Assessment Cover Sheet for Diploma of Hospitality Unit Code

Assessment Cover Sheet
This document is to be used as a cover page for each individual assessment. This document must be attached to the assessment. All
sections must be completed along with a signature from both the student and assessor. This document links with the Unit Feedback Sheet
and Assessment Record.
Student Name: Trainer Name: Christa Moonean
Qualification Code and Name: SIT50416- Diploma of
Hospitality
Unit Code and Name: SITXCCS008- Develop and Manage Quality
customer service practices
Assessment 1: Short Answer Due Date: 14/01/2019 Date Submitted:
Conditions of Assessment / Requirements for Competency: Self-paced assessment, students must complete all tasks and
questions.
Adjustments to assessment required for individual learning outcome required: YES NO
Explanation: i.e. Oral question & answer.
Statement of Authenticity
 I acknowledge that I understand the requirements to complete the assessment tasks
 The assessment process including the provisions for re-submitting and academic appeals were explained to me and I
understand these processes
 I understand the consequences of plagiarism and confirm that this is my own work and I have acknowledged or
referenced all sources of information I have used for the purpose of this assessment
Student Signature: Date:
Assessment: Penalties, fees and descriptions
Late submission Fee $50 per assessment
This Unit Outline prescribes when each assessment is due for this Unit of Competence. If you submit your assessments late you will be
required to pay the Late Submission Fee.
Re-Assessment Fee $100 per assessment
If a student has submitted an assessment and has not fulfilled all necessary criteria and receives a not achieved result for assessment
outcome; student will be required to re-do assessment. Above fee per assessment must be paid before submitting work to Trainer for
marking.
Plagiarism (Academic dishonesty) $200 per assessment
Students found copying, cheating or completing another students work will be deemed as being academically dishonest. Trainer’s
discretion will be used in the overall outcome of the offence, penalties will incur per assessment.
Re-sit Unit: Full unit fee**
If student is re-scheduled to attend full unit re-sit inclusive of delivery of knowledge and assessment criteria, student require Trainer
facilitation for completion of unit requirements full unit fee will apply.
Assessment 1 Assessment Dates: Assessment Outcome:
Attempt 1 Submission Date: Feedback Date: Satisfactory Not Satisfactory
Attempt 2 Submission Date: Feedback Date: Satisfactory Not Satisfactory
RE ASSESSMENT REQUIRED: YES NO
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Assessment Guidelines
What will be assessed
The purpose of this assessment is to assess you underpinning knowledge to complete the tasks outlined in the
elements and performance criteria for this unit of competency and relating to the following aspects:
 principles of quality customer service
 specific industry sector:
o professional service standards for service industry personnel
o attitudes and attributes expected by the service industries to work with customers
 roles and responsibilities of management, supervisors and operational personnel in providing quality service
 sources of information on current service trends and changes that affect service delivery
 internal and external environmental changes and their effect on planning for quality customer service:
o changes in the competitive environment
o economic climate
o introduction of new technologies or equipment
o management changes and organisational restructures
o recruitment practices
o trends in customer service preferences
 methods of formal and informal customer research:
o analysis of competitive environment and industry service trends
o customer service surveys
o customer focus groups
o qualitative or quantitative research
o seeking feedback from service delivery colleagues
o questioning customers
 methods of implementing quality service provision:
o developing, implementing and monitoring customer service policies and procedures
o involving staff in the development of customer service practices
o evaluating staff and customer feedback
 methods of assessing the effectiveness of customer service practices:
o examining overall business performance
o monitoring the ongoing effectiveness of:
 staff in meeting customer service standards
 policies and procedures in explaining practices
o reviewing numbers and nature of:
 complaints
 disputes
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 responses of customers
o reviewing customer satisfaction survey statistics
 methods of obtaining feedback from customers:
o customer service discussions with employees during the course of each business day
o discussions with customers
o formal customer interviews
o regular staff meetings that involve service discussions
o seeking staff suggestions for content of customer service policies and procedures
o surveys of internal customers, external customers and staff
o improvements suggested by:
 customers involved in complaints or disputes
 suppliers
 staff, supervisors and managers
 industry schemes, accreditation schemes and codes of conduct aimed at improving customer service
 areas where organisational policies and procedures assist in ensuring quality customer service:
o acknowledging and greeting customers
o complaint and dispute management
o authority for different level personnel to resolve complaints, disputes, service issues and customer
compensation
o loyalty programs
o presentation standards for customer environment and customer service personnel
o pricing and service guarantees
o product quality
o refunds and cancellation fees
o response times
o staff training for:
 customer service
 technical skills
 objectives, components and comprehensive details of consumer protection laws that relate to customer service, and
the business’ responsibility for:
o nominating and charging cancellation fees
o providing information on potential price increases
o providing refunds
o supplying products as described or substituting suitable products when unable
o formats for and content of policies and procedures.
