IntroductionDatatronics is a global, high-performance provider of integrated resource planning solutions to many global enterprises. Datatronics products include products used in telecommunications, industrial controls, medical, power, automotive and computer supplies. This case study explores the key issues and role of customer service, with respect to the US subsidiary of the company based in Romoland, California. Includes a comparison of customer service and customer satisfaction. Joel McGivern is the Chief Information Officer, while Matt Rubenzahl is the Head of Customer Service Center, North America. Matt is required to evaluate the state of customer service at Datatronics and provide advice to Joel, the company's CIO. The company's organizational chart is shown below.Figure 1. Organizational ChartKey IssuesDespite being a smaller company than Datatronics, E-ZRP has managed to outperform Datatronics in customer service quality. The key questions in this case study, which form the basis of the recommendations Matt will present to the Chief Information Officer, are based on the drastic differences that exist in the customer service agreements between Datatronics and EZ RP. Areas of difference include customer service philosophy, service representatives, developer connection, organization, training, tiered support, performance metrics, technology, and customer service representative hiring criteria . At ZZ RP, customer service representatives are considered a valuable part of the IT and business teams. EZ RP's philosophy is that customer service enables improved products. CSRs are highly trained and knowledgeable about the company's activities and products. The CRS...... middle of paper......n, these adjustments, while increasing the company's initiatives and the size of the customer base, will reduce call volume, which will reduce the costs incurred. The ultimate goal is to increase customer satisfaction while improving company revenue and reducing costs. Strategy is a source of a company's competitive advantage. Conclusion Datatronics can increase its revenue and customer satisfaction by improving its customer service. Problem areas identified include business philosophy, technology, service representatives, organization, performance metrics, training, and recruiting criteria. Matt should consider proposing changes as long as he doesn't overhaul the way Datatronics operates. For example, the company should improve CSR training, hiring criteria, philosophy and technology, particularly regarding its IVR system.