How ADDS Communications Improved Customer Satisfaction, Quality, and Performance

Why My Team Selected this Case 

My team selected this case study mainly because it focuses on customer service. Customer service is the most important factor in the success of any business. It is possible for a company to have the best products or services but it cannot succeed if the customer services are poor. A business can only build trust with customers if it offers quality customer services, especially in markets that are highly competitive. Quality customer service is the best tool that a firm can use to gain the trust of clients while at the same time enhancing customer satisfaction and loyalty ( Chopra, 2014) . Quality customer service also creates brand awareness, mainly through word of mouth (WOM) marketing. A company does not need to spend a lot of money in marketing activities and campaigns when it provides quality customer services. Therefore, my team chose the case because it focuses on the most sensitive component of the business operation. 

ADDS Communication performance and market share were declining because of the poor customer services ( Cruz & Dunn, 2014) . Hence, provides an opportunity for many readers to understand how to overcome some of the customer services challenges that are facing many firms like ADDS Communication. This is an interesting case for any person who wants to learn more about quality customer services. Specifically, the case was chosen because I will help the team to understand some of the elements and concepts of customer service. 

Case Introduction 

The case mainly focuses on the ways of improving quality customer services, satisfaction, and performance of a firm through the use of Performance-Centered Solutions Design (PCD). ADDS Communication is a firm that provides cables services at the national level ( Cruz & Dunn, 2014) . The company has been performing well until it realized that it was losing customers to rival firms in the same market. The trend is a concern to the company’s management. Consequently, ADDS decided to hire performance consulting firm known as Seguinot & Dunn to conduct a comprehensive survey and analysis with the primary aim of determining why the company was losing customers to competitors in the market. 

In order to find a solution to the problem, Seguinot & Dunn decided to use PCD solution and some data collection techniques that they deemed fit for the problem. Seguinot & Dunn identified a number of problems that were affecting the quality of customer services that were being provided by ADDS ( Cruz & Dunn, 2014) . The three main performance gaps that were identified include low first-call resolution, duplicate problem ticket, and low customer satisfaction ( Cruz & Dunn, 2014) . The consulting team designed a number of solutions that were aimed at addressing the problem that includes the utilization of blended e-learning PCD solution and modification of field technician iPads, including those of customer service representatives. Therefore, this a case that involved the use of a number of techniques to address customer service challenges or gaps that were facing ADDS that hindered its success in the cable market. The case explains and describes how Seguinot & Dunn used PCD solution to address customer service challenges at ADDS Communication. 

Problems/Issues in the Case 

The main issue in the case is the deteriorating quality of customer service at ADDS, which is making it lose market share to its competitors in the market. Consequently, its market share has been declining, as its customers are shifting to alternatives services and products that are offered by other companies. Poor customer services resulted in an overall declining in the performance of ADDS, making it lose competitive advantage ( Cruz & Dunn, 2014) . As a result, the company needed to identify barriers to the performance in order to improve its market share. The poor performance of the company is linked to a number of factors. However, one of the major factors is the inability of customer service representatives to provide fast and accurate first-call resolutions to the increasing number of calls from customers ( Cruz & Dunn, 2014) . The increasing volumes of calls also led to communication failure, leading to a loss in communication time. Besides, the poor performance was associated with low customer satisfaction, which was negatively affecting ADDS's reputation, operations, and efficiency ( Cruz & Dunn, 2014) . Therefore, the declining market share is the main problem in the case study. 

Another major issue in the case is the training of the customer service representatives. To prepared employees to assume the position of customer service representative, ADDS uses a four-week training program ( Cruz & Dunn, 2014) . Employees are expected to learn and master the company’s ACT1 automated data storage as well as call tracking system. However, ACT1 is a complex system that involves a lot many layers and steps, making hard for employees to master it within the four-week training program ( Cruz & Dunn, 2014) . Therefore, the problem that is affecting the quality of customer service in the company is the inadequate training of customer service representatives. Many customer service representatives are not able to use the ACT1 system because of its complexity, leading to poor customer service and satisfaction. 

