BSBCUS501 Manage Quality Customer Service Complete Assessment

This document provides a comprehensive solution to an assessment on BSBCUS501 Manage Quality Customer Service. It includes detailed answers to questions covering various aspects of customer service management, such as engaging new customers, defining vision and mission in customer service plans, understanding the impact of industry codes of practice, maintaining and reviewing records for quality assurance, identifying factors that restrict quality, listing different customer interactions, rectifying service breakdowns, obtaining customer feedback, understanding customer protection laws and anti-discrimination principles, and adhering to national privacy principles. The assessment emphasizes the importance of customer satisfaction, legal compliance, and continuous improvement in service delivery.

Running head: Manage quality customer service
Manage quality customer service
NAME OF STUDENT:
NAME OF COLLEGE:
AUTHORS NOTE:
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Manage quality customer service
Contents
Assessment 1: Written Questions................................................................................2
Assessment 2..............................................................................................................................8
Part.1..........................................................................................................................................8
Part 2:.......................................................................................................................................17
Assessment 3............................................................................................................................19
References................................................................................................................................26
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Manage quality customer service
Assessment 1: Written Questions
Question/Answer
Q1. Imagine you work in a shop. List three things you can do to engage with a new
customer walking into the store.
Mentioned below are the ways for engaging with a new customer:
1. Motion activated digital signage: this method that is motion activated
owing to its visual and audio potential will be naturally helpful in engaging
with a new customer walking into the store. It will help the retailer in
interacting with a new customer on this basis of his/her behaviour inside the
store and according showing engaging content besides informing them
about the products and other offerings. A customer generally gets attracted
to videos and has the tendency of viewing what is running on it.
2. Bluetooth proximity based beckons: retailers can leverage on this
technology working excellently inside a store. A new customer can easily
install the mobile app provided by the retailer and by keeping the Bluetooth
on experience the magic. He/she will get products and running offers
notification when getting closer to near every beacon tempting them in
picking one.
3. In store digital tablets: the retailer can place a small10″ tablet and upload
inventory pictures on it and keep it continuously running so that when a new
customer walks inside the store he/she can see the products offerings
Q2. In your own words, explain what is meant by the term “vision” when used in a
customer service plan.
Vision when used in a customer service plan can be described as a statement clearly
defining the type of customer services that is expected from employees to provide.
Q3. In your own words explain what is meant by the term “mission” when used in a
customer service plan.
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Manage quality customer service
Question/Answer
The term “Mission” when used in a customer service plan can be described as a
statement that clearly defines the ways employees are expected to provide services
to a customer in terms of communication (knowledgeably, clearly and correctly),
care (recognizing the customers and emotionally connecting with them) and
providing solution (owning the problems of a customers and seeing them through to
resolution).
Q.4 How do industry codes of practice affect your role of managing customer services?
The industry codes of practice set standards of conduct for it by providing
guidelines of fair dealing between the customers and business itself, letting the
former getting to know what the business aggress for doing while dealing with
them. The industry code of practice which is generally established by consulting
with the industry representatives and community can either relate to a single
business, or serve for the entire industry. These codes of practice which can be
mandatory or voluntary affect my role of managing customer services in terms of
providing me with minimal a set of standards ensuring that the customers remain
protected from any kind of fraudulent practices or providing them with wrong
information, service or product.
Q5. List the different records that need to be kept and reviewed to ensure quality
customer services.
For ensuring quality customer services the different records needed to be kept and
reviewed are
1. Number of requests received per day: the number of customer requests
received within the last day(s) is revealed from this record further helpful in
determining the trends of customer service besides giving insight for
planning and scheduling the supporting team. For instance, increase in
increase in requests on weekends would mean that the team needs to be
scheduled for working on Saturdays and Sundays.
2. Number of requests closed per user: an overview of how many requests
each customer support executive closes is provided by this record further
helpful in measuring their individual performances and allowing the
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Manage quality customer service
Question/Answer
manager in indentifying the productiveness of all executives and the number
of requests they are handling.
3. Average response time: this record calculated from the time a customer
has made a request to the time he/she is responded by an executive shows
the quality of customer services provided by the supporting team.
