University Report: Managing Quality Customer Service at VTI KarMart

This report examines the management of quality customer service within the context of a case study involving VTI KarMart. It begins by outlining the development of a new customer service plan, including defining the company's mission and vision, investigating and assessing customer needs, and addressing legislative requirements. The report then delves into ensuring quality customer service, developing action plans to meet customer requirements, and analyzing delivery services and customer dissatisfaction. It provides a detailed exploration of customer handling procedures for resolving complaints, identifying potential issues with delivery drivers, and suggesting actions to overcome difficulties. Furthermore, the report develops KPIs for customer service representatives, designs customer feedback questionnaires, and proposes strategies to utilize feedback for product and service improvement. The importance of managing customer complaints, procuring appropriate technology, and listing resources to support quality customer service delivery are also discussed, concluding with conflict resolution strategies.

Running head: MANAGE QUALITY CUSTOMER SERVICE
Skills and Knowledge Assessment
Manage Quality Customer Service
Student’s name:
Name of the university:
Author’s note:

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Table of Contents
Assessment Task 1: Case study.......................................................................................................2
1.1 Developing a new customer service plan..............................................................................2
1.1.1 Company’s mission and vision statement...........................................................................2
1.1.2 Investigating and identifying customers’ needs.................................................................3
1.1.3 Assessing customer needs...................................................................................................3
1.1.4 Responding customer needs...............................................................................................4
1.1.5 Legislative and regulatory requirements............................................................................4
1.2 Ensuring quality customer service.........................................................................................4
1.3 Developing an action plan explaining how characteristics of a product, system and service
process meet the customers’ requirement....................................................................................6
Assessment Task 2: Case study.......................................................................................................7
2.1 Ensuring the delivery services as per customer specification...............................................7
2.2 Outlining the process to investigate the cause of customers’ dissatisfaction........................7
2.3 Developing customer handling procedure to resolve the customer complaints....................8
2.4 Identifying possible reasons why delivery drivers are not performing to the expected
company level..............................................................................................................................9
2.5 Outlining at least 5 different actions to overcome or manage the difficulties.....................10
2.6 Reasons for recommendations.............................................................................................11
Assessment Task 3: Project...........................................................................................................13

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3.1 Developing KPI for customer service representatives.........................................................13
3.2 Developing a questionnaire to collect customer feedback..................................................14
3.3 Developing strategies to use customer feedback to improve products and services...........15
3.4 Importance of managing and retaining customer complaints and service...........................16
3.5 Importance of procuring an appropriate technology to address any customer needs..........17
3.6 Listing 3 different human resources and 5 different physical resources to support quality
customer service delivery..........................................................................................................17
3.7 Resolving conflict between a customer and team members................................................18
Reference List................................................................................................................................19

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Assessment Task 1: a Case study
1.1 Developing a new customer service plan
In this interactive age, each of the organisations has to learn to treat the customers in a
different way. Organisations have to make customer service plan in order to meet the
organisation's goal. As stated by Zhuang and Babin (2015), in a previous time, the organisations
tried to gain the market share or managing the distribution sales in order to satisfy the customers;
however, in recent time, the customers want that they must be treated individually. VTI KarMart
is a leading organisation who sells medium to high segment cars and moving passengers’ mover
vehicles.
1.1.1 Company’s mission and vision statement
The mission statement of the organisation VTI KarMart is to give an experience to every
customer that must be beyond their expectation in a professional as well as friendly way. VTI
KarMart wants to provide true consumer value and treat the customers with transportation needs.
The organisation's mission statement also includes the growth of the firm as well as the
employees. Therefore, it is clear that VTI KarMart wants to create an atmosphere that can foster
the growth of the employees and provides best customer value.
The vision of the organisation VTI KarMart is based on three interconnected guidelines
that have three pillars. The first guideline is about employee satisfaction; the second one is about
the profitable run of the business. The third guideline is earning the trust and loyalty of the
customers through providing the quality products and service to the customers.

