NATIONAL ECONOMICS UNIVERSITY FACULTY OF FOREIGN LANGAUGES ENGLISH FOR BUSINESS DEPARTMENT THÁI THỊ HẠNH A Study on Customer Relationship Management in Mathnasium Times City and Suggestions to Futher[.]
COMPANY INTRODUCTION
Overview of Mathnasium Company
1.1.1 History of foundation and development of Mathnasium in general
Mathnasium Group, headquartered in Los Angeles - United States, is a system of Mathematical Thinking Center for children at the aged of 4 to 15 years old by an American Mathematics Professor, Larry Martinek.
Mathnasium now is at the forefront of the growth rate of specialized math education for children worldwide Within more than 42 experience years in the United States, Mathnasium has more than 1.000 centers in US and 17 other countries, more than 5000 students worldwide and more than 40 centers in Viet Nam with 1.200 Vietnamese students.
Mathnasium in Viet Nam is headquatered at SH08 Garden Court 1, Phu
My Hung, Tan Phong Ward, District 7, Ho Chi Minh City Mathnasium Vietnam has excelled over many other countries in the world to be honored and awarded the Outstanding Achievement Award 2018 by the US Mathnasium at the 14th Annual Meeting of the global Mathnasium System With this award, Mathnasium Vietnam is once again certified by the US Mathnasium for its outstanding quality and training effectiveness.
1.1.2 History of foundation and development of Mathnasium Times City
Mathnasium Times City is established in 2016 in B03 The Boutique – Times City, 458 Minh Khai Street, Hai Ba Trung District, Ha Noi City
Currently, the center manager is Mrs Nguyen Thi Tra My Mathnasium Times City is the second largest center in the North, always leading in the number of students and revenue.
Website: https://mathnasium.edu.vn/
E-mail: info@mathnasium.edu.vn
Business Activities
Initially, Mathnasium Times City was established with the aim of opening Math class for students from 4 to 15 years old.
Mathnasium Times City has three main programs.
The First Steps program establishes the foundation for each student’s future Math studies and success and at the same time boosts their logical intelligence development process.
The Key Steps program helps create both solid logical and creative thinking skills, strengthen fundamentals by its practice and approach to acquiring advanced Math concepts.
Key Steps program is a combination as well as enhancement of theories and applied problems Throughout all topics, students are assigned a variety of problem-solving exercises, which help perfecting problem solving skill.
Organizational Structure
Figure 1: The organizational Structure of Mathnasium Times City (March, 2020 )
There are two main departments in Mathnasium Times City including Sales Department and Teaching Department.
In detail, Sales Department is responsible for looking for new customers and care for existing customers, collect responses and feedback from all customers to create future business plan
Teaching Department First Steps' Teacher
In Teaching Department, teachers directly run the class for students in Mathnasium Times City Their duties also prepare and update new lessons daily, keep in touch with students’ parents to satisfy them
Last but not least, Center Manager contribute the success of the business of the company by motivating the performance of individuals, supporting problem resolution and decision-making, monitoring and controlling expenses and budgets and tracking and reporting scorecard results to senior management.
Mission and Vision
Mathnasium Times City’s mission is to focus on developing children critical thinking, creativity and problem solving skills, preparing a firm foundation for children’s success in future.
In the future, with a view to accessing a new method of learning,Mathnasium has tendency to upgrade the teaching quality as well as service to offer Vietnamese students a chance to experience the best educational method in the world at an affordable price.
Some competitors of Mathnasium Times City
Table 1: Some competitors of Mathnasium Times City
Program It is a copyright program from
US, based on personalized method, develops comprehensive math skills according to the training program at
It is an English math program, science development, reading comprehensio n skills according to Singapore's curriculum standards
This program helps children understand better about basic math concepts based on the Common Corre State Standard, focusing on practicality
This program helps kids train their brain through UCMAS arithmetic tool as well as improve the ability of observation, visualization, concentration, school systems in Vietnam. and applicability to a wide range of life issues.
