ILM Level 2 - Meeting Customer Needs Assignment

This assignment covers basic principles of good customer care, customer care policy, benefits of customer service standards, barriers to good customer care, examples of good practice in customer care, difference between internal and external customers, needs and expectations of a customer, importance of meeting or exceeding customer expectations, dealing with complaints and difficult customers, collecting formal and informal feedback from customers, and interpreting feedback from customers.

ILM Level 2 – Meeting customer needs
Assignment
Centre Number: 072797 Centre Name: Specsavers Optical
Superstores
Learner
Registration No:
Learner
Name:
1. List basic principles associated with good customer care
Following are the basic principles associated with good customer care:
1. Speed: Responsiveness has the maximum impression on consumer based on which satisfaction is
actualized. First response time indicates how quickly the escalation of a consumer is acknowledged.
2. Accuracy: Customer care employees must be accurate enough in solving the query of customers at
the first instance. This does not increase satisfaction but may definitely create dissatisfaction, which
will result to poor loyalty.
3. Clarity: Consumers must be clarified about the process based which their service request will be
processed. This ensures the authenticity and transparency of service delivery within the stipulated
timeframe.
4. Transparency: For any service request, associated customer service employee must update the
status of the service progress directly to the customer, as this will help in reducing the confusion and
frustration among customers.
5. Accessibility: Often it becomes tardy for the service request to be placed by the consumers due to
the improper accessibility medium. Good customer care ensures simple yet channelized medium so
that consumers can easily contact customer support agents at any point of time.
2. Outline a company’s customer care policy
Specsavers Optical Superstores aims to bring the greatest expertise and service standards. All the
stores are owned locally and by professionals who opticians are offering best eye care.
The customer care promise of the organization is below:
“We want you to be completely happy with your purchase at Specsavers. If you have any concerns
within three months of the date of purchase, we will put it right. No quibble, no fuss.”
The customer care policy comprises of the following:
Contacting
Specsavers
People who feel that they need urgent eye care service, can visit the stores
listed in website. The stores are owned and operated by opticians due to which
best satisfaction will be achieved.
Questionnaire
emails
Feedback system through post service emails which will be started right after 14
days from first store visit. This is a form of survey called Maze to understand the
satisfaction of consumers.
Authorised
Service
Frames are sold only through the offline retail stores authorised Specsavers
sellers with Specsavers point of sale material.
Sending Feedback Direct feedback sharing procedure from the clients is also entertained by
clicking on the envelope at the customer service webpage so that consumers
can share their concern.

ILM Level 2 – Meeting customer needs
Assignment
3. Explain the benefits of an organisation having customer service standards
The most important use of customer service standards is to understand and confirm that management
whether consumers are getting the service that has been promised to them. For Specsavers Optical
Superstores, I have understood that customer service standard has helped the organization to
understand the core point of dissatisfaction and has always tried to reach out to the consumers for
nullifying the causes. This has helped the retail outlet to achieve best reputation and publicity in the
market within short time span.
Moreover, with the help of the standards Specsavers retail stores have able to create a clear, simple
and transparent way of communication with its clients, due to which redundancy of other departments
are reduced. Consumers are able to get their prosed service within correct deadline, which has resulted
in increasing their satisfaction. The amount of customer retention has also increased due to the
satisfaction achieved through customer service standards.
4. Outline common barriers to good customer care
Following are the barriers to good customer care:
Serial
No.
Barrier Explanation
1 Indifference The gap in quality of personal interaction between client and customer
service agent creates indifference. When the agents are not able to
address customer query promptly it creates negative impression among
clients.
2 Inattention Often the customer service agents fail to acknowledge the query or
service request placed by clients. This mostly occurs due to poor
attention. Once the client’s request is not acknowledged, it creates
negative image among clients.
3 Lack of
commitment
Customer service agents are often found not to follow-up with the client
regarding the progress of service delivery. In such a case, necessary
commitment is lacking and customer gets dissatisfied.
4 Scripted
communication
Most of the customer service agents try to deliver similar
acknowledgement to any or all clients with different service request. In
such cases, clients do not get the personal touch and they are not
satisfied.
5 Delayed
response
Even though consumers escalate service request or place new service
request, but agents are found to acknowledge the request after huge
amount of time. This impacts on the first reaction and creates
dissatisfaction among consumers.
Considering Specsavers, I have found that indifference, scripted communication and delayed response
are the main cause of dissatisfaction among clients. Employees need to be trained more so that each
client is dealt uniquely and response to first request is acknowledged at the earliest.

