Improving customer service behavior of staff at MobiFone Service Company Region 8

Abstract

With the motto of being the best customer care carrier in the industry, MobiFone is constantly developing and improving the quality of customer service. Therefore, customer satisfaction is a very concerning issue at MobiFone 8. However, in recent years, the number of customers who report dissatisfaction after making transactions at stores has increased. Moreover, since the implementation of MNP, the number of MobiFone customers sending the request to keep numbers and switch networks to rival carriers has tended to increase. After analyzing the secondary data of MobiFone 8, these two symptoms mentioned problems such as low product quality, low condition of service environment, and poor customer service behavior of staff. Based on in-depth interviews from customers and people working at MobiFone 8, combined with primary data, secondary data, and literature, this research has identified the main problem of staff's poor customer service behavior. The main issue has been confirmed based on the low customer service behavior of the staff. For the main problem, three causes were found: the stress of work, inappropriate training, and ineffective performance evaluation process. Then, after analysis, the main reason, the ineffective performance evaluation process, was selected to reach suitable solutions. After developing alternative solutions, a combination of adjustment reward and punishment system and developing training and evaluation process for customer service staff has been selected as the most suitable solution for the current situation at MobiFone 8. The research is conducted to find out the problem that MobiFone 8 is facing, then find the cause and suitable solutions to improve customer service behavior of staff at MobiFone 8 and bring experiences of the best quality service for MobiFone customers.