Worlducation is a social startup that manufactures tablet computers for primary school students. They not only focus on the hardware, but they also have a competitive team creating software, content and activities to better engage and educate the students.
Worlducation aims to change the way children learn at school by implementing artificial intelligence technology that can follow up on each child’s progress and adjust to their needs as they learn, creating the optimal path learning experience.
So far, Worlducation only sells their tablet computers business to business (schools) as they realise that their content and hardware prove most effective when a whole classroom uses it, and a teacher is coordinating the activities. Also, this helps the sales team focus on larger sales, and minimises the potential number of problems that could arise from individual customers. However, the long-term plan is to also tackle a business to consumer strategy (sell to individuals).
What makes Worlducation completely different from their competition is that they envision a world in which every child learns how to read and write – a world without illiteracy. Given this vision, for every classroom that buys their products, they donate and train a classroom somewhere around the world that can’t afford the same technology. Furthermore, they connect the two classrooms (those who bought the products and services and those who received the donation) so that they can grow together and collaborate throughout their learning cycle.
Worlducation headquarters are in Sydney’s CBD but they have a development team in Bulgaria, a manufacturing team in Hong Kong, and operation and sales/marketing staff in Colombia, Egypt, Iceland, Russia and the Philippines.
Its management structure is shown below:
Worlducation’s organisational structure is shown in the figure below.
| Financial Controller | Finance Team Members | |
| Developer | ||
| Business Analyst | ||
| Sales Representatives |
| Advertising |
| Call Centre |
Each team (e.g. sales team, finance team, operations team) are required to attend a weekly team meeting. The executive team (managers, CFO and CEO) also meet weekly.
Worlducation has a complex supply chain that begins when a sale is made usually via a sales representative or through and online enquiry that is handled by the sales team. Sales are recorded in an internal Enterprise Resource Planning System (ERP System) which notifies the operations team that an order needs to be delivered. The operations team verify the sales order and authorise the delivery of a manufacturing request to the factory in Hong Kong. Manufacturing team in Hong Kong notes the order specifications and delivery details and incorporates this within its production schedule. The order is manufactured and the operations team arrange freight and shipping directly to the customer.
The sales team contacts the customer to make sure they are satisfied with the delivery and final product. Call centre staff receive calls from customers to answer basic questions related to an order status and to address complaints. Advertising staff create adverts (for multiple mediums) and manage the social media pages of Worlducation.
The CEO has asked the sales manager to address the customer service challenges to achieve 100% customer satisfaction. He would like the problem of technology not meeting customer needs resolved as soon as possible. Specific goals he would like the sales manager to focus on include:
- truthful, accurate and appropriate adverts.
- sales representatives fully understanding user requirements.
- quick response to all complaints, even if they cannot be resolved.
Additional information required to establish customer service requirements
As a result of the ongoing COVD-19 pandemic:
- Worlducation has had to make rapid and continuous changes to their software to adapt to online home-based learning. The quick turn-around times for software development have:
- compromised advertising standards (the review process has not been followed).
- compromised the business analysis process (customers do not need to approve user requirements before development begins).
- many sales representatives feel uneasy about maintaining client relationships and support without face-to-face in person interaction.
- individuals are requesting access to the product without school affiliation.
Additional information about customer feedback
Customer feedback recently received in the call centre included:
- 12/12/20 – call centre staff #2 received a call where the customers complained that the reporting tool they requested did not graphically display the learner’s progress. Sales rep #1 and the developer were responsible for this error and sales rep # 1 was required to action to error.
- 14/1/21 – call centre staff #2 received a complaint about a recent advert that showed the Worlducation software being used for interactive multiplayer gaming. This falls outside the scope of the Worlducation software and requires input from the sales manager.
- 13/1/21 – call centre staff #1 received a complaint about an unanswered query. They had not heard back from sales rep#3 about when they would be able to privately purchase the product. This is a matter for the executive team meeting, but the customer was compensated with a $10 credit towards their existing school account as a gesture of goodwill.
