Introduction

This unit describes the performance outcomes, skills and knowledge required to identify
customer needs and monitor service provided to customers. Operators may exercise
discretion and judgement using appropriate theoretical knowledge of customer service to
provide technical advice and support to customers over either a short or long term interaction.

Objectives
Dear learner! At the end of this session you will be able to:
 Use appropriate interpersonal skills to accurately identified and clarified customer
needs and expectations.
 Assess customer needs for urgency to determine priorities for service delivery in
accordance with organizational requirements.
 Use effective communication to inform customers about available choices for
meeting their needs and selection of preferred options are assisted.
 Identify limitations in addressing customers’ needs and appropriate assistance from
designated individuals are sought.
 Provide prompt service to customers to meet identified needs in accordance with
organizational requirements.
 Establish appropriate rapport and maintained with customers to ensure completion of
quality service delivery.
 Handle customer complaints sensitively and courteously in accordance with
organizational requirements.
 Provide assistance or respond to customers with specific needs in accordance with
organizational requirements.
 Identify available opportunities and used to promote and services and products are
enhanced to customers.
 Review regularly customer satisfaction with service delivery using verifiable
evidence in accordance with organizational requirements.
 Identify opportunities to enhance the quality of services and products, and pursued
within organizational requirements.
 Monitor procedural aspects of service delivery for effectiveness and suitability to
customer requirements.
 Use customer feedback regularly to improve the provision of products and services.
 Incorporate evidence of customer satisfaction in decisions to modified products or
services, ensuring they are within organizational requirements.
 Ensure reports are cleared, detailed and contained recommendations focused on
critical aspects of service delivery.
 1. Identify customer needs
1.1 Use appropriate interpersonal skills to accurately identify and clarify customer needs
and expectations
Getting to know your customers
Internal customers are people you provide services to in your company, whereas external
customers buy your company’s products and services.
Regardless whether the person is internal or external to the organization, it is important to
recognize that the key to success is how we service the customer.
Getting to know your customers can be a challenge, especially for organizations with thousands
of clients.
If the organization is dealing with external customers it is advantageous to establish and
maintain accurate data in a Client Management System (CMS).
Customers may be from other organizations, businesses or government departments.
They may be corporate clients, individual members of the public, consultants, contractors or
suppliers. Most organizations keep an up-to-date record of their existing customers on a paper-
based or electronic customer database, which is then accessed when the customer contacts the
organization.
Such a database generally includes:
 the customer’s name and preferred title; for example, Ms, Mr, Dr
 contact details
 type of business
 type of product or service purchased or accessed
 payment preference and history, where applicable
 customer service record; for example, satisfaction, complaints
 whether the customer has a special arrangement, such as a discount for regular
purchases or special status such as a pensioner card
 personal Appropriate interpersonal skills May include: details such as
birthdays  listening actively to what the customer is and special
interests. communicating
Knowing these  providing an opportunity for the customer to basic details
saves time and confirm their request assists in
building an  questioning to clarify and confirm customer effective
relationshipwith needs the customer.
 seeking feedback from the customer to confirm
understanding of needs
 summarizing and paraphrasing to check
understanding of customer message
 using appropriate body language
 

Task 1
Obtain either from the internet or through a supplier, details of a Client Management System.
Write down, or tell your trainer, your answers to the questions.
1. What is the name of the system?
__________________________________________________________________________
__________________________________________________________________________
_________________________________________________________________________
2. List at least five features.
__________________________________________________________________________
__________________________________________________________________________
_________________________________________________________________________

3. List at least five benefits of having this particular Client Management System.
__________________________________________________________________________
__________________________________________________________________________
_________________________________________________________________________

Gathering accurate data on internal customers is also vital for the smooth running of an
organization. In a large corporation, internal customers such as your colleagues, managers and
supervisors may belong to different departments. They may work in another branch, town, state
or country.
An organizational plan or chart shows the function of each department, area or branch, where
each person works, their title and their responsibilities. These people depend on services
somewhere else in your organization in order to deliver their own services; for example, a
company publishing group will be reliant on various departments to submit information for an
annual report.
There is a direct link between the customer satisfaction of internal company staff and external
customer satisfaction.
Any staff members who receive high-quality services in their own organisation will be more
motivated to deliver high-quality service to their external clients.
Become familiar with the names of staff can supply accurate information or services, and ensure
you know how to locate these people quickly. A current staff directory, such as the following
example, is generally distributed by an office manager in hard copy, or placed on the
organisation’s intranet.
It is important to note that we all provide services regardless of our employment status; for
example, a person who is not in full or part-time employment will most likely provide services
to friends, family or in a volunteer capacity.

Customer needs and expectations May include:

• accuracy of information
• advice or general information


• complaints
• fairness/politeness
• further information
• making an appointment
• prices/value
• purchasing organization’s products and services
• returning organization’s products and services
specific information

Task2
Use the following table to identify the different groups of customers for whom you provide
aservice. Start by identifying a minimum of three key service/s you provide, and then developa
profile of the customer/s who use or benefit from that service.

What services do you Who are your What are their needs
provide? customers? and expectations?
What do customers really want?
Your success as a service provider depends on how well you handle your customers.
Understanding your customer’s needs, wants and motivations are essential for providing
exceptional customer service. Let’s explore why a customer would be motivated to contact an
organisation.
External customers may be seeking information regarding:
A. . the organization and what it does
B. . office opening hours
C. . products and/or services offered (general or specific)
D. . prices
E. . delivery details
F. . payment options
G. . obtaining a refund
H. . returning products
I. . making a complaint
J. . speaking to someone responsible for a product
K. Arranging an appointment.
Internal customers may ask for:
Informationabout your department or area: if you work in a sales department, you may need
to provide sales figures to other departments; if you work in the accounts section, you may
need to provide information about outstanding debts
  . specific information; for example, the cost of an item
 . research information; for example, details on catering firms or government policy
 . a report your department has prepared
 . Information regarding a particular customer.
You may find that someone outside the organization needs to be contacted before information
can be supplied to an internal customer; for example, your supervisor may have asked you for
travel information, which means that you may then need to contact a travel agent.
Appropriate interpersonal skills may include:
 listening actively to what the customer is communicating
 providing an opportunity for the customer to confirm their request
 questioning to clarify and confirm customer needs
 seeking feedback from the customer to confirm understanding of needs
 summarizing and paraphrasing to check understanding of customer message
 using appropriate body language

Customersmay include:
 individual members of the organization


 individual members of the public
 internal or external
 other agencies

1.2 Assess customer needs for urgency to determine priorities for service delivery
according to organizational requirements
Customer needs and expectations may include:
 accuracy of information
 advice or general information
 complaints
 Appropriate services
 specific information
 fairness/politeness
 further information
 making an appointment
 values
 Organizational requirements May include:
• access and equity principles and practice
• who is responsible for products or services
• anti-discrimination and related policy
• defined resource parameters

 •
•
goals, objectives, plans, systems and processes
legal and organizational policies, guidelines and
requirements
• OHS policies, procedures and programs
• payment and delivery options
• pricing and discount improvement processes and
standards

