Manage Quality Customer Services: Strategies, Techniques, and Implementation

This document provides insights into managing quality customer services in an organization. It covers topics such as legislation and its application, product promotion and public relations, service standards and best practice models, techniques for dealing with customers, and techniques for solving complaints. The document also includes assessment events and tasks related to improving customer service. Course code: N/A, Course name: N/A, College/University: N/A

Manage quality customer

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
ASSESSMENT EVENT 1...............................................................................................................1
Question 1 :- Legislation and their application to an organisation.............................................1
Question 2 :- Product promotion and public relations................................................................1
Question 3:- Service standards and best practice models...........................................................2
Question 4:- Techniques for dealing with customers..................................................................2
Question 5:- Techniques for solving complaints........................................................................3
ASSESSMENT EVENT 2...............................................................................................................4
TASK 1............................................................................................................................................4
1.1 Review documents on customer service...............................................................................4
1.2 Analyse documents...............................................................................................................4
1.3 Identify strategies to improve customer service....................................................................5
1.4 Customer service plan...........................................................................................................5
1.5 Communicate customer service plan with customers...........................................................5
TASK 2............................................................................................................................................6
2.1 Budget for customer service plan..........................................................................................6
2.2 Implementation of customer service policy and procedures.................................................6
2.3 Implementation of staff support strategy..............................................................................6
2.4 Monitor team performance....................................................................................................7
TASK 3..........................................................................................................................................10
3.1 Strategies to obtain customer feedback and monitor progress............................................10
3.2 Strategies to monitor the progress in achieving targets......................................................17
3.3 Develop and procure resources...........................................................................................17
3.4 Manage records, reports and recommendations..................................................................17
CONCLUSION..............................................................................................................................17
REFERENCES..............................................................................................................................18