A general recent customer survey conducted on 12/2/21 by the sales manager showed the following results:
| Response 1 | Response 2 | Response 3 | |
| Service quality, cost and timeframe | My call was answered quickly. My complaint was dealt with and resolved. | I was put on hold and then the line dropped out. I had to call a second time. I am still waiting for my request to be actioned, but I have received a call from the sales rep to let me know you’re working on it. | Call centre staff answered immediately but was not sure how to answer my questions. I don’t understand the advert Worlducation recently released. |
| Service delivery expectations | I would like my complaints actioned within 1 working day, | I would rather not be put on hold. I’d like the option for a call-back. | Adverts should not be misleading. Tell the truth! |
| even if it’s a call from the sales rep to let me know you’re working on it. | |||
| Sales rep feedback | Sales rep #1 does not seem to understand what I need. | Sales rep # 2 responded quickly and understands what I want. | Not applicable. |
| Call centre rep feedback | Call centre rep #1 did not provide their name. | Call centre rep #1 was polite and courteous, even though I was upset. | Easy to deal with. |
Additional information to deliver quality customer service
The CEO has given the sales Manager permission to recruit another staff member (e.g. business analyst) to solve the problem. He requested that the sales manager notifies the customers of the new role, explaining how customer service will be improved.
Additional information to monitor, evaluate and support customer service
On a weekly basis, the sales manager checks the Customer complaints and feedback register and summarises the customer feedback.
After each software development initiative, surveys are sent to customers to determine whether the user requirements match the desired functionality.
After 6 months had passed, the sales manager summarised the feedback from customers for the 6 months after efforts were made to improve user requirements in a pie chart:
Number of complaints
Mismatch of user requirements Misleading advertising
Product errors Request for personal purchase option
| Business Plan 2020 – 2022 |
Executive Summary
Founded in 2016, Worlducation is a social startup that manufactures tablet computers for primary school students. Our focus is not only on the hardware, but also creating software, content and activities to better engage and educate primary school students.
Worlducation aims to change the way children learn at school by implementing artificial intelligence technology that can follow up on each child’s progress and adjust to their needs as they learn, creating the optimal path learning experience. Worlducation envisions a world in which every child learns how to read and write – a world without illiteracy. This is why, for each classroom that buys our product, we donate and train a classroom somewhere around the world that can’t afford the same technology. We then connect the classrooms together so that they can grow and collaborate throughout their learning cycle.
Vision Statement
To see a world without illiteracy.
Mission Statement
To be the change and facilitate a world without illiteracy by changing the way children learn at school and the number of schools that have access to technology.
Our values are:
Core values underpinning our activities are:
- Ethical principles
- Innovation
- Collaboration.
Strategic Priorities
To be well led, high performing, profitable and accountable.
- Ensure that all financial operations, performance indicators and results support the strategic policies
- Identify new and expand existing sources of revenue and ways to help more classrooms in need.
- Achieve profits of at least 10% per annum. Increase our reach
- Increase range of products and services offered to reach a larger target market
- Increase sales to increase donations to needy classrooms.
Continue building deeper customer relationships
- Customer-centred practice, with a focus on meeting their total needs for high-quality technology
- Strengthen the skills of our people, to better support customers
- Drive innovation to better meet customer demands Attract, engage and develop the best staff
- Continuing the drive to a customer centred, high performance workforce and culture
- Strengthening the skills of our people, to better support customer needs
- Empowering innovation and responsiveness to change
- Continuing to enhance the diversity of our workforce
- Exploring the use of technology in human resources.
The Market
The technology market is a growing and ever-changing industry due to the rapid rate that technology is being updated. Emerging technologies include artificial intelligence and the Internet of Things (IOT). There is an increasing focus on cyber security.
Due to the global pandemic, the issues with the manufacturing industry have impacted on the supply of hardware components.
The trend for consumer spending during the pandemic has taken a downturn but this has not affected the ICT industry as due to more people working form home, consumer appetite for tablets has increased.
Situation Analysis
| Strengths | Weaknesses |
| Value and qualityStrong managementCustomer loyaltyFriendly organisational cultureLevel of available finance for investment | Brand name not developed as well it could beGrowing organisation |
| Opportunities | Threats |
| Schools needing to upgrade technologyOpportunities to offer a range of servicesOpportunities for synergies across all services and products | High level of competitionEconomic downturn meaning less spent generallyFailing to satisfy clients demands |
Marketing Strategies
Our marketing strategies aim to:
- build our brand
- generate leads now
- convert those leads quickly
- have every part of the business supporting each other.