Its also support in developing: critical thinking, problem solving skills, creativity, analysis, synthesis, teamwork and the development of mathematical principles periodically. memorization and super fast calculation for the children.
Seeing each student as a separate entity, each student has a individual learning path according to ability, a small group of up to
6 students per class This program also
Students not only learn math but also develop English skills.
Help your child develop comprehensiv e skill, not only in math but also in science and life.
Help children increase the ability to calculate, especially can quickly calculate the multi-number calculations. helps students to develop their critical thinking and international math.
Weak points There have not been specialized exam training program yet
Tuition is high compared to the other competitors.
This program does not follow school content.
This program is not focused on Math.
The program does not fully support the school curriculum, because in addition to calculating maths, there are also forms of math with solutions, math problems and geometry. Tuition fee 250.000VND/ hour
THEORETICAL FRAMEWORK
2.1 General understanding of Customer Relationship Management
2.1.1 The definition of Customer Relationship and Customer Relationship Management
In one hand, customer relationship has many different definitions. According to Business dictionary, it is regarded as the development of an ongoing connection between a company and its customers The relationship involves marketing communications, sales support, technical assistance and customer service This is measured by the degree of customer satisfaction through the buying cycle and following receipt of goods or services It is also defined as an effectively communication with your customers and promptly addressing complaints and treating them as opportunities for improvement
However, they all present the same approach that the goal is to retain existing customers and to gain new ones by providing the best customer satisfaction they can, and hopefully, to find better customer services than those their competitors provide If managers understand exactly what customer relationship is, then they can answer the question how to build a customer relationship management system effectively.
In another hand, there is also a variety of definitions of customer relationship management It is an approach to manage a company's interaction with current and potential customers It uses data analysis about customers' history with a company to improve business relationships with customers, specifically focusing on customer retention and ultimately driving sales growth.
As a result, a company can optimize revenue and profitability while promoting customer satisfaction and loyalty
2.1.2 A Customer Relationship Management model (IDIC)
The IDIC model was developed by Peppers and Rogers This model suggests that companies should take four actions in order to the building, keeping and retaining the long-term one-to-one relationships with customers This model name, IDIC is stand for the first letter of four actions including identify,differentiate (value, need), interaction and customize.
Figure 2 The IDIC model of customer relationship management (Peppers and
First, a company must identify who is an actual customer and should know about deep knowledge of their customers.
It is not only necessary to know about your customers but you have to know about more and more your customers so that you can easily understand them and serve them profitably.
Differentiate your customer on two bases: value and need.
Value: Differentiate your customer to identify which customer is generating most value now and which offer most for the future.
Give more value to those customers who are generating more value for you.
Need: Differentiate your customers according to their needs.
Different customers have different need and serving the in profitable ways needs more knowledge about their needs.
The company must emphasis on interaction with the customer to ensure that you understand customer’s expectations and their relationship with a brand.
The company must consider interaction with customers according to their needs and value that they are providing you.
Interaction directly with customers makes believe that company has a concern with them and company wants to serve them individually.
These efforts make customers loyal and help the company to build long- term relationships.
When you differentiate your customers according to their values and needs, after that, you have to customize your product according to their needs and values.
Customize the offer and communications to ensure that the expectations of customers are met Interact to customize is information to customers about your ability to cope with their needs.
Failure in the third step means something wrong with second or third steps. Inshort, The IDIC model provides a sound framework through which businesses can tread through customer engagement and work to meet their expectations.
2.1.3 The important of the Customer Relationship Management
From a modern business point of view, businesses must not only provide more value to customers than other competitors but also create and retain loyal customers because the profits of businesses are mainly due to loyal customers In other word, customers are the vital issue of any organization, that is the goal of thousands of employees in order to push sales as well as promoting trade. Successful businesses are organizations that are good at managing the entire procurement cycle of customers, rather than just successfully completing each sale Customer relationship management has been become one of the most important tasks of the top management levels Thus, businesses need to choose customer relationship management strategies and build customer relationship management models, processes and measures.
