REQUIREMENTS ANALYSIS FOR CUSTOMER FEEDBACK MANAGEMENT
SYSTEM
NURUL ASWA BT OMAR
A Dissertation Submitted To The Faculty Of Computer Science And Information
Systems In Partial Fulfillment Of The Requirement For The Award Of The Degree
In Masters of Science(Information Technology- Management)
Faculty of Computer Science and Information System
Universiti Teknologi Malaysia
APRIL 2010
iv
ACKNOWLEDGEMENT
I would like to thank the one and only creator, Allah S.W.T because He is
giving me his blessing until I manage to finish this Master Project (II) report
successfully.
I also would like to take this opportunity to thank Dr Noorminshah bt A.Ahad
as my Master Project (II) supervisor who gave me a lot of advices, instructions and
criticisms in order to help me finish this report. I would not forget it. Besides that, I
want to thank SPS UTM management because allow me to do the research there. To
the person who helped me a lot during this project, Madam Nazlin I would like to
say a bunch of thanks to you because willing to give the best cooperation and let me
collect all the data during the time I was finishing this Master Project (II) report.
Last but not least, thanks to my parents, my family, and all my friends and
every individual that helped me a lot during finishing this project. Thanks a lot for all
your supports and assists. May all your good deeds will be blessed from Allah S.W.T.
iii
Especially to my family
Omar bin Othman
Shakinah bt Ya’akob
Nurul Atiqah Bt Omar
Mohd Shafiq Bin Omar
Nurul Athirah Bt Omar
Mohd Syamil Bin Omar
Mohd Syarafi Bin Omar
Dear mom and dad, both of you helped me and encouraged me to do my very best, preparing me and showing me
the way to handle problem in life.
My Friend...My love to you will always remain…
Your supports are great…
☺Thank You Very Much☺
-Nurul Aswa Bt Omar-2010-
v
ABSTRACT
Feedback is one of the ways for customers (students) to make complaints,
suggestions and show appreciation towards an organization about a product or service
provided. Each feedback received is very important in determining the level of
customers’ satisfaction. Besides, this project considers the issue of feedback
management as very important to achieve customer retention and customer loyalty
towards an organization. Feedback can be done in various ways such as via telephone,
fax, email and others, so does the SPS. SPS is one of the departments in UTM that
manages postgraduate students; SPS consider it as very important to have a feedback
system to ease students in doing feedback towards SPS. Therefore, it is very convenient
to develop a feedback system in order to ease the students to do feedback to SPS . This
system is develop to fulfill the needs and problems of students and SPS staffs. After
interviewing SPS staff, distributing questionnaire and doing focus group with students.
The aim of this project is to apply the steps , activity and system development that is
suitable for the management of the Master project for information technology
management project. This project is hope to help the SPS in management, and managing
feedback effectively in the future.
vi
ABSTRAK
Maklum balas adalah salah satu cara untuk pelanggan (pelajar) membuat aduan,
cadangan, pertanyaan dan penghargaan pada sesebuah organisasi tentang produk atau
perkhidmatan yang disediakan. Setiap maklum balas yang diterima adalah sangat
penting dalam mengukur tahap kepuashatian pelanggan terhadap sesebuah organisasi,
ini bermakna maklum balas adalah sangat penting untuk meningkatkan prestasi sesebuah
organisasi. Selain itu, Project ini mengangap isu tentang pengurusan maklum balas
adalah penting untuk mencapai perhatian dan kesetian pelanggan pada sesebuah
organisasi. Maklum balas boleh dilakukan melalui pelbagai jenis cara komunikasi
seperti talefon, fax, email dan lain-lain, begitu juga dengan SPS. SPS adalah salah
sebuah jabatan dalam UTM yang menguruskan pelajar postgraduate, SPS merasakan
pentingnya mempunyai sistem maklum balas untuk memudahkan pelajar dalam
membuat maklumbalas terhadap SPS. Maka amatlah bersesuaian jika sistem maklum
balas dibangunkan untuk tujuan memudahkan pelajar membuat maklum balas terhadap
SPS tanpa menggunakan cara yang lain seperti yang disebutkan diatas. Sistem ini
diwujudkan mengikut kehendak dan masalah yang dihadapi oleh pelajar dan staf SPS
setelah menemubual staf SPS, mengedarkan soalan dan melakukan kumpulan focus
dengan pelajar. Projek ini bermatlamat untuk mengaplikasikan langkah-langkah, aktiviti
dan pembangunan sistem yang sesuai didalam pengurusan projek sarjana untuk program
pengurusan teknologi maklumat. Diharapkan projek ini dapat membantu pihak SPS
dalam pengurusan, dan menguruskan maklum balas secara efektif pada masa kan datang.
vii
TABLE OF CONTENTS
CHAPTER
TITLE
PAGE
DECLARATION
i
DEDICATION
iii
ACKNOWLEDGMENT
iv
ABSTRACT
1
v
ABSTRAK
vi
TABLE OF CONTENTS
vii
LIST OF TABLES
xii
LIST OF FIGURES
xiii
LIST ABBREVIATIONS
xv
PROJECT OVERVIEW
1.1
Introduction
1
1.2
Background of Problem
1
1.2.1 Various mode of technology in receiving of
the feedback
1.2.2
Unstructured and Scattered feedback of
Information
1.2.3
2
3
unavailability of one stop centre to receive and
reply the feedback
4
1.3
Problem Statement
4
1.4
Objective
5
1.5
Scope of the Project
5
viii
2
1.6
Importance of the project
6
1.7
Chapter Summary
6
LITERATURE REVIEW
2.1
Introduction
7
2.2
Customer Relationship Management
9
2.2.1 Definition of CRM
11
2.2.2 Component of CRM
11
2.2.3 Benefits of CRM
13
2.2.4 CRM in Higher Education
15
2.2.4.1
Reason implementation a Higher
Education in CRM Business Strategy
2.3
3
16
Electronic Customer Relationship Management
16
2.3.1 Definition of e-CRM
17
2.3.2 Component of e-CRM
17
2.4
Customer Satisfaction
20
2.5
The Customer feedback / Complaint System
21
2.5.1 Complaint Management
23
2.5.2 Comparison of Feedback System
24
RESEARCH METHODOLOGY
3.1
Introduction
26
3.2
Operational Framework
26
3.2.1 Phase I (Initial Planning)
28
3.2.2 Phase II (Analysis)
28
3.2.3 Phase III (Design)
28
3.2.4 Phase IV (Implementation)
29
3.3
System Development Methodology
33
3.4
Unified Modeling Language
33
3.5
Data Collection
36
3.6
Project Schedule
39
ix
4
3.7
Hardware and Software Requirement
39
3.8
Chapter Summary
41
ANALYSIS AND DESIGN
4.1
Introduction
42
4.2
Organizational analysis
43
4.2.1 Introduction to SPS
43
44
4.2.1.2 SPS Organization Structure
45
4.3
Initial Data Collection
45
4.4
Data Analysis
46
4.4.1 Interview Summary
46
4.4.2 Questionnaire Summary
48
4.4.3 Focus Group
52
As-Is Process Data Model
55
4.5.1 Activity Diagram
55
4.6
User Requirement
56
4.7
Requirement for system Design
56
4.8
To be Process and Data Model
57
4.8.1 Feedback system Process and data Model
59
4.5
4.9
5
4.2.1.1 Mission and Vision
4.8.1.1 Use Case Diagram
60
4.8.1.2 Activity Diagram
61
4.8.1.3 Class Diagram
63
Chapter Summary
65
DEVELOPMENT AND TESTING
5.1
Introduction
66
5.2
System Module
67
5.2.1 View FAQ
67
5.2.2 Feedback form
68
5.2.3 Forum
69
x
5.2.4 View List Status
70
5.2.5 Login System
71
5.2.6 Reply Feedback
72
5.2.7 Produce Report
73
5.2.8 Delete Feedback
74
5.3
User Manual
75
5.4
Testing
75
5.4.1 Unit Testing
76
5.4.2 Integration Testing
76
5.4.3 System Testing
76
5.4.4 User Acceptance Testing
77
Chapter Summary
79
5.5
6
7
ORGANIZATIONAL STRATEGY
6.1
Introduction
80
6.2
Implementation Strategy
80
6.3
Management Changing
83
6.4
Training
84
6.5
Chapter Summary
85
DISCUSSION AND CONCLUSION
7.1
Introduction
86
7.2
Achievements
86
7.3
Constraints and Challenges
87
7.4
Aspiration
88
7.5
Suggestion for Future Work
88
7.6
Chapter Summary
88
xi
REFERENCES
90
APPENDIX A
94
APPENDIX B
98
APPENDIX C
104
APPENDIX D
117
xii
LIST OF TABLES
NO TABLE
TITLE
PAGE
2.1
Comparison of Feedback System
25
3.1
Details of Operational Framework
30
3.2
List of Software
40
4.1
Result from Interview Session with Staff SPS
47
4.2
Result from Focus Group Session 1
53
4.3
Result from Focus Group Session 2
54
4.4
Description Process System
59
5.1
Modules and User Accessibility
67
6.1
Implementation Strategies
81
6.2
Stakeholders Management Changing
84
xiii
LIST OF FIGURES
FIGURE NO
TITLE
PAGE
2.1
Framework Literature Review
2.2
Key Component of e-CRM
18
2.3
Flow to Improve Customer Satisfaction
20
2.4
Complaint Management
24
3.1
Project Operational Framework
27
4.1
SPS Organization Structure
45
4.2
Type of feedback made by students
49
4.3
Best medium for student to communicate with the SPS
50
4.4
Medium that provided by SPS to give feedback able to
solve student problem
4.5
8
51
Effective ways the SPS management respond beck every
feedback from student
52
4.6
Sources or Requirements Capture for System Design
56
4.7
Model Proposed by Mohamed Zairi as Reference to Develop
Feedback System
4.8
58
Use case diagram of feedback system for student and
Admin
60
xiv
4.9
Activity Diagram for student process
61
4.10
Activity Diagram for admin process
62
4.11
Class Diagram of to be Process
63
4.12
Sequence Diagram to be System
64
5.1
FAQ according unit at SPS
68
5.2
Feedback from according unit at SPS
69
5.3
Forum Page
70
5.4
View List Status according unit at SPS
71
5.5
Login system for admin
72
5.6
Form for reply feedback
73
5.7
Report According Department SPS
74
5.8
Page delete the feedback
75
5.9
The number user satisfied with function in system
77
5.10
The number user satisfied this system help to solve
communication service problem
5.11
6.1
78
The number user satisfied with system able to become a
one stop center
78
Parallel Implementation
83
xv
LIST OF ABBREVIATION
UTM
Universiti Teknologi Malaysia
SPS
Schools Graduate Students
PIC
Person In Charge
FKM
Fakulti Kejuruteraan Mekanikal
FPPSM
Fakulti Pengurusan Sumber Manusia
FKKKSA
Fakulti Kejuruteraan Kimia Dan Sumber Asli
FSKSM
Fakulti Sains Komputer Dan Sistem Maklumat
1
CHAPTER 1
INTRODUCTION
1.1
Introduction
This chapter discusses the problem background, problem statement, the project
objectives, scope of study, project approach, project report organization and a concluding
observation. This chapter is aimed to give a general description to the whole of the
project report.
The introduction begins with the organizational profile of case study Sekolah
Pengajian Siswazah (SPS) Universiti Teknologi Malaysia (UTM).It includes the vision,
missions and the challenges from which the background of the problem in this project is
based.
1.2
Background of problem
University Teknologi Malaysia, the largest engineering-based university located
at the southern tip of Peninsular Malaysia. It is renowned for being at the forefront of
engineering and technological knowledge and expertise. UTM has also established a
reputation for innovative education and leading-edge research, with a vision to educating
technologists and professionals towards the development of creative human capital and
2
advance technological innovations. UTM has 2 academic sections that are undergraduate
and postgraduate. Undergraduate are related to degree students whereby postgraduate are
master and PhD students. Postgraduate students will be handle by a department called
Sekolah Pengajian Siswazah UTM. SPS will manage all matters regarding to their
studies starting from choosing students, study offer until they finish their studies. In
addition, SPS manages not only local students but foreign students as well. According to
the interview and survey done, local students have less problems with SPS management
compared to foreign students. The problems arise when they always need to keep in
contact with SPS to solve their problems. Students contact SPS using various ways such
as email, phone calls but they prefer to go to SPS because they claim that they are not
satisfied with the answer given and they did not received the exact details. This means
that the way of communication used did not help the students. Besides, the SPS
university decided to improve their management by retrieving the feedback, comment
and user’s view from the students by providing the feedback system or other alternatives
such as by telephone, SMS, email and fax. Because of that, there is a problem occurred
whereby unsynchronized of feedback in management was found.
1.2.1
Various mode of technology in receiving of the feedback
SPS has various ways of communication that is easy for the students to keep in
contact such as phone calls to ask questions, email to SPS via graduate@utm.my or they
can either go to SPS office. However, students are not satisfied by the way of
communication as it has many weaknesses especially by the way the information is
delivered. For instance, if a student makes a call, he or she may not get the exact answer
or solution wanted as the person who is responsible to pick up the phone is not there or
the call is answered by another person from another unit. Meanwhile if they use email,
students’ will not received any response in a short period.
An access channel strategy will consider the various channels (methods of
communication) currently open to our customers, their use, ways of improving for the
future and possibilities for opening up new channels. It is important to begin by
3
understanding what customers want, need, and even demand access to companies with
whom they do business. A customer's desire for contact, or access, with a company, can
easily be summarized by the following four very basic information needs:
(1) The customer has a question and needs an answer in order to proceed,
``Where do I buy your product?'', “What is the price?''.
(2) The customer wants the company to do something,
``Change my address'', ``Send me a manual'' or ``Take my order for a new product''.
(3) The customer has a problem with the product and needs assistance and guidance in
resolving the issue, technical support and help desk.
(4) The customer is emotionally upset with the product, and wants to know that the
company will set the situation straight, i.e. complaint resolution and anger diffusion.
It will become evident that, whereas the number of different channels (also called
customer ``touch points'') open to the customer to reach the company have exploded, the
reasons for customers contacting companies are still the same basic four listed above. By
