CHAPTER 4 - DISCUSSION

In this study we have undertaken the research to explore why the counselors could not meet 75%

monthly target. It was clearly seen the impact of customer factors and the employee performance

towards target achievement, by on examining overall research we have identified that the

customer factors like attitudes , nature of the intake makes a significant impact on employees

performance.

By looking insights of the interview questions it was clearly identified that factors like customer

satisfaction and the dissatisfaction impacts in selecting the services and consequently the trust

which the customer build on the service provider can be increased or decrease. so accordingly it

matters in the growth of business. Customers will be satisfied or dissatisfied accordingly on

differences actually received and the differences they expect. When the differences convert

negative, then the customer may get disappointed. Furthermore, it is more likely to come as a

complaint. When taking SSIE counselors, that the workload they get stressed them out and when

they get customer complaints impact, the counselor performance being decreased.

In order to provide overall customer satisfaction and receive recommendations, the company

should evaluate the performance and obviously needed to provide a good training on practicing

easy work procedures. It makes the business more effective and efficient and make happy

customers and also it will contribute in spreading positive word of mouth about ACBT SSIE  .

As mentioned in the interview by the counselors the time they have is not sufficient to complete

all the workload and all of them mentioned the importance of separating the work done as

counseling and application processing.

When taking the satisfaction sheet consisted with customer reviews 60% of the are satisfied and

rated the counselor as satisfied and 40% them are dissatisfied about the service provided by

them.  according to the interview done with counselors , majority told that there is a delay

occurred because they get students and stuck with few customers where as some customers have

to wait to meet their perspective counselor,

It has been identified, that most of the counselors could not do follow-ups and that is impact on

their performance.

Counselors get complaints due to delay of offer letters by the university. Counselors need to

make follow-ups so often. Due to change of time zones of Sri Lanka and Australia, the

counselors need to contact them according to Australian working hours .So they have limited

time to coordinate with university and sometimes the counselor has to undergo difficulties with

time management while handling the customers.

Counselors also has to undergo a difficulty in certifying the document as true copy. They have to

wait sometime to get the signature and even the manager in charge gets busy with some

customers. So consequently, the customer and the counselor both, have to wait until the manager

in charge get available. so when considering the above facts we have identified that there are

some considerations which  the company has to take place , in order improve and helps in long

run of their Business.

CHAPTER FIVE – CONCLUSION & RECOMMENDATION

One of the key factors in achieving the company corporate goals is, providing a high quality

customer service.we were able to check and identify the factors from the customer side as well as

the factors of the counselor. we were able to assess the relationship of the above factors when

achieving the department targets and improving the overall performances of customers.

Researchers and practitioners are keen on learning and understanding the factors, which drives

Customer satisfaction, in part because studies find that customer satisfaction is an

Antecedent of increased market share, profitability, positive word of mouth, and

Customer retention (Anderson, Fornell, & Lehman 1994).

In this study, with information received we can conclude that service quality results making

customer satisfaction. When the expectations are met or exceeded, service quality and

satisfaction occurs. As a result, this could be an ideal strategy for the company to differentiate

from other providers to gain the competitive advantage. This study provides implications and

contributions to identify the customers and to fulfil their requirements providing satisfaction.

I think initially it is important to provide an overall training about procedures, identifying the

customer requirement and satisfaction. It is important for any organization to provide a great

value of the services and make new customers while keeping the existing customers happy.

There are some steps where the company can take in order to earn a better profit.
1. Initially, training the counselors with subject knowledge, efficiency, and professional ways of

handling the customers.

2. Making the department environment, more convenient and customer friendly

3. Recruiting new staff, designing the job roles and assigning duties to respective counselors

4. Launching new marketing campaigns to attract new customers.

5. Maintaining a good quality service for customers, by following effective procedures.

6. Research the about competitors and customer requirements

7. Introducing and developing the department with easy ways of doing work and practicing them.

According to the research undertaken, it is important to rectify and overcome the situation by

introducing a formal system for employees. This will be helpful for the employees and make the

following up process easy. Again, another thing we found out was the technical knowledge of

the employees is lacking behind which leads to miscommunication and this will delay the

documentation as well as breaking the customer trust.

We all accept that the employees drive the company towards the success and evenly the

company should facilitate them make them happy. “Client is the king” of any business.

Therefore, it is important for the company to work hard and make happy customers.