Calling Up Attendance: Telecenter System Users Forum

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Unit III Case Study DBA 8149 Business Research Methods Unit III Case Study Case studies are designed as a self-assessment to determine how well you understand the material that has been presented. The case study for this unit is “Calling Up Attendance: TeleCenter System Users Forum.” The case is provided below. You are to respond to questions 1 through 5 at the end of the narrative. “Calling Up Attendance: TeleCenter System Users Forum” Nashville-based TCS Management Group markets TeleCenter System software used to forecast staffing needs for reservation centers, order centers, or customer service centers. Using TeleCenter systems allows companies to have the correct number of people on duty at any hour of the day or night, thereby optimizing the delivery of good service while holding costs as low as possible. TCS has an impressive list of customers, including American Express, British Airways, Sears, Amtrak, and Citicorp. TCS was planning a special two-day educational event, Users Forum, for its 300 plus customers, but was unsure how many TeleCenter System users would attend. Scheduled at the Opryland Hotel, the forum would offer speakers, workshops, and presentations. While TCS would underwrite the costs associated with planning the meeting and preparing the presentations, customers would be responsible for paying a fee to attend, as well as their own hotel and travel expenses to Nashville. “Ten weeks before the forum, we weren’t sure whether we would have 40 people or 140 people coming to Nashville.” Shared Jim Gordon, CEO of TCS. While TCS had previously done most of its own customer satisfaction research, given the time frame of the need, it turned to Nashville-based Prince marketing, who promised to design, conduct, and interpret survey results within 21 days. Three objectives were set for the phone survey: 1. Determine the likelihood

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