1. Identify Customer need

In order to deliver service to your customers that meets their expectations – it is important
that you are able to ascertain exactly what their needs are
You can identify customer needs by listening actively and asking appropriate questions.
The needs of your customers should then be assessed for priority, and this should be used to
ensure that customers are provided with the maximum amount of information to assist them
in making an informed choice. ensure that you are aware of any limitations in your service
delivery so that you may use this to improve your skills
In this training, we will be examining how you should go about delivering service to your
organization’s customers and clients. The first stage in delivering strong customer service to
your customer is to identify exactly what they need. Getting to know your customers and
their needs is crucial to success in customer relations.
Know your customer
In a situation where you are providing a service, an important maxim to remember is that it is
your business to know your customers business. If you are able to take the time to attempt to
get to know your customers, whether they are large or small, you will be able to best meet
their needs and wants. Some of the things you may think about attempting to ascertain are
 Their notes
 Their preferences
 Their requirements
Managers are looking to establish a high level of satisfaction among their customers. This
requires you to know exactly what it is that they are seeking and how you can assist those
customers in getting there. Think for example about buying a cake. The actual ingredients
generally do not matter and the technical names are not known, but the actual end product the
cake is what is most important in these processes. It is this that will bring about the level of
required satisfaction
So, think about the products that you sell. Generally the actual benefit behind any product
you sell doesn’t change over time. What does change, however, are some of the basic
attributes like color, features and quality
A company that looks solely at the way it produces quality benefits for its customers is more
likely to be profitable. Organizations look to attempt to enhance these benefits in order to
make their customers willing to spend more on those product
An important consideration is why a person purchases a given product. This reason may
seem logical from the point of view of the customer but may be impossible to work out for
the organization
Every one of your customers has a unique set of needs that require a unique set of benefits to
be resolved. Consider carefully:
 The pressures a person feels when choosing a product
 The considerations they make
 The benefits they want to achieve
 The perceptions of a customer
By carefully examining the benefits they want to achieve you can put yourself in a position of
actually meeting and even exceeding those needs
Customers, however, can be difficult creatures. They often hide the exact reasons why they
are making a purchase in some cases they may not even know themselves or you may find
that there are multiple reasons for a given purchase.
1.3 Use effective communication to inform customers about available choices for meeting
their needs and assist in the selection of preferred options anti-discrimination and related
policy
A good customer service representative thinks from the point of view of the customer. They
take responsibility for what is being communicated, how well it is being communicated and
how well it is being understood. Rather than blaming the customer for not understanding
what you are saying, good communicators look back at themselves first and ask what they
could have done to improve the quality of the communication that they are sending
We all communicate with others at work, at home, with friends or with colleagues. It is an
essential life skill, and as we have already mentioned, crucial to success in customer service.
When we communicate with customers or clients, we expect some form of result
We expect the customer to respond in some way
We may expect them to change their attitude, their behaviour or their beliefs
We sometimes expect them to do something – hopefully this response is a sale
We assess the impact of our communication (that is, what response they give based on our
communication) by listening to and assessing the response or feedback from the customer.
That feedback may be silence that may indicate that they have not heard or are not interested,
a smile or a shrug of the shoulders, or a verbal response. In any organisation, the outcomes of
effective communication are essential ingredients of a positive organisational image, a
positive environment and satisfied customers
When we communicate we draw on a number of communication methods and forms. When
giving information to a client, for example, we combine verbal and non-verbal methods of
communication. We talk to the person and we make gestures. We may enhance our
communication by showing an illustration or providing some data, or giving the person a
brochure or perhaps giving a demonstration. So we draw on verbal and non-verbal methods
of communication. The verbal methods can be expressed in either written or oral forms and
the non-verbal method can be expressed in forms such as body language, graphic design, use
of space and sound
Let’s now look at some of the major forms of communication that we may use when
delivering a service
Oral Communication
By oral communication we mean not only talking, but also listening and watching.
Communication implies a two-way process and so, while someone talks, another person
listens. Effective listening is an extremely important quality in attempting to determine a
customer’s needs or wants
Oral communication is about talking, about providing information, sharing ideas and
communicating feelings. If you do this effectively, you can ensure that the information can be
put to good use by the organization in ensuring that the service level is enhanced

Active listening
Listening is not simply hearing the words that someone says to you. Listening certainly
involves hearing but it is a far more active process than that. It involves you as the listener
participating through
 hearing the word
 Attempting to understand the meaning
 Providing feedback
 seeking clarification
The listening process also involves giving feedback both verbally and nonverbally. An active
listener
Faces the speaker where culturally appropriate and maintains their full attention on what the
speaker is saying
Keeps regular eye contact with the speaker (looking away sometimes so as not to create
discomfort by staring
Uses silence constructively, waiting until the speaker has gathered their thoughts or explained
fully Does not constantly interrupt the speaker
Notes the words used by the speaker and the feelings behind them. Gives nonverbal cues —
nods of encouragement, ‘Mm’ and ‘Uh-huh’. Follows up with clarifying and expanding
questions relevant to what has been said to be an effective listener, you have to see the world
through another’s eyes, to take the time to think how they are thinking
It is common for people to now know how to really listen to a given message. People may
think they are able to, but when it comes to the crunch they often just do not have the right
skills. It is easy to let your mind wander or to start doing something entirely different. There
are a range of blocks to listening, which we will look at here
Rehearsing: Thinking about what you are going to say while the other person is making their
point making it very easy to forget what they are trying to say
Anticipating: Ignoring what they are actually saying because you are busy trying to imagine
what they could say
Day-dreaming: Thinking about something else related to what they are saying
Thinking you know what the person is like based on the little information you have on them
Using your experiences to judge the person finding a similar event in your life and basing
your discussion on this
Derailing: butting in and changing the subject
Interrupting: Listening very briefly and then butting in and interrupting with something that
you think will help the discussion
If you have a good relationship with your customer, the business process flows that much
more smoothly. Richard Pratt
Questioning
There are three types of questions that can be used depending on the type of information we
require or the type of communication process that we want to engage in Closed Questions.
These are questions designed to obtain specific, factual information
Do you have a copy of our latest catalogue?
What is your budget for this purchase?
What brand do you generally prefer to buy?
Open Questions. These are exploratory questions designed to give the person answering an
opportunity to explain clearly and in detail about something that could be quite complex.
How and what can be useful starting words for open questions
Sir, how can I help you today?”
What specific needs do you need this product to address?”

