Crown Institute of Business and Technology Pty Ltd ABN 86 116 018 412 National Provider No: 91371

CRICOS Provider Code: 02870D

North Sydney Campus: 116 Pacific Highway North Sydney NSW 2060 P: +612 9955 0488 F: 02 9955 3888
Sydney CBD Campus: Level 5, 303 Pitt St Sydney NSW 2000 P: +612 8959 6340 F: 02 9955 3888
Canberra Campus: Suite 1, Level 4, 40 Cameron Avenue, Belconnen ACT 26 17 P: +612 6253 5184

BSBCUS402 Address customer needs

Assessment 2 - Assignment

Question 1

Imagine you have started work as a sales account manager in a large publishing
company that bases its reputation on providing good customer service. You are asked
to prepare a 1 page report for management outlining how staff should communicate
with customers to fully explore and address their needs.

Your report should address:

 Acknowledging the customer

 Talking with the customer
 Recommending products and services
 Communicating on the phone

Question 2

Imagine you have just started work in travel agency that deals mostly in the family
holiday market. As part of your induction the manager asks you to develop your own
personal learning plan to learn about your organisation’s products and services as well
as your prospective customers’ needs.

What information would you need so you could effectively explain and match available
services and products to customer needs? You could consider information about:

 Products
 The company
 Customers
 Yourself

Question 3

Prepare a table similar to the following, and briefly explain:

 Why each piece of legislation is important?

 How it can affect your daily work?

BSBCUS402 Assessment Task 2 - v2.2 Page 1 of 7

 Crown Institute of Business and Technology Pty Ltd ABN 86 116 018 412 National Provider No: 91371 CRICOS Provider Code: 02870D
North Sydney Campus: 116 Pacific Highway North Sydney NSW 2060 P: +612 9955 0488 F: 02 9955 3888
Sydney CBD Campus: Level 5, 303 Pitt St Sydney NSW 2000 P: +612 8959 6340 F: 02 9955 3888
Canberra Campus: Suite 1, Level 4, 40 Cameron Avenue, Belconnen ACT 26 17 P: +612 6253 5184

Provide an example of how each piece of legislation may affect customer’s rights and
responsibilities.

Name of legislation Why it is How it can affect An example of how it

important your daily work may affect the
customer’s rights and
responsibilities
Anti-discrimination
Privacy laws
Environmental laws
Fair trading laws and
Competition and Consumer
Act 2010
Warranties and refunds

Question 4

a) Explain the different ways you might communicate with the following customers:
 A business customer whose monthly stationery order will be delayed
 A retail customer who has submitted a complaint to the company website
 A business customer who purchased a new computer system two years ago

Briefly outline the information you would provide to each customer. Why is it
important to adjust the communication method to the customer?

b) Describe the steps you can take to help customers choose services and/or product
options to satisfy their needs
c) Explain why it is worth the expense of having a lawyer draw up a detailed contract
for service delivery.
d) Explain in your own words at least three frequent causes of customer discontent and
suggest some possible solutions.

Question 5

Mike’s Washers specialize in selling washing machines for business and household
customers. The sales staffs are highly trained in the features of different washing
machines, including their:

 capacity
 water efficiency
 electricity efficiency
 warranties

BSBCUS402 Assessment Task 2 - v2.2 Page 2 of 7

 Crown Institute of Business and Technology Pty Ltd ABN 86 116 018 412 National Provider No: 91371 CRICOS Provider Code: 02870D
North Sydney Campus: 116 Pacific Highway North Sydney NSW 2060 P: +612 9955 0488 F: 02 9955 3888
Sydney CBD Campus: Level 5, 303 Pitt St Sydney NSW 2000 P: +612 8959 6340 F: 02 9955 3888
Canberra Campus: Suite 1, Level 4, 40 Cameron Avenue, Belconnen ACT 26 17 P: +612 6253 5184

 reliability

Mike, the owner, is proud or the customer service his staff offer. As well as the sales
outlet, they have a service centre and an emergency repair service. Mike has recently
introduced an extended warranty option, which is selling well.

The following table summarises the details of the four popular washing machines sold
by Mike’s washers.

Feature Machine 1 Machine 2 Machine 3 Machine 4

Price $850 $1500 $3000 $1150
Warranty 2 years 4 years 3 years 2 years
Load type Top Front Front Top
Spin speeds max 1000 rpm 1200 rpm 1400 rpm 1000 rpm
Water efficiency 2 stars 3 stars 3 stars 2 stars
Energy efficiency 2 stars 3 stars 3.5 stars 2 stars
Load capacity 8 kg 9.5 kg 12 kg 8 kg
Physical 670 x 1070 x 700 x 1100 x 750 x 1200 x 700 x 1200 x
dimensions 680 mm 700 mm 700 mm 680 mm
Special features Delay start; Lint filter; Stainless steel
electronic fabric finish: delay
control softener start
dispenser

a) What questions should a salesperson at Mike’s washer ask to identify the most
appropriate machine for customer? Why is this important?
b) Review the table describing the different models. Which model would you
recommend to:
 a student in a share house
 a family
 a Laundromat?

