BSBCUS501 Manage quality customer service

1. Explain the purpose of the Australian Consumer Law and how it protects
consumers’ rights.

The Competition and Consumer Act 2010  (CCA) covers most areas such as the relationships
among suppliers, wholesalers, retailers, and consumers. Its purpose is to develop the welfare
of Australians by promoting fair trading and competition, and through the provision of
consumer protections.

It covers:

 Product safety and labelling

 Unfair market practices
 Price monitoring
 Industry codes
 Industry regulation – airports, electricity, gas, telecommunications
 Mergers and acquisitions.

When we buy products and services, they come with automatic guarantees that they will
work and do what we asked for under the Australian Consumer Law. If we buy something
that isn’t right, we have consumer rights. The rights include rights to a repair, replacement or
refund as well as compensation for damages and loss and being able to cancel a faulty
service.

2. Outline the consumer guarantees that apply for both products and services under
the Australian Consumer Law.

The outline of the consumer guarantees services under the Australian Consumer Law, there
are nine guarantees that apply to goods. The guarantees apply to suppliers and, in certain
circumstances, manufacturers.

 Suppliers and manufacturers guarantee that goods are of acceptable quality when
sold to a consumer.
 Suppliers and manufacturers guarantee that their description of goods (for
example, in a catalogue or television commercial) is accurate.
 Suppliers and manufacturers guarantee that the goods will satisfy any extra
promises made about them (express warranties).
 A supplier guarantees that goods will be reasonably fit for any purpose the
consumer or supplier specified.
 A supplier guarantees that goods will match any sample or demonstration model
and any description provided.
 A supplier guarantees they have the right to sell the goods (clear title), unless they
alerted the consumer before the sale that they had ‘limited title’.
 A supplier guarantees that no one will try to repossess or take back goods, or
prevent the consumer using the goods, except in certain circumstances.
  A supplier guarantees that goods are free of any hidden securities or charges and
will remain so, except in certain circumstances.
 Manufacturers or importers guarantee they will take reasonable steps to provide
spare parts and repair facilities for a reasonable time after purchase.

3. List the types of products and services covered by the consumer guarantee.

The types of products and services covered by the consumer guarantee are:

Businesses guarantees products and services they sell, hire or lease for:

 Under $40,000.
 Over $40,000 that are normally bought for personal or household use (for
example, a car or boat).
 Business vehicles and trailers.

Consumer should guarantee on products and services apply to:

 Bundled products and services (for example, internet and modem).

 Gifts with transaction like a receipt or invoice.
 Sale items.

4. Explain why it is unlawful for a retailer to display a sign to say that no refunds are
provided.

It is unlawful because they imply it is impossible to get a refund under any situations – even
when there is a problem with the goods or service

The following signs are also unlawful:

 ‘No’ refund on sale items’

 ‘Exchange or credit note only for return of sale items’

Signs that have ‘No Refunds' will be given if we have changed our mind’ are acceptable.

5. Discuss whether consumers are legally entitled to a refund or replacement if they

change their mind when buying a product or service.

Generally, a business does not allow us to return an item if they change their mind. However,
some stores offer a refund or exchange according to their policy. That's why check before
you buy and check the retailer's returns policy or items and conditions.

6. Discuss the statement below in relation to guidelines about consumer guarantees.

Provide an example to illustrate your answer. “Some suppliers or manufacturers
tell the consumer an extended warranty provides extra protection, which the
consumer would not have unless they buy it.”

Some suppliers or manufacturers tell the consumer an extended warranty provides extra
protection, which the consumer would not have unless they buy it which is not in fact true.
Extended warranties are generally optional.
Suppliers and manufacturers must not:

 Pressurize consumers to buy an extended warranty.

 State a consumer that they must pay money for an extended warranty when such a
warranty gets rights that are equivalent to a consumer’s rights.

7. Explain what information is commonly found in an organisation’s complaints

policy and procedure.

