Scenorio
A retail store wants to offer its products online in response to numerous customers requesting to be able to
purchase the company’s products electronically. The company is beginning to see some growth in spite of the
recent economic downturn. The company strives to meet the needs of its customers, including giving them the
perception that they are the company’s highest priority. Being a profitable operation has not always been the
case, and the company has historically struggled with customer service issues, inventory-management
problems, employee turnover, and poor productivity overall. Naturally, the stakeholders of the company
began to lose faith in the viability of the company, and unfortunately, numerous stakeholders have dissolved
their relationship with the retail store entirely.
Approximately 7 years ago, the company hired a freelance information technology (IT) organization to create a
data-driven information system that would support customer records and order entry. The store manager
convinced the owner of the company that this route was the way to go. After all, anything would be an
improvement over what the company had at the time. The owner felt that because it was important to have
an efficient way to track customers and orders, any computerized system would be sufficient. He was not too
proud to share his lack of technological skills, and often deferred to others when it came to making decisions in
this area. He often joked that perhaps some computer training would do him and his employees some good.
He was never really assured that his data were backed up correctly or that his system was secure. And what if
the system crashed or the data started to appear unusual? He also had never heard of any of his employees
backing up the system files. If he lost all of his data, he would not know where to turn or what to do. The very
idea of his business depending so much on technology was almost too stressful to think about. Deep down,
however, he really wanted some assurance that his information was reliable and secure.
The customer records and order entry system that was installed solved a few problems for the short term but
quickly proved to lack the capability to meet the goals, objectives, and overall data needs of the company. The
freelance technology company provided no documentation on how to use the system or even how it was
designed. A large component that was missing was having the ability to track the product inventory. The
system in its current state does not seem to be fully functional and often lets employees override the store
procedures that the owner has clearly stated should be adhered to. For example, customers are given
discounts when they are not eligible, certain products are completely depleted from inventory without being
flagged for reorder, and prospects who have never placed an order are set up as customers with a fake order
to give them free product samples and promotional materials. This usually involves a person who is friends
with an employee collaborating to set up fake order for a product that is not even real.
Although the owner does not feel that he is very technically proficient, he admits that perhaps he should have
researched the needs of his company and the possible options before jumping on the first opportunity that
presented itself. He knows that he reacted to the problem instead of responding in an effective manner. After
all of that trouble, employees cannot keep track of customer records, orders get misplaced on the system, and
products that are not in inventory keep coming up as available. The problem has gotten so bad that the owner
has directed all employees to resort back to the manual method to handle all daily business transactions.
At this point in the company’s history, the need for positive changes is apparent to the owner. He is committed
to his company and his customers. He values all of the input that stakeholders have provided to him over the
years and knows that with a little determination, the company can be a success. His employees are loyal to
him and appreciate his attentiveness to their needs and concerns. He knows that each employee is good at
solving problems and wants to able to reward all of them by recognizing when they are able to solve problems
for the company. He sees his employees as dedicated and capable of meeting any of the goals and objectives
that he sets for them. He often compliments them on the cleanliness of the store and the way that the shelves
are organized. He has told them that the company takes pride in its appearance and ability to greet the
customer with a smile. This includes having the products that the customer wants at a reasonable price; that is
what he calls customer service.
Problem-Based Learning Perspectives:
Kelly, Customer Service Representative
“Every time customers call me and want to know the status of their order, I feel like
it takes forever for the system to provide a simple answer to a simple question. I can
understand why customers get frustrated with us because all they want is to know
what is going on with their order. After all, they are trying to coordinate their busy
lives and such. I feel like an idiot when I cannot answer the customer right away, and
I am upset because I thought this system would make things better. I feel like I spend
more time listening to customers complain, and it makes me uncomfortable.”
Mark, Cashier
“I don’t understand why I can’t simply give the customers a break sometimes. I know
they should not get a discount all the time, but if I know them, I think it is good
customer service to make them happy. Plus, the system allows me to do it. If this was
such a bad thing, then the system should not allow me to give discounts and
promotional products when I am not supposed to.”
Sandy, Product Manager
“This new system was supposed to help me manage product inventory more
efficiently but it isn’t. I do not have time to go back into the warehouse and count
everything. I told customers that we had plenty of stock, and we actually had none in
the warehouse, so naturally the customers are really angry with me. But it is not my
fault. The system told a different story, and I relied on the system to be right. Now
the owner is mad at me because he thinks I am not capable of doing my job. He says I
should always check to make sure that the system is not lying, but I don’t have the
time to do this!”
Ralph, Store Manager
“I really thought a new system was the way to go; after all, technology is supposed to
solve all problems, right? Why can’t things just work? The owner is really upset
because we spend so much time trying to fix problems that occur on a daily basis
that we do not have time to make things better in the store. At this point, we will
never be able to sell our products online. We cannot even manage the store we
have! Orders get misplaced, customers are angry because the wrong products come
in on their orders, and I am really tired. I just don’t understand it. I have seen
technology actually help businesses run more smoothly. Why does technology not
work for us?”
Ellen, Customer
"I love the convenience of shopping online. With my busy lifestyle, I have no time to
go shopping at the store for what I need. I do appreciate being treated with respect
as a customer too. After all, I should get the product I want at a fair price and should
have the ability to choose from a wide selection. I love the websites that have
customer support options so that I can call if I have a problem. I will be honest,
however, that I have little patience for order mix-ups and things like that. A company
that sticks by its word, though, means a lot to me. We all make mistakes; it's how we
fix those mistakes that matters."
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