2.1.3.1 The important of the Customer Relationship Management to new customers
A customer is a person that receives and buys a product or service and can choose between different goods and suppliers In business, new customer is a person who decides to consume a product or service for the first time.
To new customers, Customer Relationship Management helps businesses learn about their customers, including who they are and why they purchase your products, as well as trends in customers' purchasing histories This allows businesses to better anticipate their customers' needs and, as a result, fulfill them.
Effectively using customer relationship management can also provide a strategic advantage Well organized customer data helps companies select the correct recipients for promotions and new products.
Moreover, Customer Relationship Management allows businesses to optimize their customer satisfaction As a result, existing customers will recommend others such as their friends or their relations This is regarded as word-of-mouth marketing or friendly recommendation which made over dinner and is the cheapest way a brand can find new customers because you don't have to spend money on advertizing to attract and influence them.
2.1.3.2 The important of the Customer Relationship Management to existing customers
In contrast, existing customers of a company are people who already bought its products or services before The same as word-of-mouth marketing, focusing on re-engaging customers can save time, effort and money of a company by minimizing the process of marketing and sales In another word, the easiest and most predictable source of new revenue is right under your nose: it comes from the existing customers Therefore, it is Customer Relationship Management which play the most important role to allow businesses to improve their customer satisfaction, and then increase the company revenue and profit.
2.1.4 The factors that affect to the Customer Relationship Management
2.1.4.1 The processes of customer relationship management
The processes of customer relationship management is one of the most important factors supporting the introduction of customer relationship management in organization The process commences from getting to know customers and building good relationships with customers based on the behaviors of targeted groups An organization needs to make customer as the foundation for relationship building through the construction of complete customer databases that are accessible by the organization Each customer should be analysed in order to understand his or her need and attitudes, which are the basis for good relationship building and ongoing relationship maintenance The customers management processs cover recording and registering customer, analysing customer for improved customers understanding
Employees are seen as the central to an effective Customer Relationship Management, and firms must manage the relationship with their employees if they have any hope of fully serving customer needs and that this is especially important in firms where employees are the eyes of customers.
If companies do not take care of their employees, they cannot take care of the customers Businesses should give employees all they need to be happy and absolutely enthralled to be there In addition, companies also should give their employees more training class which teach them know to satisfy customers effectively because employees who interface with customers need to be empowered to address customers concern promptly.
Nowadays information technology is used as the tool for organizational communication, knowledge management, and strategies (Laudon, & Laudon,
2002) Likewise, Customer Relationship Management technology is the important strategic tool of an organization to attain success in Customer Relationship Management owing to the basic structure of information technology and information from customers databases (Torres, 2004) Primarily, the customer management strategy requires a center to store all customers' news and information This center must have efficient information technology architecture that is adjustable according to the changing environment It must contain a systematic Customer Relationship Management in order to communicate with customers through direct dispatching of information to customers, strategy for retaining customers with the organization Besides, the quality of information sent to customers also affects the building of good relationship with customers.
In this respect, application of technology can upgrade the information qualities.
2.2 A study related to Customer relationship management (The model of SERVQUAL (Parasurama, Zeithaml & Berry, 1988))
FINDINGS AND ANALYSIS
In this main chapter, the author mentions the real situation of customer satisfaction in Mathnasium Times City based on the data collected by the company’s reports as well as the two survey questionares for customers and staffs of this company These two main types of approach methods are used to lead to a conclusion of customer relationship management.
