BSBCUS401 - Customer Service Implementation Assignment Analysis

This document presents a comprehensive solution to a BSBCUS401 assignment focusing on coordinating and implementing customer service strategies. The assignment addresses key aspects of customer service, including defining customer service strategies and providing examples of their implementation within organizations. It explores strategies for securing and analyzing customer feedback, the role of competitive intelligence in service development, and the creation of customer service standards and checklists for employees. The document also examines the importance of regularly evaluating customer service strategies, identifying key customer outcome attributes, and outlining steps for resolving customer issues. Furthermore, it delves into different types of budgets used in customer service objectives and provides insights into various aspects of effective customer service management. This solution covers all the knowledge questions from the assignment brief, providing detailed explanations and examples to aid in understanding the concepts.

BSBCUS401 Coordinate implementation of customer service strategies
Knowledge Questions v2.0 (2017/10/30)
BSBCUS401 Coordinate implementation of customer
service strategies
Name
Email address
Assessment
© 2017 Australian Institute of Personal Trainers Pty Ltd and its licensors (AIPT) Commonwealth of Australia Copyright
Regulations 1969
Warning - This material has been reproduced and communicated to you by or on behalf of AIPT, pursuant to Part VB
of the Copyright Act 1968 (the Act).
The material in this communication may be subject to copyright under the Act. Any further reproduction or
communication of this material by you may be the subject of copyright protection under the Act.
All rights are reserved and you must obtain the prior written permission of AIPT for the republication or redistribution
of any content. Do not remove this notice.
Knowledge questions
Carefully read through each question. In your response, you should use terms and phrases that
you defined in your previous assessment. Reflect on your learning unit, including video links, links
to other resources, and your own research.
Please note: Where the response does sufficiently demonstrate your knowledge in this
assessment, your submission will be returned to you for resubmission.
1. Identify and fully explain the term Customer Service Strategies. Provide examples of how
these strategies can be implemented within any organisation.
Customer service an effective customer care strategy is essential to the growth of
your business. ... A customer care strategy plays an important role in
building customer satisfaction, helping you to retain loyal customers and increase
levels of repeat business.
A customer service strategy consists of:
A Vision for Customer Service
Communicating the customer service vision is an important first step in service
strategy. Employees need to understand their role in meeting the needs of
customers and how their work contributes to the vision. It is easy to recognize
businesses that are strong in service and those that aren't. Service training is the
key to a great customer service experience.
Assessing Customer Needs
It is important to find out what the customer needs and expects. There are
several approaches to soliciting customer feedback. It can be done by using
customer comment cards, satisfaction surveys or focus groups. Each method can
be used to acquire feedback that can then be used to develop a plan that strives
1

BSBCUS401 Coordinate implementation of customer service strategies
Knowledge Questions v2.0 (2017/10/30)
to exceed customer expectations.
Customer expectations change at a rapid pace and many organizations fall short
when they THINK they know what the customer wants without asking them.
Unfortunately, some businesses waste a lot of time and money developing
products and services that don't meet customer expectations. Successful
organizations have learned to find out what the customer wants and to develop
products and services that meet those expectations. It is also important to
remember that customer expectations are a moving target and what a customer
wants today could be very different tomorrow.
Hiring for Service
Successful organizations have figured out how to hire service-oriented employees.
This is done by screening potential candidates that have a natural tendency for
service. Technical skills can be taught but personality and attitude cannot.
Therefore, not every employee should be interacting with customers.
Organizational Goals for Customer Service
Customer satisfaction should be measured against identified customer
needs. There should be measurable customer satisfaction goals, and
employees should be aware of those goals so they can help the
organization achieve its service objective.
Customer Service Training
Every business should develop customized employee training that expresses the
organization's approach to service. This should be practical teaching that
demonstrates how the employee is expected to respond in all service
interactions. This would include how to answer the telephone, respond to
complaints, fulfil a customer need or provide a basic service recovery. Much of
this can be spelled out with defined customer service standards that dictate basic
employee behaviour.
Employee Accountability
Employees should be held accountable for the organization's customer
satisfaction goals. Achieving these goals should be a cultural norm that is
incorporated into the performance management process. It is imperative that all
employees understand the part they play and the responsibility they have for
helping to achieve the organization's overall customer satisfaction goals.
Rewarding Good Service
Strong service behaviours are reinforced through a defined reward and
recognition system. This ensures that employees receive positive feedback when
they exhibit the desired customer service behaviours.
Any successful organization understands the importance of a strong service
culture. This is accomplished by creating systems and processes that help to
identify who the customers are and what the customers want, and developing
2