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Values of VTI KarMart are quality of the works, products and focusing mainly on
customers. VTI KarMart provides value to mutual benefit of the customers and dealership of
employee. VTI KarMart cares the business and they try to anticipate the business needs.
1.1.2 Investigating and identifying customers’ needs
As stated by Arsali et al. (2015), dealership sale of the cars is like the examination of the
doctors, first they will make out the needs of the customers by asking critical questions. From a
car selling company, getting idea from the customers; needs is very important. The customers
need a car which can go many miles without any disruption. The customers also need a car
which does not pinch their pocket. The customer representative asks the customers about how
many miles do they want to drive the car monthly. According to the customers' choice, the
salesperson recommends the cars. If the customers want to buy the cars for their own uses, their
buying decisions are distracted by the family persons' choices. In case of the business uses, the
customers want heavy and costly cars that can provide rough uses with benefits of free customer
service for years. Sometimes, the customers provide all the money at a time, sometimes; they opt
to take EMI option. Therefore, the customer representative needs to identify the desires of the
customers by asking about the type of payment they want to make.
1.1.3 Assessing customer needs
VTI KarMart should know what is the most important for the customers. VTI KarMart
gets to know that the price range is the most important factor for the customers. From a car
service organisation, they assess mainly the desires of the customers. VTI KarMart establishes
the budget of the customers before they make out the right choice for the customers. The
organisation needs to find out the intrinsic desires of buying the cars and whether the customers
have any pain and aches. The customer representative must identify what the customers want

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whether the customers have any preferences about styling, colour, reliability, image, safety and
comfort and fuel economy. Capacity of the cars is another factor that the sales executives need to
identify.
1.1.4 Responding customer needs
The customers may ask their query and the executives must be honest in front of the
customers. The customer representative should focus on what makes VTI KarMart better than
the competitors in the market. The executives can highlight why other customers purchase from
VTI KarMart. VTI KarMart will ask the customers to provide feedback on social media and
online platform. The customers can have the confidence to make purchase from the organisation.
Most of the customers provide feedback because they desire to express their opinion (Aryee et
al. 2016). Customers’ need can be highlighted through the importance of communicating with
the customers. The sales executives must be grateful and open to the customers.
1.1.5 Legislative and regulatory requirements
In Australia, Consumer rights are strong and Australian Competition and Consumer
Commission tries to promote the fair trade and competition to give benefit to the customers. This
commission ensures that the business and individuals must comply with the fair trading and
consumer protection law. Australian Consumer Law provides an overview to explain the
consumer laws in simple language. Competition and Consumer Act 2010 ensures that business
trading must be fair so that the customers should not get cheated. CCA act deals with
wholesalers, retailers, suppliers and competitors to promote the good business.

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1.2 Ensuring quality customer service
Fredrick Herzberg provided Two Factors theory that has two different elements,
motivators and hygiene. Motivators of the customers are associated with customers’ social media
support, quality products, convenient and service transactions. In addition, the hygiene factors of
customers are related to the channel switching, long time holds and inconsistency between
analysis of customer satisfaction. Quality service in VTI KarMart be provided through
responding quickly to the customers’ query and emails. One of the biggest factors of good
customer service is associated with speed (Bhattacharjya et al. 2016). When the clients are
requesting something, it is time sensitive. In addition, the executives in VTI KarMart must know
the customers as the customers love personalised touch. Therefore, VTI KarMart can start with
customer profile making campaign. Moreover, VTI KarMart can fix the mistakes by taking
responsibility to get into touch of reputation. The management of the organisation should be
transparent and the organisation must serve the actual purpose of thinking long-term approach.

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1.3 Developing an action plan explaining how characteristics of a product, system and
service process meet the customers’ requirement
Figure 1.1: an Action plan for characteristics of a product, system and service process meet
the customers' requirement

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Assessment Task 2: a Case study
2.1 Ensuring the delivery services as per customer specification
The organisation needs to know the customer's desires and wants. Customers specify
something to VTI KarMart and they typically demand the performance level, features, specific
hardware, lower prices and compliant solutions. The specifications of the customers are many
and they want the cars to be delivered on time. VTI KarMart has been going through the delivery
issue. Deliveries are not being made on time and misunderstandings and complex conflict have
started developing related to deliveries as drivers. In order to deliver the best service on time, it
is needed to know the products that the organisation is selling to the customers. In order to
improve the delivery on time, the organisation needs to improve the supply chain system. VTI
KarMart has its own supply chain systems where the logistics service is not updated. The supply
chain system and the vehicles must be good and organised in order to deliver the service on time.
The supply chain executives must be friendly so that they can provide the service on time. The
suppliers must send the cars on time and they need to deliver the cars on time taking help of the
conventional vehicles and drivers. The drivers of the vehicles should be trained how to timely
deliver the products. The organisation can use the RFID (Radio Frequency Identification)
technique in order to track the deliveries on time.
2.2 Outlining the process to investigate the cause of customers’ dissatisfaction
VTI KarMart can investigate why the customers are dissatisfied with the customer
service approach.

