Evaluating Customer Service in Newsagents

The assignment content discusses the importance of customer service in a newsagency setting. It highlights two newsagents, one that provides average service and another that provides excellent service. The average-service-providing newsagent fails to create a close bond with customers, resulting in an uncomfortable shopping experience for them. On the other hand, the excellent-service-providing newsagent is friendly and bonding with customers, making them feel comfortable and valued. The assignment also explores how businesses can retain their customer base by meeting the psychological needs of customers. It suggests that businesses should focus on building strong relationships with customers by communicating effectively and adapting processes to improve customer satisfaction.

Lecture Assessment 1
Individual Knowledge Test & Case Study
Unit: BSBCUS401 Coordinate implementation of customer service
strategies
Qualification: BSB42618 Certificate IV in New Small Business
BSB42415 Certificate IV in Marketing & Communication
Training
Package: BSB Business Services
Due date: Week 4 Assessment Type:
Individual Knowledge Test & Case Study
Student
Name:
Student
No:
By submitting this Assessment I acknowledge my understanding
of plagiarism
Plagiarism
All work must be done individually. Copied work will not be accepted and
could lead to an “academic non-performance” rating. Plagiarism by a
student will result in an automatic ‘NYS’, and as well as being recorded,
may result in further disciplinary action such as a student’s exclusion from
a course. Plagiarism is presenting and using someone else’s work,
writings or ideas as your own with or without their consent.
V2019.2
/tmp/tmpm_84ro6u.doc
Page 1 of 15
RTO 90982
CRICOS 02599C

Assessment submission rules and conditions
I have read and agree to the assessment guidelines conditions below.
1. The purpose of this activity is to assess your knowledge and skills of the unit.
2. If you have any considerations that may affect your performance in the
assessment please inform your assessor immediately. Your assessor will
provide you with a suitable alternative to complete this assessment.
3. To gain competency for this assessment, demonstrate competency in activity
tasks by the due date.
4. Student downloads the assessment through Moodle.
5. Student completes the assessment cover page ensuring they have written
their name and student number. Online submission opens one week prior to
due week and cut off date is set on Saturday at 11:55pm in the week of due
date.
6. In case of late submission, the student is only able to submit the assessment
with permission. The Student is first required to see student services and
make late submission fee payment before submitting the assessment after
due date. The student service officer issues the receipt and student is
required to see Trainer to submit the assessment. The trainer will grant
extension on Moodle for the student to re-submit their assessment.
7. The student will receive results within 2 weeks from due week, resulting in a
determination of Satisfactory (S) or Not Yet Satisfactory (NYS) for the task and
this result will be displayed on Moodle.
8. In case of ‘NYS’ (not yet satisfactory) result of the assessment, the student is
given an opportunity to re-attempt and submit the assessment by an agreed
date with their assessor or as soon as possible within the duration of the unit.
The trainer will grant extension on Moodle for the student to re-submit their
assessment, cut off date of re-submission is Saturday at 11:55pm in week 8.
Re-attempted assessments submitted during the term will not incur penalty.
9. The re-attempted work must address the specific performance tasks beyond
doubt for the assessor to issue a satisfactory (S) result. The system allows the
student to re-attempt online two times within the duration of the unit. Student
is required to meet their assessor before submitting the third re-attempt. The
assessor will grant extension manually only by request. A repeat NYS outcome
could lead to an administration fee.
V2019.2
/tmp/tmpm_84ro6u.doc
Page 2 of 15

10.Any re-submission or late submission occurring during week 8, the student is
required to see trainer before submitting the late or re-assessment. The
trainer will grant extension on Moodle by request only and the submission
will be closed on Saturday at 11:55pm in week 8.
11.Any re-submission or late submission occurring during week 9, the student is
required to see trainer before submitting the late or re-assessment. The
trainer will grant extension on Moodle by request only for 15 minutes.
Therefore students should be ready to submit their assessment before going
to see the trainer.
12.All work must be done individually. Copied work will not be accepted and
could lead to an academic "non-performance” rating. See below about
Plagiarism.
Plagiarism
Plagiarism by a student will result in an automatic ‘NYS’, and as well as being
recorded, may result in further disciplinary action such as a student’s
exclusion from a course. Plagiarism is presenting and using someone else’s
work, writings or ideas as your own with or without their consent.
Some examples of plagiarism as follows
 Presenting work by another individual as one’s own unintentionally
 Handing in assessments markedly similar to or copied from another
student
 Handing in assessments without the sufficient acknowledgement of
sources used, including assessments taken totally or in part from the
Internet
13.Appeal process - If you feel the decision made by your assessor was incorrect
please refer to your Student Handbook for information on assessment appeals
for the required steps to appeal this decision. Download the assessment you
want to appeal and complete the appeal box in Feedback Evaluation Sheet by
signing as to whether you wish to appeal. You are required to hand the hard
copy in to student services.
Submission requirements
If an assessment is not submitted in accordance with the submission
requirements then it will be deemed as being non-compliant. Non-compliant
submissions result in pending on being marked and /or recorded NYS.
V2019.2
/tmp/tmpm_84ro6u.doc
Page 3 of 15