Also, the ACT1 user manual that customer service representatives are expected to use is too long, making it hard for them in a high-volume fast-places customer service center ( Cruz & Dunn, 2014) . At the same time, the company does not have job aids that can be used by customer service representatives as a point of reference when addressing the concerns and issues raised by clients. Hence, lack of appropriate working materials is a problem that is affecting the quality of customer services at ADDS. The available working materials are not specifically designed to be used in a busy customer center like in the case of ADDS Communication. 

At the same time, the company does not have enough supervisors to guide customer service representatives, especially when they are facing some difficulties in their work. The available supervisors are not able to effectively address the high number of calls from customers ( Cruz & Dunn, 2014) . As a result, employees who may not recall some of the important procedure are most likely to get frustrated because of the failure to get the required assistance. Hence, customer service representatives in the company are subjected to an unfavorable working environment, especially regarding the availability of working materials and technical support. 

Explanation of Analysis Process 

The analysis process that was conducted by Seguinot & Dunn factored in both internal and external environmental factors that are likely to affect the performance of the company. Some of the internal factors that were considered in the analysis include knowledge and skills of employees, availability of relevant working resources, support from supervisors and the management, and the technologies that are used by the company, especially by its customer service representatives ( Cruz & Dunn, 2014) . Specifically, the performance consulting firm considered training programs that are available for customer service representatives. It considered whether the four-week training program was suitable for customer service representatives to master ACT1 system that involves complex and technical procedures. Seguinot & Dunn also analyzed the type of support that customer service representatives receive from supervisors, particularly in term of overcoming some of the challenges they face in the workplace. Besides, the team analyzed working materials such as ACT1 user manual and jobs aids ( Cruz & Dunn, 2014) . Therefore, the analysis process involved some crucial internal environmental factors that are likely to have a significant impact on the performance of the company, especially the quality of its customer services. 

At the same time, the analysis process involved external environmental factors. The main external factors that were factored in were the volume of calls from customers. An increase in the number of calls from customers is likely to affect the quality of resolutions that are provided by the customer service representatives. The analysis focused on whether the increase in the number of calls is affecting the quality of customer services ( Cruz & Dunn, 2014) . Besides, the study considered the attitudes and behaviors of clients when they are interacting with customer service representatives after making a request or raising a concern. 

Besides, Seguinot & Dunn analyzed the effectiveness of the solutions that it proposed to address the challenges that were faced by ADDS Communication. The team used Kirkpatrick’s four levels evaluation technique ( Cruz & Dunn, 2014) . The method is based on four elements that include reaction, learning, behaviors, and results. Furthermore, performance consulting team sought feedback from people who participated in the testing process through the use of interview and questionnaires. Hence, Seguinot & Dunn conducted a comprehensive analysis process by considering some factors while at the same time using different evaluation and assessment techniques. 

Results of the Case  

The primary objective of the case was to determine whether PCD solution could be used to address the performance gaps that were negatively affecting ADDS's performance. The final result showed that PCD solution significantly increased the resolution rate from customer service representatives while at the same reducing the rate of second-level resolutions ( Cruz & Dunn, 2014) . The case also found that PCD helped in increasing customer satisfaction, leading to a substantial time improvement on service calls. Generally, the analysis found that PCD solutions can effectively be used to close the performance gaps in companies like ADDS that are facing customer service challenges. 

Synthesis of the Case 

The case shows that PCD can be used to address some customer service challenges that companies may encounter as they strive to achieve their set goals and objectives. However, it is crucial for the performance consulting team first to identify the performance gaps that need to be addressed. Seguinot & Dunn identified three main performance gaps that were hindering the success of ADDS, especially concerning the provision of quality customer services ( Cruz & Dunn, 2014) . Also, it is essential to conduct thorough and comprehensive environmental factors that are likely to affect the quality of customer services as well as the general performance of the company. Seguinot & Dunn analyzed both internal and external environmental factors to gain an in-depth understanding of the situation ( Cruz & Dunn, 2014) . Understanding the environmental factors affecting the performance of a firm helps in coming up with viable and the most suitable solutions to the identified problems or issues. The case concluded that PCD could increase the resolution rate for customer service representations while at the same time enhancing customer satisfaction. 