BSBCUS401 Coordinate implementation of customer service strategies
Knowledge Questions v2.0 (2017/10/30)
strategies to achieve those expectations.
2. Explain different strategies that can be applied for securing customer feedback. In your
response, you should identify and describe the value of implementing, analysing, and
responding to customer feedback for all stakeholders.
The different strategies that can be used for the collection of customer feedback can be
enlisted as follows:
Customer feedback services: The use of tools such as Qualaroo helps in acquiring
feedback from customers that helps in understanding about the quality of product and
the level of customer satisfaction level
Customer contact forms and Email: It helps in acquiring spontaneous feedbacks from the
customer and estimating customer expectations
Conducting usability tests: Usability tests help in acquiring feedback about website and
web-related products
Customer interviews: In-depth customer interviews helps in understanding what are the
new features that the customers would like to be incorporated within the product
Social media: Polling survey helps in estimating the popularity of a target product
Comment forums: Comment boxes at the end of pages help in gaining candid feedbacks
from consumers about the quality of the product
On-site activity: Analytics help in understanding how the consumers are associating
themselves with the use of products
Feedback collected through websites: Helps in evaluating consumer responses at
frequent intervals
On the basis of the product characteristics, the appropriate feedback strategy should be
implemented. Further, the collected response must be analysed so as to render
continuous quality improvement of the products and to ensure that the product can be
evaluated critically as per the customer responses and steps can be taken to improvise
the quality. This would ensure better customer experience (secondary stakeholder) and
also improve the business output of the concerned organization (primary stakeholder)
3. Identify at least three situations where competitive intelligence can assist in developing
services within an organisation. Undertake your own research, and reflect on different
processes/practices that could be applied to gain competitive intelligence.
Competitive intelligence guides the decision makers to take important decisions that help
in the planning and implementation of a suitable business strategy that yields improved
returns. The best attributes of competitive intelligence can be considered as the ability to
undertake smarter decisions, gain an advantage, avoid the misfortune of conducting
expensive mistakes, avoid nasty surprises, predict the moves of the rival organizations
and predict the changes within an organization. In addition to this, clearly identifying
consumer needs, improving the organization internally and discovering the best solution
to expand business operations can also help in avoiding missed opportunities of poor
decision making. Therefore the three situations where competitive intelligence can be
used to develop services within an organization would include conducting a market
3

BSBCUS401 Coordinate implementation of customer service strategies
Knowledge Questions v2.0 (2017/10/30)
analysis, improving quality and fixing standardised market price.
4

BSBCUS401 Coordinate implementation of customer service strategies
Knowledge Questions v2.0 (2017/10/30)
4. Perform some online research into customer service standards, and use this as inspiration to
design and present a comprehensive checklist for an employee to follow. This is to ensure
that they continually provide effective customer services within their role. At least ten points
should be included.
The comprehensive checklist for the employees can be mentioned as follows:
Possess excellent product knowledge
Involve in customer interaction
Possess problem-solving ability
Possess patience
Must be able to treat customers professionally
Should be able to handle customer queries with convenience
Should ask for valuable customer feedback
Must be keen to learn new skills
Must be able to handle customer frustration
Must exhibit effective communication and must listen intently
5. Identify and explain the purpose for a business to regularly evaluate their customer services
strategies. Identify both the advantages and disadvantages for undertaking this. What are
the risks to an organisation if this process is not in place?
The advantages of acquiring customer feedback can be enlisted as follows:
Learning customer demands
Identifying customer inconvenience and problems
Upgrading service quality to acquire customer loyalty
Restructuring the specification of the products to meet customer demands
The major disadvantages of the product can be enlisted as follows:
Asymmetrical representation of customer demands
Poor reputation
Wastages of resources and time
6. What are the five key outcome attributes required by most customers? Explain each one.
The five key outcome attributes required by customers include the following:
Product knowledge: Service centre agents while interacting with a consumer must
possess an impeccable product knowledge in order to assure the customers that they
have made the right choice by investing in the product that has such remarkable features.
A customer care agent with poor product knowledge only frustrates the customer and
makes him feel that he made a wrong choice by investing in the product
Patience and flexibility: It is obvious that the customers encountering problems with the
product would be extremely frustrated and dealing with such consumers would require
patience as well as flexibility to ensure that they are comfortable to voice their queries
5

