1.

Research Problem

In this case study, the main problem faced by MindWriter is the lack of customer satisfaction towards the Complete Care repair programme. With reference to the Miras and Jasons conversation, research problems were identified as follows, with the intention of enhancing the repair and service activities more effectively and efficiently.

How to provide best customer care service through the call centre by training the technical representatives thoroughly in the areas of service, support and ordering processes of MindWriter products.

How to ensure the accuracy of currier system in relation to the on time pickups and deliveries to build the customers trust on the transportation activities.

How to maintain stores with most frequently needed parts for services & repairs by determining the minimum requirement with the help of moving trend of items for last few months to smooth the troubleshooting operations without any delay.

How to monitor and guaranty the quality of service, before items are returned to customer premises. Should it require a quality assurance team or any service diagnosis activities to ensure quality of the final output issued by Complete Care repair centre?

How to redesign the return packages or boxes to minimise the occurrence of damages on delivery and handling. Should it can be done through designs of packages with protective form inserts to keep items more securely inside the box without any expose to external forces.

How to provide more efficient customer after sales services beyond the technical support provides through single location of service centre and by establishing satellite service centres with technical professionals in different potential areas.

These research problems are supported by the investigations done by Mira and Jason, where they have identified errors in the service activities provided by MindWriter.

2. Research Objectives The main purpose of this research is to find out reasons which can affect customers satisfaction for Complete Care Repair programme of MindWriter. So following objectives are determined to achieve at the end of the research. To explore and identify the defaults in call centre activities and to enhance the operations by resolving them at the initial stage without making delay on customer requirements.

To identify the best practice methods to pickup and deliver items on time instead of current uneven currier service. To establish a delivery system with latest, accurate and efficient features to track and serve on defined schedule time.

To explore and implement a stock management system where can identify the future requirements of spare parts to mitigate the occasional shortages which can delay the total troubleshooting and servicing processes.

To identify the most relevant quality assurance procedures in practice & to implement in the Complete Care repair programme which can monitor the services and quality of repaired items whether they are in line with customers requests?

To introduce secure designs for delivery packages and boxes which can withstand in delivery and handling activities, as a result to reach items for customer premises without any damages?

To explore and establish satellite service centres to cater customer requirements more efficiently with the help of well knowledgeable technical staffs.

3. Research Methodology

This is the complete framework of the research which covers population, sample size and data collection procedures.

3.1.

Sample population

To collect the actual data regarding the Complete Care repair programme, need to go for customer base, outsourced service providers, technical staff and call centre staff of MindWriter. This is the information base available to identify the role of current operations carried out by them and the actual feedback received for the service. Hence for this research, sample population should consist of all related departments and personals involve in activities of Complete Care repair programme, staff of independent transportation companies and the recorded customer list of Mind Writer. All these separate functions are interlinked when it comes to the service and holds equal values where can convert them in to factors which influence customer satisfaction needs.

3.2.

Sample size

The selected sample of the research should represent the whole population. Hence can use probability sample method to find the sample size from huge customer list of Mind Writer where needed to collect data regarding the service of Complete Care repair programme. To represent the activities performed by service department, call center and independent currier staffs, random sampling technique method is used to determine the sample size. So with the equal weight of sample selection of all above areas can represent real data of total population.

3.3.

Data Collection

3.3.1. Primary data

1. Customer feedbacks To collect the customer feedbacks, face to face or telephone interviews are carried out for the selected sample of customers. Due to the cost involvement in collecting data through telephone interviews, backup data collecting mechanism is also carried out. This is done thorough a survey where a feedback form is attached with every returned item to customers which was given for repairs and invite them to response with their own feelings. Only for non-responders, telephone interviews are taken place. Furthermore, a questioner procedure for selected customers are carried out in parallel with the above data collecting technique where qualitative results be translated to quantitative, measurable data for ease of analysing it.

2. Staff

Main responsible personals such as service managers, call center managers and executives of each departments are interviewed deeply regarding the service matters raised by customers. Random samples of workers would be interviewed and questioners are carried out to collect data of bottom layer activities where they have a major impact on service. Adding more, same techniques are undertaken for the staff of independent courier service to collect data in relation to delivery activities.

3.3.2. Secondary data

Information regarding service, repair and technical support are published by personal computer magazines through their annual surveys, where much useful in getting overall

picture of current competitor activities of services provided for different market segments. Furthermore, published sources related to overall customer satisfaction would provide the expectations, wants and needs demanding by customers from the service providers.