 All submissions must be done by PDF file. The Student is required to
convert word file assessments, PowerPoint presentation and other
attachments to PDF before submitting unless the evidence is required to
submit its original format (eg. word or excel).
 The first page in the file must be cover page. Both the cover page must
contain student name and student number.
 The Student is allowed by default to upload up to five documents on each
submission. You must upload each file separately. You must not upload zip
file.
 Submissions from overseas are not allowed as students are required to be
in Australia to attend their regular classes.
Late submission
Late submission arises in two cases.
1. Student does not submit the assessment in time because of their own
fault. In this case, the student is required to make late submission fee of
$50 before submitting the assessment after the due date.
2. Student has approved leave. In this case, the student is exempted from
the late submission fee payment. The student is required to show their
deferment approve letter from the college to their trainer. The trainer will
re-open the submission on Moodle for the student.
I have read and agree to the assessment guideline conditions above.
V2019.2
/tmp/tmpm_84ro6u.doc
Page 4 of 15

Task 1 Knowledge Test - Individual
Assessment instructions:
Answer all the questions and use the internet to find out the Customer
Service Guidelines by NSW Department of Fair Trading.
1. How do you define a good customer service? List and explain at least
4 principles of customer service which leads to customer satisfaction.
Visit: https://www.business.gov.au/people/customers
Customer service is an important part of the business and it is the
services that is offered by the employees to its customers to help solve
their issues after they have purchased goods and services. A good
customer service is defined as a service that is placed at the heart of
the business model and aims at target potential customers. There are
four principles that defines a good customer service that leads to
maximum customer satisfaction. These principles are:
Firstly, the customer service should be placed close to the customers
and provide contextual in-product help to the customer wherever
possible (Business.gov.au, 2019).
Secondly, making it easy for the customers for finding answers to all
their query.
Thirdly, customer service should be consistent one without much
fluctuation.
Fourth principle is closing the loops in the customer service.
V2019.2
/tmp/tmpm_84ro6u.doc
Page 5 of 15

2. Explain different sources of information and communication
techniques to assess customer service needs and review customer
satisfaction.
There are different sources of information that can be used to assess
the customer service needs such as feedback from customers collected
through survey, customer interview and customer support all logs.
Further, information can be collected from interviewing stakeholders,
mapping the customer processes and customer journey and from
conducting market research on potential customers.
The communication techniques used to assess the needs of the
customers are both verbal and non-verbal methods. Verbal
communication method that will be used are interview with the
customers and non-verbal methods are survey and assessing customer
support logs (Business.qld.gov.au, 2019).
3. Choose an organisation/company or your workplace. In your own
words, explain organisational business structure, product and service
related to customer service of your chosen company.
The organization business structure in the Westpac Bank seen that
there are top management in the organization including top executives.
Among them is there is chief executive consumer that is responsible for
the end to end relationships with the customers and includes all
consumer distribution, digital marketing, banking and other products
and services. Thus, customer service is also seen in the top
management structure (Westpac.com.au, 2019a).
The company also take and simplifying our services and products for
helping the customers improve their financial resilience. The product
and service covered under customer service of Westpac Bank is
hardships in financial service such as money invested in Westpac
Climate Bond, Green Bond, Carbon Deal Team and others. Further,
customer service related to banking products like debit card, credit,
personal loans, mortgages and others.
V2019.2
/tmp/tmpm_84ro6u.doc
Page 6 of 15

4. What are the product and service standards to the customer of your
chosen organisation?
The products standards that the bank maintains to offer to its customer
is day to day savings accounts to meet the customer specific needs.
There are various types of savings account that is being used Westpac
Choice- concession holders which is a low cost transaction account,
Westpac 55+ and retired account which is a concession card for retirees
aged 55. In addition to this, it is seen that the bank also offers standard
services, which is divided into categories such as branches, online,
talking ATMs and others. The company also offers services for the deaf
and people that have impairment in speech or hearing. Every service
has given a different number in which they can call for assistant with
the bank (Westpac.com.au, 2019b). The standard of the service is of high
quality with top quality technical abilities such as audio ATM, online
web accessibility guidelines and others. Thus, both products and
services of Westpac Bank are of high quality with all modern
technology.
5. Give example of best practice models in customer service delivery.
The new model of customer oriented service based on two divisions
such as consumer bank and commercial and business bank. The
consumer bank division offers consumer banking products and services.
Commercial and business bank is responsible for serving small and
medium size enterprises. This is the new operating model to accelerate
the consumer service resolution (Westpac.com.au, 2019c). This is done to
accelerate the customer focused strategy in the bank and improve the
customer service delivery system.
6. Describe organisational policies and procedures for customer service
of your workplace or chosen organisation in your own words.
The customer service department of the Westpac bank is responsible
V2019.2
/tmp/tmpm_84ro6u.doc
Page 7 of 15

