Manage quality customer service Assignment

Manage quality customer service Assignment

Assessment-1

PART-A

Q.1) What has been the best customer service experience?  What made it good?

The best customer experience recently was in a restaurant. The waiters welcomed with a smile, explained the entire menu with the chef’s specialty and also the offer for the day. The order was served on the table quickly and also tasted good. Hospitality of the staff and the quality and taste of the food, made the experience good.

Q.2)What has been your worst customer service experience?  What made it bad?

The worst service experience was in a retail store. The sales boys were cold in their reception and were not interested in the showing the variety they had. When they were enquired about a specific product, they had no idea whether it was available or not. The unwelcoming and disinterested attitude of the staff made the experience bad.

Q.3)Explain the four main principles/ elements of good customer service in your own words?

Good customer service should include:

  • Product: Product knowledge like brand name, price, place of manufacturing etc
  • Staff: Staff should possess good communication skills and a sound sales training.
  • Complaints: Customers should be given a feeling that feedback is welcome and all complaints should be dealt with patience, offering them a solution.
  • Customer Relationships: Customer relationship includes greeting the customer appropriately, understanding his needs and helping him with exploring the available options according to his need (Feinberg, Wlddows, Hirsch-Wyncott, & Trappey, 1990).

Q.4)What is the primary purpose of the Competition and Consumer Act 2010?

The main objective of Competition and Consumer Act 2010 is to create a healthy and competitive environment for the operation of the businesses. This outlines the rules and principles for healthy business trading practices like refunds, returns, warranties and also defines the rights and responsibilities of the consumers (Turner, 2003).

Q.5)  Research your refund rights as a consumer on the Office of Fair Trading website. Explain what the consumers are guaranteed under the law for the services they buy.

According to the Competition and Consumer Act 2010, the law provides consumer guarantee on both goods and services. On services, you are guaranteed that the services you buy will be provided with due care and skill, fit for purpose and completed within a reasonable time.

Q.6)  What are the benefits of developing a ‘Code of Conduct for Selling’ in any organisation?

Most businesses today develop a code of conduct for selling because it helps to define desirable or undesirable behaviors. It also facilitates promotion of high practice standards and enables the staff to make ethical decisions.

PART-B

Answer.1)

Before opening a restaurant, the kind of information that needs to be collected is:
  • Disposable Income: This defines the paying capacity of the customers.
  • Age: Menu options may vary according to the age as food preferences of youngsters may vary from adults and old aged (Schneider & Bowen 1999).
  • Occupation: The type of occupation would also decide the preferences of food.
  • Taste preferences: It is important to know what type of cuisine or taste would be liked by people.

Collecting information about the customers like their occupation, income, likes and dislikes and the newspapers or magazines they access can help in the designing of marketing strategies. This further helps in attracting a larger customer base, increase revenues and decrease costs. In addition to all this, it leads to a satisfied customer and a superior customer service approach.

Q.2)

  • Advertising and Promotion Research would be used to know the reason because of which the customers would come to his restaurant for food instead of his competitors´ restaurants (Quester & Thompson 2001).
  • Concept testing may be used to know the amount his customers are willing to pay.
  • Price Testing helps to find out the sensitivity of the customers to price changes.
  • Mystery Shopping helps in knowing if the owner has the right staff with the right skills and attitudes.

Q.3)

Focus group is a primary research tool with the following advantages:

  • Help to acquire extensive information about the view, observation or judgment of an individual as well as a group.
  • Saves time and money as compared to personal interviews.
  • Opens up a platform for explanations.
  • Provides a broader information base.

Q.4)

Buying benefit refers to the various reasons a customer has to buy a product or avail a service.  These reasons help to define the need of the customer for which he/she wants to buy a product/service. It gives a sound knowledge of the various factors which actually influence the buying decision of the customer i.e understand consumer behavior

PART-C

Q.1.a)

The needs of the different sets of customers are different as per their religious beliefs and personal tastes. The Muslim customers want to consume food which is permissible by his religion. The Hindu wants to consume just non vegetarian food and others wish to consume vegan food. The suggested options for the Muslims could be fish or beef as they have restrictions on pork. The Hindu could be offered Fish or Chicken and the vegan option could be Pizza or Pasta since they are made from plant derived foods ingredients. In this way the requirements of all the customers can be met.

Q.1.b.a)

Attending customer complaints quickly & fairly are the signs of a good businessman. The steps followed for the same are:

  • Thank the customer first for raising the complaint (Davidow, 2003).
  • Listen to his problem carefully and patiently without jumping to conclusion.
  • Delegate a person to manage his complaint and offer a solution acceptable to him.
  • The dispute could be settled through mediation, if there is no solution.

Q.1.b.b)

Dear Customer

Thank you for registering your complaint regarding the erroneous order served to you by our staff when you visited our restaurant on Jan 27, 2014. We appreciate the customers who take out their valuable time to address their grievances and complaints as this helps us in improving ourselves for our continuous strive for customer satisfaction.

