Quality Customer Service And Its Significance

Running Head: QUALITY CUSTOMER SERVICE
Quality Customer Service
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Author Note

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Assignment 1
Question 1
For each of the regulatory areas listed below, identify one aspect of the legislative
requirements that impact on customer service operations.
Legislation Impact on customer service
Anti-discrimination
legislation
Such legalized method any kind of denial to service on
several discriminatory ground, ensuring a sense of equity to
be assigned to the people in terms of the services provided.
Consumer protection
legislation
The bill aims toward ensuring protection towards the interest
of the customers and creates opportunities to mitigate the
disputes located in the service
Privacy laws Ethical as well as legal codes are being maintained in order
to secure the confidentiality of the customers in the sectors
concerned and allows the mitigation of the loopholes like
data sharing as well as the storage of data.
Work health and safety
legislation
Safe working condition creates impact on the quality of the
services provided to the customers. Safety enhances the
value of the work and in turn the work place behavior, that
affects the satisfaction of the customer.
Any relevant code of
conduct / ethical principles
The suggestion of the Federal law includes that the
advertisement aimed at influencing the customers should be
truthful in nature as well as transparent.
Anti-spam legislation Anti-spam laws are aimed at ensuring the protection of the
citizens against receiving emails that are unsolicited.

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Question 2
Identify three (3) benefits to the organisation of welcoming customer complaints. (200-300
words)
The complaints of the customers in way challenges the existing structure prevalent within
an organization. At times the issued raised by the customers might have escaped the
notice of the organization. However welcoming the complaints from the customers helps
the organizations in certain ways.
1. Complaints creates a renewed standards of the expectations from the employees
in response to the reaction of the customers, thereby allowing them to improve the
quality of their service
2. As an effect of the complaints, they urge the organization to conduct an
examination of the internal structures of the organization. The complaints are
handled in order to examine the existing system.
3. The complaints are also beneficial for the organizations in recovering the services
they provide.
Question 3
List and explain five (5) attributes of a customer service operation that could be considered
‘best practice’. The attributes you describe may be processes, techniques, methods or
activities. You must describe the attribute and explain how it contributes to excellence in
customer service. (approx. 250 words)
The attributes that are crucial in considering the services provided to the customers are as
follows.
1. Knowledge: The organization need to have a proper knowledge of the subject they are
providing along with the products they offer. In case the information are not available to
employees create a disparity in communication between the employees concerned and
the customers. It is sufficient to have the knowledge to the extent whereby they would be
able to cater to the quest of the customers.
2. Empathy: It is crucial for the person communicating to the customers to be empathetic in
their approach. Empathy in an employee aids the organization in discerning the causes
behind the dissatisfaction of the customers with the service provided by the organization.
Such attributes on the part of the employees also instil a sense of values among the
employees and thereby enhancing the accountability to the customers.
3. Customer Focus: Such attribute emphasizes the importance of putting the customers on
the forth, however the contemporary business situations place the customer in the centre
of their concern. The ultimate concern is to ensure the satisfaction of the employees.

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4. Flexibility: Flexibility of the customer service providers are very crucial so that every kind
of situation can be brought under their concern. The response should be marked by the
quality of the service provided. Such flexibility are crucial in order to cater to the concern
of the customers who comes with diverse attribute and different state of mind. As a result
it is important to work upon the capacity of the customer service provider so that they are
able to cater to the situation with care.
5. Skills in language: In the cross-cultural globalized market scenario, it is important that the
concerned employees dealing with the issues of the employees be well versed with the
language the employees use. Such attributes are also important because the current
market is globalized and as a result the customers come from diverse geographical an
linguistic backgrounds. As a result, the organizations need to train their employees in
developing their competence with the diverse situation.
Question 4
(a) What do each of the following terms mean?
You may look up the definitions on the internet. Copy in the definitions and links.
Term Definition
public relations
Public relation can be considered a process, where communication is
used as a medium in order to form a newly developed relationship
between the customer and the concerned organization. Such process
allows an organization to build and enhance their brand identity.
http://cscanada.net/index.php/hess/article/download/8192/pdf
product
promotion
It is a kind of marketing strategy whereby the product or the service
needs to be promoted in order to attract the potential customers.
Different channels are committed in order to carry out the promotion
out of which, social media stands in the foremost position.
(b) You have just developed a new health drink. Summarise the public relations and product
promotion strategies you will use to launch the new product. (two strategies for each).