Use effective communication to inform customers about available choices for meeting their
needs and assist in the selection of preferred options
 Effective communication May include:
 giving customers full attention
 maintaining eye contact, except where eye contact
may be culturally inappropriate
 speaking clearly and concisely using active listening
techniques
 using appropriate language and tone of voice
 using clear written information/communication
 using non-verbal communication e.g. body language,
personal presentation (for face-to-face interactions)
using open and/or closed questions


1.4 Identify limitations in addressing customer needs and seek appropriate assistance from
designated individuals

Designated individuals May include:

 colleagues
 customers

  line management
 supervisor

Activity
Activity One - Do You Listen Actively?
For each of the following, describe your habits when listening.
Eyes
__________________________________________________________________________
__________________________________________________________________________
__________________________________________________________________________

The Appearance of the Speaker

__________________________________________________________________________
__________________________________________________________________________
__________________________________________________________________________

Facts or Big Picture

__________________________________________________________________________
__________________________________________________________________________
__________________________________________________________________________
Facts or Emotions

__________________________________________________________________________
__________________________________________________________________________
__________________________________________________________________________
Instant judgment or delayed judgment

__________________________________________________________________________
__________________________________________________________________________
_________________________________________________________________________

SECTION 2 TRUE OR FALSE QUIZE

The first stage in delivering strong customer service to your customers is to identify exactly
what they need.
It is not in your best interests to know everything about your customers needs.
Safety is not a consideration when delivering customer service.
Customers come into a service situation with no preconceived expectations.
Customers need to know that we appreciate their business.
If you can communicate effectively, it becomes much simpler to ascertain what it is your
customers want or need.
When you communicate with a customer, there is no need for a response of any kind.
All communication uses words.
Communication is a two-way process.
Losing a customer is expensive.
2. Deliver a service to customers
2.1 Provide prompt service to customers to meet identified needs
Have you ever walked into a store to purchase something and felt frustrated when the staffs
were too busy to serve you because they were chatting to each other or having private phone
conversations? How frustrating was it?
Customers expect to be served promptly. They do not want to be kept waiting while you
change the radio station or chat to your mate. If you don’t serve the customer in time, you
risk losing them.
Pay attention when customers walk in to your service area and make sure phones are
answered promptly to address customers’ needs. The same principles apply to email, fax or
mail enquiries: reply as soon as possible. Your organization may have product and/or service
standards or best practice models that you are required to meet. The purpose of these
standards or models is to ensure:
 Consistency.
 Quality.
 Efficiency.
 Value.
Customers like to know what to expect when they approach you.
The product/service standards or best practice models of your organization may cover:
 The types of products or services offered.
 Quality standards in regard to customer expectations and perceptions.
 Delivery times.
 Pricing and value.
 Payment terms and conditions.
 Warranties and guarantees.
 Customer expectations.
 Service level agreements with customers.
 Continuous improvement processes.
 Supplier relationships.
 Staff behavior.
 Staff training.
 Management commitment.
 Leadership.
Using customer service technology
Part of your service to your customers will usually include the use of technology in a variety
of ways. Some of the common types of technology you might use include the following:
Telephone – Many queries will be phone based. You should treat a phone service in the same
way you treat a face-to-face service by responding promptly and remembering to smile.
However, it is important to remember that when communicating on the phone you cannot see
the person’s body language and they can’t see yours. You will need to pay careful attention to
the tone of voice used instead.
Websites – You may need to respond to enquiries that come through the organisation’s
website. As per any other enquiry, these should be responded to promptly.
Email – Emails can be used to quickly respond to customer queries or concerns.
Software – Most organizations will have customer databases where you will be required to
store information. The information might include customer contact details and the services or
products they have purchased.
2.2 Establish and maintain appropriate rapport withcustomers to ensure completion of quality
service delivery
Developing a rapport with your customers can be more important than knowing your
products or services inside out. There is no point being knowledgeable if you can’t share the
information with your customers.
They need to feel comfortable with you and trust you.
Building and maintaining rapport
Some common ways to build and maintain a rapport with your customers include:
 Use names.
 Apologise.
 Seek permission.
 Explain.
 Thank the customer.
 Let the customer end the conversation.
Use names
Use the customer’s name (if known). This shows you are genuinely interested in them.
Tell the customer your name. This demonstrates that you are accountable and that you want
to help them. It also gives the customer a reference if they want to call back or visit again.
Apologize
Apologize for problems when they arise. If you are busy and it delays the service or makes
the customer wait, apologize. This will help to defuse potential conflict situations.
Remember to sound sincere when you apologize, to avoid losing a customer.
Seek permission
Ask permission to make the customer wait. If you need to put a telephone customer on hold
or leave the customer to ask for assistance, make sure you ask the customer’s permission
first. You need to explain to the customer why you are making them wait and ask if it is ok.
Explain
Explain what you are doing. If you need to take some time to enter information in a computer
or look for something under the counter, tell the customer what you are doing.
Likewise, if you need to refer the customer to another person or department, explain what
you are doing and why.
Thank the customer
Customers like to feel their business is appreciated. If you need to make the customer wait,
thank them for their patience. The customer’s time is valuable and they like you to recognise
this.
You should also thank customers for any feedback they give you, whether it is positive or
negative. You can simply say, “Thank you for sharing your concerns with me”.
Let the customer end the conversation
You don’t need to have the last word. Let the customer decide when the conversation is over.
They may have more questions they need answered so don’t try to cut them off too quickly.
Promote and enhance services or products
In serving your customers and developing a rapport with them you may recognize
opportunities to further promote and enhance the services or products offered by your
organisation.
 Promoting services or products
When promoting products or services remember that:
You are making an informed suggestion based on your knowledge.
You are suggesting options for the customer.
You are anticipating the customer’s future needs.
You are enhancing the usefulness and benefits of the product or service.

task 3
? Dear distance learner: can you describe some common ways to build and maintain a rapport
with your customer?
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
__________________________________________________________________

 Enhancing services or products

Public relations (PR) plays a central role in the promotion and enhancement of services.
Good PR helps you improve your relationship with your customer and promote a sense of
good will about the product/service and the organisation as a whole.
Some examples of enhanced services include:
  After-sales service.
 Extending timelines, e.g. for payment.
 A policy for returns or refunds.
Environmentally sustainable packaging of products.
A system for recording and responding to complaints.
You may be able to enhance your customer service by offering an extension to that service,
e.g. your customer might have purchased furniture and you could let them know they can
have it home delivered for a small cost, or no cost.
You might see an opportunity to offer additional extras, attachments or accessories to
complement the services or products being purchased, e.g. if you have sold the customer a
mobile phone, they may want to purchase pre-paid calls, a cover for the phone or a car
charger.
When offering extra services, make sure you consider your customers’ needs. Don’t keep
throwing different services at them. Choose one or two specific things that are relevant to
their specific needs, e.g. if the customer is concerned with safety you could offer a protective
case or insurance for the product.
Customers do not like to feel that you are pushing them into something so be respectful. If
they say no, leave it at that.Remember, your job is to provide the customer with a complete
service that meets all of their needs.

