ALTEC College BSBCUS501: Manage Quality Customer Service Case Study

This case study, based on a conversation between Jess and Lee, explores the challenges faced by a department in maintaining quality customer service. The issues include staff skill gaps, misleading customer promises, and difficulties in understanding customer needs. The case delves into the tools and techniques used to identify customer needs, such as analyzing past surveys and competitor research. It also addresses internal problems like communication deficiencies and employee performance issues, proposing solutions like hiring qualified staff and setting clear objectives. The case further outlines customer service standards, including speed, accuracy, transparency, empowerment, and friendliness. The document also includes a customer service charter for ToursRUs Travel and Tourism Business, a complaint and its resolution, and a customer service plan, all aimed at improving service quality and customer satisfaction. References to relevant literature are also provided.

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MANAGE QUALITY CUSTOMER SERVICE
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Assessment Task 1
1. Jess and his department are facing challenges and problems in maintaining their customer
service relations. First of all, most of the staff members in the department don't have the
necessary skills required for excellent customer service delivery and they wouldn't accept
that fact because they want to prove their professionalism (Polaczyk, 2018). The team
gives fake promises to customers on how the specifications and features of the
commodities in question will change (Leeflang, Verhoef, Dahlsrom, Freundt, 2014). If
the customer returns to find out that the entire conversation included lies, they get upset
and suspend their transactions with the company. The issue hits the department very
much because they end up losing customers. Another challenge experienced by Jess and
the department is the means of how to reach out to customers and also understand the
needs and expectations of the consumers (Infinit-O, 2016). The department is also
experiencing some issues from fuming and angry customers due to the current situations
(Vishnoi, 2019). The company has a problem with dealing with the wrath of their
customers because, on the other hand, the organization doesn't want to lose any consumer
due to a little misunderstanding.
2. According to their conversation, Lee and Jess had previously tried to work on customer
service relations by acquiring feedback from some of the consumers. The prior report
would create a starting point in the identification of the customers' needs. The data kept
from the research shows expectations from the contacted consumers (The Institute of
Customer Service, 2015). Lee and Jess could also do a study to identify their
competitors. After identifying the customers, Jess and Lee can come up with another tool
of going straight to potential consumers. Although the people approached may not give a
clear implication and information as per the requirements of the study, the researcher can
get into a better position to know their interests after reading the insights portrayed by the
interviewees. All these efforts will help in the identification of what the customers need
from the company.
3. The company is lacking efficient communication from the managers, to the supervisors
and the general employees. Lee and Jess talk about some competent employees, while
others cannot complete their tasks in time and adequacy. According to their conversation,
they also have a problem with the level of education of some employees (Arios, 2018).
Jess and Lee can try to hire qualified staff and make sure they are working with the right
and trained staff to attain the company's' objectives. During some consultations, the
stakeholders think that using the team members working for the company is the best idea
since at the end of the day they are ones who will deal with the customers. However, it is
not a brilliant idea to overwork the staff because they will deliver poor quality due to
large workloads (Maskell, 2013). Jess and Lee should get other means of researching
without directly involving employees to ensure that the workflow is not tempered.

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The company is also having a challenge with the employees working without any sense
of direction or objectives to achieve. Jess and Lee mention only one efficient employee
meaning the others do not count as per the requirements of the company (Kidal, 2018).
As the managers, Lee and his colleagues should make sure that they know the customers'
experience expected so that they can indulge their employees in working towards that
direction.
4. The success of the company grows with the customer delivery implemented by the
employees, an aspect that depends on the service standards offered by the staff. For better
performance, Jess and Lee should apply the use of such measures. Some of the criteria
required include speed standards which involve responding to a customer in the shortest
time possible. Jesse and Lee could also think of accuracy standards whereby a customer
gets the required information adequately (Clark, 2010). Implementation of transparency
standards is equally important because it gives customers real experiences from their
anticipation and expectation. Empowerment standards help in getting answers for
frequently asked questions to avoid repetition. Finally, the company should also
implement friendliness standards, a very critical aspect of customer delivery services
(Sven, 2016). Jess and Lee should look into these stands if they want to improve the
customer delivery services offered by the organization.
Assessment Task 2
ToursRUs Travel and Tourism Business
CUSTOMER SERVICE CHARTER
TourRUs customer service charter outlines the various commitments to achieve the best
customer service standards for their consumers. The company attains success by meeting
all the financial requirements of the business. The main aim of the commitment is to
fulfill the needs of the customers who are the cornerstones behind the continuity of any
business.
Commitments
a. Service whereby the company will offer quality services in all departments and
provide convenient, available, and accessible tickets and all the other packages
required by the clients at all access points.
b. The company will act ethically with everyone around their business in the handling of
complaints and compliments.

