Dissertation Project

CUSTOMER SERVICE AND RELATIONSHIP MANAGEMENT

SUBMITTED BY:
ASHABATI PRADHAN
ROLL NO. 2106399005

UNDER THE GUIDANCE OF:

MR. GYANENDRA BEHERA

BIJU PATNAIK UNIVERSITY OF TECHNOLOGY ,ROULKELA

Certificate
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This is to certify that the project titled “CUSTOMER SERVICE AND RELATIONSHIP
MANAGEMENT” submitted by Ashabati Pradhan in partial fulfillment of the requirements for the
Degree of Master of Business Administration at the Sri Institute of Management is a research
work carried out by him under my guidance. Any material borrowed or referred to has been duly
acknowledged.

Signature of Guide Signature of HOD Place:

Date:

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 Declaration

I Ashabati Pradhan, 2106399005 student of Sri Institute of Management would like to state that I
have pursued research project under guidance of Mr. Gyanendra Behera. The report of the project
work entitled ‗ Customer Service And Relationship Management ‘, is based my own work carried
out during the course of my training.

I assert that the statements made and conclusions drawn are an outcome of the project work. I further
declare that to the best of my knowledge and belief that the project report does not contain any part of
any work which has been submitted for the award of any other degree/diploma/certificate in this
Organization or any other Organization.

Date :
Ashabati Pradhan
2106399005
Sri Institute of Managemet
Komand, Nayagarh.

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 Acknowledgement

“Successful passage and outcomes of every work comes with dedication, determination and team
work. All these turn futile in absence of a visionary guidance.”

I gratefully acknowledge my profound indebtedness towards my esteemed guide, Mr.

Gyanendra Behera for his invaluable guidance, excellent supervision and constant
encouragement during the entire duration of the project work. This project would never have
been possible without his guidance and supervision.

I also express my sincere thanks to Prof. P.C SWAIN, Head of Department and all the faculty
members of Sri Institute of Management.

And last but not the least I am heartily thankful thanks to my beloved parents for their
blessings and wishes for the successful completion of this project.

ASHABATI PRADHAN

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 CONTENTS

1 INTRODUCTION................................................................................................................................1
2 CUSTOMER SERVICE MANAGEMENT.......................................................................................3
Service breakdown.............................................................................................................................................5
Excellence and success.......................................................................................................................................6
Benefits to the business firms............................................................................................................................8
Meeting the customer expectations..................................................................................................................9
3 CUSTOMER RELATIONSHIP MANAGEMENT (CRM)...........................................................11
Types of Customer Relationship Management.............................................................................................13
Analytical and collaborative...........................................................................................................................13
Operational and geographic...........................................................................................................................15
Sales Intelligence..............................................................................................................................................16
Management software.....................................................................................................................................18
CRM as a sales strategy..................................................................................................................................19
4 H & A TEAM OY..............................................................................................................................21
Historical background...................................................................................................................................n21
The core values.................................................................................................................................................22
Awards and success factors.............................................................................................................................22
Services for business and environmental preservation................................................................................23
5 RESEARCH METHODOLOGY-STUDY.......................................................................................25
Qualitative Research Technique....................................................................................................................26
Reason for use of qualitative research technique.........................................................................................26
Benefits of qualitative research technique.....................................................................................................27
Data collection..................................................................................................................................................28
Challenges faced during data collection........................................................................................................28
Studies carried out...........................................................................................................................................29
Interview 1 30
Interview 2 32
Interview 3 34
Interview 4 36
Interview 5 38
Interview 6 39
Evaluation of the research..............................................................................................................................40
Analysis and results.........................................................................................................................................40
6 CONCLUSIONS................................................................................................................................42

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REFERENCES......................................................................................................................................43
APPENDIX

FIGURES
FIGURE 1. Customer service virtuous cycle...........................................................................................................4
FIGURE 3. Customer enterprise architecture..........................................................................................................8
FIGURE 4. How to manage customer expectations..............................................................................................10
FIGURE 5. Management Information, Customer relationship management........................................................12
FIGURE 7. Ingredients of CRM............................................................................................................................20

TABLES
TABLE 1. Research study evaluation....................................................................................................................30

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1 INTRODUCTION

In the business industry satisfaction of the customers and their relationship with the business
is the key factor that every service provider looks upon to deliver the best. There are different
ways and means of achieving this. This thesis focuses on the customer service and the
relationship management as far as customer care and satisfaction are concerned. The
information obtained from the study was quite enthusiastic as the quality customer service
starts from the small factors that one does to satisfy its customers.

The aim of this thesis is to emphasize how a good customer service can be implemented in
the business organisations to give the best customer satisfaction and growth of the business.
The objective of the this is to find out how customer service and the relationship management
is essential to customer satisfaction and development of the organisations. The study has been
carried out in six different companies that operate in the business to business perspective to
find out how the topic of study goes with the business operations in the real market and the
current changing business techniques in the market at large.

The theoretical part covered in chapters 2 and 3 of this thesis is basically on the customer
service and the customer relationship management. The theoretical writing is for the key
knowledge understanding and being conversant with the terms of study. It carries on in depth
learning of the customer service and relationship management. The key definitions of terms
and their relevance has been the main factor for these two chapters. The theoretical work was
carried out with the aid of reliable sources, that is from books to the online materials that
supported the two, customer service and relationship management.

The research study was carried out with the use of the qualitative research method. The study
was carried out among the six companies whose main business operations are on the business
to business perspective aspect. This thesis research study was majorly covered with the use of
the interviews. Twenty questions basing on the topic were formulated which were used for
the whole entire research part for the six companies used for the study. The research was
carried out in different locations and times, the results obtained were then combined and
compared together and their relevance to the topic has been given in chapter 5.

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The commissioner of this thesis was H&A Team Oy. The company majorly operates in the
business to business perspective. The company majorly operates in the Helsinki region and its
surroundings to deliver the customer service to its clients on a daily basis of the business
operations. The reason for having chosen the company is because of its enormous growth and
expansion in the business sector. The company has been operating for the past fifteen years
since its inception. It employs staff from different nationalities hence a reason that it gives it
an advantage to have quite a different service combined from different staffs from different
nationalities. Service delivery and customer satisfaction is a priority to consider, the
customers come first.

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2 CUSTOMER SERVICE MANAGEMENT

Customer service can be described as one of the factors of ensuring that the customers are
satisfied with the product or the services offered by the concerned party. The customer
service takes place in different perspectives during day to day transactions and the activities
taken in a day. The customer service takes place in different ways for example ranging from
in-person interaction, the phone calls between the customers and the service providers, the
self-service systems or by any other means that lead to the customer satisfaction. The authors,
Gary Armstrong and Philip Kotler explain well about the customer satisfaction in their
writing that to achieve a reliable full customer service, customer satisfaction needs to be fully
taken care of where it depends on the product’s perceived performance in delivering value
relative to the expectations of the buyers. If the performance of the product falls short of the
customer’s expectations, the buyer will be dissatisfied and if it matches the customer’s
expectations, the buyer is satisfied. When the performance exceeds the customer’s
expectations, the buyer will be delighted hence the customer gets fully satisfied and reliability
from the party delivering the services. (Armstrong & Kotler 1999, 8.)

Efficient customer service delivery to the clients takes the full responsibility of the
responsible personnel in delivering the quality of the services to the desired people in the
market. To achieve this there is a need of the full commitment of the relevant given
authorities within a given period, hence quality service delivery. Quality service delivery
relies heavily on the employees of an organisation in response to the managerial needs.
Having the employee and upper management responsibilities is not only enough as there is
need for accountable customer satisfaction to ensure that employees provide exceptional
customer service to every customer all the given time. A qualified well-trained frontline
employee is the key to the customer satisfaction in the firm, well knowledgeable and engaged
managers on the other point are the key to the well-trained employees responsible for
delivering the services to the customers at a given specified period. Evenson in his book
elaborates that by effective training, observing, and motivating, the employees learn to do
their best and this results to the level of customer service that both the company and the
customers expect. (Evenson 2011, 15.)

Managing the customers service requires soft skills, in this case the soft skills encompasses
listening, empathy, interpersonal communication, team building, group dynamics, sensitivity

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to others, compassion, integrity and honesty. The companies use the soft skills in foreground
technique as critical to business success and have continued to show prominence achievement
in the global economy. Kamin in his book explains that how the companies define the skills
exceeds previous definitions, and the testimony to the importance of soft skills have garnered.
The types of skills that the companies are looking at now reflect the changing nature of the
society and the business. These are mostly related to personal growth and have emerged to be
essential to business and community organisations, hence they have changed to be more than
just reading and writing. (Kamin 2013, 10.)

