BIRMINGHAM CITY UNIVERSITY Faculty of Technology, Engineering and the Environment MSc in Project Management ENG7048 Business and Information Strategy Case Study Analysis of Customer Service on The Performance of Central Bank in Myanmar STUDENT NAME : Han Win Tun STUDENT ID NUMBER : S17138422 LECTURER : Lakshmi Thambiayy Table of Contents 1.0 Introduction 4 1.1 Key Problems 4 2.0 Critical appraise of the current practices 5 2.1 Evaluating the impact information system (IS) have on the business performance 5 2.2 Evaluate the impact of the strategic development of the current case scenario 6 3.0 Detail Analysis of Strategic Planning on Current Case Scenario 7 3.1 Strategic planning 7 3.2 Proposed Strategic Plan for central bank of Myanmar 8 4.0 Recommendation of information system in central bank of Myanmar customer service models 10 4.1 Recommended system in the central bank of Myanmar customer service models 11 4.2 Customer Relation Management (CRM) 12 5.0 Recommended model system: assess the type of structure and culture that support innovation and recommendation of project on the case scenario 13 5.1 Organizational structure 13 6.0 Conclusion 15 7.0 Reference 15 1.0 Introduction The case study is about the customer service in the central bank of Myanmar. This case study illustrated the issue of customer service and its effect on customer satisfaction. Nowadays, most of the people widely use the online banking system and also companies, shopping malls and the other business use latest payment technology. The main important reason for customer is an activity which improves the value. The heart of all successful business is mainly depended on the customers and therefore business need to focus on the customers more than ever. Many problems are faced to apply technology in Myanmar. In this case study, the customer service system contains problems solving and using less modern technology for central bank of Myanmar. Furthermore, they need to do systematic analysis of data collections from the customer. Moreover, the main problem is inadequate Automated Teller Machine (ATM) in this bank. This problem is one of the most essential fact to get more customer for central bank of Myanmar. 1.1 Key Problems Insufficient ATM machines: which can delay time, can added more cash and unsatisfied the customers. Lack of modern technology: this problem is very important between the customer and the bank because which can cause the misunderstanding about the service system. Low interest rate: this problem is that the bank offer lesser amount of money to compare with the other banks. Different charges of card system apply on each city: which problem based on the prepaid or credit card, means the withdrawal cash amount of charges are not the same value in the two different cities even in the country. 2.0 Critical appraise of the current practices 2.1 Evaluating the impact information system (IS) have on the business performance One of the main important reason to evaluate the business performance is the customer service. There has been expanded awareness among organizations of the capability of the information technology and the utilization of information system, IS to exploit and apply it effectively. A firm which does not plan to utilize information system (IS) for strategic purpose will be wasting its resources by utilizing modern IS planning (Sullivan, 1985). Customer service is a key role to improve the business performance for central bank of Myanmar. If the central bank of Myanmar use the customer service system very well, the flow of the service for customer and the main role in business will speedy improved. The principal aim behind the customer service is to improve the clients with an option that is more responsive and with more affordable choices. Bank customer service system indents to give critical information to dealing with the clients more effectively. Customer service is a broad idea that basically covers the needs of customer understanding, the best service which is offered to the client’s needs and successfully dealing the critical moment amid the customer life cycle (Felix, 2015). The better customer has been appeared to straightforwardly influence the benefit of banking institutions. Insufficient ATM machines: the result is formed because the customer required ATM service to withdrawal the cash when they are going to shopping and the restaurants to be easily paid. The issue running from the limited number of ATM and this problem direct to the customer behavior and dissatisfaction. Lack of modern technology: in these days, the majority of the innovative company and business organization are systematically kept their information data by applying the advance of technology facts. Absence of modern security technology cause their data lose and its impact on the negative effect of their own business. Low interest rate: central bank of Myanmar should offer the same interest rate like the other private banks by preparing their rules for their own company. Weak authority system lead to lesser attractive the customer to invest their properties and do not get customer satisfaction. Different charges of card system apply on each city: all of the banks in Myanmar have this problem, the customer pay different charges depends on the withdrawal amount of money even in the same bank. The central bank should uniformly maintain for different charges that will be made to get more reliable and satisfy from the customer. 