INTRODUCTION
It is very important for the organisations to have quality customers services as it builds
effective relationship of organisation with the respective customers. Present study is based on the
organisation Shabby College Simulation that is offering the Diploma of Business and have
different products and services in hand for the customers(Halim, 2018). Report will include Plan
to meet internal and external customer requirements. Further report will include the way quality
products and services are offered with the help of effective service policies. Report will include
the way organisation monitor, adjust and review the customer services.
ASSESSMENT EVENT 1
Question 1 :- Legislation and their application to an organisation
Legislation Explanation Application to organisation
Employment and
labour law 2019
This law is set by the
government in order to
overcome the issues that
employees working in an
organisation faces related to
minimum wages, leave,
pension etc(Jaca and Psomas,
2015).
It is duty of the organisation to
take care that the working
employees are getting fare wages
and are treated equally. Not
following the law may create
trouble for the company.
Following the legislation helps in
bringing working ethics in the
organisation.
Competition and
consumer act 2010
In order to protect the
consumer rights, government
have set this law so that any
organisation or brand do not
harm the customer or their
rights with respect to
offerings.
Organisation have to work
ethically while providing services
to customers and have to take care
that there offerings do not harm
any of its customers.
Question 2 :- Product promotion and public relations
Promotion
Components Attributes Importance to customer service
Promotion
marketing
Sales, publicity, communicating
with paid media, direct and
digital marketing.
It is very important to promote the
products and services offered by the
organisation in order to make the
customers aware about the offerings in
detailed manner.
Advertising Online sale, Offline sale, Social
media, Feedback data, Surveys
data etc.
It helps in bringing loyalty of the
customers and make consumer aware
about the product(Lai and Nguyen, 2017).
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It also builds customer preference over
other competitors.
Personal
selling
Face to face interaction,
Immediate feedbacks, individual
services, detail demonstration.
It helps in building trust of the
customers(Krishna and Murthy, 2016).
Publicity Involvement of third party,
communicate information to
large number of audience.
Enhance identity of products and boost the
effective competitiveness that helps in
giving better customers services.
Public
Relations
Component Attributes Importance to customer service
Public
Relation
Planning publicity strategies and
campaigns, Press conferences,
exhibitions etc.
It helps in influencing the customers and
helps in exposing the message related to
product offering to large
audience(Kurniali, 2015).
Question 3:- Service standards and best practice models
The five principles of customer service are as following:-
 Know what customer service means to your respective customers:- Provide the services
according to the respective customer needs.
 Find out the expectation of the customers:- In order to give standard service to the
respective customers, find out what they actually expect from the organisation.
 Analyse both positive and negative feedbacks of the customers:- Analyse and work on
both positive and negative feedbacks in order to improve the business performance and to
set higher standards(Lai and Nguyen, 2017).
 Make sure that all part of the business consider customer service as important aspect
 Analyse on continuous bases the respective ways to improve customers services and
business standards.
Question 4:- Techniques for dealing with customers
The respective techniques to deal with the customers are following:-
 Identify and anticipate needs of the respective customers:- It is very important to identify
the needs of the customers and work accordingly.
 Actively Listen to customers:- Concentrate what customers says and show concern for
their demands(Perez, Garcia And et.al., 2017).
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 Ask feedbacks on regular bases:- Ask feedback of the customers on continuous bases and
make improvement accordingly.
Question 5:- Techniques for solving complaints
Principle Explanation of Principle Technique
Customer
behaviour
It is the study of individual
behaviour of the respective
customers with respect to their
buying decision.
Anchor pricing:- This technique helps
in understanding customer behaviour
related to their willingness to pay.
Temporal discounting:- This
technique is used to understand
customer behaviour by offering
discount to them.
Customer needs
research
It helps to develop and produce
respective needs and wants of
customers.
Mapping customers process,
interviewing customers, analysing
your competition.
Customer
relations
It is the process with the help of
which business establish
relationship with its customers.
Ask for feedbacks, Communicate
effectively.
Ongoing
product or
service quality
It is the process of determining the
needs of customers and also their
past experience in order to
overcome the gap of expected
service and perceived service.
Create long term plan in order to
improve the quality.
Problem
identification
and resolution
It is the process of Identifying the
root cause of the problem that
customer faces and work
accordingly
Identify the issues, understand
customers interest, find possible
solutions, evaluate different options
and implement them, monitor and
evaluation.
Quality
customer
service delivery
It is the way of delivering quality
service to the respected customers
by handling their complaints
effectively.
Improve customers interaction,
enhance customer service strategy,
ask for feedbacks.
Record keeping
and
management
methods
It the process that helps to keep
record and track the customers
needs, wants and also complaints.
Keep record of complaints made by
the customers and work to overcome
the same
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ASSESSMENT EVENT 2
TASK 1
1.1 Review documents on customer service
Features of product and services:-
 Face to face course is there with no online component.
 Learning material is provided and is included in the cost of qualification.
 It is one year course and is full-time course
 5 staff members are there with one member that support issues that students face.
 Two Computer systems are provided for students use.
Key concern raised in student box:-
 Student support officer is not available on time.
 Trainees reads from book, though they are qualified and have high profiles in industry.
 Computers are not available for maximum number of students.
 No friendly payment is seen
 There is no established library for the students
Four key concern that arose from the focus group with customers
 Unorganized trainers
 No flexible payment options(Perez, Garcia And et.al., 2017).
 Student Support Officer is never available for support
 Slow computers and internet connection
1.2 Analyse documents
Problems with customer service Root cause of problems
1. Unorganized trainers Not hiring qualified trainers
Not training the employees effectively
2. Student support officer is never available Lack of interaction with students
Not showing concern for students need
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1.3 Identify strategies to improve customer service
Root Cause Strategies
Lack of employees engagement Train the employees and make them work to
satisfy needs of students
Motivate them by providing rewards.
Lack of knowledge in trainers Hire employees having proper knowledge
and skills to handle the students
Make them train in order to enhance their
respective skills
Not willing to resolve issues raised by
students
Ask students feedback on continuous bases
Make strategies to solve the problems that
students face.
1.4 Customer service plan
Objectives:- To make the students satisfied by providing effective services
Strategies:-
 Developing policies and procedures that match with the expectation of the respected
customers.
 Providing proper training sessions to the respective staff members
Outcomes:-
 Students will get better services and this will increase satisfaction level of the students.
 Staff members will be able to provide better services in order to complete the student's
course on time and make them enhance their respective knowledge(Perez, Garcia And
et.al., 2017).
1.5 Communicate customer service plan with customers
Importance of customer service to college:-
 It engages the students and helps in building effective relationship with them.
 It keeps the students loyal towards the organisation.
Overview of feedback obtained with current customer service:-
The feedback of the customers was dis-satisfactory as they were not happy with the
services that organisation was providing to them. They were not happy with the trainers that
were giving training to them. Lack of infrastructure, Unorganized trainers, No flexible payment
options, Slow computers and internet connection were different problems that customers were
facing.
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TASK 2
2.1 Budget for customer service plan
Cost
Labour cost $2000
Material cost $1000
Overheads $3000
Total $6000
2.2 Implementation of customer service policy and procedures
Customer service procedures:-
 Implement training and assessment strategies in order to gain the competencies and
deliver good services to the students.
 Record the complaints and deal with them in order to make the students feel that
organisation care with respect to their needs and wants. An employee have to be hired
buy the organisation that effectively handle the complaints and for the same effective
training have to provide to the employee(Susanti and et.al., 2019).
2.3 Implementation of staff support strategy
Introduction:- An effective plan have to be developed in order to implement strategies that
supports staff members to enhance their skills and they develop professionally in the
organisation.
Main body:- In order to train the employees, different activities or courses have to be pursued by
the staff members that are helpful for them in enhancing their respective skills(Zeleke, 2018).
Conclusion:- The professional development activities helps in training the employees so that they
effectively deal with the respective students and are capable to handle their respective doubts.
Actions that improves trainer's customer services:-
 Effective communication with the respective customers.
 Task students feedback and work on the same in order to have better customer
relationship.
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2.4 Monitor team performance
 Trainer performance:- Trainers performance have improved in march as it have
increased from 19 on Day 1 to 20 on Day 19. This is result of professional
development activities provided by the organisation(Vaish and et.al., 2016).
 Student support officer:- Student feedback have improved from February to march
due to the effective training of the employees.
7
4
3
4
4
4
19
Q1
Q2
Q3
Q4
Q5

