THE RECORDS

RECORDS

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IS HERE



EDITOR'S
NOTE

The Records

OUR TEAM TIPS CORNER.

Zuraidah Nisak Welcome to The Records, the new and
Content director Publishing director exciting magazine. The Records is going
to be reporting more on these big
business records managemenrt changes
as they surface, along with all the pure
pleasures of life you've come to count on
finding in our pages. Think of this
magazine as the most interesting party
any-one could ever go to.

Risya Damia JUST KEEP
Art director Designer MOVING
FORWARD.
Anirul
Managing director @therecordmag

THE RECORDS

CONT

1 
Drive Your Business
By Empowering Your Company

4
The Role Of Customer Service
by Endra Hendrawati

5
Boring Customer Service- Is It
What Customer Wants?

8
Strategies For Improvement Of
Record Management
By Carolyne Nyaboke Musembe

11   
Factors Affecting The Spread And
Resistance Of Consumer's Use Of
AI Customerr Service

14 
Records Management Models
Records Life-Cycle Concept

15   
The Records Continuum Model

17 
The Service Gap Model

Get to know eight twenty-something

writers who will capture our literary hearts

ENTS

20 
The Innovation of Cross Border
E-Commerce Customer Service
Model

21   
Relevance Of The Continuum
Model And The Service Quality
Gaps In Records Management

22    
Suggestion For Improving
Records Management To
Enhance Quality Service
Delivery

23   
Recommendations & Strategies

26   
The Key

27   
Why Records Is Important?

30  
Robotics For Customer Service
By Li Xiao and V.Kumar

Drive Your Business

by Empowering Your Employees

JOHN TSCHOHL When employees are empowered, they
have the authority to make decisions—to
bend and break the rules—on the
spot to take care of a customer.

Most executives and managers, maybe a
however, are afraid to empower ceiling of
their employees. They don’t trust $50. The
employees—and they don’t trust Ritz-
customers. They think employees will “give Carlton, by the
away the store,” and they think customers will way, has a limit of
take advantage of employees who are $2,000, but that’s
empowered. because it’s a luxury
hotel chain with hotels at exotic
Most employees are also afraid of locations throughout the world.
empowerment. They think that, if they make an
empowered decision that will satisfy the "You don't build a
customer, they will be reprimanded or worse, business, you
lose their jobs. They prefer the safety of
operating under the company’s rules, policies, build people, then
and procedures. people build the
business." --Zig
Every customer has different needs and
expectations when they experience problems Ziglar
with products or services, so flexibility in how
your employees make satisfy them is critical.
Of course, you can’t let employees run wild
and give away huge amounts of money to
satisfy your customers. Set a monetary limit,

1

Marketing Money will gladly give me a refund—most of them
without requiring a receipt. They wouldn’t think
You’re probably thinking, “If I empower my twice about denying me a refund and losing
employees, it’s going to cost me money— me as a customer for something that will cost
money I don’t want to spend.” Look at that them less than $10.
money as marketing money. If you spent a
little money to retain current customers, you The Lifetime Value of your
won’t have to spend as much to attract new Customers
customers to replace those you lose.
You can’t look at the short-term impact of poor
Let me give you an example of how one customer service; you must look at the lifetime
company lost me—and my money—as a value of your customers. For example,
supermarket customers spend, on average,
customer. Eighteen months ago, I purchased $7,169.58 a year. The lifetime value of that
an orchid plant for my wife from Trader Joe’s. customer is $437,344.46. Are you willing—as,
apparently, Trader Joe’s was with me—to lose
It quickly died, and I went to return it. The that money because you won’t reimburse a
customer $20? The answer should be clear.
employee I spoke with told me there was
Amazon understands the importance of
nothing he could do about it. I then spoke to empowered employees. Returns are quick
and easy, and the company maintains records
the manager who told me he could not give me of each customer’s purchases so there is no
a refund because I didn’t have a receipt, I had need to produce a receipt. It’s so easy to do
business with Amazon that its 2021 sales
not purchased the plant there, and they don’t increased 22 percent—a whopping $83.7
billion—over the previous year. It’s impossible
sell orchids. I put the dead plant on the to be a customer service leader without having
empowered employees. When your
counter, said some nasty words, and told him employees make empowered decisions,
support them, recognize them and—celebrate
I would never be back. So, for the $20 them. Doing so will send a message to other
employees that you support them in their
the manager efforts to ensure that your customers are
wouldn’t refund me, happy. The result will be an increase in your
customer base, which translates to an
he has lost my increase in sales.

