Stakeholder Research: Written Feedback Synthesis

Executive Summary

18 team members completed written feedback surveys between November-December 2025. The group included 8 customer service representatives, 9 sales and sales support staff, and 1 office manager. The feedback reveals systemic failures in core website functionality. Three problems dominate: search that can’t reliably find products by part number, missing customer account features that force manual order processing, and data accuracy issues that undermine platform trust.

Stakeholder Overview

The 18 participants represent frontline staff who interface with customers daily:

Role breakdown:

• Customer Service: 8 participants
• Sales: 7 participants
• Sales Support: 2 participants
• CSR / Office Manager: 1 participant

Geographic coverage:

• US: 8 participants
• UK: 7 participants
• Poland: 1 participant
• China: 2 participants

The group covers North American, European, and Asian markets. Their daily work centers on answering customer questions, processing orders, and troubleshooting website issues.

Note: 5 additional team members were invited to participate but their feedback was not received in time for inclusion in this analysis:

Daily Work Patterns

9 stakeholders described their typical website usage in detail. Teams use the websites for three main activities:

1. Answering customer product questions
2. Checking pricing and stock
3. Processing orders

The pattern is consistent across roles. Customers call with questions the website should answer. Staff manually look up information that should be self-serve. Tasks mentioned repeatedly: determining which part fits an application, confirming stock levels, checking pack quantities, verifying pricing, calculating freight costs.

One stakeholder summarized it: “Every day I help customers choose the right products” by phone. Another described using the website to “determine box quantities, check product prices, verify stock availability.” These are basic e-commerce functions that require human intervention because the website doesn’t work.

Critical Frustrations

7 stakeholders provided detailed descriptions of their biggest frustrations. Search functionality dominated responses.

Adam Cato (MOCAP Sales, US): “The search bar function is unreliable. It would be helpful if when a customer places an online order they could put their UPS or FedEx number in.”

Amber McGrael (Customer Service, US): “The search feature is my biggest issue. When a customer calls asking for a specific part, more often than not you cannot search directly for the part number. You have to navigate to that part number which takes extra time.”

The inability to search by part number breaks the most basic e-commerce flow. Customers know what they want. They have a part number. The website can’t find it.

Multiple websites compound the problem. Arleta Bakowska (Customer Service, UK) identified “the existence of three websites for our products” as her core frustration. Customers don’t understand why MOCAP operates separate platforms. Neither does the staff.

Stock availability creates constant problems. Customers can’t see if products are in stock. They call. Staff manually check inventory systems. This adds friction to every transaction.

Marta Wojszczyk (Sales, UK) captured the cascading nature: customers need stock levels, competitor part number alternatives, lead times, order tracking. The website provides none of this, so teams handle each request manually.

Recent Failure Examples

7 stakeholders described specific situations where the website failed. These aren’t edge cases.

Shipping account limitation: A customer wanted to use their UPS account for shipping. The website doesn’t support this. Instead of placing an order online, the customer called. Adam Cato: “A customer wanted us to have an order shipped using their UPS account number and instead of placing the order online they had to call it in.”

Sample request burden: A customer needed multiple samples. The website forces one sample request per part. Customers submit dozens of individual forms. Erin Camden (MOCAP Sales Support, US): “We have many customers who end up sending over individual requests for each part they want to sample. This creates significant extra work when having to pull them as individual orders.”

Search failures: Amber McGrael described a customer trying to locate a plug: “I had the plug sitting at my desk ready to ship but our customer couldn’t locate it to order because it hadn’t been released on the web yet.”

Stock information gaps: Arleta Bakowska: “A customer asked about stock levels for a specific item while I was on annual leave. Another colleague had to tell the customer they couldn’t help because the stock information wasn’t accurate.”

Real-time inventory absence: Phoenix Huang (Customer Service, China) described the basic problem: “Our customer needs to check stock. But we don’t have real-time stock, so the customer has to call us to confirm.” This happens dozens of times daily across the organization.

