IT Technologies as the Element Supporting Customer Service Improvement-example of Prepaid Cards
The article presents the issue of the modern IT technologies usage, in this case the Internet, to the improvement of the customer service at the company logistic system. By the e-commerce modern solutions implementation the researched company received better customer service and was able to apply Ju...
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| Опубліковано в: : | Электронное моделирование |
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| Дата: | 2007 |
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| Формат: | Стаття |
| Мова: | Англійська |
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Інститут проблем моделювання в енергетиці ім. Г.Є. Пухова НАН України
2007
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| Назва журналу: | Digital Library of Periodicals of National Academy of Sciences of Ukraine |
| Цитувати: | IT Technologies as the Element Supporting Customer Service Improvement-example of Prepaid Cards / J. Nowakowska-Grunt // Электронное моделирование. — 2007. — Т. 29, № 5. — С. 99-108. — Бібліогр.: 17 назв. — рос. |
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Digital Library of Periodicals of National Academy of Sciences of Ukraine| _version_ | 1859653866588471296 |
|---|---|
| author | Nowakowska-Grunt, J. |
| author_facet | Nowakowska-Grunt, J. |
| citation_txt | IT Technologies as the Element Supporting Customer Service Improvement-example of Prepaid Cards / J. Nowakowska-Grunt // Электронное моделирование. — 2007. — Т. 29, № 5. — С. 99-108. — Бібліогр.: 17 назв. — рос. |
| collection | DSpace DC |
| container_title | Электронное моделирование |
| description | The article presents the issue of the modern IT technologies usage, in this case the Internet, to the improvement of the customer service at the company logistic system. By the e-commerce modern solutions implementation the researched company received better customer service and was able to apply Just-in-Time into the sale system.
Рассмотрены проблемы использования современных IT технологий (в данном случае Интернета) для улучшения обслуживания клиентов в логистической системе обслуживания. Внедрением современных решений в интернет-торговлю исследуемая компания добилась лучшего обслуживания и смогла применить технологию Just-in-Time в системе продажи.
Розглянуто проблеми використання сучасних IT технологій (в даному випадку Інтернету) для покращення обслуговування клієнтів у логістичній системі обслуговування. Впровадженням сучасних рішень у інтернет–торгівлю досліджувана компанія досягла кращого обслуговування і отримала змогу застосувати технологію Just-in-Time у системі продажу.
|
| first_indexed | 2025-12-07T13:37:40Z |
| format | Article |
| fulltext |
J. Nowakowska-Grunt, PhD
Faculty of Management Cz�stochowa University of Technology
(e-mail: jng@zim.pcz.czest.pl)
IT Technologies as the Element Supporting Customer
Service Improvement-example of Prepaid Cards
The article presents the issue of the modern IT technologies usage, in this case the Internet, to the
improvement of the customer service at the company logistic system. By the e-commerce mod-
ern solutions implementation the researched company received better customer service and was
able to apply Just-in-Time into the sale system.
Ðàññìîòðåíû ïðîáëåìû èñïîëüçîâàíèÿ ñîâðåìåííûõ IT òåõíîëîãèé (â äàííîì ñëó÷àå
Èíòåðíåòà) äëÿ óëó÷øåíèÿ îáñëóæèâàíèÿ êëèåíòîâ â ëîãèñòè÷åñêîé ñèñòåìå îáñëóæè-
âàíèÿ. Âíåäðåíèåì ñîâðåìåííûõ ðåøåíèé â èíòåðíåò-òîðãîâëþ èññëåäóåìàÿ êîìïàíèÿ
äîáèëàñü ëó÷øåãî îáñëóæèâàíèÿ è ñìîãëà ïðèìåíèòü òåõíîëîãèþ Just-in-Time â ñèñòåìå
ïðîäàæè.
K e y w o r d s: customer service, e-commerce, Just-in-Time system.
In logistics processes placed in the logistic system, which the basic task is to en-
sure products availability on the market, all kinds of logistics infrastructure ele-
ments have significant importance. The logistics infrastructure means all mate-
rial resources, the ways of their usage and useful systems, which serve for the re-
alization of physical goods flow activities and also information flow. In the liter-
ature review [1–5] it is possible to notice the broad glance at the logistic infra-
structure through the prism of its tasks. Mainly it is the result of the fact, that ini-
tially the co-ordination of processes within the materials economy, which had
place in the pointed logistic infrastructure, was the beginning of logistics devel-
opment as the science.
