FOREIGN TRADE UNIVERSITY

FACULTY OF BUSINESS

ENGLISH

***

INTERNSHIP REPORT
Major: Business English

EVALUATION OF CUSTOMER SERVICE

ACTIVITIES IN EZI GLOBAL JSC

Student full name : Tran Minh Giang

Student ID 1817710040
Class : English 1 – FBE – K57
Supervisor : Vu Thi Phuong Dung, MSc.

Hanoi, April 2022

1
2
long-term sustainable development of the business.

Objectives of the report

In the recent competitive context, it is necessary for businesses to meet the demands of
customers and make them become loyal to the company. In order to do that, we need to
analyze and assess the current situation of the customer care process in the company
before making any suggestions. It is also the main objective of this report. First, I want
to evaluate the efficiency of Ezi Global Joint Stock Company’s customer service
activities. Based on the theoretical concepts and knowledge about the company gained
during my internship, I will point out the characteristics of these activities in a SWOT
analysis and give some recommendations to improve their effectiveness.

Scope of the report

The scope of the report is Ezi Global Joint Stock Company’s customer care for the
period of two and a half years since it was established.

Method of the report

The methods used in this report are deductive and qualitative research approaches.
With a deductive approach, the theoretical concepts determine what data should be
collected to complete the study and achieve the goal. In terms of data collecting,
primary data was conducted by interview with staff of the company and observations
of the author during the internship period, while the secondary data was collected
mostly from books and journal publications from different databases.

Structure of the report

3
The report includes 3 chapters:
Chapter 1: An overview of Ezi Global JSC

Chapter 2: Theoretical background of customer service and evaluation of customer

service activities in Ezi Global JSC

Chapter 3: Recommendations to improve the efficiency of customer service activities

in Ezi Global JSC

CHAPTER ONE: AN OVERVIEW OF EZI GLOBAL JSC AND

THEORETICAL BACKGROUND OF CUSTOMER SERVICE

This section of the company overview was written using information from the
company's official website. As a result, all the material in this section was trustworthy.

1.1 Historical background and development

Ezi founder, Ms. Dinh Thi Hanh has always been interested in the education sector for
many years. Therefore, right after she realized the importance of English in our daily
lives, she came up with the idea of establishing a start-up company majoring in English
language training. After that, Ms. Hanh began to gather a core team including young
and enthusiastic teachers and staff in Hanoi. First of all, she aimed to provide English
courses for anyone who is in need. The next step was to inspire people to learn and
improve their English. Ms. Hanh wanted to create a workforce with high English
proficiency, meeting the standards of a global citizen. This is also the reason why she
decided to put the word “Global” in the name of the company. By that way, Ezi Global
Joint Stock Company was officially founded. From 2019 until now, the company
operates in the Educational Service industry as an English teaching center. The
company currently has three locations in Hanoi, with the head office located on Chua

4
Lang street.

In spite of being a newly established company, Ezi Global Joint Stock Company is
always committed to giving real values to society through its training courses and
corporate culture. In just over two years, the company has affirmed its prestige and
successfully gained the trust of customers, including the Hanoi football club. They
even made many impressive numbers such as 2000+ customers and 5000 online
teaching hours.

1.2 Vision
Ezi English School (Ezi Global JSC) wishes to become a leading comprehensive and
specialized educational organization in the field of English training throughout the
country.

1.3 Mission
In order to achieve that vision, Ezi Global JSC has aimed to perform three following
missions:
Firstly, the company focuses on bringing comprehensive courses to students and
helping them develop 4 skills evenly, while optimizing time and cost.

Secondly, Ezi wants to create a young and dynamic learning environment where
students not only have effective classes but also have companions always ready to help
them on the way to conquer English.

Finally, the company makes every effort to train employees with enthusiasm and
passion for education, develop the Ezi system nationwide, and contribute to values for
education in Vietnam.

