BSBCUS401 Coordinate implementation of customer service strategies
Name Iqbal Khan
Email address abelkhan415@gmail.com
Assessment
© 2018 Australian Institute of Personal Trainers Pty Ltd and its licensors (AIPT) Commonwealth of Australia Copyright Regulations 1969
Warning - This material has been reproduced and communicated to you by or on behalf of AIPT, pursuant to Part VB of the Copyright Act 1968 (the Act).
The material in this communication may be subject to copyright under the Act. Any further reproduction or communication of this material by you may be the subject of copyright protection under the Act.
All rights are reserved and you must obtain the prior written permission of AIPT for the republication or redistribution of any content. Do not remove this notice.
Read through the following case study and complete the associated four tasks. You should reflect on your learning and your own research within this unit.
Currently working students are encouraged to base the scenario of this assessment on their dental or medical surgery/practice.
Case Study
Consider the following scenario.
You work for ABC Stationery, a small business that supplies office supplies to small and medium-sized businesses within the South East Queensland market. The business has eight staff members, and it has started to grow. As part of that growth, you have been asked to look at the business’s customer service strategies. A new Client Management System (CMS) with an integrated document control system has been purchased in order to stop the loss of corporate knowledge, which happens when staff members leave.
Currently, no formal customer service strategies have been put in place, and there has been no previous formal training within the organisation in customer service.
About the business:
• Two business partners own the business.
• Three administration staff take sales over the phone and liaise with the bigger clients on a daily basis. One member is new, one has been with the company for one year, and the other has been with the company for eight years.
• The finance manager has been with the company for three years.
• There are two sales staff that mostly work remotely. They have been with the company for two years.

Employee demographics:
• The average age range is 25–55.
• There is a mix of males and females.
• Two of the administration team are from non-English speaking background.
As a manager, it is important that you review customer service and seek ways to make improvements. It is important to consider improving not only your own standard of customer service but also how you assist others to make improvements in their standard of customer service.
In order to identify ways to make improvements in customer service, you need to clarify and accurately assess the needs of customers. There are several ways that this can be accomplished, but they are all based on communication techniques. By ensuring that there is good communication with customers, the number of customer complaints will reduce.
Communication techniques may relate to:
• Analysing customer satisfaction surveys
• Analysing quality assurance data
• Conducting interviews
• Consultation methods, techniques, and protocols
• Making recommendations
• Obtaining management decisions
• Questioning
• Seeking feedback to confirm understanding
• Summarising and paraphrasing
Task 1
Part A
Imagine you are a customer of ABC Stationary. Think about the type of service you would expect from the business and staff and also what kind of situations would make you unhappy with their service. With this information in mind, develop a questionnaire (minimum of ten questions) that you could use to gather information from customers on what they like about ABC Stationary’s service and what they think could be done better and what kind of service could be implemented that is not currently provided. It could cover such areas as:
Customer needs may relate to:
• Staff attitude
• Staff knowledge
• Complaints
• Prices/ value for service
• Purchasing experience
• Return of goods experience
• Accuracy of information provided them
• Instore experience
• Patient chairside experience (dental students)
• Anything else?
Part B
Ask (at least ten) customers to complete the questionnaire. If you don’t work or have the opportunity to ask customers in a retail situation, adjust the questionnaire so it suits the area in which you work. If you are not currently working you may simulate the customer responses. Simulations can include using friends and family to complete the questionnaire.
Customers may include:
• Corporate customers
• Individual members of the organisations
• Individual members of the public
• Patients
• Internal or external
• Other agencies
Task 2
Analyse the feedback from the questionnaire. Create a report explaining your findings, i.e. what are the customer’s needs, and make a comment (recommendation) on areas in customer service where improvements could be made.
Task 3
Using the information from Tasks 1and 2, explain in a report the customer service issues and problems that you diagnosed and the appropriate options that you identified for improving customer service. Include in this report budget allocations that are required and where the budget allocation will come from. Your report should also outline how you will promptly action procedures to resolve customer difficulties and complaints whilst acting within organisational requirements.
You need to mention how these options meet with the organisation’s requirements, i.e. business aims, objectives, and strategies, and you should provide opportunities for continuous improvement.
