Assessment
Part A
Short Answer Questions:
Your task: Provide a detailed response to each of the following questions.
1. Explain how informal and formal research can be used to develop quality customer service. Provide an example for each research method.
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2. Why is it important to have an understanding of your competition in order to plan for quality customer service?
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3. When developing market knowledge, it is essential to have an awareness of how the market is divided. Explain each of the following segments of the market. Provide examples of how each segment can influence customer choices and trends.
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Demographic segmentation
Geographic segmentation
Psychographic segmentation
Behavioural segmentation
4. Why is it crucial for a manager to have in-depth knowledge of internal and external business environments to provide quality customer service? Provide 2 examples each, for internal and external factors:
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5. Identify three ways you can obtain information about current trends in your industry.
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6. Explain businesses’ responsibilities under Consumer Protection Law and how it impacts on customer service delivery.
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7. Explain why it is important to have a clear refund and cancellation policy and what is required if there are potential price increases.
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8. Describe the importance of providing accurate product information to customers in order to provide quality customer service.
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9. In order to provide quality customer service, it is important to establish your target market. Provide 4 questions you should consider when developing a clear customer profile.
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10. Why is consistency crucial to providing quality customer service?
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11. Describe five common principles of customer service in detail.
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12. Suggest three service standards to encourage quality customer service for your specific industry.
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13. Describe 3 industry schemes aimed at improving customer service, including 1 relevant to your work area
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14. Define continuous improvement and explain how this process contributes to effective customer service.
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15. Explain why it is essential to have an effective complaint handling procedure.
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16. If you are faced with an escalating complaint, why is it necessary to involve management?
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17. List three ways you can set a positive example for customer service as a manager.
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18. Why should specific preferences of regular customers be communicated and shared with all staff?
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19. It is necessary for service standards to be communicated to and followed by both new and old staff. Which policies and procedures can be used to assist in setting standards? Provide 3 examples.
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20. List 10 examples of policies and procedures which are commonly used in organisations to set standards for customer service:
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21. How can changes in technology affect the business’ customer service practices?
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22. How can management changes and organisational restructures affect the business’ customer service practices?
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23. Describe three methods of formal and informal customer research you can implement to determine your existing level of customer service.
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24. You are reviewing feedback received from customers. List 4 aspects you will review and what this would involve to evaluate responses critically.
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25. While you are working a shift, you witness an employee get into an argument with a customer regarding a delay in service. You record the incident and notice that there has recently been an increasing number of disputes between staff members and customers. What would this indicate to you in terms of processes in place and processes potentially lacking?
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26. In order to improve the quality of customer service delivered by a business, the existing level of service must be determined. List 4 ways of obtaining customer feedback about your level of service:
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27. List 2 things that must occur when a change or improvement needs to be implemented:
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28. Why is it important to communicate your policies and procedures to your staff and customers?
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29. List 3 common ways to make your policies and procedures readily available to your customers?
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30. Answer the following questions in relation to the data report below:
The following data report provides you with a summary of customer surveys that were recently conducted for the “Coloured Sands Resort”. There were 200 customers who participated in this survey. Each customer was provided with a questionnaire. The data was analysed and entered in the format below to provide a summary report.
You are required to review the summary, check the accuracy of figures and perform simple calculations to reflect percentages. Analyse the provided data and identify areas that need further improvement and actions by answering all questions below.
Scale Reception Room Service and Housekeeping Restaurant Tours Seaside Entertainment
Very Good (108) Reception service on arrival is good. (36) (58) Buffet is good
(52) Lots of variety of food
(24) Excellent
(74) Good tours (74) good access to the beach
(39) Swimming pool is nice. (88) the staff is excellent
(80) Many interesting activities for all
Good (80) (22) (66) Very good food. (64) good organisation of tours (40) all good
(32) very good entertainment options
Not Good (6) Rooms are too small
(56) Towels are dirty
(10) housekeeping staff not able to help
(46) Rooms are not very clean. (30) expensive tours (4) didn’t like the beach side
No Comment 12 24 32
Total 200 200 200 200 200 200
a. Express the responses collected as percentages in each category (very good, good, etc.). Provide a critical reflection on each department outlining which service aspects and operational factors you should further investigate to help improve customer satisfaction. (For example why have some customers not commented – how could this improved, e.g. by providing incentives; is the survey specific enough to provide feedback for specific areas?)