the way, all four customer needs can be rolled up into one word and that is “accessibility'
(Jon Anton,1999)'.
1.2.2
Unstructured and Scattered feedback of information
The information received by the each department will be organized separately
whereby each department will respond and solved the feedback submitted to them. The
feedbacks are submitted from the different source and technology. So, the feedbacks
received are not centralized and unsorted in appropriate place. Furthermore, the
information is not sorted by their categories and become scattered. This situation
contributes to the difficulties of data searching and the information is not reusable.
4
1.2.3
Unavailability of one stop centre to receive and reply the feedback
Currently, SPS did not provide “one stop centre” to manage the feedbacks from
user. This will cause all the information and complaints or any inquiry from user can not
be well managed as well as the user did not get the required responds from the
organization. Realizing the facts that the feedback from users is very important in an
organization, this research is an opportunity in overcome the problem faced in feedback
management. By realization one stop centre for the user feedback, it will enable the
responds is faster.
1.3
Problem Statement
In doing this study, there are important question which arise:
i.
What technology is usually used by the user in giving feedbacks and what
is the most appropriate technology to be used by an organization to
achieve user satisfaction?
ii.
How the organizations SPS UTM manage the received feedbacks from
each department?
iii.
How to develop a system which can improve the quality of service for an
organization SPS UTM?
1.4
Objectives
The objectives of this project are:
5
i.
To identify the problems faced by postgraduate student in giving
feedback.
ii.
To study how SPS manage students’ feedback and solve it to achieve
student satisfaction.
1.5
iii.
To identify the requirement of the feedback management system.
iv.
To develop a prototype of the feedback management system
Scope of the Project
The study will focus on a selected higher education institution in Malaysia. The
project selected Universiti Teknologi Malaysia as the organization because UTM is one
of public universities in Malaysia which have large quantity of post graduate students,
especially international students. In order to achieve the of the project, the scope of the
study is limited to the following:
i.
This project will be operated in SPS in Universiti Teknologi Malaysia
(UTM), to identify feedback from current student such as Complaint,
Comment, Asking Question, Suggestion and Acknowledgement.
ii.
This project involves the SPS UTM staff and the UTM students.
iii.
The Public Relationship Officer in each department will organize the
feedbacks from users.
1.6
Importance of The Project
The research project is stated as below:
6
i.
The main contribution of this project is to provide the feedback system
solution for students.
ii.
This project also identified the best administration method in managing
the feedback received.
iii.
This project determines how the efficient feedback helps the organization
in improving the quality of services.
1.7
Chapter Summary
As summary, this chapter provides an introduction and overview about the project
as a whole. The problem background for conducting this project has been discussed.
Problem statement, objectives and scopes of the project have been clearly mentioned. The
goal of this project is to develop one model that effective to manage the feedback from
customer.
7
CHAPTER 2
LITERATURE REVIEW
2.1
Introduction
In this chapter the areas that are of interest to the study which will be covered are:
i.
The concept of CRM
ii.
The concept of e-CRM
iii.
Customer Satisfaction
iv.
Feedback System Management
The knowledge gained from literature review, the framework of literature review is
shown in Figure 2.1.
8
Literature
2.1
2.2 Customer
Relationship
Management
2.2.1
Definition of
2.2.2
Component of
2.2.3 Benefit of
CRM
2.2.4 Definition
of CRM in
Higher
2.3 e-CRM
2.3.1 Definition
of e-CRM
2.3.2
Component e-
2.4 Customer
Satisfaction
2.5 Customer
feedback/ Complaint
2.5.1
Comparison of
Feedback
Figure 2.1 : Literature Review Framework
9
2.2
Customer Relationship Management (CRM)
Before we begin to examine the conceptual foundations of CRM, defining what is
CRM is would be useful. The term Customer Relationship Management (CRM) gained
widespread recognition in the late of 1990s.
Both researchers and practitioners in
academic area and the business field enthusiastically have shared their viewpoints and
experiences in applying CRM (Anton, 1996).
In less than a decade, Customer
Relationship Management (CRM) has escalated into a topic of major importance.
Although the term only came into use of a significant extent in the later part of 1990s, the
principles on which it has been based have existed for much longer. However, its origins
which involve building relationship of mutual value between suppliers and customers
have existed since the start of commerce (Gronroos, 1994 and Gronroos, 1996).
Customer Relationship Management (CRM) is built especially on the principles
of relationship marketing; the formal study of which goes back 20 years (Berry, 1983).
This emphasis on relationship, as opposed to transaction, is redefining how companies
are interacting with their customers (Gummesson, 1999). Customer relationships have
received considerable attention from both academicians and practitioners. The increasing
emphasis of relationship marketing is based on the assumptions that building committed
customer relationships results in greater satisfaction, loyalty, positive word of mouth,
business referrals, references, and publicity. Intense competition for market share in
today’s market requires managers to attend o customer retention and how’s of whys of a
patron returning and continuing to repurchase (Pritchard and Howard, 1997).
Customer relationship management (CRM) has attracted the expanded attention
of practitioners and scholars. More and more companies are adopting customer-centric
strategies, programs, tools, and technology for efficient and effective customer
relationship management.
They are realizing the need for in-depth and integrated
customer knowledge in order to build close cooperative and partnering relationships with
their customers (Parvatiyar and Sheth,2001).
10
Customer Relationship Management (CRM) is a broad term for managing
business interactions with customers. Effective CRM is about acquiring, analyzing and
sharing knowledge about and with your customers. (Dawn Julta, James Craig and Peter
Bodorik,2001)
In the marketing literature the terms customer relationship management and
relationship marketing are used interchangeably. As Nevin (1995) points out, these terms
have been used to reflect a variety of themes and perspectives. Some of these themes
offer a narrow functional marketing perspective while others offer a perspective that is
broad and somewhat paradigmatic in approach and orientation. A narrow perspective of
customer relationship management is database marketing emphasizing the promotional
aspects of marketing linked to database efforts (Bickert, 1992).
Another narrow, yet relevant, viewpoint is to consider CRM only as seeking
customer retention by using a variety of after marketing tactics that lead to customer
bonding or staying in touch with the customer after a sale is made (Vavra, 1992).
Refering to Ja- Shen Chen the terms use in this concept on CRM is embodies the
modern marketing paradigm of relationship management (RM) and leverange IT to
acquire customers, understand and satisfy their needs and expectations and maintain their
long-term relationships through retention programs, particularly those that build loyalty
Important ingredients in building long-term customer relationships are effective
communication trust, commitment between the relationship participants. Every
interaction and communication between the relationship participants leads to a trail of
transaction and non-transaction data. The integration of this data is very vital for any
business in reducing transaction costs and providing differentiated products and services
at lower prices (Wells et al., 1999).
11
2.2.1
Definition of CRM
According to Donelaicio (2008) customer relationship management means “the
start of a dialogue with a customer”, which later on is converted into enterprise’s profit
and finally it means enterprise’s survival in the competition. Thus CRM gets into the
market as the system based on (implemented together with) information technologies
frequently not evaluating advantages of direct communication of people.
Defining CRM could be connected to its technological perspectives as an IS
approach that enhance the capability of an organization to deal more effectively with its
customers. Chen and Chin (2004) defined CRM as a methodology that heavily employs
certain information technology such as database and internet to leverage the effectiveness
of relationship marketing process. Defining CRM as a business philosophy is another
approach that has occurred in the literature of CRM. Swift (2001) described CRM as an:
"enterprise approach to understanding and influencing customer behaviour through
meaningful communications in order to improve customer acquisition, customer
retention, customer loyalty, and customer profitability".
2.2.2
Components of CRM
As many researchers agree on the main components of CRM which are business
processes, technology, and people it will consider a definition for CRM that is built
around these components(Ali and Alshawi, 2002). Thus, CRM can be defined as “A
customer relationship management (CRM) systems is a combination of people, processes,
and technology that seeks to provide understanding of a company's customer and to
support a business strategy to build long-term, profitable relationship with customers"
(Shang and Feng Ko, 2006).
12
Although researchers have developed different detentions for CRM, these
definitions are closely related. There is a general acceptance among researchers of the
categorization of CRM components. CRM consists of three major components:
Technology, people, business culture and relationship, and Process (Ali and Alshawi,
2002). The contribution to each component varies according to the level of CRM
implementation.
1) Technology
Technology refers to computing capabilities that allow a company to collect,
organise, save, and use data about its customer. Technology is the enabler for CRM
systems to achieve their objectives of collecting, classifying, and saving valuable data on
customers. Integration technology allows organizations to develop better relationship
with customers by providing a wider view of the customer behavior (Thompson et al.,
2006). Thus, organizations are required to integrate IT to improve the capabilities of
understanding
customer
behavior,
develop
predictive
models,
build
effective
communications with customers and respond to those customers with real time and
accurate information (Chen and Popovich, 2003). For an organization to integrate IT,
concepts such as data warehouse, software customization, process automation, help desk
and call centers, and internet influence should be addressed (Mendoza et al. 2007).
2) People
Employs and customers are a key factor for successful CRM projects. CRM is
built around customers to manage beneficial relationships through acquiring information
on different aspects of customers. The main objective of CRM is to translate the customer
information into customized products and services that meet the changing needs of
customers in order to gain their loyalty. Nevertheless, a full
commitment of the
13
organization's staff and management is essential for an effective CRM implementation to
best serve customers and satisfy their needs.
3) Business process
CRM is a business strategy that has its philosophical basis in relationship
marketing (Chen and Popovich, 2003). CRM success requires a change of business
processes towards customer centric approach. As such, all business processes that involve
both direct and indirect interaction with customers should be analyzed and assessed
(Mendoza et al. 2007). Although CRM has an organization-wide impact, process that has
direct interaction with customers should be dealt with as a priority when integrating and
automating business processes. According to (Mendoza et al. 2007) the main business
processes that should be addressed in CRM implementation are: marketing, sales, and
services
.
2.2.3
Benefits of CRM
CRM tools when properly implemented can bring a lot of tangible benefits as
discussed in the earlier sections of this chapter. The benefits can be summarized as
below (Tourniaire, 2003):
i.
Cost Savings
Technology makes it easier to reach customers, to sell to them and to service
them. CRM tools also produce cost savings by boosting employees’ productivity.
14
ii. Customer Satisfaction and Loyalty
Good CRM tools make it easier for customers to do business with an organization
through flexibility of self-service, ability to get what they need faster or receiving target
information that is immediately useful. Highly satisfied customers tend to buy more, cost
less to service, less price-sensitive and are happy to spread the word about the
organization.
iii. Increased Profits
Profits are the ultimate test and a consequence of both the cost savings and the
increased customer loyalty as described above. CRM drives profitability in three ways
(Moulineux, 2003):
a). Extracting more money from each customer
b). Using knowledge gained from customers to deliver value to them more cost
effectively
c). Pleasing customers sufficiently that they refer other customers to the organization
iv. Increased Internal Accountability
By assigning and tracking tasks, the CRM tools makes it possible for everyone in
the organization to follow the flow of requests, to analyze adherence to SLAs (servicelevel agreements) and to note any delays or errors.
v. Employee Satisfaction
Good tools are essential to promote employees satisfaction. They tend to stay and
