Four Customers in Search of Solutions 1 PDF

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Summary

Four Customer of Telecom Bavaria Complained about the service and asked for solution...

Description

Four Customers in Search of Solutions1 1. We can identify various options to segment the complain customers

on the communication market based on the information provided in the case. To be precise and to demonstrate possible segmentation, we have created the following charters:

High Use Depending on the frequency of use:

Depending on the added services

Medium Use

With additional service Without additional service

Low Use

Local

Depending on the call destination

National Asian Pack International

American pack Europe Pack

Comapany Mistakes

Depending on the User Issue

Customer Mistake Technical Issues

Over Charged

Deficient Service

Mornings

Depending on the Hour

Afternoons

Nights Depending on when the service is used Weekend pack

Depending on the day

Weekday pack

High Amount Medium Amount

Depending on the Bill cost

Low Amount

Stressed

High Risk Customer

Depending on the customer mood

Medium Risk Customer

Problematic

Grummy Calm

Low Risk Customer

Curious

Ignorant

2. As a customer service rep, how would you address each of the problems and complaints reported? In Andreas Werden case: The best solution is to look at the bill carefully again and if any discrepancy appear, I should apologies to him and assure him with an empathetic tone that his phone bill will be reimbursed with the following month’s bill.

In Erika Mueller case: When Erika Muller reported that she missed several phone calls since caller found her line was busy, my immediate action will be to send technical service team to the customer end to check whether the line is okey or the caller getting line busy while she was talking over phone. If the problem is with the line, I will change the line for customer or if the line was busy during her phone call, I would offer her voice record service. So that caller who will find her line busy can leave a message for her.

In Anna Bauer case: For past several weeks she has been distressed with the series of obscene telephone call. The best way to solve this problem is tracking the person who is annoying her unnecessarily and send him notice about this kind of misconduct and also tell the caller that if he does it further, might face law suit. Also, I will offer her a value-added service like, calls identifier or a filter, in this way she will be able to ignore unauthorized phone call

In Konrad Fichtner case: Konrad Fitchner complained about humming and crackling noise in his telephone line and making it difficult to hear what other person saying. In this regard, I will send technical support team to check whether the problem was with answering machine or with the line. If the problem with the line, our team will change the line or it is with the answering machine, I will suggest customer to change the answering machine.

3. Do you see any marketing opportunities for Telekom Bavaria in any of these complaints? Every complain creates the opportunity that opens the door to sell value added service gainst each of the complaint. In Adnress Werden case Telekom Bavaria can sell detailed bill on the basis of requisition. Besides special call package can be offered to Adrease warden since he does a lot local and international call.

In Erika Mueller case the service provider may offer call recording service so that caller can leave him a message when her line is busy. In Anna Bauer case service provider may offer caller id & call blocking service so that she might know who is calling and block unauthorized call.

Summary: From the case, we can see that various types of a telephone-related problems were faced by four customers of Telekom Bavaria living in Haar in a middle-class suburb close to Munich, Germany. The first customer Andreas Werden, complained about his home telephone bill that was in the top 2 percent of all household phone bills in Haar. Calls were made to Southeast Asia (weekday), Schwabing (daily) and Frankfurt (most weekends). On reviewing the bill, he was convinced that he had been overcharged. So, he requested customer service department for an adjustment. The second customer, Erika Mueller, missed several important calls as the caller received a busy signal. Most of the calls from her house were local, but there were some occasional international calls too. Her telephone bill was at the median level. Another customer, Anna Bauer, had been distressed to receive a series of obscene telephone calls. Her phone bill was in the bottom 10 percent and almost all calls were local. Lastly, Konrad Fichtner’s phone line had been making strange humming and crackling noises. His phone bill was at the 75th percentile for a household subscriber and most of the calls were made to locations within Haar and Munich. So, all of them complained to the telephone company to determine possible solutions for their problems.

Objective: The main objectives of the case are segmenting the telecommunication market in order to understand the user patter and behavior, solving the each of customers’ problem with immediate effect by retaining them and considering the complaint as a new business opportunity in order to sell the value added services....