1.4 Products of the company

5
Ezi Global Joint Stock Company provides customers with various English courses with

6
high teaching quality and suitable fees. These courses can be divided into 4 lines as
following:

Figure 1.1 English courses of Ezi Global JSC

Group of products Specific courses

EGI EGI Basic, EGI Advanced

IELTS Foundation, Pre-Ielts, Ielts Intermediate,

Ielts Intensive

TOEIC Toeic Starter, Toeic Intensive, Toeic Fast, Toeic

Speaking & Writing

Aptis Aptis

Online 1-1 EGI, Ielts, Toeic, Aptis

1.5 Organizational structure

In Ezi Global JSC, the highest power belongs to the Chief Executive Officer. Below
that position, the company is divided into 5 departments as following:

Figure 1.2 Organizational structure of Ezi Global JSC

7
- The Teaching Department: 12 staff, including 10 teachers and 2 teaching assistants.
They are in charge of creating, developing and revising the curriculum of the center.
They are also the ones that teach and correct students’ homework.
- The Business Department consists of 2 units:
● Sales Unit: 4 staff. They take responsibility for consulting products for
customers and bringing revenue to the company. They are given monthly KPIs
to achieve.
● Marketing Unit: 3 staff. They are responsible for marketing campaigns of the
company and finding data about potential customers.
- The Service Department: 3 staff. These staff have to fulfill the data of customers as
well as manage the information of students in each class. They are also in charge of
troubleshooting and collecting feedback from customers.
- The Accounting Department: 1 staff. This person is the one who manages the
company’s financial situation.
- The HR Department: Her tasks include recruitmenting, training new employees, and
mentoring internships. She is also the person in charge of deciding the bonus and
salary of each staff member in the company.

8
 CHAPTER TWO: EVALUATION OF CUSTOMER SERVICE ACTIVITIES
IN EZI GLOBAL JSC
2.1 Theoretical background of customer service
2.1.1 Definition of customer service
According to managers, customer care is the accompanying activity to complete the
transaction process. Customer care should be always attached to products, whether the
products are tangible or not. Moreover, customer service can also be considered as a
marketing activity. Like other marketing ones, it is also geared towards satisfying
customer needs and thereby achieving business goals such as increasing sales and
optimizing profits.

2.1.2 The role of customer service

Customers are the lifeblood of any business. Only when customers are satisfied and
continue purchasing its services and products can the business survive and develop in
the long run. Therefore, customer service becomes one of the most significant
contributors to the success of a company. Being aware of that, many companies have
made every effort to improve their customer service activities. In recent years, even
though customer care takes a lot of time and money, it is increasingly focused because
of the following benefits it brings to the businesses:

Improving the competitive advantage of businesses

With the rapid development of science and technology today, businesses are under

9
many favourable conditions to manufacture and provide high-quality products with
adequate prices to customers. In addition, suppliers appear more and more over time,
leading to the diversity in the choices of customers. As a result, the use of pricing tools
such as underpricing strategy to gain control over the market has become obsolete.
Moreover, the price has a remarkable impact on revenue and directly affects the profits
of manufacturers. Therefore, businesses cannot solve the problem by lowering prices
anymore. Instead, they use customer service as a powerful tool to express their own
corporate culture and promote the image of their companies; thereby gradually entering
and dominating the market.

Making an outstanding difference

Valenna (2016, p.2) stated that: “Customer service is what sets the good companies
apart from the bad companies. Think of it as an added value. In today's competitive
industry, everyone can provide the best product, but not a great customer service.” If a
business develops a customer service strategy that is distinct from its competitors, it
can make a strong impression in the marketplace. Obviously, that strategy must still
ensure to provide benefits to customers that satisfy their needs. Small details, such as
how a company's staff greets clients or the accompanying gifts given when using its
products and services, can differentiate the company from others. In fact, customers
sometimes choose to purchase a product not because of its quality, but because of the
company's excellent customer service.

Increasing customer engagement and loyalty

Customer care is a strategic activity of the company to approach and attract current and
future customers with both reason and emotion, creating the foundation for building a
long-term connection between the business and customers. Along with the reliability of
products and services, customer care brings customers satisfaction equal to or higher
than the level they expect. Customer care creates an invisible rope that binds
customers. Once a company succeeds in retaining their customers, it is not hard to turn

10
them into loyal ones. Having loyal customers will reduce the burden of competitive
pressure and maintain a certain level of revenue every year. Besides, the company can
also increase revenue by introducing new products to their loyal customers. In
particular, a 5% increase in the retention rate boosts the profits from 25% to 95%
according to Harvard Business Review.