Organisational requirements may include:
• Access and equity principles and practice
• Anti-discrimination and related policy
• Confidentiality and security requirements
• Defined resource parameters
• Ethical standards
• Goals, objectives, plans, systems, and processes
• Legal and organisational policies, guidelines, and requirements
• OHS policies, procedures, and programs
• Payment and delivery options
• Pricing and discount policies
• Quality and continuous improvement processes and standards
• Quality assurance and/or procedures manuals
• Replacement and refund policy and procedures
• Who is responsible for products or services?
Strategic areas for improvement may include:
• Courtesy/politeness
• Delivery times
• Merchandise characteristics
• Price offers
• Product/refund guarantees
• Product/service availability
Task 4
Develop a PowerPoint presentation to present your findings from Tasks 2 and 3 on service needs of customers and ways to make improvements. There should be no more than 12 slides. The presentation will be shown to management, staff, and other interested parties with the aim of promoting strategies to improve customer service.
Arrange with management, staff, and other interested parties to attend the presentation on customers’ service needs and strategies to improve customer service.
Design a presentation feedback form (of at least five questions) to gather comments from your audience on customer service needs and your proposed improvements. Provide your assessor with a copy of the feedback form.
Task 5
Gather and analyse the presentation audience feedback on customer service needs and your proposed improvements. Explain your findings in a report, e.g. did the audience agree with, disagree with, or support your findings and ideas; did they reflect concern to change; etc.
Deliverables required
You are required to submit:
Task 1 A- your questionnaire with 10 questions (blank)
Task 1 B- At least ten copies of your questionnaire completed by ‘customers’
Task 2 – A short report (questionnaire feedback findings)
Task 3- A short report (customer service issues)
Task 4- PowerPoint presentation (12 slides), and presentation feedback form
Task 5 –Report on presentation audience feedback
The submission upload on My eCampus can only accept one file so if you have more than one file to submit, zip them together. See the instructions link in the Assessment Submission requirements PDF on the assessment page.
Please ensure you add your name and email address to all files you submit.
BSBCUS401 Coordinate implementation of customer service strategies
Name
Email address
Assessment
© 2017 Australian Institute of Personal Trainers Pty Ltd and its licensors (AIPT) Commonwealth of Australia Copyright Regulations 1969
Warning - This material has been reproduced and communicated to you by or on behalf of AIPT, pursuant to Part VB of the Copyright Act 1968 (the Act).
The material in this communication may be subject to copyright under the Act. Any further reproduction or communication of this material by you may be the subject of copyright protection under the Act.
All rights are reserved and you must obtain the prior written permission of AIPT for the republication or redistribution of any content. Do not remove this notice.
Project
Carefully review the material presented in this unit and the activities you have previously completed. You should reflect on your learning, your own research, and your previous case studies within this unit.
Complete the following project tasks, and submit all of the required documentation.
With reference to the case study, complete the follow tasks.
In the case study assessment, you identified strategies and opportunities to improve customer service and meet the needs of customers. You presented and promoted these ideas to the appropriate organisational individuals and groups. It is now appropriate to organise the implementation of those strategies.
Task 1
Before implementation, you will need to plan the implementation schedule and identify the who, what, when, and how. Select one customer service objective. Then, in a report—a table may be used—identify the following:
• The customer service objective, e.g. What is the customer service goal?
• The customer service strategy that is to be implemented, e.g. What steps are required to achieve the goal?
• The activities/tasks involved in the implementation, e.g. a list of the activities/tasks that need to be undertaken
• The staff required, e.g. all staff, specific departmental staff (marketing, sales, etc.), new casual employees, etc.
• Budget, e.g. financial resources required (costs to cover telemarketing phone calls, printing, advertising, newsletters, etc.), total estimated costs
• Other physical resources or supplies, e.g. display stands, promotional boards, customer database, etc.
• A schedule of timeframes for the activities/tasks, e.g. Gantt chart
• What resource and activity approvals need to be arranged and with whom, i.e. job role/position to be identified (names are not required). If you are the responsible person and no further approvals are required, then this should be indicated in your report.
