LV Thạc sỹ_TV customer service quality in VTC

ACKNOWLEGEMENT I completed this dissertation with the huge support from my family, my colleagues, my friends, the coordinators of this master program, course professors and especially my final supervisor PhD … My family especially my husband has encouraged me each day in pursuiting of this master program as well as encouraged me to finish this thesis as a part of my career path development I would like to express my special thanks to PhD … who worked closely with me during the whole process of this dissertation: from problem statement to research objectives, from final project topic to the outline, from theory review to theories application, from survey design to data collection and analysis, from identifying the open issues of this final project to future direction of research I would also thank course professors who brought me knowledge about professional fields that act as the base to help me complete this final project and the restless support from the coordinators of this program helped me to complete the final project more effectively and successfully It is impossible not to mention my colleagues in VTC Care Customers Service who actively provided information about Customer Service of VTC Care Hopefully the recommendations in this final project will help VTC Care with some ideas to improve customer service quality I would like to thank customers who have responded my survey email This is one of the key inputs for the analysis, directly contribute to the result of my study Their enthusiastic to take part in my email survey is the proof for their interest to VTC That will be also my great encouragement to finish this thesis as well as to work harder in my present position And finally, I would like to thank my little one year old daughter She is the biggest inspiration and motivation for me to finish this thesis EXECUTIVE SUMMARY This dissertation aims to assessing the TV customer service quality provided by VTC then proposing some solutions to improve the customer service quality To achieve that goal, the thesis needs to find out the answer for the following questions: What is the assessment of VTC’s customers about the quality of VTC Television Services? How to improve or enhance the current situation? The research methodology applied during the research is the combination of qualitative and quantitative methods The data for study come from both primary and secondary source The author of the research has successfully gathered truly information and meticulously analysis it to reflect a whole general knowledge about VTC Television Services quality This dissertation is also mentioned to some solutions to enhance Service quality, which is written in last part of Chapter V Although the dissertation has successfully reached the identified goals, further research on VTC’s current management of Television subscribers and the distribution channel is necessary to support TABLE OF CONTENTS LIST OF FIGURE LIST OF ABBREVIATION TV : Pay Television CRM : Customer Relationship Management VTC Vietnam Multimedia Company : VTC Care : PR : VTC Customer Services Public Relation CHAPTER I: I.1 INTRODUCTION Background Vietnam’s broadcasting industry has developed rapidly in recent years together with the need of Vietnamese to access the world’s entertainment programmes as well as the high technology product in the fied of communications In addition with the open market policy, Vietnam communication infrastructure has improve much, the remarkable event is the successful launching of Vinasat in to the space Pay TV appeared in the world since 1948, but it has just appeared in Vietnam for the last 10 years The last ten years has witnessed the booming development of Pay TV in Viet Nam with many kinds of Pay TV including: Cable television, satellite (DTB/Direct-to-Home), 8definition8 Digital and online television (IPTV) After 10 years of development, Viet Nam Pay TV market has witnessed the huge competition between more than 50 Television providers The suppliers with the largest market share include: - VTCV (Cable and Satellite Television Services) - HTVC (Cable Television) - VSTV (K+) (Satellite Television) - SCTV (Cable TV) - FPT (ITPN) - AVG AnVien (An Vien Group) - The new-comer Viettel (IPTV) It is estimated that Viet Nam currently has 3.7 million Pay TV subscribers As the first provider of both terrestrial digital and satellite television, VTC takes advantage of the pioneer and with the strong point of reaching the remote, island, highland territories that cable television cannot reach and the first Pay TV provider offer the high definition television VTC accounts for a large slide of Pay TV Market with more than 400,000 subscribers The statistics data pointed out the rate of families that use pay-TV services in Vietnam is still low just 16% in comparison with that number of 40 – 60% in the Asia Region With approximately 20 million TV subscribers in 