2.2 Evaluate the impact of the strategic development of the current case scenario SWOT analysis is the exploration of business procedures. This analysis comprises of four primary parts (strength, weakness, opportunities and threats). According to Singh, (2010) SWOT analysis is the information gathering for data from separates and environment into internal and external information. Applying SWOT investigation, to comprehend about current state of case situation show with the below table. INTERNAL ANALYSIS Strengths • Strong and leading position in the country • Authority bank of Myanmar • Numerous branches through the whole country • High degree of flexibility and fast decisions • Experienced retail banking senior management team • Sound capital base due to own funds • Conservative and sustainable business policy Weakness • Lack of international alliance in venturing into the high-end market • Poor modern technology • Relatively high sector exposure • Insufficient ATM machines • Exposure to the US dollar exchange rate, with an impact on growth and results • Low interest rate • Weak management information system • Require high staff resources • Different card system applies on each city EXTERNAL ANALYSIS Opportunities • More ATM machines should be installed in order to do transactions easily. • E- banking and mobile banking services should be introduced. • A future design of the whole market and currency evolvements • Introducing electronic queue system. • Standard withdrawal charges throughout all braches Threats • Increasing competitions from domestic private and foreign banks • Empirical oversea affiliates • Change of customer needs • Longer than expected term to success economies of scales • Microfinance increasing • Distortions on the global financial markets • Development of commodity prices (particularly oil prices) 3.0 Detail Analysis of Strategic Planning on Current Case Scenario 3.1 Strategic planning In this case scenario, customer service for central bank of Myanmar needs latest innovation to enhance their system. Example instant of insufficient ATM machines, they should place more ATM machine around the nation to tackle the customer delay time and traffic issues. The latest modern system also requires to be easily access the performance of customer service. Utilizing present day system, the client more appreciates to utilize this system. In the future, the modern technology system will be more important in all business and information system. They will confront a major issue in their business when they lose their information data amongst client and supplier. Therefore, strategic planning is critical and helpful to enhance all the business and various types of systems. Strategic plan demonstrates current circumstance and what will occur in the future condition. 3.2 Proposed Strategic Plan for central bank of Myanmar The reason of strategic planning is to expand customer service of central bank in Myanmar and more successful this service in their nation business fields. These days, the majority of the business companies are attempting to do their business in everywhere throughout the world. Therefore, they make numerous plan to achievement their business. In Myanmar, the system of central bank for customer service have still many problems to tackle to improve the business. First of all, they have to consider where they expand their proposed financial service and after that what unique value introduce to the customer, and what resources and capabilities will utilize, and what is the future proposed plan will be effective this system. Now the strategic proposed planning of central bank in Myanmar is local solving, and later on this system more associated with different nation's banks and success their business in everywhere throughout the world. Proposed strategic plan Four Strategic Questions Proposed System Where will central bank of Myanmar compete? • Financial service (supermarkets, malls and restaurants) for all official private banks in Myanmar. What unique value will central bank of Myanmar bring? • Apply latest technological security system. • Support with the highest level of service to achieve the customer satisfaction through competitive market. • Adequate ATM machines. • Innovative new service and sustainable interest rate for customer. What resources and capabilities will central bank of Myanmar utilize? • Technical resources – implement mobile financial services and use modern technological system. • Human resources (need to train and prepare the staff, collect more experienced employees, convey the staff for updated skills and technique). • Financial and physical resources – open more branches and offer different services extension for market sectors. How will central bank of Myanmar sustain unique value? • Focus one enterprise resource planning (ERP) • Customer relationship management (CRM) • Advancement continues with the lunch of e-banking system and debit card pay taxi service. • It has to move on international and perform market expansion. Where will central bank of Myanmar compete? There is no nation on the planet currently that is totally free from difficulties either in business as well as other legislative issues. All the business related with cash and exchange from one point to another are also experiencing challenges. At the point when the business is more enhanced, various business setups require wellbeing of the serving central bank and deliberate cash exchanger to pay the cost in their business for proper maintenance and sustainability of the business (Brynjolfsson and Hitt, 2010). Presently for this situation or the case, the central bank of Myanmar has customer service framework which is truly awful and not up to date with the coming and current innovation in the field of money and banking services. What unique value will central bank of Myanmar bring? Myanmar has a quick development plan in the saving money division or banking system thus the presentation and dissemination of data and correspondence innovation (ICT) can be well utilized. The presentation of ICT in saving money has result in the sending money through the application of Customer service (Laudon and Laudon, 2014). The expanded course of action of in the managing an account division has made the issue of innovation critical in the national bank of Myanmar (Chaffey and White, 2010). Lines are produced subsequently of inadequate Customer service framework in banks and number of clients requiring customer service administrations or management (Chaffey and White, 2010). The web framework is one of the results of electronic framework, which has been characterized in such a variety of