reduce costly turnover and are likely to be more productive.
15
vi. Better Business Intelligence
Better business intelligence means that an organization can get to know its
customers better so that it can adapt the products, marketing strategies and support levels
accordingly. CRM tools with better built-in analytics can really take advantage and
exploit customers’ data.
2.2.4
CRM in Higher Education
CRM is both business strategy and a set of discrete software tools and
technologies, with the goal of reducing cost, increasing revenue, indentifying new
opportunities and channels for expansion and improving customer value, satisfaction,
profitability and retention. CRM focuses on automating and improving the institutional
processes associated with managing customer relationships in the areas of recruitment,
marketing, communication management, service and support (Grant and Anderson,
2002).
Beside that they also said from perspective of the customer, a CRM business
strategy allows interaction with the college or university from single entity that has a
complete understanding of their unique status and from perspective of the college or
university, the CRM business strategy provides a clear and complete picture of each
individual and all the activities pertaining to the individual.
2.2.4.1 Reason Implement a Higher Education CRM Business Strategy
Nowadays, each university has divided its administration work into departments
and units. “Faced with divisional boundaries, it is often very difficult for these different
16
institutional functions to focus on their customers in a coordinated fashion “ (Grant and
Anderson,2002). By having a platform for customer communication, CRM is the right
solution to eliminate the organizational “stovepipes” that prevent proactive customer
interaction. Beside that CRM application also designed to improve staff to interact with
customer in this case is student.
According to Grant and Anderson (2002) use of CRM applications can lead to
improve customer responsiveness and a more comprehensive view of the entire “crandleto –grave” customer life cycle.
In addition, the university could manage the interaction between institution and its
customers by using web based application, whereby it could replace the interaction
between staff and customer across multiple channels. This is based on the opinion given
by Grant and Anderson (2002) that CRM application track and manages interaction and
transactions with various customers across multiple channels, including the Web. For
institutions with high degree of personal, such as admissions recruiters or development
officers, CRM can extend these channels to the Web by providing a framework for
managing the interactions and transactions.
2.3
Electronic Customer Relationships Management (e-CRM)
Electronic CRM or e-CRM is the customer relationship care component of e-
Business. Customer care linkages in the value chain for B2C and B2B electronic
commerce are critical elements for the evaluation of existing products (Patricia,1998).
According to Julta, Craig and Bodorik (2001), e- CRM extends to all of the
stakeholders that create value for customer. Value for the customer may be lower prices,
higher quality products and services, continuous stream of innovative new products and
services, speedier responses, convenience and customization of products and services.
17
2.3.1
Definition of e-CRM
Refer thesis from Ihsan Jambak (2004), consumers in every business sector are
becoming increasingly intelligent about products and services, as well as prices. The
Internet provides easy access to basic product information, price, product reviews, rating
systems, and other data points that enable consumers to make more choices about
products or services that informed. As a result, customers are more empowered than ever
before.
He also said that with an increasingly sophisticated customer base, most
companies are challenged with the demands of a higher-level service across multiple
access channels.
To meet with it, companies have to retain consistency across all
interaction channels, such as the Internet, email, telephone, Web, fax, and across all areas
of company customer interact with including sales, service, marketing, and other fields
Pan and Lee (2003).
2.3.2
Components of e-CRM
According to Roxanne and Jerry .etc (2002), successful e-CRM requires
adherence to a stable and consistent strategy that focuses on the goals of maintaining
customer loyalty and of using complaint handling data to solve problems and address
issues raised by customers.
The key e-CRM components to be discussed include:
i) maximizing customer satisfaction/minimizing customer dissatisfaction
ii) increasing customer loyalty
18
iii) increasing product/service quality
iv) resolving customer complaints
Figures 2.2 :Key Component of e-CRM (Roxanne Jerry. Etc, 2002)
1) Maximizing/Minimizing Customer Satisfaction/ Dissatisfaction
Customer satisfaction has been identified as a key component of e-CRM, the
question of how to minimize online customer dissatisfaction has not been received much
attention. As with any transaction, online customer satisfaction/dissatisfaction is largely
determined by how much the customer’s expectations differ from the product’s or
service’s actual performance - what traditional marketers refer to as the degree of
disparity resulting from a customer’s disconfirmation of expectations .
Online customer dissatisfaction results from unmet expectations about a product,
technology issue and/or Web assessment factors, which include information content,
customized product information, convenient after sales support, privacy issues, fast and
accurate delivery.
2) Increasing Product/ Service quality
A firm’s successful complaint management requires that a Quality Assurance
(QA) department provides rapid feedback in order to improve a customer’s overall
perception of product and service quality. Beside that, how online product or service
quality is used to evaluate online businesses. For example, customers can use online
19
feedback systems to share their evaluations of product/service quality, including online
transactions. In its most simple form, these systems result in increased sales when
product or service quality is reported as satisfactory or better, and decreased sales when
customer complaints persist.
3) Increasing Customer Loyalty
“E-loyalty” has been receiving more attention recently, the internet is a potentially
powerful tool for strengthening relationships between firms and their customers.
According to Gardial and Clemons. Etc (1994) stated that establishing effective
relationships results in greater customer loyalty and improved data on customer usage.
Encouraged the use of complaints to improve communication channels between buyers
and sellers in general, and as a specific means of turning dissatisfied customers into loyal
repeat customers, Roxanne and Jerry .etc (2002).
4) Resolving Customer Complaints
Based on paper Tax, Brown and Chandrashekaran (1998) they state complaint
management refers to the strategies used to resolve disputes and to improve ineffective
products or services in order to establish a firm’s reliability in the eyes of customers.
They also said that complaint data is a key component in the process of problem
correction and increased performance.
In conclusion, from the e-crm stated above, we can conclude that e-CRM is
models that can be refer to increase customer satisfaction via the usage of internet. Based
on the problem statement and objectives discussed in chapter 1, complaints is one of the
strategies used to increase the effectiveness of the service. When complaints are settled,
this can increase customer satisfaction in the service that exists in solving the problems
faced. Besides that, it can continuosly increase quality service that exists by organization
20
and increase customer loyalty within the organization. The figure 2.3 shows the flow to
achieve customer satisfaction via feedback system.
Resolving customer complaints
Customer Satisfaction
Increasing Product/ Service quality
Increasing Customer Loyalty
Figure 2.3 : Flow to Improve Customer Satisfaction
2.4
Customer Satisfaction
Businesses monitor customer satisfaction in order to determine how to increase
their customer base, customer loyalty, revenue, profits, market share and survival.
Although greater profit is the primary driver, exemplary businesses focus on the customer
and his/her experience with the organization. They work to make their customers happy
and see customer satisfaction as the key to survival and profit. Customer satisfaction in
turn hinges on the quality and effects of their experiences and the goods or services they
receive.
Refer to Mac and Peter (1989) stated customer satisfaction can be experienced in
a variety of situations and connected to both goods and services. It is a highly personal
assessment that is greatly affected by customer expectations. Satisfaction also is based on
the customer’s experience of both contact with the organization (the “moment of truth” as
it is called in business literature) and personal outcomes. Some researchers define a
21
satisfied customer within the private sector as “one who receives significant added value”
to his/her bottom line—a definition that may apply just as well to public services.
Customer satisfaction is a highly personal assessment that is greatly influenced by
individual expectations. Some definitions are based on the observation that customer
satisfaction or dissatisfaction results from either the confirmation or disconfirmation of
individual expectations regarding a service or product.
2.5
The Customer Feedback/ Complaint System
Coping potential is the extent to which people anticipate the probable success of
their coping effort, given option for coping (lazarus 1991). Companies can increase a
consumer’s coping potential by instituting coping mechanisms which minimize the
expected costs of complaining from consumer’s standpoint.
In terms of increasing the consumer’s coping potential, online communication
technology has done more than mercly adding a channel for complaint. Online
communication technology has in fact altered the perceived balance of power between
the individual consumer and the company.
Beside that terms of increasing the consumer’s coping potential steams from the
fact it is “lean” medium. Media differ in their ability to convey information (Bodensteiner
,1970). Refer Daft & Lengel (1986) stated that oral and synchronous media (face to face
and the telephone) are believed to be richer in carrying information than written and
asynchronous media (email). This is based on :
1) The medium ability to give immediate feedback
2) The variety of communication cues
22
3) The personalization of the medium
4) The attainable language variety
Based on criteria above, online communication as a written and asynchronous
medium falls somewhere between the telephone and non-electronic written
communications in terms richness.
Therefore, it can be concluded that feedback system online is the best way to do
feedback or complaint. Other than the criteria mention above, the criteria based on Tom
(1996) stated the Citizen’s Charter Complaints Task Force has summarized these as
follow:
Complaints system should :
1) Be easily accessible and well-publicized
2) Be simple to understand and use
3) Allow speedy handling, with established time limits for action and keep people
informed of progress
4) Ensure a full and fair investigation
5) Respect people’s desire for confidentiality
6) Address all the points issue and provide an effective response and appropriate
redress
7) Provide information to management so that services can be improved
2.5.1
Complaint Management
Mohamed Zairi (2000) suggested that customer satisfaction is not absolute
scenario but very much depends on interactions such feedback, praise and complaints.
Complaints have to be looked at in a constructive, positive and professional perspective:
23
1) They are way of receiving feedback from customer and therefore necessary means
for putting into action improvement plans.
2) They are a tool for preventing complacency and harnessing internal competencies
for optimizing products and services.
3) They are a useful way of measuring performance and allocating resources to deal
with the deficient areas of the business.
Example of best practice in complaints management is Boeing Airlift and Tanker
Programs, Boeing A & T use different approaches to handling customer complaints.
Amongst the key aspects of boieng’s complaints handling system are the following :
1) Service standards set jointly with the customer and linked to their processes.
2) Proactive management of customer contacts and complaint resolution through
joint teams.
3) Teams handling of complaints are facilitated by a systematic management
meeting process that involves the customer as a partner.
4) Teams with customer interfaces maintain logs of customer complaints, issues,
concerns and warranty claims.
5) Complaints management assessments are correlated with other customer
satisfaction data to give teams feedback on the quality of complaint management.
24
Formal or Informal Customer
Complaint
Receive, Log and
Assign to Proper
team
Assigned team,
analyses, resolves,
statuses and provides
feedback
Executives Review
Analyses Results and
Assign Appropriate
Responsibility
Assign team
Closes
Problem
Analyses and Aggregate
teams Analyses data for
Recurring problems
Figure 2.4 : Complaint Management (Mohamed Zairi, 2000)
In e-CRM, one of important component is a resolving customer complaints. As
show in figure 2.3 by resolution customer complaints, customer will achieve satisfaction.
Model proposed by (Mohamed Zairi, 2000) will form the basis for this project.
2.5.2
Comparison of feedback system
Table below shows the comparison of various feedback systems used by
government organization in Malaysia. Table 2.1 indicates the results of the comparison of
those feedback systems.
25
Table 2.1 : Comparison of Feedback System
Features
Feedback system
Form
New
feedback
Kementerian
Pelancongan Malaysia