2011, of about 3.2 million) are pay-TV Viet Nam offer the huge great and potential market of Pay TV provider In that circumstance, Pay TV providers have great opportunities as well as challenges Any unit which supplies the good services and optimally satisfy needs of customers will get the success and defeat other competitors I.2 Rationale As a huge potential market, Viet Nam Pay TV market also contain many obstacles and challenges that prevent pay TV providers running their business as well as prevent Vietnamese customers to fully enjoy the great features of Pay TV services Challenges of Viet Nam Pay TV market includes: - Regulatory platform: Due to the fast growth of Pay TV market, the current legal framework for this market decreases the transparency between the providers This lead to unfair competitions between Pay TV suppliers This result in the damage of customers due to the lack of agreement and regulations among Pay TV suppliers - The content and the quality of Pay TV services not pacing with its blooming: It is said that the potential of Pay TV has triggered the second “gold rush” after the blooming of Mobile service Within ten years of development there are more than 50 television providers now Major Pay TV suppliers offer 50 to 100 channels However, the production capacity does not parallel with the growth of Pay TV With 170 TV channels of all kinds available in Vietnam This is not sufficient to meet market demand The local produced channel is low quality The poor contents and the programmers full of advertisement disappoint the viewer In addition, the signal of some channels also be less due to the providers technology platform - Intellectual property rights: Some providers to take the competitive advantages against other ones even broadcast the unlicensed channels and programmers that could be suddenly ordered to stop - Vietnamese consuming habit: Vietnamese doesn’t have the habit of paying money to watch television Vietnamese people for long watching television under the cost covering of Government Now, together with the open market and the rapid development of technology, Pay TV appears in Vietnam To fully explore the market as well as to make Pay TV as a fair play ground for Pay TV providers Vietnamese people should be well informed and taught about Pay TV and Pay TV culture Data from Globaltrade.net The above mention characteristics of Pay TV market in Vietnam show that in spite of the fact that the market is huge potential, there are many obstacles that Pay TV providers need to overcome The market size of Pay TV is big and potential The number of TV Providers in Vietnam also quickly increases The number reaches more than 60 pay TV providers now so the competitions between Pay TV suppliers become fierce In the period of fierce competition, customer service is one of the great weapons to defeat other competitors Good customer services bring the business more benefit than expected That is the reason why I chose TV customer service quality for my thesis I.3 Methodologies I.3.1 Data Collection Types of data to support assessing quality services and enhance customer services in VTC include both primary and secondary data Primary Data is collected by me via survey by email with the sample of 140 TV customers who using VTC TV services and having registered to receive service information at our service website: www.hdtv.vtc.vn Secondary data is collected from the second hand source such as: Marketing Principles by Phillip Kotler, Journal Marketing service The market data is collected from VTC subscriber management Some other data information, theories are from trustful websites I.3.2 Research Method For the purpose of this thesis, it is used both quantitative and qualitative methods Doing analysis for this thesis, the thesis needs to deal with two major parts Firstly it thoroughly reviews the service quality assessment and customer service theory Then the background of theories is applied to assessing the TV service quality The conclusion would base on both the empirical studies and theoretical reasoning It thoroughly reviews the customer service quality with the information both from internal and external customer the general method utilized in this part would be Qualitative The conclusion would be based on both the empirical studies and theoretical reasoning Secondly, the internal and external analysis needs to be performed to form the base for the strategy So in this part, quantitative data is mostly used, either primary or secondary to find out the conclusions I.4 Objective of research The ultimate goal of this thesis is assessing the TV customer service quality in VTC and basing on that result suggesting the solutions to improve the TV service quality To achieve that goal, this Thesis needs to find out the answer for the following questions: - What is the assessment of VTC’s customers about the quality of VTC Television Customer Services? Describe the strength and