This workbook supports BSBCUS401B Coordinate implementation of customer service strategies in the BSB07 Business Services Training Package.
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1 Coordinate implementation of customer service strategies This workbook supports BSBCUS401B Coordinate implementation of customer service strategies in the BSB07 Business Services Training Package. Upgraded to BSBCUS401B by Software Publications writing team Copyright Sandra Griffith, 2013 Author: Sandra Griffith ISBN Disclaimer All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopying, scanning, recording, or any information storage and retrieval system, without permission in writing from the publisher, Software Publications Pty Ltd. No patent liability is assumed with respect to the use of the information contained herein. While every precaution has been taken in the preparation of this book, the publisher and the authors assume no responsibility for errors or omissions. Neither is any liability assumed for damages resulting from the use of the information contained herein. These learning materials have been prepared for use as part of a structured vocational education and training course and should only be used within that context. The information contained herein was correct at the time of preparation. Legislation and case law is subject to change and readers need to inform themselves of the current law at the time of reading. Publishers Software Publications Pty Ltd (ABN ) Head office Sydney Unit 10, 171 Gibbes Street Chatswood NSW Published and printed in Australia
2 Clarify and assess customer needs Advise on customer service needs 1.1 Clarify and assess customer needs Clarify and accurately assess customer needs using appropriate communication techniques. Organisations usually have the objective of making a profit. Providing excellent customer service is a key strategy that organisations use in achieving profits. Organisations invest significant energy and resources to develop a competitive edge over their competitors. Pricing, products, technology, distribution methods, effective work practices and the superior knowledge of their staff contribute to the image of the organisation in the eyes of the customer. Increasingly, with globalisation and evolving technology, organisations are finding it difficult to enhance their services to maintain a lead on their competitors for very long. Quality customer service offers organisations a cost effective, sustainable opportunity to outshine their competitors. This Learner Guide has been developed to assist you to develop the knowledge and skills required to advise on, carry out and evaluate customer service strategies, including the design of strategies that can be implemented by the organisation to enhance customer service delivery. You will be equipped to personally provide superior customer service and to lead a team of workers who are engaged in customer service roles in the organisation. Types of customers Your work role will require you to satisfy the needs of customers. This is true regardless of the type of position you hold and the type of industry that you are employed in. As you will discover in this chapter, customers may be people or other organisations that wish to obtain goods or services from the organisation that employs you. These types of customers are termed external customers. However, you may be employed in a position where you only need to have contact with other teams or individuals within your organisation. These other parties will also require you to provide them with goods or services to satisfy their needs. Customers from within your organisation are termed internal customers. External customers The type of goods and services that your organisation supplies to its external customers depends on the type of industry that it operates in and the goals of the organisation. The following are examples of types of external customers and the products and services grouped by industry. Page 12 BSBCUS401B Coordinate Implementation of Customer Service Strategies
3 Advise on customer service needs Clarify and assess customer needs Organisation External customer Goods or services provided Hospital or medical practice Patients and their families and carers Medical service Restaurant Diners Meals and beverages Retail store Shoppers Products Motel Tourists, travellers Accommodation University Students Education and training Insurance company Home, car and boat owners Insurance Motor mechanic Vehicle owners Mechanical repairs and maintenance Exercise 1: Identify external customers Base your response to this activity on either the organisation that currently employs you or an organisation where you would like to work. Identify the external customers of this organisation. What types of goods and service does the organisation provide to them? Record your response in the area provided in the above table. Internal customers Your work role will require you also to provide products or services to your internal customers. Internal customers are people employed by your organisation that need assistance, information or work produced by you in order to fulfil their own role and responsibilities. BSBCUS401B Coordinate Implementation of Customer Service Strategies Page 13
4 Clarify and assess customer needs Advise on customer service needs Exercise 2: Identifying internal customers Corrine enjoys her job at a local Wholesale Nursery. Her role involves assisting customers to select plants and process their sale. Most of the nursery s customers have an account that they receive each month by mail. It is essential that Corrine process customer sales promptly and efficiently so that Ken, who is responsible for accounts, can print and post the monthly accounts to customers. Ken is Corrine s internal customer. Select an organisation. Identify the internal customers of a customer service assistant in your chosen organisation. What types of goods and service does the customer service assistant provide to internal customers? Record your response below. Interpersonal skills for customer service You need good interpersonal skills if you are to provide superior customer service. Individual workplaces will develop their own list of skills to suit their particular needs. These are usually included in the advertisement when organisations are recruiting customer service staff. Interpersonal skill I possess this Excellent listening skills Excellent verbal skills Ability to quickly respond to situations as they arise Ability to work to deadlines Demonstrated initiative Flexible attitude to work Organisational skills Team player Ability to problem solve Page 14 BSBCUS401B Coordinate Implementation of Customer Service Strategies