3.1 Customers in Mathnasium Times City
3.1.1 Overview of customer in Mathnasium Times City
Most students at Mathnasium Times City are attending schools located nearby the center, within a radius of 5km It is because that the convenience of transportation is also one of the criteria that parents are interested in looking for extra classes in a very heavy traffic city like Hanoi According to the company report of February 2020, the researcher collects the student information and the result is shown in the following pie chart:
Mathnasium Times City students' School
Vinschool Quynh Mai Primary School Homie Kindergarten Others
Figure 4: Mathnasium Times City students' School
Thus, up to 85% of students of Mathnasium Times City are attending
Vinschool which is among the top schools in Ha Noi with modern facilities, international standard curriculum at a cost of more than 200 million per year per student Vinschool is a very potential market, because the majority of parents with children studying at Vinschool are people living in VinGroup's buildings of
Times City area, working on business with high income of over 50 million Dong per month They are willing to pay a high price for their children's education if it meets their needs The rest are some public and private schools in Minh Khai area such as Quynh Mai primary school, Homie Kindergarten, ect.
In addition, working as a Program Consultant in Mathnasium Times City and taking the opportunity to have many conversations with parents, the author also found that most parents here are very busy and do not have enough time to take care of and closely monitor their children's learning but rely on grandparents or baby sitters A mother shared that “there was a time when she was running a project and had to go to work outside the province or abroad for months, she often came home at late night, and could not take a phone call for her children because it was time they went to sleep” Therefore, they have less time to find out many programs for their children, but mainly through friends and relatives It is also shown in the results of the 50 parents survey of customer satisfaction in this study.
From relatives or friends Telesales
Passing by the centre Others
Figure 5: Students’ source in Mathnasium Times City
As the author mentioned above, most students at Mathnasium Times City are Vinschool students living in Times City This is a residential area where information is shared on Facebook community groups publicly and transparently, so oral marketing is one of the most extremely effective communication channels Because of such a strong community and being very busy businessmans, most parents prefer listening to the recommendation of acquaintances or friends to find extra classes for their children to following other sources of information In Mathnasium Times city, this number is also so impressive that up to 60% of parents know Mathnasium through acquaintances and friends, 18% are through telesales which program consultants invite them to participate the free competency testing, 10% are thanks to information on the internet, and only 6% is due to the favorable location which is oposite to Vinschool T1 and about 200m from Mathnasium Times City to Vinschool Primary School According to this survey, about 6% of parents know Mathnasium Times City thanks to the leaflets or billboards located in the mall, ect.
3.1.2 Customer expectation in Mathnasium Times City
Researching market to capture the needs and desires of customers plays an important role in Mathnasium Times City to success in managing the customer relationship managerment system and increasing customer satisfaction In this study, the author also based on the results of customer satisfaction surveys to draw conclusions about customers' expectations in Mathnasium Times City according to the pie chart below.
Improving Math skills Develop logical thinking Increase concentration Supporting school programs Preparing to pass an entrance exam of a specialized school Others
Figure 6: Customer expectation in Mathnasium Times City
According to the research model called SERVQUAL (Parasurama,Zeithaml & Berry, 1988)) mentioned in chapter 2, there are 5 influencing factors which contribute to customer satisfaction including reliability, assurance,tangibles, empathy and responsiveness Obviously, the level of customer satisfaction is also based on the ability to meet their expectations In terms of reliability, most customers expect this program to support their children to study well in school, and then achieve high score(44%) In addition, they also hope that
Mathnasium Times city will help their children to have better computing skills(20%), develop logical thinking(14%), improve concentration ability(10%). Very few parents choose Mathnasium Times city to help their children to prepare for an entrance exam to a specialized school system in Hanoi because each specialized school here will have its own programme structure and curriculum. And as mentioned in the table comparing the strengths and weaknesses of Mathnasium Times city to other competitors, Mathnasium is a copyrighted math curriculum of the United States, focuse on the importance of fundamental issues, core values and individual strength, so it will support their children well in understanding the nature of mathematical problems, simplify abstract concepts, help students not to lose their basic knowledge, and learn according to each individual's curriculum Because this method limited in training for a specialized programme, only about 6% of parents choose Mtahnasium Times City for this purpose In addition, 6% of the parents surveyed had other expectations such as hoping teachers to help children to build an active learning spirit, stimulating a passion for math, etc.