the weakness of services - How to improve or enhance the current situation? Depending on this thesis, what should be a suitable solution for VTC Television service’s improvement? To answer the questions and to reach the research goals, it achieves the following objectives: I.5 - Demonstrate the important roles of customers to any services providers in general and to VTC in particularly - Analysis the good point and the weak point of VTC TV customers service currently With outcomes from data analysis and interviewed, recommend solutions to enhance the customer services Research scope and limitations With the purpose to enhance the TV customer service quality in VTC, the thesis is determined the field of study: Customer Service and Service quality In VTC, Pay TV Services includes three VTV’s Subsidiaries includes: 1) VTC Digital providing the recording equipments; 2) VTC Broadcasting center: In charge of broadcasting and producing TV programmers; 3) VTC Care: Be responsible for the customer services To collect information to prove the thesis and personnel point of view a survey is completed with both internal and external interviews The internal interview is carried out with the personnel of the above mentioned units Similarly to that the data can be collected from inside and outside I.6 Structure of thesis: This thesis includes five chapters and two appendixes: CHAPTER I : INTRODUCTION CHAPTER II : THEORETICAL BACKGROUND AND LITERATURE REVIEW CHAPTER III : THE CURRENT SITUATION IN VTC CHAPTER IV : RESEARCH FINDINGS CHAPTER V : CONCLUSIONS AND RECOMMENDATIONS CHAPTER II: II.1 THEORETICAL BACKGROUND AND LITERATURE REVIEW Overview about customer service II.1.1 Definitions of customers: In the simple manner customers are defined as: A person, company, or other entity which buys goods and services produced by another person, company, or other entity or A party that receives or consumes products (goods or services) and has the ability to choose between different products and suppliers2 Erwind Frand defined customers from different aspect, his definition of customers emphasize on the very important role of customers to the business: “Every company’s greatest assets are its customers, because without customers there is no company,” Erwin Frand And according to what are described in the book “Principle of Marketing” Philip Kotler et al, customers are illustrated with the following Ten Commandments: The customer is the most important person in my business The customer is not dependent on us; we are dependent on him A customer is not an interruption of our work; he is the purpose of it A customer does us a favour when he calls; we are not doing him a favour by Serving him The customer is part of our business, not an outsider The customer is not a cold statistic; he is a flesh and blood human being with Feelings and emotions like ours The customer is not someone to argue or match wits with 10 The customer brings us his wants; it is our job to fill those wants 11 The customer is deserving of the most courteous and attentive 12 Treatment we can give him 13 The customers the lifeblood of this, and every other, business Definition from website http://www.investorwords.com Definition from website http://www.businessdictionary.com So, in brief, customers is the most important ones of any companies, they are the invaluable property of the business Units can make up the products but customers are the one who decide the existing of the products as well as the existing of the companies The comprehensive understanding about customers will be the decisive factors to help your company choose the suitable opportunities and effectively use the company’s resources II.1.2 The importance role of customers  Customers pay money for your products, services so that they are the only ones who create revenue and bring your profit Without customers there will be no money for the company operation such as administration fees, salary, the investment, the cost of capital…  It’s not the employer pays the wages The employers only handle the money It is the customers who pay the wages  Customers are the center of you whole company operation Customers decide what and how products be made and the market size It is said that the customers are always right  Customers are the target of any companies Without customers, there would be no income or revenues Nowadays in the competitive and rough market, every companies try to get the bigger slide of the market share  Customers also one of the effective Pr channels When you have a satisfactory customer he or she will be your company, your product’s ambassador He or she will bring you the potential customers By that way your product services soon have the position in the customer minds II.1.3 External and Internal Customers In order to have a competitive product or service, nowadays authors have classified customers in to internal and external customers With this theory, they