business 2

forever.

The supermarket industry is the most
customer-service industry in the United
States. If I buy tomatoes and they go bad
within a few days, 99 percent of supermarkets



'To avoid harming the image of the Author: Endra Hendrawati , I Gede
company so the company must Juanamasta and Nugrahini Wisnujati
focus on service to consumers.' and 23 more people.
24 September, 2014

One of the things that must be considered This can be the basis of acquiring new
by any organization or business entity is a customers, care, maintaining and developing
service improvement that will impact the customer. Many problems faced by the
business improvement work. Since company can make a bad company image and
customers are the company's most valuable reduced levels of consumer loyalty. To avoid
asset and given consumers play a vital role harming the image of the company then the
in the growth of the business's reputation, company must focus on service to
providing excellent customer service is consumers. Service to consumers is very
crucial to enhancing customer satisfaction. important in increasing the satisfaction of its
With effective communication, the company customers, due to the company customers is
is able to maintain good relations and the most important asset in which consumers
harmony with consumers. The role of provide andilo is significant in the development
Customer Service in order to create of the company's reputation. Dissatisfaction
customer loyalty by providing quality service given by customer service such as pleasure,
to its customers is to implement a CRM comfort and security to consumers for
(Customer Relationship Management). treatment and information provided on matters.
Because in the business industry, the relating to the products offered by the company
implementation of CRM in establishing or against all kinds of way of solving the
communication with the customer is problems faced by consumers can be resolved,
deemed very effective in delivering services that's when increased consumer loyalty.
to its customers.
4

BORING CUSTOMER
SERVICE – IS IT WHAT
CUSTOMERS WANTS?

Shep Hyken Call me boring, but I want the same knowledgeable, always helpful,
thing every time— always friendly, and always respond
When the quickly. We want our products to
customer is at least when it comes to customer always work and do what they are
satisfied and experience. supposed to. If, for some reason,
everyone is there is a problem, we want our
happy, the job is I want it to be good. I want it to be customers to know they can always
not finished. Give consistent. I want to predict the count on us to resolve it for them.
them a reason to experience I’m going to have with
the people and places I do Sounds monotonous, doesn’t it? It is,
come back. business with. If you ask the CEO but this is good monotony—the kind
of a big company or the owner of a of monotony our customers like. This
small business, I bet they would is not about a boring experience. It is
say the same. about being so focused on a
consistent and predictable experience
We want our customers to always that we hear the same feedback over
have a good experience with us— and over again. The same thing
one they can count on always happening over and over? Some
happening every time they do might call that boring, but we all know
business with us. We want them to it’s not.
find that our people are always

5

"Happy customers
are your biggest
advocates and can
become your most
successful sales
team."

Think about why you like to do especially for the front line. It’s
business with your favourite about the proper training to
companies. By the way, it can be create the consistent experience.
any type of company from any (By the way, that training must be
industry—from retail to hospitality ongoing and consistent, too.) It’s
to manufacturing and beyond. about a process that is proven,
When you start to analyze why you and that people follow.
like them, I’ll bet part of the answer
is that you are able to predict the The bottom line is this: our
outcome. You have trust in the customers may not know it, but
company and confidence in they love boring. They love
receiving a similar, positive monotony—at least, as it applies
experience every time. This can be to the customer experience. So
summed up in one word: always. be bold with your marketing,
your products and your
There is a lot that goes into making innovations, but be boring when
something always happen. It’s it comes to customer service and
hiring the right employee for job, experience.

