SERVICES MARKETING

GEAR INC.’S
SERVICE
ANALYTIC.

Lecturer/Tutor: Ms. Phan Thi Kim Ngan.

Tutorial 1 - Group Meo:
Nguyen Ngoc Thang - 1904000106
Mac Mai Huong - 1906090049.
Pham Ky Thai - 2204050066.
Tran Bich Ngoc - 2204050050.
Nguyen Nhat Quynh - 2004000089.
TABLE OF
CONTENTS:
Executive Summary. 01
I. Intro about the
situation of Technology
Development.
02

II. Overview about the

Business (Gear Inc.). 03
III. Importance of
Personnel. 04
IV. Impact of
Technology (Zendesk)
on the Capacity.
10

V. Influence of
Technology (Zendesk)
on Personnel.
12

VI. Recommendation. 13

References. 14
 01

EXECUTIVE SUMMARY
It cannot be denied that the century pandemic COVID-19 has led to an
explosion of technology and innovation, forcing business to rapidly
adapt or disappear. This report aims to examine a particular case of
Gear Inc. and figure out the support of Zendesk on the Gear Inc.'s
customer service provision for B. company. Observing and researching
are methods applied in the report. The collected information is
analyzed, which will indicate changes in the Gear Inc.’s operation and
provide services to cope with market changes. The technology
industry is constantly evolving, and companies like Gear Inc. are
keeping up with the latest trends to enhance customer service and
satisfaction. The report outlines the benefits of using Zendesk, such as
streamlining customer interactions, increasing efficiency, and
improving communication among team members. Additionally, it
highlights challenges that Gear Inc. faced during the implementation
process, including the need for extensive training and possible
compatibility issues. On other hand, this study still gives some
recommendations to differentiate Gear Inc. from direct competitors.
I. INTRO ABOUT 02
02
THE SITUATION
OF TECHNOLOGY
DEVELOPMENT:

Throughout history, technology has consistently changed the way

workers across every industry do their jobs. From the industrial age to
modern day, technology has improved working conditions. Its impact on
the work environment has streamlined tedious and environmentally
wasteful processes, expedited access to work while exponentially
increasing productivity and made working from anywhere easier than
ever. The impact of technology on work, both in manufacturing and in
communication, has exponentially increased the rate of production and
speed at which business occurs. The recent Corona pandemic is also one
of the factors that further promote the power of technology in people's
lives. The explosion of e-commerce platforms has created favorable
conditions for the era of peak development of technology.

Technology has changed the way businesses provide customer service. In

the past, businesses would have to rely on phone calls and face-to-face
interactions to provide customer service. Now, the availability of
numerous customer service tools make it easier than ever to provide
excellent service. This report will focus on the company Gear Inc. - how
Gear Inc. used technology (specifically Zendesk software) to support
another company's work providing customer care services along with
some recommendations for work related Zendesk.
 II. OVERVIEW 03
ABOUT THE
BUSINESS:

Gear Inc. was founded in 2006 by Mr. Hubert Hyungin Choi as a One
Person Company (OPC) with just one employee engaged in software
development for hire. With a primary focus on game development,
quality assurance, and image & content moderation, the company has
grown into a leading global software specialist after 17 years of
development.

Gear Inc. has a division called Pure Moderation that specializes in

Business Process Outsourcing (BPO) services namely Brand
Moderation for Image & Video, Social Listening, and Customer
Support. BPO is the practice of organizations outsourcing their
internal business operations to an external entity. The main objective
is to reduce expenses, to save time, and to concentrate on the key
competencies of the company. With years of operations and expertise,
an international workforce, and access to specialist related services,
Pure Moderation, or Gear Inc., is proud to be one the top BPO services
providers in the world.

In this study, we will bring up company B. - which contracts Gear Inc.

for outsourcing the Customer Support service - as an example.
Customer services BPO serves as a link between businesses and their
clients and vice versa. It aids in developing your brand identity and
reputation by demonstrating your professionalism and level of care in
how you reply to your clients.
 III. IMPORTANCE
OF PERSONNEL 04
IN PROFESSIONAL B2B SERVICES.