consider the internal staff also customers It’s mean that the staff also need to be well – informed, well – served to meet their needs, their demands so that they can effectively work and create With the close cooperation between departments and the care of company to the staff, they will effort to make the best products and services The same point between the internal customers and external customers is that both play the very important role to the success of the business The internal customers statisfy the customers with their work bringing indirectly benefits to the business and the external customers buy the products creating income for the business The customers and the talented staffs the company needs to retention them all for its develop 10 IV.2.1 Core service or service product: So from the results of the customer survey, the core service of VTC Pay TV to some extent not quality satisfy the requirements of customers Many ideas from survey suggested that the quality of TV services of VTC has the tendency to go down If VTC not act to improve the quality of service many customer show the tendency to turn to using the service of VTC’s competitor which is said to be better at the quality of the TV signal VTC as the technology pioneer of Pay TV service when bring High Definition TV into Viet Nam market, VTC Pay TV had drawn a large amount of customers But now, with many followers of providing High Definition TV programme, VTC’s advantage is no longer exist In additions, many customers think that the content of VTC broadcasting programmes is not attractive like they had been before The films are broadcasted many times and the football programme is lack of the interesting matches due to the issue of copyrights and due to the exclusive of the competitors IV.2.3 Human element of service dilevery 41 In general the human element of VTC Pay TV services are judged to be good The skills and competence of customer care officers are complemented by customers VTC Service is still reputation and trustful suppliers to customers However, the customers judged that the feedback from customers are not cared by VTC and when there is the serious incidents lead to the stopping of Service providing, VTC had showed a low capacity to settle down the sudden, massive incident of the services The PR and marketing campaign are slightly good however this channel is not completely effective IV.2.3 Systematization of service delivery; non-human elements : In the factor of systematization of service delivery of non – human element The infrastructure and seem not working effective 39% of over more than 140 customers said that the time for customers to connect with contact center agents is taking a lot of time Its also recorded by the system that there is about 600 – 1000 missing calls to VTC Care Contact per day In addition, the quality control procedure is judge to be not effective by agents, staffs in VTC IV.2.5 Social Responsibility 42 The result of the survey shows that the price of that VTC offer its products and services is unreasonable 29% out of 150 customer stated that the price of decording equipment and monthly TV subscription fees is unreasonable Now, the main competitors with the advantage of the followers of VTC offer the cheaper price Many customers said in their feedback ideas of the survey that if the situation does’t change they will use the service of other supplier Besides, it seem that the promotion campaigns is not full effectively when the percentage of customers’ perception the promotion programmes is effectively and not effectively is almost equal About the equality in VTC Customer service policy in general the survey show that there is now difference However, the group of customers in the remote areas think that they don’t receive enough care from VTC IV.2 The reasons explaining VTC current situation IV.2.1 The advantages and disadvantages of outsourcing services case of VTC Television service : As above mentioned in this thesis, as a kind of internal cooperation, two subsidiaries of VTC, VTC Digital (distributing Integrated Receiver Decoder Equipment) and VTC broadcasting Center outsource customer services to VTC Care This business model and cooperation bring both the benefits and the disadvantages at a certain level to the service quality and related units as well After six years of operation, VTC Care now insource the customer services for almost all subsidiaries of VTC With six years of experience in customer care service with the huge amount number of VTC customers as well as many different services and products, VTC Care may be one of the most professional Contact Centers in Vietnam When choosing VTC Care to outsourcing customer services, the partners can completely trust in the skills of VTC Care In addition, by outsourcing customer services, the business also can reduce the cost and take advantages of the modern and effective contact center infrastructure system of VTC Care