A great customer service and support leads to happy customers, without human capital to
supply the responsive support, customers would have no incentive to stay hence a reason to
move to the competitors. A human capital and empowerment of the employees is the key role
to delivering a satisfiable work to the customers. The customers happiness is the business
driver it gives the business a feedback on how the services offered whether satisfiable or not.
The customer service virtuous cycle below elaborates on how customer satisfaction and
loyalty can be achieved. (Burroughs 2015, 1.)

FIGURE 1. Customer service virtuous cycle (Adapted from Randy Burroughs 2015, 1.)

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Service breakdown

Based on the customer sub-division, the customer service is an important part of maintaining
the ongoing client relationships that are majorly the key to continue the revenue returns to the
service providers. As for the customer satisfaction breakdown, many of the service firms have
worked hard to develop and ensure that the customer satisfaction and their needs are
increased and fulfilled at a given period. Even though the service companies have many of
the operating personnel working behind the scenes, it is clear that a few personnel interact
with the customers that normally leads to the formation of the customer’s perception and own
view of the company in the operating environment and the field of the service delivery. To
achieve the service breakdown in the field of personnel service delivery, Sisson & Storey
(2000) in their book explain that all organisations comprise unique bundle of assets and their
access to such resources and ability to make effective use of them provides an essential
source of the firm´s competitive advantage (Barney1991; Grant 1991).

Service breakdown focuses on the value that the customer has to an organisation. The
customer´s value can be created, destroyed, and can be ignored at any customer management
stage, while most of the values are created by the organisations that compound value creation
at each CM stage by using and building on the gains created by the company. Maximum
value of the model occurs when all the elements are managed together rather than
independent parts. Joined-up management creates maximum value. Good proposition helps to
shape the organisation and align the people, processes, and the technological infrastructure.
Good measurement improves the customer management activities. (Woodcock, Stone & Foss
2003, 43)

In service delivery to the customers, at times not all the customers can be satisfied at a certain
standard level. In business sector, there are uncertainties that could happen in line with the
operation of the business. When such situations happen, it could lead to the consequences of
the clients to even cancelling the contracts. To resolve this on time before it gets too far, one
must empower the employees to make instant decisions when the customers complain or
when the situation that could escalate. One has to make an effort to fix the problems rather
than telling the customers problems will be fixed. The figure below on handling the
customers complaints elaborates on how the service breakdown could be resolved on time.

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 FIGURE 2. Complaint handling. (Adapted from slideshare.net/neel9punedost/complaint-
handling 2013.)

Excellence and success

For any business to enhance and achieve excellent customer service, some of the customer
service quality should be observed by both parties. Such factors could be performed through
the provision of outstanding customer service. Developing good customer service interaction
with the customers can mean a big difference between the retaining or the losing of the
customers in the business within a given period, hence the need to nurture and develop good
customer service relationship with the customers. Involvement and participation of each of
the parties can determine the achievement and the success to the firm. It as well results to the
full satisfaction of the customers. Through the direct participation of the members, the
business performance can be improved. (Marchington & Wilkinson 2000.)

The customer excellence and success rely heavily on how the customers are treated and
served with the kind of services they expect from the service personnel in any service firm
and organisation. The major key to high and quality customer satisfaction is by adjusting to
the customer´s style and expectation. During the customer satisfaction process, the author
Mitchell Dave explains in his book that there are some factors that should be applied to get
desired feedback and the results. The highlighted factors here are that, behaviour breeds
behaviour,

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this is applicable in such a way that when the customers are treated in a satisfactory manner,
the positive result will be clearly noticed on how the customers would be responding from the
service reaction. Positive behaviour overcomes the negative behaviour, this is in the case that,
if the service personnel at a front desk treat and serve a customer in a happy mood and to the
customers desire, then if the customer had a bad impression or a negative thinking about the
company, when the person is satisfied, the person will have a different information to give
after the service delivery, hence good behaviour can change the customer´s mind way of
thinking and salvage the company or even an organisation from the capsizing bad
information from the customers. Romantics are the most loyal of consumers, recognising
them and showing appreciation to all the customers can work very powerful and enable the
company to go a step ahead of its competitors. Customers need to be provided with the
accurate information and all what is said should be an implied promise as the expectations
should be met on time. The expert type of customers values what they know to be true, more
service delivery builds customer´s credibility. In achieving the customer satisfaction, there is
need of consistency in the service delivery, making a small mistake or falling short can
change the minds of customers and tarnish the name of the organisation completely.
Listening to the customers ‘point of view at some point is very important as they can express
all their ideas and suggestions. Customers need attention, by listening and serving them
consistently can enhance them reduce any chances of any mistake that may arise. Finally, in
service delivery field, one must apologize, solve and be thankful to the customers if the
maximum satisfaction to the customers is to be met, when a mistake or an error occurs,
customers should be apologized, and explanation of the situation given to them. The problem
that may arise from the customer´s side should be solved and fixed in the exact way the
customer wants. Thank the person after the delivery of service, the person will know that they
are being taken care of, hence this will result to a good reputation about the company. (Dave
2013, 172-178.)

To achieve an excellent and a successful customer service to all the clients to one’s business,
one must observe the key policies that drives up the business. Evaluation of the whole
process must be highlighted before the initial operation starts. Figure 3 below has been used
to explain how excellence and success in service delivery can be enhanced.

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 FIGURE 2. Customer enterprise architecture. (Adapted from Tom Graves 2016.)

Benefits to the business firms

The customer service in a firm or in any organisation plays an important role in facilitating
the success of the business. The customer sales representatives handle different issues of the
organisation, some of such instances and factors range from one to another, some of them are,
solving of the issues over the mails and the making of the phone calls and even through the
skype for business. Enabling and developing good customer service in an organisation is one
of the most important factors to be taken into consideration, in any firm or an organisation.
This is because the customer service section handles the customers’ issues for example
questions asked by the customers and making of the different payments at the counters. To
deliver such quality and efficient services, there should be a good relationship between the
working personnel and the human resource management in the organisation. (Storey 1992,
35.) Customer satisfaction is achieved by following a step-by-step process, as there is always
a distinct relationship among quality, customer service and customer satisfaction.
Considering the service and quality, what the customer says needs to be served not what the
service provider desires to but keen, obeys and respects the customers decision and choice of
the service desired. Satisfaction to the customer is the perception of the expected services
have been provided and met. Providing quality customer service is automatically followed
by satisfaction to the

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 customer, whereby it results to the satisfied customers to even bringing in more customers
through recommendations and good reputations. The service system must be put in place to
measure customer satisfaction. In developing the service system within an organisation, one
must follow and plan at each point of the system implementation. There is need of total
commitment and should begin from the top, that is the CEO or the highest rank position in
the organisation. One has to know the customers well and develops standards of service
quality performance, customers ‘matters should be handled as soon as possible to enhance the
service quality. Customer service systems must be motivated by hiring, training, and
compensating the staff, rewarding service quality accomplishments, staying close to the
customers, and finally working towards continuous improvement of the whole system.
(Richard 1993, 12-18.)

Meeting the customer expectations

When it comes to the matters concerning the customers, all their expectations from the
customer service point should be satisfactory at any given point, since the customers’
personnel have the mandate to solve the problems and to meet their needs at the point of
service. Portraying a good picture to the customers through the problem solution is a turning
point to the organisation or the concerned firm. As per the case, when a customer faces or has
problems, what they do expect is the fastest and quick resolution and a well elaborated
engagement process. In provision and meeting the customers’ requirements and providing a
long-lasting solution, the customer agents need to have the real-time metrics and a real-time
collaboration mechanism which is not only available through the traditional means but can be
met as well through other fields and techniques, this way allows essence to the customer
service delivery leading to the maximum customer satisfaction. For the customer expectations
to be met, there should as well be a collective and individual management within the
organisation concerned with the service delivery. (Llyod & Newell 1998.)

Customer expectations and their satisfaction is the key enhancement to the customer service
delivery. Meeting the customer expectation, one needs know what the customers really need
at a given time. There is a need to knowing the targets well to execute the services fully and
meet their needs, one can be able to explain problems that may be unique to the customers.
Asking enough questions of customers and co-workers is worth it as it will reduce the stress
in meeting the customer needs. Work would be much easier once people, including those in
the
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organization and in the personal life, articulate specifically what they expect and what would
satisfy them. (Scott 2000, 52.)