We deeply regret the inconvenience caused to because of the delivery of the wrong dish at your table. We truly understand and respect your religious sentiments and acknowledge that the fault was completely on our end. However, we assure you that, customer satisfaction and delivering quality service to the customer is our top priority always. This incident was purely by chance. The restaurant was running on full capacity and we were short of staff on the day due to some local festival. So the manager taking the order just messed things up. We sincerely apologise for the same.

It is pretty evident from your complaint that we have to take some measures to handle such contingency situations. Though we cannot make up for the mistake we committed, but as a token of apology from our end, please find enclosed coupons for free dinner for two people. We would be obliged to host you again and promise to deliver the best services.

In case of any queries, please feel free to contact the undersigned.

Sincerely

Samantha Alex

Customer Service Manager

Q.3)

Focus group is a primary research tool with the following advantages:

  • Help to acquire extensive information about the view, observation or judgment of an individual as well as a group.
  • Time and money saving as compared to personal interviews.
  • Open up a platform for explanations.
  • Provide a broader information base. (Edmunds & Edmonds, 1999)

Q.4)

Buying benefit refers to the various reasons a customer has to buy a product or avail a service.  These reasons help to define the need of the customer for which he/she wants to buy a product/service. It gives a sound knowledge of the various factors which actually influence the buying decision of the customer.

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ASSESSMENT-2

Q.1)

The customer service standards to be followed by ACT staff according to the ACT public standard document are:

  • The staff should possess a sound knowledge of the customer base.
  • Understanding needs of the customer and delivering the product as per the need.
  • Customer focused public areas should be clean, user friendly and accessible to all.
  • Public contact areas should develop an efficient complaint handling process.
  • The public contact areas should continuously strive for customer oriented improvement.

Q.2)

A CAN Do approach is one of the standards to be maintained by the ACT staff. This can be followed for internal as well as external customers. This approach reflects the positive attitude where the service provider focuses on what best can be done for the customer, instead of thinking what cannot be done. It takes into consideration to what extent a customer’s needs may be accommodated.  For example, while making a booking for a car, the desired colour was not available at the showroom. Instead of convincing the customer to go in for another colour or criticizing his choice, we, as the dealers left no stone unturned to make it available from another showroom just to satisfy the customer. This is an example of the CAN-DO approach.

Q.3)

 COLUMN BCOLUMN C
Customer Service Code of PracticeHas Samantha met the requirements?   Write YES or NOExplain why you think Samantha HAS or HAS NOT met the customer service requirements?
Focus on the customer needsNoSamantha never bothered to call back the customer who had asked for the information of local parks.
Customer friendly presentationNoSamantha does not wear her badge
Customer friendly attributesNoSamantha is rude and shouts at the customers
Professional skills and knowledgeNoSamantha was unaware of the ACTPS services as she could not attend the query of a customer regarding the availability of library facility.
Best Practice Telephone StandardsHas Samantha met the requirements? Write YES or NOExplain why you think Samantha HAS or HAS NOT met the customer service requirements?
Telephone operationNoSamantha does not follow any protocol for the calls put on voicemail.
Answer promptly    NoSamantha never answers the phone promptly as she either ignores the call or waits for 10 rings.
Friendly voice  YesSamantha has a friendly voice, if at all she picks up the phone.
Answering the phone  NoSamantha’s approach is informal as she uses sentences like Hi, how are you to open the call.
Listening  NoSamantha generally doesn’t pick up the phone and if she does she pays no heed to what the customer is saying.
Take action  NoSamantha totally forgot regarding the query for the number of local parks
Thank and farewellNoShe follows an informal approach
Follow up  NoSamantha never came back with the query regarding the number of local parks
Best Practice Counter StandardsHas Samantha met the requirements? Write YES or NOExplain why you think Samantha HAS or HAS NOT met the customer service requirements?
Customer management    NoSamantha just said a blunt no when one of the customers asked about the library service
Prompt service  NoSamantha does not promptly reply to the telephone that keeps ringing every now and then at her counter
Greet customer    NoShe never greets a customer in a professional way. It is normally a Hi, how are you than a formal goof morning.
ListeningNoShe shows no keen interest in the customer query.
Take actionNoSamantha never worked on the query of the customer on the number of parks
Thank and farewellNoSamantha follows a non official approach.
Follow upNoSamantha never came back with the query regarding the number of local parks.

Q.4)

The strategies to monitor performance could be:

  • To check whether they identify the hidden needs of the customers
  • To monitor the product knowledge of the team.
  • To observe how the team handles customer queries.
  • To understand whether they demonstrate good listening skills.
  • To keep a check on the consistency of sales & consistency of return customers (Stanton, 2000).

Q.5)

As Samantha’s manager, it is firstly important to make her aware of the protocol that has to be maintained while attending the customers and the consequences of not adhering to the same. Secondly she needs to be trained on product knowledge, selling skills, body language and other soft skills required while attending the customers (Noe, 2002).

ASSESSMENT-3

PART-A

Q.1)       

The name of the organization selected is SUSSAN which is a busy women clothing outlet.

Q.2)

SUSSAN is a women’s clothing store located at Shop 48 Brookeside Shopping Centre,159 Osborne Road, Mitchelton, QLD 4053.

