Handling customer complaints in field sales division

• Main Author: Ymson, Ma. Carmina A.
• Format: text
• Language: English
• Published: Animo Repository 2017
• Subjects: Organizational change; Customer relations > Management; Sales management
• Online Access: https://animorepository.dlsu.edu.ph/etd_masteral/5646
• Institution: De La Salle University

Customer complaints and dissatisfaction arising from the failure of delivery of products and services are common in any business. The Bank of the Philippine Islands (BPI), the organization that I work for, is exposed to a wide range of complaints of different degrees in the daily business operations of BPI. Within the department that I belong to, the Field Sales Department, there is a growing concern in addressing the complaints particularly from credit card related services given to one of our major clients, BPO Company, which is unnamed throughout the paper. Complaints and follow ups make up almost half of the total number of emails received from BPO Company. Thus, the interventions of the action research were geared toward improving complaint management with the use of e-CRM components: engage, order, fulfill and support. With the collaboration among BPI Field Sales Officers and Credit Card Department officers, we streamlined our sales process and aligned it to a customer-centric approach to embody the e-CRM components. With the help of technology, tools and resources were constructed to ease knowledge sharing within team members. Findings of this research revealed that the interventions decreased the number of customer complaints and follow ups by 6%. It also eased the tasks of each team member. My research experience taught me the value of understanding each individuals viewpoint and experiences through collaboration. I also developed my skills in leadership and communication. I grew to be more participatory, critical and at the same time self-aware. Thus, through this action research, I was able to initiate change within our organization.