Attracting potential customers

As we all know, customer service aims at retaining existing customers. However, it can
also have a positive impact on conquering potential clients. If a customer is served, he
will tell others about his satisfaction. It means that this customer is unwittingly
advertising the company. In that way, the prestigious image of the business is
highlighted in the eyes of potential customers, leading to a higher ability for them to
choose the company when they have demand. Attracting new customers, in this case, is
done indirectly through existing customers, which is a free and effective advertising
method. However, this is also a double-edged sword. It is an awful scenario if an
unsatisfied customer complains about the business. In fact, distributing an unsightly
image is always faster and more effective than promoting a product, resulting in
distrust of existing customers, and turning away customers to other businesses’
products.

2.1.3 Main activities of customer service

Resolving common client issues

Answering any minor difficulties that a consumer may have is a core responsibility of
customer service. A customer service officer is the one who takes responsibility for
providing reactive support to customers and responding when an issue arises
unexpectedly.

Customer care serves as the first line of defense, resolving as many concerns as
feasible. In fact, the bulk of questions a business receives are simple and do not take

11
time to respond. The Pareto principle, which is also known as the 20/80 rule, aligns
nicely with customer service. According to this rule, 20% of the effort yields 80% of
the results. Before reporting a problem to a specialist, customer service works to
eliminate the majority (80%) of simple issues.

Collecting customers’ feedback

Customers’ feedback is very important to determine whether a company is going on
the right path or not. The customers should have a place to talk about anything in the
company that needs to be fixed or improved. By gathering feedback and addressing
client complaints, your representatives can provide customers with a more satisfying
service. Moreover, clients always want to be heard. Therefore, if the customer service
officers can show an angry client that his feedback is being taken seriously, they are
likely to calm them down right away.

The feedback of customers is so valuable that it can turn into a marketing tool. In fact,
many people tend to look at reviews before deciding to purchase a product or service.
The opinion of a company’s current clients can promote it to potential customers. In
this way, the company has no need to conduct costly research on market or marketing
campaigns. Instead, the image of the brand can be enhanced by making use of
customer service.

Responding to reviews
Responding to reviews about products and services written by customers is one of the
most important responsibilities of a customer service staff, whether they are positive or
not. It shows that the company values its customers’ effort and takes their opinions into
consideration. This is even more crucial in case of negative review. If a company does
not respond to a bad rumor, it will be assumed to be the truth. On the contrary, the
reliability of a company can be remarkably improved when its representative makes a
proper response.

12
 Representing the customers
Customer service officers communicate with the key object of the company everyday:
customers. That's why they are aware of clients' perspectives. They can provide
valuable input information for other departments in meetings and brainstorming
sessions of the company, such as how customers feel about certain goods or services.
As a result, they can offer great perspectives on potential changes the company may
have.

These staff keep the customers in touch with all the other departments in the company.
They can provide customers’ viewpoints that any others in the firm can not have. In
other words, they are not only the company’s representatives to clients, but they also
represent clients to the company. For example, what clients think of the website or
whether there are any faults on it can be exactly transferred to teachnicans by a
customer service officer.

2.1.4 SERVAQUAL factors affecting the quality of customer service

activities
The first and possibly most important step in providing service is to understand what
the consumer expects. Customers’ expectations are formed by a variety of factors,
including previous experiences, word of mouth, and achievement. In fact, customers
often compare the perceived service to the expected one. If the perceived service falls
short of the desired service, they will be disappointed. Based on the concept of service
quality, Parsuraman et al. (1991) proposed the “SERVQUAL” measurement scale
including 5 basic dimensions: Tangibles, Reliability, Responsiveness, Assurance and
Empathy.

