MKT610 Assignment # 1 Solution

Assignment # 1 CRM
Scenario: Being a customer relationship manager of a computer hardware company, you
are receiving greater number of complaints about the warranted claims of spare parts,
they say that your process is very complex and time consuming, presently a customer fills
out a form, attaches proof of purchase and sends that from with spare part to your
customer care office located in Karachi, after receiving and examining, you inform to the
customer through courier service about the decision with in 5 days that warranty claim is
true or not, if it is true a new warranted spare part reaches with in 3 days to the customer
mail address. This long and complex process is frustrating to your customers.
Q 1 Give the critical analysis of this scenario? 10 points
Q 2 Being a CR manager, how do you propose the appropriate changes in existing
customer care to provide better care? (Keep in mind TCCP). 10 points
Solution:
Answer 1: In the above scenario, there are certain weaknesses,
• Only one office located in Karachi is operating to cover the whole country.
• Visibility of customer service is very low.
• After receiving from courier, examining and verifying process is too long.
• Also if warranted claim is true, delivering the spare part is taking three days,
which is also not acceptable for customers.
Answer 2: Lots of improvements can be made,
• There is great need to divide the whole market into two or three regions, so that
customer feel closer to your customer care, burden of complaints can also be
shared.
• Verifying and examining process time can be minimized by hiring more
technicians and staff.
• Speedy work can be made with in the department by introducing latest technology
and soft wares for customer care handling.
• To facilitate customers, complaint tracking should be provided through
company’s website or even through SMS.
• There is a need of hiring a speedy courier to deliver spare part within next 24
hours rather in 72 hours.