4. Average handling time: this record shows the average time taken in
responding a customer request, which is crucial for attaining quality
customer services.
5. Number of monthly requests created: this record is needed to be kept
and reviewed to identify the customer request trends for gaining
comprehension about efficient planning of the team.
Q.6 What factors may reduce/restrict quality customer service?
Factors might reducing/restricting quality customer service are:
1. Unavailability of supporting agents or lack of live support
2. Poor quality of customer service team training- lack of good experience of a
customer while interacting with a support agent, slower responses and
inability to resolve issues may reduce the quality of customer service.
3. Lacking of personal touch and their inability in ditching the canned
responses exhibits low quality of customer services.
4. Failures to take social media as a channel for customer service activities
where both negative and positive experiences are shared by the customers.
Lack of responding to their comments and feedbacks may reduce/restrict
quality customer service.
5. Failure in adopting the 3R rule in terms of taking responsibility, treating
customers with respect and offering speedy resolution for problems may
drive towards loss of customers and reputation as a result of low customer
service quality.
6. Failures in caring about the customers’ needs, not listening to their opinions
and demonstrating a non caring behaviour may reduce/restrict quality
customer service.
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Manage quality customer service
Question/Answer
Q.7 List five different interactions made with customers in every business?
The different interactions made with customers in every business are:
1. For providing a product and/or service related information.
2. For providing examples of a product and/or service’s different uses.
3. For providing assistance in discriminating amongst products and/or services.
4. For taking and processing product orders in addition to service customer
orders.
5. For processing payments for products and/or services.
Q.8 Service breakdown occurs when any product or service fails to meet the customer
expectations. Describe the steps you would to take to rectify a service breakdown.
Discussed in brief are the steps that would be taken for rectifying a service
breakdown:
1. Leading a campaign putting me (Manager) in front of the situation by
making a call to customers who have been affected by the mistakes that lead
towards the breakdown for acknowledging about the problem and pacifying
them that everything is being done for alleviating their inconvenience.
Rather than waiting for the complaints I will let customers know through
emails or phone about the remedial options for the situation and steps taken
by the firm for ensuring fixing the problems.
2. Empowering the supporting team in taking on the spot decisions such as
making refunds, offering additional services or giving discounts on future
purchases when customers complaints or while facing a situation that needs
to be escalated. Stoping a breakdown when it first appears is the most
effective way of stemming a customer service breakdown.
3. Showing customers that efforts are made by me for fixing the problems
rather than just conveying them that correction will be made. Coupons for
future service will be provided or referring them to vendors or providers for
stepping in while I make necessary corrections inside the company, or
letting them see me and other staffs over phones dealing their problems.
4. Thanking customers for their patience at every turn made within the process
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Manage quality customer service
Question/Answer
as they wait and for their loyalties when they come back once the customer
service breakdown is fixed.
Q.9 List thee different strategies for obtaining customer feedback.
Discussed in brief are the three strategies to obtain customer feedback:
1. Collecting feedback on all channels: since the firm is focusing on
omnichannel customer engagement asking for feedbacks across every
channel used is critical. Whenever possible customer surveys will be send
via channels on which they are mostly active as the chance of accepting the
surveys is more when a customer is comfortable with a particular channel.
2. Email Feedback: this most common method for obtaining customer
feedback will be frequently used after providing service or getting a product
delivered bought by the customer. An email requesting to rate their
experiences will be send to their registered inboxes.
3. SMS Surveys: still perceived as one of the most powerful channels for
obtaining customer feedback this method will be used as customers are
always closer to their phones in today’s age further making SMS a great
mode of communication with the customers.
Q.10 How do customer protection laws affect your company?
ACL, the Australian Consumer Law, in effect from January 2011 serves as the
country’s new single national consumer protection law, replacing the Trade
Practices Act. Nine rights of consumers known as ‘consumer guarantees’ for the
sales of products and three for the supply of services are precisely defined by this
law, which my company is obligated to fulfil. The company cannot neglect its
responsibility in meeting the consumer guarantees heedless of its mode of operation
(online or physical business operations). It is important that the company is aware
of its requirements under the ACL and customers might do if the products and/ or
services fail in meeting the consumer guarantee, having a right to solution for
rectifying the situation.