The information should include in an organisation’s complaints policy and procedure:

 Authority: The legislative authority for the policy and procedures should be
obviously mentioned.
 Commitment: The policy should set out the organization’s obligation to effective
complaints management.
 Principles: The policy should have the legislative requirements and guiding
principles that support the CMS.
 Objectives: The policy should state and define the objectives, which should be
linked to clear and specific performance indicators.
 Managing unreasonable conduct: The policy should address on managing
unreasonable conduct by complainants.
 Responsibility and authority: A good CMS should include strong lines of
responsibility and appropriate delegations.

8. List at least two benefits of an effective complaint handling system for businesses
and consumers and the standard steps that you would use to effectively deal with a
customer complaint.

They are:

 Increased customer loyalty.

 About 75% of customers will start business with us again if their problem is
handled in a positive way.

9. A retailer wishes to establish a consistent welcome procedure for sales staff to

follow when a potential client enters the sales room. Document, using bullet
points, a standard procedure that the salespeople could follow.

They are explained below:

 Dress professionally: Always choose conservative, professional outfits that are

suitable for work environment. Because you will be the first face that a potential
customer sees, be sure to dress and act professionally. Dress matters.
 Smile with your greeting: Customers prefer to hear words of greeting and see a
smile. Welcome them in such a way that customer will likely start their shopping
experience off in the wrong mood.
 Show, don’t tell: Rather than sending them, walk with them to the aisle. Take the
time to show them exactly where the products are.
  Ask questions: Rather than deal with a customer complaint when the product
doesn’t serve the well function, slowly ask further, often imperative questions.
 Stop what you are doing: A customer should be greeted quite faster within 30
seconds of entering your store. Stand up from your task and smile and offer the
words of greeting.

10. Explain the concept of service standards and their importance. Identify two
examples of services standards.

 Service standards can also build an important part of marketing material, whether
in print or softcopy form. They help customers know the quality of service. It can
provide avenues for customer feedback, so that service can be regularly improved.
Customer service policies simply include phone and fax numbers, and email
addresses.
 Customer service standards will differ on the basis of the product or service that is
being provided. For example, a public library might make a commitment to reply
to faxes within a week. A retail store could offer to replace all defective goods
within a certain period of time.

11. Explain why a company committed to best practice customer services may choose
to measure its service standards.

It’s essential to measure customer service to regulate whether your customer service practices
are having a positive impact on your customers’ perception and experience of your business.
There are numerous ways to collect information on your customers understanding to help you
measure and know your customer service.

These include:

 Ask the customers whether they enjoyed their experience or not.

 Use customer surveys and online questionnaires.
 Hire secret/mystery shoppers to report back.
 Read online review websites.
 Observe communications between employees and customers.

12. Explain the concept of public relations as a method of marketing communication.

In your answer, explain how it can be used as a form of product and/or service
promotion.

Public relations is a best way of communication process that builds equally beneficial
relationships between organizations and their public. Small businesses can use public
relations tools and techniques to communicate efficiently with customers, suppliers, staffs,
investors and the community. Public relations techniques greatly help businesses market,
their products and services and they influence positive attitudes toward the organization.

13. Describe five methods through which a company can promote its products.

 Electronic medias such as television, radio, internet and content for mobile
devices.
  Print and graphic arts media: brochures, business cards, newspaper ads and
magazines.
 Promotional gifts, like pens, key rings and calendars, can be provided to
individuals and groups.
 Networking and community involvement can also support the promotion of your
business. We can participate in trade shows, conferences, community activities
and other networking events. Speaking to people about your business can also be
a good way.
 Find and employ brand ambassadors: They can be a natural brand ambassador that
can help us promote a product in different spaces we couldn’t reach on our own.

14. Explain how customer service can impact on the public relations image of a
company.

The customer is the person or unit getting the result of a process on the system and the e sum
of what an organization does to meet customer expectations and produce customer
expectations and assist them solving the problem. Public relation is the process that people
use to communicate and make connection between it and its customers using various way of
communications, channels and tools. For example, the person who works in department of
PR in Etisalat and customer serves.