routes by a few pros in hardware. Web is a worldwide or system which openly trade information. Web based business is significantly encouraged by web keeping money and is for the most part used to impact installment. What resources and capabilities will central bank of Myanmar utilize? Human resources are one of the resources that the central bank of Myanmar can apply in while integrating new technology and innovation in the customer service sector. Implementing new technological advances in banking system requires coaches, makers, and very much prepared an organized client (Laudon and Laudon, 2014). Specialized assets the advancement of innovations have permitted associations to bolster higher administrations for clients’ desires fulfillment in the sector of banking. The quantity of customer service clients who want to utilize self-benefit exchange framework is on the merge of expansion and advancement. Banks are expanding their innovation based administration alternatives to stay focused. The customer service is an inventive administration exchange mode that recommends different money related administrations. How will central bank of Myanmar sustain unique value? To support the interesting estimation of this framework: this framework ought to understand that to confront the difficulties and changes to refresh incorporated framework inside the association Client relationship administration (CRM) ought to be known how to keep up amongst client and this framework. Utilize client relationship administration (CRM) framework to assist deal with their association with their clients. This framework gives data to organize the greater part of the business procedure. 4.0 Recommendation of information system in central bank of Myanmar customer service models Longtime prior, companies wind up with a collection of frameworks, the vast majority of them senior face the difficulties of getting them all to chat with each other and cooperate as one joint framework. There are numerous answers for take care of this issue. Illustration one of the arrangements is to actualize undertaking applications, which are frameworks that span utilitarian regions, concentrate on execution business forms over the business firm, and contain all level of administration. ERP framework help organizations turn out to be more adaptable and imaginative by relating their business forms all the more roughly and joining gatherings of procedures so they concentrate on compelling administration of assets and client benefit. Undertaking framework, otherwise called venture assets arranging (ERP) frameworks to join business forms underway and assembling, bookkeeping and fund, deals and showcasing, and HR into an individual programming framework. Data that was before divided in a wide range of frameworks is put away in a solitary full information distribution center where it can be utilized by various parts of the business. 4.1 Recommended system in the central bank of Myanmar customer service models Reveled in this situation, the management of the central bank of Myanmar were not understanding utilizing framework, so they confronted numerous issues and misjudging amongst client and administration. Particularly, the absence of innovation and absence of securities within the central bank of Myanmar and absence of customer service administration quality cause the client to get the wrong idea about their framework. Utilizing endeavor asset arranging (ERP) in the central bank of Myanmar customer service framework, right off the bat, they have to manufactured an incorporated database where data originate from client. At that point, they should be set up the stream for data accumulation circulation. The purposed of this incorporated framework utilizing as a part of the central bank of Myanmar customer service framework appeared in the discussion after the figure below. Proposed framework How the above framework will operate? Utilizing this purposed framework in the event that situation: the client need to take cash from customer service framework, client need to pass security framework, for example, entrance control framework, and Audio/Video frameworks. This framework can record movement and security caution framework to flag control on account of a threat. At the point when client passed the security framework, the client can begin customer service framework (Avison and Fitzgerald 2013). In this progression, client needs to stick number to work their record and shield from trickery. In this progression, client acknowledge their cash and at some point, they confronted misjudge amongst client and customer service framework. Around then customer service models will be sent some client information to related bank and afterward the bank will be sent to client from cell phone or email framework. This incorporated framework is extremely basic and helpful between all the client and banks. In the wake of applying ERP framework, the central bank of Myanmar customer service framework will have the capacity to respond quickly to client. This framework make simple to gather information from client and take care of their issues, so they can diminish their misconception amongst client and supplier. When they have any sort of issues this framework can without much of a stretch explain well ordered. Subsequent to applying this framework, client will get many advantages and more have confidence in Customer Service framework (Avison and Fitzgerald 2013). They can installment effortlessly their cash to another and their business will be enhanced eventually. Another benefit is they can diminish transportation charges and they will get more benefit in business. 