In addition, according to the monthly student care reports of program consultants and teachers in Mathnasium Times City, with an extra-curricular program outside of the school, these busy parents would pay more attention to empathy and tangibles Clearly, changing a student's academic performance will require a whole process which takes at least 6 months which is long enough for every student to understand the method and practice it by themselve Therefore, before parents can see their children’s progress, the factors that keep their parents allow their children upgrade in the next 3-month-course are empathy and tangibles In other words, customers in Mathnasium Times City expect much more on the way teachers and program consultants’s care, monitoring their lesson, communicating to parents to let them know how each lesson works, and facilities to ensure their children have a safe and effective class If the teachers consider themselve as parents and take care the students like their own children, then the customer will surely experience the service quality called over- expectation.
3.2 The structure and process of the customer relationship management system in Mathnasium Times City
In Mathnasium Times City, there is no customer relationship department.
As mentioned in the company's general introduction, the organization structure is quite simple The customer relationship management system is in charge by both consultants and teachers under the supervision of the center manager.
Figure 7: Customer relationship management process Thus, at the pre-enrollment stage, the program counselor is primarily responsible for giving the customer a background knowledge about Mathnasium Times City and making it become “reliable” which is “the ability to perform the promised service dependably and accurately” according to the model of SERVQUAL (Parasurama, Zeithaml & Berry, 1988) Then, once a student has registered and become an existing customer who is experiencing the curriculum at Mathnasium, teacher will be in charge of managing and taking care of this student Teacher’s mission includes teaching, interacting with parents weekly through a contact book as well as other forms such as phone calls, texting, emails and face-to-face meetings However, when students finish the ongoing course and prepare to upgrade to a new course, the program consultant will work with parents to report the student’s progress and announce the next course information All steps are monitored and directed by the center manager.
Customer relationship management process is conducted according to the following table:
Table 3: Customer relationship management Timeline
Within the first week Introduce teacher, program consultant in- charge and course information
Call 2 Teacher Two week before midterm test
Inform study progress and inform midterm test information
Call 3 Teacher Two week after midterm test
Inform midterm score, collect parent feedbacks and arrange tutoring sessions (if needed )
Call 4 Teacher One week before final test
Inform study progress and inform midterm test information
One week after final test Inform final test score, collect parent feedbacks and follow-up next class All information gathered from the calls will be aggregated on excel and then shared for all staff including teachers and program consultant Through this monthly report, all staff members can collect parents feelings, understand parents' needs and expectation promply as well as know the real situation of each student to support them immediately.
However, the author also conducted a survey to evaluate the effectiveness of the customer relationship management system for 12 employees atMathnasium Times City According to this survey, there are many channels of communication between parents and staffs here, including meeting face to face after class hours, telephone, zalo, email, ect.
Method of communication to customers
Meeting face to face Telephone
Figure 8: Method communication to customers in Mathnasium Times City Zalo is the most frequent communication channel between employees and parents (47%), because as the author mentioned earlier, parents in Mathnasium Times City are very busy and are not willing to answer the phone during office hours Zalo is a popular communication channel used in many companies and organizations, so parents can update messages on zalo more frequently and conveniently than other applications Moreover, it does not cost as much as normal texting via sms or phone call Besides, meeting and exchanging information directly accounts for a high proportion (30%), and is considered the most effective way Calls are primarily made to collect parents' feedbacks according to the process outline above.
RECOMMENDATIONS
After analyzing every aspect of customer satisfaction, in this chapter, several recommendations for further improving the customer relationship management will be presented.
4.1 The structure and process of the customer relationship management system in Mathnasium Times City
Although both consultant department and teaching department run the customer relationship management system quite well, it is clear that the number of students in Mathnasium Times City is continuely increasing will put much more pressure under these department in the coming time As of March 2020, there are 438 students in Mathnasium Times City, but this number is expected to rise up to approximately 500 people in the end of this year At that times, program consultants have to focus on both new students and ongoing students, which can make them be overloaded Therefore, it will be better if there is a professional department which can take charge of customer care As a result, the structure of the company will be more specialized and effective.
