Exploring Customer Service Dynamics and Communication Tactics: An Internship Experience at Asiatic MCL

Abstract

This internship report from Asiatic Marketing Communications Limited (Asiatic MCL) examines the difficulties in managing customer service and communication strategies. This study provides an overview of my practical experience and learnings during my internship at Asiatic MCL as a United International University (UIU) Bachelor of Business Administration (BBA) student with a concentration in Management Information Systems (MIS). According to this report, Asiatic MCL has a professional customer service team with the necessary skills to provide friendly, informed and timely assistance through various channels such as phone, email, live chat, social media and online contact form. Despite these advantages, the company also has to deal with serious issues such as high volume of calls during busy hours, erratic channel messaging and outdated platform data. The study thoroughly analyzed the customer service dynamics and communication strategies of MCLs in Asia through self-observation, internship experiences, secondary data from published studies, annual reports, and reliable website information. The survey identified major barriers to effective communication and optimal service delivery, such as increased waiting times during peak hours and inconsistent communication. In addition, this study made several recommendations based on these findings, such as establishing a workforce management system, providing continuous training for customer service agents, and introducing a customer relationship management (CRM) system. It also recommended establishing a social media monitoring system, setting clear standards for content creation, and developing a comprehensive communication plan