Stage $2-$ Analytical Report

Task $-$ prepare a creative analytical report that incorporates statistical data, graphs, images, etc., to provide further details about your customer service research. Using a combination of various approaches, convey primary and secondary researched information in a creative stimulating way using Microsoft Word.

Introduction

Briefly introduce your selected company and your selected topic. You may reuse information from your Proposal $[$stage $1]$ incorporating any feedback received.

Primary Research $-$ The Company

This is the means by which you personally investigate ineffective customer service interactions about the company selected by the group in stage $1.$

Here are three $[3]$ options:

Option #$1-$ create a survey relative to your topic and hand it out to customers of your selected company, e$.$g$.,$ students at Centennial College, members of the community $-$ friends, neighbours, etc. This is the most common form of primary research used for customer service research. There are two parts you must include if you use this option:

A copy of the survey form with a minimum of ten $[10]$ questions

A table$/$graph showing the raw data you have collected

Option #$2-$ become a 'mystery shopper' and investigate the staff at $2-3$ locations of your company. This is the second most common form of primary research used for customer service research. For instance, if you select Rogers as your company, call$/$visit the customer service department with a specific complaint or request and record$/$transcribe how the interaction proceeds. There are two parts you must include if you select this option:

A copy of the survey form with a minimum of ten $[10]$ questions $[$in this option, you must the answer the questions you have prepared$]$

A table$/$graph showing the raw data you have collected

Option #$3-$ interview current$/$past employees $$people in the know$-$ of the selected company $($anonymously$,$ if necessary$)$ to get an insider's knowledge of the company policies relative to your topic. Be sure to interview more than one employee as it adds an improved profile as to the problem you are working to solve. This is the third most common form of primary research used for customer service research. There are two parts you must include if you select this option:

A copy of the interview with a minimum of ten $[10]$ questions

A transcript of the answers you receive

NOTE: use only ONE of the primary research types described above.

See below for criteria of how to establish specific reasons for data collection.

Guidelines for Primary Data Collection $$ use these questions as a guide

What do you hope to learn from the survey$/$interview$?$

What kind of knowledge can you acquire through primary research that you can$$t acquire through secondary research?

How will you identify your sample? Brainstorm within your group how to identify and access relevant subjects you will survey$/$interview$.$ Possibilities include customers; employees; academic and$/$or other communications; customer service professionals.

Prepare to develop your survey$/$interview$.$ Some options include $...$

multiple choice questions

Why don$$t you use the school$$s cafeteria?

It$$s too expensive

The location is inconvenient

The food quality is poor

Other $[$please explain$]\_\_\_\_\_\_\_\_\_\_$

ordinal questions

use this when you need all possible questions to be answered:

Write a number between $1$ and $4$ next to each item below. Why are you taking a course in Customer Service? Record $1$ for MOST important and $5$ for LEAST important. Use each number only ONCE:

$\_\_\_\_\_$quality and quantity of feedback

$\_\_\_\_\_$tuition cost for the course

$\_\_\_\_\_$ability to work in groups

$\_\_\_\_\_$number of students enrolled

categorical questions

the response must fit within a certain category

What is your age range? $18-24\_\_\_\_25-32\_\_\_\_\_$

What is your sex? Male$\_\_\_\_\_$ Female $\_\_\_\_\_$ Other$\_\_\_\_\_$

open$-$ended versus closed$-$ended questions

See page $144-145$ in your text.

Secondary Research $-$ The Topic

This is the means by which you research information on the topic itself using published researched sources such as books, online journals, and databases. For example, if your topic is about social media or digital presence and your company has poor social media or digital presence, find resources about publications that describe the need for social media or digital presence in business communication. This should give you a good grasp of what the company needs to do to correct the issue.

Secondary research also includes drawing upon existing course material, for example, your textbook. Each group member must find a minimum of one $[1]$ source in addition to any material used from your textbook. Cite all references.

NOTE: Wikipedia is not an academic or reliable source!

Analysis

Create a SWOT of the company. Create a SWOT chart that lists the strengths, weaknesses, opportunities and threats of the company ba