Missing Critical Improvements

4 stakeholders identified website improvements not covered in the feature list. Data accuracy topped concerns.

Adam Cato: “Correct information noted on the website would be great. There has been a couple times recently where the pricing gets messed up on the website.”

Pricing errors create immediate problems. When customers see incorrect prices online, trust breaks. Teams spend time correcting errors that shouldn’t exist.

Sample ordering needs fundamental redesign. Erin Camden: “I feel like there should be a sample cart type of option for when customers want more than one sample. We have many customers who end up sending over individual requests for each part they want to sample. This creates significant extra work.”

The current process treats each sample as a separate transaction. Customers ordering samples for a project might need 5-10 different parts. Instead of one cart, they submit ten separate requests. This multiplies work for customers and operations staff.

Sales and Service Team Insights

6 stakeholders answered the role-specific question about what prospects ask during sales conversations or what customers most frequently call about. Responses cluster around pricing visibility and stock availability.

Pricing and terms cause the most customer contacts. Adam Cato: “Allowing the customer to see their terms and current pricing on a part would answer a lot of the questions we as a sales team receive in a day.”

Negotiated pricing is invisible to customers. They have special rates, they want to order online, but they can’t see their pricing. So they call. Teams confirm pricing, customers place orders. The website adds no value.

Stock availability generates constant inquiries:

• Amber McGrael: “Being able to put the exact part number in and see the stock available.”
• Erin Camden: “Availability (stock) should be readily available. This isn’t something a customer should have to call and ask.”

Lead times matter for production planning. Elena Tuluca (Sales, UK): “Production time and lead time for the transport.” Customers need to know when products ship, not vague estimates. This determines their ability to meet their own customer commitments.

Phoenix Huang added product information to the list: “Product’s picture and spec.” Basic product details should be visible without requiring assistance.

Every customer call about these basic informational needs represents a website failure.

Additional Observations

2 stakeholders provided additional feedback. Comments focused on information architecture and feature placement.

Material specifications are hard to find. Adam Cato: “I believe moving the Material Specs maybe to the top bar would be beneficial as that question comes up frequently. I think it gets lost at the bottom of the page.”

This points to a broader problem: critical information exists but customers can’t find it. Product specs shouldn’t require scrolling or hunting.

Customer accounts need full order history and tracking. Erin Camden: “Customers need to be able to order and use their terms online the same as if they submit a PO via email, and all of this information should cross over to both systems so the customer can track their parts and previous orders.”

The disconnect between web orders and traditional PO processing creates data silos. Customers placing orders through different channels see different information.

Key Findings

1. Search Can’t Reliably Find Products by Part Number

7 of 18 stakeholders mentioned this as their biggest frustration. When customers can’t find products by entering part numbers directly, the website fails its primary function.

2. Customers Lack Basic B2B Account Capabilities

Negotiated pricing visibility, order history, shipment tracking, carrier account preferences — every transaction requiring this information becomes a phone call. 6 stakeholders identified these gaps in role-specific questions.

3. Multiple Websites Create Confusion

Nobody understands why MOCAP products are split across multiple separate websites. This confuses customers and fragments the shopping experience across all markets.

4. Stock Visibility is Absent or Inaccurate

Customers need real-time inventory to plan orders and production schedules, but the website provides neither accurate data nor confidence in displayed levels. 4 stakeholders cited stock issues.

5. Data Accuracy Issues Undermine Platform Trust

Pricing errors, stock discrepancies, and missing product information force customers to verify everything by phone. 4 stakeholders specifically called out data quality problems.

6. Sample Ordering Process Multiplies Work

Sample ordering treats each part as a separate transaction requiring its own form. Customers ordering 5-10 samples for a project submit separate requests for each, multiplying administrative work and delaying fulfillment.

7. Website Doesn’t Enable Self-Service

The website doesn’t answer questions customers ask during sales conversations. Pricing, lead times, stock availability, shipping options, material specifications all require staff intervention instead of being available for self-service.