The role of client service practices in enhancing client satisfaction: insights from Crosswalk Communication Ltd.

Abstract

This internship report meets the Bachelor of Business Administration course requirement in BRAC Business School and is the output of a three months internship at the Client Service Unit of Crosswalk Communication Ltd. The purpose of the internship was to be exposed to real-life activities in client service operations and evaluate the effects of the operations on client satisfaction. Such important tasks as client communication management and assisting the implementation of campaigns with such large clients as Prothom Alo and ElectroMart were part of the main tasks. The report has three parts, namely, a description of the internship, the organisational analysis of the Crosswalk Communication Ltd. with emphasis on multiple managerial factors, and the project focused on the contribution of client service practices to client satisfaction. The research adopted a descriptive qualitative approach, which found out that the quality and responsiveness of communication play a significant role in client satisfaction and that the high workloads and lack of clarity in briefing processes were among the issues.