Besides, by outsourcing services other unit can save times and human resources to focus on their core business activities For example, VTC broad casting center can focus on the producing and managing the broadcasting programmes VTC Digital just focuses on producing the TV equipments However, on the other sides, when VTC Care insources Customer care services for other units all sides meet some obstacles - The customer services is scattering and lack of the comprehensive mangament of customers care activities Promotion and Marketing activities of the service and subscribers management arre under the control of VTC Digital and VTC Care doesn’t have much information about that activities while VTC Care responsible for supporting customers 43 - The gaps as described by service quality model of Parusurman is widen By outsourcing customer services to VTC Care it is apparently that to some extent there is a distance between the product producers and customers When VTC Care just focus on supporting customers, and solve customer complaints, these units have passed by many valuable ideals and suggestions to improve service quality stardard The results of the interviews pointed out that the PR & marketing staffs of VTC Digital and the programme producers of VTC broadcasting Center rarely access the customer’s feedback from customers in spite of the fact that these feedbacks are valuable to their work The survey data showed that many feedbacks and ideas of customers to improve the quality service are recorded, however only 28 % of customers who participated in the survey said that their ideas and feedback are appreciated by VTC, while 36% of customer thinks that their feedback is not cared IV.2.2 The external factors : The decrease in VTC service quality is also originated from the below external factors : - Together with the world economic recession Viet Nam economy are also in turbulence recently High deflation rate and the worring existing of bad bebt in the comerical bank system prevent the business from access the capital than ever before It’s is estimate that there have been more than 5300 enterprises have stopped operating or dissolved till May, 2012 VTC is also affected by the Vietnamese economy difficults - With the blooming of Pay TV service, there are more than 60 Pay TV service providers now in Vietnam As the Pay TV market is huge potential and lack of the regulation platform The competition between these businesses become fierce In that situation VTC are losing the advantages of the pioneer in this market to the later – established company with the more reasonable price services, better technology applications, and better service quality I.V.2.3 The internal factors : - The booming development of VTC television services in previous yea rs : It’s estimated that just a few year ago, with the advantages of the provider who first of HD TV service in Vietnam, VTC development of new subscribers is 150% monthly, this lead to quicky development the production units with more producing unit and staffs However, the management of the units is not well control and doesn’ t have the clear direction so that in difficult situation these units not run effectively - The shortage of information exchange flow in customer care services between the involved units : as mentioned in the other parts of this thesis VTC TV services involving three VTC subsidiaries includes VTC Digital, VTC broadcasting ceter The customer services lack of the comprehensive management, and effectively information exchanging channel to better serve the customer as well as to improve the quality of the service - Lack of customer service culture : With the theoretical model of customer relationship mentioned in chapter of this thesis VTC has a good combination of contact center 44 and CRM However, VTC still does not built the customer service culture in the business This tool will improve the service quality as well as make the cooperation between VTC unit more effectively Briefly, the current decrease in VTC Pay TV service is explained in the above mentioned issues include the disadvantages of business model, the affects of the world and Vietnam’s recession economy and final are the internal factors inside VTC 45 CHAPTER V: V.1 CONCLUSIONS AND RECOMMENDATIONS Conclusion With the target of assessing VTC’S Pay TV services quality basing on factors, to this point of thesis it is said that there are many weaknesses of the services that not meet the expectation of customers One of the weaknesses make originating for the model of insourcing/outsourcing business That widen the gap between the customers and service provider Another reasons is defined is that VTC is losing its leading market position due to the unfair competition and the not updated legal platform VTC is still a trustful service under the eyes of the customers, they are still loyal to VTC TV services However it seems that the service providers not catch up with the