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c. TourRUs will explain the products or services and all financial risks and benefits to
all its customers in transparency.
d. The business will secure all the transactions carried out by the company and also
ensure that their accommodation details remain confidential.
Service standards
 Aim at serving all the customers efficiently despite of the available workload
 Provide online booking services, available throughout the day
 Aim at opening up other branches
 Offer accommodation to customers with prior arrangements
 Guide clients effectively during tours
 Answer calls at any given time and solves the queries immediately
 Help customers in case of loss of personal belongings
Chances for consultation in case one is not satisfied are always open at the customer
service department. TourRUs values the feedback of everyone and would do anything
to provide services that satisfy their consumers.
Assessment Task 3
Complain
A client had sent a request regarding information about the frequency of tours in the
company. The data required a presentation in excel sheets, but a confusion occurred
whereby it was presented in PDFs. Besides, the client did not get the work in time and
had to have her project delayed due to lack of effective communication with the
client.
Response from Information Office
The customer was not served effectively, and hence, the department should explain
and apologize for the inconvenience caused. The work should also get revised in the
correct format to enable her to continue with her project. The company should uphold
effective communication, as stated in the charter to ensure efficiency in the
workplace. In an attempt to seek improvement, all emails should get responded at the
right time. The customer should get assured of better service in the future.

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Assessment Task 4
CUSTOMER SERVICE PLAN
The goal of customer service at TourRUs is to maintain excellent services to its
customers and the community in general. The services targeted should be consistent
and of a desirable quality. The company could also improve communication to ensure
customer satisfaction. A well-laid communication strategy ensures that all clients
receive proper guidance upon visit and even excellent accommodation services. An
adequate relationship ensures that all guests are served well, and it entails the
following aspects.
 Development of an efficient model that caters for all the needs implemented
by guests.
 Review of the existing services to ensure effectiveness and efficiency.
 Monitoring of the team to ensure that they offer excellent services to
customers.
 Support and implementation of innovations involving the customers.

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References
Arios, M. (2018, April 26). 6 Internal Communication Challenges that Kill Your
Company's Productivity. Retrieved from
https://www.getresponse.com/blog/internal-communication-challenges-
companys-productivity
Clark, K. (2010, October 5). Sample Customer Service Standards. Retrieved from
http://www.zeromillion.com/business/sample-customer-service-standards/
Infinit-O. (2016, September). Challenges of Delivering Customer Satisfaction and How
To Go Through Them. Retrieved from
https://resourcecenter.infinit-o.com/blog/challenges-of-delivering-customer-
satisfaction-and-how-to-go-through-them
The Institute of Customer Service. (2015, June 8). Setting customer service standards.
Retrieved from
https://www.instituteofcustomerservice.com/research-insight/guidance-notes/
article/setting-customer-service-standards
Kidal, D. (2018, August 24). 4 Internal Problems Your Organization Should Fix Now.
Retrieved from http://www.ridgelinepartners.com/4-internal-problems-your-
organization-should-fix-now/
Leeflang, P. S., Verhoef, P. C., Dahlström, P., & Freundt, T. (2014). Challenges and
solutions for marketing in the digital era. European management journal, 32(1),
1-12.
Maskell, B. H., (2013). Performance measurement for world-class manufacturing: A
model for American companies. Productivity Press.
Polaczyk, J., (2018, February 2). 5 Common Customer Service Problems and How to
Resolve Them. Retrieved from https://www.livechatinc.com/blog/common-
customer-service-problems/
Sven. (2016, December 9). 21 Customer Service Standards That Will Take You Higher.
Retrieved from https://www.userlike.com/en/blog/customer-service-standards

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Vishnoi, L. (2019, April 22). 8 Customer Service Challenges and How to Resolve Them
in 2019 (Updated). Retrieved from https://acquire.io/blog/customer-service-
challenges/