2.3 HANDLE CUSTOMER COMPLAINTS

Dealing with customer complaints
Thereare standards for complaint handling and customer service which may be useful guides.
The customer service charter or policies set out how complaints should be dealt with. The
charter covers many issues including:
 How effectively your business currently handles complaints
 Display a sign saying your business welcomes genuine complaints about product
quality or service
 Involve your staff in developing a complaint handling system, and decide who will
handle complaints
 Clearly advise customers where and how they can report problems
 Anticipate common complaints and work out standard solutions
 Ensure customers can report problems at any time
 Write down complaints handling procedure and prepare a standard complaint form
 Keep a record of all problems and complaints
 Ensure all staff are trained in the procedure and have the skills to resolve complaints
 Trial the system, and use customer and staff feedback to improve it over time
Resolving complaints
When a customer has a genuine complaint, thank them for raising the matter with you. Treat
them with genuine empathy, courtesy, patience, honesty and fairness. Try to respond to the
complaint quickly. Tell the customer how you will handle it and when to expect a response.
To show that you clearly understand their complaint: Familiarize yourself with any
background information before you speak to them, check internal records, speak to staff and
check how their version of events compares with the customer's Ask questions to clarify the
situation Listen carefully and do not jump to conclusions, lay blame or become defensive
Summarize back to the customer your understanding of the problem.
Once you take the complaint details, tell the customer what will happen next. If possible,
nominate one staff member to manage the complaint until it is resolved. Adopt a solution-
focused approach by actively involving the customer in this process. Ensure you take all
promised action as promptly as possible. When you find a solution, tell the customer and
check they are happy with the resolution. Tell them how you will prevent the problem arising
again.
 Handle customer complaints with organizational requirements A customer complaint
is “an expression of dissatisfaction on a customer’s behalf to a responsible party”
(Landon, 1980).
 Report from a customer providing documentation about a problem with a product or
service
 Usually informal complaints directly addressed to a company
 Sometimes customers have to deal with a third party such as Department of Fair
Trading The advent of Internet forums has provided customers with a new way to
submit complaints. Customer news and advocacy websites often accept and publish
complaints. Publishing complaints on highly visible websites increases the likelihood
that the general public will become aware of the customer's complaint
Assistance to customers with specific needs
Anticipating a customer's needs is an important part of most retail and wholesale businesses,
especially in a more challenging retail environment so they choose to come back.
1. Do your best to put yourself into that individual customer's place in the transaction
(fulfill a need).
2. Have you taken time to try out or play with your products or services?
3. What things did you discover about them that you would like to be helped with as a
customer?
4. Think about your own customer experience in general.
5. How do you like to be treated and helped when getting service?
Be receptive of unusual needs that are normally spoken by the customer (not from your
creating a need). If an unusual need becomes recurring, and your establishment is able to
accommodate this customer, expect them to be your best advertisement ever 3. Empathise,
feel the need Being in sympathy with an unusual need, even if you couldn't fulfill it, is at
least as important. For more details please refer to the eBook.
Assisting people with a disability
Some of the most difficult barriers people with disabilities face are the negative attitudes and
perceptions of other people.
General suggestions
 Don't assume people with disabilities need your help.
 Ask before acting
 Avoid actions and words that suggest the person should be treated differently
 Treat people with disabilities with the same respect and consideration that you have
for everyone else
 Make basic information available in accessible formats: large print, Braille and
electronic formats

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
 product not deliver on time
 service errors
 warehouse or store room errors such as incorrect product
delivered

REASONS FOR COMPLAINTS

The first step in managing complaints is to try to avoid them in the first place. Following the
customer service techniques already discussed will go a long way to preventing complaints.
However, there will still be some customers who complain. It is important to try to
understand where the customer is coming from and be respectful. Becoming aggressive or
argumentative yourself will only make the situation worse.
There are many reasons that customers complain. These include:
Their expectations weren’t met.
The product didn’t do what they thought it would.
They couldn’t get service when they wanted it.
They were made to wait to be served.
They have a bad attitude or are angry about something unrelated.
They are not getting the help they are seeking to resolve the problem.
They don’t understand the purpose of the product or service.
An administrative error was made, e.g. incorrect invoicing or pricing.
The product didn’t arrive on time.
The product they received was not what they ordered.
The product was damaged.
The product arrived late.
They weren’t properly informed.
A promise wasn’t met.
DEALING WITH COMPLAINTS
Your organization’s customer service policies and procedures should include guidelines for
solving problems with customers and for handling complaints.
After dealing with the customer you may also be required to refer the complaint to a
particular person in your workplace and/or record the details of the complaint.
Make sure you are aware of the procedures for your organisation and are able to follow them.
They will help you to be sensitive and courteous when dealing with dissatisfied or angry
customers even though this could sometimes be difficult. This in turn will enable you to
maintain high quality service delivery, and it will uphold your organization’s reputation.
Some problem-solving skills you may need when handling customer enquiries or complaints
include the “LEARN” technique:
 Listen
 Empathies
 Apologize
 React
 Now
Try to think of customer complaints as an opportunity to LEARN and remember these steps:
Listen
Listen carefully and don’t interrupt. Let the customer finish what they are trying to say to
you.
empathize
Put yourself in the customer’s shoes and let them know you understand their point of view.
Apologize
Even if it is not your fault, apologize. Do not blame the customer for the problem. This does
not mean you have to put the blame on yourself. You can simply say, “I am sorry this has
happened to you” or “I am sorry you have been inconvenienced in this way”.
React
Decide what needs to be done, even if this decision means referring the problem to a manager
or supervisor. Tell the customer what you are going to do.
Now
The customer wants this addressed quickly. Take action straight away.

2.4 SERVE CUSTOMERS WITH SPECIFIC NEEDS

Some customers will have specific needs that you have to consider. These customers should
generally be treated like any other customer, however they may require a little more
assistance and patience in some cases.
TYPES OF SPECIFIC NEEDS
Your customers may have specific needs relating to their:
 Age.
 Beliefs/values.
 Culture.
 Disability.
 Gender.
 Language.
 Religious/spiritual observances.
Some special needs of customers are not always obvious. Many people with special needs do
not like them pointed out.
When you do identify a special need, take care that you do not draw attention to it. Treat your
customer as a person, not as a condition. If the customer is supported by a career, make sure
you speak to the customer and not the career.

Specific needs of customers May relate to:

 age
 beliefs/values


 culture
 disability
 gender
 language
 religious/spiritual observance

TECHNIQUES FOR ADDRESSING SPECIFIC NEEDS

In providing high quality service to your customers, you may need to apply techniques to
address the following specific needs:
 Older customers.
 Customers in wheelchairs.
 Customers with a hearing impairment.
 Customers with sight impairment.
 Customers with an intellectual disability.
OLDER CUSTOMERS
Don’t think that just because the person is older they won’t be able to use technology or buy
expensive goods.
Make sure you treat older customers with respect. Do not address them by first name unless
they ask you to.
If you notice the customer is having difficulty reading, indicate that the issue may be the
lighting or some other factor and ask if they want assistance.
If the customer has trouble hearing, face them directly so they can see your mouth moving.
You do not need to yell at them.
Remember that some older customers do have trouble with technology.
Offering to email them specials may make them feel uncomfortable.
Suggest that the information could be mailed to them if they would like to supply their postal
address.
CUSTOMERS IN WHEELCHAIRS
Ensure you talk to the customer in the wheelchair and not the person pushing them.
If possible, sit or squat so you are at eye level with the customer.
The customer may need assistance reaching products on higher shelves.
Offer to assist but be respectful if the customer declines.
CUSTOMERS WITH HEARING IMPAIRMENT
Always face the customer directly and speak clearly. Don’t shout at the customer as this will
make your voice distort.
Use short and simple sentences.
If you are having trouble communicating with the customer, use a notebook and write things
down.
If the customer has been deaf since birth they may have irregular speech patterns and may be
difficult to understand. In this case, remain courteous and patient as you would for any other
customer.

