An action research on improving customer relationship

• Main Author: Naz, Nick Anthony N.
• Format: text
• Language: English
• Published: Animo Repository 2017
• Subjects: Customer relations; Customer relations > Management; Conflict management
• Online Access: https://animorepository.dlsu.edu.ph/etd_masteral/5638
• Institution: De La Salle University

OPI is one of the Philippines largest below-the-line marketing agencies. It is a member of UMI-Asia group; Asia's largest integrated retail and marketing solutions provider. The objective is to enhance the skills of our marketing team. Due to the tug-of-war nature of the selling process, conflict inevitably arises between the marketing officers (MO) and project management officers (PMO) together with their clients. This action research project aims to address this issue to improve the teams relationship with their clients thereby resulting to increased number of projects and revenues. The studies of Edralin (2011); Ricks, Williams, and Weeks (2008); and Bradford, Rutherford, and Friend (2017) became the main guides of this project insofar as the interventions are concerned. In the action research process, Kurt Lewins Change Management framework was used as the model for change. I used the concepts of triangulation to gather and affirm data and frameworks like Scheins ORJI model, Ladder of Inference, Left-Hand Column analysis, Scheins types of inquiry, and Fisher and Torberts four parts of speech. Focus group discussions, actual fieldworks, and one-on-one meetings were conducted during the action research cycles. I further added different articles on trainings (specifically sales), conflict management, and sales management to comprise my third person inquiry. These tools aided in the completion of two action research cycles, on which a third cycle is already been contemplated. The results of the interventions showed marked improvements in the marketing teams confidence in engaging with their clients. These improvements were confirmed in OPIs evaluation from its top corporate client. Through this Insider Action Research project, we (the marketing team as my co-researchers) were given a venue to work closely in implementing projects that greatly impacts the team and OPI a t large.