Analyzing qualitative data allows companies to acquire information about consumer needs, as well as assess the impact of the market on purchase behavior. The collection of qualitative data is mainly carried out through surveys and interviews, which allow the identification of key aspects. Analysis of the collected information can be used for strategic planning and assessing the need to implement changes. In particular, analysis allows for investigating how technology can facilitate and improve the SC’s customer interface and customer service for Baby Moments. As a result of the analysis of qualitative data, it was identified that the company could use cloud technologies and e-commerce tools to increase customer satisfaction.
According to the qualitative data obtained through the customers’ survey, several key aspects can be described that affect customer satisfaction in terms of interface and services. According to the data, customers who participated in the survey report, on average a fairly high level of satisfaction with the work of the company’s website and the information they could find on it (Survey analysis, n.d). In each of the categories, there are also respondents who are not completely outdated by the experience of interacting with the interface (Survey analysis, n.d). Most respondents also rate the responsiveness of the company as 4 out of 5 (Survey analysis, n.d).
At the same time, no customers were completely dissatisfied with the company’s customer service during the survey. However, half of the respondents indicated that the company needs to improve its website (Survey analysis, n.d). Thus, there is significant room for improvement with regard to customer interface and service.
Coding of the interview responses allows you to understand which technologies can facilitate and improve the SC’s customer interface and customer service. The responses highlight that SMEs while expanding and improving the quality of services, may have difficulty in introducing technological innovations due to a limited budget (Coding, n.d; Coded interview, n.d). The CEO of DMAC also notes that the use of technology should be directed, among other things, to the development of the company’s website, which coincides with the needs of the interviewed customers (Coded interview, n.d). The survey participants also note that technologies in SMEs should be used to optimize resources, in particular, to minimize human input (Coding, n.d).
For this purpose, UCaaS and cloud tech can be disposed of, aimed at creating more effective communication within the company. In particular, BYOD (bring your own device) policy, in combination with cloud services, can reduce technology adoption costs and improve efficiency. Participants pay particular attention to minimizing human effort in working with customer service on a day-to-day basis. Technology in this situation can help streamline customer-service communication by facilitating complaints processing and reducing waiting time.
The interface and customer service can also greatly benefit from the described technologies, increasing the level of customer satisfaction. In particular, a faster and more accessible process of handling complaints and communicating with customer service through the site can positively affect the efficiency of the company. Cloud technology can improve communication between different departments to resolve emerging issues quickly. In this case, it is also important to refer to the opportunities provided by the e-commerce platform. PESTLE analysis emphasizes that the company can also integrate an online store with delivery on its website (SME, n.d). This option will significantly increase the level of customer satisfaction but requires significant technological innovations, in particular, within the supply chain.