2.5 identify available opportunities

Identifying product opportunities should be the core force driving companies that
manufacture products, supply services, and process information. A product opportunity exists
when there is a gap between what is currently on the market and the possibility for new or
significantly improved products that result from emerging trends. Opportunities to promote
and enhance services and products to customers may include:
Extending time lines
Packaging procedures
Procedures for delivery of goods
Returns policy
System for recording complaints
Updating customer service charter
The role of the service person is to recognize these opportunities in the market place. A sale
can be enhanced for the benefit of the customer by: Cross-selling: a seller tries to sell
something else. In practice, large businesses usually combine upselling and cross-selling
techniques to enhance the value that the client or clients get from the organization in addition
to maximizing the business's profit Upselling: a seller induces the customer to buy more.
Involves marketing, gives customer other options. Suggestive selling: a seller asks if the
customer if he/she would like to include an additional purchase or recommends a product
which might suit the client. Increase purchase amount.
Review customer satisfaction Service delivery is about getting services as effectively and
quickly as possible to the intended recipient. Monitoring methods ensure consistency in
customer service and offer important feedback on problem areas that need to be addressed.
They can include:
Reviewing Written Correspondence
Monitoring Phone Calls
Asking Customers for Feedback
Use Mystery Shoppers
Looking at the Sales Numbers

Opportunities to promote and enhance services and products

May include:

 •
•
extending time lines
packaging procedures
• procedures for delivery of good
• return policy
• system for recording complaints
• updating customer service charter

3 Monitor and report on service delivery

3.1 Regularly review customer satisfaction with service delivery using verifiable
evidence according to organizational requirements
In today’s competitive environment delivering high quality service is the key for a
sustainable competitive advantage. Customer satisfaction does have a positive effect on an
organization’s profitability. Satisfied customers form the foundation of any successful
business because customer satisfaction leads to repeat purchases, brand loyalty, and positive
word of mouth. There are numerous studies that have looked at the impact of customer
satisfaction on repeat purchases, loyalty and retention. Many researchers point out the fact
that satisfied customers share their experiences with other people to the order of perhaps five
or six people. On the contrary, dissatisfied customers are more likely to tell another ten
people of their experience with product or service. Customer satisfaction is the outcome felt
by those that have experienced a company’s performance that have fulfilled their
expectations. Nowadays all companies are realizing the significance of delivering and
managing service quality, which leads to customer satisfaction. Service quality that is
delivered can meet or exceed customers’ expectations are mainly influenced by customer’s
prior expectations.
Review customer satisfaction - process that helps you to make use of personal experience for
your learning and development. Monitoring customer satisfaction is a continuous process.
The best way to determine shifts or changes in customer satisfaction is to conduct surveys
and analyze results regularly but also organize focus groups, recording the number and types
of complaints made to customer service representatives. Reasons for reviewing Customer
Satisfaction can include: Adding value to the experience Developing observation and
awareness Opening new perspectives providing support provides a range of strategies
empowering people
These reviewing process can include: Reflecting on experience Communicating experience
Analyzing experience Reframing experience Making sense of experience Learning from
experience Once service delivery feedback has been reviewed, and an assessment should be
made as to its relevancy and accuracy make sure it is distributed to the staff and those within
the organization to whom this detail is part of their responsibilities. Measure: - Customer
satisfaction service delivery level and Customer Service feedback versus KPIs feedback.
Enhance the quality of service and products Identify opportunities Not all customers relate
service levels in the same way. Because your organization is managed and provides services
at the individual level and not the industry level, so too is there a need to provide
personalized levels of service. Make sure:
 you give your customers the level of quality they expect
 your quality is equal to, or higher than, that offered by your competitors
 to continually monitor and improve quality
Market research plays an important role enhancing the quality of service that an organization
delivers to its customers by:
 Identifying the needs of the customers
 Analyzing the prospective purchasing intentions of the customers Accurate, well-
planned customer market research helps to make smart decisions about how to
market and position the business. Choosing the right method of customer research
will help to answer important questions about the customers.
Identify research goals to choose the right research methods; you need to clearly identify your
research goals.
Here is an example of some research goals you might set for your business: We will:
 find out our customers' needs
 work out: - how to make our customers aware of our products and services - what
motivates our customers to buy from us - how to improve or change our products or
services to meet our customers' needs
Monitor procedural aspects of service delivery Procedure for service delivery organizations’
have a manual or set of procedures to execute service delivery. Monitoring this procedure and
process, is no different to monitoring all aspects of an organization involved in dealing with
customers and service. It helps identify any areas where improvements can be made to meet
customer expectations and improve the organization’s efficiency and profitability. These
procedures need to be checked in order to ensure that the service procedure meets the
customer’s needs and expectations, identify if the procedure can be improved and share all
this information with staff (then -> changes).
If changes to service delivery procedures are required as a result of the review, the new
procedures need to be measured by:
o Observations to identify patterns
o Trends in performance
o Informed facts and judgments
o Quality of service delivery
o Performance rating against agreed quality criteria and a defined and agreed
rating scale

Verifiable evidence May include:

 customer satisfaction questionnaires

  audit documentation and reports

 quality assurance data
 returned goods
 lapsed customers
 service calls

3.2 identify opportunity to enhance the quality of service and product

End users require timely provision and utility of products or services, as well as to be
understood, made welcome, and feel comfortable when doing business with an organisation.
An important question, therefore, is whether the organisation is capable of satisfying these
criteria. Delivering consistent quality, competitive prices and an ability to adapt to the needs
and requirements of the client builds a positive, enduring customer relationship.
Managing the consistent delivery of this objective requires intimate knowledge of customer
needs, an ability to manage the service team’s performance, and the ability to assist when
difficult situations occur.
Your organisation’s business plan should clearly highlight the buying preferences of your
target market, or at least recommend further research to develop market intelligence. This is
the goal of market-orientated organisations.

Focus of the organisation

The type of business plan and how it is communicated and implemented depends on the size
and nature of the business. Some organisations have an overarching business plan developed
by senior management; executives are then charged with the responsibility of ensuring each
department has its own operational plans that align with the objectives stated in the business
plan. Large conglomerates such as General Electric, Hitachi and Samsung, have multiple
levels of strategic and operational plans for the individual divisions, countries of operation
and the various manufacturing groups.
Each plan should specify the characteristics of the particular target market/s for the specific
division, section or team. The market research should focus on the needs within that market
and report back to that divisional management team. Customer service is orientated towards
the results of the individual division’s market analysis.
Small businesses generally focus on primary marketing areas such as franchise districts or
demographic determinants; for example, the baby furniture market, denture provision or army
surplus customers.
Business planners are therefore able to narrow down the market and collect specific market
data to enable quality customer service planning.
Market determinants
The market determinants area is as broad as the individual needs of the millions of consumers
within the thousands of markets. As discussed previously, the commonalities of price, quality
and time are useful to customer service planners and managers.
Price
Price elasticity of demand is a concept that measures the responsiveness of the market to
changes in price.
Inelastic demand refers to goods that will be purchased regardless of large variations in price
such as drinking water and power.
Elastic demand refers to those products that are very sensitive to price movements where
alternatives may exist, such as sugar or coffee. There are limits to the price that end users will
pay for your goods. An intelligent organisation uses this information to set its pricing policy.

