Service Incident Case

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Part A: Satisfying Service Incident
A1: Service Incident Description

Name of Firm/Organization: DiGi Telecommunications Sdn. Bhd. Type of Service or Industry: Telecommunication Service Provider Date and Time of Incident: 11/08/2010, 3:28 P.M.

Circumstances Leading to Incident
This incident happened in Berjaya Times Square, Kuala Lumpur. I came across an advertisement on DiGi website regarding “What Berry Are You?” promoting the latest mobile data plan package; DiGi Smart Plan Lite. This package has attracted my attention mainly because of the eye-catching data package, which bundle with RM33 per month and 300 megabytes (MB) monthly quota usage with an average download speed of 700 kilobyte per second (kbps) without hidden charges. Compare with other packages offered by other telecommunication company, it was the cheapest and also the most affordable mobile data package available in the market. After understood the terms and conditions of this package from the website, the next day afternoon I eventually went to DiGi service centre at Berjaya Times Square to enroll into the service.

What Occurred During the Incident
After I took my queuing number in front of the service centre, a staff named Jess later came to serve me patiently with smiles. When I asked Jess how the data plan package actually worked, for instance does it comes with free short message service (SMS) or free calls, she answered my questions clear and precisely and also introduced me some other attractive data plan packages with additional benefits, such as RM2 per day for unlimited data usage with an average speed of 384 kbps on prepaid plan. Jess also explained to me regarding the terms and conditions of the mobile data plan. The most interesting part Jess explained to me was the zero hidden charges when monthly data quota exceeded 300MB. “DiGi will not charged you extra when you exceeded the quota limit and it will only eliminates the download speed to 5 kbps. Unlike other telecommunication companies they have hidden charges. DiGi can assured this to you”, said Jess. Jess has given me good impression about DiGi. She also built my confidence regarding this attractive offer from DiGi and later, I had signed up for the data plan.

What Made the Incident Satisfying
When I first enquired about the DiGi Smart Plan Lite, Jess explained to me patiently one by one of all data packages available from DiGi and also analyzed the best data plan that suits my daily needs. Moreover, although I acted as I was unsure about anything even though I had gone through all terms and conditions (T&C) from DiGi website regarding DiGi Smart Plan Lite, Jess has yet informed me regarding the available T&C prior I enrolled into the data plan to ensure I had fully understood all the T&C so to avoid misunderstanding.

Additionally, when Jess took my identity card (IC) to photostat for verification and registration, she had crossed out twice of my photostatted IC with words mentioned “DiGi Smart Plan Lite” to avoid fraud, which I found Jess understood consumers’ concern about consumer privacy.

What Could or Should Have Been Done Differently
DiGi should consider about customers waiting time and efficiencies. This is because it may affect customer gap in terms of customer expectations and perceptions before one experience the service standards. When there were no seats available in the service centre, this will resulted in “uncomfortable” physical environment for customers while waiting for service encounter. The space outlet of this service centre was slightly limited. This eventually creates congestion when more customers were queuing to pay bills, enquiries, registration, etc. especially during peak hours.

DiGi should also understand some processes could be shortened, as it is not complicated. For example, DiGi should enhance its facilities, such as providing express counters for bill payment, or set up additional automated payment machines outside...
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