Tangibles

Tangibles are the physical evidence of the service, for instance, the appearance of the
physical facilities, tools and equipment used to provide the service; the appearance of

13
personnel and communication materials and the presence of other customers in the
service facility. This factor will focus on creating conditions for development in terms
of materials and facilities. For example, the cleanliness in service locations and
appropriate dress code of service staff are considered tangibles.

Reliability

Reliability is the ability to perform the promised service in a dependable, on-time and
accurate manner. Consistency is considered as one of the most important components
to help deliver services or products to customers on time without any errors.

Responsiveness

Responsiveness refers to the desire and willingness to assist customers respectfully and
provide timely prompt services that help satisfy them, such as mailing a transaction
slip immediately or setting up appointments quickly. This factor is determined by how
long the customer waits for answers or solutions from the service provider. The sooner
a customer's problem is resolved, the faster the response will be. Therefore, service
providers need to ensure that their customers will receive services in the shortest time
without delay. Otherwise, the customers are likely to think that they are being ignored.

Assurance

Assurance is the possession of the required skills and knowledge to perform the service
such as the competence of the staff. It is about creating credibility with customers. This
component will help the service organization gain the trust and confidence of
customers.

Empathy

Empathy is expressed in focusing attention on customers to ensure care and distinction

for them. The company can lose customers if there is a lack of empathy from within
the service staff.

14
According to the study, the importance of the 5 components is ranked as follows:

Table 2.1 Rank of 5 SERVQUAL dimensions in descending importance

Ra Factors Percenta
nk ge
1 Reliability 32%

2 Responsivene 22%
ss
3 Assurance 19%

4 Empathy 16%

5 Tangibility 11%

2.2 Current customer service activities in Ezi Global Joint Stock Company

2.2.1 Customer classification in Ezi Global Joint Stock Company

Currently, English learners have a wide range of wants and preferences. Some people
are already at a good level of English, while others have no idea about this language.
The majority of them study English to take international certification exams. However,
some others only aim at using English fluently in daily communication. Grasping the
market demand, Ezi English Center set no limit on age and geographical distance. The
company always welcomes all types of customers, from students who want to equip
themselves with solid English skills to have better grades at school to workers who
wish to have a brighter career path by improving their knowledge, regardless of age or
major. In addition, the center even provides online courses and distance teaching to
students who are looking for distance learning lessons to study at home.

Based on the diverse needs of customers, Ezi English Center has classified customers
into three groups, namely individual customers, corporate customers and special

15
 individual customers. In that way, it can create favorable conditions to set out
appropriate customer service strategies for each group.
Individual customer
The main customers of Ezi are students from many different schools and universities in
Hanoi. Besides, they can also be workers who wish to get more chances in their careers.
These customers not only account for the highest proportion in the customer structure,
but they are also the ones bringing the main source of revenue for the business. Among
the three groups, it is also the one with the most diverse needs such as basic courses,
advanced courses, online courses and so on. For this group, Ezi provides customer care
by handing out leaflets, collecting feedback on the quality of the course. At the branches
of the center, customers are caring attentively. All suggestions and complaints about the
service are resolved quickly and promptly for customer satisfaction. If there are any
questions on the courses or concerns during the learning process, the staff is always
willing to answer enthusiastically. Moreover, Ezi has organized special events on
holidays and given its customers a lot of gifts.
Corporate customers

Not only striving to serve the needs of individual customers, but Ezi Global JSC also
cooperates with enterprises that want to improve the English skills of their employees.
In particular, Ezi has signed a contract with T&T Sports JSC to train English courses
for all players in the Hanoi football club. With this type of client, Ezi assigns
consultants to follow and take comprehensive care of each company. The center places
a high priority on quickly resolving the requests, complaints, and inquiries of its
business partners. Moreover, it sometimes even makes changes in the course to meet
the requirements of these partners.

Special individual customers

With an aim to provide students with an internship environment where they can gain
practical experience and necessary soft skills, Ezi Global JSC organizes an internship
program for students in Hanoi. It accepts students from different colleges and

16
universities that want to work in economic and educational fields. Before commencing
their internship, students receive free in-house training sessions to make them familiar
with the working process. If they perform well during the internship, they will have the
opportunity to become an official employee of the company.

