The lecture presented by Asma Khadher and Nagla El Saied was focused on the activities of the Consumer Protection Division in Dubai and the evaluation of consumer complaints. The provided example helped to understand the importance of environmental analysis and also how it can be conducted creatively and efficiently. It is possible to identify current customer preferences, interests, and needs and use the accumulated data to improve the quality of service. Therefore, this innovative technique can be implemented in a strategic manner as part of quality, marketing, or overall organizational management.
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The lecturers reviewed several data analysis methods including the checklist, Pareto diagram, as well as Fishbone diagram. The three approaches to information assessment largely differ from each other and have a different value for researchers, managers, and other individuals responsible for the analytical process and its outcomes. Each method allows considering distinct factors and evaluating the collected data based on different criteria. For example, checklists can be used in case a manager needs to register the information, categorize it, and estimate the frequency of any phenomenon or event. The fishbone diagram is also called a cause and effect diagram because it helps to investigate the factors and processes that lead to an identified problem. For instance, in the example provided by the lecturers, the technological factors contributing to higher rates in sales of counterfeit products is the lack of testing laboratories, and the environmental factors include the absence of effective regulations and awareness promotion campaigns. Although the given technique does not provide detailed information about the problem, through brainstorming and evaluating the issues from different angles, organizations and individuals form a holistic picture of existing quality issues. Lastly, Pareto diagram is meant to assist managers in determining the major and minor threats associated with service or product quality and, in this way, set the right strategic priorities.
Overall, it is possible to say that the development of high-quality customer service and culture, as well as the attempts to increase customer satisfaction, are essential elements of organizational quality management, and these goals can be achieved through consideration of customers’ opinions on service and product quality, their interests and needs. Quality also can be regarded as an important success factor for sustainable organizational growth and development. In this way, the analysis of customers’ complaints is necessary. The reviewed analytical tools can be of great use in this. Managers can choose an approach that fits their current needs most. They can also use a few or all of them in order to evaluate the quality issues from different sides. The implementation of these methods may allow organizations to become more committed to customer satisfaction and attain greater managerial flexibility, and thus become more responsive and sensitive towards shifts in the market. By seeking feedback through surveys or analysis of complaints and recommendations, companies obtain an opportunity to maintain good relationships with customers, and it can consequently lead to an increase in customer loyalty. In this way, the analysis of customer complaints and suggestions serves the dual purpose – it helps to create benefits for consumers and improve their experiences and, at the same time, it increases organizational competitiveness.