Figure 2 below illustrates how expectations of the customers can be met and achieved in each
time. Customers’ expectations can be easily achieved by covering more solutions to the
problems they have. The employees who deal with the customer on the frontline should have
alternatives when customers demand and asks for something that cannot be met at the current
time. Transparency must be considered in delivering services to the customers, trust with the
customers can be met when the companies delivering services to the customers have tangible
values and policies that govern their service delivery to the customers. Giving clear timelines
on what is happening is one way of building trust instead of keeping the customers waiting
for long periods without explanation. This way the customers get tired and might to interest
being lost and expectations not being made. For maximum customer expectation to be made,
one must be realistic and optimistic that a certain problem will be fixed in a moment, or
further instructions and explanations should be given to make the customers aware of what is
going to be the outcome.

FIGURE 3. How to manage customer expectations (Adapted from Michele McGovern 2017.)

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3 CUSTOMER RELATIONSHIP MANAGEMENT (CRM)

Customer relationship management can be explained as the practises and methods that are
used to maintain and enhance the customer’s interaction by the companies and organisations.
It is basically used to analyse the relationship between the customers and the service
providers and as well as the data throughout the customer’s life cycle, with the main objective
of developing and improving the business relationships with the customers, improving
customer retention, and as well driving the sales growth to achieve the best in the competitive
markets. By observing such terms and the requirements, the system enables the companies
and organisations using this model of customer relationship to retain most of their customers
and even to expand their marketing and sales territories through the customer’s reputation
from the experience. For the enhanced good customer relationship to be realised, strategic
approach that emphasizes the disciplines of planning as compared to the properties of a
model as considering the organization´s own unique human resources. (Becker & Huselid
1998, 85.)

The system of managing the customer relationships is normally designed in such a way that
the information from the customers are compiled in different ways, such as using the
company´s website, use of the social media, materials used in the marketing, the direct mail
system usage and as well use of the phone calls between the customers and the service
providers. A good customer relationship helps to retain the customers, in this case managing
the customers means managing the demand. Losing a customer means losing a single sale
hence losing the entire stream of purchases that the customer would make over a lifetime of
patronage. (Armstrong & Kotler 1999, 15.)

Management of customers within a business relationship perspective lies on several elements

that the company in question desires to uphold for them to enhance a good relationship with
their esteemed customers. Retention of customers is the key to maintaining a health customer
relationship. In a situation where the business is not able to gain any new customers, it could
be challenging for most of the businesses, but considering the need to highly maintain the
current customers, the proportionality of the success of an organisation would be the same as
at the current situation of the business. Customer retention enhances the relationship between
the relevant parties within the business or any organisation sector, hence a factor to consider
in building the customer relationship. Developing customer potentials goes hand in hand
with

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customer relationship development as an infrequent customer can be turned into a casual
higher spending and frequent referring advocate. The other factor to consider in relationship
management is the de-selection of customers, it is of the great benefit to the organisation
when it puts more efforts into the existing customers with the greatest potential. Customer
lifetime is one of the biggest revenues the customer can spend with the business or a given
organisation directly or through the referral recommendations over a nominal period which
could be up-to a period of ten years. The more frequently the customer buys from a certain
firm, the more the loyalty and relationship develops and builds. (Roberts 2001, 4.)

Customer relationship management as elaborated by the figure below is the key enterprise
application module that managers the company’s interactions with the current and the future
customer through organization and the coordination, sales and marketing, provision of better
customer services in beside with the technical support. A key strategy to acquiring, retaining,
and collaborating with selective customer to create superior value for the company and the
customer. A key factor to service customer support, retention, and loyalty.

FIGURE 4. Management Information, Customer relationship management (Adapted from

tutorialspoint.com/management_information_system/customer_relationship_management.ht
m 2018.)

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Types of Customer Relationship Management

The customer relationship management has different and varied types that leads to
satisfaction of its customers basing on the applicable type at a given time. In enhancing the
relationship between the business partners, one must keenly observe the type used in the
extermination of the services to their customers. Understanding the different distinctive types
of the customer relationship management is a benefit to the customers and the service
providers. It enhances on the maximization of the customer lifetime, which enables an
organization to recognize that not all customers are equally profitable and that it must devise
strategies to enhance the profitability of those customers it seeks to target. The loyal
customers are intangible asset that adds value to the balance sheet as they represent the
goodwill earned by the brand, hence, a good reason for understanding the classification of the
CRM types in the chain management in rendering the services to the clients. (Payne 2005, 9.)

A clear understanding of the CRM is required for one to assess its proper application.
Knowing the CRM as a business strategy that helps in maximizing profitability, revenue, and
customer satisfaction by organizing around customer segments, fostering behaviour that
satisfies customers and implementing customer-centric processes is a key factor that enables
to render services fully to the customers. It is both a business approach to improved
management of customer operations and a collection of technologies to assist in automating
the operations delivered to the customers. (Bligh & Turk 2004, 7.)

Analytical and collaborative

Analytical customer relationship management is designed to analyse deeply the customer´s

information and data and disclose essential intension of behaviour of the customers on which
capitalization can be done by the organization. A need to find new sources of revenue is one
of the fundamental requirement for business growth in every given aspect of business. In this
perspective it enhances on reaching to the current customers and prospects in ways that will
encourage them to do more business with the organisation. Analytically, from the customer´s
perspective, there are certain choices in products services, delivery, and packaging that the
effort of an organisation to sell more products may result in onslaught of the information,
which may lead to a confusing information. As far as the business perspective is concerned,
there are

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several points as well to consider, where the information is exchanged between the business
and the prospective and current customers, the customer support centres, direct mail,
telesales, direct sales, e-commerce, and the business website pages accessed by the
customers, hence might be challenging factors to figure out which methods deliver the best
results. (Teklitz & McCarthy 2001, 277.)

The acquisition of customers is at the fore of any organisation in designing the CRM
campaigns. Through the current years, the customer acquisition techniques have evolved over
time spurred by technological advancements and customer heterogeneity. Basing on data
improvements collection capabilities. Storage data capabilities, ability to analyse the
collected data, and customer profiles, hence the factors have paved the way to increasing the
intricate and focused acquisition techniques. In attaining competitive acquisition technique,
there is a need for organisation to implement mass-level strategies to foster the market
organisational development. (Kumar & Petersen 2012, 13-14.)

The collaborative CRM deals with the integration of the customer interaction and the
communication channels for example through the phone, email, website, and faxes. Main
agenda of this part is to refer the customers in systematic and consistent manner. Primarily it
maximizes profitability, revenue, and customer satisfaction. Certain technologies support the
business organisations, for example gaining customer attention, storage and analysis of
customer satisfaction, and internal process information. The critical and important part of the
type of the CRM above, is the combination of software installation with the customer-
oriented strategies. Basing on technology, it is one of the powerful tool to support the CRM
initiatives and with no alliance, the tool of less benefit to the organisation business or to the
company. The type of CRM particularly supports the processes performed at the office level,
that affects the activities of the customer and enhancement of the customer relationship. The
CRM type addresses on the maintenance, planning, marketing, advertising, finance, billing,
invoicing, and information technology. Enhances on various departments in the business to
share useful information which serves to improve quality of customer service delivered to the
clients. Implementation can be done through basic software or in more complex installation
depending on the requirements of a company. The customer relationships, customer
experience, and customer value highlighted by the CRM type shows how the current business
situation undergoes vast cultural shift transforming from the mass marketing to the product-
siloed thinking of the industrial age to the customer-based culture of the information age,
analysing

14
primary goal to build relationships with individual customers who become more valuable to
the enterprise. Current market situation has enhanced the organisations to being customer
centric without being controversial where the employees are perceived to mater in
comparison to the customers, since with no engaged employees, the enterprise might face a
hard time in delivering the services to the customers and the desired consumers of the
products. (Peppers & Rogers 2010, 37-40.)

Competitive market situation in the current business development opportunities forces the
companies to come up with new marketing techniques that can enable them to survive
through the competitive marketing storms. Due to the highlighted above factors, it forces the
business organisations to develop innovative marketing activities to capture the customer
needs and improve customer satisfaction and retention for long term benefits for both parties,
hence improving marketing decision support. Organisation managers are faced with rapidly
changing competitive marketing environment., hence being forced to become more
competitive through better and critical decision making. Hence the managers need to
implement the collaborative CRM in their take in the business organisations managed.
Angela Hausman elaborates better in the journal writing of Doing business in a Digital
World. (Hausman 2005, 226.)