2.2.2 Customer care process in Ezi Global Joint Stock Company

Being aware of the importance of customer service to the long-term survival and
development of the company, Ezi Global JSC has implemented a customer centric
strategy since it was established. In order to maximize the customers’ satisfaction, the
company not only focuses on taking care of customers while they are using its products
and services, but it also pays attention to them before and after that.

The customer care process begins when a person decides to apply for an English
course at Ezi English School and becomes the current clients of the company. First, the
customer service officers have access to an Excel file, which consists of basic data
such as name, age, phone number, etc about the customers that are going to be Ezi’s
students. After that, these staff are in charge of sending messages to inform the
customers about the time, place and check-in instruction. A day before the opening day
of the course, they have to text the clients again so as to remind them of the schedule.
Besides, they are encouraged to read all the information included in the Excel file so
that they can understand more about the customers they have to deal with in the future.

On the opening day of the course, Ezi’s customer service officers are responsible for
the customer check-in procedure. In this way, they can get more familiar with the
clients and gather omitted information that has not been collected yet to fulfill the
customer profile. They also join the class on the first lesson and learn together with
their customers in order to get some opportunities to talk and get acquainted with the
students. During the lesson, they focus on observing the clients and taking notes about

17
them. This is very necessary for creating the customers’ portrait, resulting in better
solutions when problems arise. When the lesson is finished, the customer care officers
will give a small talk in front of the class about the course and the center. In addition,
the staff add friends with students on Facebook and give them their phone numbers to
contact whenever they need help. Finally, the clients are given Ezi’s gifts that were
prepared by the customer care officers. The beginning day of the course is very
important, because it makes a very first impression on the customers about the service
of the company.

The main tasks of customer care officers during the course are collecting feedback and
solving the issues of the clients. If a company wants to improve the satisfaction of
customers, it has to find out what the customers think about its products and services.
That’s the reason why Ezi requires its staff to collect the customers’ feedback
throughout the course. Instead of asking frank questions, they extract information by
chatting with their customers and becoming their friends. Once the clients report any
issues, the staff have to find an appropriate solution for them. If they can not solve the
problem, they are in charge of transferring the information to the Department related to
it.

Even when students finish the course, Ezi still provides customer service to them for at
least two months. The Service Department’s staff often keep in touch with old clients
through social networks and ask them about their learning situation. About a month
after the course ends, the staff call these customers to ask them whether they need any
English materials or not. If they say yes, the customer service officers will attach the
documents via email for them.

2.2.3 SERVQUAL factors of customer service in Ezi Global JSC

2.2.3.1 Tangibles

The Ezi’s reception room has tables and chairs to welcome the customers who come to
18
get help. This room looks tidy all the time because the company hires labor to clean it
every day. There is always at least one member of the Service Department at the duty
desk. The customer service officers do not have uniforms. However, they are required
to dress politely and suitably by the company.

2.2.3.2 Reliability
The company’s staff usually check the accuracy of information before giving it to their
clients. This can guarantee that the customers always receive the correct information
but slow down the speed of the process, leading to the delay in the time of information
exchange. The company’s customer care staff always keep their word. Whenever they
commit anything, they make every effort to make it real. The problems reported are
regularly solved before the promised day.

2.2.3.3 Responsiveness

The customer service staff of Ezi are always ready and willing to support their clients.
Even out of working hours, they are always available and their customers can contact
them anytime via social networks. If they are not able to solve the problem
immediately for any reason, they will inform their customers about the time it will
take.

2.2.3.4 Assurance

Ezi’s customer care staff are always polite and friendly to any customer regardless of
their attitude. However, they do not always manage to answer all the questions of
customers. They sometimes can not handle the situation when their unsatisfied clients
make some excessive requests. In such cases, they have to ask for instructions from
their superiors before responding so that these clients do not get angry.

2.2.3.5 Empathy

The customer service staff of Ezi are encouraged to remember as much information
about clients as possible in order to build intimate relationships with them. When a
student comes to the center to study, the staff often take the initiative to greet and talk
to them. Instead of making a business relationship, they tend to make friends with their
19
 customers.

