NATIONAL ECONOMICS UNIVERSITY FACULTY OF FOREIGN LANGUAGES DEPARTMENT OF BUSINESS ENGLISH NH TẾ z> CHU DIEM HANH A STUDY ON THE CUSTOMER CARE SERVICE AT ILA ENGLISH CENTER - ILA HN4 Hanoi, April 2023 NATIONAL ECONOMICS UNIVERSITY FACULTY OF FOREIGN LANGUAGES DEPARTMENT OF BUSINESS ENGLISH NH TẾ z> C Ơ K <= eØ. ` ` =! y Le a 2 = Ve” CHU DIEM HANH A STUDY ON THE CUSTOMER CARE SERVICE AT ILA ENGLISH CENTER - ILA HN4 Supervisor: Pham Thi Quynh Hoa, M.A ACKNOWLEDGEMENT One of the most valuable experiences that I have had as a university student is the time doing my internship at the ILA English center. The time I spent performing my internship at the ILA English center was one of the most beneficial experiences I have had while a university student. First of all, I would like to express my most sincere gratitude to my manager and my fellow workers for their incredible support.
Without their assistance, I would have had a difficult time looking through records for the information I needed to finish my report. With the great assistance of this internship, I was able to apply all I learned at NEU while also gaining priceless experience, specialized skills, and knowledge. Furthermore, I am truly thankful to my supervisor, Ms. Pham Thi Quynh Hoa for her guidance in conducting this study and for inspiring me to complete the thesis.
My graduation report would not have been finished on time if it weren't for her valuable time and excellent support from the very beginning to the very end. Last but not least, I would like to send my deepest appreciation to the Faculty of Foreign Languages, Business English Department at NEU for providing me the principal and adequate background knowledge and theory in both the linguistics and business fields as preparation for my career orientation in overall and the internship program in particular, which have significantly contributed to my finishing the report. EXECUTIVE SUMMARY Vietnamese people have a growing need to learn English, thus English centers must aim to offer the best customer service to attract the customers. The topic was formed with the purpose of analyzing the actual customer care situation at the ILA English Center, thereby finding out the remaining issues with the system and assisting the center in formulating recommendations to increase customer satisfaction and the center's competitiveness in comparison to rivals in the same industry.
The topic has studied theories related to service, customer, customer care process and conducted a survey of 70 clients at the center on the variables influencing customer care service and their expectations. The report has clarified the state of customer service activities and identified the elements affecting customer service at ILA, revealing certain restrictions on commitment and tuition fee as well as the implementation of the services, facilities,. Because of these restrictions, the author has suggested solutions to these issues, enhancing the company's competitive advantage and helping ILA develop at an increasing rate. LIST OF ABBREVIATIONS CM : Centre Manager EP : Education Planner OO : Operation Officer OS : Operation Supervisor RS : Relation Supervisor SE : Scheduling Executive TLM : Teaching and learning Manager 1 LIST OF FIGURES Figure 1: Organizational strUCfUT€.----c--cccccs<sssss: 10 Figure 2: Good Customer Service AtfrIbuf€S.‹---- 20 Figure 3: ILA's business modelL.---------<c<- <<: 24 Figure 4: Customer care DFOC©SS.
eee ee eee e eens eee se 25 Figure 5: Customer care tasks process for the custOmefrs. 2Ó Figure 6: The proportion of the time that students have learned at ILA. 29 Figure 7: Tang1bl€S.-- ch nh cớ 30 Figure 8: RellabilIty. nh kh na 30 Figure 9: ÑespO'SIV€T€SS.
SH nh hy 31 Figure 10: ÀASSUTATC€.- c2 2n 2n SH nh kh nh re 32 Figure 11: Empathy. 33 Figure 12: Changes the customers expect from IÙA. 34 Figure 13: The reasons why the tuition fee isn’t worthy to the service.35 Figure 14: Commitments the customers think ILA staff haven’t done well. 35 Figure 15: The effectiveness of conveying information through talking or using communication tools such as Zalo, Facebook, Gmail, SMS.36 LIST OF TABLES Table 1: Complaint from the paren(s.--------- 26 Table 2: Re-enrollment rate of the January, 2023.
29 11 Table of Contents EXECUTIVE SUMMA RRYY. o5 5-5 5< S1 G0 09 00060005004 080 i LIST OF ABBREVHA TIONNS. 00000096 08 08 il LIST OF FIGURES. 0 000 000909056 Hi LIST OF TABLES.
5-55 sọ Họ HH Họ Họ 0.00 000004 00 1 CHAPTER 1: INTRODUCTION OF THE COMPANY. Company’s name and address. Vision, mission and Core ValUe. Teaching QuaÌTLy.---- 5 5 + kg HH TT ng 6 In nnL.
ILA's Teacher Training Department. ILA Learning and Teaching Materidls. Gv HH TH HH HH HH 9 1. Responsibilities Of cach DOSItIOTI.
11 CHAPTER 2: THEORETICAL FRAMEWORK. Definition of CUSfOTT€T.ó G5 S31 9 vn ng ng ng 12 2. Types Of CUSfOTT€TS. The role Of CUSfOTTT,.
- G01 1001 930 91 90 vn ng ng ng ng 13 2. CUSfOImeT CALE S€TVICC. 0 9H TT HH nhớt 13 2. Definition of the Customer Caf€ S€TVICC.
