IntroductionDatatronics is a high-performance global provider of integrated resource planning solutions to many global enterprises. Datatronics products include products used for telecommunications, industrial controls, medical, power, automotive and IT supplies. This case study explores the key issues and role of customer service, as they relate to the company's US branch located in Romoland, California. It includes a comparison of customer service and customer satisfaction. Joel McGivern is the chief information officer, while Matt Rubenzahl is the head of the North America customer service center. Matt must assess the state of customer service at Datatronics and provide recommendations to Joel, the company's CIO. The company's organizational chart is shown below.Figure 1. Organizational ChartKey IssuesDespite being a smaller company than Datatronics, E-ZRP has managed to surpass Datatronics in terms of quality of customer service. The key questions in this case study, which form the basis of the recommendations Matt will present to the CIO, are based on the stark differences that exist in the customer service agreements between Datatronics and EZ RP. Areas of difference include customer service philosophy, service reps, developer connections, organization, training, multi-level support, performance metrics, technology, and rep hiring criteria customer service. At ZZ RP, customer service representatives are considered a valuable part of the IT and sales teams. EZ RP's philosophy is that customer service makes products better. CSRs are highly qualified and knowledgeable about the company's activities and products. The CRS...... middle of paper ......n, these adjustments, while increasing the company's business and customer size, will reduce call volume, which will reduce costs incurred. The ultimate goal is to increase customer satisfaction while improving company revenue and reducing costs. Strategy is a source of competitive advantage for the company. ConclusionDatatronics can increase revenue and customer satisfaction by improving customer service. Problem areas identified include business philosophy, technology, service representatives, organization, performance metrics, training and recruitment criteria. Matt should consider proposing changes as long as it doesn't change the way Datatronics does business. For example, the company should improve its CSR training, hiring criteria, philosophy and technology, especially with regard to its IVR system..