Place/Location where assessment will be conducted
Classroom 9, AILFE
Resource Requirements
Pen, Paper, computer with access to email, printer, teacher’s email address or as instructed otherwise.
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Instructions for assessment including WHS requirements
You are required to address all questions to achieve competence. Your trainer will provide you with
instructions for time frames and dates to complete this assessment.
Once completed, carefully read the responses you have provided and check for completeness. Your trainer
will provide you with feedback and the result you have achieved.
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Assessment 1
Short Answer Questions
Your task: Provide a detailed response to each of the following questions.
1. Explain how informal and formal research can be used to develop quality customer service. Provide an
example for each research method.
Response
Informal Research-
 Interviewing a targeted audience (Example – speaking to particular kinds of customers or groups)
 Company files – (Example – organisation cultures and values).
 Conducting an informal survey – (Example using customer feedback form)
Formal Research –
 Interviews – (Example – speaking with employees with set structure of questions in relation to
the company service)
 Surveys – (Example – using questionnaires)
 Conducting experiments – (Example – with help of physical demonstration and role-play).
2. Why is it important to have an understanding of your competition in order to plan for quality customer
service?
Response
Understanding our competition will help us to enhance customers’ services and products. We can also
advance our strength phase and improve our weakness side.
3. When developing market knowledge, it is essential to have an awareness of how the market is divided.
Explain each of the following segments of the market. Provide examples of how each segment can influence
customer choices and trends.
Response
Demographic segmentation
It includes age, family, size, education level, marital status, etc. For example, professional consumers can
spend more money on products.
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Geographic segmentation
Nationality of individual living in the area will be impacted by their own nation trends, habits and choices.
Psychographic segmentation
Social class, values, lifestyle, choices and interest, for example, some individual needs of a relaxing life-
style and so they desire more outside activities and adore good food.
Behavioural segmentation
User brand knowledge, style of shopping, loyalty status and occasion. For example, if user acknowledged
about big brands, they prefer to shop from them.
4. Why is it crucial for a manager to have in-depth knowledge of internal and external business environments
to provide quality customer service? Provide 2 examples each, for internal and external factors:
Response
External factors –
1. Marketing trends can be understand by the manager as well as the expectations of customers.
2. Different needs of the community are changing with time and this can be understand by the
manager.
Internal factors –
1. Manager needs an adequate knowledge of internal environment, as it will help him in coaching
and guiding to employees.
2. For improving the customer service part.
5. Identify three ways you can obtain information about current trends in your industry.
Response
1.Magazine, TV and multi-media.
2.Groups on Facebook (People frequently share feedback there)
3. With help of professional organisation surveys like universities and communities.
6. Explain businesses’ responsibilities under Consumer Protection Law and how it impacts on customer service
delivery.
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Response
The national law for consumer protection and fair-trading, ACL applies from 1 January 2011.
1. Consumer Guarantees
2. Unsolicited Consumer agreements
3. Unfair Contract Terms
4. Sales Practices
5. Unfair Business Practices
7. Explain why it is important to have a clear refund and cancellation policy and what is required if there are
potential price increases.
Response
It is important as consumers will be conscious during course of purchasing if retailer did not give any sort
of guarantee. This policy provides customer a sense of security and assurance.
If there is rise in the potential price, there will be also increase in the cost of selling products and it will
give management stress, as they need to put extra time and human resource in order to deal with refunds
products.
8. Describe the importance of providing accurate product information to customers in order to provide quality
customer service.
Response
Every organisation is require to full disclose any important information and do as per the promise as it will
satisfy customers from all perspective and also increase good will in the market.
