Providing the customer service add-on
Providing the customer service add-on is important and needed step both for the Rick Auto Enterprises (RAE) and for its customers. For the RAE is has got such benefits as reducing costs, forcing the payments receiving and additional competitive advantage on the market (possibility of making on-line payments).
For the customers it would simplify the process of making payments and save their time. Also, the personal accounts would be opened for each client in the RAE on-line system and that would allow them to see the planned maintenance of their auto and its cost.
From the sales managers’ point of view, the customer care should be one of the most important directions in company’s activity, because the customers are the highest value of the company- they create the revenue and the company’s prosperity depends on the their activity.
All the spheres of economical activity, which may bring high income rate, have got the high competition. That is why it is very important for RAE to be the first, pioneers of introducing such on-line customer care (CC) system into the practice.
Improving the CC system would lead to creation of common database and program, which would allow getting all possible services on-line (for the RAE – possibility of access from the different offices to the common database and for clients- opportunity to get desired information about their auto on-line). Common database would also allow getting all desired information about the customer in order to provide one with service of the highest level.
Implementation of web-services for the clients would lead to the attraction of the new segments of customers. It would include businessmen, who have limited time and would prefer making orders and paying bills online (while sitting at their computes in the office) to leaving all urgent work and going into the bank (wasting at least one hour of their time). The commercial organisations would also prefer using their own payment systems in order to make on-line payment on a clearing basis.
After implementation of new customer care software into the practice, it would be necessary to improve professional skills of the staff, employed in the customer service and in the billing departments. For that purpose it would be useful to carry out in-service training via making lectures and seminars, concerning applying the new software into the practice. The freelance expert in programming and accounting can be hired for that. In-service training would take four hours- two lectures, each for two hours. The costs of training program (2*100$+2*110$= 440$) would be small in comparison with the positive impact of this innovation on the company’s work and attitude towards customers.
Another competitive advantage of the software improving is the opportunity to resemble all clients, included into the company’s database about the Rick Auto Enterprises and its services (while sending a message via e-mail to each client, about new opportunities, offered by the Company).
Creating personal account for the new clients automatically (after making payments on-line) and providing them with personal login and password would attract them to using maintenance services of RAE after purchasing vehicle in this company.
To our opinion, the time, needed to install the vendor-offered customer service add-on is durable (4 weeks additionally), but it is possible to prepare an advertising campaign, concerning new opportunities, offered by the Rick Auto Enterprises during this period of time. The advertising campaign should include the following key-words: ease of access, safe and promptly. The stress should be made on the ease of handling the system. That would reach two aims- providing the customers with high rate service and care and showing the high corporative culture of the organisation. That would attract the existing clients to the Rick Auto Enterprises maintenance stations – and increase the general revenue of the enterprise.
It would be better to carry out the installation of the customer service add-on in complex with installation of the legacy billing system. That would save time, and in future, the attention of the staff for the working process won’t be diverted by the updating software. More than that, the instruction on exploitation of updated system would take less time if to carry out all installations at the same time.
In the case of ‘wholesale’ order – complex of billing system software and customer care add on, it would be possible to negotiate about getting discount from the vendors’ company. That would reduce costs for the updating and savings could be spent on staff teaching and training how to operate new software.
Being up-to- date means the following: applying the key innovations in manufacturing, trading, customer care and other systems and using the web-sources as one more useful tool in achievement of economical goals. To prove the above said – we would like to say that more and more people before purchasing auto look for the information about it on the internet. There are numerous existing variants of good bargain. In order to attract clients, it would be better to improve additional service for them – paying their bills on-line and opportunity of getting the paid product or service at the shortest period of time after making payment (to be independent from the banks systems). It would be better to exclude the commission for making payments via RAE on-line system - one more competitive advantage of the Rick Auto Enterprises system. If it is impossible to make it equal to zero, the commission for the payment should be included into the primordial price for the product or service.
We would like to offer one more possible option for the new system - possibility of crediting the clients. The basic information about the client would be required and the product would be used as the security for the credit. The credit payments would also be done via on-line system and that won’t take much time form the client.
Finally, we would like to stress on necessity of discussion this question with financial department, customer care employees, billing and sales staff. After detailed discussion, it would be possible to make a final conclusion about existing customer care system improving via software updating.
All pros and cons should be discussed, according to the points of view of those people, who operate these programs, work with customers directly, who are responsible for the payments system etc. Professional attitude towards all changes in the company would lead to the sound decision-making, which in future would make the positive impact on the company’s activity, its competitive advantages and attracting new customers and providing existing ones with good service.
Our point of view concerning that issue is that complex updating of the software is the necessity, caused by the new technologies development.
To conclude, we would like to say that customer care and service is the key success factor in attracting new clients. All the new technologies should be applied by the organisations’ top management in order to keep the leading positions in the field, it operates in.
The convenience of the system application by the client would attract more customers, because saving time and in our case money is a valuable competitive advantage and the client would chose those variant, which would be the most suitable and which would take the shortest period of time. Making payments via Rick Auto Enterprises system – it the shortest way to getting desired product or service.
James A. O'Brien & George M. Marakas (2009). "Enterprise Business Systems". Management Information Systems. McGraw-Hill/Irwin. -p.305
Turban, Efraim (2002). Electronic Commerce: A Managerial Perspective. Prentice Hall. ISBN 0131854615
Solomon, Micah (4 March 2010). "Seven Keys to Building Customer Loyalty--and Company Profits". Fast Company. [Online] (Updated 20 October 2010) Available at: http://www.fastcompany.com/article/seven-keys-to-building-customer-loyalty-and-company-profits?page=0%2C0 [Accessed 29 October 2010]