Frozen Lamb Delivery by A Supplier Has a Particular Taste

Flat 303 Lucky Mansions

856 Cheung Sha Wan Road
Cheung Sha Wan
Kowloon
7 November 2011
______________________________________________________________________
The Administrative Officer
Exhibition Services
Exhibitions nternational
33 Kadoorie Avenue
Kowloon
Dear Sir,
am store manager from East Branch. worked for almost ten years including five years
in store department in our company. Since worked here, never heard or receive any
complaints about products that sold in our company. our company is one of the top of
the best hypermarket in East based on research done either in price, customer services,
value and quality of products sold or facilities provided in our company. Our customers
are satisfied with our company. am proud to be one of the individual who can worked
here.
Due to that, am regretted to mention that our store had received complaints from our
customers recently. t make me shocked. t was first time our company received
complaints from our customer. never thought it will happen to our company. have
been investigating complaints of our customers. Based on the investigation conducted,
the complaint made by the customer regarding frozen lamb sold in our company. t has
been detected that most of these frozen lambs have a peculiar taste. t was delivered
from one of main frozen lamb delivery company.

received the complaints on 10

th
October 2011, 13
th
October 2011 and 16
th
October
2011 from our customers on the same week. t seem our company have serious
problem to solved immediately. noticed that, these unsatisfied customers are the
wholesalers and retailers. n fact, they are our regular customers and their complaints
would be major issue for our store performance. t will affect to our company too.
Complaints received were about frozen lamb products sold by our company. According
to them, frozen lamb products sold are not fresh, have peculiar taste and quality. n
fact, the product not last for one day even though stored in the correct way. n addition,
they asked if employees do not do their job properly? f not, such thing will not
happen. Do they did not check the sold product properly? How do our employees do not
noticed this problem? There also a complaints about our employees manner from our
customers. t is not a nice thing to mention here. t is embarrassing.
First, referred this problem to our employees. asked more about the matter. How
come it happen? Did they do their job? Did they notice the product condition before
sold it? Did company paid their salary for nothing? get feedback from them. They told
me that they were noticed that product frozen lamb sold are not in good condition. But,
they still sold it. This is because they worried about the lack of the stock of frozen lamb.
am disappointed with their explanation. They did not try to find solution to solve it. But
they take the easy way out. They did not think of the problem to be faced and impact to
the company.
Then, have forwarded this matter to the company's marketing manager and showed
the letters of complaint which mentioned the products. n fact, brought some evidence
to strengthen this issue. also held a meeting with them to discuss and hoping to solve
this matter. As a result, the company will find a right solution to overcome the problem.
This includes delivering a perfect condition, fresh and wholesome products to our
company. They promised to give a good services and qualified products to our
company.

&nfortunately, the deal was unfulfilled. Customers posted several complaints about the
same problem. Once again, contacted the company's operation manager to ask more
about this problem. want to get their further explanation and thus claimed the deal
which agreed by both sides. However, am disappointed with the service received from
their company. They seem to avoid their responsibility. Besides, also received another
complaints about stock of frozen lamb from our customers. Our customers complained
about less stock of frozen lamb in our company. They are difficult to get stock of frozen
lamb from our company. They also have a problem to find stock from other company in
a short time.
Herewith, am certain that our store will lost many valuable customers if no actions
taken. Customers is one of the most visible and significant aspects of organization
performance. Our company clients consist of various groups. Among the traders,
wholesalers, restaurant and hotel operators. Most of them are regular customers of our
company. They used to buy frozen lamb in large quantities and directly contribute to the
company' profit. So, it is our responsibility to ensure that they satisfied and ensure that
their business is not affected by the problem. Within this predicament, these regularly
customers would change to other stores to get fresh products. We will do the same
thing if we, ourselves, as a customer.
For the customers, there are many aspects to be considered before buying things. The
most important aspect is the price. The price they should pay must be worth to the
value, quality of products and customer service. High prices for reasonable services, it
is worthy. am certain, if we, ourselves, as a customer would prefer the same. n
contrary, if product do not achieved the requirement, customers would have no intention
to spend onto it.
This is the only problem that matter the store. However, it can reduce trust and
confidence in the products sold by our company. Customers will feel skeptical to
purchase goods sold by our company based on their experience. Rumors will spread
faster. Due to that, customers will think twice to buy the same goods. Consequently, we
will lost our customers.
The quality of every product stands high on the list as one of the major determinants of
a company's performance. Another influential factor which leads to great performance is
experience of the senior management team, instead of the company's financial
performance. Furthermore, the stock price, product innovation, delivery on
commitments, customer's service are also become the sequential factors which highly
demanded. Poor product quality can destroy the performance of our company's
products, but in most cases has even more serious impact to our company. For
instance, when people see a company put out poor quality products, they strongly
associate those poor quality products as coming from a poor quality company. Low
quality of products did not attract customers to buy products sold by our company.
When an issue occurs, our company's reputation will be in a stake of risk. Customers
would label us as a company with a poor quality and are entitled if the company market
a poor quality product. They will question every produces which may not include in their
claim list. Did not the company are not aware about the quality of products sold in the
company? What kind of quality assurance and quality control processes allow not
qualified product to make the door? Did their employees are not aware of the products
sold are not qualified? f the company cannot control the quality of the product,
customers will be in ambivalence to give their trust. Consequently, the good name of the
company will be tarnished and our company reputation fell down. People will not
believe our company anymore.
When think this problem deeply, realized that delivery company of frozen lamb
products is not concerned with quality control of products. They only think of profit will
be earned from business. They did not know that quality control of product is important.
Quality control of product is usually applied during or after production. Purpose of
quality control to check every milestone in order to find anything wrong with the product
which will not make its sellable to customers. They did not applied quality control of
product because it may cause waste. This is because they would want to
throw it away.

