Gap Analysis: Global Communications

Gap Analysis: Global Communications

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This Gap Analysis will show the situation analysis on Global Communications and the company’s issues and opportunities as to move forward into the future by focusing on customer satisfaction. I will attempt to show the stakeholder perspectives of the company with the workers Union and the consumer marketing and sales division.
The Gap Analysis will include and end-state vision by explaining the path in order to reach the desired goal of making the company a true global company that has a strong customer relationship. The body of the paper will support the goals and show examples on how to reach the desired goals to support the end state vision.
The 3 tables in the paper are shown to describe briefly the opportunities and to outline the goals to go forward. In the conclusion, I will recap all opportunities and the goals to go forward for the company Global Communications.

Situation Analysis
Issue and Opportunity Identification
I believe that Global Communications did not take their consideration into the customer service side of the business. In my opinion, what lead up to Global Communications being in this situation and the stocks decreasing and put the company in the red was due to the bad customer service which caused them to look at the lay-offs and going overseas for lower wages.
An opportunity they have is they need to make sure that they understand what is involve going overseas, for example, the language and the culture. They need to deliver to the customer good customer service to succeed.
Take some of their profits and go into new horizons to broaden the company. Maybe create more jobs available here in this country. There were issues that the union kept demanding more money for the people, and supervisors were unable to let go the bad employees.
Global Communications needed to go global to try increasing profits. A new study that Duke University is challenging the belief that the common reason companies go to China and India are because of the lower salaries. (Mary Hayes Weier). Studies that outsourcing creates U.S. job (MSN Money Staff). If that’s the case, then Global Communications could create more jobs here in the United States.

Stakeholder Perspectives/Ethical Dilemmas
Some of the stakeholders are the stockholders, which they care about making a profit. In my opinion, some ethical issues are the stockholders most of the times only care about making a profit.

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They’re truly not going to care what the working or customer satisfaction situations and how the employees are overseas unless it hurts their profits.
Next Maria Antez, Vice-President Technologies Workers Union has a stakeholder in this new horizon at Global Communications. In my opinion, she isn’t truly thinking about the big picture, what needs to be done in order to keep the company alive. A conflicting right could be that the union sees them being dissolved from the company and the union believes that they have a right to have a say what the company can do and can’t do.
Another stakeholder is Sy Rodriguez, EVP-Consumer Marketing and Sales his responsibility needs to sell this next step to the remaining employees and the public. He knows that this is the next step for the company if it’s going to survive he may not like it, but he knows this is the next step to survival.
Last, I believe the employees are in fact, the big stakeholders in the company, because without them the company will not succeed.

End-State Vision
I believe that the specific goal for Global Communication is to become a global communications network with fantastic customer service satisfaction ratings. Global Communications should measure the progress of their customer service calls by checking the quality of the employee phone calls with the customers, by having a quality department listen to random recordings. The quality department should rate the phone calls and feed the information back to the management and employees. The company should measure the amount of calls on a daily bases and graph the calls along with the complexity of the issues of the customers. The goal needs to be attainable as well as realistic. (Smart Goal Setting) For example, if the customer service is at a 5% satisfaction, raise the goal to maybe15% to 20% for the following month. Global Communications needs to graph the success and feed it back to the employees, so that the employees see the same vision as the company.
The employees should be held accountable and measured against the goals. Lastly the overall goal should be set in a timely manner as well as a set schedule. For example, Microsoft’s Project software will show the critical path and show the schedule so that the milestones can be meant.

