Case Study: Postal and Courier Service Provider

Case Study: Postal and Courier Service Provider

An issue with a postal and courier service provider's online booking appointment

setbacks for one of its services has resulted in a reputational problem. When COVID-

19 was announced in March 2020, the organization's corporate reputation was on the

line since it was experiencing late shipment issues after Malaysia's Prime Minister

issued the first Movement Control Order (MCO). Since then, angry customers have

been slamming the company on social media, particularly Twitter, to express theirunhappiness with the service. As a result, traditional, old, and bad concerns arefrequently associated with the public view of the organisation. In lieu of this, many

customers have switched to using alternative courier service providers. Renewal of a

driver's licence and payment of road tax is one of the services offered. In the case of

government services such as the Road Transport Department (RTD), the public would

be able to renew their licences at their local Post Office instead of going to an RTDbranch.

On the other hand, when the Malaysian government stated that all driving licencesand roadtax must be renewed by September 30, 2021, many individuals began to lineup at the Post Office on August 4, 2021 to renew their licences and pay their roadtax.

However, due to the Ministry of Defence's strict standard operating procedure (SOP)

standards, the organisation was unable to accept walk-in customers in order to avoidcrowding in post offices. As a result, customers are forced to schedule appointmentsin advance via the organization's website. Unfortunately, the problem started when the

website crashed several times owing to high traffic, prompting people to criticise the

organization's dependability on social media. After additional examination, it wasdiscovered that the system was at fault: it only enables bookings three days prior to

the scheduled appointment date, which is unknown to all internal workers except the

IT department. This is because the IT department failed to inform the Communicationsdepartment about the three-day advance ticketing mechanism. As a result, it appears.

that the corporation is not a dependable courier or service provider.

Based on the case study about, answer the following questions:

1) Appraise how non-linear communication has jeapardise the postal and courier

service providers corporate reputation.

2) Using a template, illustrate the stakeholder analysis for the postal and courier

service provider.

3) The postal and courier company should customize a reputation management

template that will help determine the areas that need improvement. Evaluate

the six (6) corporate character in terms of corporate digtal communication that

will bridge the gap between its corporate identity and the views of externalconstituencies.

4) In the digital age, communication channels have become more diverse and

complex. In lieu of that, discuss how the postal and courier service providershould focus on corporate communication strategies that will regain positivecommunication climate with stakeholders.

5) By referring to the statement it appears that the corporation is not a dependable courier or service provider, recommend four (4) approaches the postal and courier service provider to change value perception that eventually alter the positioning of the corporate brand.

Note:

For question 1,3,4 and 5 maximum word count is 500 words per question. In lieu of that, a maximum of 2,000 words.