Data Analysis And Interpretation Towards Effective Customer Grievance Management

Data Presentation

An annual data regarding customer complaints is being gather by the organization. Managerial initiatives has been taken to understand the skill levels of providing customer service by the organization to the potential consumers and to provide solution to the problem that exist due to which customer satisfaction is not getting fully maximized (Xiang et al., 2015). Effective customer grievance management necessitates to implementation of efficient data analysis and interpretation of the analysis towards pragmatic recommendations to enhance the skill levels of providing customer services in an optimized manner.

Effective data analysis will help in understanding the prevailing gap with the customer satisfaction and the customer service that is being rendered to them. To ensure that the customer grievances are effectively handled based on their feedback it is important to process and direct the accumulated data towards meaningful information.

From the data presentation it is been seen that there exists lots of reason to effective analyze the data and interpret the findings in order to resolve the issue regarding the customer complaints. To delve into the data and to process it in the form off appropriate information that will reveal the accurate reasons for customer grievances, it is essential to rejuvenate the parametric factors that are directly or indirectly influencing the business process. It is been found that among the key staffs namely, Kasyme, Raquel and Basel the most number of customer complaints came regarding Basel followed by Kasyme and Raquel in descending order. Based on the scenario that is been provided, their exist issues with all the entities that are related with the organization.

Apart from that the external service provider have lesser frequency of the customer complaint where it is been found that the data reflects the fact regarding external service provider who have accused by the customers and are listed in customer complaint list has a number of 32 cases. Moreover, product related issues are there since nearly 52 cases are been found throughout the year regarding products and services from the consumers and are enlisted in the customer complaints database. From individual perspective it is been seen that there exists majorly product related problems from the organization towards their target consumer base. 52 cases in 52 weeks is a matter of concern for the organization. Apart from that there exists issues with Basel as 50 complaints have been enlisted upon Basel. However, the complaints with Kasyme and Raquel are much less. As it is been seen that the number of complaints that are been registered upon Raquel and Kasyme are 19 and 20 only. Apart from that moderate level of complaints are also found to get enlisted regarding external service providers. So the data analysis reveals that there exists necessity to train Basel more in order to lessen the number of mistakes from his side being a representative of the company. Apart from that the external service providers should be communicated and the issues that is arising should be monitored. Finally and most important there exists importance regarding resolving the product related issues. It is important that the customer demands should be clearly understood. Customers wants should be clearly evaluated and the gap between customer demand and what is been rendered by the company should be effectively evaluated. It is crucial to interpret the information that the data are being reflecting in order to understand where their willingness to pay and ability to pay of the customer are facing barriers. The complaints that are coming from the customers should be scrutinized effectively as well as the products should be made according to the customer demand which in return will optimize the customer satisfactions and will minimize the frequency of complaints in the coming year.

Q.1

The data analysis method that is been used is quantitative method and not qualitative method. This is due to the reason that the qualitative approach considers those parametric factors that can assess the data from qualitative perspectives. However, with the use of quantitative approach it become easy to numerically estimate the existence o the data and their effectiveness regarding their meaningfulness (Sengupta, Balaji and Krishnan, 2015). The ordinal data can only be prioritized while the cardinal data can be computed numerically. Hence, the quantitative approach gave a better ability tom delve into the issue regarding customer complaints and helped to identify the factors that are directly rendering impact upon the increase or decrease in the customer complaint and hence indirectly ar also controlling the reputation of the organization in the long run.

The graphical representation of the data analysis can be represented as follows:

In the vertical axis or the y-axis the measurements are done regarding the frequency of the customer complaints upon the organizational entities. Along with that these are estimated based upon the factors that are responsibly impacting the performance of the organization as a whole.