Excel is an useful tool to store all students’ information, but it still have some limitation Mathnasium has a software system which only Mathnasium’s staff can access to This system allow staffs to create a new student account which will be existing forever and update ongoing student information such as fee, study process, exam result and note Therefore, in note area, every staff can update the student information daily, then others can easily get all students’ information themselve.
Teachers in Mathnasium used a variety of method to keep in touch with students’ parents, however, it is difficult for these very busy papents to follow and remember all the information they discussed Therefore, it is neccessary to give them a tool called online-contact book which they can access to all important information of their children such as previous lesson, today lesson,homework, comments via a phone or a computer This tool is quite popular among other educational centres, but it is friendly to use and much more convenient than other traditional contact-books This online-contact book will enhance the relationship between student’s family and Mathnasium Times City.
In another hand, to futher improve customer satisfaction, teachers should be taken part in more training sessions Such classes will give them a chance to learn communicational skills, which help them to know how to understand students inside easily.
As the author mentioned above, parents expected Mathnasium Times City to prepare snack which students can eat before class hour This expectation is completely reasonable, and the cost for this meals is within the monthly budget allowed by the company The snack can be milk, bread, rice cake,ect.
In addition, the center should also provide transportation assistance to students who study at Vinschool or live in buildings in Times City, because this not only makes parents more satisfied, it is also a very effective way of local advertising For example, Apax English in Times City are very successful in using this method They have become more popular to parents here since they launched the campaign which they help parents to pick up students at home or schools.
Instead of allowing students to watch TV while they are waiting for classes or waiting for their parents to come and pick them up, Mathnasium Times City should prepare some smart games like uno, billionaire chess, broken cat, ect. These games both help students exercise their brain, limit the time too watching
TV and even increase interaction among students at the center.
Most customers in Mathnasium Times City is from referal channel.However, there is currently no policy to encourage and thank those parents for their recommendation Therefore, the center should have more policies for referal customers such as gifts, discount vouchers This is also a good way to improve customer satisfaction and is an effective marketing method.
In this paper, the advantages and weaknesses of existing customer relationship management of Mathnasium Times City was addressed and analyzed Although there are many good points in this system, it still has particular drawbacks which need to be improved soon The company should take more action to improve customer satisfaction Further more, the company should pay much more attention to build up a convenient system to follow and manage its ongoing customers Together with installing modern facilities for better studying environment, Mathnasium Times City also should enhance the quality and quantity of training programs for staff of all levels of qualification
Finally, because of limited comprehension and time, the author cannot cover up all the issues of company as well as aspects of customer relationship management The author sincerely do hope to get more instructions, comments and advice to fulfill the graduation report.
1 Lưu Đan Thọ, Lương Văn Quốc (2016) Quản trị quan hệ khách hàng,
2 Nguyễn Ngọc Huyền (2013) Giáo trình quản trị kinh doanh, Đại học kinh tế Quốc dân.
1 Parasurama, Zeithaml & Berry (1988) SERVQUAL: A multiple- Item Scale for measuring consumer perceptions of service quality
Peppers and Rogers (2002), CRM Models (Customer Relationship Management Model) from https://ninjaoutreach.com/crm-models/
Marshall hargrave (2019), Customer Relationship Management (CRM) from https://www.investopedia.com/terms/c/customer_relation_management.asp
Jason Kulpa (2017), Why Is Customer Relationship Management So Important? from https://www.forbes.com/sites/forbesagencycouncil/2017/10/24/why-is- customer-relationship-management-so-important/#59c14bb47dac
SURVEY QUESTIONAIRES FOR MATHNASIUM TIMES CITY’S STAFFS ON CUSTOMER RELATIONSHIP MANAGEMENT SYSTEM
I am final-year student of Business English Department at National Economics Univeristy This survey questionnaire is given to collect data for my final report with the topic “A study on Customer relationship management system in
Mathnasium Times City” Your participation in giving your opinions on the issues in this paper will make a huge contribution to the success of my thesis Thank you so much for your time and consideration in filling in this questionnaire.