Suggestions to Improve the Process/Methods/Approaches Used in the Case 

PCD is one of the best tools that firms can use to improve their performance ( Gery, 2002) . Seguinot & Dunn has come up with practical solutions that can assist ADDS to address some of the performance challenges that it is currently facing, especially in its customer services department. Nevertheless, some suggestions will make PCD more effective in achieving the intended purpose. First, it is essential for Seguinot & Dunn to create a clear statement on how users will benefit from the PCD solutions that it proposed in addressing the performance. It is crucial for Seguinot & Dunn to develop positive attitudes among end users of PCD before coming up with the actual solutions. In many cases, the end users preserve their attitudes, which may be positive or negative, towards PCD solution based on the experience they have with it. Therefore, to enhance the success of PCD solutions, Seguinot & Dunn must first create a positive attitude towards the PCD solutions among customer service representatives and field technicians. Failure to develop a positive attitude is most likely to lead to resistance from end-user, resulting in a breakdown of the proposed solutions. However, to create a positive attitude towards the PCD solutions, Seguinot & Dunn must produce and communicate a clear link between the end-users’ motivation drivers and the benefits that are likely to be gained by employees when they implement the solutions ( Gery, 2002) . Customer service representatives and field technicians must be motivated to use embrace and enforce the proposed PCD solutions. 

The second primary suggestion regarding PCD solutions is matching the solutions with the experience, skills, and knowledge of the end-users, which in this case our customer service representatives and field technicians ( Gery, 2002) . It is clear from the case that those customer service representatives at ADDS do not have enough knowledge and experience on how to use ACT1automated data storage as well as call-track systems used in the company, causing poor customer services and low customer satisfaction. Hence, the solutions should match skills, knowledge, and experience of the target. Alternatively, one of the main proposals should be to retrain customer service representatives and field technicians on how to execute the recommendations. User-centered solutions are more effective in improving performance and can lead to long-term success in the organization ( Venturi, Troost & Jokela, 2006) . On the contrary, solutions that are insensitive to end users are not likely to succeed in achieving the set objectives. Therefore, PCD solutions must be user-centered to enhance their effectiveness in improving performance at ADDS. 

Thirdly, customer service representatives and field technicians should actively be involved in the formulation of PCD solutions. It is vital for Seguinot & Dunn to give the end-users the opportunity to suggest some of the solutions that they would prefer to be implemented to improve performance in the company. End users should not only be allowed to recommend solutions, but the viability of their proposals should be taken into consideration when coming up with the final solutions to the identified problems or issues ( Kujala, 2003) . Besides, customer service representatives and field technicians should be informed of the performance benefits. Involving employees in suggesting solutions is also beneficial because it reduces the chances of resistance that may hinder the success of PCD solutions ( Jaycox et al ., 2006) . Therefore, main suggestions revolve around the formulation and implementation of PCD solutions. 

Besides, it would have been appropriate if Seguinot & Dunn involved main stakeholders in collecting data and information on some of the factors hindering the performance of ADDS, making it lose competitive advantage in the market ( Hamilton et al ., 2017) . Seguinot & Dunn has only described performance gaps that it identified after gathering information. The Performance consulting team has not explained how it arrived. However, to gain an in-depth understanding of factors and issues making ADDS lose its market share to competitors, Seguinot & Dunn should have collected data from both relevant employees and the management. Customer service employees could help in the accurate identification of the performance gaps. Both personal interviews and questionnaires could have been used to gather data from employees. One of the main advantages of using open personal interview is that it allows the collection of in-depth and detailed information from interviewees. In addition, questionnaires could have given Seguinot & Dunn the opportunity to collect data from a large number of employees and other relevant stakeholders. Relying on in-depth information from employees would have been used in the identification of the performance gaps ( Hamilton et al ., 2017) . It is possible that the performance consulting team identified not all performance gaps. 