 Attendance:- From the data it is been interpreted that with effective training and
professional development, employees performance have improved as attendance of
student have increased in both the groups(Zeleke, 2018).
February:-
8
1 2 3 4 5
0
1
2
3
4
5
6
3
4 4
3
4
Questions
Feb Results
March Results
Group 1 Group 2
0
2
4
6
8
10
12
14
16
18
20
9
14
Day 1 Day 2
Day 3 Day 4
Day 5 Day 6
Day 7 Day 8
Day 9 Day 10
Day 11 Day 12
Day 13 Day 14
Day 15 Day 16
Day 17 Day 18
Day 19 Day 20
Day 21 Day 22
Day 23 Day 24
Performance

March:-
 Learning and assessment materials:- Response is about 60% only though
improvement is seen from February to march.
9
Group 1 Group 2
0
2
4
6
8
10
12
14
16
18
20
10
9
Day 1 Day 2
Day 3 Day 4
Day 5 Day 6
Day 7 Day 8
Day 9 Day 10
Day 11 Day 12
Day 13 Day 14
Day 15 Day 16
Day 17 Day 18
Day 19 Day 20
Day 21 Day 22
Day 23 Day 24
Day 25 Day 26
Performance

TASK 3
3.1 Strategies to obtain customer feedback and monitor progress
10
1 2 3 4 5
0
0.5
1
1.5
2
2.5
3
3.5
2 2
3
2
3
Unit 1 used in Feb
Unit 2 used in March

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12

13

14

15

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3.2 Strategies to monitor the progress in achieving targets
It is been interpreted from the data that admin officers and the fees related strategy of
organisation is somehow appropriate. However, the equipments that trainers uses is not up to the
mark and facilities have to enhanced in order to satisfy the students needs.
The issues related to previous customer service delivery were that the trainers were not
working effectively and they were required to develop professionally. Accordingly, the
organisation trained them so that they can work effectively in order to handle the customers'
feedback. With the training and development activities, trainers and students support officers
worked effectively that resulted in less absenteeism and more satisfaction among the
students(Song and Sohn, 2015).
3.3 Develop and procure resources
The respective resources that are essential for development is recruitment of a trainer as it
is very important to have a trainee that is capable to work effectively for the organisation. In
order to have such trainer, it is essential for the organisation to make the employees trained so
that they can make students satisfied.
3.4 Manage records, reports and recommendations
In order to work effectively, it is very important for the organisation to handle the records
and reports related to students feedbacks and work effectively in order to handle the same. These
records have to be analysed carefully and respective strategies have to be implemented in order
to satisfy the needs and wants of the students(Wirtz, 2017).
CONCLUSION
From the above report it is been concluded that it is very important for an organisation to
handle the customers complaints in an effective manner in order to make them satisfied. Report
also concludes that there are respective legislation and policies that customers can use in order to
make complaints if they do not receive the respective services that organisation advertised to
them or taken fees for these services.
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REFERENCES
Books and Journals
Halim, A., 2018. The influence of service quality, product quality, and customer satisfaction
towards customer loyalty on Carl's Jr. in Surabaya (Doctoral dissertation, Widya Mandala
Catholic University Surabaya).
Jaca, C. and Psomas, E., 2015. Total quality management practices and performance outcomes in
Spanish service companies. Total Quality Management & Business Excellence. 26(9-10).
pp.958-970.
Krishna, K.S. and Murthy, Y.S., 2016. A Study on Customer Attitudes towards Service Quality
Attributes of Public and Private Sectors Banks in East Godavari District. International
Journal of Marketing and Technology. 6(1). pp.24-38.
Kurniali, S., 2015. Customer service information system for a call center. Procedia Computer
Science. 59. pp.298-304.
Lai, C.S. and Nguyen, M.C., 2017. Factors affecting service quality, customer satisfaction and
loyalty of mobile phone service providers in Vietnam. International Journal of
Organizational Innovation (Online). 10(2). pp.75-85.
Perez, C.R., Garcia, V.G. And et.al., 2017. Quality management and customer satisfaction in a
tourist destination, a structural equation analysis. Polish Journal of Management Studies,
16.
Song, J.H. and Sohn, C., 2015. IT-enabled inter-firm governance model to manage service
quality level through customers' feedback. International Journal of Electronic Customer
Relationship Management. 9(2-3). pp.122-137.
Susanti, V. and et.al., 2019. How to Manage Customer Satisfaction through Brand Association
and Perceived Value Strategy (No. jmmr224). Global Academy of Training and Research
(GATR) Enterprise.
Vaish, A. and et.al., 2016. Customer relationship management (CRM) towards service
orientation in hospitals: A review. Apollo Medicine. 13(4). pp.224-228.
Wirtz, J., 2017. Designing Customer Service Processes. World Scientific.
Zeleke, M., 2018. The Impact of Service Quality on Customer Satisfaction in case of
ethiotelecom Debrebirhan Town (Doctoral dissertation).
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