3.3 monitor procedural aspect of service delivery

Understanding customer inquiries
Before a situation can be resolved, the query needs to be clarified so all parties understand
what is being asked for. This may involve paraphrasing the query, asking further questions
then rephrasing for confirmation. For example, sometimes a salesperson will offer the
cheapest product or service line if they think the customer is being indecisive because of the
cost. In many cases, the cheapest option may not be what the customer wants; asking a few
questions will soon clarify this.
To match a product/service with a customer, the salesperson needs to find out what is driving
the customer towards a decision; for example, it may be cost, aesthetics, safety, performance,
social acceptance or after-sales service.
To train new staff, provide a range of situations to role-play, or ask them to shadow you or
another experienced person to observe techniques to identify what the customer wants.
In complex contractual situations there are often specific terms and conditions written into
the commercial relationship. You can ensure your staff and colleagues are aware of each
specific situation via:
  Regular or irregular meetings
 Information circulars such as emails, newsletters or blogs
 Collaboration during contractual negotiations.
Aligning needs with products and services
Once client expectations are clarified, staff members need to use their knowledge of the
products/services to determine what will meet the client’s needs. This is a crucial aspect of
customer service, because a customer may never return if they perceive that the product was
suggested to them because the organisation wanted to clear the products quickly or because
the salesperson wanted a quick sale. This is where training in questioning, interpreting and
paraphrasing is essential. In addition, make sure your staff has access to brochures, price list
and catalogues.
Sharing knowledge is a crucial element in maintaining high customer service standards and
this is illustrated in the next example.

Example
Colin works in the service department for a car dealership. A customer inquiry regarding an
urgent repair is directed to Colin for his attention. The caller explains that her car has been
recalled due to an issue with the seatbelts; the recall was announced on a television news
report the previous night. Colin has no idea about the recall and is flustered by the caller’s
persistence at getting her car seen to immediately.
From a customer service perspective, the caller perceives poor quality service due to the lack
of knowledge and inaction on Colin’s behalf. She demands to talk to the service manager.
The manager explains that the seatbelt issue only relates to the newest model, and doesn’t
affect her car. Colin is left embarrassed and annoyed that his manager had not relayed this
information to him sooner.
The dealership principal decides that a daily meeting would take place in the service centre to
share any knowledge regarding the industry or issues within the service department. This
would hopefully rectify information gaps and improve team cohesiveness.
Task 4
? Dear distance learner:
1. For each of the following listed customer service difficulties, describe (in brief dot points)
how you would help staff overcome each one.
‚. Poor handling of customer complaints
‚. Lack of product knowledge
‚. Difficulty understanding customer inquiries
‚. Difficulty aligning customers’ needs with products and services
2. Role-play the following situation. This task requires the participation of at least two
people.
‚. A colleague or class member plays the role of a customer service representative at your
organisation.
‚. You play the role of a service manager at your organisation.
In this role-play, the customer service representative has received a call from a male customer
requesting information on a product or service. They don’t believe your organisation can
supply it. As the customer service manager, you know the product/service exists and can
probably meet the customer’s needs – so you step in.
Consider in your approach:
a) How will you talk to the staff member?
b) Will you involve the customer?
c) What information can be shared and what doesn’t need to be?
d) How will you ensure your staff member learns from the experience?
e) After the role-play, gain feedback from your colleague or class member with respect to:
 your ability to handle the situation
 pros and cons of your approach recommendations for improvement.

3.4 use customer feedback to improve the provision of products and services
Feedback can be defined as “Information about reactions to a product, a person’s
performance of a task, which is used as a basis for improvement”.
360-degree feedback also known as multi source feedback, is feedback that comes from
members of an employee's immediate work circle. Include direct feedback from an
employee’s subordinates, peers and supervisors, as well as self-evaluation.
Unsolicited feedback not expected. Giving counter response to something without the
recipient seeking for it. Often comprises of useful comments which have not been requested
by a person or company about a product/service. This may help a company better run its
affairs.
Reports of service delivery Report writing is a vital skill for staff and management and allows
to communicate a point of view and provides a well researched solution in a clear, detailed
manner. Organisations require reports that convey information on the quality of service
provided to its customers. Reports need to be well structured and professionally documented.
Effective report: has a logical flow of ideas and is cohesive -> works as a unified whole; for
example, it contains links between and within its sentences, paragraphs and sections, it is
easy to follow and it uses language to maintain the report's focus and to direct the reader.
Effective report is:
Appropriate to its purpose
Accurate
Logical
Clear and concise
Feedback is a term applied to the means by which a person or organization looks at the
result of a process, compares the actual result with the intended result, and uses any
difference to adjust or modify the process.
Getting feedback from your customers about the goods and services provided will enable
you to find out their perception of your service and increase your business. It is part of the
relationship between supplier and customer and should be continuous. Unfortunately, many
organizations only communicate, or get feedback, from their customers when there are
problems or complaints.
Feedback can be very informal, such as that gained by simply talking to your customer.
More formal feedback can be obtained by conducting market research, using questionnaires
and interviews.
Well organized with clear sections and headings If you create reports and info-products for
your online business they need to be informative and have some kind of structure. Your
reports are your presentation to the world. They need to be well written.
Basic Outline of a Report There are many types of reports and each has its own structure
depending on the information that needs to be relayed and who the report is for. The first
thing your report needs is an introduction. There’s a structure in public speaking that works
very well with a report structure as well.
1. Tell them what you’re going to tell them
2. Tell them
3. Tell them what you told them
In introduction: highlight the key points of the report. Synopsis.
Report structure In business, the information provided in reports needs to be easy to find, and
written in such a way that the client can understand it. This is one reason why reports are
divided into sections clearly labeled with headings and sub-headings. Technical information
which would clutter the body of the report is placed in the appendix.
Title Page report title your name submission date Executive summary overview of subject
matter methods of analysis findings recommendations Table of Contents list of numbered
sections in report and their page numbers Introduction terms of reference outline of report’s
structure Body headings and sub-headings which reflect the contents of each section.
Includes information on method of data collection (if applicable). Conclusion states the major
inferences that can be drawn from the discussion, makes recommendations Reference list list
of reference material consulted during research for report Appendix information that supports
your analysis but is not essential to its explanation
Writing Style
The best reports are easy to read and understand
Use short sentences
Select simple words
Avoid jargon Conclusion
Ensure the conclusion is a logical summary of the evidence
Make the recommendations clear and action oriented
Remember that management relies on the flow of information and a well written report can
influence decision-making
Conclusions are drawn from your evidence, analysis, interpretation and evaluation
No new material should be introduced at this stage and the conclusions should follow
logically from the evidence you have collected
Recommendations the recommendations section of any report is important because it calls
people to action based on the evidence that has been gathered and analysed in the report.
They should be:
Specific
Measurable
Attainable
Realistic,
Timely
To summarize: - Review the body of report for conclusions and fashion recommendations
based on them - Put recommendations in a numbered or bulleted list format - Categorise the
list, if it is long and items within it fall into logical groupings - Write one-sentence
recommendations, starting with actionable verbs and using concise language - Include an
action plan for each recommendation if this fits the scope of the report - Reread the section
repeatedly, checking for clarity, grammar and punctuation flaws
Your business will make more money if your customers are happier. But how do you keep
your customers happy?
How do you even know what your customers like or dislike about your product?
Ask them.
Asking for customer feedback can provide extremely valuable insight for your business and
products. After every one of my company’s events for entrepreneurs, we send out a short
survey to the folks who came asking for their feedback on the event. A few days later, we
review the feedback, both positive and negative.
This feedback directly influences what changes we make for the next event, what aspects we
want to highlight more, and what parts need to stay exactly the same. This feedback is
invaluable to us, and it doesn’t cost us anything to get.
Based on the insights we’ve gained through our surveys, here are three reasons you should
ask for customer feedback.
1. Learn what your customers like and don’t like. When you ask your customers to
give you feedback on your product and or service, you’re going to learn what they
like and don’t like about it. This information is extremely useful. If you know what’s
working for your customers and what isn’t, you can tweak things to better serve your
customers. For example, we’ve learned consistently that people love the intimate
atmosphere at our events. But after one event, we learned that people felt the lobby
for networking was too small and uncomfortable. We fixed that by choosing a venue
for the next event with a much bigger area for networking, and our attendees liked
that.
 2. Make customers feel important and involved. By asking for your customers to
provide you with feedback, you’re communicating that you value their opinion, and
you care about what they have to say. Your customers feel important because you’re
treating them as such and they feel involved in shaping your product.
3. Constantly improve. You can consistently improve your products or services, and
keep them being the best they can be. If you’re consistently listening and seeking
feedback, you always have a pulse on what’s working for your customers and what’s
not. Ultimately, this will lead to better business, better sales, and a better customer
experience (which starts the loop all over again!).