Universiti Sains Malaysia

Pejabat Y.A.B perdana
Menteri Malaysia
Kementerian sumber asli
dan Alam Sekitar
Perbendaharaan Malaysia

(login)


FAQ
Feedback
according
Unit
Statistic
/
Report
x
x

x
x
x
x
x



x

x
x
x

x
View list
Status/
Check
feedback

(login)
These comparisons are purposely done so that suitable features in building the
feedback system can be discovered. Comparisons between these feedback systems only
involve feedback systems from government organization in Malaysia, where these
comparisons involving Ministry of Tourism Malaysia as well as Universiti Sains
Malaysia that are using the same features, ways to give feedback and ways for the
customers to check their feedback status. They only differ in FAQ sites where Universiti
Sains Malaysia is not having any FAQ site for their customers’ reference. Instead of that,
Prime Minister Malaysia’s Office only prepares form for their customers to give their
feedback and for that purpose, they have to login. Meanwhile, Ministry of Natural
Resources and Environment has all the listed features above, except for reports. Feedback
features for Malaysia’s Treasury are only two of them which are forms for new feedback
and FAQ sites. After analyzing the examples of feedback systems exist, we managed to
get a few important features from various feedback systems according to the features
prepared and become references to provide features in building feedback system.
26
CHAPTER 3
RESEARCH METHODOLOGY
3.1
Introduction
This chapter illustrates the Research methodology followed in this research.
As best practice methodology, models and techniques must be defines to fit the
prototype that will be develop according to the result of the research. In this chapter
the researcher will discuss data collection, project schedule and later on the
requirements of hardware and software for the proposed prototype.
3.2
Operational Framework
To make sure that all project activities are well-organized, project
methodology is needed to guide these activities to the right direction. However to
gather all the information relevant to the study, the researcher have to build a
methodology framework or operational framework to make sure that all the tasks of
the project have been done correctly.
The following figure 3.1 shows the project operational framework.
27
Project Initiation &
Planning
Phase 1
Literature Review
Data Collection
Phase 2
Questionnaires
Interview
Analyze Data
Phase 3
Design Feedback management system
for SPS
Focus Group
Develop system for this
project
Phase 4
Test System
Report Writing
Figure 3.1 : Project Operational Framework
28
3.2.1 Phase I (Initial Planning)
Initial planning phase is the beginning of the project. First of all, the title of
the project is discussed with supervisor. The objective of project development is
analyzed and defined based on the problem statement. Besides that, project scope is
identified to draw the boundary of this project. In this phase, few activities are
carrying out such as literature review study current business rules software and also
investigates any current system. Finally, some researches of project background have
been done in order to decide the methodology of the project.
3.2.2 Phase II (Analysis)
The analysis phase answers the question of who will use the system, what the
system will do, and where and when it will be used. This phase has three way to
collect the data they are questionnaire, interview and focus group .
3.2.3 Phase III (Design)
After obtaining user requirement in analysis phase, now is the phase to justify
on how it will meet the identified requirements. In this phase, system development
design, system architecture, and system interface for the prototype are designed.
Focus group was done in this phase to verify the requirement from interview and
questionnaire. Object oriented approach as system development methodology be used
in this phase.
29
3.2.4 Phase IV (Implementation)
After the prototype is done, it will be implemented and tested. The user
acceptance test expected result is the proposed model application will support the
user requirements and fulfill project objectives.
30
Table 3.1: Details of Operational Framework
PHASE
OBJECTIVES
TASKS
INTRUMENTS/
DELIVERABLES
METHOD
1
Project
Initiation
and Planning

To plan project.

To
understand

To
identify

Project proposal
and

Project objectives
existence of the

Project scope
domain
the
Problem domain.

problem
Analyze
problem.
the
problem.

To determine project
objectives from the
research
question
(problem statement).

To determine project
scope
Literature Review

To study and get idea

Browsing internet,

Books, journals
about related topic
reading materials,
articles,
issues and previous
sorting them and
research papers
research
analyzing
and etc.
customer
accessibility.
project
the
related
31
issues.
2

Data Collection

To gather the related

Interview
people
data and analyze it to
involved in access
obtain results.
issues
To
in
UTM
specially SPS.
identify

Unstructured

Data
Collected
interview.
through
an

Questionnaire
interview of people

Focus Group
in
charge
of
components that are

Questionnaire
received
needed to include the

Focus
Group-
feedback issues in
SPS and through
prototype from the
involves
seven
deliverables
student
from
of
information gathering
international
analysis.
student from a few
the
questionnaire.
faculty.
Analyze Data

To
analyze
collected
3
Design
and

data
the
and

Study the collected
define technology use
information
from them to develop
the interview.

Technology
ways of manage the
from
feedback that will
the management of
be
feedback.
model.
To
design
and
developed feedback
develop the feedback
management
system for managing

Design system for
SPS
and

included
Feedback
for
the
System
managing
feedback in SPS.
32
system for SPS
4
Test system
the feedback.

To test the prototype

Design the system

Write the report by

Final system

Complete
model.

To
get
finalized
prototype system.
Write the report

To write the final
report
of
prototype system.
the
combining
and
organizing all the
data
understandable
way.
in

Using
report
writing skills.
report.
final
33
3.3
System Development Methodology
Any methodology is not the way all project will operate. It is a best fit. There will
be variations for very good reasons. That is not to say it is variable at the whim of each
team. There needs to be some guidance provided as to what is the sensible pragmatic
approach for each project.
It is important to differentiate between a project methodology and a system
development
methodology or
software
development
methodology.
A
project
methodology covers all the things that need to do until the project complete. It is a
methodology that the projects should be broken down into phases and there should be a
plan in place before each phase begins.
Thus, iterative Development Methodology will apply in this project. It focuses on
incremental analysis and design to avoid the high complexity that is introduced by a large
upfront analysis and design phase and allow the adoption to changing requirements.
3.4
Unified Modeling Language (UML)
The Unified Modeling Language (UML) is a standard language for specifying,
visualizing, constructing and documenting the artifacts of software systems, as well as for
business modeling and other non-software system. The UML represents a collection of
best engineering practices that have proven successful in modeling of large and complex
systems. The UML is a very important part of developing objects oriented software and
the software development process. The UML uses mostly graphical notations to express
the design of software projects. Using the UML helps project teams communicate,
explore potential designs and validate the architectural design of the software.
34
The primary goals in the design of the UML are:
i.
Provide users with a ready-to-use, expressive visual modeling language so they
can develop and exchange meaningful models.
ii.
Provide extensibility and specialization mechanisms to extend the core concepts.
iii.
Be independents of particular programming languages and development process.
iv.
Provide a formal basis for understanding the modeling language.
v.
Encourage the growth of the OO tools market.
vi.
Support higher-level development concept such as collaboration, framework,
pattern and components.
vii.
Integrate best practice.
Components in UML are:
i.
Use case Diagram
A use case model is comprised of one or more use case diagrams and any
supporting documentation such as use case specifications and actor definition. Within
most use case models, the use case specifications tend to be primary artifact, with UML
use case diagram filling a supporting role as the “glue” that keeps your requirements
model together. Use case models should be developed from the point of view of your
project stakeholder and not from the (often technical) point of view of developers.
ii.
Sequence Diagram
UML sequence diagrams are a dynamic modeling technique as are UML collaboration
diagram. UML sequence diagram are typically used to
35

To validate and flesh out the logic and completeness of a usage scenario. A usage
scenario is exactly what its name indicates, the description of a way that your
system could be used. The logic of a usage scenario may be part of use case,
perhaps an alternate course, one entire pass through a use case such as the logic
described by the basic course of action or a portion of the basic course of action
plus one or more alternate scenarios or a pass through the logic contained in
several use cases.

To explore design because it provide a way to visually step through invocation of
the operations defined by classes.

To detect bottlenecks within an object-oriented design . By looking at what
message are being sent to an object and by looking at roughly how long it takes to
run the invoked method.
iii.
Collaboration Diagram
A Collaboration diagram is easily represented by modeling objects in a system
and representing the associations between the objects as links. The interaction between
the objects is denoted by arrows. To identify the sequence of invocation of these objects,
a number is placed next to each of these arrows.
iv.
Class Diagram
A class diagram is a pictorial representation of the detailed system design. Design
experts who understand the rules of modeling and designing systems design the system’s
class diagrams. A thing to remember is that a class diagram is a static view of a system.
The structure of a system is represented using class diagrams. Class diagrams are
referenced time and again by the developers while implementing the system.
v.
Activity Diagram
36
UML activity diagrams are the object-oriented equivalent of flow charts and dataflow diagrams from structured development. UML activity diagrams are used to explore
the logic of a complex operation, a complex business rule, a single use case, several use
cases, a business process and software processes.
3.5
Data Collection
In the data collection, the task for the researcher is to collect all relevant data
about the research topic. The sources of data that need to be collected are from the
following sources :

Online Research (Internet)
Online research been conducted through the internet to get relevant
information to the research topic. The materials the researcher got from the
internet are books, journals, web pages and official document reviews. Internet
can provide various types of research papers, books, journals and conference
papers.