4.2 Customer Relation Management (CRM) For this situation, the central bank of Myanmar customer service framework has numerous issues and in light of the certainties bolsters on the off chance that situation, the correspondence framework amongst client and the framework had substantial contrast. Misconception can bring about amongst client and framework since absence of security framework, poor web association and feeble government approach. To tackle the issues, they require more efficient innovation use in framework. One of the arrangements is client relationship administration framework. As indicated by the purposed actualized arrange: The central bank of Myanmar marketing team need to constructed online administration site and telephone application. These days, cell phone client is expanding each day (Bosomworth, 2015). The central bank of Myanmar customer service framework needs to focus on cell phone clients and make versatile application to give the administrations. This framework will be given to client more fulfilled and lovely. By actualizing different administrations, for example, lacking ATM machine, secure client information more deliberate and utilize refresh innovative will input profit to your framework. 5.0 Recommended model system: assess the type of structure and culture that support innovation and recommendation of project on the case scenario 5.1 Organizational structure The points of interest, for example, simpler correspondence and basic leadership, bring down costs, leveled pecking order is acclaimed for associations with great data frameworks (O'Brien and Marakas 2016). In the wake of introducing data framework, there won't be huge administration levels required in an association as data and procedures will stream precise and quick without much control. In this way, the central bank of Myanmar's customer service framework ought to apply a straightened chain of command in its framework to give the proficiency of operation frameworks. Organizational culture Hierarchical culture is an arrangement of shared qualities, suppositions and trust, which control how individuals work in associations. These share values impact the general population in the association and order how they act, dress and play out their employments. All association keeps up and builds up a fundamental culture, which execute rules and external farthest point for the execution of the individuals from the association. There are five principle components in composing hierarchical culture specifically, flexibility, coordination, administration, methodology and relationship (O'Brien and Marakas 2016). Procedure The central bank of Myanmar banks customer service framework ought to be of a better technique to match the new technology or substitute their Customer service system with a new one which is pleasant to extend the advantage of the interest data frameworks inside the bank current framework. Standardized procedure within the bank will lead to proper customer servicing thus improved performance. When a clear procedure is outlined in a bank customer service becomes easier attracting more customers thereby increasing the performance as well as the profit margin as customers get to increase in number. Initiative An administration in electronically related world changes from that in chronicled business society to a better system of administration. The central bank of Myanmar must utilize its workforces with remarkable and viable styles keeping in mind the end goal to abstain from misconception and perplexity of parts and business result from authoritative changes as failure to accept (Bocij et. al., 2008). Proper administrations an always result within an administration creates customer trust and loyalty leading to a better performance. In case an organization designs a leadership model in customer service is the number one concern, the organizations performance will improve as customers would wish to do more transactions. Coordination Proper coordination with help improve the performance of the bank since organizational performance is based on the consumer rate of consumption. The central bank of Myanmar is utilizing no precise outline to arrange with data frameworks, it would be better for the bank to show up with new considering forms utilizing endeavor assets arranging such as the (ERP). This will enable the bank to develop money exchange mechanisms to sustain customer satisfaction. With customer satisfaction, the bank will be able to sell more services leading to performance improvement. Proper customer service can be created with better models such as the one suggested by this study. Flexibility Currently all businesses need to give more training to representatives since they are managing new changing advancements in their working environment. Preparation and training must be accommodating all representatives so that they assume control of new technological advancements in present day innovative environment. With proper training the management of the central bank together with other staff members as well as other employees cop with the experience customary specialists and forestall in administration quality. Relationship The establishment of customer relation models improves the performance of any given organization. The establishment of present day data and correspondence innovations significantly impacts the procedures and control utilized for relationship administration and client (Martin, 2002). So, the central bank of Myanmar bank's framework must give amongst client and framework with better Enterprise Resource Planning (ERP) and Customer Relation Management (CRM) to expand the closeness between them. 6.0 Conclusion For this situation, Customer service is essential and extremely successful. and its examination is not whether it is appealing or not, but rather to choose how the creating advances can be better assume control and pathway to help managing an account part advancement, more exchange, enhance saving money records keeping, more prominent development and better expectation for everyday comforts in the central bank of Myanmar. The exercises of keeping money business has possessed the capacity to change, in this manner, the happening to Customer service has permit bank administration and financial specialists to learn a portion of the strategies which can be utilized by their outside partner in increasing upper hand in the field of banking. 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