9. In order to provide quality customer service, it is important to establish your target market. Provide 4
questions you should consider when developing a clear customer profile.
Response
1. Who are my target groups of consumers?
2. What is their gender group and age?
3. What are their buying habit?
4.What is their frequency of buying?
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10. Why is consistency crucial to providing quality customer service?
Response
1. Ensuring that consumers are getting quality service every time they visit.
2. To make customer understand that company always focus on quality aspects.
3. To build reputation in the market.
11. Describe five common principles of customer service in detail.
Response
1.Know your customers
The key to good customer service is developing of good relationships with consumers as a happy
customer will return frequently and also likely to spend more.
2.Customer relationships
For building good customer relationship, the company needs to greet customers, and making them aware
about various aspects.
3.Staff
Require good communication and skills in staff. Moreover, leadership skills and excellent customer
service.
4.Complaint
Looking for customer complaint, appreciate feedback and so on.
5.Products
Know about every aspects of the products, and ensure that staff can tell customers effectively about the
products and benefits.
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12. Suggest three service standards to encourage quality customer service for your specific industry.
Response
1. Fast response – Customer request should be respond fast, for example, in fast food shop, food should
be serve in 10 minutes and 15 to 20 mins in restaurants.
2. React appropriately – Show customer that you are dealing with their request adequately.
3.Follow up –Follow up customer complaints rather than avoid to improve the services.
13. Describe 3 industry schemes aimed at improving customer service, including 1 relevant to your work area
Response
1. Rating of customers
2.Rating of restaurant
3.customer feedback form
14. Define continuous improvement and explain how this process contributes to effective customer service.
Response
A continuous and on-going effort for improving products, services and processes. A company need to
consider various aspects such as –
 Goal for zero defects,
 Effect of technology on customer and business.
 Product life cycles are diminishing.
 The loyalty of customer is decreasing and customers are now just looking for products which best
met their needs, not necessary who is offering it.
15. Explain why it is essential to have an effective complaint handling procedure.
Response
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 It make easy to identify root causes.
 A room called for improvement and modern complaints management system help in tracking of
root cause and gives various measure to improvement.
 It helps in progress and improvement which leads to increased profitability, customer satisfaction
and reduced costs.
16. If you are faced with an escalating complaint, why is it necessary to involve management?
Response
Involvement of management is necessary, as I cannot handle the escalating complaint by myself. If I hold
this complaint for long, it may cause serious threat and so it better to involve management in this
procedure.
17. List three ways you can set a positive example for customer service as a manager.
Response
1. Establish good relationship with every consumers.
2. Be a calm, helpful and happy manager while interaction with the customers.
3. Be responsive and consider customer needs deliberately while understanding the needs aprropriately.
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18. Why should specific preferences of regular customers be communicated and shared with all staff?
Response
It help staff to deliver consistent service and make customer feel more comfortable. The customer can
later on bring more numbers of new customers.
19. It is necessary for service standards to be communicated to and followed by both new and old staff. Which
policies and procedures can be used to assist in setting standards? Provide 3 examples.
Response
1. Recruitment policy – Every staff will go through a job induction before staff starts working.
2. Internet and Email policy – Guideline about the organisation policies and procedures can set by
every new or old staff.
3. Conduct staff information sessions and gives staff handbook.
20. List 10 examples of policies and procedures which are commonly used in organisations to set standards for
customer service:
Response
1.Recruitment Policy
2.Non-Smoking Policy
3.Mobile Phone Policy
4.Code of conduct
5.Email and Internet policy
6.Health and Safety Policy
7.Grievance Handling Policy
8.Discipline and termination policy
9. Anti-discrimination and Harassment Policy.
10.Drug and Alcohol policy
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21. How can changes in technology affect the business’ customer service practices?
Response
It can be done with the help of various practices like using of multi-media comments like Facebook,
Twitter, etc. as most of time people leave their comments relating to food, restaurant service, etc. in this
multimedia. Moreover, personalising the application on android and Ios will also be good as some of
customer use these applications for the purpose of booking orders.
22. How can management changes and organisational restructures affect the business’ customer service
practices?
Response
It will impact on decreasing customer loyalty to the organisation and make leave them to other similar
businesses.
23. Describe three methods of formal and informal customer research you can implement to determine your
existing level of customer service.
