(BSBCUS401)- Coordinate Implementation of Customer Service Strategies

BSBCUS401 Coordinate implementation of customer service strategies
Knowledge Questions v2.0 (2017/10/30)
BSBCUS401 Coordinate implementation of customer
service strategies
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Knowledge questions
Carefully read through each question. In your response, you should use terms and phrases that
you defined in your previous assessment. Reflect on your learning unit, including video links, links
to other resources, and your own research.
Please note: Where the response does sufficiently demonstrate your knowledge in this
assessment, your submission will be returned to you for resubmission.
1. Identify and fully explain the term Customer Service Strategies. Provide examples of how
these strategies can be implemented within any organisation.
Customer service an effective customer care strategy is essential to the growth of
your business. ... A customer care strategy plays an important role in
building customer satisfaction, helping you to retain loyal customers and increase
levels of repeat business.
A customer service strategy consists of:
A Vision for Customer Service
Communicating the customer service vision is an important first step in service
strategy. Employees need to understand their role in meeting the needs of
customers and how their work contributes to the vision. It is easy to recognize
businesses that are strong in service and those that aren't. Service training is the
key to a great customer service experience.
Assessing Customer Needs
It is important to find out what the customer needs and expects. There are
several approaches to soliciting customer feedback. It can be done by using
customer comment cards, satisfaction surveys or focus groups. Each method can
be used to acquire feedback that can then be used to develop a plan that strives
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BSBCUS401 Coordinate implementation of customer service strategies
Knowledge Questions v2.0 (2017/10/30)
to exceed customer expectations.
Customer expectations change at a rapid pace and many organizations fall short
when they THINK they know what the customer wants without asking them.
Unfortunately, some businesses waste a lot of time and money developing
products and services that don't meet customer expectations. Successful
organizations have learned to find out what the customer wants and to develop
products and services that meet those expectations. It is also important to
remember that customer expectations are a moving target and what a customer
wants today could be very different tomorrow.
Hiring for Service
Successful organizations have figured out how to hire service-oriented employees.
This is done by screening potential candidates that have a natural tendency for
service. Technical skills can be taught but personality and attitude cannot.
Therefore, not every employee should be interacting with customers.
Organizational Goals for Customer Service
Customer satisfaction should be measured against identified customer
needs. There should be measurable customer satisfaction goals, and
employees should be aware of those goals so they can help the
organization achieve its service objective.
Customer Service Training
Every business should develop customized employee training that expresses the
organization's approach to service. This should be practical teaching that
demonstrates how the employee is expected to respond in all service
interactions. This would include how to answer the telephone, respond to
complaints, fulfil a customer need or provide a basic service recovery. Much of
this can be spelled out with defined customer service standards that dictate basic
employee behaviour.
Employee Accountability
Employees should be held accountable for the organization's customer
satisfaction goals. Achieving these goals should be a cultural norm that is
incorporated into the performance management process. It is imperative that all
employees understand the part they play and the responsibility they have for
helping to achieve the organization's overall customer satisfaction goals.
Rewarding Good Service
Strong service behaviours are reinforced through a defined reward and
recognition system. This ensures that employees receive positive feedback when
they exhibit the desired customer service behaviours.
Any successful organization understands the importance of a strong service
culture. This is accomplished by creating systems and processes that help to
identify who the customers are and what the customers want, and developing
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BSBCUS401 Coordinate implementation of customer service strategies
Knowledge Questions v2.0 (2017/10/30)
strategies to achieve those expectations.
2. Explain different strategies that can be applied for securing customer feedback. In your
response, you should identify and describe the value of implementing, analysing, and
responding to customer feedback for all stakeholders.
The different strategies that can be used for the collection of customer feedback can be
enlisted as follows:
Customer feedback services: The use of tools such as Qualaroo helps in acquiring
feedback from customers that helps in understanding about the quality of product and
the level of customer satisfaction level
Customer contact forms and Email: It helps in acquiring spontaneous feedbacks from the
customer and estimating customer expectations
Conducting usability tests: Usability tests help in acquiring feedback about website and
web-related products
Customer interviews: In-depth customer interviews helps in understanding what are the
new features that the customers would like to be incorporated within the product
Social media: Polling survey helps in estimating the popularity of a target product
Comment forums: Comment boxes at the end of pages help in gaining candid feedbacks
from consumers about the quality of the product
On-site activity: Analytics help in understanding how the consumers are associating
themselves with the use of products
Feedback collected through websites: Helps in evaluating consumer responses at
frequent intervals
On the basis of the product characteristics, the appropriate feedback strategy should be
implemented. Further, the collected response must be analysed so as to render
continuous quality improvement of the products and to ensure that the product can be
evaluated critically as per the customer responses and steps can be taken to improvise
the quality. This would ensure better customer experience (secondary stakeholder) and
also improve the business output of the concerned organization (primary stakeholder)
3. Identify at least three situations where competitive intelligence can assist in developing
services within an organisation. Undertake your own research, and reflect on different
processes/practices that could be applied to gain competitive intelligence.
Competitive intelligence guides the decision makers to take important decisions that help
in the planning and implementation of a suitable business strategy that yields improved
returns. The best attributes of competitive intelligence can be considered as the ability to
undertake smarter decisions, gain an advantage, avoid the misfortune of conducting
expensive mistakes, avoid nasty surprises, predict the moves of the rival organizations
and predict the changes within an organization. In addition to this, clearly identifying
consumer needs, improving the organization internally and discovering the best solution
to expand business operations can also help in avoiding missed opportunities of poor
decision making. Therefore the three situations where competitive intelligence can be
used to develop services within an organization would include conducting a market
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