15. Explain how verbal communication barriers with customers can be handled
effectively.

 Give Constructive Feedback: Always provide positive and constructive feedback.

Constructive feedback leads to effective communication between the higher and
subordinate.
 Proper Media Selection: The managers should wisely select the medium of
communication. Simple messages should be conveyed verbally, like: face to face
interaction or meetings. Use of written means of communication can be subjected
for delivering complex messages. For important reminders can be given by using
written means of communication such as: Memos, Notices

16. Explain how you can overcome barriers to communication with customers who
are hearing impaired.

 Always show your mouth. Anything in front, not only hides your lips, it disturbs
the sound.
 Get ready to use pencil and paper. If you have an strange accent or you are not
being understood, write the message.

17. Explain how you can overcome barriers to communication with customers who
are sight impaired.

 Get the person’s attention by speaking or gentle touch on the arm

 Introduce yourself
 Always talk to the person directly than their sighted companion
 In a group conversation, always make it clear your identity and who you are
speaking to.
  Inform people while you are moving away from them.
 Provide information in an alternative ways like audio, large print or braille.

18. Outline four key ways of providing excellent customer service.

 Educate your employees: Educate the employees about the rules and policies of
the company. If we treat and educate them well, they can surely treat the
customers well.
 Seek opinions from your customers: Keep on asking them how you’re doing, what
they like about your business and what they need improvements on. This isn’t
about collecting compliments, so open the network to all customers. Put
mechanisms in place for unknown feedback, such as a “Contact us” button on the
website.
 Treat your best customers better: Special offers, loyalty programs and
appreciation events are best ways to provide customers something extra.
 Admit mistakes, then make them right: Grab the opportunity to improve your
business processes and let customers see what actions you took to minimise the
mistake from happening again. 

19. Explain why an unhappy customer is not good for business.

Customer Service and Satisfaction impacts on many areas of your business. From your
overall market opportunity, your market share, revenue and sales, expenditures, and last but
not least your bottom-line profit. In the following pages, you will see how each of these are
affected and why it is critical for you as a business owner to assure that Customer Service and
Satisfaction is a key factor of your business operations just like advertising, marketing, sales
and production.

20. Explain the importance of understanding customer behaviour and two techniques
that can be used to analyse customer behaviour.

It is really important to understand customer behaviour because it helps a business to

understand the needs of the customers and to be able to offer services and products to meet
these requirements.

Customer behaviour can be analyzed using a various techniques such as surveys, focus
groups and Google analytics.

21. Explain three research methods that a business could use to find out about
customer needs.

 Advertising and promotion research

You can collect information about the success of your advertising by gauging: your
customers’ likely reactions to your marketing and promotional approaches through testing in
a forum such as a focus group the effectiveness of past and planned promotional procedures
through analysis of sales data.

 Customer satisfaction studies

You can determine how happy your customers are with your quality and your service by
surveying customers using: informal methods such as asking with staff or product and service
scorecards, questionnaires that target past and present customers of all time.

 Consumer decision process research

You can work out what encourages your customers to buy, and what decision-making process
they use, through: your own surveys and questionnaires survey results collected through
market research or analysis relevant to your industry.

22. Explain the importance of monitoring complaints, including how keeping records
of complaints can help the organisation better its customer service approach.

Focusing on customer dissatisfaction issues is one of the crucial thing businesses can perform
if they resolve customer complaints. A customer complaints program helps for the tracking,
organizing, and eventual resolution of service. Monitoring a customer complaints program
regularly is crucial to developing long-term customer relationships.

Here are ways customer complaints can benefit an organization:

 Customer complaints helps products, systems and services to be improved.