The essence of the communication and information infrastructure at
the company. One of the logistics processes infrastructure significant elements
is the communication and information infrastructure, fulfilling a number of im-
portant functions at the company. It makes possible to obtain default information
about the state of the various kind logistics subsystems, as well as communica-
tion between each elements of the system, and also delivering the information to
the various links of supply chain. The base of communication and information
infrastructure are information systems used for managing goods and information
flows at the company together with the equipment which serves for it (computer
ISSN 0204–3572. Ýëåêòðîí. ìîäåëèðîâàíèå. 2007. Ò. 29. ¹ 5 99
networks, scanners reading the bar codes etc.). Information systems used for lo-
gistics have to fulfill the determined requirements, which are [6]:
functional complexity what means that the system should comprise all
branches of technical and economical activities of economic object;
functional and structural flexibility which is expressing dynamic adjustment
of the system at variable requirements and needs generated by the environment;
creating new connections with outside systems expressed by openness;
content-related advancement, consisting on full computer support of infor-
mation and decision processes and also the practical based of such a system on
the logistic management concepts;
technological advancement, consisting on intranet, Internet and multime-
dias usage;
compatibility with Polish law regulations, e.g. the accountancy act.
Communication and information infrastructure comprises every activity of
the company which are tied with logistics processes, so all processes of the raw
materials, materials and products flows, as well as other elements resulting from
these flows, like cash flows. So information systems used should comprise the
broad spectrum of companies action and take into consideration the range of re-
alizing functions. By this it is possible to distinguish occurring systems [5]:
recording-settlementive;
info- decisional;
of steering processes e.g. stocking;
integrated, comprising all necessary functions realized in the sphere of lo-
gistics.
Most common systems are clearing systems because of their easy imple-
mentation, as well as of low equipment requirements, what is also causing low
implementation expenses. However there are solutions searched referring to
info-decisional and integrated information systems utilized at companies.
From the communication and information infrastructure point of view the
very important is utilizing Internet at the company for the realization of flow pro-
cesses and the access to information. The e-business technique became the tool
of modern logistic management by the fact that companies have the possibility
of efficient information gaining. The information are able then to process and be
used in management systems. The researches show that applications of Internet
in business, and also in logistics, are included in occurring areas [7]:
shaping of interorganizational links;
confirming presence on the market;
exhibition of the ordinary activities;
full or partial realization of business deals.
J. Nowakowska-Grunt
100 ISSN 0204–3572. Electronic Modeling. 2007. V. 29. ¹ 5
Through such chances of utilizing the Internet it is possible to develop the
logistic activity in each, tied together links of logistic chains, and this is influenc-
ing in turn not on the competition between companies, but the competition be-
tween the whole chains. Internet is the universal tool which is linking various
links performing on the market, and therefore it is not divided because of the
servers occurring place, companies, either of customers, but because of it from
whom and to whom services are directed [8]. Occurring application domains are
distinguished from Internet (Fig. 1):
B2C — business to customer, which comprises relations of business with
individual customers consisted on leading the retail trade, services sale and in-
formation for the consumer;
B2B — business is business, which comprises companies market contacts
in the economic turnover, what causes added value chains integration from raw
materials providers to the terminal customer;
C2B — customer to business, B2C opposite relation, where customer is the
initiation by the purchase desire of the product or service and he is determining
the parameters of this purchase and the price willing to pay;
C2C — customer to customer, comprising sales and stock exchanges for in-
dividual customers (motor and stock exchanges, etc.).
Internet is the very interesting tool because of the above mentioned combi-
nation for the communication and information infrastructure, and it is possible
that its application will grow up during the next few years, what is already seen
even in the examples of new-build virtual companies, in which information tech-
nologies are the grounds for their functioning on the market.
Electronic sale as one of the trade modern forms. The special type of pos-
sible and able to apply solutions with the Internet usage is the electronic sale.
IT Technologies as the Element Supporting Customer Service
ISSN 0204–3572. Ýëåêòðîí. ìîäåëèðîâàíèå. 2007. Ò. 29. ¹ 5 101
B2C B2B
C2C C2B
Business
Initiative party
side- seller
Customer
Customer Business
Respondence party side – buyer
Fig. 1. Models in e-business [9]
Electronic sale (e-commerce, B2B) is realizing transactions between the system
owner and partners. Usually it means making available the tools for composing
and servicing the orders online, presentation of individual business conditions
(personalized level of prices and discounts on dependence of the partner status),
presentation of mutual settlement of bills, balancing and crediting ceilings, stock
states and the time of the orders realization.
