Assessment 2 customer service-

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Assessment 2 customer service-

Assessment 2

BSBCUS501 Manage Quality Customer Service

Question 1

Short Report

Introduction

Customer service is the service provided to customers before, during and after purchasing and using goods and services. Good customer service provides an experience that meets customer expectations. It produces satisfied customers. Bad customer service can generate complaints. It can result in lost sales, because consumers might take their business to a competitor.

Good customer service involves developing bonds with customers, hopefully leading to longterm relationships. It creates advantages for both customers and the business alike. Customers benefit because the business is providing a service that meets their needs. The business benefits because satisfied customers are likely to be repeat customers. They will stay with the business. However, good customer service is not easily achieved. It takes time to establish. It requires investment to deliver consistent standards.

A report like this will help the business identify the customer needs and help to improve the customer service. For our business to be successful, we have to know what problems to solve. We have to understand our customer needs, whether those customers are internal or external.

There are six basic types of customer need.

InformationCustomers need information

ChoicesCustomers need choice

ControlCustomers need to feel that they are controlling their buying process

FairnessCustomers want to get fair value

FriendlinessHumans want to be welcomed

EmpathyCustomers want us to prove we can understand

Organisation – Flight Centre

Flight Centre Travel Group is an Australian-based international travel company and the largest retail travel outlet in Australia. Our consultants can organise: flights, holidays, hotels, car hire, cruises, travel insurance, coach tours, visas, traveller’s cheques, frequent flyer points redemption and more. Our call centre provides worldwide 24 hour service to assist in unforeseen situations.

The flight centre that I work in is broken down into 4 departments: Tour department, finance department, Admin department and HR department.

Methods used to research

Customer interviews

Customer interviews about our service may be undertaken with or without completing a draft moments of truth mapping from our understanding of the customer’s key interactions with our organisation.

Customer surveys

Customer surveys are useful in determining customer needs and can be delivered in person, by telephone, by email or over the web or a combination of these methods.

Response Cards

Many businesses have response cards on display either near the checkout or at other high-traffic areas. Customers are asked to fill out the cards at the store or take them home.

Social Media

You don’t need to wait for customers to visit your establishment or your website. Reach out to them through social media such as Facebook and Twitter or by posting to a LinkedIn group and asking a question.

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Assessment 2 customer service-
Last updated: Feb 2024

Page 1

You don’t need to wait for customers to visit your establishment or your website. Reach out to them through social media such as Facebook and Twitter or by posting to a LinkedIn group and asking a question.

Talking to Customers

Many small businesses miss the opportunity to get direct feedback from actually talking to customers in person or on the phone. To make the information useful, document what you learn during each customer interaction and see if there are patterns to the responses.

Summary of:

Customer characteristics

Life-style

The life-style of a person or group of people can be used to easily identify whether they are more or less likely to be attracted by a product or service. Life-style can be broken down into countless demographics; however the main demographics to consider would be age, income level, education, religion, etc. All of these demographics can help define the lifestyle of the market and can be used to target more likely consumers.

Personality

The personality of consumer markets is incredibly important to understand as personality is one of the most important consumer behaviours to consider when identifying the target market.

Culture

The main social and cultural factors would be education levels of the market and the language of the market. The language is incredibly important for international business branching into new markets.

Customer needs

  • work demands
  • family needs
  • budget pressures
  • social or emotional needs
  • brand preferences.
  • shop online, over the phone or in stores
  • make spontaneous or carefully considered buying decisions.
  • Information – Customers need information
  • Choices – Customers need choice
  • Control- Customers need to feel that they are controlling their buying process
  • Fairness- Customers want to get fair value
  • Friendliness – Humans want to be welcomed
  • Empathy – Customers want us to prove we can understand
  • Conclusion

    Consumer wants and needs should drive marketing decisions, and no strategy should be pursued until it passes the test of consumer research. Customer service handles company issues in stores, over the phone and even by email. Companies that produce highly technical products, such as software or satellite television, often have technical support staffs to resolve problems. Customer service is important to an organization for a number of reasons. Foremost, it would be difficult for a company to survive without customer service, as there would be no one available to handle payments or answer questions from prospective customers.

    Customer service is important to an organization because it is often the only contact a customer has with a company. Customers are vital to an organization. Some customers spend hundreds and even thousands of dollars per year with a company.

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    Assessment 2 customer service-
    Last updated: Feb 2024

    Page 2

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