Purposes of the custOm€T Care S€TVICC. The role of the customer Care S€TVIC€. CusfOImer CAFE ACTIVITIES. ng nh ng nh 16 2.
Process Of the CUStOMET CŒT.ccSc SE SekSeeksreeeeere 16 2. Factors creating CUStOMEL SALISfACTION. Characteristics of Good customer Service .- sec ssvss 19 CHAPTER 3: FINDINGS AND ANALYSIS. The reality of Customer care service of ILA HN4.
The reality of customer Care S€TVIC€. ILA’s students and their expectation. CUStOMEY CATE JDYOCSS. SH HH ng ệt 24 3.
Activities to support CUStOMEF CATE S€TVICC. Customer care service achIeV€eIme€If§.- -s‹- ss cv svsesssseers 29 3. Factors affecting customer care service of ILA HN4. HH TH ng HH HH tr 30 c8) 00.
33 CHAPTER 4: SOME RECOMMENDA TIONS. Equipment and facilities upgradafIONI. Implementation plans for the SOlUtIONS. Background In recent years, with the trend of globalization, Vietnam has become more and more integrated with the world, making English become more and more popular and essential for children, adults, those who have not worked yet, those who have worked, employees, managers,.
In Vietnam, there are an increasing number of language centers that target different customer categories in order to suit the need there. These English-language programs are specifically concentrated in major cities including Hanoi, Can Tho, Ho Chi Minh City, Da Nang. As this is regarded as a service business, it is difficult to evaluate the quality of the service, and purchasing a service is also riskier than buying commodities. As aresult, selling services is more complicated than selling commodities since buyers frequently hesitate to acquire services and carefully analyze their options.
Making the customers aware that business service's quality is higher than that of the competition and that the service needs to stand out is customer care is what businesses can do to suit their needs and win over clients from their rivals. The majority of firms today, especially service-oriented businesses, rely substantially on customer care services to strengthen their competitive advantages. It assists companies in differentiating their brand, service quality in the eyes of consumers, retaining current clients, fostering greater client loyalty, luring new clients, and reducing expenses for companies. An important component of a company's marketing strategy is customer care service, which helps the company target its management efforts at its target market in an effort to increase customers’ satisfaction with the service they receive.
Rationale Currently, there are numerous foreign language centers established in Hanoi with different orientations and customer segments. For example, VUS targets most of the audiences who are children and adults, Wall Street English targets adults over 16 years old. When starting business in Vietnam, ILA also has its own segment, the customers they target are students under 16 years old, the tuition fee of ILA is also relatively high. Along with the market saturation of English centers and high tuition fees, how can ILA attract customers? How do customers know about the center and how to retain customers or let customers refer to their friends? Therefore, in addition to performing well on the quality 1 of teaching and learning at the Center, ILA needs to have specific programs and actions in customer care to create an excellent service in all aspects to attract more and more customers to the center.
Participating in the Vietnamese market since 2000, ILA has achieved remarkable accomplishments in implementing effective methods of teaching and learning English. Nonetheless, there are long-established English centers in Vietnam, including VUS, Apollo, the British Council, Cleverlearn, Language Link, etc.; as aresult, they are ILA's main rivals. Even while there are employees in charge of providing customer care, some of them lack the necessary expertise, which limits the extent to which customer care may be provided. The customer service personnel frequently receive complaints since the target customers that the Center is aiming for are high-income customers or wealthy families who frequently have strict requirements.
Customers’ complaints regarding the Center's services include: the system is still quite monotonous, the tuition is expensive, the Center seldom ever arranges student exchanges, and customers aren't always taken care of as promised. Participating in customer care activities at the Center, I understand somewhat the difficulties and challenges of the market for the Center, and at the same time I also recognize how important customer care activities are to the Center. I would like to employ the theories of business administration in general, the theory of quality management in particular, and the idea of customer service quality in a case study at the ILA English Center to observe and offer viable answers. With the knowledge equipped in the process of studying at National Economics University, along with the need for the perfection of customer care work in the future at the Center, I would like to conduct a research project.
“A study on the Customer care service at ILA English center - ILA HN4” for my final report. Objectives There are three goals for the study: e Analyze the current status of customer care activities of ILA HN4; e Identify the factors influencing customer care service; e Propose solutions to improve the quality of customer care service. Research questions This research is carried out specifically to respond to the following questions: 1. What is the real situation of Customer care service of ILA HN4? 2.
What are the factors affecting the customer care service at ILA HN4? 3. What are viable measures to improve the quality of customer care service at ILA HN4? Scope of the research The research is carried out in the scope of Time: The data used for analysis was collected during the period February, 2022 to February, 2023. Audience: Customer care team, related departments of ILA English Center and the customers of the centre. Research methodology e Information collection: Secondary information: summary reports, complaint handling in the past time, reports on the customer care situation of the center.
Primary information: questionnaire. The questionnaire method is mainly focused on the assessment of the ILA customer care service through five factors in the survey. This research is conducted with 70 current customers of the centre, which is the number of the parents that classroom assistant needs to take care.The survey is sent via email or zalo to the participants. The figure collected through the survey is used to serve chapter 3.
e Information processing: using the comparative method to review the results before and after the customer care activities at the center, and using the evaluation method to analyze the secondary information to find out issues in the customer care process, summarizing the reasons why customers are not satisfied with customer service, combine with primary data and expert opinion method to find out the main causes, thereby proposing solutions to improve the quality of customer care service at the center.