Operational and geographic

Operational CRM type focuses on improvement, automation, and enhancement of business

processes based on customer support. The part of the CRM majorly focuses on the customer
attraction, customer analyzation and customer satisfaction. The section majorly caters on
basis that leads to customer care taking and provision of customer support. It is one of the
tools that helps solve organisational problems. Operational CRM works in a customer and
organisational convenient benefits that helps to save time and resources. The customers can
easily access what type of services they may require on the business website without
necessarily having to make the phone calls to the organisation to make enquiries. The
Operation focuses on the framework and objectives established for the operational businesses
processes and initiatives. Information and analyses obtained must be directed at changing and
managing business processes towards strategic objectives that can enhance the organisation
achievements. (Laursen & Thorlund 2010, 4-7.)

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The geographic CRM combines the geographic information system and the traditional CRM.
The data is analysed to provide the snapshot of potential customers in a region or to plan
routes for customer visitors. Bases on the geographic and the traditional systems and focuses
on the geographical data being analysed to provide the snapshot of the potential customers in
each region and in the planning of the routes for the visits by the customers. The part covers
on the front office operation, relationships concerning business, analysis and as well as back
office operations. Majorly checks on the planning, marketing, and billing information. A need
of interaction with other companies and partners as well. The key players in the relationship
are suppliers, vendors, distributors, and industrial works. Data analyses checks on the Target-
marketing campaign, business strategies, success of business strategies. The Geographical
CRM operates on the coverage of the information systems of the information and its
centralized centre of the information. There is a need for the organisations to carry out
integration process of the type and its implementations. It enhances on the collaborative
models among the firms not necessarily operating in the same supply chain. The development
of the above type evolves and grows with time with the necessity of its integration. (Mangal
& Karmarkar 2006, 39-46.)

The CRM enhances on the development of the interactive customer relationships to strategize
marketing of an organisation basing on locations, where the consumer is perceived to be
either proactive or reactive in relation to the marketing communications, the differential part
is on the approach taken by the customers within the interactive media in contrast to a passive
between the ears effect. Customer reaction could be for example, the consumer being exposed
to brand- sponsored communications and actively discussing on the social media blog posts
publishing and making searches relating to the communications. A proactive consumer bases
on the consumer initiating the cycle without being exposed to any communications sponsored
by the brand for example through reaction to the blog post not sponsored by the marketer or
to positive or to negative feedback related to the brand product from a consumer colleague.
(Ståhlberg & Mailla 2013, 5-6).

Sales Intelligence

Many organisations face a challenge of identifying their esteemed customers, that use their
products and the services. Empowering the sellers with better information about the prospect
companies, markets and individuals, the firms shall be able to maximize their chances of
hitting

16
their target and to create efficiencies within the sales operational environment. The sales
intelligence CRM part bases on data science to improve the sales efforts within the
organisation. Sales intelligence CRM enhances on the customer development progresses and
adhere to the customer needs and requests at a given period, to maintain the relationship
management between customers and the organisations in question. Analyses on sales
concerns by the customers. (Glass & Callahan 2014, 16-19.)

Sales Intelligence focuses as well on the intelligence of the business, bases on the practical
point where information examining is worth to use on how value is created within an
organization. Different perspective of information intelligence counts when it comes the
CRM type mentioned above, which enhances on the sales aspects of an organisation towards
achieving and meeting the customer satisfaction. There are different information perspectives
values that is a concern to the sales intelligence CRM, functional, cross-functional, and
enterprise perspective. The earlier bases on the tasks relating to business functions for
example, sales, marketing, and finance. The transactions and operational applications
executing data for specific tasks on a set period, Once the transactions are completed, the data
associated can be archived for future references. The cross-functional perspective analyses on
the complex information technology applications, the enterprise resource planning systems,
that oversees end-to-end processing of a sequence of operations. The data in this part is only
not used to run the business it is as well used to monitor how well the business is run. The
enterprise perspective focuses on how the organization can change and improve how to
improve the way things are done. Through reviewing of the key performance indicators, the
managers can seek to understand where bottles and the challenges and to determine
approaches to alleviate their root causes. At this point, the data may not only be used to run
the business, the data is used to improve the business. (Loshin 2012, 15-19.)

The figure below highlights the combination of the above-mentioned types of the customer
relationships management. The CRM specifically helps a business organisation to run
effectively and to manage the current changing trends in the business technological
advancement.

17
 FIGURE 6. Types of CRM (Adapted from
tutorialpoint.com/customer_relationship_management/crm_quick_guide.htm 2018.)

Management software

CRM as a software of its own is basically the software that takes the information of a
customers and stores the information in the single CRM database so as the business users can
be able to retrieve it easily and can manage it. In maintaining the customer relationships, the
software can as well be used to record various customer interactions carried out through the
phone calls, social media, mail writing and other different channels basing on the system
used. There should be first the establishment of the strengths and weaknesses in determining
the current customer- based relationships since the sources of information majorly in this case
are the customers and the employees. Improvement on the usage of the software lies largely
on the leadership involvement and as well as the communications, training and development,
performance management and pay and conditions within the given firm or an organisation.
(Collins, 1991.)

Management software in customer relationship perspective streamlines all the aspects of the
business management for the thousands of health and wellness businesses around the globe
for the efficient serving of the customers. When the teams within the business line have
the

18
 deadlines to beat, resources and the deliveries to make, then they should have a reliable and
dedicated project management software to run and operate efficiently without delays. It is
hard for the organisations to succeed at the present and changing future time without the
mastering of the customer relationship management strategy fundamentals. For the
organisations to win in the decades ahead, one must understand and capitalize on the rapidly
growing evolving social computing, mobility and customer analytics technologies as
explained by William band authors in the paragraph. Technological advancement has
completely changed the nature of social interaction, new rules requires the companies to use
new thinking and apply new technologies to engage with the customers, keep in contact and
build relationship that matter. The author, Gordon in his writing shows how companies can
create innovative strategies and integrate technology, people, and process to interact and
collaborate with customers and to achieve improved business results. Mastering of the
relationships is of more higher value than any other factor within the organisation. The
relationships suggest the direction in which a company´s value will trend. Depreciation of the
relationships in value, the future of the company will depreciate as well, hence a growing
relationship enhances the growth value of the company as well. The earlier management
principles were majorly concerned with listening to and conversing with existing customers,
and developing, sustaining, and growing the value of relationship with them. (Gordon 2013,
2-3.)

CRM as a sales strategy

Customer relationship management can be used as a mode of selling within the field of
marketing by any concerned organisation that is ready to use this mode of system as it is the
most efficient and the cost saving ways of marketing one’s own business techniques and the
ideas basing on what the company specifically deals on with. Without the CRM system
model, it could be cumbersome for the concerned parties and the service providers as it could
result in a lot of work and duties performed by the sales personnel hence the essence of
embracing the idea is one of the best move by every organisation or a business company. The
active sales team normally generates a lot of data and therefore how the information is
gathered, being managed, and taken control of and as well the final information usage are the
key determiners of whether the participants win or lose at the end of the business. As a sales
strategy, there is need of marketization which involves outsourcing of activities previously
performed inside the organization. Several sectors are involved in the strategy for example,
externalization which is

19
associated with people´s minds with the exposure of managerial decision-making in the sales
to achieve the target. (Colling & Ferner 1995.)

Concerning the salesforce team, the use of the CRM system enhances the identity and the
addition of the new leads easily and in a faster way to categorise them easily. The sales team
can move on to the next tasks in a short time lapse if the CRM system is used as the time take
for responses is cut short by the system hence making the workload to be reduced and solved
within the shortest time possible. CRM system is one of the best key feature to maintain good
customer relationship in one’s own business, for example it helps one to understand the
customers better and therefore the selling opportunities become clear and always straight to
the point with less time wastage. CRM system process usage enhances the communication
process in handling the customers, whereby communication is taken in two terms, top-down
and bottom-up are basically used for analysis and exposition and consultation for the
satisfactory understanding of both the parties involved. (Sisson & Storey 2000, 95.)

For a successful customer relationships management to be successful in an organisation,

several factors must be taken into consideration. The illustration below shows the ingredients
that work together in combination to give a successful CRM system. For a successful and
well- established CRM, all the factors mentioned below must work together in correlation to
one another, all are dependable to each other at a given point.

FIGURE 5. Ingredients of CRM(Adapted from

tutorialspoint.com/customer_relationship_management/crm_quick_guide.htm 2018.)

20
 4 H & A TEAM OY

The company operates on a business to business perspective in the business industry. The
customers enjoy a consistent, quality, and attentive services. The company has a well-trained
and attentive staff in the cleaning industry working accordingly to the carefully service
process and the schedule of the customer. The customers are the key priorities to the
company at large and its staff training is the factor to counter for a positive and productive
impact to the customers. (H & A Team Oy 2018.)