Offline Research
When doing a research, it is important to find out books, journals and also
thesis about the research topic from the library- Perpustakaan Sultanah Zanariah,
Universiti Teknologi Malaysia. These materials from the library would give
additional information to understand deeply the topic.
37
To conduct data collection, the following data collection methods used :
i.
Interview
An interview session had been done at SPS on the date 22 January 2010 with Pn
Nazlin whereby the researcher asked some relevant questions. The main objectives of the
interview is to know the current medium used by the students in order to get feedback
from SPS, students’ common problem and how SPS manage the feedback and respond to
students. On the other hand, the researcher also gathered the requirements needed in
developing a new system.
As of today, SPS still do not have any feedback system that could receive all the
comment, opinion, complaint or enquiry in one platform. Other than that, the feedback
made also not being recorded. Students normally enquire about the offer letter produced
by SPS. Lastly, Pn Nazlin gave a few suggestions in developing the system. Detail result
will be shown in chapter four.
ii.
Questionnaire
This research utilized quantitative research methodology. The method chosen for
this project is questionnaire. The reason questionnaire was use to collect information in
this project, was to reach out to large number of students in an easy way. Questionnaire
was develop during project 2 and was distribute to 20 international students at that time.
The questionnaire consists of two main parts, which are part A and part B. Part A
contains eight questions with the purpose to find out the problems related to giving
feedback to SPS. In part B, a few open-ended questions are given regarding the
requirements needed to develop feedback system for SPS . The analysis and discussion
are based on the information in the questionnaire. Possible sources of error are explained
and analyzed. A set of questionnaire containing questions which includes open-ended
38
question and closed-ended question. Open-ended question except the respondents to give
opinions, ideas, suggestions or comments, but for closed-ended question require the
respondents to provide opinions, ideas or comments based on the options provided in the
same questionnaires. For example; yes/no, scale, listing, ranking and category.
To ensure that the data collected were suitable for the specific research questions
in this project, a questionnaire will construct to collect the required data. The
questionnaire measures the student enthusiasm towards feedback management.
iii.
Focus Group
Focus group methodology is one of several tools that educators can use to
generate valid information important to the advancement of programs, communities, and
organizations. In fact, focus groups are an increasingly popular way to learn about
opinions and attitudes.
The main objectives of this focus group are to identify the real problem faced by
requirement needed to construct a feedback system as proposed and it exists to strengthen
the respondent’s answers from the questionnaire distributed. This focus group includes
seven international students from various faculties, such as FKM, FPPSM, FKKKSA and
FSKSM.
This focus group was conducted for 2 hours at knowledge management (KM) lab
in N28 Faculty of Computer Science and Information System. The session was divided
into two. The first session is asking questions and getting answers regarding their
problems and second, is to give suggestions and requirement needed to construct the
feedback system according to the prototype shown.
39
3.6
Project Schedule
Project schedule will list down the project schedule including the project start date
and end date also the activities that will be done to do the research according to the
objectives of the project. The details of the project schedule are shown in gantt chart in
appendix A.
3.7
Hardware and Software requirement
Hardware justification is a basic necessity which needed in developing a system.
The hardware is included input and output devices, storage devices and data processor.
The identified hardware which are needed in this system development are as below:
i.
Personal Computer
ii.
Read Access Memory (RAM)
iii.
Hard Disk
iv.
Monitor Color
v.
Mouse
vi.
Keyboard
Choosing the right software is vital to ensure that the developed system fulfills
user requirements. There are few important aspects in choosing the right software:
1) The software must be able to handle a lot of data.
2) The software must have good user interface.
3) The software must be able to interact with database.
4) The software must be easy to use without any complex syntax.
40
Table 3.2 : List of Software
Software
Microsoft Project 2002
Purpose
Microsoft project used to generate Gantt that used
as a tool to schedule the project
development.
Rational Rose 2000 Enterprise
Edition
Rational Rose is software for UML modeling.
This software will be used as a helping tool to
model the system.
Example: Use case diagram, Class Diagram,
Sequence Diagram and etc.
Microsoft Office Visio 2003
Microsoft Visio is used to draw diagrams.
PHP 5.2.6
This is a programming language that will be used
for coding and developing the system.
Apache Web Server 2.2.8
As a Web Server that will be used for running the
system.
Macromedia Dreamweaver MX
This software is used to create some, coding,
animation features that will be included in System.
Microsoft Windows XP
As a window of the system.
MySQL database
To store all data using by the system.
Mozilla Firefox 3.0.1
Microsoft Words 2003
As a Browser that will be used for running
the system.
As a platform to do all documentation work.
PDF printer
As a PDF converter to print a report.
3.8
Chapter Summary
This chapter talked about an overview of the project method. The researcher
discussed in details the project operational framework which shows the overall project
41
operation. The researcher also discussed the phases inside the operational framework and
at the end of this chapter the hardware and software requirements were discussed.
42
CHAPTER 4
ANALYSIS AND DESIGN
4.1
Introduction
This chapter will focus on about project analysis and design that include a survey,
feedback system , data model and user requirement analysis. It is also cover feedback
system process and data Model about this project.
Identify the current process SPS UTM and To Be process is important in
developing this project. This chapter also identifiers the business objective, version and
mission of Sekolah Pengajian Siswazah (SPS) Universiti Teknologi Malaysia.
The points this chapter will discuss are:
i.
Organizational analysis
ii.
Initial data collection- UTM feedback-current analysis, the outcome of the
interview, Focus Group and Questionnaire.
iii.
Data analysis-analysis with system already use
At the end of this chapter a comprehensive summary will be given.
43
4.2
Organizational analysis
Before proceeding with any analysis, it is very important for the researcher to
understand SPS’s vision, mission, main functions and organizational structure. The
organizational analysis also presents details of SPS and its customers’ expectations. The
results are gathered from both the internal strategic interview and the customer survey in
which they are summarized as below. As a result from the findings, a final assessment is
presented to provide an overall picture of this section.
4.2.1
Introduction to SPS
Universiti Teknologi Malaysia (UTM), the largest engineering-based university
located at the southern tip of Peninsular Malaysia. It is renowned for being at the
forefront of engineering and technological knowledge and expertise. UTM has also
established a reputation for innovative education and leading-edge research, with a vision
to educating technologists and professionals towards the development of creative human
capital and advanced technological innovations.
This is in line with the aspirations of the country to be a fully-developed and
knowledge-rich nation by the year 2020. UTM has more than 20 specialist institutes and
research centers, in addition to academic faculties to service technological education and
research needs of the university. There are more than 25,000 full-time undergraduate
students at its main campus in Johor, more than 4,500 at its Kuala Lumpur campus, and
more than 5,000 enrolled on distance learning programmers as part-time students. In
addition, there are more than 3,000 postgraduate students in various fields of
specialization.
44
Having produced more than 200,000 technical graduates and qualified
professionals over the years, UTM has earned its place as Malaysia's premier university
in Engineering and Technology which inspires creativity and innovation.
This project has chosen the administration in the School of Postgraduate Studies
(SPS) department as the case study. SPS is one part of department in UTM. SPS
promotes and advances outstanding achievement in graduate education at UTM. SPS also
ensures quality and integrity of UTM graduate programmes. This entails that student are
provide with academic training of the highest standard in research and other scholarly
activities.
4.2.1.1 Mission and Vision
Mission SPS
SPS mission is to provide leadership I ensuring excellence in graduate education
and support for student success.
The Role of SPS
i.
Support the mission of the university to became a world class centre of academic
and technological excellence
ii.
Formulate policies pertaining to the development of graduate studies
iii.
Steer the postgraduate committee coordinate with academic faculties to develop
and enhance the quality of graduate education.
iv.
Maintain the integrity in graduate education practice across all departments and
centre at UTM
v.
Cooperate with other departments of the university to ensure that facilities are
available to meet both the academic and social needs of graduate students
vi.
Facilitate staff and student training sessions on aspects of graduate education
45
vii.
Innovate new initiatives in graduate education to face new challenges
4.2.1.2 SPS organization Structure
Figure 4.1 : SPS Organization Structure
4.3
Initial Data Collection
In this section, the researcher will talk about the how the data was collected
according to the project operational framework. In the data collection stage, the
researcher is going to use two methods which are interview and questionnaire. The
researcher conducted interview on SPS , UTM as a sample of the interview question is
shown in appendix B.
46
4.4
Data Analysis
This phase, data analysis, the researcher is going to analyze the data collected
during the interview, questionnaire, focus group and study the given data during the
explanation in the interview session. From this, the researcher will develop a one system
to manage feedback management as a one stop center.
4.4.1
Interview Summary
One of the method use to collect information in this study is an interview
approach. The interviewer generally uses a questioning strategy to explore and provide
information discuss in chapter 3. The interview conducted in SPS in order to obtain
information on management feedback services.
Pn Nazlin is the person in charge for students intake. From the interview, the
researcher had been informed that SPS does manage complaint and enquiries from
students and the enquiries do not necessarily for UTM students but also for the public
that needed the information regarding UTM. Most of the enquiries were from
international students but it does not mean that local students do not have any problem. It
was just because the local students have less problems than the international students.
Pn Nazlin told that a student can make a feedback by using few mediums
provided namely phone calls email (graduate@utm.my) or go to SPS office and SPS will
respond to them by email or phone calls. Detail results from the interview classified as
below:
Table 4.1 : Result from Interview Session with staff SPS
47
Problem
Description
Feedback Management
- SPS manage complaints and other types of feedbacks for
example such as enquiries and comment from the
user(student)
User feedback
- Current student
- Public user need to access information from the website
- Complaint from public user about the letter of acceptance
from UTM and other issues regarding to futher study in
UTM
Communication
- SPS use system email graduate.com.my inorder to interact
with the student and manage the complaint or enquiries
- Feedback is also use through telephone conversation for
each department. Every telephone conversation from the
user(student) is not recorded. Telephone interviews enable
a researcher to gather information rapidly. Like personal
interviews, they allow for some personal contact between
the interviewer and the respondent.
Common Feedback
- Complaints about offer letter
Respon From SPS
- SPS will response through email and
if the student
provide telephone number,the staff will call the student
regarding on the matter in the email sent to SPS.
Time
- Time to response depend on problem
Suggestion System
- Categories of feedback will separate according to different
department
- Every feedback is process by each of the department
according to the categories of the feedback.
- The website need to provide a forum discussion. Forums
are governed by a set of individuals. An forum, or
