Ways to Engage with New Customers
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Question/Answer |
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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 |
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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. |
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Q3. |
In your own words explain what is meant by the term “mission” when used in a customer service plan. 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). |
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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. |
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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 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. |
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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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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. |
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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 as they wait and for their loyalties when they come back once the customer service breakdown is fixed. |
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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. |
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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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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. |
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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 Principle 5 – Openness Principle 6 – Access and correction Principle 7 – Identifiers Principle 8 – Anonymity Principle 9 – Trans-border data flows Principle 10 – Sensitive information |
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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. |
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 satisfaction. 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 customer services thus making it a part of corporate culture so as to find efficacious methods for further improvement possibilities.
- 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.
- Description of methods used for research
Defining Vision in Customer Service Plan
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 customer characteristics. The 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. 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.
- Summary of information gathered
- 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.
Information that was found during customer survey was that the most respondents between 34-41 years age visited Comfort hotels and small group of respondents came under Others category where customers over 57 year age visited Comfort hotel. The age of customers is significant to interpret as sales of Comfort hotel depends extensively on biggest group of customer who belong between 34-41 years and these young customers are significant to drive sales as they have high spending capacity.
Information on customer characteristics that was found was regarding satisfaction of customers towards Comfort hotel’s type of room offers and their variation depth. The results indicated that 56% were satisfied and about 2% were un-satisfied, while 26% were very satisfied with room offers and variety of service. This reflected that Comfort hotel maintained a good assortment of room offerings and their products are very popular in target customers which are essential for hotel to maintain high demand. But Comfort hotel needs to change the assortment from time to time to appeal more customers because the large variety at present has helped to maintain high level of satisfaction.
The other information that was found was level of possibility whether customer of Comfort hotel might recommend visit to hotel to their friends or family. The result reflected that 64% of customers stated to recommend Comfort hotel to others, another 34% mentioned the Comfort hotel in their list of service to use and only 2% stated not to recommend service of hotel to anyone. This showed that customers of Comfort hotel have positive reputation about service of hotel so they were likely to recommend which is best publicity.
- 2. Customer needs
Defining Mission in Customer Service Plan
The information that was collected from customer interview to identify customer needs reflected that staffs of Comfort hotel gave appropriate information to customers as large number of respondents nearly 49% interviewed agreed that they received quality support from staffs in case they had any query related to service or other needs. Another 44% agreed that staff of Comfort hotel answered queries most of the time and were ready to provide information in case of any issue or problem. While a small portion of customers disagreed over staff effectiveness in providing information. These results reflected that staffs of Comfort hotel were helpful towards customers in providing them help and needed information as much as possible and this quality of employee efficaciousness is essential to understand focus of Comfort hotel in delivering service quality and meeting customer needs
Comfort hotels provide their regular guest with personal cards that gives discounts after purchase over specified amount and this bonus can be used in every three months’ time as per customer needs. The main benefit of this card is in offering customer with affordability to get invoice and tax free receipts. And information collected from customer interview regarding information on this service reflected that about 56% respondents agreed that information about how to get these Invoice and Tax free services were available quite easily at front desk of hotel. Another 37% respondents stated that information was provided clearly and only 2% stated that information was not available.
Information that was found from customer interview was in context to customer need for friendliness of service quality offered by Comfort hotel and the response collected reflected that 60% customers were quite satisfied with service quality, expectation and friendliness that made customers felt significant while 29% of customers were satisfied.
- Plan for quality customer service
The plan to further improve quality of customer service at Comfort hotel will include:
- Developing and implementing a customer relationship management model like to improve engagement with customers beyond break and fix kind of services by interpreting their feedback and acting on them at various service levels to enhance customer experience
- Reviewing current support services like helpdesk, IT support, Desk visits etc to ensure service provided is exceptional and up to date with standards.