3.5 evidence of customer satisfaction in decision

When customers place an order with your warehouse they want to receive it; this is the basic
level of satisfaction. They expect to receive it on time. If the order arrives, well packed with
a note explaining unfilled delivery items, this is desired satisfaction. However, its the little
extra, like a follow up phone call to check the customer is satisfied, that is the unanticipated
level of customer satisfaction and service.
The levels can be drawn as a set of steps. As you climb the steps, so the level of customer
satisfaction resulting from increased service, is higher. It is the top step, the unanticipated,
which will ensure you have satisfied customers. This is the step your staff must be aware of.

Figure 2: Levels of customer satisfaction

3.6 ensure rapports are cleared, detailed and contain recommendations

Service Charter or Policy Good customer service needs to be fast, courteous and friendly. The
standard of customer service must reflect the standards documented in the organizations
Service Charter or Policy.
 Framework of how businesses work with customers in terms of excellence, payment,
response times and overall standards. Companies always have competing entities, and the
customer service charter is something that allows them to stand out over the competition.
 Will let customer know that their needs will be met and demonstrate that the organization
supports a position of willingness to find a solution to any service problem and a commitment
to communicate this with the customer.
In making an effective customer charter, there are four core ingredients that are constant:
1- Obligation to consult Staff, customer advocates, government, regulators and above all,
customers, should be consulted by the provider of the service.
2- Obligation to inform and be accessible the charter should promote the principle that
information about products and services will be readily available and widely
accessible.
3- Obligation to be accountable Charters should account for how products and services
are working by.
Obligation to provide redress
This commitment is to put things right if they go wrong. Key features of a redress system are:
provision for customers to complain informally and on-the-spot.
Rapport  close and harmonious relationship in which the people or groups concerned
understand each other's feelings or ideas and communicate well. Building rapport encourages
customers to believe that your organization is dependable and reliable and it will generally
infer that you need to meet face-to-face. Meeting a customer face-to-face requires you to
have a conversation and draw upon social skills, which if successful is building a
relationship. There is value simply in giving your time and attention to a customer which may
lead to greater “rapport”.
Your customers would likely prefer to deal with someone they can relate to and who they feel
understand their needs. Key Points for building Rapport:
 Pay attention to your appearance
 Try a little disarming honesty
 Use humour appropriately
 Be sincere
 Be perceptive
Handle Customer Complaints Incredibly important part of the overall service experience you
deliver. Being able to handle negative feedback in a positive way takes plenty of practice. A
good business tries to minimize customer complaints through excellent customer service, and
address customer complaints about the business, or a product or service quickly and fairly.
Reasons for Complaints Customers complain for a number of reasons such as:
 Administrative errors such as incorrect invoices or prices
 Customer satisfaction with service quality
 Damaged goods or goods not delivered
 Delivery errors
 Product not delivered on time
 Service errors