message board, is an online discussion site.User is able to
48
participate in forum may cultivate social bonds and
interest groups for a topic made from the discussions.
- The website required a FAQ enable the user(Student) to
interact and share opinion regarding on the SPS system
management. Because user feedback is so vital, it should
be taken seriously. This is to create a system that is
responsive
but
efficient
and
not
overly
time-
consuming.FAQs are listed questions and answers, all
supposed to be frequently asked in some context, and
pertaining to a particular topic.
- The website need to provide checklist inorder for the
student to check the status of the feedback
- The website need to provide page survey on the
performance of SPS
- Feedback online.
4.4.2
Questionnaire summary
A set of questionnaire has been distributed to 20 foreign students from different
faculties such as FKM, FKE and others. Description and analysis set the questionnaire
are shown in figure 4.2 to 4.5.
What type of Feedback have you given / request?
49
Figure 4.2 : Type of feedbacks made by students
The figure above show that analysis from the questionnaire, it shows that 78
percent said that the feedback that made are for enquiries, while 14 percent placed
complaint and another 7 percent gave some opinion.
Please state the rank from 1-5 for the best medium for you communicate with the SPS?
50
Figure 4.3 : Best medium for student to communicate with the SPS
Furthermore, the analysis shown that the best medium for student to communicate
with the SPS is go to SPS Office which shows 29 percent, while medium to communicate
by using phone and fax is 20 percent each. Other mediums which are web and email are
getting the same percentage which is15 percents.
Currently SPS enable students to give feedback through email, phone calls and face to
face. Does the medium that provided by the SPS for you to give feedback able to solve
your problem?
51
Figure 4.4 : Medium that provided by SPS to give feedback able to solve student problem
It also been agreed by students that face to face feedback session is more effective
for SPS to give feedback and able to solve student problem.
In your opinion, what are the effective ways the SPS management respond back every
feedback from student?
52
Figure 4.5 : Effective ways the SPS management respond back every feedback from
student
The figure 4.5 shows the percentage of the effective ways the SPS management
respond back every feedback from student The Higher percentage shows that students
they agree email is the most effective ways SPS responded back every feedback. Second
higher ways is phone calls and show all response in list on web
4.4.3 Focus Group Summary
Focus group is one of the methods used to obtain information as being explained
in Chapter 3. The session was divided into two. The first session is asking questions and
getting answers regarding their problems while second session was to give suggestions
and requirement needed to construct the feedback system according to the prototype
shown as the session is divided into two, therefore, results obtained are also divided
according to the sessions.
53
Results from the focus group session one, there were several problems faced by
the students and classified as below:
Table 4.2 : Result from Focus Group Session 1
Problem
Staff
Description
-information that is received from the counter does not satisfy them
-less communication between staff in SPS
-lack of consistency of information between staff in SPS
There is no person in charge in the period where student need to solve
problems in a short time.
Communication -The way that is commonly used to do any forms of feedback or
questions or go to SPS, email and phone.
-does not have a special system to do any feedback especially
feedback such as questions.
-use phone to contact SPS but no respond or answer in moody way
and phone call not reliable.
- There is no respond from SPS even though using email. Sometimes
until 4 months there is no respond from SPS.
- Sometimes SPS ask to come back and at the end of the day, there is
no solution.
Satisfaction
- Students are not satisfied with the services of SPS in getting
information or doing feedback.
Time
- Time to get respond from SPS depends on the problem
- Sometimes student wait for responds until 10 days, 15 days or 2
weeks.
- Respond time from SPS too slow
Common
- Registration
problem
- Application System
54
Results obtained from the focus group session two, there are several comments
about provided prototype systems as well as suggestions and requirements from students
regarding features that need to be inserted in feedback system for SPS and classified as
below:
Table 4.3: Result from Focus Group Session 2
Problem
System Suggestions
Description
- should have effective feedback system
- use online feedback system
- feedback system that exists can give respond from SPS in 1 or
2 days
- feedback system must have list status that contains name,
contact no SPS staff and type of service (so when they have
problem, they know who to refer)
- Prepare a space that can tell the student what they should know
and add what they have to know.
- make the feedback system easy
- use chatting to simplify questions like simple question that
needs fast answer.
- prepare a space in FAQ
4.5
As-Is Process and Data Model
55
Below is an As- Is process model of current process of product design. The
process involves Student, IT department and person in Charge each department.
4.5.1
Activity Diagram
Students will send feedback to email
graduate @utm.my (SPS)
Send email to
graduate@utm.
Receive the
email
IT department SPS will receive email
from student.
Forward the
IT department SPS will forward email
to PIC unit
Receive the
email
Each unit that has feedback will
receive that mail
That unit will settle the problem
Settle the
feedback
No
done
Yes
If done, PIC unit will give respond to
the student via email or phone
Email to student
Figure 4.6: Activity Diagram for doing the feedback
4.6
User Requirement
56
Currently, As- Is process is totally manual. User or student need to make phone
call, email or go to SPS to do any feedback or complaints at SPS.
As a solution, a feedback system will be developed. It is system that link with
SPS using internet technology. In this system student can give complaints or feedback at
this system without going to SPS and get any respond from SPS in short time.
4.7
Requirement for System Design
Literatur
e
Comparis
on of
Feedback
Intervie
w
Survey
Questionnai
re
System
Design
Figure 4.6: Sources or Requirements Capture for System Design
Based on the readings and analyzing in literature review , identifying model CRM
and e-CRM that can strengthen the solution to the problem statement stated and support
to do a system that can manage feedback.
57
In addition, by comparing feedback system that exists, we can know the features
to help in doing a feedback system that is more effective and knows how the other
feedback system can manage information so it can be used in giving value to the
organization.
Besides, by using three ways to gain information which is interview, survey
questionnaire and focus group can strengthen the problems that they faced to contact SPS
and gain more information about requirement needed to make the feedback system as a
way to contact SPS and can increase customer satisfaction via service prepared by SPS.
In conclusion, by combining five ways as above which is by analyzing literature
review, comparison feedback system that exists, interview from SPS and also student
about their problems and requirement needed for the feedback system, distributing
questionnaire and doing focus group can help in doing
system design needed and
strengthen the respond why SPS need feedback system.
4.8
To- Be Process and Data Model
After short analysis of As Is model and process, SPS need to go through many
processes to get coding of design product. This can be solved by using internet
technology. Below is a model as reference to develop the feedback system for SPS.
Customer
Initiate
Complaint
Formal or Informal Customer
Complaint
Resolve The
Feedback
Receive, Log and
Assign to Proper
team
Assigned team,
analyses, resolves,
statuses and provides
feedback
Assign team
Closes
Problem
58
Figure 4.7 : Model proposed by Mohamed Zairi (2000) as reference to develop Feedback
System
The model adapted from Mohamed Zairi (2000) existing complaints management
models and considered user requirements of existing master project. The model can
be shown in figure 4.8. It delivers stages in master project activities and describes roles
among the users who involve in master project management such as customer (student)
and admin (staff SPS). The detail are as a below :
Table 4.4 : Description Process System
Process
Description
Customer Initiate
Complaint
-The form feedback
allows the user to type the
information into the fields to input their data in the
59
system. Feedback is made through filling up the form
provided in the system according to the department in
SPS by user
Resolve The Feedback
- The person in charge will manage each feedback from
each department and solve the feedback issues.
- SPS will give response to the user and user are able to
check the status of the feedback provided in the
website.
Produce Report
- Every feedback will be recorded and analyze. The
system will provide a report for each department and
this report can be reference to improve quality services
at SPS ..
4.8.1
Feedback System Process and Data Model
All the activities and process that are involved in the proposed model will be
designed using Use Case Diagram, Sequence Diagram and Activity Diagram. Data that
are involved in each process or activity is illustrated using Class Diagram and Sequence
Diagram. Below is a Feedback system process model which was develop. The process
involves student and admin (Staff SPS).
4.8.1.1 Use Case Diagram
60
View Q & A
Comment
complaint
Select SPS Unit
Asking Question
Student
forum
Suggestion
View List Status
Login
View all Feedback
Update Status Feedback
Reply / Delete Feedback
Admin (Staff SPS)
Post Solution
Produce Report
Figure 4.8 : Use Case Diagram of Feedback System for Student and Admin
4.8.1.2 Activity Diagram
61
Figure 4.9 and 4.10 has shown the activity Diagram of To Be Process Student and
Admin (staff). The figure explained the detail about the process for Student and Admin
from start until the end of using the system.
Main menu
View
Q&
Choos
e Unit
Forum
View
List
Choose
type of
feedba
Filling the
form
Sav
e
Updat
e
Figure 4.9 : Activity Diagram for Student Process
62
Main menu
Forum
View
List
Login
View all
Feedback
Report
Choos
e Unit
Reply
Delete
Sav
e
Post
Solution
Updat
e
Choose
Categor
Produc
e report
View
Figure 4.10 : Activity Diagram for Admin Process
4.8.1.3 Class Diagram
63
Figure 4.11 shown 12 main classes for to be process or feedback management
system. Generally, the class has method. For example, the feedback consisting several
method such as reply, receive, view status, update and post FAQ.
coporate unit
no reference
no staff
staff
development unit
no reference
no staff
staff
intake unit
no reference
no staff
staff
feedback
Student
name
email
phone_no
Date
type of feedback
note
no ference
staff name
no staff
type of feedback
Sent
add feedback( )
view status( )
Respond
feedback
reply feedback( )
receive feedback( )
delete feedback( )
view list status( )
update status( )
post FAQ( )
Staff
receiv
reply
no staff
name
unit
staff password
username
research unit
no reference
no staff
staff
login( )
update profile( )
administration unit
no reference
no staff
staff
Reply forum
Forum
Create title
finance unit
post forum( )
no reference
no staff
staff
development unit
no reference
no staff
staff
Figure 4.11 : Class Diagram of to be Process
ict unit
no reference
no staff
staff
64
65
4.9
Chapter Summary
This chapter is explain about current process and proposed project. In the early
stage, organization goal, mission and vision need to be identified. Then, do a simple
analysis about current process and identify the weakness. In this chapter, design system
architecture of this project is included. Finally, a new process model that will be proposed
that can overcome the identified weakness.
66
CHAPTER 5
DEVELOPMENT AND TESTING
5.1
Introduction
The objective of the development and Testing phase will be to convert the
deliverables of the Design Phase into a complete information system. Although much of
the activity in this phase addresses the computer programs that make up the system, this
phase also puts in place the hardware, software and communications environment for the
system and other important elements of the overall system.
The activities of this phase translate the system design produced in the Design
Phase into a working information system capable of addressing the information system
requirements. The development phase contains activities for building the system, testing
the system and conducting functional qualification testing. At the end of this phase, the
system will be ready for the activities of the Integration and Test Phase.
5.2 System Modules
Towards the feedback strategy, there are nine modules have to develop. Each of
modules has their limitation depend on who is the user. Below is a table that shows all
about the modules and accessibility.
67
Table 5.1 : Modules and User Accessibility
Accessibility
Modules
View FAQ
Give Feedback
Admin (Staff SPS)