BSBCUS401 Coordinate implementation of customer service strategies
Knowledge Questions v2.0 (2017/10/30)
Customer attention: The primary focus should be on the customers to ensure them that
the problem on their end would be resolved as soon as possible to relieve them from
stress
Language skills: The agents interacting with the consumers must be fluent with their
language skills in order to make the communication process smooth
Empathy towards customer: The agents must as well showcase empathy to make the
consumers believe that the inconvenience caused to the customer is deeply regretted
and would be resolved as soon as possible
7. When a problem or situation has been identified, what are four key steps that can be applied
to resolve or rectify the situation? Explain each step.
The four steps can be enumerated as1:
Proactively listening to the consumer complaint: In this step the executive would ask the
consumer to be vocal about his problem and express his concern
Apologize for the inconvenience that has been caused: In this step, the executive would
politely apologize and make the consumer feel that he would like to help the consumer
and solve his problem
Offer a solution and execute the solution: In this step, the executive would offer solutions
to the problem and execute the offered solution
Follow up with the customer and ask for their valuable feedback: This is the last step
where the executive would follow up with the customer and ask for a valuable feedback.
8. What are three different types of budgets used in organisations to look at customer service
objectives? Explain each type.
The three budgets used for customer services can be enlisted as follows:
Top Down Budgeting: This budgeting method is planned by the highest level of
authorities within an organization who clearly draft a business budget aligned with the
expense estimates and profit that could be acquired from the implementation of the
business plan
Zero-based Budgeting: This form of budgeting enumerates justifying the allotted budget
for a particular planned expense. This helps in avoiding eliminating unnecessary
expenditures and at the same time also helps in identifying critical business needs
Incremental Budgeting: This form of budgeting characteristically helps in adding a certain
proportion of increment to the new budget. It helps in reducing employee conflicts and is
convenient to understand. Also, the budget preparation costs are low. On the other
hand, it does not have any provision for introducing an incentive scheme for the
employees to boost productivity.
9. When looking at customer satisfaction, what are five of the critical areas for consideration
within the organisation’s plan?
1 Ordenes, Francisco Villarroel, Babis Theodoulidis, Jamie Burton, Thorsten Gruber, and Mohamed
Zaki. "Analyzing customer experience feedback using text mining: A linguistics-based
approach." Journal of Service Research 17, no. 3 (2014): 278-295.
6

BSBCUS401 Coordinate implementation of customer service strategies
Knowledge Questions v2.0 (2017/10/30)
The five critical areas that can help in regulating customer satisfaction can be mentioned
as under2:
Responsiveness: The organization must ensure that the employee workforce is extremely
alert and responsive to meet the employee needs
Reliability: The organization must ensure that the employees within the organization are
reliable and can handle customers with patience
Speed: The organization plan must comprise of imparting suitable training to the
customers to ensure that the employees can solve customer queries with convenience
Value: The organization must impart values to the employees so as to communicate to
the customers that they are valued and that would ensure them going back to the
organization3
Competence: The team of professionals must be competent to demonstrate excellent
problem solving skills so as to acquire customer trust
2 Olsson, Helena Holmström, and Jan Bosch. "Towards continuous customer validation: a
conceptual model for combining qualitative customer feedback with quantitative customer
observation." In International Conference of Software Business, pp. 154-166. Springer, Cham,
2015.
3 Celuch K, Robinson NM, Walsh AM. A framework for encouraging retail customer feedback.
Journal of Services Marketing. 2015 Jul 13;29(4):280-92.
7