Summary
Internal customers are people you provide services to in your company, whereas external
customers buy your company’s products and services.
An organizational plan or chart shows the function of each department, area or branch, where
each person works, their title and their responsibilities. These people depend on services
somewhere else in your organization in order to deliver their own services; for example, a
company publishing group will be reliant on various departments to submit information for
an annual report.
In a situation where you are providing a service, an important maxim to remember is that it is
your business to know your customers business. If you are able to take the time to attempt to
get to know your customers, whether they are large or small, you will be able to best meet
their needs and wants
. Some of the things you may think about attempting to ascertain are
 Their notes
 Their preferences
 Their requirements
A good customer service representative thinks from the point of view of the customer. They
take responsibility for what is being communicated, how well it is being communicated and
how well it is being understood.
Oral communication is about talking, about providing information, sharing ideas and
communicating feelings. If you do this effectively, you can ensure that the information can be
put to good use by the organization in ensuring that the service level is enhanced
Listening is not simply hearing the words that someone says to you. Listening certainly
involves hearing but it is a far more active process than that.
Part of your service to your customers will usually include the use of technology in a variety
of ways. Some of the common types of technology you might use include Telephone
Websites, Email,and Software
There are many reasons that customers complain. These include:
Their expectations weren’t met.The product didn’t do what they thought it would.
They couldn’t get service when they wanted it.They were made to wait to be served.
They have a bad attitude or are angry about something unrelated.They are not getting the help
they are seeking to resolve the problem.They don’t understand the purpose of the product or
service.
& Check list
You have now completed the competency of deliver and monitor service to customer and
you need to check whether you have understood the basic content in this course. If you have a
‘no” answer for any of the following, you have to go back and read the appropriate section
again until you grasp the important point
Yes No
 Use appropriate interpersonal skills to accurately identified and
clarified customer needs and expectations.
 Assess customer needs for urgency to determine priorities for service
delivery in accordance with organizational requirements.
 Use effective communication to inform customers about available
choices for meeting their needs and selection of preferred options are
assisted.
 Identify limitations in addressing customers’ needs and appropriate
assistance from designated individuals are sought.
 Provide prompt service to customers to meet identified needs in
accordance with organizational requirements.
 Establish appropriate rapport and maintained with customers to ensure
completion of quality service delivery.
 Handle customer complaints sensitively and courteously in accordance
with organizational requirements.
 Provide assistance or respond to customers with specific needs in
accordance with organizational requirements.
 Identify available opportunities and used to promote and services and
products are enhanced to customers.
 Review regularly customer satisfaction with service delivery using
 verifiable evidence in accordance with organizational requirements.
 Identify opportunities to enhance the quality of services and products,
and pursued within organizational requirements.
 Monitor procedural aspects of service delivery for effectiveness and
suitability to customer requirements.
 Use customer feedback regularly to improve the provision of products
and services.
 Incorporate evidence of customer satisfaction in decisions to modified
products or services, ensuring they are within organizational
requirements.
 Ensure reports are cleared, detailed and contained recommendations
focused on critical aspects of service delivery.
REFERENCE
ACIF (2004) Complaint Handling C547:2004,ACIF, Milsons Point New South Wales.
Ang, L. and Buttle, F (2006) “Customer retention management processes” European
Journal of Marketing, 40, No 1/2, 83-99.
Bentum R and Stone M, (2005) Customer relationship management and the impact of
corporate culture — A European study, Journal of Database Marketing & Customer
Strategy Management, Dec2005,Vol. 13 Issue 1
BSI (2004) Quality management – Customer satisfaction – Guidelines for
complaintshandling in organizations BS ISO 10002:2004.
Cisas (2005) Annual Report 2004-05, London, Cisas.
Citizens Advice (2004) Hanging on the telephone: CAB evidence on the effectiveness of call
centres, Citizens Advice, London.
Consumer Affairs Victoria (2004) Complaints Handling Fair Trading Factsheet, Melbourne
Australia, Consumer Affairs Victoria.
Energy watch, Consumer Satisfaction Survey 2006, Powerpoint presentation.
Evans, S, (undated) The Mathematics of Desire, hypermedia research
centre(www.hrc.wmin.ac.uk)
FSA (2006) FSA Handbook release 055, London FSA.
George, M., Graham C and Lennard, L (2005) Future Services: Putting Things Right:
complaints handling and dispute resolution in the utilities University of Leicester/CAN.
Goodman, J. and Grimm, C. (2005) Beware of Trained Hopelessness,TARP, ICCM Weekly,
October 20, 2005, revised June 2006,Arlington Virginia.
Halstead, D. and Page,T (1992) “The Effects of Satisfaction and Complaining Behavior on
Consumer Repurchase Intentions” Journal of Consumer Satisfaction, Dissatisfactionand
Complaining Behaviour, 5, 1-11.
Hart, C, Heskett, J and Sasser W (1990) “The Profitable Art of Service Recovery”
Harvard Business Review July-August 148-156.
Hennenberg, S, (2006) An Exploratory Analysis of CRM Implementation Models, Journal of
Relationship Marketing,Vol 4, Nos 3-4 (February 2006)
Johnston, R. (2001) “Linking complaint management to profit” International Journal of
Service Industry management, 12, 60-69.
Johnston, R. and Mehra, S (2002) “Best-practice complaint management” Academy of
Management Executive, 16, No 4, 145-154.

Final assessment
Multiple choice questions
1, External customers may be seeking information regarding:
a. the organization and what it does
b. office opening hours
c. products and/or services offered (general or specific)
 d. Prices
e. all
2. Customersmay include:
a. individual members of the organization
b. individual members of the public
c. internal or external
d. other agencies
e. all of the above
3. Customer needs and expectations may include:
a. accuracy of information
b. advice or general information
c. complaints
d. Appropriate services
e. specific information
f. all of the above
4. one of the following is not characteristics of an Effective communication
a. maintaining eye contact, except where eye contact may be culturally inappropriate
b. speaking clearly and conciselygiving customers full attention
c. using active listening techniques
d. using appropriate language and tone of voice
e. using clear written information/communication
f. none of the above
5. The product/service standards or best practice models of organization may cover:
a. The types of products or services offered.
b. Delivery times.
c. Pricing and value.
d. Payment terms and conditions.
e. All of the above

6. Opportunities to promote and enhance services and products to customers may include:
a. Extending time lines
b. Packaging procedures
c. Procedures for delivery of goods
d. Returns policy
e. All of the above
7. Effective report is:
a. Appropriate to its purpose
b. Accurate
c. Logical
d. Clear and concise
 e. All
8. Why should you ask for customer feedback.
a. Learn what your customers like and don’t like.
b. Make customers feel important and involved.
c. Constantly improve.
d. All of the above
9. Key Points for building Rapport include
a. Pay attention to your appearance
b. Try a little disarming honesty
c. Use humour appropriately
d. Be sincere
e. All of the above
10. Why Customers complains
a. Administrative errors such as incorrect invoices or prices
b. Customer satisfaction with service quality
c. Damaged goods or goods not delivered
d. Delivery errors
e. All of the above

Assessment Task
Question 1
Name five (5) features of quality customer service.
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
Question 2
Name four (4) benefits of providing quality customer service.
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________

Question 3
Name the three types of complaining customer groups (according to the ways in which they
communicate their dissatisfaction).
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
Question 4
Develop a framework that you might use for effectively handling complaints from customers.
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________

Question 5
List the methods for gathering information about customer satisfaction that you believe are
most appropriate for your business, and indicate the type of information that each is likely to
provide.
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________

Question 6
Briefly explain your objectives in regards to customer service your business will provide.
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________

Question 7
List the main areas of customer service that are critical to the success of your micro-business.
Hint: rapid response times; politeness and courteousness; customer support experience;
complaints handling etc.
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________

Question 8
If the review of your customer service delivery is to be an ongoing event, which it must be if
your business is to continue to grow, then you will require systems, records and reporting
procedures in place, in order to track changes in customer satisfaction levels as the result of
implemented initiatives.
Describe the system you will set to conduct an ongoing review of the customer service
provided by your business.
___________________________________________________________________________
___________________________________________________________________________
___________________________________________________________________________
Question 9
Read the following case scenario and answer the questions that follow.
Case Scenario
Henry Oliver of Henry, The Top Chef Restaurant aims to provide customers with high-
quality food with hygienic facilities, served promptly and efficiently by their trained staff.
Henry is constantly working to improve his business, and for that reason he has decided to
implement a customer satisfaction survey. The responses to the survey will help Henry to
identify issues and maintain the reputation of his business as one of the best restaurants in the
area.
Q1. Do you think a customer satisfaction survey is important for a micro-business? Provide
reasons for your answer.
Q2. Henry would like some feedback about his survey. Are there any questions you think he
should add, remove or edit? Explain what you like or dislike about the survey.