Case Study Scenario You are running a computer shop and providing the following services: Accessories and parts for computers Assembled computers Computer repairing services Installing software Various Notebook brands Network set-up You have been operating the business successfully for 2 years since it was established and obtained many loyal customers, including business customers. In the last 2 years, you hired 5 sales representatives, and they received base salaries plus incentives based on their sales. Therefore, you established the following policies and procedures about customer service. All customers must be treated equally. In the case where the customers visit our shop without an appointment, the first-come, first-served rule always applies regardless of their status and purchasing capacity. For price dealing, the selling price can be negotiated, but a maximum 7% discount of price tags or listed prices on the website can be given. For referral customers through existing customers, the same discounts must be given to the referral customers. For example, customer A referred a friend, customer B, and if customer A received a 5% discount on the price, the same discount rate must be given to customer B. Otherwise, we will break rapport with our customers. All sales representatives must notify warranty terms and periods of each product or service. You have recently realised that the sales volume has slightly decreased in the last 6 months. Because the quality of the products has not been changed, you have decided to conduct a customer survey to identify and investigate the reasons for the decrease in sales. Required:

Question 2: Based on the results from the survey, you have identified the following facts:

The customers complained about the waiting time when they made phone inquiries. Because the business has only one phone line, the average waiting time is approximately 20 minutes during the busy period.

The customer satisfaction rate (8.8 out of 10) for the explanation of the product and services was good and exceeded our target. Our target was 8.6/10, and the industry benchmark is 9/10.

For the online purchases, the delivery takes approximately 3 business days. A few customers complained about the current delivery system. Currently, the industry benchmark for delivery is 2 working days.

In order to improve customer satisfaction, how do you reflect the above feedback into the business plan? In your answer, you are required to specify at least two plans to improve customer satisfaction.