Gap Analysis
Global Communications needs to examine carefully all possibilities of good customer services for its customers and examining the pros and cons of doing business in India. For example, India is extremely undeveloped infrastructure in transportation and energy. On the other hand India has established system of current laws based on British common law, which is the same as the United States. (China or India, the pros and cons).
Global Communications will have to take in consideration the customer service on a global level. For example, Tom Niles the CEO for Cincom systems, he believes that the emotional forces are a major component for customer service. Tom believes that empathy and emotional considerations are important for customer service.
Global Communications will have to take all possibilities into consideration for example, is an old additive “a customer who gets good service will tell one person yet a customer who gets bad service will tell 10 people.” (The customer is always right but wrong By Don Burleson) Don believes that the customer is always right is the wrong approach. He believes that companies should crack down on whom is the bad customers. For example, as he notes in his article the company Best Buy refuses to sell to people with a high rate of return. He believes some customers are just bad with no pleasing them. I tend to agree with him and his statement because some customers out there that are just plan mean and evil. Global Communications will have to put some program into affect to monitor situations of this nature.
Global Communications will need to look at not only customer service but also the laws in the global markets they will have to look at the cultures as well because their cultures are in fact, different from the culture in the United States.
In my opinion, the company will need to look at its public relations side here and in the other countries they wish to do business in. I don’t think there’s any good way that Global Communications can sell to the public here in the United States that they’re sending job opportunities over seas to another country is a good thing. I believe that it will be frowned upon because they are sending employment opportunities from the United States to another country, and it will take a while for the public to get over it, but eventually they will.
Some challenges Global Communications are going to face because of this required change will basically be venturing into new territory. They don’t truly have any history in dealing with a foreign country. The company needs to look at the culture, language barriers, and especially the customer service issues. Other challenges that face the Global Communications Company are the fact that there is a high turnover rate in India among skilled employee base (Craig Maginness).
India is also experiencing hirer wage increases over the years and while low wages are attractive, as John Rice, Vice Chair of GE, stated at the annual World Trade Day in Denver, he also states for the long haul they should have better have some other reasons that are driving the business strategy.
Global Communications needs to be more efficient and more effective than their competitors. They need to do it right and first before the other companies. Another opportunity for Global Communications is they need to change the focus and get more market shares by streamlining the process and getting the customer orders right the first time and deliver to the customer the fastest product (Jim Hessin, Focus on the Customer)

Conclusion
For Global Communications to go forward into the global market the company needs to focus on customer satisfaction and customer issues. They also need to focus on cultures of other countries and it’s laws.
Global Communications needs to set a measurable goal, so as to show where they’ve been and where they’re going. The goal needs to be measurable and attainable and fed back to the employees. The end vision needs to be sent to all employees so as to have all employees understand the goal and to support the company. In order for Global Communications to succeed they need to have fantastic customer satisfaction and to have employee support.


References
Going global by Paul Smaglik http://www.nature.com/news/2006/060123/full/nj7075-503a.html
China or India Pros and Cons of doing business in one or the other by Craig Maginness http://exinglobal.typepad.com/going_global/2006/05/china_or_india_.html
The Role of emotions in delivering a great customer experience by Tom Niles http://contextrules.typepad.com/transformer/3_delivering_operational_excellence/index.html
Offshore outsourcing mostly about lower salaries? No Kidding! By Mary Weier http://www.informationweek.com/blog/main/archives/2007/04/offshore_outsou_1.html
Outsourcing actually creates U.S. jobs By MSN Money staff and news services
http://moneycentral.msn.com/content/invest/extra/P79592.asp
Smart Goal Setting http://www.goal-setting-guide.com/smart-goals.html
Focus on the customer by Jim Hessin http://www.internetviz-newsletters.com/cincom/e_article000626408.cfm?x=b7WBbhh,b44Khfr5


Table 1
Issue and Opportunity Identification
Issue Opportunity Reference to Specific Course Concept (Include citation) Concept
Global Communications to resolve and carefully examine all the possibility of good customer service for its customers. Global Communications need to develop a plan and goals to understand and become a truly global resource The ultimate success of the plan may well rest on how easy the alliance makes such mobility and how open such exchanges will be. If topics included in the exchanges are limited to a few areas of research, or focused too much on applied research, then the arrangement will be less useful than if it has a much broader remit. (http://www.nature.com/news/2006/060123/full/nj7075-503a.html) Investigating great customer satisfaction






Table 2
Stakeholder Perspectives
Stakeholder Perspectives
Stakeholder Groups The Interests, Rights, and Values of Each Group
Stock holders Interests to the company and their profits
Sy Rodriguez, EVP-Consumer Marketing and Sales Interests to the stock holders and the employees and public relations
Maria Antez, Vice-President Technologies Workers Union Interests to the employees. The right to have treat the employees treated fairly


Table 3
End State Goals
End-State Goals
Customer Satisfaction
Production Goals
Defining the Critical Path
Customer issues resolved in a timely manner
Milestones are meant
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