strong development of the market, and the fierce competition from other competitors The reluctance to response with the changes of the market having disappointed customer In order to retain the current loyal customers VTC Pay TV should repair immediately these weaknesses mentioned in article IV.2 before too late till the customers turn to using other Pay TV service suppliers V.2 Recommendations V.2.1 Building the business customer service culture : In analyzing the current situation in VTC and the results of customers’ survey, in accordance with the tendency of applying the theoretical of CRM in to the customer services, to improve the VTC television service it’s is necessary to built VTC customer service culture As mentioned in Chapter II, the customer service culture will help to creat a comprehensive management of customer service with the same stardard of quality, the processes and the procedures The following is the suggesting business customer culture for VTC Care : - Drawing the customer journey: so that the staff of involved units of the service can have a general view and be full aware of their responsibility to the customers as well as that of staffs of other unit With charting of customer journey, the whole picture of customer service can be captured and enhance the cooperation between units - The customer policy : The VTC customer policy already exists, which is the share values of VTC Care, but it’s necessary to built up the customer policy for the Pay TV services in general - Stardardalizzation of performance and benmarking for the service : For example reducing the hold time when the customer call to contact center Shorten the time to solving the customer’s request that has to be public among three units That will be the basic for VTC Care to cooperationg with other unit to directly support the customers - The process and procedures : Due to the lack of information exchange it’s neccessay to build the procedures to report the customers’ feedback, request as well as the procedures of cooperation between units envolving to the pay TV service 46 V.2.2 Core service or service product: Content of broadcasting programmes if the first care of customers to VTC Pay TV service VTC should find out its strength and focus on that strength to retain and attractive more customers There are three kinds of programmes that most popular to viewers including : sports, entertainment and film Due to the issue of copyright, VTC can not offer customers with the attractive international matches, so VTC had better focus on film or interesting entertainment programmes On the other hand, VTC find the opportunities to cooperate with other providers get the copyrights to broadcasting these interesting football matches IV.2.3 Human element of service delivery In spite of the fact that VTC is judged to have skills and knowledgeable staff There are many weakness to be improved in the human element of service delivery A good cooperation between the three units must be established The contact center not just focus on the complaints, the request of customers The contact center also emphasized on record the feedback of the customers to quickly response to the feedback to improve the service quality Managers also overcome the disadvantage of oursourcing and insourcing the customer services by establish an effective exchanging information channel between the three companies Then is no gap between the customers and service providers any more The interaction between these unit must be fix evey days and weeks About PR and Marketing, not only advertising VTC services in the currently channels like VTC channels or VTC magazines, VTC also need to introducing about VTC Pay TV services in provincial, local broadcasting station, not just focus on the internal PR channel of VTC VTC Broad casting center, VTC Digital and VTC care should closely coopertate to carrying out more effective PR and Marketing programmes Human resource policy for customer service : - Establishing of board to general management the quality of the service They will act coordinator between three unit to ensure the quality of the service in each unit - As the typical charaters of the customer service that require call agents working 24/7 and 365 days The suitable arrangement as well as the encouragement policy to encourage they work hard - The stardard accent of Agents will be the convience for customers when they dial hotline so when recruit the stardard accent is one of the importance requirements - The salary and bonus is the movivation of all labours so that the bonus and salary is based on the quality of their work The human resource department have to basing on the certain working data to assess the call agents working quality such as the number each call agents receive per shift, the rate of miss call of that agent per shift 47 - The agents was testing the knowledge of the service every monthly The call agents who not qualify the text