ILM Level 2 – Meeting customer needs
Assignment
5. Describe examples of good practice in customer care
Following are the examples of good practice in customer care:
1. Taking Responsibility: Specsavers always take the responsibility of its clients right from the first
service request. Moreover, it never closes the relationship with client after service delivery, rather it
keeps on asking feedback and client eye-sight status after frequent interval of time.
2. Address customer by name: In order to enhance the speciality of service and reach out deeper to
service delivery, Specsaversaddresses its clients by their name. This helps in ensuring specialized and
unique service where clients understand the value that they create in Specsavers.
3. Apologise: One of the best example of good practice that is followed by Specsavers is apology.
Specsavers believe that a heartfelt apology can disarm even the angriest of customers. At times when
acknowledgement of service enquiry is not done promptly, agents apologize to reduce the frustration of
clients.
6. Describe the difference between internal and external customers
Following are the differences between internal and external customers:
Internal Customer External Customer
1. Those individuals who directly purchases the
product of the company or the organization by
being the part of the corporation in a way or
other.
1. Those individuals are never the part of the
company and are considered as the target
audience for whom products are manufactured
by the organization.
2. These customers are associated with the
organization for service delivery or operational
purposes.
2. These customers are no way associated with
the organization.
3. Such consumers know better pros and cons of
the product.
3. Such consumers first experience the product
then come to know about pros and cons.
4. These consumers can get the products in low
price.
4. Due to market channels and intermediaries
these consumers buy the same products in
higher price.
5. Such customers can be the beneficiary in profit
for the sale of the product.
5. Such customers can never be the beneficiary
in profit for the sale of the product.
Considering Specsavers, it can be said that the external consumers are the main target audience of the
locality of London. These consumers are never the part of Specsavers and the entire revenue of the
company is dependant on them. However, internal consumers are mostly the employees within the
store who buys the frames for their families or have a check-up for their family members in low price as
compared to the price offered to external customers.

ILM Level 2 – Meeting customer needs
Assignment
7. Identify the needs and expectations of a customer
Specsavers offers wide range of services including Eye-health test, Hearing test, Eye-care at
home/work, Contact Lens, Glasses and wide variety of frames.
The detailed and thorough needs of the customers of Specsavers have been identified by asking
questions to the customers. In addition to, considering the feedback of the customers allowed me to
know what they need from Specsavers. I, as a retail supervisor, have identified the following needs of
the customers after asking them questions and considering their feedback.
Providing fashionable eyewear to the customers at an affordable price.
The customers expect authentic and timely service for them.
The customers expect highest standard of service as well as expertise
The customers also expect that their concerns or service requests are acknowledged promptly.
The customers expect to have lenses that address their needs directly thereby, improving comfort.
8. Explain why it is important to meet or exceed customer expectations
The brand value of an organization is dependant on the customer satisfaction. Once the expectation of
customers is met, they become satisfied. Therefore, customer satisfaction gives rise to customer
retention. Increase in customer retention ensures business sustainability and therefore, Specsaversis
able tocreate better customer loyalty for repetitive purchase.
On the other hand, if Specsaversis able to exceed the customer satisfaction, then it will be able to
become the market leader in London and its service life-cycle maturity stage will become more
elongated. This will indicate that the organization will be able to sustain for huge period in future with
highest cash inflows with the progress of time.