Seguinot & Dunn only involved customer service representatives and field technicians in testing the viability and effectiveness of the PCD solutions ( Cruz & Dunn, 2014) . Even though customer service representatives and field technicians who will implement the solutions, involving customers was crucial in the testing stage ( Manral & Harrigan, 2017) . Seguinot & Dunn should have included a small group of customers in the testing stage to determine the effectiveness of the solutions in addressing specific needs of clients. The PCD solution should be not only user-centered, but also customer-centered. One of the main advantages of involving customers in the testing stage is that it helps in the identification and addressing challenges that may hinder customer satisfaction ( Lee et al ., 2012) . Customer-centric strategies and solutions are crucial in improving organizational performance. 

Also, Seguinot & Dunn used interview and questionnaires to evaluate the effectiveness of the proposed solutions in addressing the performance gaps. Although interview and small questionnaires can effectively be used to assess the efficacy of the solutions, Seguinot & Dunn needed to incorporate direct observation in the evaluation process. An evaluation also required direct observation of customer service representatives and field technicians while implementing the solutions in their workstations. Direct observation is important because it involves evaluating employees in real life situation and it helps in the determination of validity and in-depth understandings ( Boyko, 2013) . The above suggestion could have assisted in improving the effectiveness of the PCD solutions. 

Conclusion 

Quality customer services play an important role in the success of businesses across industries. Quality customer service does not only help in improving customer satisfaction, but it also enhanced brand awareness and loyalty of clients, leading to a competitive advantage in the market. ADDS is an example of companies that have lost their competitive edge after the quality of their customer services declined. However, many strategies can be used to improve the customer services and general performance of firms like ADDS Communication. PCD solution is one of the best methods that can assist in enhancing organizational performance, including quality of customer services. Seguinot & Dunn successfully used PCD solutions to close performance gaps that were hindering the success of ADDS Communication. Besides, it is crucial for performance consulting teams like Seguinot & Dunn to involve employees and customers in the formulation and implementation of PCD solutions. The solutions should be user-centered and customer-centric for them to have long-term and sustainable success on companies like ADDS. 

References 

Boyko, E. J. (2013). Observational research opportunities and limitations. Journal of Diabetes and its Complications , 27 (6), 642-648. 

Chopra, K. (2014). An empirical study on the role of customer service in delivering satisfaction at branded retail outlets in Pune. Procedia Economics and Finance , 11 , 239-246. 

Cruz, A. S., & Dunn, D. (2014). Case Study: Improving Customer Satisfaction, Quality, and Performance Using Performance ‐ Centered Solutions at ADDS Communications. Performance Improvement , 53 (8), 19-23. 

Gery, G. (2002). Achieving performance and learning through performance-centered systems. Advances in Developing Human Resources , 4 (4), 464-478. 

Hamilton, A. B., Brunner, J., Cain, C., Chuang, E., Luger, T. M., Canelo, I. ... & Yano, E. M. (2017). Engaging multilevel stakeholders in an implementation trial of evidence-based quality improvement in VA women's health primary care. Translational behavioral medicine , 7 (3), 478-485. 

Jaycox, L. H., McCaffrey, D. F., Ocampo, B. W., Shelley, G. A., Blake, S. M., Peterson, D. J. ... & Kub, J. E. (2006). Challenges in the evaluation and implementation of school-based prevention and intervention programs on sensitive topics. American Journal of Evaluation , 27 (3), 320-336. 

Kujala, S. (2003). User involvement: a review of the benefits and challenges. Behaviour & information technology , 22 (1), 1-16. 

Lee, J. Y., Sridhar, S., Henderson, C. M., & Palmatier, R. W. (2012). Effect of customer-centric structure on firm performance. Marketing Science Institute Working Paper Series , (12-111). 

Manral, L., & Harrigan, K. R. (2017). A corporate advantage in customer-centric diversification. Journal of Strategic Marketing , 1-22. 

Venturi, G., Troost, J., & Jokela, T. (2006). People, organizations, and processes: An inquiry into the adoption of user-centered design in the industry. International Journal of Human-Computer Interaction , 21 (2), 219-238.