Discuss about the Challenges of Data Quality and Data Quality Customer Service.
I have chosen the airline industry and Qantas is my chosen organization. Qantas was founded in outback Queensland. It is an Australia’s biggest local and global airline company that have two brands such as Qantas and Jetstar in Australia. Total 35000 employees work in Qantas in which 93% people are from Australia. Qantas is one of the largest organizations in Australia with having strong reputation, more reliability and a very strong commitment towards maintenance. Qantas is currently a business leader is air transport segment. Qantas group has a strong strategy: deliver a sustainable return to its shareholder. Qantas is known for its quality customer service (Qantas, 2018).
As Qantas is associated with air transportation business of people and materials, so its products and services are also related to Arial. Following are the products and services of Qantas airlines:-
The policies which the Qantas airline promises are proven by to be true as per the given feedback of the customers in the review section of the Qantas airline website and the rating is given to the Qantas airline shows its commitment towards its customer services (Qantas, 2018).
As per the sustainability report of Qantas, the organization carries various researches through survey questionnaires to understand the needs and expectations of its present and potential customers. Qantas executes various surveys for getting aware of the level of customer satisfaction every year. This research also aids in understanding the expectations of the customer and at what percent the organization was able to convert these expectations into reality (Qantas sustainable report, 2017, p-10). As, Qantas know that in present time where about 80% of the world population is on social media. It has also become important for the organization to make a safe position for their organization because of which it can monitor all the activities on that platform which can be helpful for the development of the Qantas airlines (Queensland govt., 2018). The business organization makes use of social media platform for surveying the targeted customers. This method is a technical means of collecting the data required that will generate relevant data in huge amount in lesser time. “Caring for your customer” is one of the most empirical statement that is used by Qantas for expressing the level of dedication to caring for customers. This is a guide, which assists in servicing customer’s needs to ensure a unified travel experience (Qantas 2018). This guide is also considered as one of the most effective and efficient method that is used by the business organization for monitoring the needs and expectations of the customer.
As per, Stephanie Tully which serves as marketing chief in Qantas says that the reputation of the organization was on burning platform in 2014 for wrong reasons. A program was implemented which was based on cost reduction resulted in many job losses. This has made a bad impression on the associated customers as well as employees. To remove this impression from the minds of the customers and reposition the organization again in the minds of customers the Qantas applied two main strategies along with operation level. One strategy is making the changes not only with the base of technology but in the mixer of expertise, statistics, persons and marketing (Cameron, 2017). Due to this net profit of the Qantas increased which indicates that customers are now on the side of the brand. Hence on the operational level, the organization has evolved customer services by redesigning the platform on which it focuses on customer data and also has realigned their employee abilities to reflect on customer focus. Another strategy is building the platform for increasing the capability of the employees to predict the expectation of the customer with the help of digital transformation through the cross-functional process.
Qantas have a team of experts that provide a wide range of professional services and business assistance for enabling the operating segments board and executive management for developing the best deliberate and tactical decisions (Qantas 2018). For any organization brand, innovation and statistics is the key to the success and combinable provides the competitive advantage for the growth of the organization. They believe that the staff staying in marketing/sales, office desk or in administration will make them skilled in their particular work not upgraded (Mazzarol and Soutar, 2008, p 34-35). Hence on an operational level, the organization has adopted the process of cross-function in which every member will interchange their role and responsibility to increase their ability to meet the expectation of the customers.
The Qantas airline considers employees as the most important resources and believes that the ability of their employees fulfills all the expectation of the customer. Qantas has divided in to three segments. One is human aspect which ensures that only best employees get selected with experience in Airlines in both contracts as well as on roll sections. Contracts is handling manpower work and on roll is for administrative and management purpose. Second aspect is technical in which use of technology is used to take care of GAP analysis related to customer services and finally is the financial section which ensures that Qantas must drive enough surplus by making its operation as lean process which it can further use in its upcoming operations (Cai, L. and Zhu, 2015, p-7). All these issues are highlighted according to their priority and then all issues are figure out one by one.
Qantas believes that it is their employees which are mainly responsible for the growth and decline of the organization through their actions. Hence, it is important to monitor their performances. Qantas use many strategies to monitor the performance of their employees. One strategy is scheduling the weekly meeting with the customer services executives and report on their performances. Another strategy used by Qantas is analyzing the conversation between the customers and the organization executives through their emails chats and call records and the third strategy used in service is checkbox customer in which a questioner is put on each desk of the check-out counter so that when the customer after using their services can share their experience regarding the behavioral of the staff towards them along with the services offered by them. This data is then thoroughly analyzed and then all the necessary actions are being taken to retain the trust of the customers (Williams, 2018). Moreover, the business organization has a specialized team of HR (human resource) that recruits pool of potential and professional candidates as per the requirements. This leads in proper management of work and brings increase in the level of performance of the employees thus leading towards high quality of services.