Q.3)

 Write down what you sawWhat can they do to improve their customer service?
Number of staff on the shop floor7  Staff could be increased to 10-12 keeping in view size of floor
Number of customers in the shop25-30  Staff could be increased to 10-12 keeping in view size of floor
Did a staff member offer to help you?Yes
Did the staff smile at you and make you feel welcome?NoProper sales training of the staff
How long did you wait before you were served?5-10 minStaff could be increased to 10-12 keeping in view size of floor
Was the shop well presented?Yes
DID THE STAFF….
Effectively communicate your brand and service expectations.NoBrand knowledge s to be imparted
Use age-appropriate greetings.NoSales training needs to given
Service all customers the same regardless of their age or appearance.YesNeed to be made aware of the customization concept
Interact well with customers.Yes
Have good listening skillsYes
Make suggestions based on customer commentsNoNeed to develop better communication skills called business communications
Make eye contact with customers.Yes
Appear engaged and interested in what the customer is telling them.Yes
Shake hands when meeting the customer.NoSoft skills to be developed
Respond to customer e-mails, telephone queries and complaints.NoNeed to realize customer is the king
Minimize any wait time.NoSales training to be given
Ensure a pleasant and efficient treatingYes
Learn to read body language to see if a customer could use some help.NoArt of reading body language needs to be developed
Never discuss customers in front of other customers.NoBasic ethics to be worked on
Demonstrate competence.NoKnowledge to be improved
Stay polite at all timesYes
Any other observationsNo

Q.4)

The three key areas the organization needs to improve:

  • Increase the size of the staff.
  • Product training should be imparted to the staff.
  • Developing the art of understanding the body language and other soft skills.

PART-B

Q.1)       

The needs of the customers visiting the clothing store:

  • All major brands of apparels and accessories under one roof.
  • A helpful and friendly staff.
  • Easy options for payment.
  • Promotional offers and discounts

Q.2)

Research strategies that can be used to gather feedback from the customers are:

  • Electronic feedback using e-mails, telephones.
  • Feedback forms
  • Questionnaires and surveys

Q.3)

A customer service survey form to collect information on customer service quality has been given below:

Name of the customer with age:­­­­­­­­­­­­­­________________________

Address & contact no:________________________________

  1. How much time did it take to locate the desired counter?
  2. Did any staff member extend help?
  3. What was the waiting time before you were entertained by the staff?
  4. Did the staff greet you well?
  5. Did the staff ask for or listen to your specific requirements?
  6. Were you satisfied with the variety available/displayed to you?
  7. Were you comfortable with the way the staff interacted with you?
  8. Was your preferred mode of payment available? If not, mention what would you prefer?
  9. In case you made a call or e-mailed; did you get a reply to the same?
  10. Were you satisfied with the overall experience of shopping with us?

PART-C

Q a.)      

  • We will always greet the customers with wishes for the day like Good Morning, Good Afternoon and ask them May I help you with a smile on the face.
  • We will ensure that we make good eye contact with the customer.
  • We will never discuss one customer in front of another.
  • We will try to minimize the wait time.

Q b.)      

The clothes maybe refunded if:

  • They are unused or unaltered
  • The label is still intact.
  • The customer has a valid bill.
  • Refunds can be made only within 15 days of purchase

Q c.)      

The customer can lodge a complaint by the following process::

Q d.1)    

The following information regarding the customers should be recorded:

  • The contact details of the customers to inform them about any promotional offers.
  • The complaints made by the customers for continuous service improvement.
  • The major brands preferred by the customers and the sales volume.
  • The income of the customers to know their buying capacity.

Q d.2)    

The customer complaints may be recorded either manually or on an electronic media like through e-mails on the computer or on social networking sites like Facebook. They may also be managed through feedback forms (Zairi, 2000).

Q.d.3)

In order to ensure that all the complaints are handled and resolved, the organization should first develop a complaint handling policy. Secondly all the records of the customer complaints should be made. Thirdly, these records should be updated as and when an action is generated on a complaint and lastly they should be reviewed on a regular basis.

References

Feinberg, R. A., Wlddows, R., Hirsch-Wyncott, M., & Trappey, C. (1990). MYTH AND REAJJTY IN CUSTOMER SERVICE: GOOD AND BAD SERVICE SOMETIMES LEADS TO REPURCHASE. Turner, C. (2003). Australian commercial law. Lawbook Company. Schneider, B., & Bowen, D. E. (1999). Understanding customer delight and outrage. Sloan Management Review41(1), 35-45. Quester, P. G., & Thompson, B. (2001). Advertising and promotion leverage on arts sponsorship effectiveness. Journal of Advertising Research41(1), 33-47. Edmunds, H., & Edmonds, H. (1999). The focus group research handbook. Chicago: NTC Business Books. Davidow, M. (2003). Organizational responses to customer complaints: what works and what doesn’t. Journal of Service Research5(3), 225-250. Stanton, J. M. (2000). Reactions to employee performance monitoring: Framework, review, and research directions. Human Performance13(1), 85-113.