- Measuring service performance through monitoring and customer satisfaction ratio in areas like response to customer requirement/ request or complaints, tracking service time and quality of delivery to ensure service quality at optimum level
- Planning and adding new service and customer awareness program to enrich the functionality of customer service and ensuring all employees are aware of best practices when using new service planning.
- Legislative requirements for proposed quality customer service plan
The legislative requirement related to proposed customer service plan include ensuring industry code of practices, standard practice of safety and risk and hazard management to ensure quality of service offered to customers.
- Conclusion
Thus it can be concluded that kind of service offered by businesses to customers helps to fulfil quality of service by meeting customer needs through adequate interpretation and focus on customer characteristics so that appropriate level of fulfilment is delivered to customers. This is significant to boost customer loyalty through positive perception for service quality which would help to drive their behaviour. So the key requirement to ensure quality of customer service is to give focus on providing adequate information to improve operation of business as well as emphasising on information derived from customer surveys so that actionable strategies are undertaken to improve outcomes by demonstrating exceptional service quality from customer’s point of view.
Q1.
To investigate customer satisfaction the mechanism that would be used is surveying customers which are an effective manner to get customer feedback and surveys can be sent over email or telephonic surveys can be taken to get authentic feedback by permitting customers answer questions on weighted scale.
Impact of Industry Codes of Practice on Customer Service Management
Q2.
Source: Author
Q3.
The strategy to resolve too many customer handling complaints includes demonstrating them value and taking their concerns with adequate attention to provide help and build a relationship further in trade. An open complaint policy needs to be developed that clearly states manner to address different types of issues and employees need to be given training on complaint handling so that they have competency and confidence to deal with difficult customers and support them with action measures. Also employees should be made aware that complaints need to be top priority issue for business and one who handles them need to have enough authority to resolve issues completely. Further it needs to be ensured that employees should process complaints from all sources like in person, by email, online, telephone or by mail and should be handled effectively. Moreover, a process to log and assess all complaints need to be set up and shared with everyone so as to permit employees to tackle with specific complaints and highlighted problems.
Q4.
In order to monitor team performance of customer service department the methods that are recommended are:
Reviewing written correspondence: all form of written correspondence with customers from initial point of contact to after sales including letters, emails, live chat records can be analysed to get vital information that can give insight about the manner customer service representatives handle customers. Also employees of department can be informed about being monitored so that they remain vigilant and demonstrate better attitude. All these review can be made weekly or monthly and analysis can be presented in comprehensible way to management and staffs so that they interpret the problem and rectify accordingly.
Monitoring calls: telephonic calls and conversation between customer service representative and staffs can be recorded and reviewed as well as later representatives can be asked to hear those interaction so that they can improvise their performance in future and these recordings can be used for learning and training purposes too so that customer support staffs give their best efforts.
Q5.
The strategies that are recommended to improve staffs competency in handling customer services is arrangement for adequate training for staffs on ways and techniques that can be applied while handling customer queries and complaints along with providing mentoring and practical on-job training for effective handling of customer services. This will help staffs who are incompetent in understanding and learning appropriate techniques that can be used while handling customers. Another recommendation is giving bonus to best performers so that who intentionally demonstrate incompetency in handling customer services would get motivated to perform better so as to get rewards and benefits.
Q.1
The consideration that must be done before taking into account the development of plan for improving customer service delivery of Davis Supply Company includes assessing the firms customer focus, examining the needs of customers, setting up formal customer service policies and assessing review of policy standards and finally creating awareness in employees about significance of effective customer service and their fulfilment to drive performance of business as well as growth for both employees and the company.
Records for Ensuring Quality Customer Services
In order to analyse the consideration before developing plan for improving customer service delivery the tool that should be used is self-assessment survey where the management as well as employees of Davis Supply Company can reflect on their existing level of service delivery to customers by answering some questions as genuinely as possible such as:
- Is Davis Supply Company dedicated to fulfilling customer satisfaction
- Does management as well as employees show by example that customer service is vitally significant
- Does Davis Supply Company make promise on things that can’t be delivered or met
- Does Company regularly asks for customer feedbacks and take complaints seriously.