6



BY;CAROLYNE NYABOKE MUSEMBE

STRATEGIES FOR IMPROVEMENT
OF RECORDS MANAGEMENT




“ENHANCING QUALITY OF SERVICES IN INSTITUTIONS OF HIGHER
LEARNING”

P ublic as well as private organizations Applying both qualitative and quantitative
are increasingly realizing that sound approach, data was collected through face to
records management is linked to face interviews and questionnaires. The
service delivery. However, Institutions of sample size was 78 respondents drawn from
higher learning are yet to realize the role of Moi University, Kenya. The study established
records management to quality service that records management aspect is not well
delivery. This may be due to lack of policy developed thus undermining quality service
frameworks on management, destruction of delivery. The study suggested strategies for
records and inadequate qualified staff among the study. Conducting of a records survey to
others. This makes success of such understand the university’s records
institutions impossible. Challenges are environment is one of the strategies
identified and ways and strategies for suggested by the study to aid in the
improvement of records management to implementation of records management and
enhance quality of services suggested for the service delivery in the university.
Institution. .

8





FACTORS AFFECTING With the development of artificial
THE SPREAD AND intelligence, to provide customers
RESISTANCE OF with the most immediate and
CONSUMERS' USE OF effective response, more and more
AI CUSTOMER enterprises have introduced AI customer
SERVICE service. However, AI customer service can
only handle a limited amount of customer
"Customer Service Transformation: problems, and sometimes the problem can
From Human to Artificial Intelligent" only be resolved through a live customer
service agent. There are many different types
Author: Yu-Kai Huang, Cheng-Hsien Hsieh, Wu Li, Connie Chang, of AI applications. For example, MusicXray's
and Wei Shang Fan. website, which are used to provide a basis for
record brokers to evaluate whether a song is
11 selling well. These AI applications are all weak
artificial intelligence, weak artificial intelligence
is also called “Narrow AI”, or “Applied AI”.
Weak AI refers to the focus that can only solve
the artificial wisdom of specific problems.

The development of artificial
intelligence is bound to have a great impact in
the future. How human beings get along with
machines will become an important topic in the
field of management and marketing. At

present, the related technologies of AI constructs to build our research model:
customer service are gradually mature. Using perceived ease of-use, perceived usefulness,
AI customer service will help the real person perceived risk, perceived value, and
customer service save a lot of time and can behavioural intentions. Much more also needs
make the real customer service more focused to be known about the different factors and
on customers with urgent needs. Therefore, their relationship which will affect the
further discussion of consumers' attitudes and customers’ behaviour intention for using the
behavioural intentions to accept AI customer service of the chatbot.
service is an important management issue.
Although AI customer service is still immature, Besides, the types of perceived risks
only a few companies offer similar services. are a complex concept, in the research, we
Artificial intelligence will inevitably dramatically consider perceived risk as a simple factor.
change the way people live. However, in this Some literature indicates that the perceived
wave of artificial intelligence changes, risk would be to exit different types of risk
“humans can't keep up with the speed of AI perception (ex: performance risk, financial risk,
technology change, and it is too late to adjust and privacy risk). Future researcher discusses
and adaptations” may be more important other types of the perceived risks that
issues than the development of AI technology. negatively influence online customers, they
could create an in-depth understanding of the
Marketing under the AI architecture will risks with chatbot activities based on the AI
produce a brand new 4P: People, service to determine if the results of this study
Performance, Process, and Prediction, and would support across a broad range of
how human and artificial intelligence can work categories.
together to interpret the new 4P. It will be an
issue worth exploring. With the development of 12
AI technology and big data analysis related
technologies, the service types derived from it
will also become increasingly diverse. Despite
S-O-R model advantages, it does have some
limitations. Although the present study has
yielded findings that have both theoretical and
practical implications, its design is not without
flaws. First, the convenience sampling size
was recruited with a small scale in Taiwan.
This may not be able to give a good
explanation that they are the representative of
the online shoppers in Taiwan. Secondly, the
purposes of this study based on the six major



