BSBCUS501: Customer Service Analysis and Improvement Strategies

This report assesses the customer service performance of Innovative Widgets, utilizing a KPI template to analyze key result areas such as design and customer service. It addresses issues like call response times, support costs, customer satisfaction, and retention. The report also delves into internal metrics, including sales targets, acquisition costs, gross profit, and employee-related factors like recruitment time, training hours, and employee satisfaction. A coaching planner based on the GROW model is implemented to improve employee performance, specifically focusing on addressing poor customer service and faulty product complaints. Recommendations are provided to enhance customer satisfaction and retention. This document is available on Desklib, where students can find a variety of past papers and solved assignments.

KPI Template
No
.
Key Result Areas
(KRA)
Key Performance
Indicators (KPI)
Metrics
1 Design Toys are designed by a
small group of
designers
Designers produce 3 quality items
per year
Designers come up
with concepts to make
toys
Designers introduce 5 new concepts
every 6 months
2.
Customer service &
Support
Time taken to answer
customer calls
3 rings or 1 min call must be
answered.
Support Costs Vs
Revenue
The support costs were significantly
less compared to the company’s
revenue.
Customer Satisfaction Most customers, about 90%, reported
total satisfaction. The unsatisfied few
cases were due to lack of
understanding of the company’s
products. They therefore came
expecting different services or
products from what the company
could offer.
Customer Retention The customer retention was
reportedly high at around 95%.
Sales
Sales Target The sales target of the company was
$20,000,000 (pre-tax).
Acquisition Cost The company’s total acquisition cost
was 20% of the total sales.
Finance Gross Profit The company’s gross profit was $2,
240,000
Net Profit Margin The company’s net profit was well

Percentage over $ 1,000,000.
Management Sales target The company’s sales target was
$20,000,000.
Customer Acquisition
Costs
The customer acquisition costs were
15% of the total sales.
Recruitment Average Recruitment
Time
5 working days
Average New Hire
Performance
68 points
Average Length of
Placement
15 months
Diversity 16.667%
Training & Development Training Hours 4 hours per day
Productivity Change 28% increase in productivity
Employee Satisfaction 90 points
Performance and Career
Management
Development Plan
Execution
86%
Coaching Plan
Participation
90%
Average Time at Same
Function
3 months
Employee Retention &
Productivity
The Employee Leave
Ratio
10%
Average Vacation
Days
14 working days

Overtime Hours Ratio 23%
Coaching Planner (GROW model)
Coaching phase Activities/questions
Introduction Summarise the reasons for the coaching session from your point of view:
● To achieve the company’s preset SMART goals.
● To determine where we currently are (our current reality).
● To explore all the potential routes to the goal and determine the aptest
route.
● Establishing the will and determination to achieve the set goals despite
the obstacles on the way (Mindtools, 2018).
Ask for input, to describe own perspective:
● As a GROW coach, the major reason of the model is asking probing
questions on what should be improved in a career.
Goal Ask questions to establish Mary’s understanding of performance
expectations, personal goals and aspirations:
● Help Mary come to an understanding that her goals have to be S
(Specific), M (Measurable), A (Attainable), R (Realistic), and Time-
bound.
Reality Ask questions to establish understanding of:
● the real gap between Mary’s performance and expectations/
performance goals:
○ The initial stage of the process is agreeing with Mary on what
exactly she wants to achieve in her career.
○ Afterwards, it is important to reality-check Mary’s situation
currently.
● potential obstacles to achievement, such as Mary’s customer service
skills and personal/work situation:
Options/
opportunities
Ask questions to help Mary generate options or opportunities to help achieve
goals and close performance gaps:
● It is important to find the perfect balance between the goal setting for

Mary and the company’s business performance.
Will Ask questions to establish Mary’s willingness to agree to concrete and time-
bound measures to improve performance:
● Help Mary figure the way out forward and get a good idea of what
exactly she needs to do to get to her goals.
Recommendations:
Issue Recommendation Benefit to the organisation
Poor Customer Service Greet the customers and welcome them
warmly.
Makes the customers satisfied
and thus achieving more
customer retention.
Listen carefully to what the customer has
to say and gather as much information as
possible from them.
Politely inquire from the client to clarify
information that you don’t understand.
In no circumstances should you ever
argue with the customer (Sharabi, 2008).
Faulty Product Complaints
Apologise for any reported faulty
products
Dealing with the faulty product
complaints appropriately will
increase the customers’
satisfaction and thus realizing
more sales (Lu, Berchoux,
Marek, & Chen, 2015).
Show remorse about the issue.
After collection of all the relevant
information on an issue, ask the client
politely on their views on how they
would prefer the issue to be addressed.
Assist the customer in completion of the
claims form and inquire from the client if
they could obtain the apt quotes for
dealing with the claims.

References
Sharabi, M. (2008). Promotion according to who or what you know: managers' and workers'
perception of factors influencing promotion. Human Resource Development
International, Vol. 11 No. 5.
Lu, C., Berchoux, C., Marek, W.M., & Chen, B. (2015). Service quality and customer
satisfaction: qualitative research implications for luxury hotels. International Journal
of Culture, Tourism and Hospitality Research, Vol. 9 Issue: 2, pp.168-
182, https://doi.org/10.1108/IJCTHR-10-2014-0087
MindTools. (2018). The GROW Model of Coaching and Mentoring. Retrieved on 20th
September, 2018 from https://www.mindtools.com/pages/article/newLDR_89.htm