Firstly, please circle the best option for the following questions:
1 How long have you been working in Mathnasium Times City?
2 How many students are you currently teaching (for Teachers) or managing (for Program Consultants)?
3 How often do you interact with your student's parents?
A Only when incidents such as complaints arise
4 What methods do you use to communicate with parents? (Can choose more than 1 option)
A Meeting face to face after class hours
E Others (Please write down in detail)
5 How do you store student information?
A Update to Mathnasium management software
B Follow up on the Center's general excel report
C Take notes in a personal notebook
D Self-remembering in your head
E Others (Please write down in detail)………
6 How do you discuss the problems related to students among other departments?
A In weekly meetings at the Center
B Follow up on the Center's general excel report
E Others (Please write down in detail)………
7 When incidents such as a complaint occur, which department is responsible for resolving it?
D Depending on the level of the incident, the relevant department will be responsible for resolving it under the direction of the Center's management.
F Others (Please write down in detail)………
8 How long did it take for Mathnasium Times City to resolve complaints
A It took maximum 24 hours to resolve the problem within CentralAdministration's authority The problem outside the scope ofCentral Administration's authority is within 7 days
B It took maximum 48 hours to resolve the problem within Central Administration's authority The problem outside the scope of Central Administration's authority is within 7 days
C It took maximum 24 hours to resolve the problem within Central Administration's authority The problem outside the scope of Central Administration's authority is within 14 days
D It took maximum 48 hours to resolve the problem within Central Administration's authority The problem outside the scope of Central Administration's authority is within 14 days
E Others (Please write down in detail)………
9 How do Mathnasium Times City’s staffs take part in a training course related to customer service ?
A Only when there is a new policy of the Management Board
10 If you evaluate the effectiveness of Mathnasium customer relationship management system on a 10-point scale, how many points will you choose?
Finally, if you have any comments or suggestions, please list them below: (Eg: receiving complaints, the process of customers’ information management, time for handling complaints, )
Thank you for your contribution!
PHIẾU KHẢO SÁT NHÂN VIÊN TẠI MATHNASIUM TIMES CITY VỀ
QUY TRÌNH QUẢN LÝ CHĂM SÓC KHÁCH HÀNG
Em là sinh viên năm cuối của khoa Ngoại ngữ Kinh tế, trường đại học Kinh tế Quốc dân Phiếu khảo sát ý kiến này được tạo ra nhằm mục đích thông tin để hoàn thiện bài khóa luận tốt nghiệp của em với đề tài “ Nghiên cứu hệ thống quản lý chăm sóc khách hàng tại Mathnasium Times City” Sự giúp đỡ của anh chị thông qua việc trả lời những câu hỏi trong phiếu khảo sát là một sự đóng góp lớn tạo nên thành công cho bản báo cáo này.
Chức vụ/ Phòng Ban: Đầu tiên, anh/chị vui lòng khoanh tròn vào lựa chọn đúng nhất cho những câu hỏi dưới đây:
1 Anh/Chị đã công tác, làm việc tại Mathnasium Times City trong vòng bao nhiêu năm?
2 Hiện tại anh/chị đang giảng dạy hoặc quản lý, chăm sóc bao nhiêu học viên ?
3 Tần xuất tương tác với phụ huynh học viên của anh/chị như thế nào?
A Chỉ khi nào xảy ra sự vụ
E Nhiều hơn hai lần một tuần
4 Anh/Chị sử dụng phương thức nào để giao tiếp với phụ huynh ?
A Gặp mặt trực tiếp trước học sau buổi học
5 Anh/Chị lưu trữ thông tin của học viên như thế nào ?
A Cập nhật lên phần mềm quản lý của Mathnasium
B Theo dõi trên báo cáo excel chung của Trung tâm
C Ghi chép vào sổ tay cá nhân
D Tự ghi nhớ trong đầu
6 Việc cập nhật, trao đổi thông tin liên quan đến học viên giữa các phòng ban liên quan diễn ra như thế nào ?
A Trong các cuộc họp hàng tuần tại Trung Tâm
B Theo dõi trên báo cáo excel chung của Trung tâm
7 Khi xảy ra sự vụ như phàn nàn hay khiếu nại, bộ phận nào chịu trách nhiệm giải quyết?
D Tùy vào nội dung và mức độ nghiêm trọng của sự việc, phòng ban liên quan sẽ chịu trách nhiệm giải quyết dưới sự định hướng của quản lý Trung Tâm.
8 Thời gian giải quyết phàn nàn và khiếu nại diễn ra trong bao lâu ?
A Mức độ nhẹ thì trong vòng 24h, mức độ nghiên trọng thì trong vòng 7 ngày
B Mức độ nhẹ thì trong vòng 48h, mức độ nghiên trọng thì trong vòng 7 ngày
C Mức độ nhẹ thì trong vòng 24h, mức độ nghiên trọng thì trong vòng 14 ngày
D Mức độ nhẹ thì trong vòng 48h, mức độ nghiên trọng thì trong vòng 14 ngày
9 Vấn đề đào tạo về quản lý chăm sóc học viên cho nhân viên của Mathnasium diễn ra như thế nào ?
A Chỉ khi có chủ trương chính sách mới của Ban điều hành
10 Nếu đánh giá hiệu quả của hệ thổng quản lý chăm sóc học viên của Mathnasium trên thang điểm 10, anh/chị sẽ chọn thang điểm bao nhiêu ?
Cuối cùng, nếu có bất kỳ ý kiến hay đề xuất nào, vui lòng liệt kê ở dưới đây :
Xin cám ơn sự đóng góp của anh/chị!
APPENDIX 3 SURVEY RESULT OF MATHNASIUM TIMES CITY’S STAFFS ON CUSTOMER RELATIONSHIP MANAGEMENT SYSTEM
1 How long have you been working in Mathnasium Times City?
Less than 1 year From 1 to 3 years More than 3 năm
2 How many students are you currently teaching (for Teachers) or managing (for Program Consultants)?
Less than 30 From 30 to 50 From 50 to 100 More than 100
3 How often do you interact with your student's parents?
Only when incidents such as complaints arise
One time per month One time per week Twice a week More than twice a week
4 What methods do you use to communicate with parents? (Can choose more than 1 option)
Method of communication to customers
Meeting face to face Telephone
5 How do you store student information?
Update to Mathnasium man- agement software
Follow up on the Center's general excel report
Take notes in a personal notebook Self-remembering in your head Others
6 How do you discuss the problems related to students among other departments?
In weekly meetings at the Center Follow up on the Center's general excel report
Email Words of mouth Others
7 When incidents such as a complaint occur, which department is responsible for resolving it?
Centre Management Program Consultants Teachers
Depending on the level of the incident
8 How long did it take for Mathnasium Times City to resolve complaints
It took maximum 24 hours to re- solve the problem within Central Administration's authority The problem outside the scope of Cen- tral Administration's authority is within 7 days
9 How do Mathnasium Times City’s staffs take part in a training course related to customer service?
Only when there is a new policy of the Management Board
10 If you evaluate the effectiveness of Mathnasium customer relationship management system on a 10-point scale, how many points will you choose?
APPENDIX 4 SURVEY QUESTIONAIRES ON CUSTOMER SATISFACTION AT
I am final-year student of Business English Department at National Economics Univeristy This survey questionnaire is given to collect data for my final report with the topic “A study on Customer relationship management system in