RECORDS
MANAGEMENT

MODELS



RECORDS LIFE-CYCLE
CONCEPT

T
he life cycle model was conceived
in 1956 by Theodre R.
Schellenberg. His view was that the
life-cycle of records had a life similar to a
biological organism which uses a birth to
death analogy that records are born, live
through youth and old age then die
Shepherd and Yeo (2003). According to
Xiaomi (2001), the records life cycle
concepts involves creation, distribution,
maintenance and use, appraisal and
disposition. Though the model has
frequently been used, in recent years as
observed by Shepherd and Yeo (2003).
The life cycle has been subject to much
adverse critics which is some records do
not die but are retained indefinetely
because because of their continuing value
.The division between stages of the life
cycle in the 'three ages" model is seen as
artificial.

14

THE
RECORDS
CONTINUUM
MODEL




15

T he most basic difference between the Dimension 2-capture This involves the
continuum model and the lifecycle personal and corporate recordkeeping
approach is that while the life cycle systems, which captures documents in
model proposes a strict separation of records context in ways that support their capacity to
management responsibilities, the continuum act as evidence of the social and business
model is based upon an integration of the activities of the units responsible for the
responsibilities and accountabilities activities.
associated with the management of records. Dimension 3-organise This is the
Xiomi (2003) states that the continuum’s organisation of record keeping processes. It
purpose-oriented, systems approach to is concerned with the manner in which an
records management fundamentally changes organisation and/or individual defines their
the role of recordkeeping. Instead of being record keeping regime. In so doing, they
reactive, managing records after they have constitute/ form the archives as memory of
been created, record keeping becomes their business or social functions.
proactive. Dimension 4-pluralise This covers the
Dimension 1-create This encompasses the methods in which the archives are brought
players who carry out the act, for instance the into an encompassing (ambient) and cultural
employees in an organisation, the work memory of the institutionalized social
relates to decisions, communications and purposes and roles of individuals and
actions, the acts themselves, the documents corporate bodies.
which records the acts and the trace the
presentation of the acts.


16

THE

SERVICE
GAP
MODEL

Gap 1: Customers’ expectations versus
management perceptions: the

management may have inaccurate perc-

eption of what customers actually expect. This
gap exist as a result of the lack of a market
research orientation, inadequate upward
communication and too many layers of
management.

Gap 2: Management perceptions versus service
specifications: this is the difference between the
top management perceptions of client’s
expectations and the actual standards they set
for service delivery, as a result of inadequate
commitment to service quality, a perception of
unfeasibility, inadequate task standardization and
an absence of goal setting.

17

“ the gap model is Gap 3: Service specifications versus
one of the best service delivery: as a result of role
received and most ambiguity and conflict, poor
heuristically employeejob fit and poor technology-
valuable job fit, inappropriate supervisory
contributions to control systems, lack of perceived
”the services control and lack of teamwork.
literature
Gap 4: Service delivery versus
external communication: as a result
of inadequate horizontal
communications and propensity to
over-promise that is the difference
between what a firm promises about
a service and what it delivers.

Gap 5: The discrepancy between
customer expectations and their
perceptions of the service delivered:
as a result of the influences exerted
from the customer side and the
shortfalls (gaps) on the part of the
service provider.