2.3 Evaluation of customer service activities in Ezi Global Joint Stock Company

As any other businesses, Ezi Global JSC has its own strengths and weaknesses in
performing customer service. By evaluating the factors and the process above, I will
make a SWOT analysis of the customer care activities in this company.

2.3.1 Strength

Firstly, Ezi Global JSC has done a great job in terms of empathy. Every customer is taken
care of in minor details, leading to the close relationship between them and the staff.
Therefore, the students feel more comfortable whenever they come to the center. In this
way, the center is not only a place to study but also a place to make friends. As a result,
they are more likely to become loyal customers of the company.

Secondly, the staff of Ezi is available almost all the time. Therefore, customers do not
have to wait too long for a response. Even when the course finishes, the staff are still
ready to support the students if they need more documents to learn English. That
makes a good impression on their customers, because not every company can provide
after-sales service.

The company has also done an excellent job of gathering customers’ feedback.
Customers have many chances to express their thoughts and opinions about the
company. The feedback is taken into consideration in regular meetings of the Service
Department to improve the service as well as gain the customers’ satisfaction. In
addition, by putting the proposals of its customers into practice, the company may
demonstrate that it truly appreciates their input.

Last but not least, the center holds several events for students with valuable prizes,
20
such as Speaking contests on the social networks during the Covid-19 pandemic. These
activities can push students to learn English while simultaneously promoting the
company's image to potential clients.

2.3.2 Weaknesses
The first disadvantage of customer service in Ezi Global JSC is the shortage of
facilities and employees. The reception room does not have enough chairs and staff to
serve more than 6 clients at once. As a result, the customers often have to wait before
checking in on the opening day of the course. Besides, the staff do not wear any
uniform at work, leading to the confusion of the customers when they first come to the
company.

Second, the staff of the Service Department are mainly students who have not
graduated yet. Although they have been trained carefully about problem-solving, they
sometimes still find it hard to handle the situation. When dealing with angry customers,
they have to ask for the support of the managers, resulting in the delay in settling the
issues. In such cases, it can negatively affect the image of the company in the eyes of
customers.

2.3.3 Opportunities

Both customer care officers of Ezi Global JSC and its target clients are students of
colleges and universities in Hanoi. Because they have the same background, it is easy
for them to find a mutual voice with each other. Therefore, the staff can naturally
communicate with customers to collect their feedback and make a close relationship
with them.

2.3.4 Threats

In the context of global integration, people are paying more and more attention to learn
English, resulting in the establishment of many firms in the same field and a wide
21
range of options for customers. Therefore, if the customer service of Ezi Global JSC
can not work effectively and fails to satisfy its customers, it will lose them to other
competitors.

22
 CHAPTER THREE: SOME RECOMMENDATIONS TO IMPROVE THE
EFFICIENCY OF CUSTOMER SERVICE ACTIVITIES IN EZI GLOBAL
JOINT STOCK COMPANY

3.1 Improve the tangibles of the Service Department

In fact, the first impressions of customers about the company are formed at the
welcome area. Therefore, the company should provide enough chairs in the reception
room to avoid overcrowding. Otherwise, customers will develop a bad image of the
firm because of being forced to wait without a seat the first time they come. Besides,
the customer care staff should wear corporate uniforms whenever they are on duty to
increase the professionalism in the eyes of clients.

3.2 Create a list of FAQ

Customer service staff have to deal with several questions of customers everyday.
Many of them are exactly the same. Therefore, creating a website with frequently
asked questions (FAQ) is a good idea. With a FAQ, the customers are allowed to have
a quick response without contacting any support. Both the company and the clients can
save their time in this way.

