A Study of Strategies for Improvement of Customer Complaint - A Case Study of A Company

• Main Author: 陸銘祥
• Other Authors: 佘溪水
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/z2hw6h

碩士 === 逢甲大學 === 經營管理碩士在職專班 === 102 === Abstract Optical lenses have turned from a particular photographic equipment to a consumer product featuring short life cycle, quick time-to-market, small volume requirement, high quality demand, etc. Vendors need to listen to cutomers’ complaints, from which they can find defects that they have been ignoring. Then, they can seek improvements to obtain customers’ satisfaction and the organization’s growth. Industry circles have paid great attention to Customer Relation Management (CRM). This study discussed questions proposed at a customer Quarterly Business Review (QBR) at a firm “Company A”. After Company A was introduced, each question was defined and integrated. Then, a Cause and Effect Analysis (Fishbone Chart) was employed to carry out an exception analysis. Finally, against defects found in the exception analysis, an improvement strategy was proposed accordingly item by item. From the analysis result of these questions as well as the improvement strategy, we found that Company A is confronting a big challenge: it is in a hurry to increase its business volume, but its resources are not allotted properly. This challenge poses a threat on customer’s satisfaction and the company’s growth goal. In order to reduce Company A’s customer complaints, we proposed some directions as follows: 1. At the input end, balance the expansion strategy with contract review. 2. During the process, adjust the resource allotment strategy with design review. 3. High-level recognition and support. 4. Value commitments and make a strong dedication to them. Based on the above suggestions, we further proposed some suggestions to Company A: value substantial profits, pay importance to constructing a firm foundation, enhance competitiveness, to achieve the company’s growth goal.