Managing Customer Services: A Case Study on Alesha Mart

Abstract

Alesha Mart started its journey on 1st January 2021. Alesha Mart is an e-commerce brand under Alesha Holdings Ltd. They are an online commercial transaction platform. They are determined to empower people to solve and simplify their daily needs. They gained huge market acceptance by ensuring the delivery of their products on time. Alesha Mart has competitors in in their fields of business but they have managed to be one of the better performers in the industry Alesha Mart is found to manage their customer services through the appropriate alignment of both inbound service employees & outbound service employees with their customers’ needs and requirements. Inbound service employees receive phone calls from customers and provide meaningful solution to their problems over phone. If the problem is critical then they take notes and immediately pass that complain to their seniors like team leader, assistant manager for better handling of the critical complaints. Outbound service employees call customers to confirm the product order and to inform customers about the product(s) and any other related issues. Sometime they also take feedback about product quality and different other attributes of their operation from their customers. Social media service is also a critical component of the Customer Service Department of Alesha Mart. People working in this wing give all the updates about the on-going campaigns in the social media. They also receive complaints from customers through social media and also are naturally assigned with the responsibilities of giving feedback to customers’ queries over social media. Another wing in the Customer Service Department of Alesha Mart is responsible for developing and managing relationships with the target market and various relevant stakeholders. Majority of the problems received by Alesha Mart include failing the scheduled product delivery time, delivery of the product with inappropriate qualities, and various payment related payment issues. There is no formal procedure in Alesha Mart to measure the customer gap. I strongly recommend such a formal procedure to be implemented soon. Such customer gap, if effectively identified, can be later related to various service producer gaps. Alesha Mart can then develop various plans and strategies to reduce those provider gaps for the purpose of reducing the all-important customer gap.