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b. Suggest a suitable customer service strategy that can be implemented in the department which you have identified as the major problem area to improve the customer service practice in that area/department. Who should be involved and what would this require in terms of participation/involvement and communication?
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Part B
Case Study
Mr and Mrs Jones were looking forward to celebrating their 5th wedding anniversary in style and had great plans for their special evening. Mr Jones decided to book a table for two for dinner at the recently refurbished “Cape Lighthouse”, a restaurant with commanding views over the Coral Sea. To ensure a nice table with views for this occasion, Mr Jones had contacted the restaurant 2 months prior to make a reservation with a male staff member who appeared to be very professional. The booking was then confirmed by telephone with Alex, a waitress, 1 week prior to the booked date.
On their anniversary Mr and Mrs Jones arrived at the restaurant; however they found there was no booking in their name. Staff were unable to locate any booking information. Mr Jones was asked whom he had spoken to, to make the reservation and provided the details of staff; however this was somehow shrugged off and they were asked to wait at the entry to “see whether a table could be arranged”.
As it was a Friday night the restaurant was very busy. Mr and Mrs Jones had to wait 15 minutes before they finally were led to a small table the back of the restaurant near the kitchen doors.
After a further 15 minutes they were attended to by a drink waiter who took their order for an aperitif. The Joneses placed their food and wine order and their entrees arrived after 30 minutes. The white wine to go with the entrees did not arrive and the drinks waiter seemed to ignore their eye contact.
The main course for Mr Jones arrived within 5 minutes after the entrees had been cleared, however Mrs Jones’ meal did not arrive for another 20 minutes.
Mrs Jones was very upset with the service and was almost on the verge of leaving.
When Mr and Mrs Jones went to pay the cheque on their way out, Mrs Jones was expecting an apology from the restaurant staff with regards to their booking and the delay in the service, unfortunately no one was around even to talk about it.
Mr and Mrs Jones decided that this was the last visit ever at this establishment. They definitely would tell their family and friends about their dining experience at “Cape Lighthouse”.
Your task: Address each of the following questions relating to the case study.
1. Identify Mr and Mrs Jones’ customer needs and expectations in this case study. What would a customer expect not only on an important occasion like the mentioned anniversary but on each occasion when visiting an establishment?
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2. What could be the likely effects of this incident for the business and custom down the track if the customer service issues are not addressed?
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3. You are the General Manager of the Cape Lighthouse and the experience of Mr and Mrs Jones has come to your attention.
You are determined to make contact with the customer to attempt to resolve the issue and achieve a positive outcome. Draft a letter which clearly outlines the steps you will undertake to contact Mr and Mrs Jones and how you will try to solve the issues. (This could be used as guidance for a telephone conversation for contact).
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4. Considering Mr and Mrs Jones’ recent experience, it is important to assess if there are recurring issues with customer service at the Cape Lighthouse. How will you determine if this is a one-off issue or if there are persistent problems? Outline your approach.
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5. You are required to develop a policy and procedures for each of the following problem areas which were evident:
a. Bookings
b. Staff Presentation / Greeting / Hosting
c. Reporting requirements / staff hierarchy (General Responsibilities and who is to be contacted in case of an issue – if your industry sector varies [events, cookery, tourism, accommodation] you may use the hierarchy which is commonly relevant to that industry sector)
d. Customer Service Procedures for Service (Orders, timelines, attendance)
e. Dealing with complaints
Each policy needs to include:
o The policy name
o The aim or purpose
o The details of what is included
o The procedures included to achieve the purpose
o What are the requirements to train staff to be able to perform the procedures?
o How will this policy and its effectiveness be monitored and evaluated?
o To whom will this policy be made available? How?
Prepare a short power point presentation on policy and procedures for training purpose.