 Customer complaints can identify staff members who want or need more training,
a refresher course, or close monitoring.
 Customer complaints help you monitor consistency among shifts, departments,
locations and teams.
 It helps you identify where your current policies and procedures are inconvenient.
 Complaints from customers can point out important information which is lacking.
 It gives valuable contents sometimes.

23. Explain the purpose of a CRM and how it can help organisations manage and
improve their customer service information and relationships.

The purpose of a CRM: Customer Relationship Management (CRM) allows a business to cut
costs and grow profits. CRM systems are used to organize, mechanize, and track business
procedures like lead generation, marketing, prediction, sales, ROI measurement, and
customer service. Moreover, the purpose of a CRM system is to enhance integration in these
areas and measure and track the value of customer connections with the ultimate aims of
increased profitability and efficiency.

The CRM lets you to follow quality leads and save time wastage following prospects. Sales
cycles are reduced and win rates are improved. In addition, you can check customer buying
histories to identify potential leads or upsell opportunities.

Top CRM also benefits know your most valuable customers as well as start a customer
reward system or personalized communication to develop engagement and conversion.
Moreover, you can easily point weak links in the sales process, like not responded emails or
calls.

24. Identify two strategies that an organisation can use to gather feedback from its
customers.

 Measure Your Customer Service Performance: Start an email survey when a

complaint ticket gets closed. The purpose of this survey is to regulate whether the
resolution is in accordance with the customer’s desire or not.
 Monitor Social Channels: Social media sites such as Facebook, Twitter, LinkedIn,
etc. can be helpful resources to get customer feedback. A variety of tools are
available that help in social listening, or gathering information on social media
about a brand. Some tools can help the conditions of our competition in the
market.

25. Social media is a powerful tool. Explain how an organisation can use it to monitor
and manage customer service relationships.

 Personalize conversations: Importantly, while quick response is important, an

automated message might not be enough. Both can help show your customer that
you care about their difficulties.
 Respond quickly: We should respond what we hear on tine. According to The
Social Habit, 32% of customers want to listen a response within 30 minutes
online. Fail to address their concerns quickly, and you might see your customers’
irritation spread across social media. Social’s Smart Inbox helps you to track what
customers are expecting and respond on time.

26. Explain two further strategies that can be used to monitor, manage and introduce
ways to improve customer service relationships.

The strategies to monitor, manage and introduce ways to improve customer service
relationships.

Focus Groups: Call current, past and even prospective clients to take part in focus groups to
get real-time, face-to-face feedback about your service stages. Use a moderator to ask
questions and make follow-up queries.

Seek feedback: Feedback lets customers a chance to tell you what they like and dislike about
your business. This provides you important insights into your business to help improve your
offering.

PART B

1. Write a regulations report. Use the Internet to find out about legislation and
regulations that the company needs to abide by in its delivery of services and
ensure that this information is incorporated into the development of customer
service strategies.
In step 4 you will need to provide an overview of the legislative and regulatory context at the
meeting with staff so ensure you make notes to guide your delivery of the information to
staff.

Use the Internet to find examples of customer service strategies developed by other
companies. Make notes on your findings.

Using secondary sources of information, research, identify, investigate and assess likely key
customer needs in relation to cleaning services, including as a minimum quality of service,
cost of service and response times from booking of service to completion. Your report should
be between half a page and one page in length.

Legislation and regulations for cleaning sector

 Modern Award for the Cleaning Industry

The Cleaning Services Award 2010 for the cleaning company took effect from 1 st January,
2010, and functions nationwide. All new staffs must be provided with a copy of the Fair
Work Information Statement (FWIS).

 Required knowledge
 Cleaning chemicals and equipment and their applications.
 Emergency response and evacuation procedures.
 Environmental protection procedures.
 Injury, dangerous occurrence and incident reporting.
 OHS procedures.
 Quality systems.

Legislative requirements may include:

 Australian standards, quality assurance and certification requirements.

 Award and enterprise agreements.
 Industry advisory standards and codes, such as:building codes, dangerous goods
codes.

