Coordinate Implementation of Customer Service Strategies

This document discusses the process of coordinating and implementing customer service strategies to improve customer satisfaction and meet their needs. It includes tasks such as planning the implementation schedule, gaining necessary approvals, providing templates for customer service letters, and monitoring customer satisfaction. The document also provides examples and recommendations for future improvements.

BSBCUS401 Coordinate implementation of customer service strategies
Project v2.0 (2017/10/30)
BSBCUS401 Coordinate implementation of customer
service strategies
Name Nicole Swift
Email address [e-mail]
Assessment
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Project
Carefully review the material presented in this unit and the activities you have previously
completed. You should reflect on your learning, your own research, and your previous case
studies within this unit.
Complete the following project tasks, and submit all of the required documentation.
With reference to the case study, complete the follow tasks.
In the case study assessment, you identified strategies and opportunities to improve customer
service and meet the needs of customers. You presented and promoted these ideas to the
appropriate organisational individuals and groups. It is now appropriate to organise the
implementation of those strategies.
Task 1
Before implementation, you will need to plan the implementation schedule and identify the who,
what, when, and how. Select one customer service objective. Then, in a report—a table may be
used—identify the following:
 The customer service objective, e.g. What is the customer service goal?
 The customer service strategy that is to be implemented, e.g. What steps are required to
achieve the goal?
 The activities/tasks involved in the implementation, e.g. a list of the activities/tasks that need
to be undertaken
 The staff required, e.g. all staff, specific departmental staff (marketing, sales, etc.), new casual
employees, etc.
 Budget, e.g. financial resources required (costs to cover telemarketing phone calls, printing,
advertising, newsletters, etc.), total estimated costs
 Other physical resources or supplies, e.g. display stands, promotional boards, customer
database, etc.
 A schedule of timeframes for the activities/tasks, e.g. Gantt chart
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BSBCUS401 Coordinate implementation of customer service strategies
Project v2.0 (2017/10/30)
 What resource and activity approvals need to be arranged and with whom, i.e. job
role/position to be identified (names are not required). If you are the responsible person and
no further approvals are required, then this should be indicated in your report.
The customer service goal would be to provide a suitable dental service to those coming for
treatment by healing them of their dental issues.
The customer service strategies could be attained by the following means –
To provide timely services to the customers
To modify the orders as per requirement of the customers
To have young and efficient staff having knowledge in computers and other advanced
technologies
To retain the existing patients and attract new ones
To train the staff on requisite skills
To make the service staff accountable of their duties
To reward the staff for delivering an efficient service
These are the steps listed above to attain the customer service goal.
Recruitment of staff is an important aspect and efficient staff need to be recruited having
knowledge of dentistry and aptitude for training to further improve their expertise.
A budget worth $12000 is affixed for the purpose considering the advertising expenses,
newsletter printing and others.
Tasks
1st
week
2nd
week
3rd
week
4th
week
5th
week
6th
week
7th
week
8th
week
Renovation of the clinic
Arranging different
equipment to provide timely
services to customers
Hiring efficient staff
Training staff and orientation
program
Arranging funds for the clinic
to accommodate new
technologies
Making courtesy call to the
existing patients to remind
them of the services
Proper accountability of the
staff in serving the customers
A new manager would be appointed to shoulder the responsibilities of the clinic and look into
its operational aspects
Task 2
Before implementing your plan, you need gain the necessary approvals and consult with
management and staff to gather their comments and commitment to achieving improved levels of
customer service. After you have received approval and management commitment, arrange a
meeting with your staff to discuss the customer service improvement plans and gain their
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BSBCUS401 Coordinate implementation of customer service strategies
Project v2.0 (2017/10/30)
agreement on the plan and overall customer service objectives. The meeting minutes are to be
provided to your assessor. The minutes should demonstrate:
 Discussion by staff to demonstrate commitment to achieving the customer service goals, e.g.
support implementation activities
 Discussion and agreement by individuals or small groups on activities/tasks, timeframes, and
physical and budget resources required
 Discussion and confirmation as to what, when, and how resources will be provided to
individuals/groups to enable them to complete the activities/tasks
Meeting Agenda:
Date –
Time –
Topic: Discussion with the operational manager on the issue of customer services
It would be better to start off with a staff orientation programme wherein efforts would be
made to let them understand the issues to be handled to satisfy the visitors. The training would
be centred on understanding the issues faced by the customers and they need to be motivated
by having an incentive model to deliver their best for commitment to the service goals (Hill &
Alexander, 2017).
The timeframe for the entire set-up has been affixed as 8 weeks right from renovation of the
clinic to proper accountability of the staffs in delivering the customer services. The most
important aspect to maintain a strong relationship with the existing customers and this
undertaken from the 6th week by making courtesy call to the customers and reminding of the
services due by the clinic. Hiring new staff and rightly training them in advanced technologies
would be quite effective in running the clinic well and indulge into promotional activities like
making courtesy calls to get attention of the targeted customers.
The resources would be allocated on limited basis to the staff specifically at the initial stage of
the project. Accordingly the tele-caller would be provided with a phone and customer database
with the target to book appointment on a daily basis and confirming the appointment to ensure
visit of the patient.
Task 3
As a manager, you need to provide templates of letters for staff to use as examples of the
standards and requirements of business letters when responding to customers’ difficulties and
complaints. Following the organisation’s procedures and using templates when resolving
customer difficulties and complaints both encourages prompt action and ensures a standard
approach in quality customer service. Customer complaints may be received from the customer
either as a letter, email, or phone call or orally. The letter templates should display the content,
structure, layout, and format of two types of customer service letters: formal and informal.
Procedures to resolve customer difficulties may include:
 External agencies, e.g. Ombudsman
 Item replacement
 Referrals to supervisor
 Refund of monies
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BSBCUS401 Coordinate implementation of customer service strategies
Project v2.0 (2017/10/30)
 Review of products or services
 Using conflict management techniques
Customer complaints may include:
 Administrative errors, such as incorrect invoices or prices
 Customer satisfaction with service quality
 Damaged goods or goods not delivered
 Delivery errors
 Products not delivered on time
 Service errors
 Specific e-business problems and issues:
 Difficulty accessing services
 Inactive links
 Not appreciating differing hardware and software
 Services not available
 Supply errors such as incorrect product delivered
 Time taken to access services
 Unfriendly website design
 Website faults
• Warehouse or store room errors, such as incorrect product delivered
Develop examples of two template customer service letters, that being informal and formal,
acknowledging the complaint and advising the customer of the actions that will be taken in order
to satisfy their needs as well as that the organisation will look forward to satisfying their needs in
the future. You should ensure that the templates are readable, appropriate, and mechanically
sound.
April 14, 2019
Manager,
Dental Clinic
Sydney
Subject: Refund of money
Dear Jon,
Hope you are doing well, it has been nice to get your attention on the services offered by us. I
on part of our clinic apologise to you for the issues you have encountered in recent times. You
are not satisfied with our service and asked for a refund. I apologise to you for not being able to
live up to your expectation. So I assure to have your money refunded and to continue our
relationship with you, we would offer the service at free of cost.
Hope this time we will be able to satisfy you with your dentistry services.
Sincerely.
April 14, 2019
Manager,
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BSBCUS401 Coordinate implementation of customer service strategies
Project v2.0 (2017/10/30)
Dental Clinic
Sydney
Subject: Refund of money
Dear Jon,
Hope you are in good health as I am the same over here, I have come to know your ordeal
while your visit to our clinic. I assure you top look into the matter and press to have your
money refunded, so that you will not get the same treatment again as you visit the next time.
We will forward you an official apology mail in this regard quite soon. And for the time being
please bear with us.
Sincerely
Task 4
Business strategies and standards are continually monitored and evaluated with the aim of
identifying areas for improvement. Continual improvement in customer service requires the
customer service systems and processes to be regularly and systematically monitored and
evaluated.
In case study assessment Task 1, you developed a questionnaire to gather feedback on customer
service needs and areas for improvement. Now, you need to re-evaluate the customer service
being provided by the business since the changes in customer service were implemented.
Using the reports from Tasks 1 and 2 of this assessment, identify five to eight key performance
indicators (KPIs) that you could use in monitoring and evaluating the current level of client
satisfaction with customer service. The KPIs need to relate to the business aims, objectives,
and/or strategies.
Develop a client satisfaction survey checklist using the following headings:
 KPI statement (list the KPIs under this heading)
 Satisfied (checkbox or tick)
 Not satisfied (checkbox or tick)
 Comments/further improvements
The key performance indicators (KPI) would be -
Customer retention
Rate of conversions
Website visit and making queries
In this case customer query and the conversion rate would be quite indicative as the clinic is a
new one and it would be necessary to have more number of queries to have a bigger
conversion rate.
Satisfaction –
The aspect of satisfaction could be understood by means of turnout at the clinic and referral
program run indicating the proportion of service satisfaction by the visitors.
Non-satisfaction –
The aspect of non-satisfaction could be understood by the number of customer complaints
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BSBCUS401 Coordinate implementation of customer service strategies
Project v2.0 (2017/10/30)
received at the clinic.
Further improvement –
It is noted that the clinic need to give due attention to the number of complaint it is receiving as
in the initial stage having a positive impression is quite important (Goodman, 2019). The issues
encountered need to be given proper attention by the manager and resolved at once for
delivering a superior level of service and maintaining it for a longer tenure.
Task 5
Step 1
Using the checklist from Task 4, conduct a survey with your customers to review client satisfaction
on the level of customer service currently being delivered.
The survey may be conducted using the Internet, email, or telephone, or it may be face to face.
You will need to gather a minimum of ten customer responses.
Customers may include:
 Corporate customers
 Individual members of the organisation
 Individual members of the public
 Internal or external
 Other agencies
Step 2
Analyse the feedback from the survey, and create a client satisfaction feedback report explaining
your findings, e.g. were the KPIs met? Has the level of client satisfaction with customer service
improved? If not, why? Are further improvements needed?
In your report, you will need to do the following:
 Refer to evidence gathered from the survey.
 Make a comment on the areas in customer service that have been improved and also where
further improvements could be made.
 Provide advice and make a recommendation on the future direction of client service
strategies for the business. Future directions should relate to the overall aims and objectives
of the business.
Are you happy with our service?
Yes
No
Neutral
Will you like to take our service in future?
Definitely
Never
Can’t say
What is the main USP of the service?
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BSBCUS401 Coordinate implementation of customer service strategies
Project v2.0 (2017/10/30)
Expertise
Service facilities
Medication
All of the above
Discussion:
The survey conducted came up with certain striking feedback as in most of the cases the clients
are quite happy with the services offered by the clinic. The expertise and services offered by the
clinic definitely strives to attain the business objectives. Again there are certain issues with the
customers regarding services which needs to be resolved at once to continue a fruitful
relationship with them. Prominent amongst them would be the issue of timely services to the
exiting patients, it is because during the weekends the clinic gets a rush and often the
appointment of the patients get delayed irritating them. So in this case the tele-calling team
could be rightly used by calling up the scheduled patients to appear for their appointment and
re-schedule the same as per convenience of the patients or the dentist. In this way unnecessary
crowding at the clinic could be avoided leading to a higher level of satisfaction for the
continuing patients making them to visit the clinic as per their requirement.
Task 6
The client satisfaction feedback information needs to be passed on to the manager and staff.
Arrange a meeting with the manager, staff, and any other interested parties to discuss your
findings from the client satisfaction survey. The meeting minutes are to be provided to your
assessor. The minutes should demonstrate:
 Discussion by the manager and staff to demonstrate acknowledgement of client satisfaction
successes and commitment to take steps to make improvements where required to maintain
customer service standards
 Discussion and agreement by individuals or small groups on activities/tasks to be undertaken
to improve customer service standards
Individuals and groups may include:
 Colleagues
 Committee
 Customers
 External organisation
 Line management
 Supervisor
Meeting Agenda:
Date –
Time –
Topic – Discussion of the customer survey feedback
Attendees: Operational manager, tele-calling team, front-desk staff and owner of the clinic
 A meeting need to be arranged with the colleagues to discus with the aspect of
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BSBCUS401 Coordinate implementation of customer service strategies
Project v2.0 (2017/10/30)
customer survey feedback undertaken to understand the needs and requirement of the
customers. It is understood that while most of the customers are happy with the
service but there are certain issues regarding services like delay in appointment, not
getting the right service amongst others. So a workshop need to be arranged with the
staff to make them more impromptu and maintain an updated database containing
information of the customers to resolve the complaints substantially (Goodman, 2019).
The tele-calling team need a proper strategy to keep in touch with the patients due to
be served by the clinic. Besides placing courtesy calls regarding reminder of the
appointment they would also call the patient to re-confirm their schedule so that they
does not need to wait at the clinic for a longer time. In this way the patients could be
served in a better way increasing their trustworthiness and footfall in the clinic.
Task 7
To be successful in quality customer service, records need to be maintained. This is to make past
and future comparisons and identify areas that may cause future issues and problems. In a
report, explain the role and purpose of maintaining systems, records, and reporting procedures in
ensuring continuous improvement in levels of customer service.
Information happens to be the primary organisational resource being required for extracting
quality business information. So an efficient recordkeeping process on part of the clinic would
be purposeful in having correct clinical records that would be trustworthy and would be
suitable for undertaking business decisions. It is mandatory to maintain updated records to
have an efficient flow of job in the clinic (Hill & Alexander, 2017). The database or record in this
case would be helpful in having reminders and booking appointment adjusting the date and
time of both the dentist and the patients to avoid clashes and delay in service. Further the
database would contain information of the old customers and effort would be made to
maintain contact with them to serve them if required. It is noted that the efficient recording on
part of the clinic would be helpful in averting the business related risks and implement a
requisite risk mitigation mechanism. This aspect of managing information would be governed
by the Government Information (Public Access) Act 2009.
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