Besides, their company also did not apply quality assurance during production process.
f the expectations of the products is not reached, limited to the actual product itself
then the quality assurance of the product is not suitable to be sold. So, new products
must be produce to replace not qualified products. t is responsibility of everyone at all
stages of productions of the goods and services to ensure high quality of products was
produced. As we know, a lot of products go through a series of production process. f
quality control and quality assurance are applied by all companies, high quality of
products will produced. But, earned more profit are important over the quality of product
produced for them.
Every industry knows how much profit could be made during production process or
delivery services. They knows how to reduce cost of production process or delivery
services. When profit is the main point for some company, quality of product is ignored.
When a product produce in high quality, there are no complaints and not bring
customers to start complaining about the product and want their money back. Qualified
product is important to any business when the products comes to a customers. t may
determine whether there are to return to buy this product or being unsatisfied with a
product. Consequently, a bad name about the product will spread to friends and
relatives.
Besides, attitude of some of our employees as well as the causes of this problem. f
they do their job properly, it will not happen. n fact, they lack of knowledge in this field
whether about customer service, quality of products sold and so on. They also lack of
motivation and have no attention to their job achievement. The important thing for them
is they have a job to support their livelihood. Company's profit or losses is not their
responsibility. That is not their problem. They worked for value they have paid by our
company. They also did not care if they lost their job. They can find job easily. That play
in their mind. This bad attitude is not suitable practiced by our employees.
Consequently, we will lost our costumers due to our employees attitude. This is
because it will give a negative impact towards company reputation and achievement.

would like to suggest some steps that we can do in order to get back customer's trust
and confidence towards our company's sale products. Therefore, appropriate strategies
must be considered and implemented to get back their trust and confidence towards our
company. First is conduct a day with customers. Second is to conduct a survey to
customers about the quality of services and products sold and facilities provided for
them. Third, is improving pricing strategy which would win the customer interest. Fourth,
introducing the uses of member card and points collect. Fifth, give a training about
customer service and knowledge about businesses to our employees. On the other
hand, if the supplier did not take any action on the complaints received, we can replace
the old one with the new provider to prevent this problem from recurring.
People always say ' Put first thing first '. On my opinion, company should conduct a day
with customers to give some talk and explanation towards our company. This will
vanishing some doubt and answer curiosity over the issue. On that day,
we should clarify the issue. Purposes of this event are to solve all of their
misunderstanding and thus, to answer all the questions that play on their minds. t is
important to respond towards their complaints to our company. Due to avoid this
problem become worsen and give a bad effect to our company achievement and good
reputations over the years.
This is how we can help our customer feel like we heard their problem. t seems obvious
but it is important to get back their intention towards our company. For example, if the
product was faulty, replace it. Not just give them a discount on their next door. Because
they had to bear a loss arising from our company especially customers whose bought
our products in large amount. f the customer has been ignored by our employees
before, give them time to tell about their problem. heard their problem. f we want to
create back of trust, confidence and influence of our customers towards our company
we must work hard to listen genuinely in order to fully understand them. The customers
will perceive what we are doing so. Besides, we need to ask for apologize for the
difficulties faced by them due to that problem.

