Task 3 

Case study: Improvement in customer satisfaction 

Customer satisfaction depends upon a product's performance in relation to a buyer's expectations. If the product's performance falls short of expectations, the customer will be dissatisfied. However, if the performance matches or exceeds expectations, the customer will be delighted. For companies with a broad customer base, customer satisfaction is both a goal and a major factor in influencing company performance. 

This case study focuses on BUPA, the independent health and care company and market leader in the health care industry. One way of describing an organisation's purpose is through its vision. A vision outlines a company's objectives, i.e. what it represents and sets out to achieve. BUPA was founded to: 

• Prevent, relieve and cure sickness and ill-health 

• Promote health in every way 

• Raise, establish, maintain and administer a fund for defraying medical costs on behalf of its contributors. 

BUPA has a range of services designed to promote good health and guard against illness. Medical insurance is a contract between a person or organisation and an insurer. The insurer pays bills when members require private medical care. A comprehensive range of medical insurance schemes exists for both individuals and businesses. 

The company wants to improve the customer service by replacing the old system which only updates the existing systems. When people phone BUPA's service centers, they are very likely to be feeling anxious or seeking advice and reassurance. Many callers are unwell and feeling vulnerable. They may also want help and support on critical medical issues which need to be dealt with quickly and sensitively by BUPA people.

Special personal qualities are required to deal with these calls and it is important that every detail within the call is understood, which may require significant time and patience. 

For the people working within the customer service center this type of work can be draining and stressful. 

Q1. Give 3 suggestions as to what activities BUPA should undertake to increase customer satisfaction. 

Q2. How can BUPA reduce distress from customers (external) so as to deliver seamless service that exceeds customer expectations? 

Q3. "The employees at the call center deal with callers who are ill or anxious". What strategies should be adopted by BUPA so as to manage the stress levels amongst employees working within the call centers?

Q4. How can BUPA monitor performance so as to make further improvements in the processes?