Introduction.
In the business-to-business (B2B) services world, the role of personnel as
one of the 7 Ps of marketing is critical. Personnel refers to the
individuals responsible for delivering services to clients. They are critical
in ensuring that the services provided meet or exceed clients'
expectations. In this study, we will discuss the importance of personnel
in professional B2B services, particularly Gear Inc. Additionally, we will
analyze Gear Inc.'s competitors' personnel.
The personnel plays a vital role in B2B
services, particularly in Gear Inc. for the firm’s
differentiation and competitive advantage.
05
To begin with, service employees are frequently the most visible
element, delivering the service and significantly impacting service
quality (Wirtz & Lovelock, 2017). Friendly, knowledgeable, and efficient
staff create a positive customer experience, leading to repeat business
and referrals. Conversely, unprofessional, rude, or untrained staff can
have the opposite effect and damage a business's reputation.
Therefore, investing in personnel training and development is
essential to ensure that B2B service providers like Gear Inc. can deliver
the best possible service to clients.

Personnel in Gear Inc. (Source: https://www.facebook.com/GearIncTeam)

Personnel is also instrumental in creating and maintaining a

company's brand image. They are the face of the company and can
influence how customers perceive the business. Employees usually
determine whether the brand promise is delivered; if properly
executed, this reinforcement increases sales, awareness, and loyalty.
For example, Pure Moderation (Gear Inc.'s division) focuses on
providing affordable solutions custom-tailored to their partners'
needs. Consequently, they must ensure their personnel has enough
professionalism, dynamism, and sensitivity in language skills to
manage change workflows and tackle urgent customer issues. This
can help build trust and credibility with customers, leading to
increased loyalty and more significant profits in the long run.
 06

One of the major technological advancements currently challenging

service organizations is using chatbots and AI-powered assistants.
These solutions can handle many customer inquiries and requests,
reducing the need for human personnel. While this can increase
efficiency and reduce costs, it can lead to a less personalized and
satisfactory customer experience. According to statistics, more than
90% of customers are willing to pay more for products and services
from companies that can offer them the degree of personalization
they want. As a result, employees are the company's key element in
providing an exceptional, personalized customer experience and
creating customer relationships to differentiate the company from its
competitors. In the case of Gear Inc., a provider of IT solutions for
various industries, diversity, and inclusion in the workplace can
enhance a company's reputation in the market and attract various
clients. It can also bring unique ideas and perspectives, leading to
innovation and creativity. Thus, Gear Inc. should prioritize diversity and
inclusion in its personnel policies and practices.

Personnel in Gear Inc. (Source: https://www.vietnamworks.com/hrinsider/gear-inc.html)

 07

Finally, personnel can impact a business's efficiency and productivity.

Well-trained and motivated employees can streamline processes, and
generate sales, cross-sales, and up-sales. They can also help identify and
resolve problems more efficiently, leading to cost savings and increased
profits for the business. Furthermore, personnel can also assist B2B
businesses like Gear Inc. in reducing employee turnover, saving the
business a lot of money that would otherwise be spent on hiring and
onboarding new staff. Keeping knowledgeable and experienced
employees can boost output and improve customer service.
 08

Analysis of Competitors' staff.

To stay competitive, Gear Inc. needs to analyze the performance of its
competitors. This analysis can help the company identify any gaps in
its staffing, as well as in its training and development programs. It can
also help Gear Inc. determine whether it needs to adjust its
recruitment strategies to attract the best talent in the industry.

In addition, analyzing the staff of competitors can help Gear Inc.

determine whether it needs to make any changes to its diversity and
inclusion policies and practices. By benchmarking against its
competitors' staff, Gear Inc can ensure that it remains competitive in
attracting and retaining a diverse range of talent.

Conclusion.

In conclusion, personnel is a critical component of professional B2B

services, including Gear Inc. The company must invest in personnel
training and development, reduce employee turnover, and prioritize
diversity and inclusion to ensure the success of its services. Analyzing
its competitors' personnel can help Gear Inc. identify any gaps in its
personnel strategies and adjust accordingly to remain competitive in
the industry. By prioritizing personnel, Gear Inc. can deliver high-
quality services that meet or exceed clients' expectations.
 09

ABOUT ZENDESK

Founded in 2007, Zendesk is a Danish software development

enterprise majors in providing software-as-a-service solutions that
better the Business to customer (B2C) experience and relationship.

Insights regarding the customer service demand are gathered

from relevant customer interactions through various
communication trajectories, followed by the synthesis of those
data in one place. Such information is also accompanied by the
crucial tools and material from Zendesk themselves, to tackle the
existing demand, regardless of where the information might have
come from, all of which facilitate a more convenient way for
support agents to assist the customers.
 10
IV. ZENDESK’S
IMPACT ON GEAR INC.
SERVICE CAPACITY.
Gear Inc. implementation of such an advanced customer service
management platform enables the business to handle customer
inquiries more effectively and efficiently by highlighting various
factors, including but unlimited to:

Centralized processing:

By utilizing inquiries processing in one place, Zendesk

helps Gear Inc. cut down unnecessary motion in the
workflow and maximize the capacity efficiency. While this
method may lead to minor issues when the company
encounters sudden demand surge, it contributes
significantly to the service consistency.

