BSBCUS501: Comprehensive Report on Quality Customer Service Management

This report addresses the core concepts of managing quality customer service according to the BSBCUS501 unit. It begins by outlining the Australian Consumer Law and consumer guarantees, detailing consumer rights regarding product quality, refunds, and replacements. The report then explores complaint handling procedures, including the importance of effective communication, empathy, and solution-oriented approaches. It also covers service standards, ways to measure them, and how to promote products effectively. The report further examines strategies for handling communication barriers, including those related to hearing and vision impairments. It highlights the significance of understanding customer behavior through data analysis and research methods, such as customer journey mapping and surveys. The report concludes by emphasizing the critical role of monitoring customer complaints in improving business processes and customer satisfaction.

BSBCUS501 Manage quality
customer service

TABLE OF CONTENTS
ASSESSMENT TASK 1.................................................................................................................3
ASSESSMENT TASK 2...............................................................................................................10
ASSESSMENT TASK 3...............................................................................................................16
ASSESSMENT TASK 4...............................................................................................................20
ASSESSMENT TASK 5...............................................................................................................23
REFERENCES..............................................................................................................................27

ASSESSMENT TASK 1
1. Australians Consumer Law is responsible for setting out the consumer rights which are
also known as consumer guarantees. These rights include many things such as rights to
replacement, repair or refund along with compensating for loss and damages and
becoming able for cancelling a faulty service. Under this, when the consumers buy
products, then the automatic guarantees ensure that they will work and do whatever is
asked by the consumers. The customers have the rights if something is considered as not
right (Pearson, 2017).
2. The customer guarantees which are applied on the products and services under the
Australian Consumer Law includes that the products must be of the acceptable quality
which means safe, with no faults, lasting and looks acceptable. They must match the
descriptions which are made by the salesmen at the time of advertising, labels and
packaging (COVID-19-Consumer Law Research Group, 2020). The products must come
with full ownership and title. Services must be fit for giving the results which were
decided, must be delivered within timeframe and must be provided with the acceptable
technical knowledge and taking required steps for avoiding damage and loss.
3. Customer guarantees are applied to various products and services such as gifts with
purchase proof, sale items, online products and services which are bought from the
Australian businesses, bundled products and services, second-hand products from the
businesses by considering all the conditions and age (Croser, 2018).
4. The signs stating ‘no refunds’ are unlawful as they state that it is impossible to gain a
refund in any situation or circumstances. This is majorly unlawful as even if the
customers find any problem in the products and services such as lack of care and skill or
any defects, then also the customers cannot expect a refund which makes this sign of no
refund unlawful. This is totally against the Australian Consumer law (Strand, 2019).
5. Consumers are not legally entitled to a replacement or refund when they just change their
mind for the product and the retailers will not give any refund or replace the products if
simply the customer change their mind. The customer must check the return policy of the
stores (Frei, Jack and Brown, 2020).
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6. The statement mentioned is not always true. The rights are already provided by the
consumer guarantees. So this is not required for the consumers to expect such rights from
the supplier or the manufacturer. This can be considered as a pressure which the suppliers
impose on the customers and the suppliers must not tell the customers to pay for the
rights which the consumers already have under the consumer guarantee.
7. The information which is found in the complaints policy and procedure includes various
steps like listening to the complaints, recording details of the complaints, getting all the
facts like asking the questions, discussing options to fix the problem (replacement,
refund, repair or apology), acting quickly, keeping the promises only which can be
delivered, following up the customers if they are satisfied or not, getting the feedbacks
from them to ensure that they are satisfied (Luscombe, Walby and Lippert, 2017).
8. Complaint handling system helps in managing the progress of the complaint along with
identifying those complaints which needs immediate action. This also helps in increasing
the workforce productivity as there are less human errors through monitoring the
complaints. This also gives an overall picture of all the complaints regarding all the
departments in business (Brennan and et.al., 2017).
Steps used in handling the customers’ complaints include listening to the customers,
empathising with their position for bond creation, offering a solution to the problem,
executing the solution and then following up to ensure that they are satisfied.
9. The salespeople could follow the following steps for welcoming the potential clients:
 Smiling and pleasing gesture.
 Dressing professionally
 Acknowledging the customers quickly.
 Small talk by asking normal questions related to them.
 Showing familiarity in talks and actions.
 Commonality to establish a relationship.
 Remembering the preferences of the customers.
 Orientation in words and actions.
 Showing the customers to products.
 Asking questions to satisfy the customer’s needs.
 Giving the customers space after greeting for making decisions.
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 Getting the right exit.
10. A service standard helps in defining the expectations of the customer from the service
and the way in which it is provided by the service provider. For example, on the basis of
accuracy, suitability and timeliness. It can help the service providers and the customers
through raising the service’s quality. This can be on the basis of safety and the improved
communication between the customer and the service provider. Various service standards
are made for external customers, internal customers, telephone etiquette, voice mail, e-
mail etc. (Jalbani and Soomro, 2017). The general service standards include that the
company will make their goal for exceeding the customer’s expectations. The company
will make conscious effort for complimenting the co-workers, being conscious of their
communication style, working for anticipating the needs of the customers.
11. The companies who are dedicated and determined to practice the best customer services
prefer to measure its service standards as it gives an idea to the company whether they are
on the right path to satisfy the customers or they need to bring improvements in the way
they fulfil the requirements of the customers. In order to measure this, the companies
collect the feedbacks from the customers, creating the review opportunities, using a
mystery shopper, evaluating the customer retention and many more other strategies. It
helps in managing the expectations of the customers and also helps in setting the
expectations of the employees.
12. Public relations are basically the process to maintain a favourable image and build the
beneficial relationships between the company and the public groups, communities, people
it is serving. It is also known as “free advertising”. It is not a costless promotion form.
Salaries are paid to the people who execute the PR strategy. It seeks for promoting the
organisations, services, products and brands. It also helps in building and maintaining the
positive image. It helps in informing the target audiences about the associations with the
service, product or the company (Mixon Jr, Asarta and Caudill, 2017). It also contributes
in maintaining good relationships with the influencers. Goodwill is created among the
consumers, target audiences and media which raise the profile of the organisation.
13. The five ways for promoting the products are media coverage, social media, website,
advertising and personal selling. Media coverage helps in making great digital content.
This is done when media adopts the company’s story which is considered as a compelling
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content. Websites help in building the support to the business. Through this, the latest and
standard tools for creating a dependable foundation. Social media marketing helps in
improving the bottom line which increases the awareness, improves the SEO and builds
customer relationships. These offers the social media services which helps in supporting
the websites. Digital advertising helps in promoting the products and services of the
company to the people who cannot come physically to the stores (Eiteneyer, Bendig and
Brettel, 2019).
14. If the company wants to attract the customers then the potential customers must be
familiar with the brand. When the company interacts with the customers, the brand
reputation of the company is at stake. The personnel which are faced by the customers
such as sales and service are the most important things to make the image of the company
well defined and satisfactory. If the customer shares a negative tweet or a video in which
bad experience of the customer is shared then it can be viral more quickly than it can be
imagined. This can destroy the public relation image of the company. So the company
must strive hard to aware the customers regarding the great customer experiences.
15. The verbal communication barriers with the customers can be handled by speaking with
clarity with distinct and clear tone, being patient and calm, going out of the way for
accommodating customers, communicating in the simpler and understandable language,
using appropriate medium of communication and by using the technology which helps in
facilitating the interactions. The companies can also make use of brochures and
pamphlets in various languages for ensuring that customers can access the information.
16. Some people who are hearing impaired cannot hear clearly in loud noise so the Customer
service representative must try to minimize the noise around. The CSR can also ask the
customers to repeat the words listened. The SR must not talk too rapidly or using the
complex sentences. They can wait to ensure that the customers have listened properly.
17. In order to communicate effectively with the vision impaired people, the CSR must speak
clearly and naturally. The body language must be continuously used as it impacts the tone
of the voice and extra information must be given to the people. Accurate and specific
language must be used when the directions are given. The situations where competing
noise is present must be avoided. The CSR must also introduce them without assuming
that the customers can analyse by hearing the voice.
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18. The ways in which excellent customer service is provided are as follows:
 They must respond as quickly as possible as people do not like to wait.
 The company must earn the trust of the customers by providing high standard
products and services. This can be done by going extra mile (Janahi and Al
Mubarak, 2017).
 Treating the customers or the clients just like the family members which means
that knowing the customers more which helps in providing better service which
makes them satisfied and fulfil their needs.
 The CSR must not hide their faults and must confront the situation. Apology must
be offered and issues must be fixed when any mistake is done.
19. The unhappy customers are due to the bad customer experiences and when the business is
majorly online, it leads to damaging of the reputation. When the customers become
angry, they express it on the keyboards online in the form of giving the negative review
on social networking sites. This leads to loss of customers which results in losing of sales
which therefore lead to loss of profits. This majorly impacts the business’ financial
health.
20. When the company understands the behaviour of the customers, then the price point can
be ascertained for the specific customer segments. This helps in putting the most efficient
and effective promotions and the schemes of incentives which contributes by serving the
customers in such a manner which motivates to encourage the referrals and business. It
also increases the customer retention and builds a stronger relationship between the
company and the customers.
The techniques which can be used to understand the behaviour of the customers are the
customer analytics which helps in capturing the unstructured and structured data. Social
Media Analytics helps in unlocking the value of sentiments of the customers.
21. The research methods which can be used to examine the customer needs are mapping the
customer journey, conducting the research “follow me home”, interviewing the
customers, conducting the voice of the customer surveys, analysing the competition,
diary studies through which experiences can be recorded, interviewing the stakeholders
and mapping the customer process.
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22. Monitoring the complaints is considered as the most important component of the
customer service and the success of the business. It not only helps in gathering the
valuable insights of the customers but also helps in improving the company’s progress
which leads to reduction in the costs, increase in the profitability and making the
customers more satisfied.
Keeping the records not only helps in providing the protective value but also proves to be
good in terms of legal protection as well. If the customers make any type of complaint
regarding the product and the experience which was found to be damaging then the
records related to this is considered as a defence part. These help in demonstrating the
consistency and nature of the complaints of the customers and the response logs of the
company.
23. Customer Relationship Management (CRM) is basically a technology which helps to
manage the company’s relationships and the interactions with the potential and the
existing customers. The main goal of CRM is improving the business relationships. It
helps the organisations to stay connected to the customers, streamlining the processes and
helps in improving the profitability (Badwan and et.al., 2017). The CRM contributes by
focusing on the relationships between the organisation and the people. These includes the
customers, colleagues, service users, suppliers etc. in terms of finding customers,
providing services and support in order to win the business and relationships.
24. Feedback from the customers can be taken by usability tests, social media, exploratory
customer interviews, email and customer contact forms, customer feedback surveys, on-
site activity through making use of analytics and instant feedback can be taken through
the websites (Carless and Boud, 2018).
25. The company can show the customers regarding the dedication the company has for
keeping the customers satisfied by using social media for handling the customer’s
complaints. Through social media, many hashtags can be used strategically and also
separate handles can be set for customer service support. For this, the company needs to
manage the presence on social media carefully otherwise it can damage the brand image
and can shift the customers far away. Through the social media, the companies can also
handle the issues of the clients which help in enhancing the brand reputation.
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26. The strategies which can be used for monitoring, managing and introducing the ways for
improving the customer service relationships are asking the customers for their
feedbacks, consulting with the agents to improve the practices, offering regular channel
maintenance, personalization and customization, building trust by increasing the
transparency, focussing less on the sale, providing right content at the right time,
engaging in collaborative selling and many more.
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ASSESSMENT TASK 2
1. Ozhouse Clean must consider various legislations and regulations which help in
facilitating and protecting not only the employees but also the customers. According to
the Australian Consumer law (ACL) which came into effect in 2011, if the customers buy
any product then they have the consumer rights to make the product do whatever they
want and if there is any fault or defect in the product then they can get it replaced,
returned or refunded. Same in the case of Ozhouse Clean also, if they cannot provide the
satisfactory service to the customers then the customer can ask for the consumer rights.
They can get their house cleaned again or they do not have to pay the money for the
previous unsatisfactory service (Ozhouse Clean, 2021).
The Ozhouse clean must also consider the pricing law in Australia which states that there
must be one genuine price on the products which means that if there are two or more
prices on the product then the company has to sell it at the least price. Some ACL laws
are as follows:
If your customers ask for a
bill, you must provide it
free of charge.
 If you sell goods or
services worth more than
$75 (excluding GST), you
must give your customer a
bill. If any product is sold at price more than $75, customers will be given a bill.
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 If the customers ask for a bill, then the shopkeepers must provide it with no
charge.
 If there is any fault, defect or problem with any good or service, the customers
have the right that they can ask for the compensation. Even if the product has the
sign of No Refund, then also the customers can ask for the compensation
including the refund or the replacement.
 The company also needs to protect the personal information of the customers
under the privacy ACT 1998.
For the employees, the company must follow the regulations of Occupational Safety &
Health Administration (OSHA) such as hand and foot protection, eye and face protection,
ventilation and toxic and hazardous substance. The workers must be protected in any case by
the use of federal and state regulations which are related to the janitorial services.
2. The needs of the customers of Ozhouse Clean are professional, immaculate and
trustworthy cleaning service. The target customers can invest and pay for the cleaning
services but the condition is that they must meet up their expectations as there are many
competitors of Ozhouse Clean in Melbourne, Australia. The customers of the company
reside in the inner city of Melbourne. They need home cleaning regularly either
fortnightly or weekly but must be done for 3-6 hours. There is a high demand for the
cleaning services in Australia but the competition among the cleaning service providers is
also very high. This is why the Ozhouse Clean must develop and implement the
consumer service rights to lead its competitors in Melbourne.
Ozhouse Clean
Customer service and communication policy and procedure
Strategies
(what)
Actions
(how)
Priority
(L/M/H)
Time
Frames
(when)
Performance
Indicators
(measurement)
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Ozhouse Clean need
not to lower its prices
according to the pricing
strategy of its
competitors. It must
keep its prices higher
by monitoring its
financials as the
company focus on
developing the
sustainable business.
The company must give
limited discounts to the
customers with the
maximum repeating
orders.
This can be done by
establishing the
commercial cleaning
service which includes
expanding sales to the
existing customers and
introducing the existing
products into the
completely new market.
High 1 month. The overall sales can
be monitored and the
customer levels in the
planning’s first year.
Feedbacks from the
customers must be
taken to analyse their
opinions regarding the
service.
Ozhouse Clean must
also train the employees
well and especially
train those employees
who interacts directly
with the customers so
that they can become
able to communicate
with all type of
customers in well
mannered way and can
satisfy the needs of the
customers.
Training experts must be
hired according to the
needs of the workers and
must monitor the skills of
them so that necessary
improvements can be
made. Required Resource
Facilitation must be
provided. Incentive Plan
can be made.
Medium 3 months. Skills of the workers
must be analysed and
feedbacks from the
potential and existing
customers must be
taken regarding the
customer services
provided by CSR.
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