must be training and test again The activities must be cooperated between the human resource department and the quality control unit IV.2.4 Systematization of service delivery; non-human element & Tangibles of services (servicescape)  The system data showed that the rate of missing calls is still high and the customers complain that the agent contact is difficult to reach So technical factors of system need to be reviewed  Making the equipments ‘s guidance book easier to follow  Make theVTC programmes website more beautiful an attractive Adding engine search in the website IV.2.5 Social responsibility The price of integrated decoding equipments is unreasonable under the evaluation of the customers.VTC needs to built the better price policy with the total assessment of the quality of the products, the promotion, discounting programmes and in comparison with the price offered by other service providers Another reason that VTC need to think of the option of reducing price is that VTC is no longer the pioneer in supplying the high definition Television Pay TV market now with more than 60 Pay TV providers is a fierce competition market In addition, VTC also built the better network of agencies and warranty centers especially in the remote areas As a product of hight technology, intergarated decording equipment, it is hard to repair the technical issues when the products are out of work 48 REFERENCE Berry L., Parasuraman A & Zeithaml V (1988), The Service-Quality Puzzle, Business Horizons, Sep-Oct, pp 35-43 Parasuraman A., Zeithaml V & Berry L (1985), A conceptual model of service quality and its implications for future research, Journal of Marketing, Vol 49, pp 41-50 Parasuraman A., Zeithaml V & Berry L (1988), SERVQUAL: A Multiple-Item Scale for Measuring Consumer Perceptions of Service Quality, Journal of Retailing; Vol 64 Issue 1, pp12-40 Zeithaml V., Berry L & Parasuraman A., (1988), Communication and control processes in the delivery of service quality, Journal of Marketing, Vol 52, pp 35-48 Derek Bishop, (2009),"Why existing customers are so valuable", Strategic Direction, Vol 25 Iss: pp - G.S Sureshchandar, Chandrasekharan Rajendran, R.N Anantharaman, (2002) "The relationship between service quality and customer satisfaction – a factor specific approach", Journal of Services Marketing, Vol 16 Iss: 4, pp.363 - 379 Website : http://www.mbavn.org/view_news.php?id=1073 Website : satisfaction.htm http://www.managementstudyguide.com/factors-affecting-customer- Website : http://www.marketing.org.au/?i=mhOLQLXYtU8=&t=jZS6ngCVPug= gap model 10 Website : http://www.dbmarketing.com/articles/Art183.htm 11 Website : http://marketing.about.com/od/relationshipmarketing/qt/What-Role-Does- Customer-Service-Play-In-Marketing.htm 12 Website : http://www.socialresearchmethods.net/kb/index.php 49 APPENDIX INTERNAL SURVEY ON CUSTOMER SERVICE Survey for Agents, Staffs of VTC Care Đánh giá Anh/chị qui trình giải khiếu nại, quy trình đào tạo, quy trình kiểm sốt chất lượng áp dụng cơng tác chăm sóc khách hàng ? / Your Opinion about the effectiveness of the complaints management procedures, training procedures, and quality control procedures which are currently applied in VTC Care? Đánh giá Anh/chị hệ thống kỹ thuật hỗ trợ công tác chăm sóc khách hàng?/ How you evaluate the computer system that supports the customer services? Theo Anh/chị yếu tố cản trở việc cải thiện chất lượng cơng tác chăm sóc khách hàng truyền hình VTC?/ In your opinion, what outstanding obstacles that decrease the quality of TV customer services? Anh chị có hài lịng với môi trường làm việc VTC Care hay không? Vui lịng giải thích lý câu trả lời anh/chị/ Are you satisfied with the working environment in VTC? Please explain the reason for your answer Theo anh/chị vấn đề khách hàng quan tâm dịch vụ truyền hình VTC là/ In your opinion, what issue of VTC Pay TV services that customers most interest? CÁM ƠN / THANK YOU! 50 APPENDIX INTERNAL SURVEY ON CUSTOMER SERVICE Survey for managers, staffs in VTC Digital & VTC Broadcasting Center Quan điểm Ơng/Bà tầm quan trọng vai trị cơng tác dịch vụ khách hàng ? What’s your point of view about the importance and the role of customer services? Anh/chị có hài lịng với mơi trường làm việc khơng? Vui lịng giải thích lý cho câu trả lời Anh/chị/ Are you satisfied with the working environment in VTC? Please explain the reason for your answer? Anh chị có thường xuyên nhận cập nhật phản hồi khách hàng sản phẩm dịch vụ khơng? Bạn vui lịng kênh thông tin phản hồi bạn nhận được/Are you be regularly updated with customer’s service feedback of customers about your products/services? Through what channels? Đánh giá anh chị chất lượng cơng tác chăm sóc khách hàng truyền hình VTC Care? Your assessment about the customers services under the management of VTC Care? Đề xuất Anh/chị để cải thiện cơng tác chăm sóc khách hàng là?