Customer Service at Datatronics
This case features the effects on customer service after the acquisition of E-Z RP by the major technology company, Datatronics. E-Z RP was an “end-to-end, fully integrated CRM/ERP/service management suite” designed to be applicable for both small and midsize enterprises. They had become known for their outstanding customer service and integrated yet user friendly interface. E-Z RP had was at the time one of the “fastest growing service-based products” available to consumers. Their success, however, was exactly what attracted the attention of the technology tycoon, Datatronics. Following the acquisition, there was a significant switch up staffing structure. Matt Rubenzahl, the development manager behind E-Z RP was assured that he still had a job, just no longer as development manager. He was told that he had been moved to a position that would oversee the newly combined customer service center. While he wasn’t really on board with the idea, he decided to give it a shot figuring he didn’t have much choice if he wanted to stay employed. Matt didn’t know anything about running a data center other than the customer service experience he had gained while working with E-Z RP. Once in the new position though, it didn’t take him long to realize that the customer service Datatronics provided was severely lackluster. The CSRs had barely any training and were only given a basic knowledge of all of the products the company offered. The current customer service plan was geared towards cutting costs, not helping customers. The software available for CSRs to use was extremely inefficient as well. The search feature was subpar, the product information was not unified, and CSRs were often the last to know about new features and upgrades. This led to inconsistent advice being given to customers, resulting in a growing number of