Assessment 2 BSBCUS501C (1)




Assessment 2 BSBCUS501C (1)

Assessment 2

Task 1

Customer Needs Report

The key to company growth is to create more value for customers. This means better satisfying the customers’ unmet needs. Why is this so hard? In over 95 percent of all companies, managers don’t agree on what a customer need even is. This means it’s impossible for them to know what all the customer needs are, let alone for there to be consensus on which ones are unmet. This report tries to identify the customer needs so that the business can improve.

Description of organisation products

Cotton On is an Australian retail chain, known for its fast-fashion clothing for men, women, teenagers and children.

Cotton On also operates 8 other brand names.

  • Cotton On Body – women’s lingerie and sleepwear
  • Cotton On Kids – children’s clothing
  • Rubi Shoes – shoes, bags, jewellery and accessories
  • Typo – homeware, craft and stationery
  • Methods of Research

    Internet – a lot of information on the internet

    Customer feedback – the customers may be happy to give feedback about the products or service

    referencing – looking at the companies and customers trends can be useful information

    Customer Characteristics

    We attract consumers from both the surfwear & streetwear markets as well as a more fashion conscious lifestyle brand consumer. Our brand is complimentary to all three markets. We are careful to provide product that can adapt to ones own use of clothing as self-expression and enhance their own image through fashion.

    Cotton On is primarily a youth focused brand targeting the 18 — 30 years age bracket. The consumer is fashion aware yet, not dictated to. They are ingeniously looking to achieve the season’s look without the designer price tags.

    Customer Needs

  • Target consumers are young, fashionable city dwellers.
  • Their taste in clothing changes rapidly and is hard to forecast.
  • Popular styles can emerge rapidly based upon, for example, what a rock star wears at a concert.
  • Traditional fashion companies have lead times of between 6 to 9 months from designing items to getting the item in store.
  • ......

    Assessment 2 BSBCUS501C (1)
    Last updated: Feb 2024

    Page 1

    between 6 to 9 months from designing items to getting the item in store.

  • ‘Spontaneous’ fashion needs of urban city dwellers are therefore not being 100% fulfilled by traditional fashion designers.
  • Conclusion

    Know your customers’ needs. However good your product or service is, the simple truth is that no-one will buy it if they don’t want it or believe they don’t need it. And you won’t persuade anyone that they want or need to buy what you’re offering unless you clearly understand what it is your customers really want.

    Task 2


  • Listen to the complaint. Accept ownership of the problem. Apologise. Don’t blame others. Thank the customer for bringing the problem to your attention.
  • Be understanding. Remember, the person is complaining about your business, not about you personally. Be calm, cheerful and helpful. Where possible, let the customer know that you will take responsibility for resolving the problem.
  • Record the complaint. Detail the complaint so that you and other staff know exactly what the problem is. Have one place to record complaints and the actions taken to resolve them. This lets you see any patterns emerge over time. Complaints about a particular process or product might indicate that changes need to be made. Staff can also see what was done to resolve complaints in the past.
  • Make sure you have all the facts. Check that you understand the details while the person is making the complaint, and ask questions if necessary. This will also let them know that you are taking their complaint seriously.
  • Discuss options for fixing the problem. At the very least, a sincere apology costs nothing. But think about what this complaint could cost you in lost business or a complaint to the Equal Opportunity Commission. Maybe you can provide a free product or discount a future service.
  • Keep your promises. Don’t promise things that you can’t deliver. In handling complaints it is better to under-promise and over-deliver.
  • Be quick. If complaints take several days to resolve or are forgotten, they can escalate.
  • Follow up. Record the customer’s contact details and follow up to see if they were happy with how their complaint was handled. Let them know what you are doing to avoid the problem in the future.
  • Task 3

    Grow Model


    Assessment 2 BSBCUS501C (1)
    Last updated: Feb 2024

    Page 2

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