ILM Level 2 – Meeting customer needs
Assignment
9. Explain how to effectively deal with complaints in own area of responsibility
Process to effectively deal with complaints:
I, being the retail supervisor of Specsavers Opticians in London, have to deal with problems mostly
related to service criticality such as incomplete service delivery or unaddressed service request. So, I
follow the following process:
As a retail supervisor, I identified the need of the customers by communicating with them personally
and asking them questions regarding the issues and complain they have with the existing services. In
addition to, considering the feedback also helped me to know the complaints the customers have. For
example, once I receive a complaint from the customers such as incomplete service delivery I follow a
series of steps for handling the complaint effectively.
As a retail supervisor, the first thing I do to handle the customer problem or incomplete service delivery
is to apologize to the customer. Apologizing to the customer is helpful, as I am able to explain the
customer the reason of failure as well as assure and convince them. After apologizing, I acknowledge
the concern of the respective customer and ensure that the acknowledgement is shared. Furthermore, I
communicate with the customer in details either through call or personally. The communication is done
by me in such a way that the customer regains trust on Specsavers and our service. Hence, I set the
next delivery time ensuring that the query and need of the customer is addressed. Once, the entire
process is completed, the customer is asked to share their valuable feedback so that further
expectations and complaints are resolved effectively.
10. Describe how to deal with difficult customer(s) behaviour
Following are the ways to deal with difficult customer behaviour:
1. Being patient: The most important way is to be patient and never argue with the angry customer.
By getting control of the situation the customer problem can be addressed.
2. Listening to client:The client must be allowed to speak whatever problem or inconvenience that
has been faced. The customer actually needs to be listened, understood and acknowledged and
therefore by using body language it should be made clear that the concerns of the consumer are
listened.
3. Showing care: Once the angry client has completed explaining the grievances, its time to show
care. Concern for customer feelings has to be shown and sincere and interested facial expression has
to be shown.
4. Trying to solve problem:The final stage is to solve the customer problem and assuring realistic
procedure along with new timeframe within which service has to be delivered.
5. Never blaming customer:Within the overall process, client cannot be blamed at any point of time
irrespective of the reason or the actual party involved.
11. Explain the importance of customer feedback

ILM Level 2 – Meeting customer needs
Assignment
Customer feedback helps in showcasing clients’ the point of satisfaction and point of dissatisfaction. In
order to make business successful, it has to satisfy its target audience. In this competitive era of
globalization, only mitigating the needs of consumers is not sufficient. Specsavers always tries to focus
on customer feedback as this helps the organization to identify the service gaps due to which
customers are getting dissatisfied.
Moreover, customer feedback helps Specsavers to understand the ways of service improvement by
introducing new service related features. Clients are allowed to provide their feedback, which helps the
organization in future decision making process so as to introduce latest diversified service in order to
meet higher expectation of consumers.
12. Describe different methods of collecting formal and informal feedback from customers
Methods of collecting formalfeedback from customers:
1. Feedback Form: This form helps in collecting direct information about clients, their purchase, feelings
and suggestions. These forms are available in each of the Specsavers stores.
2. Feedback through email: Clients are allowed to drop their response through email using the office
website of Specsavers, Information will be completely private and clients are free to elaborate their
concerns.
3. Maze Survey: This survey is taken by Specsavers based on the feedback received after 14 days of
the client’s first visit. Based on the feedback, necessary changes are made in service delivery.
Methods of collecting informalfeedback from customers:
1. Social Media: Through social media websites, informal response of the clients is gathered. Those who
were the consumers of Specsavers, often comment or disclose their feelings in social media, which act
as the form of feedback.
2. Search Engines: Though search engines, feedback is gathered from several blogs, articles, consumer
forums. This helps in improving the service delivery.
13. Explain how to interpret feedback from customers

