Strategic Plan for Azure Beach Public Library: Customer Service Report

This report presents a comprehensive strategic plan for Azure Beach Public Library (ABPL) in Australia, aiming to enhance its customer service. The report begins with an introduction outlining the importance of strategic planning in business and its relevance to ABPL, which serves approximately 500 daily visitors. The first assessment event focuses on portfolio-quality customer service, including a customer needs analysis, public relations, and product promotions. It identifies the target demographic, customer needs in service, and service provision statements. Key Performance Indicators (KPIs) and performance measures are established, alongside a customer service charter, service promises, and a continuous improvement plan with a SMART goal and timeline. The report also details a communication strategy, strategies for improvement and monitoring, a mission statement, a customer feedback survey, a meeting agenda, and a coaching plan. The second assessment event addresses customer complaint resolution, including a policy summary, complaint handling process, resolution strategies, and follow-up procedures. The report concludes with references and appendices, including a survey questionnaire, providing a thorough analysis and strategic roadmap for ABPL's customer service enhancement.

Running Head: MANAGE QUALITY CUSTOMER SERVICE
MANAGE QUALITY CUSTOMER SERVICE
Name of the Student:
Name of University:
Author Note:

1MANAGE QUALITY CUSTOMER SERVICE
Table of Contents
Introduction......................................................................................................................................2
Assessment event 1: Portfolio-quality customer service.................................................................2
Customer needs analysis..............................................................................................................2
Public relations and product promotions.................................................................................2
Demographic profile of the target customer base....................................................................3
Customer needs in service.......................................................................................................4
Service provision statement.........................................................................................................4
KPI’s and performance measures................................................................................................5
Customer service charter.............................................................................................................6
Service promises......................................................................................................................7
Continuous improvement plan.....................................................................................................8
SMART goal............................................................................................................................8
Timeline for implementation...................................................................................................8
Communication strategy..........................................................................................................9
Strategies for improvement......................................................................................................9
Strategies for monitoring improvements.................................................................................9
Mission statement......................................................................................................................10
Customer feedback survey.........................................................................................................10
Meeting agenda..........................................................................................................................10
Coaching plan............................................................................................................................11
Customer service procedure......................................................................................................13
Draft procedure......................................................................................................................15
Assessment event 2: Customer complaint resolution....................................................................15
Policy summary.........................................................................................................................15
Overview of the customer complaint policy..........................................................................15
Key staff members.................................................................................................................16
Complaint handling process......................................................................................................16
Complaint resolution.................................................................................................................16
Follow-up...................................................................................................................................17
Conclusion.....................................................................................................................................17
Reference.......................................................................................................................................19
Appendices....................................................................................................................................22
Appendix 1: Survey questionnaire.............................................................................................22

2MANAGE QUALITY CUSTOMER SERVICE
Introduction
Strategic plan is considered to be one of the important aspects for the business
organisations to get competitive edge in the business. As per the research of Uzarski and Broome
(2019) it can be stated that the role of strategic plan requires a great deal of information about the
market trends and the customer needs and on the basis of those aspects an organisation should
design its strategic planning. In fact, evaluating the organisational efficacy and ability is also
played crucial role in keeping pace with the market demands (Bahadori et al. 2018). In response
to this, it can be argued that both the internal and external elements are very essential for an
organisation to procure better market position. In response to this, the report is going to create an
effective strategic plan for Azure Beach Public Library (ABPL), Australia. The organisation
offers modern public library services to the community with the number of 500 people visiting
every day. This report aims to propose an effective strategic plan for ABPL that can help the
organisation to get competitive advantage in the Australian market.
Assessment event 1: Portfolio-quality customer service
Customer needs analysis
Public relations and product promotions
ABPL is currently using the traditional marketing and promotional initiatives in terms of
television advertisements and billboards. It is important to note that the organisation is not so big
to invest enough in its promotional techniques and strategies. As a result of that it is effective to
a certain extent to attract the local customers. The organisation is highly focused on its customer

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satisfaction and library environment which can deliver a better experience to the readers. In
addition to this, the library is also going to provide digital library facilities to the people so that
they can get modern library amenities properly.
However, there are certain needs that the organisation must opt for so that it can bring
more sustainability into its business process. For instance, ABPL should reduce its costs in
marketing and promotion so that it can be used in the product development. However, it does not
mean the organisation will reduce its effort to bring efficacy into its business practice. In
response to this, it can be stated that the encompassing the social media marketing will take less
costs for the organisation but the result will be satisfying. Moreover, the increase of social media
marketing can provide better opportunity for ABPL to attract more customers.
Demographic profile of the target customer base
Age- The customers are generally belonged to the age of 24- 60 years of age.
Gender- Both male and female visitors are considered to be the target customer base of ABPL.
The organisation does not follow any gender specification.
Life cycle stage- Most of the visitors are either belonged to the bachelor stage or they are family
persons who are liked to acquire information and passionate about reading.
Income- People with the income group of middle are identified as the potential customers of
ABPL. However, high earners are also included into the customer base.
Occupation- Young professionals, students and old age people are identified as the potential
customers of ABPL.

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Name
Age
Location
Occupation
Interest
Preference
Jill Anderson
26
New South Wales
Student
Reading, Music, sports
Cultivating imagination and ideas
Figure 1: Potential customer persona
(Created by the author)
Customer needs in service
The visitors of ABPL are highly focused on their knowledge and the academic needs.
Therefore, they seek a place where they can nurture their ingenious minds with the help of
proper facilities and abundance of reading materials for their subject. Moreover, a leisure time is
also required by the readers so that they can relax at the same time.
Service provision statement
ABPL provides a number of important facilities to the customers for the benefit of the
readers and increase the goodwill of the organisation. In response to this, it can be stated that the
organisation provides a number of services to the readers. For instance,

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 An open and inviting environment of reading and acquiring knowledge.
 Anticipating the community needs and interests.
 Provide life-long learning opportunities.
 Online accessibility of the books in the process of supporting e-learning.
In response to this, there are relevant resources that the organisation must possess in order to
provide the prescribed services properly. As far as the physical resources are concerned, the
library provides a reading hall where the readers can read and learn. Moreover, an adjacent room
serves to deal with the book requisition and book findings through catalogues or digital presence.
In addition to this, the human resource of the organisation is divided into the admin and the
library staffs. A librarian is appointed and there are number of staffs who can guide the readers
with their requisitions. The technological resource of ABPL is associated with the digital book
search engine and the digital membership portal of the readers. In the portal, there is also a
unique password and user id for each of the members and they can renew their membership
through secured payment options.
Azure Beach Public Library (ABPL) is interested to incorporate the local community by
anticipating their needs and interests and deliver a better learning ground for them where the
readers are encouraged to imagine and exchange their valuable ideas. Moreover, ABPL also
envisions to become a community hub for the locals and intends to do something that can help
the local community to develop.
KPI’s and performance measures
There are two significant aspects that KPIs serve in order to create a quality customer
service. For instance, Shopati, Mitonga and Isaacs (2017) opined that the presence of KPI helps a

6MANAGE QUALITY CUSTOMER SERVICE
business organisation to get guidance to maximise its growth and measure it properly for future
benefit. Moreover, Omuse, Kihara and Munga (2018) advocated that KPI provides a sustainable
framework for the organisation to make progress therefore it is very essential for the business
companies to manage.
In response to this, the KPIs for ABPL are,
 Maintain customer satisfaction
 Increase revenue return
 Enhance footfall traffic
 Create a better image within the community and beyond with the help of word of mouth
 Procure better customer loyalty
In response to this, there are some measures that can help ABPL to understand its progress
towards meeting the KPIs. For example, the Customer Satisfaction Score (CSAT) has to be more
than 5% and the annual growth rate of the customers will be increased to 4% in order to help
ABPL to measure its KPIs. Moreover, a growth of 6% increase in the revenue and a 3% market
share will be heighten for a better image within the community. Moreover, rate of repeat visit of
the visitors and customers at 3% increase will be required for better development.
Customer service charter
The Competition and Consumer Act of 2010 is the major legislative guidelines for all the
business companies to abide while doing business in Australia. In response to this, the Australian
Competition and Consumer Commission (ACCC) commented that safety and collective bargain
of the consumers are considered to be the fundamental of business in Australia (Business.gov.au
2019). However, there are some regional and state territory regulations are prevalent in Australia

7MANAGE QUALITY CUSTOMER SERVICE
such as the NSW Fair Trading Act 1987 that is entitled to monitor the business conduct of the
companies and safeguard the rights of the consumers (Sl.nsw.gov.au 2019). Moreover, as per the
legislation, the business companies are also entitled to safeguard the customer information and
provide a secured monetary transaction facility in case of digital payment.
In association with this, there are certain policy and code of conduct that the libraries in
NSW have to maintain in border to create a better organisational practice. For instance, under the
Library Act of 1939, the staffs of library must act honestly and use due care to fulfil the
functions of the office. In association with this, they are refuse to accept any remuneration, gifts
and benefits that can influence their decisions under the guidance of the Independent
Commission Against Corruption Act 1988 (Sl.nsw.gov.au 2019). Moreover, disability
information is also part of the ethical library functions with wheelchair access so that
discrimination can be averted effectively.
Service promises
 The customers can get quality service in finding their books.
 In case of any book that is not present in the library, the authority can bring the requested
book within 3-4 working days.
 The customers can get a secured payment option for renewal of their membership.
 ABPL offers comfortable and stress free space for all the community irrespective of
gender, class, race or religion.
The customers can get assistance of the administrative department over telephone within the
office hours or there is a 24/7 customer support by mail so that the customers can ask and place
their queries.

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Continuous improvement plan
SMART goal
Factors Goals
Specific To maximise the rate of customers by 3% within next 2 year.
Measurable To enhance the CSAT rating by 10%
Attainable To introduce digital service for customer feedback and create a transparent
relationship with the customers.
Realistic Implement new digital customer care service and train the customers
accordingly.
Time frame The entire process will be completed within 2 years.
Timeline for implementation
Activities
Timeline
Month 1-
6
Month 7-
12
Month
13-18
Month 19-
24
Evaluate the customer needs
Figure out the potential remedies
Analyse the feasibility
Prioritise the possible remedies
Implement the best possible remedy
Monitoring and controlling

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Communication strategy
There are both verbal and non-verbal practices that ABPL must emphasise as a part o the
communication strategy. As per the research of Elbanna and Fadol (2016) it can be stated that
the verbal communication strategy is associated with direct conversation with people. In case of
ABPL, direct communication with the customers in library or customer service desk over
telephone can generate an effective satisfaction for the customers. Moreover, there is non-verbal
communication in direct conversation. Ireri and Deya (2019) pointed out that a positive body
language of the customer service agent can able to create a positive impact over the consumer
and encourage to keep in touch with the organisation. Therefore, in case of ABPL also it will
facilitate better service facility by procuring positive impression on the customers.
Strategies for improvement
ABPL is currently focusing on e-learning practice where the visitors who are not able to
go to the library frequently can access their books and articles through online. It is part of the
digital learning practice where the library members can easily get their books even not visiting
the library. Therefore, a major change in the library digital mechanism has been needed so that it
will be beneficial for all the local and remote customers.
Strategies for monitoring improvements
A dedicated IT team will be appointed which is responsible to control and monitor the
digital platform. Hersperger et al. (2019) opined that network traffic and glitches are often
created problem for customers to access the portal. Therefore, the role of the IT team is to
mitigate those problem. Moreover, the administrative department is also responsible to measure
the Customer Satisfaction score in a monthly and half yearly basis so that it will help to maintain
a strong and effective service quality.

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Mission statement
The mission of ABPL is to enhance the learning process and share knowledge
irrespective of community. Therefore, in corporation of people from diverse cultural or ethnic
background is the aim of ABPL.
Customer feedback survey
The customer feedback survey is entitled to provide better service deliver to the
customers and hope to improve its service delivery practice to a great extent on the basis of
customer needs and demands (Lemma and Ferede 2018). Therefore, the customer feedback
survey will provide enough information regarding the needs and demands of the customers.
Therefore, it is crucial for preparing a good and effective service delivery practice (Logan et al.
2018).
Meeting agenda
 To maximise the rate of customers by 3% within next 2 year.
The service delivery of the employees has to be more effective and creative enough to
attract more customers.
 To enhance the CSAT rating by 10%
Preparing a digital feedback form where the customers or the visitors can express their
views and share some suggestions regarding the customer satisfaction process.
 To introduce digital service for customer feedback and create a transparent relationship
with the customers.
An in-depth analysis of the feasibility of digital customer services and its efficacy to
maintain transparent relationship with the customers will be analysed so that the
importance and relevance of the new change in process can be estimated.

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 Train the staffs to handle the digital customer service process.
The staffs must put extensive measure to understand the function of the portal and gain
confidence of the customers by assisting them to use the portal.
 Achieve sustainability for future competitive advantage within two year.
The staffs must acknowledge the aims and objectives of the organisation so that it can
help to develop a better organisational image in local community.
 Incorporate the local community so that they can understand the true purpose of ABPL
within next 6 months.
Intending to conduct a program for the local community and incorporating them into the
organisation will help ABPL to enhance its appreciation into the local community.
Coaching plan
The fundamental difference between coaching and mentoring is that mentoring is
associated with guiding the staffs to enhance the skills as per the requirement whereas the role of
a coach is to prepare a plan for the employees to develop their skills and abilities (Carmichael
and O’Brien 2020).
Goals Targets Timelines Monitoring
strategies
Evaluation
strategies
To facilitate
sustainability for
future
organisational
practices.
To develop the
communication
skills of the
employees.
3 months On-job training
under the guidance
of a soft skill
trainer. The role of
the soft skill
trainer is to
analyse and
A quarterly
evaluation of the
customer
feedbacks will be
maintained in
order to
understand the

12MANAGE QUALITY CUSTOMER SERVICE
evaluate the on-job
performance of the
employees through
customer
feedbacks
efficacy of the
employee
communication
skills.
To motivate the
employees to
follow the
objectives of the
organisation.
1 month To set policies in
accordance with
the interest of the
employees as well.
The departmental
head is responsible
to address the
organisational
policies to the
employees.
An yearly
performance
evaluation or
appraisal has to be
maintained in
order to make a
better practice for
the business
companies.
Train the
employees with
different attributes
of the system
6 months Demo sessions for
individual
employees under
the supervision of
expert is required
to practice the new
digital customer
service.
A quarterly test
has been arranged
to evaluate their
skills and abilities
of the employees.

13MANAGE QUALITY CUSTOMER SERVICE
Customer service procedure
According to the research of Atenya and Nzulwa (2018) it can be derived that customer
service policy and procedure provides a guidelines for the organisation to follow proper measure
and maintain good quality of service. It is important to note that the customer service theory also
defines the importance of service quality as a measure to develop better organisational practice.
On the other hand, AlQubaisi and Khalfan (2017) pointed out an ethical consideration that the
policy and procedure can provide to execute best form of service quality. Henceforth, it is
essential for a business company to prepare customer service policy and procedure for its own
betterment. In response to this, there is a sharp distinction between policy and procedure. Zanin
and Corazza (2019) advocated that policy means a guiding principle that the organisation
pledges to follow. On the other hand, from the research of Anyieni and Areri (2016) it can be
argued that procedures are the steps through which a company can follow the policy properly.
There are three key procedures that an organisation must take in order to facilitate a better
customer service delivery. The first step is associated with knowing the customers and his needs
(Panayotou et al. 2019). The second step is to serve the customer needs properly and the final
procedure is to respect the needs of the customers.
The first procedure is associated with identifying and analysing the needs of the
customers so that it will guide the organisation to design proper strategies and execution for the
benefit of the organisation. It is important to note that the process put focus on the customer
issues at first then take necessary steps to mitigate it. A less pro-active approach is followed in
order to facilitate and execute the customer service procedure.

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On the other hand, a pro-active approach can be taken where the role of the organisation
has to figure out the potential threat of customer satisfaction so that it will bring a positive
approach for the business organisation to deliver an efficient customer service procedure.
Moreover, it can be stated that there should be both pro-active approach to mitigate the
potential threat and an analysis of the customer needs which helps to understand the real
problems and expectations of the employees. Therefore, it will be effective to manage both the
potential risks of customer satisfaction and the real needs of the customers and visitors.
In order to serve the customer needs properly the employees should have the skill of
listening and offer expertise for the benefit of the customer. The next process is to be responsive
and enthusiastic so that the customer feel satisfied (Budiyanto and Setyohadi 2017). It also helps
to build a trust. The third step is to reflect the company values as it is one of the major concern of
the organisation to promote its brand image to the customers.

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Customer service procedure
Implementation of digital feedback Pro-active approach of analysing customer needs
Initiating digital feedbacks
Initiating digital feedbacks Analyse customer needs
Meet customer expectations Figure out market trends
Identify the customer expectations
Taking actions
Monitoring and controlling
Draft procedure
Assessment event 2: Customer complaint resolution
Policy summary
The main issues of customer’s complaint are problem in searching of new books, quick
payment issue and the network trafficking.
Overview of the customer complaint policy
The purpose of the policy is to create a transparent and effective policy that can safeguard
he rights and demands of the customers. Therefore, the outlines of the policy are as follows,
 Procuring an open and transparent complaint handling.
 Ensure the staffs handle the complaint fairly and objectively.
 Promote and protect customer’s right to comment and provide feedback on service.

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Key staff members
The IT department and the admin team are responsible to control the complaint
procedure.
Complaint handling process
The procedure is based on a four step model initiated with recording the complaint. The
next part is to inform the customer with the complaint progress update. The third step is to
respond positively to the complaint so that it will meet the customer’s expectation. The final step
is to revert back if the complaint will escalate further.
Competition and Consumer Act 2010 and NSW Fair Trading Act 1987 are considered to
be the most important regulations that ABPL must focus while preparing the policy and
procedure.
For investigating the complaint, it is important to maintain a complaint register with full
details of the process. The register requires the conversation between the customer service person
and the customer (Hammond and Agbo 2018). Moreover, the current status of the complaint is
also incorporated into the complaint register so that it will be effective to evaluate the complaint
properly.
Complaint resolution
Steps Timeline Company policy
Mode of
communication
Preventive
measure
Investigate the nature of the
complaint
2 days Fair and
objectively
mitigate the
Telephone and e-
mail
Further meeting
with the respective
department toInform the respective 1 day e-mail

17MANAGE QUALITY CUSTOMER SERVICE
department regarding the
issue
problem reduce this kind of
issues in future.
Suggestion from the
department
1 day e-mail
Progress update to the
customer
1 day e-mail
Deliver the resolved solution
in time
1 day e-mail
Feedback from customer 1 day e-mail
Follow-up
An internal yearly auditing has been conducted regarding the customer complaint and the
escalated issues are highlighted along with the deliberate mistakes. The respective department
head and the person are answerable for the issue and are questioned about whether any necessary
steps that they had taken after the problem (Ngumbi and Wambua 2019).
Conclusion
It is important to note that customer service is considered to be one of the main aspects
that ABPL is working on in order to make the quality service procedure better and flawless. The
organisation is very particular about its image so that the value of the organisation is also
incorporated into its mission and vision. The employees are also requested to understand the
importance of it and perform accordingly so that any further issues in the process can be nullified
effectively. Therefore, it can be concluded that the proposed policy and procedure will help
ABPL to gain strategic advantage in the market extensively.

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Appendices
Appendix 1: Survey questionnaire
1. The environment of the library is friendly.
a. Strongly agree, b. agree, c. neutral, d. disagree, e. strongly disagree.
2. The behaviour of the library staffs is very helpful.
a. Strongly agree, b. agree, c. neutral, d. disagree, e. strongly disagree.
3. You feel secured enough to choose online payment options in ABPL.
a. Strongly agree, b. agree, c. neutral, d. disagree, e. strongly disagree.
4. The portal of ABPL is user friendly and time effective.
a. Strongly agree, b. agree, c. neutral, d. disagree, e. strongly disagree.
5. You get the requested book in time.
a. Strongly agree, b. agree, c. neutral, d. disagree, e. strongly disagree.
6. The administrative department is always available to assist in queries.
a. Strongly agree, b. agree, c. neutral, d. disagree, e. strongly disagree.
7. You are satisfied with the nature of library system prevalent in ABPL.
a. Strongly agree, b. agree, c. neutral, d. disagree, e. strongly disagree.
8. What is the best part of ABPL in your opinion and why?

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9. Do you think ABPL offers you advanced facilities in library?
10. Do you think e-library facility is important to be incorporated in ABPL and why?