Assessment 3 Manage Quality Customer Service-




Assessment 3 Manage Quality Customer Service-

Assessment 3 Manage Quality Customer Service



The study of consumers helps firms and organizations improve their marketing strategies by understanding issues such as how:

  • consumers think, feel, reason, and select between different alternatives (e.g., brands, products, and retailers)
  • the consumer is influenced by his or her environment (e.g., culture, family, signs, media)
  • The behavior of consumers while shopping or making other marketing decisions
  • Limitations in consumer knowledge or information processing abilities influence decisions and marketing outcome
  • consumer motivation and decision strategies differ between products that differ in their level of importance or interest that they entail for the consumer
  • 2.

    8 factors that Influence the customer behaviour

  • Cultural
  • Economic
  • Environmental
  • Ethical
  • Personal
  • Physiological
  • Psychological
  • Social.
  • 3.

    When it comes to influencing consumers to purchase a product, their perception of the brand must be taken into account. This perception may vary based on the customer or a certain demographic of customer. Customer perception can be developed from a variety of factors, such as their own personal experience or how they have heard other people experienced the product.

    The Internet has transformed how people experience brands and build their perceptions. Social media and review websites provide access to reviews and details that help customers form their own perceptions about brands and their products.


    Direct Needs

    Customers have no trouble declaring those needs they are concerned about.

    Cost, good quality, ease of operation

    Constant Needs

    These needs are intrinsic to the task of the product and always will be. When product is used, this need is always there.

    Special needs

    Apply only to a smaller market segment within the entire population.


    Formal methods

  • Email – getting email feedback can be a very easy and very simple way of obtaining the customers feedback and identifying a method where the customers can communicate to the business
  • Surveys – surveys can be very quick feedback forms which help the business identify the customer needs
  • Feedback forms feedback forms are very similar to surveys however are usually a lot short and easy to fill in.
  • Informal Methods

  • Asking them directly – asking for direct feedback
  • ......

    Assessment 3 Manage Quality Customer Service-
    Last updated: Feb 2024

    Page 1

    Asking them directly – asking for direct feedback

  • Focus groups – focus groups are a group of people that have been chosen to answer questionnaires.
  • Comment boxes customers can put any recommendations or
  • 6.

    Customer Retention Equity/Lifetime Value – In most businesses, existing customers are the most valuable assets that a company has.

    Share of Wallet and Potential Wallet Value. Many businesses use “share of wallet” as a way to improve their understanding of where added value may exist among their customers.

    Customer Trust – A study by the CMO Council found that some 99% of customers surveyed said they would either scale back or terminate relationships with vendors who fail to build customer trust.

    Customer Loyalty – Behavior is more important than attitude. Customers show their loyalty by the direction of the feet.


    Customer relationship management (CRM) refers to the practices, strategies and technologies that companies use to manage, record and evaluate customer interactions in order to drive sales growth by deepening and enriching relationships with their customer bases.

    CRM analyzes customer interactions and data throughout the customer lifecycle, with the goal of improving business relationships with customers, assisting in customer retention and driving sales growth.


    Marketing automation: CRM tools with marketing automation capabilities can automate repetitive tasks to enhance marketing efforts to customers at different points in the lifecycle.

    Sales force automation: Also known as sales force management, sales force automation is meant to prevent duplicate efforts between a salesperson and a customer. A CRM system can help achieve this by automatically tracking all contact and follow-ups between both sides.


    Safe productsYou are entitled to expect that every retailer, manufacturer and importer in Australia complies with product safety laws.

    Quality products and servicesAll products must be safe, durable, free from defects, fit for purpose, acceptable in appearance, match its description and match any sample or demonstration model.

    Honesty and fairnessBusinesses must not make false, misleading or deceptive claims about a product or service, including claims about the safety or quality of a product or service.


    This is a very important thing to do. I must communicate to other workers and make sure that they understand the purpose of the Customer Service Standards of the team. This makes sure that each member knows what they must do and how the team can work together to achieve the teams goals and objectives and make sure that customers are happy and satisfied.



  • We will greet our customers in a courteous and professional manner.
  • We will listen effectively to our customers’ requests and promptly take the necessary actions to assist them. We will keep our customers informed of unexpected delays in service.
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    Assessment 3 Manage Quality Customer Service-
    Last updated: Feb 2024

    Page 2

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