Task 2
Before implementing your plan, you need gain the necessary approvals and consult with management and staff to gather their comments and commitment to achieving improved levels of customer service. After you have received approval and management commitment, arrange a meeting with your staff to discuss the customer service improvement plans and gain their agreement on the plan and overall customer service objectives. The meeting minutes are to be provided to your assessor. The minutes should demonstrate:
• Discussion by staff to demonstrate commitment to achieving the customer service goals, e.g. support implementation activities
• Discussion and agreement by individuals or small groups on activities/tasks, timeframes, and physical and budget resources required
• Discussion and confirmation as to what, when, and how resources will be provided to individuals/groups to enable them to complete the activities/tasks
Task 3
As a manager, you need to provide templates of letters for staff to use as examples of the standards and requirements of business letters when responding to customers’ difficulties and complaints. Following the organisation’s procedures and using templates when resolving customer difficulties and complaints both encourages prompt action and ensures a standard approach in quality customer service. Customer complaints may be received from the customer either as a letter, email, or phone call or orally. The letter templates should display the content, structure, layout, and format of two types of customer service letters: formal and informal.
Procedures to resolve customer difficulties may include:
• External agencies, e.g. Ombudsman
• Item replacement
• Referrals to supervisor
• Refund of monies
• Review of products or services
• Using conflict management techniques
Customer complaints may include:
• Administrative errors, such as incorrect invoices or prices
• Customer satisfaction with service quality
• Damaged goods or goods not delivered
• Delivery errors
• Products not delivered on time
• Service errors
• Specific e-business problems and issues:
? Difficulty accessing services
? Inactive links
? Not appreciating differing hardware and software
? Services not available
? Supply errors such as incorrect product delivered
? Time taken to access services
? Unfriendly website design
? Website faults
• Warehouse or store room errors, such as incorrect product delivered
Develop examples of two template customer service letters, that being informal and formal, acknowledging the complaint and advising the customer of the actions that will be taken in order to satisfy their needs as well as that the organisation will look forward to satisfying their needs in the future. You should ensure that the templates are readable, appropriate, and mechanically sound.
Task 4
Business strategies and standards are continually monitored and evaluated with the aim of identifying areas for improvement. Continual improvement in customer service requires the customer service systems and processes to be regularly and systematically monitored and evaluated.
In case study assessment Task 1, you developed a questionnaire to gather feedback on customer service needs and areas for improvement. Now, you need to re-evaluate the customer service being provided by the business since the changes in customer service were implemented.
Using the reports from Tasks 1 and 2 of this assessment, identify five to eight key performance indicators (KPIs) that you could use in monitoring and evaluating the current level of client satisfaction with customer service. The KPIs need to relate to the business aims, objectives, and/or strategies.
Develop a client satisfaction survey checklist using the following headings:
• KPI statement (list the KPIs under this heading)
• Satisfied (checkbox or tick)
• Not satisfied (checkbox or tick)
• Comments/further improvements
Task 5
Step 1
Using the checklist from Task 4, conduct a survey with your customers to review client satisfaction on the level of customer service currently being delivered.
The survey may be conducted using the Internet, email, or telephone, or it may be face to face. You will need to gather a minimum of ten customer responses.
Customers may include:
• Corporate customers
• Individual members of the organisation
• Individual members of the public
• Internal or external
• Other agencies
Step 2
Analyse the feedback from the survey, and create a client satisfaction feedback report explaining your findings, e.g. were the KPIs met? Has the level of client satisfaction with customer service improved? If not, why? Are further improvements needed?
In your report, you will need to do the following:
• Refer to evidence gathered from the survey.
• Make a comment on the areas in customer service that have been improved and also where further improvements could be made.
• Provide advice and make a recommendation on the future direction of client service strategies for the business. Future directions should relate to the overall aims and objectives of the business.

Task 6
The client satisfaction feedback information needs to be passed on to the manager and staff. Arrange a meeting with the manager, staff, and any other interested parties to discuss your findings from the client satisfaction survey. The meeting minutes are to be provided to your assessor. The minutes should demonstrate:
• Discussion by the manager and staff to demonstrate acknowledgement of client satisfaction successes and commitment to take steps to make improvements where required to maintain customer service standards
• Discussion and agreement by individuals or small groups on activities/tasks to be undertaken to improve customer service standards
Individuals and groups may include:
• Colleagues
• Committee
• Customers
• External organisation
• Line management
• Supervisor
Task 7
To be successful in quality customer service, records need to be maintained. This is to make past and future comparisons and identify areas that may cause future issues and problems. In a report, explain the role and purpose of maintaining systems, records, and reporting procedures in ensuring continuous improvement in levels of customer service.