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Public relations:
1. Communication can be one strategy, which would allow the organization to
enhance their position as a brand and thereby allow them to accountable to the
issues of the customers.
2. Differentiation: Differentiating the product and the services, particularly according
to the need of the customer allow the organization to enhance the response of the
organization towards the particular needs of the customers.
Product promotion:
1. Social media marketing can be one effective way to promote the product of the
organization. Since a huge proportion of the potential customers are based on the
social media, it is important for the organization to enhance their marketing on
social media platforms in order to grab the customer base.
2. Holding programmes in order to exhibit the loyalty of the organizations to the
customers can be exhibited. Such loyalty can be exhibited by the promotion of the
development that the organization is bringing about in their service and in their
product. Along with that the promotion can also be conducted by providing
additional benefits to the regular customer base.
Question 5
You have been asked to develop procedures for dealing with customers with special needs in
your shop. Describe what procedures you would include to assist to meet each of the
following needs.
Special needs Procedures
Someone with a hearing impairment In order to aid the customers with hearing
impairment, visual aids can be installed in the
customer service. Along with that, sign language
interpreter can be employed to aid the customers
with special need.
Someone with a physical disability and
difficulty walking
The organization need to keep provision for
wheel chair as well as other equipment in order
to aid the customer with their specific need.
Along with the equipment the need for

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Special needs Procedures
specialized attending personals are also
important.
Someone who cannot understand
English well
The organizations need to bring about to
translate the information in regional languages.
The competence of the service providers in the
regional languages needed to be increased.
Somebody with a sight impairment. Specialized attendants need to brought about in
order to aid the person with sight impairment.
Along with that the instructions can be read out
to the customer by the specialized personal.
Question 6
(a) For each of the following customer needs, give an example of how you could meet it
Need How it could be met
To feel welcome Courteous behavior of the employees can aid in creating a feel of
being welcomed in the customers.
To be understood Patience from the employees of the organization in listening to the
issues of the customers and in welcoming them allow the
customers to be felt that they are being understood.
To feel comfortable Effective communication of the organization are important in
creating a comfortable atmosphere in the communication. A
personalized approach in thee communication will be aiding in
enhancing such feelings.
To feel appreciated. The customer should feel appreciated in noting down their
response. The appreciation can be enhanced by providing the
employees with additional benefits and rewards.
To feel important Additional benefits along with specialized need of the customers
need to be catered to in order to make them feel important
To be respected The value of respect can be nurtured by considering the differences
of the customers and the issues faced by them with responsibility.

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(b) Choose an organisation and identify three (3) products or services that it currently offers
its external customers. Find out about the organisation’s customers and explain how each
product satisfies the physical and psychological needs of its customers. (100-200 words)
The organization in concern is Starbucks. Starbuck has gained an international fame for the
coffee that it serve to the customers along with food and beverages. The organization has
been expanding its franchisee globally in order to form a global customer base. Along with
its services in the beverage industry, the company has sought to provide additional benefits
to the customers in order to enhance their service and attract the potential customers. The
additional benefits include Starbucks allowing their customer to have an access to the free
Wi-Fi as well as allow them to stay back in the outlets for hours either to chat or to do
some work while the customer relish over their product.
The quality of the food along with the freshly brewed coffee turnout to be one of the
primary point of the attraction that invites the customers towards their product as well their
service. While the quality of the product satisfies the physical taste buds, the additional
services and benefits along with the visual impact in which they produce their product acts
as an important factor in catering to the psychological needs of the customers.
Question 7
(a) Describe the process to investigate, identify, assess and include the needs of customers
in planning processes. 200 words