Electronic sale is offering a number of obvious benefits for users:
makes it possible to obtain more profitable buying prices, by the easy com-
parison of various vendors offers;
lets in easy way to evaluate advantages of offered products;
gives the chance to reorder current available of products, knowledge about
the time of their supply or the default state of the order realization;
guarantees the access to current offers, because the vendor is bearing the
regulation responsibility for their reliability and the service is updating them in
the real time;
gives the constant control of goods changes and the price level on the market;
permits buyers for the immediate sending the order, directly to the vendor
and is ensuring the friendly form of its realization;
by the electronic data transfer it is limiting workers, necessary to realization of
order, limiting the quantity of processed documents and also eliminating errors.
Within the confines of the electronic sale system vendors have law unaided
with aid of the service operator to open the own electronic shop and to manage
its offer. The service is offering full support for vendors in preparing the shop of-
fer, opening and the promotion of the shop, placing and the modification of shop
products and for carrying out the transaction. Defying economy virtualization
and the more common access to Internet are causing that more companies is de-
ciding for Internet sale. As the statistics elaborated by the American company
Jupiter are pointing out, Internet sale brought in Europe, in 2004 year, profit of
the row 28.3 billion Euro.
Strategies of the customer logistics service and utilizing the IT technol-
ogy. Electronic sale is working out currently vis-a-vis for trends watched on the
market in the range of the customer service. The majority of functioning compa-
nies usually determines the strategy of the customer service on the market,
where IT technologies are helpful, also with electronic sale. The first stage of
building the logistic service strategy should be the diagnosis of needs for desti-
nations in the sphere provided by competitors to customers opinion about the
service in each segment within the examination of service. Purposes of service
and criteria resulting from them for the proper logistic system selection are de-
termined then by the competing firms which are regarded as leaders in the given
segment of the market.
J. Nowakowska-Grunt
102 ISSN 0204–3572. Electronic Modeling. 2007. V. 29. ¹ 5
It is necessary in the initial stage to make customers classification about
close demands into segments marked by the big similarity of requirements in the
field of service. It is necessary to diagnose the most important elements of the
customer service according to the customers opinion, and than determining rela-
tive importance of each components of service for the destination. On the end
buyers are grouping according to close preferences about the service sphere.
Information necessary for building the service strategy at the company
should be obtained from interested in, what means customers. The best way to
gather them are group interviews, thematic and profound questionnaires which
might be the basis of the objective specification for customer service elements.
Through this type of research it is possible to determine the specification of ser-
vice key elements which make the customer to choose the offer of this company
rather than rivalry. The specification of the weight for each service element is
necessary, than they are ranked from the most important to the last or there is the
marking scheme preparing. Unfortunately these methods are not free from
faults. The difficulty is appearing when too much elements are occurring and re-
spondents are not in condition to take a decision which elements are more impor-
tant for them.
The better method is relatively innovative solution for market examinations
called interdependence concept (trade-offs). This method consists on the presenta-
tion for the inspected customer the probable combinations of service elements and
the request is to label which are preferred from these combinations. After that there
is the computer analysis estimations which gives the weight to each components of
service assigned by the customer [10]. And finally the specification of the most im-
portant aspects of service for each customer groups is making possible to define the
market again because of the customer service preferences. Through the determining
key elements of service it is possible to compare the effects with the companies ac-
tivity, which the customers regarded as the best in the first stage and determining the
level of service at the inspected company [11]. D. Kempny is noticing that for elab-
oration of the effective customer service strategy considering the real market de-
mands are necessary four stages of its implementation [12]:
audit of service;
the formulation of purposes and determining standards of service;
institutionalizing of the suitable management system;
determining of the check-up and review procedures.
The Fig. 2 is presenting the most effective method to the realization of
above-mentioned purposes. The environment changing at the quick pace of the
company makes the accepted method resist to a considerable degree not on past
processes dropping at the company, but on present changes dropping in the sur-
rounding.
IT Technologies as the Element Supporting Customer Service
ISSN 0204–3572. Ýëåêòðîí. ìîäåëèðîâàíèå. 2007. Ò. 29. ¹ 5 103
Analyses of existing service and possible changes are necessary in the first
stage of the method realization after the confrontation with the competitive posi-
tion and the general situation of the company. First the outside audit purposing
identification of elements of service and the level of their relevance to the cus-
tomer is carried out and then the estimation made by customers about the service
J. Nowakowska-Grunt
104 ISSN 0204–3572. Electronic Modeling. 2007. V. 29. ¹ 5
Examination of customer service (audit)
Company abilities
Customer requirements
Competitor offers
Measure selection
Trade-offs identification
Enforced purposes by
the market segmentation
Purposes and standards settlement
Institutionalized management systems
Efficient orientated
Orders realization
Customer queries
Undertaking measurement
Efectivity orientated
Customer interview
Competitor interview
Customer or
competitor changes
Institutionalized control
and procedures of examination
U
Strategy monitoring
Customer and competitor monitoring
ndertaking realization monitoring
Problem
customer service
with
Strategy changes
Changes of realization
methods
Fig. 2. Method of customer service effective strategy formation [14]
offered on market by main competitors is analyzed. Then there is attaining the
internal audit, which is analyzing the inconsistencies between company activi-
ties and customer demands in the service sphere. It often takes place, that instead
of introducing at the service method changes in elements, which were pointed
out by inspected customers as unsatisfactory, it is necessary to take up the activi-
ties with the purpose on the image improvement, explanation of the reasons for
bad perceiving by customers the applied service method at the company.
