research based on the data
provided and questions provided, and the method of analysis includes graphic
representation and qualitative methods.

3. Data Analysis

3.1 Data findings

By compiling the data provided by the company, I make a table which has been specified in
appendix 1.1. From the table, I find out that through the year, complaints can be divided
into three aspects, which are staff, products and external service providers. There are 181
complaints in total and the majority is caused by staff. Besides, there are 52 complaints
caused by the product and 35 complaints caused by the external service providers. Among
all three employees, there are 20 complaints toward Kasyme, 20 complaint toward Raquel,
and 54 complaints toward Basel. It is clearly true that there are problems with staff training,
and we should provide regular training courses to employees, especially Basel. At the same
time, I notice that some employees can be complained twice a day or a week. This
phenomenon may mean people’s performance can be affected by their moods.

3.2 Impact on our company.

Based on the data analysis, the company does not perform well in the customer services.
They got one complaint per two days evenly. Under this circumstance, the company may
lose their reputation, and hence leading to a loss of current and future customers. And
finally, there will be a serious impact on financial status and profits. So, our company should
try to improve the customer service based on the research. It can help our company to
figure out the reasons of complaints

3.3 Data analysis method

The analysis is to identify, define, describe, explore, generate or evaluate [1]; thus, I use
qualitative research methods to make clear and precise understanding of the data. In
addition, I convert the complex chart into tables and diagrams by MS Excel.

3.4 Graphical representation

 Number of Complaints
14

12

10

0
Mon Tue Wed Thu Fri Sat Sun

P S K R B

Percentage of Complaints

30% 29%

11%
19%

11%
P S K R B

3.5 Monitor the levels of customer satisfaction

In the future, our company should build up an online system to collect and to deal with
complaints simultaneously. The system can automatically collect data, and then analyze the
data to figure out various issues. Based on the result, our company can use the most
effective method to address the issue and maintain a high level of customer satisfaction.

3.6 Information storage

The information should be stored by customer service departments, marketing

departments, human resources departments, finance departments, operations departments
and other departments in the company in both digital and paper versions. It is important for
each department to have a clear mind about the customer services, and the potential
correlation between customer services and different departments. The paper version can be
regarded as the initial materials since it is the most primitive data and the most reliable
source. And the digital record can be stored in your electronic devices to guarantee easy
access. It is definitely true that we need to put the information under a secure condition
since this data is very important to organizations. It can be used by the company to generate
and modify plans for the future. If leaked, their competitors can use it as an effective
weapon to strike your company. Besides, it contains valuable information of your
customers’ details, and they do not want their information being acknowledged by other
people.

3.7 Data security

In order to help the organization storing the data securely to protect their intellectual
property, here are several suggestions that could help. Firstly, we need to establish strong
passwords for the system since implementing strong passwords is the easiest thing that we
can do to strengthen security. Besides, you should never write it down. Secondly, there
should be regular training courses to train employees. It can help them to build up a sense
of security. Thirdly, companies could install endpoint protection software and a secure web
gateway that can identify and block exploit kits before they infect systems [2].
3.8 Policies and Procedures

From the research, it is clear that most complaints are caused by Basel and the product.
Under this circumstance, the policies should be updated to improve customer services,
including staff training and relevant service skills. The company can also establish a
promotion strategy to encourage better performance with reasonable bonus. Then, the
company should pay their attention to the product, such as quality and other related
perspectives. Afterwards, the company also need to focus on monitoring the service
provided external providers to guarantee quality.

4. Recommendations

It is recommended that the company should use proven strategies to build customer loyalty.
Besides, the company should demonstrate excellent product knowledge and measure
customer effort score. The most important suggestion is that the customer is always at the
center.

5. References
1. https://www.lynda.com/SPSS-Statistics-tutorials/Quantitative-vs-
qualitative/606072/647294-4.html
2. https://www.information-age.com/10-ways-businesses-can-protect-customer-data-
123459341/

6. Appendix
 Mon Tue Wed Thu Fri Sat Sun Total
P 9 8 8 4 8 9 6 52
S 6 6 6 6 5 2 4 35
K 0 0 4 3 6 1 6 20
R 5 4 4 4 3 0 0 20
B 13 9 10 0 0 11 11 54
Total 33 26 32 17 22 23 27 181

Customer Service Complaints Data

Key for staff: K = Kasyme, R = Raquel, B = Basel

Each letter represents one complaint. i.e. K = 1 complaint towards Kasyme; S, S = 2 service
complaints.

Week Mon Tue Wed Thu Fri Sat Sun

1 S P K B
2 P, B S P P, K
3 R B P, B S P P
4 B, P S P P
5 P S P, K
6 P B P B K
7 R B, B S P, B B
8 S K
9 P R
10 R S K
11 P, B S B P R P, S, B
12 P K
13 R, S P
14 S K P
15 B P, B P, B
16 S
17 P R
18 S P
Week Mon Tue Wed Thu Fri Sat Sun
19 P B, R S, B P P, B
20 B P
21 K S
22 R P, B
23 R S K
24 P B, S P B
25 K
26 R, S
27 R P, B
28 B B, P P K B
29 S, B
30 P, B K
31 R, B
32 B P, B S, B
33 S, P K
34 S
35 R
36 S, B P B B
37 P K
38 R
39 S R
40 B, S S K B, P
41 P, B
42 S, B
43 P
44 P, B B S B
45 K P, S
46 K R, P S, B
47 S, B
 Week Mon Tue Wed Thu Fri Sat Sun
48 P S, B B, B
49 R
50 R P, B K
51 S, B P
52 P, B R K S, P B B

Peer Feedback

This is the feedback from my classmates Peter. Personally, I believe that he agrees with my
data analysis and identified solution. He recommends me to add more graphical evidence to
provide a better and deep understanding of the issue. Besides, he also gives my advice on
my format and I have made the modifications according to his suggestions. In conclusion,
Peter gives my good suggestions on my business report and I really appreciate his efforts.