But remember, we cannot just answer their question but try to find a best solution for
their problem as soon as possible. First, diagnose the problem. Only once we have to
understand our customer whether about their needs, concerns, issue and their feelings.
After that, we can serve them, knows their need and problem faced by them. Then
prescribe the right way to solve the problem. Do what makes sense because this is
what really solves the problem. We will also be in a position of trust and credibility in
order to influence and lead them. We will get their trust and confidence back.
Then, conduct a survey to measure customer satisfaction to our company. Purpose of
this survey, is to ask their view about our company whether in serve of customer
service, quality of products sold, pricing and facilities provided for them. We can do our
survey through a standardized questionnaire. Based on questionnaire given to our
customers, we can measure their satisfaction towards the whole of our company
services includes customer, quality of products, facilities and pricing. So, we can notices
customers unsatisfied with something and bring upon a resolution for them. t is
possible for us to improve our service.
t is important to provides a good questionnaire. Title of the questionnaire must a good
approach like ' how we can serve you better '. The questionnaire would include four
question to rank one to five with five being very satisfied and one being very
dissatisfied. The questions would include quality of products sold, serve of customer
service and facilities provided and pricing. The questionnaire would include The
questionnaire would also have questions that would have space for written answers.
The question would include other services desired and if there were any complaints or
comments.
Besides, one important thing that we must ensure that questionnaire provided, only take
a few minutes for customers to complete. This questionnaire also must be completed by
all aged including parents, teenagers and children. They also must come from different
background, not only focus on the wealthiest person or only focus the less fortunate
people. We must focus to all different background to get view , complaints and opinion
towards our company from different viewer.
n addition, it is so important to engage the customer early in the sales call after this
problem. We also must get them to begin sharing with us their wants and needs. The
earlier they share with us this type of information, the better job you can do later in the
call in following up on this information. t is important to get back their trust and
confidence towards sold product by our company. We also can go deeper to get even
more specific information about our customers needed and wanted. Our objective is to
get the customer to really see that the issues they're facing are significant and our
company work hard to overcome this problem before it become worse.
Pricing strategy also plays an important rule to attract customers to buy products. t is
important to ensure that price is suitable to all customers. f the price is too high, there
are customers who cannot afford to buy it. This is because our customers comes from
different background from wealthiest person to the poor person. Sometimes, there are
products sold are expensive but low quality of products.
The price and quality of product is connected. Perception by most customers that
relatively high price is a sign of good quality. &sually, people will compare price and
quality when to buy something. Sometimes, customers will buy an expensive thing even
though there are a same product with a low price. This is due to the quality of product
sold. &nfortunately, the price and quality relationship no longer apply by some
companies. Despite the quality of products sold are poor, they still put a high price. So,
be aware. We must ensure that prices of goods according to the quality of goods.
n order to get our customer back, we also can give a special discount for frozen lamb
products. And also give discount for another frozen products sold by our company.
Purpose of given a special discount to take their trust and confidence back. Besides,
we uses coupons savings of frozen products sold and advertised in newspaper like
Berita Harian, &tusan Malaysia or Metro. Advertisement must be clear, easy to
understand and include all information about the uses of coupons savings. t will be
easier for customers to use.


Many company desperately striving to attract new customers, it is useless, t is
important to find a way to remain our old customers and find a new customers at the
same time. We may introduce the uses of member card to our customers. Card member
will give an advantage to them since they joint it. An advantage that they will get such
as discounts for members, get a reward points every time they spent money in our
company and redeem a rewards, can join lucky draw and get loyalty bonus from our
company. So, our customer will remain to our company and we also can get new
customers.
Customer service is one of the most important factor in determining whether a
customer's buys and is retained. n order to give a good customer service, there are
some of criteria for a good customer service staff such as good in communication with
customers, active listening towards customers problem, have good team work, problem
solving and know to handle difficult situation, have knowledge about sold product and
organization and also give full commitment to aims and value of organization. f our
employee have this all criteria, they will become an excellent staff. They will able to
attract new customers and retaining costumers. They also can serve a good customer
service to our customers. So, all of this criteria stated must be practice and applied by
our employees.
For your information, have conducted surveys to find companies that also produce
frozen lamb products around this area. As a result, there are at least five companies
that supply frozen lamb to hypermarket. These companies offered cheaper price
compared to the delivery company before. They also may receive orders in a large
quantity. have seen and tasted their sample of frozen lamb. am satisfied with their
product. Their products are fresh, clean and high quality. also make a survey among
customers, and fortunately most of them are satisfied with the frozen lamb. The
average states that the product is fresh, clean, affordable and tasty. n fact, there are
several companies also received orders from hypermarkets, known in other areas. So,
we can get frozen lamb products from them if we need to find a new supplier for frozen
lamb products.

look forward receiving your response on these matters before it get worse. have
enclosed letters of complaint has been received along with this report. t will make
easier for you as reference. So, you will know how serious this problem and it impact on
our company if not resolved immediately. also came up with a few solution and action
that we may take and applied in this situation. am precede my gratitude on the
attention and cooperation given by your.
Thank you.
Prepared by :
7:8/
( Muhammad Rusydi )
Store Manager.

rusydi82@gmail.com