The method is characteristic for the good way of communication with the
customer, what also makes possible the control of customer service realization.
They are some analysis for the time of supply and settlement of accountses, ac-
cepting orders, supplies, outdated commodities, payments and delays in the pay-
ment [13]. During the audit it is also necessary to determine the kind of informa-
tion for the customer, the way for customers to get to each department of the
company, availability of information and the average time, in which the cus-
tomer will obtain searched information.
Electronic sale in the pre-paid cards system — the chosen example. Re-
inspected company «X» since the spring 2003 is being occupied with pre-paid
products wholesale and retail sale of all cellular operators HEYAH, POP,
SIMPLUS, TAK TAK, Telepin products, Telegrosik and phone TP S.A cards.
They are selling as the standard scratchcards, as well as retail sale of these prod-
ucts in the electronic form through GPRS terminals and the PC system. Devices
utilized by them for electronic sale are terminals. Terminals «9000i analogue
and ISDN» and «9400i GPRS» are small devices posing the advanced solution
for making quick payments. They might exist in every point of sale. Possibilities
of these devices [15]:
easy and quick service;
user-friendly interface;
the unlimited quantity and the kind of products;
the user’s identification (the password and the code of the access);
outside keyboard to introducing the telephone number;
payment functions (EC, cash and chip, credit cards);
possibilities for loyalty applications service, e.g. occasional vouchers.
The common features of the mentioned systems are:
the full check-up and managing from the computer center;
contact with the GSM (GPRS) network;
transferring of prepaid codes any time of the day;
monitoring of available codes;
defined temporarily settling accounts with the customer;
control of services and safety.
The Blue Line terminal is easy device in service, which is perfectly suitable
for prepaid products sale because of the special software.
IT Technologies as the Element Supporting Customer Service
ISSN 0204–3572. Ýëåêòðîí. ìîäåëèðîâàíèå. 2007. Ò. 29. ¹ 5 105
Small sizes of the terminal are permitting to locate it in every point of sale,
both the classic place of the retail and in kiosks and shops near the petrol station.
Desired products are chosen through the special keyboard, which allows for the
transaction. Directly after realizing the transaction the customer is receiving the
confirmation in the form of the receipt. The Blue Line terminal is directly commu-
nicating with the computer centre, from where the pin code is transferring fast.
This innovation is causing, that traditional logistics and «scratchcards» usage are
becoming the past and are replacing by the electronical distribution systems.
At the inspected company was observed that the customer logistic service
has bigger and bigger importance, what is connected with its high standards.
Two the most important are: convenience and the time. So when the company
needed to fulfill the customer high requirements, there was a decision to intro-
duce the system of marketing through the terminals. Because it is the intermedi-
ary, it makes the contact between cellular networks and retail points possible, its
tasks are: supplying with terminals the points of sale and also realizing the sale
processes. In this system, instead of the standard usage products of «scratch-
cards» type, it appears the virtual product, because the customer is not buying
the cards while he is paying, but he receives the code, which is introducing di-
rectly into the telephone. Customers obtained a number of the benefit in connec-
tion with such a solution of the system marketing [17]:
they have almost the infinite access to the offer;
they do not have to arrive to the wholesaler for the shopping;
by the modern system of invoices printing they are able not to lose the time
for the journey to the vendor;
they do not have to store cards in the point of sale;
they do not have problems with the assurance of the full product offer.
J. Nowakowska-Grunt
106 ISSN 0204–3572. Electronic Modeling. 2007. V. 29. ¹ 5
Fig. 3. The example of terminal model used for electronic sale [16]
This system improved a lot the customer service, because of its usage cus-
tomers can loading credits directly to the cell-phones in accordance to the
Just-in-Time system.