X
Customer (Student)




View List Status


Login System

x
Reply Feedback

x
Produce Report

x
Update / Delete Feedback

x
Post FAQ

x
5.2.1
Forum
View FAQ
View FAQ module is a view of questions and answers that is always been asked
by students. The aim of view FAQ is to be a reference for students when they have
problems or any situations to be asked. This will help to save the students’ time from
doing feedback or asking questions.
68
Figure 5.1 : FAQ according unit at SPS
5.2.2
Feedback form
Feedback form can be access and use by customer (student). Student need to fill
in the feedback form and choose the category feedback to send to specific unit at SPS.
Student must give Email and Phone Number so that SPS can give respond towards the
feedback that they received.
69
Figure 5.2 :Feedback form according unit at SPS
5.2.3
Forum
Forum module is used by the students to discuss their problems. Students can
share useful information and obtain solutions in a short period from other students that
have been dealing with SPS before about the same thing.
70
Figure 5.3 : Forum Page
5.2.4
View List Status
View List Status module is a list of feedback that can be referred by students in
order to obtain feedback that they have gave according to the units in SPS, regardless
whether their feedback are process or not. Students can also see the staffs that manage
their feedback.
71
Figure 5.4 : View list Status according unit at SPS
5.2.5
Login System
Login system can only be done by admin (staff). Staff will enter username and
password to login system to activate functions such as reply feedback, produce report and
delete feedback which has nothing to do with their unit.
72
Figure 5.5 : Login system for admin
5.2.6
Reply Feedback
Reply feedback module is a form which will be filled by the admin to reply
feedback from customer (student).
73
Figure 5.6 : Form for reply feedback
5.2.7
Produce Report
74
The report will generate according to each department in SPS and the report will
display the numbers of feedback
.
Figure 5.7 : Report according department SPS
5.2.8
Delete Feedback
Delete feedback modules will only be done by admin to delete feedback which is
not needed. This is because it does not need to be viewed or save if the feedback given
can destruct the name of the organization.
75
Figure 5.8 : Page delete the feedback
5.3 User Manual
User manual is on information guide to the user on how to use the entire module in
Feedback system. There are two dedicated user: admin (Staff) and customer (student).
User manual is attached at appendix C.
5.4 Testing
The system will be tested to uncover errors that were made inadvertently as it was
designed and constructed. In this testing the testing done were in unit testing, integration
testing which the approach used is top down, validation testing and system testing. For
the testing plan the testing made are white box testing and black box testing. All the
76
testing was focused on module view FAQ, Give Feedback, Forum, View list Status, login
system, Reply feedback, Produce report, Delete Feedback and Post FAQ. Some errors are
found and fixed to make the system as brief in user requirement.
5.4.1
Unit Testing
It focuses on verification effort on the smallest unit of the software design.
5.4.2
Integration Testing
Eventually, an integration test is for creating/ loading the best database(s) and
executing the integration test (s). This is to ensure that program components integrate
properly into the subsystems and the subsystems integrate properly into an application.
5.4.3
System Testing
Usually, system testing is quite similar with integration testing. The different is
system testing is testing overall system function. The objective of system testing is to
ensure all the function of system re-acts exactly based customer requirement.
5.4.4
User Acceptance Testing
77
User Acceptance Testing is done after the development of the feedback system for
SPS is complete. The objective of this testing is to ensure the efficiency and effectiveness
of this Feedback system. It is also conducted to identify the ability of the feedback system
in handlings online communication. User acceptance testing is done by seven UTM
students and method used to obtain the information is by interview and usage of the
system. The users tested the system by login into the website and provide positive
feedback on using the system.
Questionnaire is given out to the user on the application of the system and
provided with modules. Users were asked to provide information and opinion regarding
the system based on the question provided. The questions and results of the user
acceptance test is presented below and attached in appendix D.
Are you satisfied with the functions in the system?
Figure 5. 9 : The number user satisfied with function in system
Does this system help to solve communication services problems between the SPS and
students?
78
Figure 5.10 : The number user satisfied this system help to solve communication services
problems
Is this system able to become a one stop center for feedback services?
Figure 5.11 : The number user satisfied with this system able to become a one stop center
79
5.5
Chapter Summary
This chapter elaborates about deployment and testing the overall feedback system.
There are nine modules in feedback system. These modules have their own accessibility
limit. However, administration can control the usage of all the modules with security
purpose. Testing entire modules must be done to ensure all the modules can perform
accurately and in order.
80
CHAPTER 6
ORGANIZATIONAL STRATEGY
6.1
Introduction
This chapter elaborates how the proposed system is applied and implemented to
the organization. A systematic plan and technical exposure will lead the
organization into more strategic and achieve main objective. To implement it, a detail
plan should be done especially about the steps that should be taking during the changes is
made. Generally, it should focus on technical aspect as well as integration process. Post
graduate officer and student understanding about using this system are important aspect
for a successful implementation of a system.
6.2
Implementation Strategies
Feedback System Management will be test and will be implemented into the
working environment to replace the legacy system. According to Dadang Syarif thesis
(2009), there are four strategies that can be used: direct, phased, pilot or parallel running
as shown table 6.1.
81
Table 6.1: Implementation Strategies
DIRECT IMPLEMENTATION
Description
The changeover is done in one operation, completely
replacing the old system in one time.
Advantage
a. The most rapid of all the strategies.
b. Less risk of confusion between old and new systems.
Disadvantage
a) Most stressful for the users - the old system has gone
so no going back if they have difficulties.
b) Most difficult to train staff on as the new system was
not in place to learn on before the change over.
c) Most stressful for the developers – all the data and
files from the old system will have to be converted
ready for use on the new one.
d) Most risky - if the new system does not work
properly then there is nothing to fall back on.
PHASED IMPLEMENTATION
Description
If each phase is successful then the next phase is started,
eventually leading to the final phase when the new
system fully replaces the old one
Advantage
a) Very structured, each phase can be fully evaluated
before moving onto the next one.
b) Lower risk, a well planned and controlled
introduction of the new system.
c) Easy to train staff by letting them to learn new skills
on each phase as it is introduced.
Disadvantage
a) Slower than direct implementation.
b) Although each phase is easy to evaluate, we have to
wait until all the phases are complete before we can
evaluate the whole change over.
PILOT IMPLEMENTATION
82
Description
The new system replaces the old one in one operation but
only on a small scale.
Advantage
a) Easy to control, the pilot can be halted at any time.
b) Easy to evaluate because the new and old systems are
both running.
c) Low risk, if a small-scale pilot fails then not too
much has been lost.
d) Easy to train staff by letting them to learn new skills
on the pilot system.
Disadvantage
a) It can be slow to get a pilot to completely replace the
old system.
b) A pilot may not show up problems that a full-scale
implementation would. This is because a system can
work fine as a small-scale pilot but has difficulties
when it is scaled up to a full operating system with
more realistic volumes of data to be processed for
example.
PARALLEL IMPLEMENTATION
Description
The old and the new system are both used alongside each
other, both being able to operate independently. If all goes
well, the new system gradually takes over.
Advantage
a) If there are initial problems with the new system then
the old one can still be used.
b) Both systems can easily be compared.
c) Easy to train staff by letting them to learn new skills
on the parallel system.
d) Easy to evaluate because the new and old systems are
both running.
Disadvantage
a) Expensive - both systems are being run as fully
operating versions so both are doing the same job.
This may mean duplication of staff and hardware.
83
b) Some risk - there is a greater chance of confusion or
errors if the two different systems are being run sideby-side.
After all implementation strategies being observed, parallel implementation is the
one that suited most since they still can use the old system while adapting the new one.
By using this strategies, it could minimize the risk.
System
Old System
New System
Time
Figure 6.1: Parallel Implementation
6.3
Management Changing
During the beginning phase of system implementation, there are users who
playing important role. They are mostly stakeholders who will use Feedback
Management System. Firstly, Officer is the person who responsible to administrate the
system such as manages the users, manage the feedback, reply the feedback and print the
report. Secondly, Student is a person who can use the system to get the information such
as to do the feedback, View FAQ, view List Status of Feedback and forum to discuss the
problem. See table 6.2 for stakeholder management changing.
Table 6.2: Stakeholders Management Changing
84
Stakeholders
Opportunity
Challenge
Student
Easy to get information, to do
Must have internet
feedback, easy to know what
connection
status feedback that they give,
can get information quickly and
easy to use.
Post Graduate Office
Better Feedback Management
Must have PIC (Person in
System
Charge) in every unit that
responsible in managing
and maintaining the
application.
Best Services
Staff always upgrades their
knowledge to respond to
changing environment.
6.4
Training
The Training Plan outlines the objective, needs and strategy to be addressed when
training users on the new or enhanced information system. The plan presents the
activities needed to support the development of training material, coordination of training
schedules, reservation of personnel and facilities, planning for training needs and other
training related tasks.
Training is provided and divided in small group. It is specially conduct by system
administrator to user such as person in charge in every unit at SPS.
85
6.5
Chapter Summary
As a summary, Feedback Management System use parallel implementation in the
organization. Feedback Management System is very easy to use and will help student to
do the feedback and admin (staff SPS) easy to manage it. Lastly, training will provide to
the entire person in charge guide by user manual.
86
CHAPTER 7
DISCUSSION AND CONCLUSION
7.1
Introduction
In this chapter, the discussion and conclusion of the project will be discussed.
The main purpose of this project is to analyze the feedback management in SPS
UTM, and find out a solution for managing existing feedback from various channels
in UTM. During this chapter, some main points will be discussed are :
i.
Achievements
ii.
Constraints & Challenges
iii.
Aspirations
iv.
Suggestion for Future work
7.2
Achievements
After collecting data from different sources, the concept of feedback
management issue in organizations and problem that student face has been identified.
The list below will show main achievements of this project:
i.
The solution for students to provide the feedback system was found.
87
ii.
Identify how the organization SPS UTM manages the received feedbacks
from each department.
iii.
Feedback system for SPS to help improvement quality service at SPS was
developed with use e-CRM component and model Mohamed Zairi (2000) as
reference to manage the feedback with use online feedback system.
7.3
Constraints and Challenges
In the second part of the project, several obstacles and challenges faced by the
author. Although these challenges directly affect the performance of the project
progress but it did not affect the author enthusiasm to complete the project according
to the time given.
The constraints and challenges that the author faced during the project are listed
below:
i.
It took time to identify the problem and understand the project.
ii.
Insufficient time given to complete the report, develop the feedback system
and prepare for the presentation.
iii.
There are a lot of literatures that focus on different aspect and issue that
somehow confused the author on selecting the most relevant to the project.
iv.
The other challenging thing is that choosing appropriate model for managing
feedback management and also difficult to identify features for feedback
system.
88
7.4
Aspiration
Below are the author’s hopes and expectations for this project:
i.
All the project objectives that have been highlighted in the introduction
chapter will be successfully achieved.
ii.
Find the solution how to manage feedback management with develop
feedback system to SPS.
iii.
The feedback system can give value to organization and improve quality
services that provided by SPS UTM.
7.5
Suggestion for Future work
This project could be upgraded to enhance its capability to obtain much more
fulfillment of the user. The enhancements should be:
i.
Enhance from ways to get user requirement such as increase number of
student in collect data and do more focus group.
ii.
Should be this system not limited to current student only and add more
module that suitable to increase accesbility customer doing the feedback.
iii.
This project should be not limited to SPS only but it also can use to all
department in UTM.
7.6
Chapter Summary
As conclusion, this chapter has presents the overall discussion of the research
and all activities that should be completed in Project 2 have been discussed. It also
has discussed the achievements of initial findings, some of the constraints and
89
challenges that were met during the implementation of the research. Finally, the
expected achievements at the end of project II were discussed.
90
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Practice, Process and Dicipline Journal of Economic and Social Research 3(2) 2001,134.
Berry,L.L, Parasuraman, A., (1992), Prescriptions for a Service Quality Revolution in
America, Organizational Dynamic, pp.5-15.
Bickert, J . (1992, May) “The Database Revolution” Target marketing, pp.14-18.
Bodensteiner, W.P (1970). Information channel utilization under varying research
development project conditions, An aspect of inter-organizational communication
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Daft, R.L & Lengel, R.H (1984). Information richness : A new approach to managerial
behavior and organizational deisgn. In L.L cummings & B.M Staw (Eds). Research in
organizational behavior, 6 (pp 191-233).
Dawn Julta, James Craigh and Peter Bodorik : Enablin and Measuring Electronic
Customer Relationship Management Readiness : Proceedings of the 34th Hawaii
International Conference on System Science-2001.
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Gary B Grant and Greg Anderson (2002), Web Portals and Higher Education,
Technologies to make IT Personal, Chapter 3 Customer Relationship Management : A
Vision for Higher Education.
Gronroos, C. (1996), “Relationship Marketing : Strategic and Practical Implications,”
Management Decision, 34 (3) 5-14.
Gummeson, E (1999). “Total Relationship Marketing : Experimenting with a synthesis
of Research Frontiers Australasian Marketing” Journal vol 7.
Injaaz j. Chen an Karen Popvish 2003. “Understanding Customer Relationship
Management (CRM) people,process and technology”, Business process management, 9
(5) : 672-699.
Ji- Young Hong & Wei-Na Lee,(2005) . Unversity of Texas Austin, USA “Chapter V :
Consumer Complaint Behavior in the Online Environment”.
Jon Anton, Purdue University, West Latayette , Indiana, USA : International Journal of
Service Management.
Lazarus , R.S. (1991),. Emotion and adoption. New York, Oxford University.
Loius E. Mendoza, Aljendro Marius, Maria Peroz, Anna C. Griman 2007. “Critical
Success Factors for a customer strategy”,. Information Software Technology, 49 : 913945.
Maged A.A Ali and Sarmad Alshawi. 2001. “Investigating The Impact of Cross-culture
on
CRM
Implementation
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10/12/27].
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Mohammad Almotairi, Business School, Brunel University, UK : “CRM SUCCESS
FACTORS TAXANOMY”.
Mohammed Zairi (2002), Sabic Chair in Best Practice Management, University of
Bradford Management Center Bradford, UK, “Techbique : Managing Customer
Dissatisfaction Through Effective Complaints Management System”.
Moulineux, P. (2002). Exploting CRM : Connecting with customers,CSC Computer
Science Ltd.
Nevin J.R. (1995,Fall) “Relationship Marketing and Distribution Channels : Exploring
Fundamental Issue” , Journal of the Academy Marketing Sciences pp.327-334.
Pan S.L and Lee J.N (2003). Using E-CRM for A Unified View of The Customer
Communications of the ACM April 2003. Vol.46, no4 :pp95-99.
Ronald S.Swift 2001. “Accelarating Customer Relationship Management : Using CRM
and Relationship Technologies”. Prentice –Hall PTR.
Seybold, Patricia, (1998). “Strategies for winning the customer Loyalty Race”,
Presentation to Electronic Commerce world, Denver, CO.
Tax S.S., Brown, S. W and Chandrashekaran, M., ”Customer Evaluations of service
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Thompson S.H Teo,Paul Devadoss, Shan L.Pan 2006. “Towards a holistic perspective of
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Tom Williams (1996), Dealing with Customer Complaints, Gower.
Tourniarie, F.,(2003)Just Enough CRM, Pearson education Prentice Hall PTR.
Yooncheong Cho,II Im, Roxanne Hiltz, Jerry Fjermested. An analysis of online
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university of New Jersey, New Jersey Institude of Tecnology.
105
User Manual for Customer (Student)
User manual is one of the important element in systems development. This user manual give
comprehensive guide to users to aid in using system which was also developed and aimed as
reference when occurrence of length confusion system operation.
Work target system annual developed to help inside organization record information on activity
staff something organization.
To start this system, users need to activate web server and include application system address to
display main menu.
1
4
2
3
5
Diagram 1 : Main Page
This is main page for this system, in this page have five function.
1.
Click Feedback System to go form to do the feedback
2.
Click Status to go page status the feedback
106
3.
Click FAQ to go page view the frequently Answer question
4.
Click Forum to go forum
5.
Click Admin to go login page for admin
7
6
Diagram 2 : List Unit SPS
6.
7.
Choose the department of SPS to do the feedback
Back to main page
107
8
9
Diagram 3 : Feedback Form
8.
Click button Submit to send a new feedback .
9.
Click button Clear to clear the form.
108
Diagram 4 : Page to View Reference no
User must take the reference no, it will be use when user want to check status feedback.
10
Diagram 5 : List department of SPS
10.
Choose the department of SPS if user want to check the status feedback
109
11
Diagram 6 : Page to check the status
11.
Put the Reference number and click button Search to find the list status like diagram
7
110
Diagram 7 : Page list the status according reference number
12
Diagram 8 : List of FAQ
111
12.
User can view frequently answer and question (FAQ)
Diagram 9 : Page Forum
112
User Manual for Admin (Staff)
1
3
1
4
1
5
16
Diagram 10 : Page Login for admin (staff SPS)
13.
Insert User ID to login Admin
14.
Insert Password to Admin
15.
Click Button Login to enter the system
16.
Click Button Reset to clear the form
113
1
7
Diagram 11 : List of Feedback
17.
List of feedback can a reply or delete
114
1
8
Diagram 12 : Form to reply/ response the feedback the SPS
18.
Click Button Reply to respond to the feedback
Diagram 13 : Page View the information that has been replied
115
1
9
2
0
Diagram 14 : Page delete the information
19.
20.
Button delete, if user choose ‘yes’, information will be delete
Button No, if user don’t want to delete the information
116
Diagram 15 : Form To user post the FAQ
Diagram 16 : Page View report according department of SPS
119
Result User Acceptance Test
Is the online feedback system interface interesting?
Is the online feedback system easy to use?
Does the function feedback status that produced by the system can help the user?
120
Do the functional of the system fulfill the user requirements?
Are you satisfied with the functions in the system?
You are satisfied with the ability of the system to provide feedback online?
121
Is the service provide by the system appropriate to you?
Does this system help to solve communication services problems between the SPS
and students?
Is this system able to become a one stop center for feedback services?
99
Interview Questions
1. Does SPS manage complaints only or other feedback such as comments and suggestions
as well?
2. Are the people inside or outsiders who always give feedback?
3. Who is the one in charge in receiving feedback?