ILM Level 2 – Meeting customer needs
Assignment
Categorization of Comment: Detailed reading of the customer feedbacks can help in categorizing
the customer feedbacks. Categorization of customer feedbacks facilitates in assessing the recurring
pattern of the customer feedbacks. In case of Specsavers, such pattern of customer feedbacks may
include speed of product delivery, helpfulness of customer service staffs and many others. In this way,
the organization would be able to identifying the major issues of the customer service.
Dividing the Categories into Sub-categories: Categorization of customer feedbacks into sub
categories can help the organization in identifying some items that require specific attention of
branding. In this way, the organization can identify the critical issues associated with its service.
Specifying about the Nature of Feedback: Specification of customer feedback would result in
classification of customer feedback into positive and negative category. Positive customer feedback
would help the organization to build customer loyalty effectively. On the other hand, the assessment
negative customer feedback can help the organization towards improving the service quality and
determine the next move.
14. Describe how to improve customer satisfaction
Provide Excellent Customer Service: The staffs in customer care department should deal with the
customers empathically. The organization should set up new customer hot line for provide required and
extra information to the customers.
Focus on Customer Loyalty: Customers are always inclined to get more and extra from what they
purchase from the organization. Moreover, the organization can provide attractive discounts and
offerings to the customers for making the customer highly loyal to the organization. It would definitely
enhance the level of customer satisfaction of the organization.
Prompt Response to the Customer Complaints: The organization should be prompt enough to
response and resolve the customer complaints. It would enhance the impression of the organization to
the customers. On the other hand, customer would also see the organization as quite empathetic to
them, which will enhance their level of satisfaction.
Usage of Social Media: The organization must enhance the application of social media in assessing
the complaints of the customers. Though this media, the organization would also be able to understand
the preferences of the customers, which will help them to customize the product and service quality for
enhanced customer satisfaction.
15. Outline implications of the Data Protection Act for collecting, storing and using customer feedback

ILM Level 2 – Meeting customer needs
Assignment
Data protection act is extremely important for collecting, storing and using customer feedback in right
manner. Moreover, it would ensure that no customer is influenced in way during the time of customer
feedback collection. Furthermore, data protection act would ensure that the data collected from the
customers are protected from any kind of misuse. The customers can be assured that their personal
information collected by the customer representatives of the organization is safe and protected. It will
only be used for organizational purpose for improving product and service quality. On the other hand,
the Data Protection Act would also prevent the customer service executive to use any information of
the customers ethically and illegally.
By submitting I confirm that this assignment is my own work

MARK SHEET – Meeting Customer Needs
INSTRUCTIONS FOR ASSESSMENT AND USE OF MARK SHEET
Assessment must be conducted with reference to the assessment criteria (AC). In order to pass the unit, every AC must be met.
Assessors will normally award marks for every AC and then total them into a percentage. However, for greater simplicity, there is the
option to not use marks at all and merely indicate with a ‘Pass’ or ‘Referral’ in the box (below right). In order to pass the unit every AC must
receive a ‘Pass’
Where marks are awarded according to the degree to which the learner’s evidence in the submission meets each AC, every AC
must be met, i.e. receive at least half marks (e.g. min 10/20). Any AC awarded less than the minimum produces an automatic
referral for the submission (regardless of the overall mark achieved).
Sufficiency descriptors are provided as guidance. If 20 marks are available for an AC and the evidence in the submission approximates to
the ‘pass’ descriptor, that indicates it should attract 10 marks out of 20, if a ‘good pass’ then ca. 15 out of 20. The descriptors are not
comprehensive, and cannot be, as there are many ways in which a submission can exceed or fall short of the requirements.
1. Learner named above confirms authenticity of
submission.
2. ILM uses learners’ submissions – on an
anonymous basis – for assessment
standardisation. By submitting, I agree that ILM
may use this script on condition that all
information which may identify me is removed.
However, if you are unwilling to allow ILM use your
script, please refuse by ticking the box: □
Learning Outcome / Section 1: Understand customer care and the benefits of good customer care [28 Marks]
Assessment Criteria (AC) Sufficiency Descriptors
[Typical standard that , if replicated across the whole submission, would produce a referral, borderline pass or good pass
result]
Assessor feedback on AC
[comments not necessary in every box]
AC 1.1
 List basic principles
associated with
good customer
care
Referral [ca.7/28] Pass [14/28] Good Pass [ca.21/28]
 Less than two basic principles
associated with good
customer care are listed
 At least two basic principles
associated with good
customer care are listed but
are inappropriate
 At least two basic principles
associated with good
customer care are listed
 Several basic principles
associated with good
customer care are listed in
detail
/ 4
(min. of 2) Pass or Referral
AC 1.2
 Outline a company’s
customer care
policy
 No recognisable
company customer
care policy is outlined
 A customer care policy
is outlined but is
generic and does not
focus on the workplace
 A company's customer care
policy is outlined although
the outline may be brief
 A detailed outline is given
of a company’s customer
care policy
/ 4
(min. of 2) Pass or Referral
AC 1.3
 Explain the benefits of
an organisation
having customer
service standards
 There is no explanation of
the benefits of an
organisation having
customer service standards
 An explanation of the
benefits of an organisation
having customer service
standards but in is minimal
or incorrect
 An explanation of benefits of
an organisation having
customer service standards
is given although is related
implicitly rather than
explicitly to the workplace
 A detailed and explicit
explanation is given of the
benefits of an organisation
having customer service
standards
 The explanation might also
include the consequences
of an organisation not
having customer services
/ 8
(min. of 4)
Pass or Referral