Summary. Utilizing modern computer solutions by companies, which is
certainly the electronic sale without a doubt, is not left without influence on the
customer service. Applied by the inspected company system of electronic sale
significantly improved logistics, but specifically distribution system and made
in the effect of shortening the time service, as well as better circulation of docu-
ments, transferred at the moment with the electronic way between the company
and its customers. The introduced system caused at the same time the exchange
of the standard product offered by the company «X» to sale the virtual product,
which the customer knows only about the code. Such a solution caused also
changes in the field of service, as there is no need for storing, sort, the inspected
company does not have to provide supplies for customers and completing the
shipments. By this kind of system it is also possible to apply full rules of
Just-in-Time system.
Ðîçãëÿíóòî ïðîáëåìè âèêîðèñòàííÿ ñó÷àñíèõ IT òåõíîëîã³é (â äàíîìó âèïàäêó ²íòåðíåòó)
äëÿ ïîêðàùåííÿ îáñëóãîâóâàííÿ ê볺íò³â ó ëîã³ñòè÷í³é ñèñòåì³ îáñëóãîâóâàííÿ. Âïðîâàä-
æåííÿì ñó÷àñíèõ ð³øåíü ó ³íòåðíåò–òîðã³âëþ äîñë³äæóâàíà êîìïàí³ÿ äîñÿãëà êðàùîãî
îáñëóãîâóâàííÿ ³ îòðèìàëà çìîãó çàñòîñóâàòè òåõíîëîã³þ Just-in-Time ó ñèñòåì³ ïðîäàæó.
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J. Nowakowska-Grunt
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|
| id | nasplib_isofts_kiev_ua-123456789-101819 |
| institution | Digital Library of Periodicals of National Academy of Sciences of Ukraine |
| issn | 0204-3572 |
| language | English |
| last_indexed | 2025-12-07T13:37:40Z |
| publishDate | 2007 |
| publisher | Інститут проблем моделювання в енергетиці ім. Г.Є. Пухова НАН України |
| record_format | dspace |
| spelling | Nowakowska-Grunt, J. 2016-06-07T14:38:34Z 2016-06-07T14:38:34Z 2007 IT Technologies as the Element Supporting Customer Service Improvement-example of Prepaid Cards / J. Nowakowska-Grunt // Электронное моделирование. — 2007. — Т. 29, № 5. — С. 99-108. — Бібліогр.: 17 назв. — рос. 0204-3572 https://nasplib.isofts.kiev.ua/handle/123456789/101819 The article presents the issue of the modern IT technologies usage, in this case the Internet, to the improvement of the customer service at the company logistic system. By the e-commerce modern solutions implementation the researched company received better customer service and was able to apply Just-in-Time into the sale system. Рассмотрены проблемы использования современных IT технологий (в данном случае Интернета) для улучшения обслуживания клиентов в логистической системе обслуживания. Внедрением современных решений в интернет-торговлю исследуемая компания добилась лучшего обслуживания и смогла применить технологию Just-in-Time в системе продажи. Розглянуто проблеми використання сучасних IT технологій (в даному випадку Інтернету) для покращення обслуговування клієнтів у логістичній системі обслуговування. Впровадженням сучасних рішень у інтернет–торгівлю досліджувана компанія досягла кращого обслуговування і отримала змогу застосувати технологію Just-in-Time у системі продажу. en Інститут проблем моделювання в енергетиці ім. Г.Є. Пухова НАН України Электронное моделирование Применение методов и средств моделирования IT Technologies as the Element Supporting Customer Service Improvement-example of Prepaid Cards Article published earlier |
| spellingShingle | IT Technologies as the Element Supporting Customer Service Improvement-example of Prepaid Cards Nowakowska-Grunt, J. Применение методов и средств моделирования |
| title | IT Technologies as the Element Supporting Customer Service Improvement-example of Prepaid Cards |
| title_full | IT Technologies as the Element Supporting Customer Service Improvement-example of Prepaid Cards |
| title_fullStr | IT Technologies as the Element Supporting Customer Service Improvement-example of Prepaid Cards |
| title_full_unstemmed | IT Technologies as the Element Supporting Customer Service Improvement-example of Prepaid Cards |
| title_short | IT Technologies as the Element Supporting Customer Service Improvement-example of Prepaid Cards |
| title_sort | it technologies as the element supporting customer service improvement-example of prepaid cards |
| topic | Применение методов и средств моделирования |
| topic_facet | Применение методов и средств моделирования |
| url | https://nasplib.isofts.kiev.ua/handle/123456789/101819 |
| work_keys_str_mv | AT nowakowskagruntj ittechnologiesastheelementsupportingcustomerserviceimprovementexampleofprepaidcards |