/ Your suggestions to improve the quality of the customer services CÁM ƠN / THANK YOU! 51 APPENDIX CUSTOMER SERVICE QUALITY SURVEY Phiếu khảo sát nhằm mục đích đánh giá chất lượng cơng tác chăm sóc khách hàng Dịch vụ Truyền hình số VTC từ đưa giải pháp, kiến nghị nâng cao chất lượng cơng tác chăm sóc khách hàng, đáp ứng nhu cầu Khách hàng sử dụng dịch vụ Truyền hình số VTC Rất mong Quý Khách hàng dành thời gian để tham gia phiếu khảo sát Xin chân thành cảm ơn! This survey targeting at collecting the customer’s opinion bout the TV customers service quality of VTC The results of the survey will be the base to suggest solution to enhance the customer service quality, meet the needs of customers using VTC Pay TV services Your feedback is highly appreciated Sự đa dạng kênh hỗ trợ khách hàng dịch vụ truyền hình VTC so với dịch vụ truyền hình nhà cung cấp khác theo Anh/Chị : 1= Rất kém, = Kém, = Bình thường, = Đa dạng, = Rất đa dạng/ To what extent the variety of VTC customers supporting channel is in comparison with other Pay TV Suppliers? Mức độ đáp ứng yêu cầu hỗ trợ Khách hàng kênh hỗ trợ thơng qua tổng đài chăm sóc khách hàng (CSKH) 19001530 : = Rất kém, = Kém, = Bình thường, = Tốt, = Rất tốt / The effectiveness of customers care hotline? Thời gian để Khách hàng kết nối đến Điện thoại viên tổng đài CSKH 19001530 : = Mất nhiều thời gian, = Mất nhiều thời gian; = Trong giới hạn cho phép; = Nhanh, = Rất nhanh/ How long it take to reach Agents through supporting hotline? 52 Mức độ đáp ứng yêu cầu hỗ trợ Khách hàng kênh hỗ trợ thông qua Email? = Rất kém, = Kém, = Bình thường, = Tốt, = Rất tốt / The responsiveness of the email support channel? Đánh giá Anh/Chị thời gian VTC giải yêu cầu hỗ trợ, khiếu nại Khách hàng : = Rất chậm, = Chậm, = Bình thường, = Nhanh, = Rất Nhanh/ How long does it take for VTC to solve customer’s complaints? Là Khách hàng sử dụng dịch vụ truyền hình VTC, mức độ tin cậy bạn dành cho dịch vụ : = Rất thấp, = Thấp, = Bình thường, = Cao, = Rất Cao/ As a customer, to what extent are you trusted in VTC Pay TV service?/ Khi có cố dịch vụ nghiêm trọng, dẫn đến việc gián đoạn cung cấp dịch vụ, cách thức VTC giải cố theo bạn : = Rất kém, = Kém, = Bình thường, = Tốt, = Rất tốt/ When a serious incident suddenly takes place, the way that VTC acts to bring the service back to normal is Việc cung cấp thông tin dịch vụ (chương trình khuyến mãi, việc thay đổi vị trí kênh chương trình) đến Khách hàng VTC theo Anh/Chị : = Rất kém, = Kém, = Bình thường, = Tốt, = Rất tốt / How regular you are provide with service information from VTC? 53 Theo Anh/chị mức độ quan tâm VTC phản hồi Khách hàng để cải thiện chất lượng dịch vụ : = Khơng quan tâm, = Ít quan tâm = Bình thường, = Được quan tâm, = Rất quan tâm/ In your opinion, to what extent your feedback to improve the service quality is cared by VTC 10 Theo Anh/Chị kỹ năng, thái độ hỗ trợ Khách hàng điện thoại viên tổng đài CSKH 19001530 : = Rất kém, = Kém, = Bình thường, = Tốt, = Rất tốt /You valuation about the professional skills and attitude of VTC customer’s officer/ call Agents is? 11 Đánh giá Anh/chị chương trình truyền thơng, quảng cáo dịch vụ truyền hình VTC? = Rất không hiệu quả, = Không hiệu quả, = Bình thường, = Hiệu , = Rất hiệu / To what extent the effectiveness of the Pr and Advertising campaign is? 12 Đánh giá Anh/Chị chương trình khuyến ưu đãi VTC dành cho Khách hàng sử dụng dịch vụ truyền hình : = Rất kém, = kém; = bình thường, = Tốt , = Rất tốt / You evaluate about VTC promotion programme is? 13 Theo Anh/Chị sách chăm sóc khách hàng dịch vụ truyền hình VTC quán, Khách hàng đối xử cơng hay có phân biệt (ví dụ bỏ rơi Khách hàng cũ Khách hàng mang giá trị thấp cho VTC )? = Rất phân biệt, = Phân biệt; = Không phân biêt , = Nhất quán , = Rất Nhất quán / To what extent VTC treating equal to all customers regardless the big or small ones? 54 14 Theo Anh/Chị giá gói thuê bao truyền hình sản phẩm đầu thu mà VTC cung cấp : = Rất đắt , = Đắt ; = Bình thường; = Phù hợp; = Rất phù hợp/ In your opinion your assessment of the price of monthly subscription and equipments that VTC offers is? 15 Theo Anh/Chị nội dung chương trình truyền hình VTC phát sóng : = Rất , = Kém ; = Bình thường; = Hấp dẫn ; = Rất hấp dẫn /Your assessment about VTC television programmes Ý kiến đóng góp Anh/Chị cơng tác chăm sóc khách hàng dịch vụ truyền hình VTC/Your suggestions to improve the VTC TV customer service quality Xin chân thành cảm ơn/ Thank you 55 ... Marketing, not only advertising VTC services in the currently channels like VTC channels or VTC magazines, VTC also need to introducing about VTC Pay TV services in provincial, local broadcasting... study: Customer Service and Service quality In VTC, Pay TV Services includes three VTV’s Subsidiaries includes: 1) VTC Digital providing the recording equipments; 2) VTC Broadcasting center: In charge... thesis VTC TV services involving three VTC subsidiaries includes VTC Digital, VTC broadcasting ceter The customer services lack of the comprehensive management, and effectively information exchanging