for providing financial service help to the customers. There is strong
customer service provision in the bank because it holds 12.2 million
customers. The policy of the bank is to offer high quality and timely
services to the customers related to any products and services. The
general services offered by the bank are opening bank accounts, apply
for home loans, credit cards and personal loans. There is also services
offered to various other kinds of services like insurance,
superannuation, financial planning and share trading. The service that
the bank offers are divided into various procedures such as personal,
business and corporate (Westpac.com.au, 2019d). The procedure involved in
customer service is through call and chat. There are different phone
numbers for personal customers, business customers and corporate
customers. The customer service is offered between 8 A.m. to 8 P.M.
and available 24/7.
7. Give example of customer complaints and possible follow up of those
complaints.
The customer complaints that was received by the bank in the few
months was related to ATM services that there ATM transaction is
failing. The Westpac bank customer service staffs called the customer
that lodged the complaint within 24 hours and in case the issue is not
resolved within 48 hours then the customers are free to contact the
customer service advocate (Westpac.com.au, 2019e).
8. For each of the questions below place a tick in either the “Correct” or
“Not Correct” column.
Questi
on
Numbe
r
QUESTIONS Corre
ct
NOT
Corre
ct
1 Listening to customers is TWICE as important as talking to
customers.
2 Supervisors must also listen closely to the customer service
improvements that the staff might suggest.
V2019.2
/tmp/tmpm_84ro6u.doc
Page 8 of 15

3 Asking lots of questions is often important to fully understand
the problem.
4 While the answer is being given we should be thinking of the
next question to ask. Is this correct communication technique?
5 Feedback from the customer should be confirmed with them
before moving forward towards solving the problem. Is this
correct technique?
6 Silent acknowledgement might be nodding, smiling and
showing agreement.
7 Poor Listening would be to interrupt the speaker, concentrate
on something else or to think of a solution while they are still
explaining the problem.
8 Personal space varies from one person to another and one
culture to another.
9 Body language is often more believable than what a person
actually says.
10 To have a good customer service we must FIRST have a good
customer feedback system. Is this correct?
11 Adopting a Continuous Improvement system for customer
service is REALLY important for a Company wanting to provide
good standards. Correct?
12 If a complaint customer is shouting and rude it is OK to shout
and be rude in reply. Correct?
13 Loyal customers are REALLY important to a Company. Correct?
14 A rewards program is designed to identify and reward repeat
customers.
15 Websites should be designed to enable your Company to
communicate REALLY well with your customers in many
different ways. Correct?
16 Customers should be able to join Blogs and Suggestion
Surveys so that your products and service can be improved.
Correct?
17 Smiling and having a “smiling” voice are really good skills to
use.
18 Using a customer’s name often will make them feel really
special. Correct?
19 Doing what you have promised is an ESSENTIAL feature of
good customer service. Correct?
20 Dressing correctly and smartly is important in creating a good
first impression.
21 Privacy Laws insist that a Company protect the customer’s
contact details.
22 OH&S laws are there to protect workers but not the
customers. Correct?
23 We must discriminate against customers by race or sex.
Correct?
24 Quantitative Analysis involves “crunching” and considering
numbers.
25 Qualitative Analysis involves collecting and considering
people’s opinions.
V2019.2
/tmp/tmpm_84ro6u.doc
Page 9 of 15

Task 2 Case Study
Read the case study below and answer all the questions that follow.
THE LOCAL NEWSAGENT
In Laura’s community there is only one newsagent. It stocks a large range of
goods and is well laid out and clean. Laura runs a small business from her home
and finds herself popping into the newsagent’s at least once a week. Her
purchases range from $3 to $15 most weeks.
Despite the fact that she is in there so frequently, the owner never appears to
recognise her. The owner is always business-like and efficient, however, and
always gives the correct change. Laura doesn’t particularly enjoy going there, but
there is no other newsagent so close to home.
Then that changes. Another newsagent opened at the other end of the main row
of shops. It is equally convenient for Laura to go there, so she called in the next
time she needed stationery supplies. The women greeted her and introduced
herself as Chris, asking whether she could help Laura find anything in particular.
‘No thanks, I’ll just have a look around first,’ Laura replies.
Laura concluded that, although the shop isn’t quite as well stocked as the other
one, it will easily supply her needs. She paid for what she wanted and thanked
Chris, who cheerfully said, ‘Thanks. See you next time!’
Laura now purchases all her stationery needs from the second newsagency. She
enjoys going in there and having a quick chat with Chris while she browses and
picks up supplies. Laura’s expenditure now averages between $7 & $22.
1. How would you rate the level of service provided by the two
newsagents? Compare the two and provide reasons what you think
are the differences in the level of service provided?
1 = Good Service 2 = Great service 3= Average Service 4= Poor
Service 5= Bad Service
a) Newsagent 1
i. Service = ___3___________________________
V2019.2
/tmp/tmpm_84ro6u.doc
Page 10 of 15