18



The Innovation of Cross- purchase intention, the type of goods
Border E-commerce the customer buys, whether it is high-end
consumer goods, or daily necessities, whether
Customer Service Model it is pursuing branded products or practical
products, to implement accurate push to
By: Jiahui Liang provide customers with effective and caring
As a new format of foreign trade, cross-border service.
e commerce is booming. The new crown
pneumonia epidemic has boosted online Cross-border e-commerce companies
consumption, and domestic and foreign face unprecedented challenges of
merchants have "global buying" and "global marketization and customer personalization.
selling" through cross-border e-commerce Only companies that can absorb advanced
platforms. Cross border e-commerce sellers customer management concepts, use big data
are paying more and more attention to the technology to conduct in-depth analysis of
service of the early stage of sales. customer information, and grasp changes in
customer psychology can they become
Cross border e-commerce customer winners in market competition. But in reality,
service is an intangible activity that can bring because most companies do not understand
certain benefits and satisfaction to customers. big data technology, they only stay at the level
It uses the Internet to transmit information, of statistical analysis of customer data and
receive customers, sell products, and solve lack modelling for data mining and analysis.
customer problems, and generate massive Therefore, most of the customer data is not
amounts of data in the process. In the product fully utilized, and companies are still stuck in
push link, the company analyses the data and the traditional in the customer service model,
information to grasp the customer's customer needs have also been ignored.

20

Relevance of the It helps in identifying records of
Continuum organisation activities that need to be
model and retained, then implementing business
Service Quality systems designed with built-in
Gaps in records recordkeeping capability that ensures
management capturing records of evidential quality
as they are created. This is important
BY : MCKEMMISH for a large institution like Moi University
where a lot of records are created from
T he continuum model proposes diverse business activities ensuring that
integration of functionalities into an the records are well captured.

organizations business process.
These theories relevance to the study

stem from the fact that the study is

concerned with quality issues in records

management just like the theory itself.

“ the mechanisms of best
practice behind the
records continuum model
are ideal for integrating
records and archives
management because the
records continuum focuses
on quality and quantity
rather than quantity alone
”


21

Suggestions for improving As Wamukoya and Mutula (2005)
Records Management to enhance states that new technologies and
quality service delivery their growing adoption and use is
rapidly revolutionizing the
C urrent records management in the university organisational culture that is
needs improvement so as to provide continuity of positively impacting on the way
business operations. This will enable management organisations work, make
to obtain records that can help them make proper short decisions and even document
term and long term plans to facilitate effective and efficient their activities.
service delivery. There should be commitment to service
quality through records management among management The study findings also indicated
and record creators. This should be addressed through low funding directed to the records
proper goal setting and as well as proper planning. From management function. The heads
the finding, the respondents are advocating for of registries should ensure that
development of a records management program and they prepare a comprehensive
policy to guide and improve the handling and management budget and be able to justify to the
of records. management the reason for the
comprehensive budget. According
From the study findings, adopting a recordkeeping to Sanderson and Ward (2003) as
standard ISO 15489 was recommended, it is a cited by Makura (2005) the
recordkeeping standard developed by ISO meant to importance of records
provide records management guidelines in support of management is increasingly being
implementation of QMS (ISO 2001). The standard recognized in organizations’. It is
therefore operationalises the requirements of clause 4.2.4 therefore the mandate and
of ISO 9001: 2008 which provides for the procedure on responsibility of Records
control of records. The findings depict that introduction of Managers to ensure that they gain
electronic records management system will enhance the attention of decision makers in
efficiency in terms of speed, accuracy, security of records. the organisation. Gaining is all
about convincing the management
on the importance of the existence
of records management.

22

Development of a records 1
management program and policy to
guide and improve the quality of 2
recorded information in the university in line
with the university’s set goals and RECOMENDATIONS

objectives from creation maintenance
storage and disposal of records. 3 AND

Secondly, introduction of electronic

records management system to enhance STRATEGIES
efficiency in terms of speed, accuracy,

security of records and to also encourage a

backup system.


Thirdly, employment of qualified, 4
adequate staff to handle the management
of records has also been recommended so
as to enhance professionalism thus curb
the issue of nonconformities.

Lastly, sensitization of staff through
workshops seminars on records
management and its importance in service
delivery as this will enable each staff have
knowledge and appreciate the importance
of creating and handling records.