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The needs of the customers’ needs to be estimated by the organization I order to conduct
an overall analysis of the kind of service they are providing as well as place themselves in
respect of other organizations in the market. The organisation opens up the service for the
feedback of the customers and allow inputs from them. At times, many organizations also
conducts surveys and analysis of the response of the customers in order to identify the
loopholes in their product. Another important method to estimate the needs of the
customers is to allow the customers to register their complaints with the organizations.
Such complaints allow the organization to enhance the quality of the product as well as
their accountability. Many organizations appoint business analyst for this purpose whereby
the expert carries upon exclusive analysis of the business environment and thereafter
provide service to the customers according to their needs.
(b) What information would you include in a customer research plan? (At least 5 items)
The information that need to kept in the plan should include:-
1. The satisfaction level of the customers
2. The reach of the product to the customers
3. How frequently the product is consumed or the service is availed
4. In case of the service what is the rate of the response of the organization
5. In case of the product the values of the product should be kept in concern
6. The frequency with which the complaints or the issues of the employees are recognized
(c) Give at least four (4) examples of the types of information that might be collected about
customers including psychographic and demographical data plus other information that
helps identify customer needs.

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1. The factors, which appeal to the customers the more in order to avail the particular
product and services.
2. Whether the customers have been influenced by their acquaintances or by the
advertisements
3. The extent to which the customers’ needs are guided by their gender, age, qualification
and geographical location.
4. Special interest of the customers can be anticipated in order to modify the product or
the services of the customers according to the specialised needs of the customers.
Question 8
(a) If you were setting up a new business, how could you record and track the relations you have with
customers?
The record of the relations with customers can be maintained with the use of responses from the
customers on a regular basis.
(b) What is the benefit of recording customer relations? Give three (3) reasons.
The benefits of the records include
1. It allows the organization to analyse the data in order to estimate the need of the customer
2. Analysis can be fruitful in formulating the need of the customers
3. The record allows the company to improve upon the product that they market and the
services that they provide
Question 9
(a) What is ‘continuous improvement? Describe the four (4) main components of the PDCA
continuous improvement system.
Continuous process is the ongoing process of development that has been undertaken by the
organizations to improve upon their product. The components of PDCA are plan, do, and
check and adjust. The planning are done in order to formulate the course of action, which is
put into action in the next step followed by an estimation of the implication along with the
adjustments those needed to be done in order to suit the needs and the flaws.

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(b) Why is it important for a business to have in place a system for continuous
improvement? (50 words).
It is important for an organization to put their system under the scope of continuous
improvement as it allows the organization to estimate the service provided by them on a
regular basis and use the feedbacks to improve upon the drawbacks. As such it allows the
organization to establish its accountability for the customers.
Question 10
(a) How can an organisation make decision to overcome problems and to adapt customer
services, products and/or service delivery?
The decision of the organization needs to be based on the response of the customers
against the service and the product they are offering. An analysis of the response would be
helpful in understanding the loopholes.
(b) One of your team members has discovered a customer service issue that could have a
negative impact on the organisation. Describe the principles you would apply to investigate
and find a solution to such a problem. List at least eight (8).

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The principles needed to be applied in order to estimates the cause of customers’ needs in
order to mitigate the faults. The principles should thereby include supporting the customers
where the community of the customer needs to be taken as a whole in order to investigate
their needs. The feedbacks from the customer should be considered with care. The
communication should be devoid of mechanical approach as it hampers the
communication. Transparency should be maintained in the communication. The practice
should be empathically conducted. Knowledge should be enhanced about the service and
the product among the employees while interacting. The response of the customers should
be given utmost priority. The satisfaction of the employees should be considered in order
to ensure customer satisfaction.
Question 11
Describe the following five elements of quality service.
Element Description
Reliability This aspect enhances the importance of carrying out the service
in an accurate manner to cater to the dependability of the
customers
Assurance: The customers should receive assurance from the organization
and such can only be achieved from the trust conveyed to them
Tangible: The aspect hints at the physical attributes of the service provided
and the materials involved in the communication.
Empathy The customer receiving individual attention in respect of the
service with extra cares develops a sense of empathy among
them.