We plan to develop our market share by:
- Improving our marketing and advertising
- Continually improving the quality of service given to clients
- Maintaining effective communication channels with all stakeholders to ascertain industry requirements and then develop products and manage services accordingly
- Continually improving communication channels with all our stakeholders, ensuring a flow of timely and accurate information to facilitate effective planning and decision making
- Targeting identified growth markets with planned, market appropriate campaigns employing a variety of promotional strategies and advertising mediums
- Offering attractive fee structures to our clients
- Continually improving the skills, knowledge and effectiveness of our team through our commitment to training and development
- Regularly reviewing the effectiveness of all our operations and making improvements when and where necessary.
| Customer service plan |
Worlducation aims to achieve 100% customer satisfaction.
Sales representatives development plan
Sales representatives are required to make sales that contribute to the 10% profit p.a. target. They are also required to establish 5 new leads per month and for every 5 leads, make one sale.
| Role description | Role: Sales representative | |||
| Key competencies: Able to maintain positive customer relationships Able to use ERP system Excellent communication and interpersonal skills Organisational skills to fulfill duties (e.g. team meeting). | ||||
| Strength | Great interpersonal skills. | |||
| Development requirements | Personal: Organisational skills to manage multiple zoom calls | |||
| Professional: Accurate user requirements | ||||
| Goals | Performance development opportunities | Time frame | Priority | Incentives/rewards |
| Accurate user requirements | Coaching, on-the-job training | 6 months. | 1 | Day off work |
Advertising staff development plan
Advertising staff should have no social media posts that require external intervention (e.g. Twitter removing a tweet) and information in adverts should be 100% accurate.
| Role description | Role: Advertising staff |
| Key competencies: Design and develop adverts for multiple mediums. Attention to detail. Organisational skills to manage work load. |
| Strengths | Creative. Good digital literacy. | |||
| Development requirements | Improved attention to detail. | |||
| Goals | Performance development opportunities | Time frame | Priority | Incentives/rewards |
| No errors on adverts submitted for approval. | Checklist. | 6 months | 1 | Salary increase. |
| Communication Policy and Procedures |
Worlducation aims to enhance and streamline communications (internal and external) to reinforce the vision and strategic priorities. As such, we will continue to develop and trial new communication platforms, channels, and tools to improve information sharing and collaboration between all staff members.
This policy is to be implemented in a way that ensures compliance with relevant legislative requirements and standards of best practice.
Worlducation expects that staff will use the channels and for business purposes only and comply with all relevant policies and procedures, the Code of Conduct.
Internal Communication channels
Worlducation has a number of internal communication channels available, including:
| Channel | Purpose |
| Staff bulletin | This contains Information from the executive to staff which is important and relevant to their interests, including training, employment vacancies and important announcements. Contributions for the Staff Bulletin must be approved in advance by the contributor’s relevant manager before being sent to the communications officer for review and inclusion. |
| Staff surveys | These are used to gather information and feedback from all staff members. Surveys should be sent to staff via email link. |
| Worlducation intranet | The intranet provides important information for staff in an easily accessible location. The intranet is to be used for conveying information which is important and relevant from the executive team to staff. It is the responsibility of the person contributing the content to ensure the content is factually correct. All contributions must be approved in advance by the contributor’s relevant manager. |
| Enterprise social networks (e.g. Yammer, Facebook) | These may be used by groups of staff to collaborate and communicate on projects online (e.g. to share and comment on work-related ideas, news and activities). Personal use of these platforms may not be used during work hours. Use of these networks must comply with the Social Media Policy. |
| Channel | Purpose |
| All Staff emails | Emails are used for messages to and between staff. Staff are required to read all their work-related emails. |
| Email distribution lists | Email distribution lists may only be used by the executive team and should adhere to the Privacy policy. |
External communication channels
All communication with external parties should be performed by managers or their superiors.
Sales representatives and call centre staff may communicate with customers in a manner fitting their job description.