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First step VTI KarMart can take is to assess the complaint that has been coming to them.
The management can develop and understand the complaint from the perspective of the
customers. The management needs to know the process to resolve the problem.
The second step is to investigate the matter through the reviewing the processes, policies,
code of practices and product information from the customers. The customers complained about
the delivery of cars that do not match with the time. The investigation team can share the details
of the complaint with the team members who should know about the matter (Boshoff and Gray
2014). They need to gather files, incident notes, statements and telephone calls.
The third step is to identify the areas of disputes between organisation and customers.
The management of VTI KarMart needs to target the areas that need further investigation and it
considers the time implication. The investigation team can go the customers and interview them
face-to-face so that they can highlight the dissatisfaction issue.
The fourth step is to find out the evidence that may have data and information regarding
the gaps in policy. Delivery of cars has not been done mainly for the drivers and they check the
customers' history.
2.3 Developing customer handling procedure to resolve the customer complaints
VTI KarMart needs to start with customer handling procedure as they have already lost
three major clients. Therefore, they can follow the steps to develop customer service strategy to
resolve the customer complaint. VTI KarMart starts with the creating a customer service vision.
In order to do this, employees of the organisation must understand the goals of the organisation
and make out their responsibility.

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VTI KarMart needs to assess the customers’ needs only to discover what the customers
want. Therefore, a team can be made to handle the customer handling procedure and the team
needs to make a focus group, customer comment cards and satisfaction surveys. The customer
service team must listen to the complaint without any interruption.
In order to solve the complaint of the customers, they need to make an investigation team
by hiring the right employees. The team may lack the skill and strong customer service can
improve the environment that is needed. According to Boukis et al. (2015), this team needs to set
the goals for customer service in order to achieve the customer satisfaction. The customer service
issue needs to acknowledge and it is like losing the dignity to being wrong by making the
customers feel that the executives understand their frustration.
The employees can be given the training in order to improve the service skills and
everyone can get the benefits from the practical skills and teaching. As stated by Call et al.
(2015), rewards can be given to the good service as the employees need the positive
reinforcement.
2.4 Identifying possible reasons why delivery drivers are not performing to the expected
company level
VTI KarMart has been facing the issue when the delivery drivers do not perform well to
deliver the products on time. The customers are leaving the organisation. Drivers are not
performing to the expected company level and the possible reason may be the lack of intrinsic
motivation from the drivers' end. VTI KarMart may not be able to produce the external
motivation in the workplace so the employees can improve the motivation and ability. Lack of
ability of the organisation may also be another reason. The organisation may lack the resources

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like time, supplies and personnel; drivers might take the chances. Drivers might have lacked the
skills and they are too sloth to perform incorrect way. The drivers may also have new in their job
duties and extra monitoring process can solve the problem. In addition, the employees in an
organisation get much burn out so that they need time to re-energise those (Chen et al. 2015).
Drivers may also have the same issue of burn-out and they are doing a poor performance in a
passive-aggressive way.
2.5 Outlining at least 5 different actions to overcome or manage the difficulties
1. VTI KarMart should take the action of simplifying the internal process of assigning the
work to the drivers. The drivers cannot get the work done on stipulated time.
2. VTI KarMart should speed up the communication process to the warehouse where the
cars are kept. The drivers may not be able to slow down the delivery process if the warehouse
personnel try to solve the matter.
3. The management can use the RFID technology and EDI (Electronic Data Interchange)
in order to solve the transportation issue. RFID technology can track the object and the drivers
cannot waste the time and the drivers need to be efficient as the management always track the
moving of the vehicles.
4. If the process of deliveries gets late in any circumstances, the customers need to be
informed early.
5. The drivers must be summoned before the management. The management must ask the
drivers why they face the issue of late deliveries. Their issues must listen and the management
can give clear and behavioural feedback about their issues. If the cars are cleared from the
warehouse in late, the whole process will get late in an obvious way.