23



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RECORDS
MANAGEMENT

THE KEY

to success

By BSC Solutions

Records and document for a business to succeed, create
management affect far efficient service, avoid costs, and
more than just office uphold ethical or legal
clutter and organization. responsibilities. Whether a
Records management systems business handles sensitive medical
should organize information to be records, historical archives, or
timely, complete, accurate, financial records, how they handle
usable, and easily accessible. their physical and digital documents
Meeting document management affects their bottom line and
objectives creates an environment achievement of objectives.

26

WHY RECORDS
IS IMPORTANT?

Data Security Lower operating costs

Every organization has vital records that if A proper records management system
lost, would cause major costs to the will decrease the time and labor
business. Natural disasters happen without associated with searching for lost records
warning. Weather, fire, and termites can when there is not an organized system in
damage and destroy irreplaceable records. place. Records keeping and
With safe physical storage with a digital administration already take a large
backup, a business can ensure they are amount of money to maintain with filing
protecting their vulnerable records from systems, office space, and staff.
catastrophe. It is also important to protect the
privacy of sensitive documents, such as
medical records, legal records, and other
vital documents. Exposure to this information
can damage a brand and can cause an array
of legal problems.

Better Decision Making

Big data is booming in the modern business
world. Data is seen with extremely high
value. Records created today hold vital
background data that can be used in the
future to make important business decisions.
Managers use this data to plan for the future,
but if it is not accessible or correct, there is
no way to apply information found in the data
to their decision-making.

27

Ensure productivity and
efficiency

When staff is searching for misplaced information,
that time spent is non-productive and could be used
in a more valuable way. An organizational upgrade
to record-keeping methods enhances information
retrieval while simultaneously improving the
efficiency and flow of all office activities. Whether a
business has a digital or physical document
management system, an effective index will deliver
the right information to users exactly when they
need it.

Maintain a Proper Working
Environment

A messy office is an opportunity for a variety of
problems. Files and boxes stacked everywhere
create a less-than-ideal-working environment.
Customers see this as unprofessional, and the staff
sees this as a hazard. Even the best, most
organized system will not help if there is not enough
space for it. Investing in high high-density or going
digital with documents will help organize more
information into a smaller space.

Comply with Regulations and
Reduce Legal Risks

The United States places heavy regulations on
records keeping. Keeping track of these laws can
pose a large compliance challenge for many
businesses. The only way to reduce the risks of
potential compliance penalties and litigations is to
have a consistently implemented document
management system. This reduces the likelihood of
being liable for records disposal and paying legal
fines.

28



Robotics for Customer Service:

A Useful Complement or an Ultimate Substitute?
By: Li Xiao and V. Kumar

obotics refers to the technologies that the mechanical component from the definition
of a robot. The Information Revolution has
Rdeal with “the design, construction, substantially changed the scope of work. Much
operation and application of robots” of today’s work is knowledge based, which can
(Oxford Dictionary) as well as the be completed with little or no physical labour
computer systems for their control, involved. This shift has also encouraged the
sensory feedback, and information invention of the service robot, which IFR
processing. Therefore, the core definition of regards as a second important category of
robotics lies in how a robot is defined. Since robots following the original industrial robot.
their initial introduction in 1959, industrial Service robots refer to those robots that are
robots were the only form of robots for many used for service applications (IFR 2016),
years. The IFR defines an industrial robot as especially those that perform customer-
“an automatically controlled, reprogrammable, oriented service tasks in many business
and multipurpose manipulator programmable applications. A service robot can be an
in three or more axes, which may be either automated computer program that is able to
fixed in place or mobile for use in industrial sense, comprehend, and act in response to
automation applications.” This definition certain requests. For example, Facebook’s M
indicates that to qualify as a robot, a chatbot and IPSoft’s Amelia are both
mechanical component and some levels of intangible virtual agents empowered by AI and
intelligence are required. The advent of big data technologies.
service robots has removed the requirement of

30





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