Automation:

Being designated for the use of customer service, Zendesk

enables multiple built-in functions and shortcuts that
could help customers with the troubleshooting without
the involvement of an actual personnel, thus, shorten the
queue time and prioritize complex issues for more
advanced actions performed by humans.
 11
IV. ZENDESK’S
IMPACT ON GEAR INC.
SERVICE CAPACITY.
Gear Inc. implementation of such an advanced customer service
management platform enables the business to handle customer
inquiries more effectively and efficiently by highlighting various
factors, including but unlimited to:

Collaboration:

As Zendesk could be linked with a company’s ERP system,

it allows more flexible collaboration between employees
regardless of distance or other expertise boundaries, to
utilize the problem solving process and freeing up
capacity for other demands.

Reporting & Analytics:

Such an advanced technical platform as Zendesk enables

fast and detailed data analysis as insights can be derived
from visualized data provided by the platform, from which
strategic decisions could be suggested to better the
process of capacity allocation.
 12
V. ZENDESK’S
IMPACT ON GEAR
INC.’S PERSONNEL
UTILIZATION.
Human Resource Management and allocation remains one of the most
benefited aspects from Zendesk as more effective and seamless work
motions allow further utilization of work capacity.

Remote Working:
As Zendesk is designed to be operated with ease on various devices, Gear
Inc.’s personnel are enabled with the ability to work from a distance. Such
conveniences shall allow more flexibility in working hours and shifts that
could either relieve the pressure on core personnel by employing more
time-restricted positions (Eg: interns, part-timers, assistants), or significantly
cut down unnecessary salary expenses that were spent on less efficient
human resource distribution.

Ease of Use:
While customer service may require great communication skills and
personalized message responding language that one can only gain after
countless experience, Zendesk has made it easier for entry-level staffs to
learn while working by providing professional and standardized response
template that not only can conform to a variety of customer’s cases, but also
acts as direct training material. Such pre-loaded responses also allow swift
and accurate replies to frequently asked questions and common issues.

Digital Human Resource Management:

Tracking employees’ action and productivity is also one of the many
functions of Zendesk as it allows supervisors to closely keep track of their
personnel work performance through sets of quantitative and qualitative
assessments. In addition, the platform can also display guidelines,
automatically track and input KPI or OKR to passively align the staffs’
actions and service performance to comply with Gear Inc.’s value and
desired productivity as stated in the balanced scorecard.
VI. RECOMMENDATIONS:
Despite the fact that Gear Inc. has been operating seamlessly in the past with
the implementation of technology to utilize capacity and personnel usage,
certain solutions could still be derived to not only better the ongoing process
but also to protect the operation from potential risks and obstacles.

Security risk: Functional risk:

One of the caveats of internet-based Another not-so-bright side of digital
working, especially when the platform of enabled service is that small technical
work is linked to a company’s ERP difficulties can generate a great vacancy
system is the digital security problems of down time when the value-adding
as an outsider’s attack can cause major process cannot be performed. Whether it
disruptive events and obtain customer can be a blackout, the malfunction of the
data as well as operational data illegally. devices or simply having trouble with the
On the inside, Gear Inc. also employed wifi connection, all of which can cause
contracted personnel to only work delay or even cancellation to the service,
temporarily for certain projects, making reducing the productivity and capacity
the system constantly vulnerable to of the business. While there is no
both outsiders and insiders. For such a absolute solution to such disruptions,
risk, technically, the enterprise could recommendations can still be drawn to
implement securities protocols to minimize its repercussions and prevent it
protect the online system, such as from happening again in the future. To
Multiple Factors Authentication, or prepare for any unwanted situation
closely monitoring the input and output where the company experiences
of information regularly. For non- technical difficulty, the most effective
seasoned personnel or temporary counter action is to thoroughly plan
personnel, Gear Inc could fracture the things ahead, ranging from migrating
permission of different layers of the process of working to another
information to restrict the access to potential platform temporarily to ensure
more important and classified data, seamlessness, to performing cross-
such practices shall remain the training in down time for personnel to
workability of staff but limit them from keep the value-adding process running.
obtaining unwanted data.

13
 14

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 15

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YOU