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Element Description
Responsiveness This aspect hints at the accountability of the employees to the
customers and thereby provide the service in a prompt manner.
Question 12
(a) What kinds of records should a company keep to ensure effective customer service? List at
least four (4)
1. Customer details: This record includes the purchasing power of the customers along with a
certain amount of personal information. The information also includes aspects like
demographic details of the customers.
2. Service and product: The service and the product that the customer indulges in needs to be
maintained in order to estimate the usage made by the customer.
3. Offers: The kind of additional offerings can be made in order to assist the customer in
keeping their faith with the organization concerned.
4. Other sectors: The involvement of the customers in other sectors need to be taken care off
in this respect to develop an holistic understanding.
(b) Why is it important to efficiently keep records for a business?
It is important for the organization to maintain the record of the customers as it helps the
organization in maintaining the quality of the services provided as well as enhance them. It
also opens up the future scope of development for the organization.
(c) Briefly describe the legal and ethical considerations for storing customer service
information. (50 words).

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The advent of GDPR imposes legal regulations upon the organizations in the way they
collect the data, store and manage them. In context of EU, the citizens nurture the way
their personal information is circulated. In such certain factors need to be considered ion
working upon the data of the customers. The regulations of GDP are needed to be taken
into consideration. The system for storing the data of the customers should be considered
with care. The legal aspect of such storage of information and the way this information are
regulated and used.
Question 13
(a) There are number of strategies for monitoring the progress in achieving product and/ or
service targets and standards. Which strategies do you consider to be the most useful? Why?
For each of the following, list a pro and a con.
Strategy Pros and Cons
using mystery shoppers Pros: Professional. Provides rational perspective about
the business
Cons: Involves money, needed to be done on a regular
basis.
monitoring KPls and
KRAs
KPI
Pros: The results are measurable, the progress can be aligned
with the response
Cons: Decrease the quality of the service, concerned with short
term goals
holding meetings to collect
information and discuss
issues related to customer
interactions
Pros: Allows the organization to improve upon the service
Cons: Runs out of the risk of not catering to all customer
groups.
benchmarking against
competitors and best
practice organisations
Pros: Allows the organization to improve the service and the
product in order to gain competitive advantages:
Cons: can lead to the shift in focus from the customer
satisfaction
collecting quantitative data Pros: the process is rapid and devoid of bias by being random

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to monitor performance in its approach
Cons: the attribute of the respondent might not tally with the
general perception
performance observing
face-to-face service
situations
Pros: Eliminates subjective interpretation of customer behaviour
and the focus is concentrated on the behaviour of the individuals.
Cons: Bias is inevitable in the research depending upon the
perspective
(b) Read the following customer service standards and for each one answer the following
questions. Describe an effective approach for monitoring the standard.
Customer Service Standards How you would monitor it
Ensure someone is available to receive
enquiries during office hours Monday to
Friday 8.45am – 5.00 pm
Checking upon the data on a regular basis
Reply to telephone messages within one
working day
Speculate upon the data collected on a regular
basis
Acknowledge or answer correspondence
within 5 working days
Assign designated person to collect the response
and evaluate them regualry
Welcome and acknowledge suggestions
as to how our service can be improved,
Bring up the responses in the decision making
process

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and implement suggestions where
appropriate.
Be courteous, considerate, sensitive and
fair in all dealings with customers
The employees need to be trained and the
response of customer needs to be gathered
Ensure customers’ privacy is maintained
in accordance with our Privacy Policy
Regulations of data protection needs to be
adopted.
Question 14
List six (6) different strategies you can use to obtain customer feedback. For each, briefly
describe its use including a benefit of using that method and a negative aspect.
Strategy Description
Analyze Analyze the response of the customers during the time
they are obtaining the service or the product
Surveys and polls Surveys can be conducted in order to obtain data about the
perception of the people regarding the service provided
Social channel Social media can act as the most effective channel in
nurturing feedbacks.
Monitoring The feedbacks from the customers need to be monitored
Live interaction Managers can indulge in live interaction in order to
enhance response of the customers as well as establish the
accountability of the customers towards the product

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Strategy Description
Opinion Voluntary opinion in form of appreciation as well as
complaints need to be welcomed by the organization