The first impression is based on customer satisfaction and service delivery is the key factor to
meeting customer needs and requirements. A well-maintained cleaning brings business
benefits with clear economic benefits. A high-quality service delivery and satisfaction to the
customers and healthy quality cleaning improves the healthiness of working environment and
safety to rendering quality service solutions to the customers. (H & A Team Oy 2018.)

Historical background

The study on the case company began by first finding out on how and when the company was
founded. Whereby the company was started in the year 2002, which is 15 years ago to the
present time. It was first established by the present CEO of the company and later joined by
his partner to operate the company together. Generally, at the beginning they were the ones
performing all the duties as they did not have any employees as the company was still small
at the time. Later being in the service industry for some time, the CEOs daughter later joined
in the company to help run the company together. Where she later became the coordinator
director. Little by little they started hiring in the employees as the business expanded with
time and the need for more personnel increased. (H & A Team Oy 2018.)

Currently, the company has more than 100 employees in total and more than 140 contracted
customers currently. The company since its inception has been operating in the Helsinki
region and all the municipalities nearby. The company operates as business to business
majorly and at time business to customers at some point. The company basically offers
cleaning services both in the private, business and the public sectors. The company has
been operating on a

21
 competitive customer-oriented service chain to deliver the services to the customers. The
important asset to the company is the employees who are committed and dedicated to work to
their best for the benefit of customer satisfaction. (H & A Team Oy 2018.)

The core values

The Core values of the company are that; customer orientation, reliability, quality, and
staffing. The core values bring up several benefits with them, first impression, efficiency of
operation, service design solution. Economic benefits are as well realised, some of the factors
realised are, working environment safety, staffs comfort, customer enjoyment, image of the
organization. The latest technologies are used as part of the service delivery and the
environment is considered as the natural part of the business environment. The company
makes sure that there is a consistent quality assurance to the customers all the time of the
business operation. (H&A Team Oy 2018.)

Awards and success factors

The Finnish Clean-Up Federation (SSTL) awarded the Clean Card quality certificate to the
company, on the 31st of August 2010, the fourth (4.) clean-up company in Finland. "The
Clean Card Certification is a certification of the quality assurance of a clean-up service. The
Finnish Cleaning Engineering Association grants a certificate to a purification service
organization meeting the Clean Card evaluation criteria based on the audit. The certificate is
valid for three years and is monitored every six months "(SSTL). The company hereby in
study qualified for the award of the certificate which shows their commitment to customer
service. The awards have been part of the motivation to the company’s business in quality
assurance. It is constantly committed to developing the business, and quality aspects
considered. Certification of pure services is one of the testimonies to the quality and the
compliance with the criteria required. H & A Team Oy 2018.)

The needs of the pure services subscribers have been considered during the designing of the
clean card criterion. The Finnish cleansing industry association has convened a subscriber
forum to enhance that clean card meets the needs of the subscribers. All the awards won have

22
 been due to the effortless work and commitment to serve the customer and to enhance their
satisfaction and needs achievement. (H & A Team oy 2018.)

The presence of the field supervisors is as well another factor that gives them the strength to
build the relationship well with the customers. They get to know the customers well and build
a confidence in between them. The placement of the supervisors brings the customers closer
and bridges the niche between the customers and the company. Flexibility is what matters as
well and to fix everything on request especially when it comes to urgent customer needs.
They have people in the field who are standby in case of customer call to help them with
work during the day. At other times, there are always some people who are available to the
customers should anything come-up from the customers, hence a nee d to fix them on time.
This as well keeps t hem go strong in-service delivery. (H & A Team Oy 2018.)

The leadership practices and teamwork have been successfully implemented in the fieldwork
on daily basis of business operations for more than ten years of service to the customers. The
quality as per the company is to enhance that the customers get the service they need as
agreed and within the agreed timetable. The customers can be easily reached within the
twenty-four hours a day in case of any help required at any given time. The major key to the
quality service is the committed and a skilled staff to serve with pure professionalism. (H &
A Team Oy 2018.)

Services for business and environmental preservation

The company creates a pleasant and a clean environment to work in. High quality cleaning
services keeps the cleanliness at high level hence advancing the comfort of the customers and
the staff. The customer is motivated and committed to the services by the staff whose
professional competence and well-being are systematically cared for. The permanent quality
rating has been satisfied. The services offered virtually cover all the types of real estate
offices, museums, and swimming pools. The services are usually customized to suit the
clients through the assurance that the customers receive the packages of the services they
need. (H & A Team Oy 2018).

The company offers all types of cleaning, that is great cleaning and the final cleaning for all
types of real estates. The specialty services offered include window cleaning, furniture
wiping,
23
escalators cleaning, waxing and the general floor cleaning. The company is working to
achieving customer satisfaction all the time and to minimise the complaints and
dissatisfaction by the customer at any given period of service delivery to the clients. (H & A
Team Oy 2018.)

Environmental care is the most important aspect driving the business operations within the
company. The company has been trying to reduce the environmental burden and to actively
develop the business in an environmentally friendly direction. Major aspects of
environmental program are to guide procurement in a friendlier way, to improve coordination
and commute travel, enhancing environmental friendly customer communication and staff
awareness increase of environmental friendly. Such factors are taken into consideration
through the usage of eco-labelled detergents, working together with the customers to find
environmental friendly solutions for the real estate maintenance and cleaning. Staff training
regularly, annual report on the environmental impacts on the business operations and
detergent saving innovations and methods. (H & A Team Oy 2018.)

The company is committed to developing business through environmental considerations and

to comply with encompass criteria on environmental preservation and safety. Environmental
principals are based on the sustainable development and wide-ranging environmental impact
in all the activities. Use of substances, tools, machines, and methods that work in the
workplace to minimize the burden on the environment. Methods that save water and nature.
Reduction of emissions due to commute travel and by effective route planning and vehicle
tracking. (H & A Team Oy 2018.)

24
5 RESEARCH METHODOLOGY-STUDY

The start of the study, the agenda of the writer of the report was to find out how the CRM is
used by the business organisations and how is it implemented into the enactment of the
business on the daily aspects of their operations in concern to the customers. The study is
performed through structured and unstructured questions where the earlier highlight on
certain order of questions posted and the later tend to focus on general questions without
necessarily following an order and hierarchy of questions. The study finds out implications of
the topic of study and based on the answers obtained from the interviews conducted through
face to face communications, audio phone calls and video phone calls to gather the necessary
required information for the study to come true. The author of the thesis has used the
qualitative research technique to interview the companies where information was derived
from and placed together basing on the opinions obtained and avoiding repetition as some
answers obtained would have clashed with one another. The directive of usage of the method
mentioned was basically to get the direct information from the person on whom the questions
has been channelled directly to without prior inclusion of the group of people. Agenda is the
key to obtain first-hand information from the relevant person in-charge. Task research study
was used to survey among the six companies that majorly operate in the field of B2B
business aspect in their operation. Posted questions varied from one organisation to another
basing on how the company operates their business and customer satisfaction. Interviewed
questions have been highlighted by answering them in the preceding sub-chapters of this
thesis by the author. Inclusion of interviewees ranged from managers of the organisation to
the other employees in the lower rank.

The main commissioner chosen for the study in this case was H & A Palvelut Oy where the
majority of studies has been conducted at. The other five companies are the companies that
work as well with the field of Business-to-Business aspect relationship. The companies
highlighted on interview-based study has been classified into six different interviews, that is
from interview 1 to interview 6. The results obtained from the interviews have been stipulated
in the sub-chapters 5.6.1 to 5.6.6.

25
Qualitative Research Technique

Qualitative research technique is a form of inquiry that is applied in many academic

disciplines such as social sciences and other scientific disciplines to seek information about a
case study carried out. The information about the research is not known or revealed until all
the research process has been fully carried out. Qualitative research involves data generation
and analysis, it includes continuous data gathering and analysis as well as data mining,
synthesis and re- analysis of data drawn from different sources. (Ereaut, Imms & Callingham
2002.)

Qualitative research technique, is primarily an exploratory research technique used to gain an

understanding of underlying reasons, opinions, and motivations. A research technique that
provides insights into the problem or helps to develop ideas or hypotheses to develop
potential quantitative research. A research method used to uncover trends in thought and
opinions and dive deeper into the problem. Data collection methods by the mentioned
research technique vary using unstructured or semi-structured techniques. Common methods
include focus groups discussions, individual interviews, and participation and as well
observations. An umbrella term for wide variety of approaches to and methods of study of
natural social life. Data collected is primarily nonquantitative in character, consisting of
textual materials such as interview transcripts, fieldnotes, and documents and visual
materials; artefacts, photographs, videos recordings, and internet sites that documents human
experience about others and self in social action and reflexive states. (Saldana, Leavy &
Beretvas 2014, 3-4.)