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Manage quality customer service
Question/Answer
Q.11 Outline and describe what briefly what is meant by Anti-Discrimination, and how it
would affect your role as a customer services manager?
The similarity between Anti-Discrimination can be drawn with what parents teach
their children about sharing with everyone and being fair to everyone, having only
difference that discrimination practices can result into shelling out hefty fines. The
aim of Anti-Discrimination Legislation is creating equality between all persons by
illegalization of racial, sexual, and other types of discrimination. Organizations
operating in Australia are subjected to work in compliance with a key legislation
namely Anti-Discrimination, which ensures that customers are protected from
becoming the victims of racial discrimination for the sales of products or supply of
services, that includes retail, hospitality, finance and housing. A customer cannot be
treated differently based on his/her race, and in case of being discriminated or
refusing entry to any store, outlet or mall etc. based on certain race, the company
can face lawsuit for a potential discrimination claim. Anti-discrimination would
affect my role as a customer service manager in a situation for instance, if I refuse a
customer to enter the shop just because of he/she is wearing clothes related to their
religious beliefs making me suspicious or because he/she belongs to a particular
religion, then I might be accused of discriminating between customers and face
legal trials, affecting the reputation of the shop.
Q.12 What are National Privacy Principles?
The way businesses (large and small), health service providers and non-government
organisations handle a customer’s personal information is regulated by the ten
National Privacy Principles contained in schedule 3 of the Privacy Act 1988
(Privacy Act). Collection, usage, disclosure and storage of personal information are
covered by the NPPs further allowing individuals accessing that information and
have it corrected found wrong. The NPPs are:
Principle 1- Collection
Principle 2 - Use and Disclosure
Principle 3 - Data quality
Principle 4 - Data security
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Manage quality customer service
Question/Answer
Principle 5 - Openness
Principle 6 - Access and correction
Principle 7 - Identifiers
Principle 8 - Anonymity
Principle 9 – Trans-border data flows
Principle 10 - Sensitive information
Q.13 What information you should try to find out from your potential customers while
researching their needs?
While researching their needs the information I should try to find out from your
potential customers are:
Functionality and Features: products and services are needed by customers for
accomplishing their personal objectives say for example; a buyer needs a washing
machine for washing clothes.
Price: customers need a product or service meeting their budget, for instance a
student needs a bicycle under AUD100.
Time and Convenience: customers need a product or service saving time and easy
to use. For instance the shop, which is located in CBD
Terms: for every product and/or service certain terms is required by customers. For
instance, a customer walking in our store and making a credit or debit payment
wants privacy of his/her bank details.
Experience: end-to-end customer experience is expected by all customers such as a
customer might need a washing machine easing the washing experience.
Look and design: a product in a particular style, colour and utility is required by
customers, say for example, an easy to fold baby stroller is required by a customer.
Status and Identity: certain products and services are perceived as extension of
identity and social status element by the customers.
Reliability and Durability: reliable, available and durable products and services
are often key requirements of customers.
Assessment 2
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Manage quality customer service
Part.1
I. Introduction
The purpose of this report is to investigate customer needs in context to Comfort Hotel that is
located in Perth City in Australia and relate their needs further with the context of quality
customer services. Businesses exist to solve the customer problems or their needs and wants
through the product or services that is offered and these problems or needs can be anything
such as needs that involves going from specific location to other where a consumer purchases
train tickets. Hence it is essential for any business to understand appropriately customers’
needs so that need is well interpreted to offer solution for needs, irrespective of whether a
customer is internal or external. Commonly there are six kinds of customer needs like
information where customers would need to get information during all phases of purchase
process from the time they are motivated to buy a product/ service till they have finished the
purchase and are fulfilled or are experiencing poor satisfaction1. The other type of customer
need is Choices where customers need to learn on choices or options such as if their sought
after item is in range of product/ service or like finding choices of solution when
experiencing issue in dealing with certain business after sales services. The third type of
customer needs is Control where customer’s need to sense that they are controlling their
purchase intentions and not the business is having control over them during sales procedure.