Response
1. Customer surveys, talk to the customers.
2.Observation
3.KPIs.
24. You are reviewing feedback received from customers. List 4 aspects you will review and what this would
involve to evaluate responses critically.
Response
1. What customer feel about the food, service and price?
2. How customer perceive our corporate competitors?
3. What customer do next expect from our business?
4. Will they recommend our service to others and return to us in future?
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25. While you are working a shift, you witness an employee get into an argument with a customer regarding a
delay in service. You record the incident and notice that there has recently been an increasing number of
disputes between staff members and customers. What would this indicate to you in terms of processes in
place and processes potentially lacking?
Response
It can be noted that staff is lacking experience in dealing with customer complaints. Moreover, company
is also lacking of a system for resolving the customer complaints and in following up.
26. In order to improve the quality of customer service delivered by a business, the existing level of service must
be determined. List 4 ways of obtaining customer feedback about your level of service:
Response
1.KPIs
2.Customer feedback form
3.Organisational standards
4. Customer surveys.
27. List 2 things that must occur when a change or improvement needs to be implemented:
Response
1. Communication needs to be done with all the staffs.
2. A hard copy is need to deliver to all staffs.
28. Why is it important to communicate your policies and procedures to your staff and customers?
Response
It will help us to get their point of view in the form of feedback and we can also analyse their reactions as
it will help to identify whether they understand new policies or not.
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29. List 3 common ways to make your policies and procedures readily available to your customers?
Response
1. Delivering handbook to all staff.
2. Post on website.
3. Conduct staff information sessions.
30. Answer the following questions in relation to the data report below:
The following data report provides you with a summary of customer surveys that were recently conducted for
the “Coloured Sands Resort”. There were 200 customers who participated in this survey. Each customer was
provided with a questionnaire. The data was analysed and entered in the format below to provide a summary
report.
You are required to review the summary, check the accuracy of figures and perform simple calculations to
reflect percentages. Analyse the provided data and identify areas that need further improvement and actions by
answering all questions below.
Scale Reception Room Service
and
Housekeeping
Restaurant Tours Seaside Entertainment
Very Good (108)
Reception
service on
arrival is
good.
(36) (58) Buffet is
good
(52) Lots of
variety of food
(24) Excellent
(74) Good
tours
(74) good access
to the beach
(39) Swimming
pool is nice.
(88) the staff is
excellent
(80) Many
interesting
activities for all
Good (80) (22) (66) Very good
food.
(64) good
organisatio
n of tours
(40) all good (32) very good
entertainment
options
Not Good (6) Rooms are
too small
(56) Towels
are dirty
(10)
housekeeping
staff not able
to help
(46) Rooms
are not very
clean.
(30)
expensive
tours
(4) didn’t like the
beach side
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No
Comment
12 24 32
Total 200 200 200 200 200 200
a. Express the responses collected as percentages in each category (very good, good, etc.). Provide a
critical reflection on each department outlining which service aspects and operational factors you
should further investigate to help improve customer satisfaction. (For example why have some
customers not commented – how could this improved, e.g. by providing incentives; is the survey
specific enough to provide feedback for specific areas?)
Response
Scales in
%
Reception Room Service
&
Housekeeping
Restaurant Tours Seaside Entertainment
Very
Good
54% 18% 67% 37% 56.5% 84%
Good 40% 11% 33% 32% 20% 16%
Not Good 3%, 28%, 5%,
23%
15% 2%
No
Comment
6% 12% 16%
As per the comments, it is mentioned that rooms and towels are not clean enough and
housekeepers are also not helpful. This shows that the Dept. Manager is not supervising their
staff effectively and staff needs more training with housekeeping skills.
Moreover, Some customers are also not leaving feedback in Tours and Seaside and thus it is
require to conduct a face-to-face interview to identify why they are not leaving feedback.
b. Suggest a suitable customer service strategy that can be implemented in the department which you
have identified as the major problem area to improve the customer service practice in that
area/department. Who should be involved and what would this require in terms of
participation/involvement and communication?
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Response
Room Service and Housekeeping Dept.-
Reward and punishment strategy - Random checking by Dept. managers.
Providing training –
Coaching and mentoring, on job training and professional training consultants.
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