Reason for use of qualitative research technique

Before taking into consideration any research method in any given field of study, it is always
good to understand the major reason for choosing a method to conduct the survey. There are
several implications that comes with knowing the research technique one is going to use to
carry out the survey in the whole process of the study. One needs to have the knowledge of
basic statistics, developing and evaluating measures of human thought and behaviour and
conducting and interpretation of high quality research. Results obtained from the research
study, one must be sensitive and mindful on moral principles and ethical reasoning, as a
researcher, one must be morally responsible. Justification of the research and consequences

26
 must be considered before commencing the survey of the studies. (Weathington, Cunningham
& Pittenger 2012, 24-26.)

Thus, on the topic of study, the author uses the qualitative research technique due to the
chance and opportunity to engage face to face with the interviewees. It is as well the best way
to obtain the data as the non-verbal communications can be noted from the company’s
personnel staff hence can be used as part of the feedback information from the respondent.
The mode of the research type enables the researcher to advance and reach more beyond the
initial given responses and the data collected in general. The research has been conducted by
means of direct observation of a sample, case studies, personal experiences, introspection,
examination of relevant texts, focus groups and the researcher´s own participation in the
setting the person is taking. Qualitative research is pragmatic, interpretive, and grounded in
the lived experiences of the people, the research is a broad approach to the study of social
phenomena. (Hogan, Dolan & Donnelly 2011.)

Benefits of qualitative research technique

The chosen method of studying and finding out more information from various sources about
the topic is more convenient, since the work involves more of practical activities. It enables
in the saving of time since less time is taken in analysing the results instead of taking too long
to prepare graphs and tables, hence the research method used is a user research friendly. The
research suggests the meanings and processes that are not examined through experimentation
or measured in terms of quantity, it possesses a series of steps in analysing of findings and
uses range of strategies of inquiry. The method of the research sometimes takes place in the
natural setting where researchers can conduct the research in presence of the people they are
studying or within the environment being examined. (Hogan et al 2011, 9.)

The study method highlighted has varied and multiple goals basing on the purpose of the
study carried out. The outcomes compose essential representations and presentations of
salient findings from the analytic synthesis of data. It is a beneficial method as it is conducted
across multiple disciplines, education, sociology, anthropology, psychology, communication,
journalism, healthcare, social-work, and other related fields. Through the survey of the study,
an establishment of trustworthiness is enhanced, this is through the long-time engagement
with

27
 the respondents and triangulation in data collection, which is enhanced through internal
validity. There is an advantage of transferability where the researcher can transfer the
intention of research to a different setting, hence person conducting the survey has several
options to choose from hence unlimited research information. (Saldana et al 2014, 4.)

Data collection

The process of data collection by the author involved conducting the interviews to the six
companies that operate on a business to business perspective related field. The author of the
thesis compiled up to a minimum of twenty questions that were used to carry out the
interview process in the all companies where the research study was conducted. The
interview questions involved structured, semi-structured and unstructured questions.
Information and data collection from the interviews carried out varied from one to another.
Modes of information collection involved the recording of the interview process and
reviewing it later at the end of the interview then transferring them in the writing. Other
modes involved notes taking answers from the interviewees of the relevant companies where
the interview was carried out.

The author carried out the interviews in different platforms. This involved visiting the
companies in question prior to the request send to carry out the research process. The other
means involved conducting phone audio calling and video calling as well. The author carried
out the study from the companies in Finland and some other companies where the
information was obtained was from other countries. Process and time of information
collection varied as well from one organisation basing on the time limit available and time
limit given by the relevant personnel.

Challenges faced during data collection

The author encountered several challenges during the collection of the data. The range of
challenges varied as well. The factors herein were that getting the place to carry out the
interviews was quite not easy. The author had to send several requests to the companies in
question to get the permission to carry out the research. Other factors were also the set time
limit given and the availability of relevant personnel as the scheduled had to be on the time
that the place of study was quite less busy, basically during breaks at work.

28
 The requests that were sent some were not unanswered hence this posted another trick in the
collection of the data from the companies. Some of the companies that had accepted the
request ended up cancelling the request which has been cumbersome to the data collection
hence leading to the time consumption in the collection of the information as going back to
the drawing table has been a big challenge. Compilation of the data as well has been another
trick in carrying out research process.

Studies carried out

The main commissioner chosen for the study in this case was H & A Team Oy where major
studies were conducted at. The other five companies were the companies that work as well
with in the field of business-to-business aspect relationship. The interviews were conducted
separately and at different time schedules on each of the company. The study carried out has
been highlighted in six different interviews. This is from interview one to interview six in the
case of this study.

The study carried out on the fore-mentioned organisations based on the interviews conducted
and questions posted on them and the relevant personnel. The follow-ups were made to
achieve the success of the research study and the intentions of the reason of carrying out the
study. Highlighted in the proceeding sub-topics are the results that were compiled from the
interviews conducted. The commissioner has been highlighted as the first organisation for the
study carried out.

Table 1 below highlights a short summary of the entire interviews of the study conducted for
this thesis research project. The names are highlighted as from interview 1 to interview 6, the
interviewees position, the date when the interview was carried out and the time taken to cover
up the study.

29
TABLE 1. Research study evaluation

Name Interviewees Date Duration

position
Interview 1 Human resource 01/12/2017 00.39.59
manager Face to face
interview
Interview 2 Owner 7/12/2017 00.20.05
Phone call
interview
Interview 3 Employed and 12/12/2017 00.11.14
shareholder Face to face
interview
Interview 4 Owner 10/12/2017 00.19.00
Phone call
interview
Interview 5 Shareholder 10/12/2017 00.13.18
Phone call
interview
Interview 6 Owner 13/01/2018 00.07.45
Face to face
interview

Interview 1

The interview was conducted on a qualitative data collection method. The interview was
conducted as per the scheduled date planned. The initial start of the interview was conducted
on the request through the email send to the human resource department personnel on the
request to carry out the study research basing on the topic of the study, for the report. The
feedback to carry on the survey study was received in within two days after a follow-up with
the personnel in-charge.

The proceeding questions based on the efficiency of customer service delivery to their
esteemed customers and how this has been achieved over the years the company has been in
the service industry. In service delivery efficiency, the company co-creates the values of
service provided to the customers. The company has a template on how they work. There is a
value creation with the customers and to know what the customers really need and expect
from the customers. They as well respect the feedback they receive from their customers
and try to

30
advice on them professionally on how they can better deliver the services to better them in
return. They carry on the duties as directed by the customers and by not being dictatorial on
what is supposed to be done. Listening to the customers is what makes them grow day by
day. It´s up to the customer to make the decision. Their relationship with the customers is
maintained eventually through arrangements of the regular meetings. Working on the
feedback given by the customers matters a lot to them. The regular meeting organized
between them and the customers helps them to build confidence and to bridge the gap in
between them. In this way they can easily obtain direct feedback and build to develop on
them. This way they get to know if the customers are really satisfied and how do they view
the services provided with them.

Treatment of the information matters a lot. How the information is interpreted matters to both
parties. Wrong information relayed means costs of money and time to fix the problem, hence
this is a factor to consider delivering proper services to the customers. There is a need to be
sharp on the information management. To reduce such incidences, the person concerned with
the information, checks, and interprets everything first before being sent to the customers and
the employees intended to get the information. Attention is very important aspect here to
avoid any misinterpretation.

The key implications and benefits of the CRM maintenance enhances that the company can
obtain trust over time on service delivery. Through a good relationship enhanced, customers
tend to trust the company and in return, it changes the attitude of the customer positively
towards the company. By gaining trust, in improves and expands the business through
recommendations obtained from other customers. This comes through the relationship
building developed over time through service delivery. Strategy, keep focusing on good
quality service provision, that brings customers close. Maintaining the relationship more into
the future for the business to grow more. Management involvement with the customers
closely to maintain the relationship and being close to the customer is the key to future
enhancement of the relationship management. Listening and reacting on what the customers
say, not only audio, sound but as well the signals from the customers they give to the
organization.

