Research combined with educational event at TCS Management Group New York-based TCS Management Group markets TeleCenter System, software used to forecast staffing needs for reservation centers, order centers, or customer service centers. Using TeleCenter System allows companies to have the correct number of people on duty at any given hour of the day or night, thereby optimizing the delivery of good service while holding costs as low as possible. TCS has an impressive list of customers, including American Express, British Airways, Sears, Amtrak, and Citicorp. TCS was planning a special two-day educational event, Customer-Forum, for its 300-plus customers, but was unsure how many TeleCenter System users would attend. Scheduled at the Opryland Hotel, the forum would offer speakers, workshops, and presentations. While TCS would underwrite the costs associated with planning the meeting and preparing the presentations, customers would be responsible for paying a fee to attend, as well as their own hotel and travel expenses to New York. "Ten weeks before the forum, we weren't sure whether we would have 40 people or 140 people coming to New York," shared James, CEO of TCS. While TCS had previously done most of its own customer satisfaction research, given the time frame of the need, it turned to New York-based company, Prince Marketing, who promised to design, conduct, and interpret survey results within 21 days. Three objectives were set for the phone survey: Determine the likelihood of Customer-Forum attendance. Update the TCS software users database (for subsequent use in mailing quarterly newsletters, special announcements, and software updates). Measure the level of user satisfaction (with the company and its software generally, as well as regarding specific software features and issues). Respondents were asked to rate on a 7-point scale the software's ease of use, the usefulness of software-generated reports, and satisfaction with service. They were also asked whether they would recommend the software and why/why not; whether they were aware of the Customer- Forum; whether their company planned to send a representative; and whether the customer needed or wanted more information on the Customer-Forum. Prince Marketing faxed the names and addresses of respondents indicating an interest in the Customer-Forum to TCS, which sent promotional materials immediately. Prince Marketing surveyed 315 customers: 161 users and 154 managers. Prince Marketing predicted that 115 people would attend the forum. Actual Customer-Forum attendance was 139. On customer service, 34 percent of respondents gave TCS a 7. the highest point on the rating scale
. Evaluate the survey method used in the study and what are your suggestions
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