For each case, give reasons for your choice and describe how you would help the
customer would make their choice.

c) Imagine you are a salesperson preparing a quote for a business that is interested
purchasing four washing machines form Mike’s Washers.
a) What information would you include in a quote?
b) What information might you include to encourage the business to choose Mike’s
Washers?
c) How would you provide the quote to the business customer? Why would you do
this?

BSBCUS402 Assessment Task 2 - v2.2 Page 3 of 7

 Crown Institute of Business and Technology Pty Ltd ABN 86 116 018 412 National Provider No: 91371 CRICOS Provider Code: 02870D
North Sydney Campus: 116 Pacific Highway North Sydney NSW 2060 P: +612 9955 0488 F: 02 9955 3888
Sydney CBD Campus: Level 5, 303 Pitt St Sydney NSW 2000 P: +612 8959 6340 F: 02 9955 3888
Canberra Campus: Suite 1, Level 4, 40 Cameron Avenue, Belconnen ACT 26 17 P: +612 6253 5184

d) Describe three things that might go wrong when delivering the order to a business
customer. For each item, describe the steps you could take4 to prevent this
happening.
e) Imagine you are working at Mike’s Washer when you receive a call from an angry
customer. They have just taken a load of washing out their machine. The colours
have all run together and some of the clothes are torn. The customer is blaming the
washing machine for the problem and is threatening to post pictures of the problems
on Mike’s washer’s social media page.

What would you say to the customer? What actions would you take to resolve the
situation?

Question 6

a) Briefly explain the key features of effective communication with customers.

b) Give examples of at least three different types of business networks and explain why
they are important.
c) Briefly describe ways that you can ensure tour are up to date as a salesperson. In
your response, include strategies for being up to date on customer information,
products and services and compliance requirements.
d) Explain the advantages of developing strong links with suppliers.
e) Explain the possible consequences to an organisation of not having through records
of customer interactions.

Question 7

Read the scenario, and then compete the tasks that follow.

Scenario

Wheels in Motion are expanding group of bicycles sales and repair outlets. You have
recently been appointed the marketing manager for this business.

Until now, the owner has sent customers annual reminders for bicycle service using a
spreadsheet. The expansion of the business means that this spreadsheet is not working
effectively and new customer are often not being added. The data is collected on forms in-
store those are then sent to the head office location.

 There are several different groups of customers at Wheels in Motion:

 Commuters: these people mainly ride to work
 Hobbyists: these people use their bikes for short journeys now and then

BSBCUS402 Assessment Task 2 - v2.2 Page 4 of 7

 Crown Institute of Business and Technology Pty Ltd ABN 86 116 018 412 National Provider No: 91371 CRICOS Provider Code: 02870D
North Sydney Campus: 116 Pacific Highway North Sydney NSW 2060 P: +612 9955 0488 F: 02 9955 3888
Sydney CBD Campus: Level 5, 303 Pitt St Sydney NSW 2000 P: +612 8959 6340 F: 02 9955 3888
Canberra Campus: Suite 1, Level 4, 40 Cameron Avenue, Belconnen ACT 26 17 P: +612 6253 5184

 Fans: these people take regular long rides; there are road and off-road users in this
group.

Each of wheels in motion stores has a service manager for the repair shop and a sales
manager. Because of business’s recent growth, the owner has recently appointed a group
service manager and group sale manager.

a) List at least two types of regular communication you might establish with Wheels in
Motion customers. For each type of communication, describe the communication
method you would use and why.
b) List at least two referral networks that you might use at Wheel in Motion. For each
network, describe why it might be useful. Think about internal and external networks
and different customer types.
c) How might you make sure customer information is kept up to date? Write a work
instruction for staff to use to update customer information (you do not need to
include software-specific information in your response).
d) List the different information you would collect about the Wheels in Motion
customers. Describe why you would collect each piece of information.
e) How would you collect feedback from Wheels in Motion customers? Describe at least
two methods you would use and why you would use them?

Question 8

Read the customer complaint letter, then answer the questions that follow.

Pablo Ruiz
Managing Director
Computer Connections
123 Jones Street
Hometown

Dear Mr. Ruiz

I am writing to complain about the service I have received from your company.

I visited your Hometown store four weeks ago to buy a computer and organize
connection to the internet. The main thing I wanted to be able to do was Skype my
daughter, who has moved to Canada. As I am not very familiar with computers, and do
not currently have one, I visited your store rather than conduct my research online.