3.3 Enhance the competence of customer service staff

The quality of human resources will determine the development of the business. That’s
the reason why they are considered the most valuable asset and strongest competitive
weapon in all businesses. In fact, qualified staff can resolve the issues thoroughly, gain
the customers’ trust and ensure the customers’ satisfaction. In order to do that, Ezi
Global JSC has to pay attention to the recruitment and training process. The company
should consider recruiting staff from its internship program. Because these trainees
have mastered the basic work at the center, the company can save a lot of time and cost
on the intensive training. Moreover, the company's leaders need to organize training

23
sessions both theoretically and practically. In particular, the company should focus
especially on problem-solving skills to prepare its staff for unexpected circumstances.
Besides, the staff should be encouraged to study further by attending classes on
business, especially on customer service.

3.4 Develop the quality management system and reward policy

The quality management system plays an important role in optimizing the performance
of all businesses. That’s why every company should set its own criteria for assessing
the quality of customer service. Ezi Global JSC is without exception. The customer
service staff should be assessed based on KPIs for work results, instead of working
hours. On the one hand, the company needs to develop a clear reward policy to
appreciate the effort of its employees in the Service Department when they manage to
achieve the KPI targets. By timely recognizing the contribution from any staff, the
company can motivate and encourage them to perform better in the future. On the other
hand, the managers should have a tolerant attitude towards the mistakes of their
subordinates. They have to consider the situation as objectively as possible so as not to
make any excessive decisions, which negatively affect the working motivation of the
staff.

Besides, the company has to check and monitor customer service activities
periodically, quarterly and irregularly. Thus, the Service Department needs a
supervisor to observe and evaluate the performance of customer care staff. This person
should be chosen from internal sources, due to their deep knowledge both about the
company and the colleagues.

24
 CONCLUSION

Science and technology are constantly evolving in today's world, resulting in

improvement in human lives. In order to survive and thrive in the market, firms are
required to pay more attention to the customers. They have to improve their customer
service because of its important role in enhancing the customers’ satisfaction. If the
customer care activities of a company are effective, it can establish good relationships
with customers and create competitive advantages over other businesses. Therefore,
every company needs to continuously develop its customer service to keep up with the
constant innovation of society.

Ezi Global JSC is no different. Over the years, it has always strived to improve the
satisfaction of customers and managed to fulfill revenue and profit targets. It includes a
significant contribution from the Service Department. In the upcoming time, the
company needs to promote its strengths and overcome problems. From there, it will
retain loyal customers and attract more potential ones to bring economic efficiency to
business activities.

In short, this internship has been such a valuable experience for me. I can safely say
that my understanding of the job environment has remarkably increased. I have learned
a lot during my five-week internship, not only about customer service but also about
how English centers operate. I hope this paper will contribute to the improvement of
customer care at education support companies, especially Ezi Global JSC. Due to my
limited theoretical and practical knowledge, minor mistakes may occur in this report. I
eagerly await to receive any suggestions to make it better.

25
 REFERENCE

1. Strawderman, L. & Koubek, R. (2008). Human factors and usability in service

quality measurement. Human Factors and Ergonomics in Manufacturing,
18(4), pp. 454-463.
2. Lambert, D. & Lewis, M. (1983). Managing Customer Service to Build Market
Share and Increase Profit. Business Quarterly, 48(3), pp. 50-57.
3. Lambert, D. (1998). The Warehouse Management Handbook. 2nd ed.
Raleigh, NC: Tompkins Press, pp. 183-227.
4. Heuett, K. (2017). Customer service. The international encyclopedia
of organizational communication, pp. 1-6.
5. Ogla. (2017). 10 Factors That Negatively Affect Customer Service Quality.
[online] Provide Support Blog. Available at:
https://www.providesupport.com/blog/10-factors-negatively-affect-customer-ser
vice-quality/ [Accessed 31 Jul 2021].
6. Arlen, C. (2021). The 5 Service Dimensions All Customers Care About.
[online] Serviceperformance.com. Available at:
https://www.serviceperformance.com/the-5-service-dimensions-all-customers-c
are-about/ [Accessed 31 Jul 2021].
7. Kayly. (2018). The 10 Core Responsibilities of Customer Service.
[online] Userlike Live Chat. Available at:
https://www.userlike.com/en/blog/customer-service-responsibilitie s [Accessed
31 Jul 2021].

26
27
28
29
30