The employees working in any organizations are not machines, they are humans. Hence there is the number of chances that they will make mistakes. In a business like an airline, a mistake can lead to many different consequences. Hence, Qantas believes that it is their responsibilities to fill this gap with the help of developing so they are using the most improvised way to train their employees. Instead of using PowerPoint presentation they are using the creation of real-world scene in which with the help of technology they create such a situation where employees face almost all possible problems which can arise during their service period and taught them how to handle these situations. The organization uses methods like role-play in which a professional person will analyze the action and reaction of the employees and they will give feedback to them regarding needed improvements in their behavior and actions (Aspire, 2018, p-40). The organization also uses the experimental way of learning in which the employee will be put in the most uncomfortable situation and try to understand their mental presence and capability with the help of data. The organization also uses the group building learning method in which different groups are formed with those members which have some kind of conflicts with each other. As removing conflict is one of the objectives of any organization. Every group is assigned some task in which one member of each group is intentionally put into a situation where that person will not be able to handle and observation are made whether any member of the group or whole group will take responsibility and will put their best effort to resolve the situation.
One of the biggest complaints was filed by customers on Qantas was that their airlines are responsible for the carbon footprints in the environment which is ultimately affecting the society. This complaint had a very bad impact on the image of the organization. Air company have a specific accountability to answer back vigorously to the danger of damaging environment variation, hastening fuel charges and ecological dilapidation with measures to decrease energy intake and accomplish waste efficiently. Qantas is taking an active role in activities regarding the environmental protection (Qantas annual review, 2016). One of the creativities is the founding of the environment and fuel conservation group, which is tasked with ongoing to mix accountable environmental performs in their process. Through the Qantas group’s environment policy, the Qantas group is occupied proactively in emerging and upholding systems that help recognize and manage weighty environmental impact ad danger. They are mixing these ecological considerations into arrangement and working activities across the Qantas group and reducing the leftover and refining their source efficiency. The environment and fuel conservation team’s work includes: Executing group wise packages to recover ecological performance and make sure that these programs are effectively executed (Jensen et. al, 2013, p-1). Preparing and executing strategies to advance the fuel efficacy and decrease the emission footmark of collection airplane operation. Will use, executing management systems that minimize environmental risk and encourage continual improvement in environmental performance. The below presented are the images that are depicting the Customer Complaints handling system of Qantas.
Qantas will only display the general information like name, gender or date of birth on the dashboard. But it protects all the personal and sensitive information under the act of privacy law “Australian Privacy Act 1988”. In this law, the GDPR is applied in which all the data related to personal details of the customer is kept. It includes data related to religion, political view, trade union association, biometrically related data or genetic related data (Svantesson and Clarke, 2010, p-38). The customer fulfills all the details related to him in company’s software dashboard which then make use of two phases. One is SDLC system, which is otherwise called a structure that depicts errands, performed at each phase in the product advancement cycle. It is a game plan taken after by all change groups which are incorporated into the product association. It incorporates a point by point design portraying how to create, keep up and supplant particular information. SDLC incorporates exercises like arranging in which critical piece of the information is being controlled by encounter representatives, at that point codes are being produced identified with security of clients, at that point testing of bugs are being directed lastly every one of the records and support is affirmed for discharge and other is Waterfall technique which is a kind of process which is likewise called as liner life cycle demonstrate. This procedure takes after a consecutive request to move just one way to accomplish their objectives. Fundamentally, this kind of technique is utilized for the little undertaking and where no vulnerability is required. Toward the finish of each stage, an audit procedure is occurring to gauge whether the undertaking procedure is on the correct way or not. Also, the privacy framework management is considered by strategy approach where objects are well-thought-out better to fulfill their confidentiality responsibilities if implant privacy safeguards in the design of data handling. Under this act, all these data are protected with the most secure technology so that no one can excess this data for his personal advantage (Caron et al, 2016,p-1). An eye is always kept on the flow of this data on daily basis with the help of technology monitoring devices.
Qantas hold the personal information in a combination of hard copy and electronic files. The business entity is also making use of third party system providers that collect and safely store the data and they have the access over the personal information (Qantas 2018). When an individual books flight or access personal information regarding the membership of the clubs and programs, Secure Sockets Layer (SSL) is the secured server that is used by the business organization. This system encrypts the information sent by using the website.
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Qantas. (2018) Inflight Products and Services [Online]. Available from: https://www.qantas.com/agencyconnect/au/en/products-and-network/inflight-product-and-services.html [Accessed 24/7/2018].
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