ii. Reasons
The owner is not that customer centric and does not create close bond with the
customers that come in store. This makes the customer feel bad and
uncomfortable in the store.
b) Newsagent 2
i. Service = __2____________________________
ii. Reasons
The owner of the store is very friendly and bonding with the customers. She looks
after the customers personally and make sure that their needs are met.
Customers feel comfortable to go to this store.
2 Laura shopped at the first newsagency regularly, does this make her
a loyal customer? Has the first newsagency confused a loyal
customer with a customer who is receiving customer satisfaction?
a. Why is this dangerous for a business?
It is dangerous for the business because the store will fail to retain back its actual
and true loyal customers, while providing customer service to Laura who is not a
loyal customer.
V2019.2
/tmp/tmpm_84ro6u.doc
Page 11 of 15

b. How would you advice the first newsagent to proceed to retain their
customer base? In your answer, include a discussion on meeting the
psychological needs of customers.
To retain their customers the first store should always try and keep close contact with the
customers by personally communicating with them effectively. The owner should make
the customer feel comfortable by making maximum interaction with them.
3. List 5 opportunities for the newsagency to provide “sensational
moments of truth”?
 Listening effectively with the customer
 Learning the journey of the customer
 Engaging with the customers in each moment
 Adapting processes to improve first three steps
 Offer timely customer service
V2019.2
/tmp/tmpm_84ro6u.doc
Page 12 of 15

References
Business.gov.au. (2019). Customers. Retrieved from
https://www.business.gov.au/people/customers
Business.qld.gov.au. (2019). Identifying customer needs | Business Queensland. Retrieved
from https://www.business.qld.gov.au/starting-business/planning/market-customer-research/
researching-customers/customer-needs
Westpac.com.au. (2019a). Westpac Group’s new operating model to accelerate Service
Revolution | Westpac. Retrieved from
https://www.westpac.com.au/about-westpac/media/media-releases/2015/10-june/
Westpac.com.au. (2019b). Feedback and complaints. Retrieved from
https://www.westpac.com.au/contact-us/feedback-complaints/
Westpac.com.au. (2019c). Your Customer Advocate. Retrieved from
https://www.westpac.com.au/contact-us/your-customer-advocate/
Westpac.com.au. (2019d). Accessible products and services. Retrieved from
https://www.westpac.com.au/about-westpac/westpac-group/corporate-governance/
Accessibility/accessible-products-services/
Westpac.com.au. (2019e). Customer initiatives. Retrieved from
https://www.westpac.com.au/about-westpac/sustainability/initiatives-for-you/customers/
V2019.2
/tmp/tmpm_84ro6u.doc
Page 13 of 15

Lecture Assessment 1
Individual Knowledge Test &Case Study
Feedback Evaluation Sheet
ASSESSOR’S
NAME:
UNIT NAME: BSBCUS401 Coordinate implementation of
customer service strategies
Has the learner proven they can: YES NO
Outline the principles of customer service
Explain sources of information an techniques for identifying customer
needs and reviewing customer satisfaction
Explain organisational business structure, products and service related
to customer service
Describe product and service standards and best practice models
Identify organisational policies and procedures for customer service
Examples of customer complaints and feedback
Display knowledge of advising on customer service needs appropriately
and knowledge of supporting the implementation of customer service
strategies?
Provide suggestions on how to improve customer service.
FEEDBACK TO STUDENT:
Assessment
Outcome

Satisfactory  Not Yet Satisfactory
 Re-
assess
ment
require
d
Assessor
Signatur
e
ASSESSOR’S DECLARATION:
I hereby certify that the above student has been assessed by myself and all
assessments are carried out as per the Academy’s Assessment Policy &
Procedure.
____________________________ Date: ______________
ASSESSOR SIGNATURE
V2019.2
/tmp/tmpm_84ro6u.doc
Page 14 of 15

APPEAL PROCESS:
I would like to appeal the outcome of this assessment as per the appeals
procedure in the Student Handbook
Student’s signature: _______________________ Date: __________________
V2019.2
/tmp/tmpm_84ro6u.doc
Page 15 of 15