Company requirements may include: Business and performance plans, client

communication procedures, client confidentiality procedures and client service standards

Rights and responsibilities of employees may include: Confidentiality and privacy, duty of
care, knowing workplace procedures

Rights and responsibilities of employers may include: Duty of care, providing a safe
environment free from discrimination and sexual harassment, providing a safe workplace
according to OHS legislation, codes of practice, regulations, standards and so on.

Soil types may be wet or dry and include: food, dust, cigarette butts, statues, hair and fur
etc.

Surface types may include: glass, furniture and fitting, hard floors, soft floors, walls
Cleaning techniques may include: air blowing, buffing, dusting, products, mopping,
scrubbing

Equipment may include: brooms, buckets, clothes, floor polishers, microfiber products

Standards and legislation.

Standards and Quality assurance are basic to CSA Hygiene. As the Wales market leader we
have been at the forefront of raising standards. All our work will be carried out to HVCA
TR19 standards which provides a popular level of competent standard which is confirmed by
independent laboratory testing.

Customer service strategies

Customer service covers many aspects of your roles like noticing issues, restrooms, supplies,
providing assistance and so on.

1.  Develop a customer service strategy

Research options for customer service strategies and customer needs

The customer service strategy must clearly reflect the customer needs you have identified and
show how these needs will be satisfied through the service provided. The strategy should also
document specific actions, priority and performance indicators. Make sure you consider the
organisation’s mission, vision, values and objectives when developing the strategy.

Use the Customer Service Strategy Template to guide your work.

You will modify this document following a meeting with the Management Team, so save this
version as Draft Customer Service Strategy.

TO DO

2.   Send an email to the management team (your assessor).

The text of the email should be in grammatically correct English, written in an appropriate
(polite, business-like) style. It should introduce and summarise the contents of the
attachments.

The email text should advise the management team that you would like to set up a meeting to
discuss the documents. It should include a brief statement of the purpose of the meeting and
the date and time and duration for the meeting (the meeting will be approximately 30
minutes).

Attach your regulations report and your customer service strategy to the email.

EMAIL
From: …………

To: Management team

Subject: Meeting Discussion

Dear team,

Good morning!

I am writing this e-mail to hold a meeting in order to discuss regulations report and our
customer service strategy. The meeting will be held on 23 rd January, 2020 at 9 a.m. It may
last for 30 minutes. For any queries, please kindly do not hesitate in contacting me.

 Thank you.

Regards,

………………………

3.   Meet with management. At the meeting you will discuss and confirm the customer
service strategy with the General Manager (your assessor).

At the meeting, you will be required to:

 Explain the importance of customer service, as well as legislation and regulations

key to customer service

It’s important to provide good customer service to all customers including new, existing, and
potential customers. Although, it may take extra resources, time and money, good customer
service often leads to greater customer satisfaction.

 Clarify each of the strategies in the new customer service strategy

 Strategies related to Quality of Service, Client Satisfaction and Responsiveness,

Strategies related to Cleaning Workers, Strategies related to Safety.
 Clarify how strategies and actions help in achieving the key customer service
principles, as well as strategic mission, goals and objectives.

All strategies are connected with strategic mission, vision and objectives of the company.
Explain how your plans get the quality, time and cost that the organization has agreed to
uphold for customers.

Quality, time and cost requirements can be balanced by:

 Organize some market research with the customers.

 Know the time and the cost expectation by the customers.
 Allocate the right resources to achieve the goal.

4.   Revise your customer service strategy.

Following the meeting, incorporate your General Manager’s feedback into your customer
service strategy. Save this draft of the document as Revised Customer Service Strategy.

TO DO

5. Take a screen shot of your folder and files. Ensure that you have an overall folder for
your work for this unit, as well as sub folders if necessary. All of the documents that
you have submitted for this assessment task should be correctly named and filed.
Folders must be logical and well-organised, and you will be assessed on this. The
screen shot should show all the folders and documents using the naming conventions
shown below.

