Factors Contributing To Customer Complaints In PCR (Professional Commercial Radio) Software R&D: A Case Of Motorola Solutions Penang
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Date
2014
Authors
N.Kasavan, Shobana Menon
Journal Title
Journal ISSN
Volume Title
Publisher
Universiti Sains Malaysia
Abstract
Customer complaints naturally reflect customer dissatisfaction. From a
business perspective, customer complaints are a sign indicating the presence of
problems that needs to be resolved at the soonest possible time. Uncovering what is
causing the customer complaints presents an opportunity to improve a firm’s
business growth. Motorola Solutions primarily receive three types of complaints from
customers: [1] feature functioning but not fulfilling customer’s expectation, [2]
feature malfunction and [3] long cycle time to fix issues. In order to root-cause the
underlying factors that causes customer complaints, the SVP Framework was
adopted as the research methodology. By continuously questioning why a symptom
appears, the root-cause that is causing the customer complaints could be identified.
The data collected to support the case analysis was primarily attained through
structured interviews and extensive literature reviews. The complaints mentioned
above were known to be related to the operations issues constituting to New Feature
Development, Testing and Customer Issue Handling and Resolution. This typically
results in wrong feature being designed based on the wrong requirement, defects
escaped from the test and customer issues not able to be duplicated and fixed within
committed date respectively. The underlying problems were identified through detailed analysis which is
categorized into three groups: [1] Intellectual Capital Development/Competency,
[2] Business Process issues, [3] Lack of Technology Adoption. By improving the
competency, business process and adopting proper technology, the product features
can be designed with correct requirements, defect escapee will no longer happen and
customer issues can be fixed within the committed date efficiently. In a broader
view, it helps in reducing the customer complaints and regains customers’
confidence, which eventually helps Motorola Solutions to increase its revenue in the
long run.
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Keywords
Customer complaints naturally , eflect customer dissatisfaction