Research Methodology Assignment - Ch02

Only available on StudyMode
  • Download(s) : 74
  • Published : March 13, 2013
Open Document
Text Preview
ESLSCA
Heliopolis Campus

Prof. EL SAFTY, Ashraf

Assignment of Chapters 1, 2 and 3

Prepared By: Noha R. El Zalabani
Student ID: 22
Intake: 40C
Class: Sunday (6PM – 9PM)
Date: 16/02/2013

Assignment (01): The Research Topic
Introduction:
XYZ is one of a leading company in the Software and IT Solutions in the local market. It has three main business units: ERP (Enterprise Resources Planning), CRM (Customer Relationship Management) & DSS (Decision Support System). The Sales Director has observed the following problem: “Although the first two business units are achieving 20%-25% increase in sales annually where around 35% of the total sales come from recurring business from existing customers, the DSS business units not only was not able to achieve more than 78% of the targets for the last three years, but also all the contacts are coming from few customers” -------------------------------------------------

Assignment (02): Applying the Hypothetico-deductive method in the organizations

Inability to meet the business unit targets
Identifying the broad problem area:
When analyzing the company sales targets- planned versus achievements- of the last three years in order to plan for 2013 forecast, the Sales Director observed that two out of three of the business units are meeting the annual targets, while the third one ‘DSS business unit’ is hardly exceeded the 75% of the targeted sales for the last three years. Furthermore, he noticed that around 35% of the total contacts of the two achieved business units are coming from recurring business, on the other hand the DSS business units contracts are all coming from new customers. Moreover, he reviewed several CI (competitive intelligence) reports to make sure that there is no obstacles might affect achieving the target on both macro and micro environment level, but it showed a good level of stability for the last three years. Accordingly, the Sales Director developed the following broad statement: “What should be done to support the DSS business Unit to achieve the annual sales target for the year 2013?”

Defining the problem statement:
The Sales Director has conducted a one-to-one meetings with the three business units heads and some of the team leaders, investigating the selling tactics, selling cycle and closing deals ratios in each business unit. Also he had two meetings with the Project Managers and the After-Sales Support Manager. The Sales Director found out that the closing deals ratios with the new customers are very similar in the three business units, however, the DSS business unit is hardly able to generate any new deals from its existing customer base, on contrary to the other two business units these achieving around 35% of the target from recurring business. Also he found that the ‘services evaluation forms’ that received from the DSS customers are mostly below average and showed customer dissatisfaction. The Sales Director searched the internet to investigate the customer dissatisfaction issue and how that can affect the recurring business. He discovered that not turning to the customers’ dissatisfaction and building complaint barriers would definitely harm the business and might cause discontinuity. Also he realized that it is important to learn about the complaints to reduce the business failure. Response to Complaints

Customer Satisfaction
Recurring Business
Customer Complaints
Direct Impact Complaints
Indirect Impact Complaints
Indirect Impact Complaints
Response to Complaints
Customer Satisfaction
Recurring Business
Customer Complaints
Direct Impact Complaints
Indirect Impact Complaints
Indirect Impact Complaints
Two particular theories made it more clear for him; the ‘Affective Event Theory’ (Weiss, Howard M. and Russell Cropanzano (1996)) and the Exit and Voice: An Economic Theory of Customer Complaint Management (Exit and Voice: An Economic Theory of Customer Complaint Management (2010))

Therefore, he...
tracking img