Student Appendix
Customer Emails and List of Services Policy and
responses procedures

Customer Emails List of Services.docx Policy and

and Responses.docx Procedures.docx

TO DO

6.   Send an email to the management team (your assessor). The text of the email should be in
grammatically correct English, written in an appropriate (polite, business-like) style. It should
summarise the meeting’s outcomes and introduce and summarise the contents of the
attachment. Attach your revised customer service strategy and screen shot to the email.

EMAIL

From: ……………….

To: Management team

Subject: Meeting Discussion

Dear team,

Good morning!

I would like to get informed about the brief the meetings outcome. The priority of customer
service was highlighted, strategies and actions were properly spoken.

Regarding the feedback gathered, the following topics were added to the strategic plan:

Ethical principles and values:

  are dedicated to the highest ethical standards;
 accept and value their duty to give advice that is objective, independent, apolitical
and impartial.
 show respect to all persons, including employees, clients and the general public;

It holds the revised customer service strategy and screen shot of documents folder in the
attachment.

For any more queries, please kindly do not hesitate in contacting me.

Regards,

…………………..

Task III
1 Answer
It is found that the company not following the policies and procedures in terms of timeframe
while responding to the clients, though both the emails received from both different clients
were received and logged on the same time, however, one of them was responded within 4
days and the other in 3 days. To meet this standard email, they have to be responded within a
working day at any cost. This email should have been responded as soon as possible.
Even as the person who responds the email offered him the best services, his thought was the
best, he could not respond the convincing response to the client, as the first email was asking
for the different query “I am not sure whether weekly or fortnightly will be better so if you
could send me the pricing for both that would be really great” it was quite better for him.
Besides, he responded really in polite manner and replied the question the client did about
why to choose the organization. In the second mail, he didn’t answer about the oven cleaning
pricing “I’m also interested in one off service you offer, for example oven cleaning?” and he
didn’t motivate the client to buy the products or giving extra information as he had asked.
However, he was well advised and polite with the customer.

The person who is providing the customer service found not following the guidelines for
quoting, it means he quotes well the first costumer but he gave a discount that it wasn’t in the
costumer policies, he offered 20% when it is not specified that white a weekly service will be
like this but it has to be 10% discount. When with the second costumer, he quotes well but he
offered the discount.

To address this issue the staff has to be trained in customer service to improve the response
time of emails, if the staff is not enough trained for the demand of emails and costumer’s
attendance hiring more staff to meet this demand can be interpreted, and to follow the
procedure that are in the policy and procedures document. With this the company is going to
look for improved customer service and ensures customer satisfaction and quality in the
service given. A good point of the staff response is that he is polite, well-mannered and
respectful with the clients. He encourages and offers the clients the services.
Question 5
EMAIL
From: ………………
To: Customer Service Team
Subject: Meeting Outcomes and All Agreed Actions

Dear costumer service team,

I am writing this email to inform the outcomes of the meeting where the customer service
was analysed. The balance of this was not as expected because there are some faults in the
customer service process. Actions have already been developed to deal with this issue.
Training for customer service staff will be implemented every Friday for 2 hours for one
month with the purpose to set quick response to clients and make better skills in consumer
service to ensure the quality of this is always high.

Kind regards,

Operational manager

Task IV
Question number II
EMAIL
From: ……………..
To: Management team
Subject: Briefing Report

Dear team,

Good morning!
I would like to inform the following concerns through this email.

It follows the Briefing Report in attachments. Main topics are listed below:

a. Summary of the issues

b. Analysis of relevant legislation.
c. Topics with use of group buying web sites for businesses, as well as benefits and pitfalls.
d. Recommendations for actions, not excluding response to the customers, as well as
recommendations that could be adopted internally to avoid such situations reoccurring.

For any more information, please do not hesitate in contacting me.

Thank you.

Regards,

………………….