31
Employees’ motivation is what enables the company to operate and deliver successfully to
the customers. This is achieved through being very close to the employees and know how
they are if they are okay or feeling motivated to work based on work provision. Being open to
the employees and open communication enhances the employee motivation to work well at
the customers´ premises since they can know how their employees are faring on with the
work progress. Staff satisfaction survey is carried out every regularly to know how satisfied
the workers are. Listening to employees enhances their strength of service provision, the
employees can request for relocation basing on their residential places and institutions of
learning attended by the employees in question.

Trust is as well matters with the employees. Building the relationship with employees brings
them close and free to share ideas which in return benefits the company to improve service
delivery efficiency. Creation of a friendly working environment is another key point to note.
Each one is free to carry on with their work freely without being stressed but to work with
their own will without being pressurized. That is right place and right location and to know
the expectations ahead. Rewarding of the employees through a Galla celebration every year
to motivate each other and to build the strength with each other.

The company is a reliable partner and takes care of the neatness of the customers' premises
with solid professionalism. The contract cleaning services cover virtually all types of real
estate, such as office premises, museums, swimming pools, sports facilities, shops,
restaurants, and stairwells. In addition to maintenance cleaning, the company also offers
special vacuum cleaners, such as window cleaning, carpet cleaning, furniture cleaning, basic
floor cleaning and waxing, and escalator cleaning. Major focused regions where the
organisation has many of its contracts are in the metropolitan area and its neighbouring
municipalities.

Interview 2

The second phase of the study survey was conducted in a sole proprietorship retail shop
where the business is operated in a business to business perspective. The prerequisite of the
interview was conducted on the initial phase of the study through the various requests send to
the proprietor of the organisation. The business is basically operating within the busiest
centre and

32
the person has been in the industry for quite a long time, some years ago to the present time.
The business was established six years ago to the present moment. The improvement and
development of the business has been gradual, and the results have been enormous to the
organisation.

The personnel in question has been in the sole proprietorship business industry for a period of
six years at the recent time since the beginning of venturing into the business. The person is
majorly a retailer and acquires the products of sell from the wholesalers where the final
delivery of the commodities is made, that is the consumers of the product. The personnel
deals and specialises in wide range of the products, that are necessary for the consumers at
hand. The basis of the business as per the case is to ensure that the market niche is bridged to
maintain the market chain of goods, that is from the manufactures to the final consumer of the
products manufactured. The efficiency of the customer satisfaction is enhanced by the
business in question through the enhancement of the customer satisfaction. That is by
responding promptly to the customers and ensuring that there is availability of the products.
A good communication laid in between the retailer and the wholesaler as per the case study is
what has been keeping the business growing strong over time between the two parties, hence
growth of the business enormously with time. To keep both parties going strong and to ensure
that the needs of the final consumer are met, there are established aftersales services in both
perspectives of the business to keep the market chain command.

The general implications the personnel have obtained from service and relationship
management delivery, are that, the customer loyalty is gained, and trust is built between the
two partners. As per the case the business builds a good reputation from the customers and
this leads to high rate of turnover, and sales. The volume of goods acquired takes a short time
to sell them, due to the market trust established. In return, more profits are generated through
satisfied service delivery to the clients and customers.

The shortcomings realised through the business operations with time, show that the business
industry has quite a lot of challenges to encounter, nationally and as well internationally. As
per the case the business is a dynamic venture and it keeps on changing every day, talking of
economic and political perspectives which affect the business both at national level and
international level. Security is as well the key to business growth, where peace of a region
determines the goodwill of the business. The current situation of the stability of the region

33
affects the business in different perspectives. Technology advancement and development has
been another factor to consider. Embracing of technology is what has been a focus as quite
many intended customers have not taken technology much into consideration on the business
field. Acquiring of skilled personnel to deliver duties is what has been another challenge,
whereby the business person must provide some small training, and this must be paid to the
person before the initial start of the work. Getting the exact person who has skills in the field
has been a challenge to such kind of the businesses in business sector.

The personnel in-charge of the organisation focuses on the continuous development and
growth of the relationship between the organisation and the concerned clients to the business
in question. The focus is as well on the service delivery and improvement of the services to
the customers to achieve and ensure that customers get exactly what they expect from them.
The business looks on its growth and expansion in the business industry and sector at large.

Interview 3

The author conducted the third interview study with the agent of the organisation who has
subscribed to deliver the services to the desired customers. This way the agent person
acquires the products from the main company and delivers them to people. The inception of
the interview was organised first with the planning of a renaissance study before the main
interview was scheduled to take place.

The general services provided by the organisation, are that the agents have quite several tasks
to carry out to the clients. The factors obtained here are the key responsibilities for every
service agent to deliver to the clients and any other services that the customer might require
provided they are within the company provisions. There are some requirements for one to
become an agent of the company, several factors are taken into consideration. If one wants to
become an Agent, they are free to apply. There are some basic requirements that one must
meet for the application to be successful. Such factors are majorly for the essence of the
customer service delivery to the clients and relationship management. It focuses on the trust
and the security of the customer when the transactions are carried out by both parties, to
assure the intended transactions are mend to the right person.

34
Basically, the authorised agent in this case performs several duties as a bridge between the
authorising company and the esteemed customers of the services of the subscriber company.
The services delivered by the company have become an inevitable part of our lives today
from sending and receiving money, doing bank transactions, paying rents through the
payment codes, school fees payments through the school fees payment codes and shopping.
Strange thing though for those that have never been involved in the business have no clue on
how it operates in the back end. The organisations ecosystem operates in a hierarchy structure
from a higher level(bank) to lower tier level of agents and sub agents. Most clients interact
with the system at the sub-agent level i.e. where you do your cash deposits or withdrawals.
The numerous agent’s shops located across the country are mostly sub-agents meaning they
operate under principal agents, that is, another agent but at a higher level.

For one to run the services business one must be allocated a till with a unique agent number.
The agent’s till operates or runs on a different type of subscriber identity module card which
is customized for the above functions of an agent though can also be used for other company
services e.g. calls and short message services.

Two types of transactions are done on daily basis for being an agent as stipulated out by the
organisation under their services provision. Deposits and the withdrawals, basically done
through depositing of the mobile bank into the clients account, either directly to the phone
registered account and as well directly to the bank account registered by the client in
connection to the services provided by the servicing company, this goes in the exchange of
the cash transaction given and delivered on hand by the customer. Cash withdrawals are
made when a customer visits any company agents’ outlet and withdraws the money from
mobile wallet through the agent in the exchange of cash as well, which is credited
automatically by the confirmation when the customer logs in with the details of the agent
number outlet at any service point. The transactions are debited and credited directly to both
the accounts of the agent and the customer requiring the service transactions at any agent
outlet. The transactions and services provided makes it easy to access the cash at any near
service point agent, hence customer service enhanced, and convenience and trust created
between the both parties. Customer service is the priority and the reason it keeps the company
expanding and growing immensely with time.

35
Through the studies carried out, the relationship management is highly maintained by
ensuring that the agents get full service and request from the principal agent to the sub-agents
who are on the lower rank of the business hierarchy. This is ensured through answering and
responding within the short time on the posted asked questions from and to the agents’ outlet.
This way the customer service is as well maintained to sustain and keep the company
operating and running on every daily transaction and reaching all the customers at any
possible locations in the country and even other countries that accept he terms of service for
the customers who might want to use the services through mobile money transactions.

Certain shortcomings are encountered in the operation because of rendering out the services
to the customers, competition in the industry from the similar agents around poses being a
factor. Making of the calls transfer to the customer service is a factor to consider. Time taken
to deal with a customer matters as well, as there are clients that might take quite long on some
small cases and complaints which end up leading to time consumption.

Interview 4

The fourth interview study was on a company specialising in hardware materials for the
construction, that is different types of building materials. The interview was taken through a
phone call recording with the client of the study case. The study topic was highlighted, and
questions forwarded to the interviewee beforehand to make the research client to be aware of
the research plan and the key point of the study and particularly how and what the interview
was going to cover.

Basing on the information obtained from the interview carried out, the organisation has been
able and try to understand the market before the commitment of money and resources to the
business. The key points obtained from the study to delivering efficient customer service to
the clients is the identification of the market potential places for the products. There is as well
the need to fully synchronize the trends and the ruling prices in the business industry. From
the studies conducted, one needs to have several factors to consider prior to the business
operation, that is a market potential place, the competitors who are already in the market,
the financial

36
requirement, the trends on how the business has been developing up overtime and the recent
time.