What are the systems used to manage the feedback?

How many feedbacks are there in one day?
4. Does complaints and feedbacks only enclose for SPS? How about the other unit in SPS?
Do the use their own system?
5. What is the thing that usually occupies the feedback?
6. How to manage all the feedback that is obtained?

Are the complaints of feedbacks been kept, if yes where?
7. Which does SPS use? Web, sms or email? Which does SPS use the most?
8. How to manage the feedbacks from different technologies?
9. What are the ways the SPS management responds back to every feedback?

How long will it take to respond back?
10. Is there any model or architecture process from the feedbacks received until the
feedbacks are responded back?
11. Is there any suggestion in developing a system or a one stop center?
118
Application Name : SPS Feedback System
Method : Interview the user and test the system
Focus Group : Student UTM
Objective : To test the prototype SPS feedback system.
All information given is confidential and can only be used for this research purpose. Your
cooperation in answering this questionnaire is very much appreciated.
Please mark the statements below using the scale below:No
Question
1
Is the online feedback system interface
interesting?
Is the online feedback system easy to
use?
Does the function feedback status that
produced by the system can help the
user?
Do the functional of the system fulfill
the user requirements?
Are you satisfied with the functions in
the system?
You are satisfied with the ability of the
system to provide feedback online?
Is the service providing by the system
appropriate to you?
Does this system help to solve
communication services problems
between the SPS and students?
Is this system able to become a one stop
center for feedback services?
2
3
4
5
6
7
8
9
Strongly Disagree Neutral Agree Strongly
Disagree
Agree
1
2
3
4
5
1
2
3
4
5
1
2
3
4
5
1
2
3
4
5
1
2
3
4
5
1
2
3
4
5
1
2
3
4
5
1
2
3
4
5
1
2
3
4
5
Comments/ Suggestions for improvements:
______________________________________________________________________________
______________________________________________________________________________
103
Question Interview Focus Group
1. How do you contact SPS when you are need of help or enquiries?
2. What channel do you prefer to contact SPS?
3. Which is more effective way to get feedback from SPS?
e.g using telephone or going to sps to ask enquiries at the counter/
4.
Are you satisfied with the service provided by SPS? Does SPS services could solve your
problem or enquiries you have asked?
5.
How long do you have to wait to get feedback from SPS?
6.
What is the common problem you face in requiring their services?
7.
If I want to develop a system feedback management on services complaing, comment,
enquiries, I would like your opinion? Does this system help and is it effective to Improve
the quality of this services in SPS?
100
Nurul Aswa Bt Omar – Master Science IT - Management
The purpose of this questionnaire is to find out how the student contacts the SPS with use
service provided by SPS. This objective of this survey is to find out problems related to
giving feedback to SPS and to gather the request of the proposed customer feedback
management system.
Part A
Please tick (√ ) in the space provided to increase your responses.
1. Faculty :
( ) FSKSM
( ) FPPSM
( ) FP
( ) FKBSK
Others : _________________________________________________________________
2.
Have you ever contact SPS to get / give feedback?
(
) Yes
3.
(
) No
What type of feedback have you given / request?
( ) Giving Comment
( ) Giving Opinion
( ) Placing Complaint
( ) Asking about problem that you facing
Other : _________________________________________________________________
4. What type of medium that you usually use to provide/request feedback with SPS?
(
(
(
(
(
(
) Phone
) Email
) Web
) Fax
) Go to SPS office
) others: ____________________
101
5.
Please state the rank from 1-5 for the best medium for you communicate with the
SPS?
(
(
(
(
(
) Phone
) Email
) Web
) Fax
) Go to SPS office
6. How long do you normally receive the feedback from SPS?
( ) 2-3 hours < one day
( ) one day
( ) more than one week
( ) more than one month
others :__________________________
7. Currently SPS enable students to give feedback through email, phone calls and face to
face. Does the medium that provided by the SPS for you to give feedback able to
solve your problem? (Tick whichever is applicable)
Email (
Phone calls - (
Face to face - (
) Yes
) Yes
) Yes
(
(
(
) No
) No
) No
8. In your opinion, what are the effective ways the SPS management respond back every
feedback from student? (You can tick more than one)
Email
Phone Calls
List on Web
A letter
102
Part B
This part to ask you about requirement that needed to develop feedback system for SPS.
Please give your personal opinion.
No Question
1.
2.
3.
4.
I am satisfied with responses
provided from SPS?
I need to know if my comment
and suggestion reach to the right
person at SPS.
I suggest having the status about
my feedback to SPS.
I recommend the respond from
SPS about my feedback will be
informed by:i. email
ii.status list
iii.phone
Strongly Disagree Neutral Agree Strongly
Disagree
Agree
1
2
3
4
5
1
2
3
4
5
1
2
3
4
5
1
1
2
2
3
3
4
4
5
5
1
2
3
4
5
State the requirement that you need and that you feel important for the future feedback
system that will be developed for SPS.
_______________________________________________________________________
_______________________________________________________________________
________________________________________________________________________