Social Networking
Worlducation employees must use these forums appropriately and responsibly, especially when discussing or disclosing any information related to Worlducation or to their employment at Worlducation.
While social networking opens up new opportunities to have a positive impact on our brand reputation and business growth, it also carries significant business risk when used inappropriately. Failure to follow Worlducation’s social media and networking policy or other abuse of social media and networking tools may result in disciplinary action up to and including termination of employment.
In the event anything in the policy may conflict with local law concerning internet use and data privacy, local law will control the interpretation and application of the policy.
Documenting and review
All employees are required to use Worlducation’s templates for all workplace documentation. Documents should be named [Department_Type_Detail_Version]
Documents are to be saved using Worlducation’s cloud-based storage system.
In-built software review functionality should be used, and all comments recorded in a feedback register. Feedback register should contain the date, project number, name of reviewer, person receiving feedback, comments and action required.
| Customer Service Policy and Procedures |
Policy
Worlducation is committed to:
- Politeness – the use of good manners in all interactions
- Responsiveness – meet agreed timeframes and follow up on all queries
- Professionalism – being objective and knowledgeable and demonstrating integrity
- Understanding – customers and their business
- Confidentiality – respecting the confidentiality of customer information
- Transparency – processes are clear, consistent, easy to access and documented.
General Principles
Staff will:
- demonstrate to the customer at all times respect, courtesy, patience, attentiveness, consideration and sensitivity that is appropriate to the age, culture and linguistic background of the individual or group
- listen to what customers have to say and determine the exact nature of the request
- respond to customer enquiries promptly and efficiently in a timely manner
- act with integrity and honesty when dealing with customers
- provide the customer with advice and other information that is accurate, clear, concise, reliable and in plain language
- be sensitive to any language or other communication difficulties experienced by customers when providing advice and other information
- present a positive image of Worlducation to the public.
Managing Telephone Enquiries
The following procedure should be followed for telephone enquiries.
- Answer the phone in a timely manner
- Greet the client with “Good morning/afternoon, this is NAME”
- Be warm and friendly
- Speak slowly and clearly
- Be careful with language –slang or jargon is not to be used
Managing Written Enquiries
All written communication will be clear and concise and adopt a formal tone. Worlducation endeavours to acknowledge receipt of written correspondence:
- email within one working day
- mail within three working days
Where Worlducation is writing to a customer in response to an enquiry or other matter, all written correspondence must be finalised in the timelines shown above.
Promotional materials
All promotional materials must be written clearly and simply and appeal to customers. Promotional materials can include media releases advertisements or web site content or social media content.
Dealing with difficult customers
Worlducation staff are expected to treat customers with courtesy and respect at all times and to make every reasonable effort to address the customer’s needs even when the customer is rude or difficult.
Staff must try and put themselves in the customer’s shoes and be empathetic.
Actively listen to what the customer is saying and repeat their concerns to make sure you are addressing the right issue.
Use calm, objective wording e.g. As I understand you are quite rightly upset because your book did not arrive in the time we specified.
Apologise to the customer and present a solution. All feedback should be recorded.
Where the customer indicates they wish to lodge a formal complaint, outline the complaint procedure as in the company’s complaints handling policy.
Confidentiality and privacy
Worlducation is committed to the protection of customer personal information. All dealings with customers must abide by the Privacy Act 1998 and the Australian Privacy Principles contained in the Privacy Act 1998 (CTH) except when qualified by any relevant Codes of Practice, and will underpin all matters related to personal information at Worlducation.
Complaints and Feedback
Worlducation welcomes complaints from customers. If a customer wishes to make a complaint, they may contact us via email or via phone and discuss their complaint. Where the complaint cannot be resolved at this first point of contact, the complaint will be referred to the management team. The customer will be contacted with 3 working days to advise of the outcome of their complaints.
| Date Staff member: Complaint: Person responsible: Action taken: Resolved? QIBA Pty Ltd | RTO Code: 5304 | S-SP | V1.1 | © 2021 RTO Works Page 16 |
Worlducation also welcomes feedback from all of its customers and sends a link to an on-line survey for all customers to complete. All feedback is recorded in a feedback register.
| Customer complaints and feedback register template |
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