I arrived at your store in the middle of the day, which appeared to be a quite time. T
waited for several minutes before anyone acknowledge my presence. When I explained
what I wanted, the sales assistant went someone else, who took several more minutes
to arrive.

BSBCUS402 Assessment Task 2 - v2.2 Page 5 of 7

 Crown Institute of Business and Technology Pty Ltd ABN 86 116 018 412 National Provider No: 91371 CRICOS Provider Code: 02870D
North Sydney Campus: 116 Pacific Highway North Sydney NSW 2060 P: +612 9955 0488 F: 02 9955 3888
Sydney CBD Campus: Level 5, 303 Pitt St Sydney NSW 2000 P: +612 8959 6340 F: 02 9955 3888
Canberra Campus: Suite 1, Level 4, 40 Cameron Avenue, Belconnen ACT 26 17 P: +612 6253 5184

I explained again what I needed. The second person, Frank, directed me to a tablet that
he said would all my needs. T explained that I really needed something with a keyboard
and a large screen, since I found it difficult to type on the tablets my children use.

Frank continued to show me products that did not suit. When I explained this, he
suggested I do some more research on your company’s website. I explained that I did
not have internet access at home. On hearing this, he laughed at me and said, ‘Surely
everyone has internet these days?’

I am writing to you because, as Managing Director, I think you should be very concerned
about this. After being laughed at, I left your store. I have since involved my son, who
has helped me purchase a desktop computer with a webcam and internet connection.
This was delivered promptly and a technician arrived to help me set up the computer
and the internet connection.

I have spent a considerable sum with this other company, who has also directed me to a
short course in computer use for novices. You have missed as opportunity for my
business and are no doubt losing other opportunities every day.

Regards,
D Rao
Mrs. Dipa Rao

a) Write at least three things the salesperson should have done when Dipa entered
Computer Connections.
b) Write down at least four questions that salesperson at computer connection could
ask to help understand how the customer will use their computer, for each question,
indicate whether it is an open or closed question.
c) Once Frank has understood Dipa’s requirements, what should he have done? How
might this have helped him make the sale? In your response, you should include:
 Actions to obtain the sale
 Actions if the sale is made.
d) How should Pablo, the Managing Director, respond to this letter? Write down the
steps you would advise him to take. Your response should include:
 Investigating the complaint
 Record the complaint
 Taking steps to prevent recurrence.

After reading this letter, the Managing Director, Pablo, decides to conduct some
customer service training

e) Write a Customer Charter for Pablo to display in the staffroom, this Customer Charter
should explain how customer must be treated at Computer Connections. In the

BSBCUS402 Assessment Task 2 - v2.2 Page 6 of 7

 Crown Institute of Business and Technology Pty Ltd ABN 86 116 018 412 National Provider No: 91371 CRICOS Provider Code: 02870D
North Sydney Campus: 116 Pacific Highway North Sydney NSW 2060 P: +612 9955 0488 F: 02 9955 3888
Sydney CBD Campus: Level 5, 303 Pitt St Sydney NSW 2000 P: +612 8959 6340 F: 02 9955 3888
Canberra Campus: Suite 1, Level 4, 40 Cameron Avenue, Belconnen ACT 26 17 P: +612 6253 5184

Charter, make sure you think about the rights and responsibilities that apply to all
customers. (Note: you can find many example charters online.)
f) Pablo knows that there are many things that can go wrong when delivering an order
of computer equipment.
i. Write down at least four things that may go wrong.
ii. Create a checklist for sales staff to use when making a sale to prevent these
problems occurring.
g) When Pablo reads the letter, he realizes that he is missing opportunities to make
referrals that will help his customer.
i. What referral opportunities exist for Computer Connections? In your answer,
consider both internal and external networks.
ii. How could Pablo make sure all staff understands when to make referrals/
write down a training program that he could use.

Question 9

Investigate and report on the customer services process at your organisation or one you
are familiar with.

a) Briefly descried the organisation, the products or services it provides and a profile of
the organisation’s target customers.
b) List the primary needs and expectations of this customer group when purchasing the
organisation’s products or services.
c) Describe at least three strategies you would use to help customers articulate their
needs.
d) List the key rights and responsibilities for this customer group when purchasing
products or services from the organisation.
e) List at least five communication techniques you would use to identify the service
needs of customers.
f) Identify three potential barriers to successfully addressing customer needs. How are
these barriers or problems managed at your organisation?
g) List the business technology your organisation uses to maintain effective regular
communication, address customer needs and to collect and analyse information on
customer service needs.
h) List the methods used to ensure that customer service decisions are based on
current information. Can these be improved? Explain your answer.
i) Describe the networks you currently have in place to ensure customer referrals to
products and services meet customer needs.
j) Develop a customer service charter for the organisation that sets out how staff will
meet services, needs and expectations.

BSBCUS402 Assessment Task 2 - v2.2 Page 7 of 7