standards
AC 1.4
 Outline common
barriers to good
customer care
 No recognisable
common barriers to
good customer care are
outlined
 Less than two common
barriers to good
customer care are
outlined
 Two or more common
barriers to good customer
care are outlined although
the outlines may be brief
 Several common barriers to
good customer care are
outlined in detail
/ 4
(min. of 2) Pass or Referral
AC 1.5
 Describe examples of
good practice in
customer care
 Less than two examples of
good practice in customer
care are given
 examples of good practice
in customer care are merely
listed or no descirption is
given or, if described, are
incorrect or inappropriate
 Two or more examples of
good practice in customer
care are described
although the description
may be limited.
 Several examples of good
practice in customer care
are fully described
/ 8
(min. of 4) Pass or Referral
Assessment comments (optional): Verification comments (optional):
Learning Outcome / Section 2: Know how to meet customer needs [36 Marks]
Assessment Criteria (AC) Sufficiency Descriptors
[Typical standard that , if replicated across the whole submission, would produce a referral, borderline pass or good pass
result]
Assessor feedback on AC
[comments not necessary in every box]
AC 2.1
 Describe the
difference between
internal and external
customers
Referral [ca.9/36] Pass [18/36] Good Pass [ca.27/36]
The difference between internal
and external customers are merely
stated or listed as opposed to
described
 A description is given of the
difference between internal and
external customers but the
description is incorrect,
inappropriate or minimal
 The difference between
internal and external
customers is described
although the description
may be limited
 A thorough and detailed
description is given of the
difference between internal
and external customers
 The differences described
may be supported by
relevant examples
/ 8
(min. of 4) Pass or Referral
AC 2.2
 Identify the needs
and expectations of
a customer
 The needs and
expectations of a
customer is identified
but is minimal or
inappropriate
 The needs and
expectations of a
customer are not
identified
 Identification of the needs
and expectations of a
customer is made although
the identification may be
limited
 Detailed and thorough
identification is made of the
needs and expectations of a
customer
/ 4
(min. of 2) Pass or Referral