Author’s client operates on general building materials, service delivery is basically delivered
by considering on the transportation cost and efficiency of the customers in the two-way
form, business to customers and business to business. There is an after-sales operation
provision of the services to the customers for example when they purchase goods and
commodities in bulk. It is one of the main factors to consider offered to make the delivery
easy and faster without difficulty to the customer. Patience has been the key that keeps the
organisation growing, having a habit of facing every business day with courage and
managing to get up to work early in the morning every day of the week on a business
operation basis and stay in the place of work the whole day to ensure every customer that
comes acquires what they need.

Communication modes are other factors that go hand in hand with the business, being frank
and open to the customers on the products and the prices offered at the time, creates honesty
and trust amongst the service provider and the business in question. Serving each person that
comes to the premises without any bias. Availability of the personnel during the business
operation is the strength as well. Talking to customers frankly enables the clients to have
enough time to the service provider. Paying attention makes the customers feel cared for.

Customer relationship is enhanced through the respect creation between the parties involved
which in turn improves the customer relationships. Putting efforts that makes the customers
remember the services obtained. Enhancement of the business connections between the other
businesses and the direct product users as well. Providing the clients with offers at certain
periods of the month in a year. A client acquiring the products can access the offered product
at varied prices with a set time limit.

Good services provided in return results in increase with the number of the customer and in
turn results in the good reputation of the business to other clients hence makes the
organisation to grow and in a competitive level in the business industry. Encouragement of
the convenient shopping enhances the development as well. Trusted clients can easily place
the required orders through phone calling to the office and free delivery and payments being
made later during the day promotes the trust. Provision of all services to the clients, that is, all
the products dealt with are within the premises, hence the clients can shop easily on all the
products required without
37
necessarily having to look in another shop for the products which in return makes their work
easy and satisfied with the services. Through the consideration of the above factors leads to
the prominence growth and expansion of the business because of trustworthiness and
reputation build in the business industry by the organisation to the customers.

Interview 5

The process of the study began with a conductance of the renaissance prior to the interview
study. The basis of the study was first highlighted to the author’s client on what the study was
all about and the reason for the survey study on the given topic. Basic information about the
organisation was taken as part of the research study. The business was started up by the group
of students with the idea of the project then being run by as one-person business. The
business involves sewing and making of the pillows and the cases and selling them to the
markets to people who in return sell them to the customers. Operation of the business is still
new and quite young in the business industry, there are improvements making the
organisation to keep on growing.

Information obtained from the interviewee was that there is always a need to create a
comprehensive start-up plan, and networking with successful retailers who have been in the
industry and to learn from what they have done to achieve their goals and as well from the
mistakes committed in the operation. A determination on where a place to locate the business
matters a lot, basing on how one is going to compete successfully with the existing firms. A
key to a successful growing business is to keenly check on focusing on not underestimating
the power of competition as it is one of the factors to consider for the business to run overall
and to survive in the business industry sector and economic constraints.

The business perspective future is to enhance on the gradual growth and maintaining stronger
customer relationships ties to achieve the high-end customers of the products. Time planning
is the key to consider as well to cope with the demands and making of the products to keep
the chain in the business operation and in the industry at large to ensure that operations are
run on smoothly and continuously without barriers in between the working days and hours.
Getting the entrepreneurial advice from people who have been operating businesses
equivalent to the business intended to operate, or already operating matters as it could be one
of the good remote

38
business advice to learn from, compare on the operation of the organisation in question. The
best way to develop a small growing business is to focus on gradually building a brand
awareness for a period to get the business to sell and being competitive in the industry.

Interview 6

The final interview in this study was conducted in a farming related business field in which
case the interviewee lives and works in Finland as well. The business is basically operated in
an abroad country outside Finland, where its focus is on farm produce majoring in grains
produce from the farm and channelling them to the factories and grains mills where the raw
products are finally converted to the ready customer user products for consumption. The
process operation is quite long and basically runs up all along the year and it is a seasonal
one.

The business is generally operated in both perspectives of the market demand, that is business
to business and business to customers. The products from the farm can be either sold directly
to the consumers for consumption and other way to the mills. In the mills and cereals, the
products are converted to different end products for human consumption and for animals for
example cows and pets. The business usually picks up during the high season period and
operates on until the beginning of another sowing season. Due to the many produce at the
harvesting season, the prices normally start at the low level and pick up when the sellers have
reduced.

The author found out from the study conducted that there are certain benefits that the business
operator obtains from running the business. Some of the factors found out were that there are
good profits generated from the business as the products purchased from framers could be at
a fair cheaper price and the selling prices being high, as the sellers wait for the high selling
prices season. The farmers normally get some discounts and subsidies on materials used for
the production which makes the work operation to be easier and user friendly, hence running
the kind of business becomes fun and being motivated to run the business with the
willingness to serve the customers.

39
Evaluation of the research

The validity and reliability of the theoretical work has been seen to work successfully in the
research part of this study. The knowledge gathered from theory work enabled the author to
learn more and to look for the necessary study materials applicable for this study. It enhanced
on the writer to carry out the topic discussed in this chapter fully and professionally and how
the interviewees of the different companies were approached. Key definitions of terms and
their explanations are the reason as to why theoretical part are very important in every
research work as they give the author or the researcher to know what exactly is being studied
upon before the practical field work commences. Definition of the key terms was essential for
the entire study. Key factors to customer service and the relationship management.
(Armstrong & Kotler 1999, 8.)

The studies carried out in the previous subchapters in this chapter have been simplified and
compiled together in table 1 below. It was found out in the study that the companies studied
upon operating within business to business share a common interest in meeting and satisfying
their customer needs and wants. In all interviews conducted, every company’s key point was
at the end touching on how to drive the customers to their companies and how to make them
satisfied. The research and the interview questions used are a justification of the topic in
question for this entire study. (Becker & Huselid 1998, 85.)

Analysis and results

Basing on the interview questions and method of data collection from the studies conducted,
the author of this thesis finds out that the customer service within the organisations is well
developed. In all the organisations taken for the study, the key point is in the concentration on
their customers. The study reveals that organisations are on the frontline to check on their
relationship with their customers and the clients. The interview questions formulated on the
study were well covered which enabled the author to clearly carry out the research with the
interviewees.

The sample questions prepared for the study touched the entire basic features on the customer
service and the relationship management to their clients. The questions had been asked
hierarchically as to cover all the necessary needed information for the study. The qualitative

40
research method used for this study enabled the author to get the answers on the interview
directly as the interview had been done directly one on one with the interviewee.

The study found out that customer satisfaction leads to the growth of the business and how
the customers view the organisation. Hence, the information gathered from the research in
chapter 5 is a justification that good customer service and a relationship management is the
key point to consider in given business and even for those who want to start their business,
should focus on the customers before investing on anything much as the customers are the
key drivers in every business.

The companies where the interviews were carried out clearly show that a good relationship
established between them and the customers has a great impact on their development and the
growth as they are the factors that strengthen them at large. This has been in the research
chapter in chapter 5 where the interviewed companies keep on track to see that the
relationship amongst them is maintained on their daily operations of their businesses and the
service deliveries offered to the customers.

In the studies conducted, the six companies interviewed in the study, all of them share a
common interest of focusing on the customer satisfaction and their relationship with their
clients. This is seen as every player in the industry is trying to offer good services to their
clients and making follow ups to know if the customers are fully satisfied.

41
6 CONCLUSIONS

The entire process of writing this thesis has been education to the author as carrying out the
study in the six different companies has been a wide range of work to execute. The objective
of this writing was to find out on how customer service and relationship management could
be of a great benefit to the organisation, the aim was to know if the customer service and
relationship is implemented within the business companies for their customer satisfaction.
The research studies executed were satisfactory that the topic of study is well understood by
the relevant organisations on where the interviews had been performed. In all the six
companies studied they all focused and touched on this topic as the customers are what gives
them the reason to run and operate the business on daily basis.

The theoretical framework used has been essential to the author to carry out the study
successfully. This is because it enabled the writer to clearly understand the relevant topics
and points needed to know for the entire study and for the topic of study in question. Chapters
2 and 3, where the theoretical work has been majorly based on, helped the writer of this thesis
to understand the customer service and relationship management to formulate the questions
for this study as well that were researched on from the different companies.

Recommendations based from the study were that, the companies should keep on improving
on the topic of study and to focus more to make the customers satisfied from their services.
Service delivery should be exclusively and differently from the competitors to enable them to
have different ways of reaching out to the customers. The case company studied should touch
more on executing differently their services to the clients to enable them to survive the
current competitive market industry in place. This could be done in accordance in observation
of the current trends in the market and the advancement of the industry. The start of this is on
the employee motivation and empowering them to deliver their duties unconditionally.

42
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