Abstract
M.Comm.
Telkom is currently busy with extensive re-engineering of its customer interface operational structures. The primary goal of this study is to measure the impact of these re-engineering processes on Telkom customers' perceptions of service quality by way of tracking the impact of the current Telkom re-engineering process on customer satisfaction.
The study consists of both a literary review and an empirical survey. The literature review consist of a study of service quality, the re-engineering process required in order to improve service quality, and service quality improvement in the South African environment with specific reference to Telkom. The empirical survey consist of comparing two research reports on customer service quality in Telkom. The research reports are the result of the customer satisfaction satisfaction monitor program that Telkom initiated to track customer perceptions of service quality. The main conclusions of the study are as follows:
Many organisations' transformation efforts fail because of ineffective planning and execution. Research have identified various reasons why transformation efforts fail and what steps are crucial to the success of any transformation process. The studies have shown that there are no single success recipe when it comes to organisational transformation methodology. The micro environment as well as the macro environment influencing the organisation determines the manner in which a transformation process is structured, implemented and managed. This includes the strategic intent guiding the organisation, the architecture (or design) of the organisation; and the relationships between all the organisational stakeholders. The implementation of a chosen transformation process is essentially a team effort with strong leadership crucial to its successful management. The process can succeed or fail depending on the success of this alone. Culture change within the organisation is also crucial to success. The hardest part of transformation is getting employees not only to act differently, but to think
differently as well. Employee's styles (the ways they think and behave) and their attitudes (what they believe is important about their work) must be realigned to fit the new process.
It appears that South African organisations are not sufficiently prepared for the opening of its markets to international competition. Especially in highly competitive environments, a lot of South African organisations have been adversely affected. These organisations have not planned sufficiently for this threat and as a result few or no transformation efforts have been initiated to improve service levels to the standards of their international competitors.
Telkom will play a key role in the future competitiveness of South African businesses. Through the effective provisioning of telecommunications, businesses are provided with one of the most essential competitive tools. According to the Telecommunications Act no 103 of 1996, Telkom are excluded from competition for the largest part of its business until 2001. Telkom has until then to raise service levels to international levels so as to attain customer loyalty when the period of exclusivity expires. To be as successful as possible in this task, Telkom started on a road of transformation in order to attain maximum effectiveness. Part of this transformation includes the constant re-engineering of
processes and procedures involving all levels of Telkom. Telkom's Total Quality
Management initiatives together with the Customer Satisfaction Measurement programme is geared toward identifying the critical areas where customers perceive Telkom to provide ineffective service quality, implementing action plans to improve the service level standards in these areas and continuously tracking the effect of these improvement initiatives on customer satisfaction levels.