AC 2.3
 Explain why it is
important to meet
or exceed
customer
expectations
 No explanation is given of
the importance of why it is
important to meet or exceed
customer expectations, or if
given, explanation is
incorrect or inaccurate
 The importance of to
meeting or exceeding
customer expectations is
merely stated or listed as
opposed to explained
 The importance of why it is
important to meet or exceed
customer expectations
explained although he
explanation may be limited
 The importance of why it is
important to meet or exceed
customer expectations is
explained in detail
 Examples are given to
enhance the explanation
/ 12
(min. of 6) Pass or Referral
AC 2.4
Explain how to effectively
deal with complaints in
own area of responsibility
 No explanation is given of
how to effectively deal with
complaints in own area of
responsibility, or if given is
incorrect or inaccurate
 An explanation is given of
how to effectively deal with
complaints but is not
recognisably related to
own area of responsibility
 An explanation of how to
effectively deal with
complaints is given
although is related implicitly
rather than explicitly to own
area of responsibility
 A detailed and explicit
explanation is given of how
to effectively deal with
complaints in own area of
responsibility
/ 8
(min. of 4) Pass or Referral
AC 2.5
 Describe how to deal
with difficult
customer(s)
behaviour
 How to deal with
difficult customer(s)
behaviour is merely
stated, as opposed to
described
 A description is given of
how to deal with difficult
customer(s) behaviour
but it is incorrect or
inappropriate
 A description is given of how
to deal with difficult
customer(s) behaviour,
although the description
may be limited
 A thorough and detailed
description is given of how
to deal with difficult
customer(s) behaviour
/ 4
(min. of 2) Pass or Referral
Assessment comments (optional): Verification comments (optional):
Learning Outcome / Section 3: Understand the importance of collecting, storing and interpreting customer feedback [36 Marks]
Assessment Criteria (AC) Sufficiency Descriptors
[Typical standard that , if replicated across the whole submission, would produce a referral, borderline pass or good pass
result]
Assessor feedback on AC
[comments not necessary in every box]
AC 3.1
Explain the importance of
customer feedback
Referral [ca.9/36] Pass [18/36] Good Pass [ca.27/36]
 No explanation is given
of the importance of
customer feedback
 An explanation is given
but is incorrect or
inaccurate
 The importance of customer
feedback is explained
although the explanation
may be brief
 A clear and detailed
explanation is given of the
importance of customer
feedback / 8
(min. of 4) Pass or Referral

AC 3.2
Describe different
methods of collecting
formal and informal
feedback from customers
 Less than two methods of
collecting formal and
informal feedback from
customers are described
 Different methods of
collecting formal and
informal feedback from
customers are merely
stated or listed, as opposed
to described
 At least two different
methods of collecting formal
and informal feedback from
customers are described
although the description
may be limited
 A range of different
methods of collecting formal
and informal feedback from
customers are described in
detail
 The various methods
described may be enhanced
with examples / 8
(min. of 4) Pass or Referral
AC 3.3
Explain how to interpret
feedback from customers
 No explanation is given
of how to interpret
feedback from
customers
 An explanation is given
but is incorrect or
inaccurate
 An explanation is given of
how to interpret feedback
from customers but is
limited
 A clear and detailed
explanation is given of how
to interpret feedback from
customers
/ 8
(min. of 4) Pass or Referral
AC 3.4
Describe how to improve
customer satisfaction
 Little or nothing is given on
how to improve customer
satisfaction
 How to improve customer
satisfaction is described but
is inappropriate or minimal
 How to improve customer
satisfaction is described
although the description
may be limited
 How to improve customer
satisfaction thoroughly
described in detail
/ 8
(min. of 4) Pass or Referral
AC 3.5
Outline implications of the
Data Protection Act for
collecting, storing and
using customer feedback
 The implications of the
Data Protection Act are
outlined but do not
include the collection
or storage or use of
customer feedback
 The implications of the
Data Protection Act for
collecting, storing and
using customer
feedback are outlined
but is minimal or
incorrect
 Only one implication of
the Data Protection Act
for collecting, storing
and using customer
feedback is outlined
 Two or more implications of
the Data Protection Act for
collecting, storing and using
customer feedback are
outlined although the outline
may be brief
 A detailed outline of several
implications of the Data
Protection Act for collecting,
storing and using customer
feedback is given
/ 4
(min. of 2) Pass or Referral
Assessment comments (optional): Verification comments (optional):
/ 100
TOTALMARKS

Assessor’s Decision Quality Assurance Use
Outcome (delete as applicable): PASS / REFERRAL Outcome (delete as applicable): PASS / REFERRAL Date of QA check: