Improving Quality Customer Service: A Colesworths Case Study

This report provides an overview of managing quality customer service at Colesworths, addressing strategies to regain market share lost to competitors. Part A identifies customer needs concerning quality, time, and cost, and proposes plans to ensure customer satisfaction in these areas. It also outline...Read More

Running head: MANAGE QUALITY CUSTOMER SERVICE
Manage Quality Customer Service
Name of the Student:
Name of the University:
Author Note:

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Executive Summary:
The report gives an overview on managing quality customer service of Colesworths. The report
has two parts. Part A has puts forwards various questions on how to ensure effective delivery of
customer service. Part B of the report provides definition to various laws and their impact on the
business.

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Table of Contents
Part A...............................................................................................................................................3
1. Needs of the Customers in Terms of:..........................................................................................3
Quality:.........................................................................................................................................3
Time:............................................................................................................................................3
Cost:.............................................................................................................................................3
2. Plan for Ensuring Customer Satisfaction in terms of:.................................................................3
Quality:.........................................................................................................................................3
Time:............................................................................................................................................3
Cost:.............................................................................................................................................3
3. Identification Process for the Market Trends of the Products of Colesworth.............................3
4. Product Delivery to the Customers within Targeted Quality, Time and Cost.............................4
5. Monitoring Team Performance....................................................................................................4
6. Manager’s Role:...........................................................................................................................5
a . Monitoring and Evaluation of Own Performance..................................................................5
b. Learning Opportunities for Performance Improvement...........................................................5
7. Managing Team Performance......................................................................................................6
a. Team Assistance in Overcoming Difficulties..........................................................................6
b. Communication Skills Used.....................................................................................................6

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Part B...............................................................................................................................................6
1 a. Anti-discrimination law............................................................................................................6
b. Australian Consumer Law...........................................................................................................7
c. Industry Codes of Practice...........................................................................................................7
d. Work, Health & Safety................................................................................................................7
e. Ethical Principles.........................................................................................................................7
2. Importance of Public Relations and Product Promotion for Colesworths...................................7
References:......................................................................................................................................8

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Part A
1. Needs of the Customers in Terms of:
Quality: Given the Colesworth scenario customers looks for quality products as they
help in reducing the cost and the risk of replacing the faulty goods (Goetsch and Davis 2014 ).
Time: With respect to time, customers expect a timely response. Therefore the preferred
channels for generating a response should be prompt.
Cost: Customers usually balance benefits of the products against its cost. The product is
purchased when the benefits out ways cost.
2. Plan for Ensuring Customer Satisfaction in terms of:
Quality: To ensure customer satisfaction, in terms of quality of gym and personal fitness
equipment, Colesworth must create a long term plan for quality improvement by talking to the
clients.
Time: For ensuring better timely response it is necessary for setting up an automatic
response email and ensuring availability of quick reply option
Cost: Colesworth should reduce the cost of its gym and fitness equipment for better
customer satisfaction without compromising on the cost factor.
3. Identification Process for the Market Trends of the Products of Colesworth
The process adopted by Colesworth in identifying market trends for its products are as
follows (Thompson 2015):

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 By keeping track of the industry influencers
 Through absorbing the up to date trends and research
 Accessing industry behavior through analytics and digital tools
 By listening to the customers
 By keeping a track of the competitors
4. Product Delivery to the Customers within Targeted Quality, Time and Cost
The customer Service of Colesworth can ensure effective delivery by responding as fast
as possible (Stark 2015). They can also do so by knowing the customers exact needs and wants.
The customer service can also fix any existing problem by going extra miles. This will also lend
them customers for a lifetime.
5. Monitoring Team Performance
The quality and delivery standards of the team can be monitored as follows:
 By listening to the customers by monitoring their interactions
 By capturing all the channels for customer feedback
 By making use of quality monitoring that helps in improving agent skill
 By ensuring means for continuous improvement of the productivity and
performance of the agent
 By measuring the result and keeping track of the constant evaluation and feedback
for measuring and monitoring progress.

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6. Manager’s Role:
a . Monitoring and Evaluation of Own Performance
The manager can monitor and evaluate their own performance by the following means:
 By not being afraid to the delegates
 Through effective communication
 By keeping the goals focused and clear
 By training and developing the employees
 By embracing telecommuting
b. Learning Opportunities for Performance Improvement
The learning opportunities for performance improvement are based on the 5A’s model which
includes:
 Alignment: Aligning the learning with the strategic goals of business
 Anticipation: Setting an expectation for improving the performance
 Alliance: Creating an alliance for learning between the learner and the manager
 Application: Applying the new learning on an immediate basis
 Accountability: Holding the learner and the organization accountable for measuring
the impact

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7. Managing Team Performance
a. Team Assistance in Overcoming Difficulties
Managers can assist team in overcoming their difficulties by adopting the following means:
 By maintaining proper communication
 By Ensure maintaining a positive work ambience
 By acknowledging good work
 By managing conflict.
b. Communication Skills Used
The communication skills that the managers must use include:
 By setting a context
 By ensuring the repetition of the messages
 By creating dialogue and checking whether it is understood
 By ensuring proper listening
Part B
1 a. Anti-discrimination law
Anti-discrimination law represents the law on the people’s right to be equally treated
(Lukes and Bangs 2014). As an employee Colesworth need to prevent any kind of bullying,
harassment and discrimination taking place in the workplace.

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b. Australian Consumer Law
This represents a national law that guarantees customer rights while buying any goods or
services (Howells and Weatherill 2017). According to this law Colesworth cannot avoid the
responsibility of meeting consumer guarantees.
c. Industry Codes of Practice
This ensures compliance of the industry with the agreed objectives that helps in
benefiting employers, workers and consumers (Stamatakis, Weiler and Ioannidis 2013). Under
such constraints, Colesworth needs to promote the best practice, help enhance consumer
confidence and improve safety standards.
d. Work, Health & Safety
This provides a framework for protecting health, safety and welfare of the workers at work
(Schaufeli and Taris 2014). Abiding by this, the prime responsibility of the company lies in
ensuring the health, wealth and safety of the workers
e. Ethical Principles
This provides a framework for analyzing typical ethical dilemmas (Bryman and Bell
2015). The ethical principles of Colesworth represent the ethics that helps in shaping the
company as well as its employees.

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2. Importance of Public Relations and Product Promotion for Colesworths
Public relations are important since it helps in builds the credibility of the company
through various intermediaries. On the other hand, product promotion helps in delivering the
benefits of the products of the company to the customers.

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References:
Bryman, A. and Bell, E., 2015. Business research methods. Oxford University Press, USA.
Goetsch, D.L. and Davis, S.B., 2014. Quality management for organizational excellence. Upper
Saddle River, NJ: pearson.
Howells, G. and Weatherill, S., 2017. Consumer protection law. Routledge.
Lukes, R. and Bangs, J., 2014. A critical analysis of anti-discrimination law and
microaggressions in academia. Research in Higher Education Journal, 24, p.1.
Schaufeli, W.B. and Taris, T.W., 2014. A critical review of the Job Demands-Resources Model:
Implications for improving work and health. In Bridging occupational, organizational and
public health (pp. 43-68). Springer Netherlands.
Stamatakis, E., Weiler, R. and Ioannidis, J., 2013. Undue industry influences that distort
healthcare research, strategy, expenditure and practice: a review. European journal of clinical
investigation, 43(5), pp.469-475.
Stark, J., 2015. Product lifecycle management. In Product Lifecycle Management (Volume
1) (pp. 1-29). Springer, Cham.
Thompson, W.R., 2015. Worldwide survey of fitness trends for 2016. ACSMs Health Fit
J, 19(6), pp.9-18.