5 Advise on customer service needs Clarify and assess customer needs Ability to identify opportunities to deliver value-added customer service Ability to relate well to a diverse range of people High levels of enthusiasm and selfmotivation Patience and tact Ability to empathise with customer High standards of honesty and personal ethics Effective time management skills Customer needs The assistance that you can offer a customer will depend on the type of activities that are performed in your workplace. Customers may require you to: answer their questions book accommodation give them information handle a complaint organise a delivery process an order or sales provide product or service information provide technical advice receipt payment refer them to other personnel schedule appointment sell them a product or service take a message You may be required to provide customer service by telephone, face-to-face or electronically using the Internet or . It is important to understand that customers come to you for assistance to solve a specific problem. In some cases, the customer will know exactly you can do for them and will be able to communicate this successfully to you. In many cases, however, the customer may not be sure specifically what you can do for them to solve their problem. BSBCUS401B Coordinate Implementation of Customer Service Strategies Page 15
6 Clarify and assess customer needs Advise on customer service needs Although the specific needs of individual customers in each of these types of interactions are unique, there is a usually a commonality to the expectations that customers have of the organisation in which they are doing business. Typically, customers expect to receive service promptly from knowledgeable and courteous workers. They wish to be treated fairly and with respect and to have commitments made by the organisation honoured. Customers want the products and services they purchase to be of high quality and to perform as described by the organisation. These types of expectations are the minimum that customers expect. In those cases where their expectations are not satisfied, customers will complain, take their future custom elsewhere and will usually tell several of their contacts such as family, friends and work colleagues about their disappointing experience. Customer service professionals aim to not only meet, but to exceed, the expectations of their customers. The advantages of exceeding customer expectations include personal satisfaction in doing the job well, repeat business of the customer, good word-of-mouth advertising by customers and increased profits to the business. Typically, those individuals who provide excellent customer service are rewarded by their organisation with some kind of incentive or bonus, opportunities for training or promotion and enhanced job security. Identifying customer needs Before you can offer any assistance, you must understand fully what the customer requires. It is important to remember that you must treat each customer as an individual. This means respecting their individual differences and preferences. The process for identifying customer needs is: greet them develop rapport question them use active listening express empathy give reassurance and confirmation Questioning There are three basic types of questions: open question closed question reflective question Page 16 BSBCUS401B Coordinate Implementation of Customer Service Strategies
7 Advise on customer service needs Clarify and assess customer needs You will use all three types of questions to gather information from a customer. Encourage customers to talk by using positive language. Once the customer has given you information, you can use open questions to probe for more information. It is essential that you do not appear to be interrogating the customer. Remember that you must concentrate on listening to the answers that the customer is giving you rather than focusing on thinking of the next question you will ask. Many customer service professionals ask the customer for permission before they begin the process of asking questions to gather information. Case Study: Ask permission to ask questions Natalie: Customer: Natalie: Customer: Good morning. Central West Visitor Information Service. This is Natalie. May I help you? Good morning. My name is Christine Johnson. I am a Year 5 teacher at Lucky Valley Public School. I have been given the job of organising an overnight excursion for Year 6 to your area in September. I am hoping you will be able to give me some help in planning a visit to your area we want the children to do some gold panning. I would be happy to help you Ms Johnson. September is certainly a great time of year to visit us. Would it be okay if I ask you some questions so that I can work out the best way to help you? Please, call me Christine. Ask away. I m not quite sure where to start. Open questions Open-ended questions are questions that can t be answered with a yes or a no. Open questions begin with, WHO, WHAT, WHERE, WHEN and HOW. You would typically use open questions to gather information at the beginning of the customer interaction. Open questions are particularly helpful in those cases where you want to: clarify information encourage the customer to continue to talk explore options identify specific behaviours open up additional areas for exploration BSBCUS401B Coordinate Implementation of Customer Service Strategies Page 17
8 Clarify and assess customer needs Advise on customer service needs Activity Exercise 3: Open questions The following table includes examples of questions you may ask to gather information from customers. Consider the purpose of each question and write an example of your own. Purpose Example of question Your example Clarify information Encourage the customer to continue to talk Explore options. Identify specific behaviours Open up additional areas for exploration What made you cancel your previous gym membership? What did you enjoy most about going to the gym? Can you tell me about what you are looking for in a gym membership? Which days would you be available to come in? What are your thoughts about using a personal trainer? Closed questions Closed questions are those that can be answered with a yes or no, or which give a limited number of responses. Using open questions, you will have identified the customer s needs. You may use closed questions to clarify the information you have been given or to check that your proposed solution is likely to be acceptable to the customer. Closed questions begin with, WAS, DID, ARE, DO, IS, WILL, WHY. Reflective questions Reflective questions are those you use when you want to show the customer that you have heard what he or she said and check your understanding at the same time. Examples of reflective questions include: So, you would need this delivered on Saturday? You won t be available tonight then? Then you would prefer a pay-by-the-month plan? Page 18 BSBCUS401B Coordinate Implementation of Customer Service Strategies
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