In order to get ensured that the customer satisfaction level do not get hampered it is essential that the organization should take step to train Basel since he is one of the key staff for the organization and if complaints comes from customers regarding his ability to support them then it is no at all acceptable by the organization since he is one of the key staff and responsible employee of the organization (Saeidi et al., 2015). Moreover, sacking him will not work due to the reason that the company then again have to train a new employee who will become one of the key staff of the organization and it will take time and other resources from the side of the organization and will required the employee to get experienced like Basel. Hence, it is important for the management to seat will Basel and they should make him understand that his performance is hampering the performance of the organization as customer complaints are coming regarding his performance. Due to the reason that he is one of the key staff off the organization this is not expected from him and being a key staff of the organization, the company expects that he will revive himself towards a state of better performance level. It will be also suggested that the company is interested to provide him training if required and he should work on it to remove the factors that are hampering hence performance directly and hence indirectly hampering the performance level of the organization. Beside this another objective of the management will be to resolve these issue regarding external service provider as it is been found that about 32 complaints are registered from thee customers upon the external service providers too.

Q.2

The data can be represented as follows:

Table 1: Data Analysis

Parameters		Yearly
Key Staffs	Kasyme (K)	20
(R) Raquel	19
Basel (B)	50
Product	P	52
External Service Provider	S	32
Product & Basel	P & B	18
Product & Basel and External Service Provider	P, S and B	1
Product and Kasyme	P & K	2
Basel and Raquel	B & R	2
External Service Provider & Basel	S & B	9
Raquel & External Service Provider	R & S	2
Product & External Service Provider	P & S	2
Basel a& Basel	B & B	2

For future references the organization should maintain a secure server for processing the data and keeping them effectively when required. Since this will help them to carry forwards any cross sectional analysis or longitudinal analysis with the past data that may become helping regarding solving customer complaints and grievance management followed by taking any form of crucial managerial decisions for the organization (Hussain, Al Nasser and Hussain, 2015). The grievance management department and the customer support department will be able to make effective use of the process data as well as they will be able to operate accordingly for optimizing customer satisfaction.

The organization should maintain a secure server for processing the data and keeping them effectively when required, as this will help to retrieve the data whenever required as well as will make it accessible to those people only who have the permission to access the data (Han and Hyun, 2015). Through data warehouses these kind of information can be kept securely in secure servers for the long run.

It is essential that the product quality and the services that the organization provides to its potential consumers as well as prospective clients should be improves in terms of the deliverance of the products and service as well as their ability to optimize the satisfaction level of the target consumer base. For this reason it is essential to understand the demand of the consumers regarding the product and the service deliverance regarding the products should be made accordingly o that the gap between the products performance and the expectation of the consumers matches which in return will also reduce the number of complaints regarding the products and services from 52 complaints to lesser number and if possible it can be even zero annually. Thus policies and procedures encompasses effective understanding of customer feedbacks regarding the products and accordingly creating the products so that consumption of them can build a better image in front of the potential consumers in near future. Basel should be trained and issues with the external service providers should be resolved. This policies and procedures will boost the brand reputation of the organization and customer loyalty towards the organization followed by providing a reasonable plinth to the keys staffs as well as the management of the organization to mitigate the problems and enhance customer retention along with eradicating their grievances and understanding their demands (Blut et al., 2015).

References

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Han, H. and Hyun, S.S., 2015. Customer retention in the medical tourism industry: Impact of quality, satisfaction, trust, and price reasonableness. Tourism Management, 46, pp.20-29.

Hussain, R., Al Nasser, A. and Hussain, Y.K., 2015. Service quality and customer satisfaction of a UAE-based airline: An empirical investigation. Journal of Air Transport Management, 42, pp.167-175.

Saeidi, S.P., Sofian, S., Saeidi, P., Saeidi, S.P. and Saaeidi, S.A., 2015. How does corporate social responsibility contribute to firm financial performance? The mediating role of competitive advantage, reputation, and customer satisfaction. Journal of business research, 68(2), pp.341-350.

Sengupta, A.S., Balaji, M.S. and Krishnan, B.C., 2015. How customers cope with service failure? A study of brand reputation and customer satisfaction. Journal of Business Research, 68(3), pp.665-674.

Xiang, Z., Schwartz, Z., Gerdes Jr, J.H. and Uysal, M., 2015. What can big data and text analytics tell us about hotel guest experience and satisfaction?. International Journal of Hospitality Management, 44, pp.120-130.