Bachelor of . Business U. S. Q. Australia
This report analyses the courier service, Capital Transport, through development of a flowchart and Multi-Segment Model. It also discusses the company’s issues pertaining to improvement. Capital Transport is an independently owned company and operates six branches in Australia. The analysis in this report addresses the Brisbane branch of Capital Transport. The service flowchart demonstrates the step by step process a customer follows in acquiring service, namely making a reservation, arranging collection of the goods for delivery, being notified of completion of service and, finally, confirmation of receipt of goods. The chart explains the operational process of the courier service. The Multi-segment Model focuses on the buyer’s perspective. It analyses the product, product delivery and auxiliary service as well as additional marketing to assess the relationship between company and customers.
Since it addresses the four issues of the 7Ps of service marketing, it reveals the issues relevant to improvement of factors relating to the people, place and process from the 7Ps. Achieving particular improvements will enhance customer satisfaction and service quality.
This report analyses the transport service relay using flowcharting and the Multi-segment model to represent the buyer’s perspective. Many businesses are customer service focused these days. While the service is the input, the outputs are largely intangible. These days, business trading integrates product and service provision (Lovelock, Patterson & Walker 2004). A courier service is not only transferring goods from one destination to another but also includes service provision. For example, Capital Transport may assist in a business trade-off involving the C &G Timber Company which sells timber to builders who need a large delivery truck. Therefore, Capital Transport is the medium for both the Timber Company and builder.
In order to develop the issues and devise recommendations for Capital Transport, it is necessary to recognise four issues deriving from the 7Ps of marketing mix. An analysis will be undertaken of these four issues, namely employee situation, company development, storage system and confirmation system.
1.1 Company Background
Capital Transport was founded in 1998 as an independently owned company providing a business courier service. Following a fast growth, six bases now operate in Australia - Sydney, Melbourne, Brisbane, Adelaide, Perth and Darwin. The Brisbane branch, employing more than 80 staff, mobilises a fleet of over 300 vehicles which provide transport services facilities to particular business partnerships in the metropolitan area. Capital Transport continually invests in the long- term future of the company (Capital Transport Services 2004).
2.0Flowchart of service
The flowchart enables understanding of service creation and delivery by illustrating the framework of service organisation, the coordination of the separate processes of the service system, and the weak points requiring improved efficiency and productivity (Ward & Newby 2007). In developing the flowchart, each particular type of interaction has been identified and linked with the backstage organisation which supports and enables this process The development of the flowchart distinguishes between frontstage and backstage activities and combines the interaction between markers and customers (Lovelock, Patterson & Walker 2004). 2.1 Developing a flowchart
The flowcharting for Capital Transport presents customer experience and work process. In completing the steps, a customer who requires a courier service makes a reservation with Capital Transport. This is followed by collection of the items and delivery with confirmation provision. Thus is the main flowcharting for the Capital Transport.