Fourth type of customer need is fairness where customers need to receive fair value and sense
that they have been treated fairly in comparison to other customers. The other type of
customer need is Friendliness where customer needs to get warm welcome and sense of
belonging and the last type of customer need is Empathy where customers want business to
prove that they can walk in their shoes. Hence in this report a detailed research will be made
to understand aspects of customer needs and service quality as these are vital elements in the
system to establish relationship between a company and a customer to maintain an
impression relative to competitors. Also the willingness to maintain relationship with
customer as desirably as possible reinforces a business to give more attention towards their
service development and implementation for better service benchmarks through review of
1 Wang, Mei-Ling, Learning climate and customer-oriented behaviours: The mediation of
customer knowledge (2015) Journal of Managerial Psychology
<doi:http://dx.doi.org/10.1108/JMP-09-2013-0310>
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Manage quality customer service
customer services thus making it a part of corporate culture so as to find efficacious methods
for further improvement possibilities.
II. Description of the organisation and department and the products / services
Comfort hotel is in hospitality services and is located in eastern part of Perth CBD in
Australia and is a well arranged hotel service provider in economy category which has been
acclaimed with 3.5 star award winning hospitality services. The Comfort hotel is located in
residential place near Hay Street-East Perth which is well connected with good bus or car
transportation service and is little away from WACA and Gloucester Park and is very close to
Royal Perth Hospital as well as to Perth Mint. Moreover very close to Comfort hotel is the
beautiful Swan River which is quite an attraction for guests or customers who visit the hotel.
The hotel offers economy as well as premium economy room services to customers as well as
provides leisure, group or business travel. The room services of Comfort hotel are of eight
distinct kinds like Economy Queen single, Economy queen, Economy family, Premium
economy king, premium economy queen, premium superior economy king, economy twin
and economy triple and these room types can be selected from wide service portfolio of hotel.
Also Comfort hotel provide free wi-fi access across hotel in all their room options as well as
in their food & beverage outlets. Comfort hotel also IJO Garden which is their café service
that provides spell bound fusion dining choices and is administered independently by the
hotel. The IJO Garden is their food & beverage outlet that provides exceptional continental
breakfast, buffet choices as well as a-la-carte dinner selection regularly and is a popular place
for customers to relax and enjoy social gathering with friends, family or office peers.
III. Description of methods used for research
In order to identify customer characteristics of Comfort hotel the method that has been
utilised for research was categorising feedback of customers to recognise patterns of their
characteristics, assumptions, likelihood and the manner they behaved or used services of
hotel. The method of Categorising feedback helped to get an insight into the approach of
customers towards Comfort hotel and the ways that had been utilised to collect customer
feedback included analysing email and customer feedback surveys. Customer surveys helped
to determine customer characteristics and are a quick process as surveys were delivered by
email and over website to collect customer responses and these were used to analyse
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Manage quality customer service
customer characteristics. 2The method was effective as it was relatively cheap and gave
quality information that was useful to understand customer needs and their expectation to
management.
The method that has been utilised to research about customer needs was through customer
interview where they were asked questions related to service of Comfort hotels so as to
interpret or map their interactions to identify appropriate needs.3 These questions were
concentrated on moment of truth mapping so as to get clear details on customer needs
through their responses to get quality inputs.
IV. Summary of information gathered
1. Customer Characteristics
The number of respondents who participated in customer survey helped to determine
characterises of customer towards service quality and satisfaction and it was found that only
20% male participants took part in survey while remaining were females. The reason for this
was many males turned down to answer the questions in survey because of lack of interest to
answer questionnaire.
2 Gobble, MaryAnne M, From customer intelligence to customer intimacy. (2015) Research
Technology Management <doi:http://dx.doi.org/10.5437/08956308X5806005>
3 Wang, Jen Chun, Yi-Chieh Wang and Tai Yang-Fei, Systematic review of the elements and
service standards of delightful service. (2016) International Journal of Contemporary
Hospitality Management, <doi:http://dx.doi.org/10.1108/IJCHM-08-2014-0400>
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