- Does the company builds new policies, services and makes tangible change to current policies/services based on customer feedback.
- Does Davis Supply Company proactively estimate problems before they reach to customers
- Is the company aware of customer expectations
- Is staff available to customers and do they regularly interact with them
- Is resolving customer issue rapidly and effectively one of the goals of the company
- Does the company strives to fulfil and exceed customer expectations
- Does the company assess products, policies of rivals to learn from their strengths and weak areas
Q.2
The questionnaire to identify and assess customer needs is as follows:
Source: Author
The customers who will be surveyed are existing customer who regularly visits store as well as those who visit occasionally or had at least visited once.
Q3:
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Strength |
Weakness |
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· Customer satisfaction rate and experience of visiting Davis stores is favourable which is positive strength for business · Friendliness and effectiveness of staff in meeting customer expectation and providing them with necessary assistance while shopping is another strength |
· Customers though satisfied with store visit were unsatisfied for not being able to purchase online at Davis or have their order delivered at home is a weakness. · Rise of affordability in customers to use internet at home is a weakness as Davis has no online presence · Rise in value of AUD against other currency has led to fluctuation in interest of customer for online shopping and as Davis has no online presence this is weakness |
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Opportunity |
Threat |
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· As online retailing in Australia touched 8% of overall retail sales in 2017 so, online presence will be opportunity for Davis Supply · Australian’s disburse around $21.3bn in online purchase and in 2017 it grew by 18.7% compared to traditional retail shopping which witnessed growth of 16.2%. This means online presence will mean more sales and business for Davis supply. · Staff training cost can be seen as opportunity as it will equip them to learn new change in roles and expectations helping them to better perform customer service to enhance customer satisfaction in online shopping experiences. |
· Presence of global retail chain in Sydney as well as growing popularity of e-commerce retail sites experts threat and competitive pressure on Davis Supply · Also inclination of customers towards competitors who have online sales options is a threat due to low customer switching cost · Discounter retail shops are a threat for Davis Supply as they compete on low prices with more added services to attract customers to enhance their market capture. |
Q.4
Training needs analysis design:
Source: Author
Q5:
In the analysis of customer satisfaction surveys it is important to use historical complaints data so that these complaints are evaluated effectively to identify the customer issues and points where business failed to meet their expectation level. Evaluation of complaints will broaden customer analysis in context to their feedback as these will help to identify and analyse issues which are specific so that suitable options for solution to solve these identified particular issues can be developed through follow up questions and thus it will help to address all issues in customer service backed with proper evidence and analysis upside down to develop effective remedy measures.
Q.6
The recommendation for Davis Supply Company to improve their customer service staffs expertise and abilities in meeting quality service delivery includes arranging training to update their knowledge level on product and services and giving them regular update information on existing product as well as new arrivals to keep them informed so that they could respond effectively with adequate knowledge to most of customer queries. This will even help staffs understand where to turn in case questions become too broad or technical to be answered. Another recommendation is to train staffs on empathy and consistency so that they could handle customers and give all same level of service each time by improving interaction and increasing availability to customers.
Q.7
To monitor customer service staffs for ensuring consistency in quality of service delivery all form of customer feedback channel’s need to be captured and analysed so as to identify that same standard of quality is applied for all ranging from call to text interaction, email, chats etc. Also monitoring can be done by evaluating feedback of customers and interaction between customer service staffs and customers so as to recognise skills gap. This monitoring and evaluation will help to identify learning opportunities for each staff individually to rectify their deficiencies.
Q.8
The recommendation for Davis Supply to enhance their customer service delivery is to create a culture among the staffs based on strong service concept so that they get motivated and remain determined to provide instrumental customer support that is aligned with company’s culture and principles.
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