Assessment Task 2

Revised Policy and Procedures for Customer Contact

Analyse needs

 know what our customers consider to be good customer service

 take the time to find out customers' expectations

 follow up on both positive and negative feedback we receive

 ensure that we consider customer service in all aspects of our business

 Continuously look for ways to improve the level of customer service we

deliver.

Match products to customer

Customers are more likely to trust sales people who show confidence in
themselves and what they are selling. We can build this confidence by
increasing the knowledge of the products or services. Three levels of value

we may be able to deliver value at three levels:

1. Product level. Talk with customers about features, benefits, quality
and price.
2. Process level. Talk about how to product or service will enhance the
customer’s business processes, such as reducing overtime.
3. Performance level. Discuss the impact of the product or service on
the customer’s business results.

Strategic Partners:
Company Phone
Adventure Supplies 03 7878 4334
Bars Are Us 07 6745 7789
XYZ Childcare 03 9996 7645
Universal Roof Racks 03 3456 7891
OZ Car Customisers (non-standard modifications) 03 78653988
International Towing Equipment 03 9876 5430
Car Universe 03 8529 0643
Gorilla Bars 03 6549 8764

Reflection
Encourage staff to participate in networking and gathering information
Here are some tips on how to engage a staff in networking:
1. Include networking in the job description for each and every employee.
Often, if a new hire knows upfront that he's expected to incorporate
networking into his job, it will happen.

2. Have clear and reasonable expectations. If the company manufactures a

very obscure product, the staff might have a hard time bringing in tons of
referrals. However, keep in mind that people are more important in the
networking process than the type of product being sold. When the have the
right person, he or she will be able to build a network around any kind of
product or service.

3. Teach the staff how to network effectively for the company. Hold focus
groups where the role-play ways to ask for referrals from other customers,
friends and family. Bring in local networking experts for in-house trainings.
Better yet, send the staff to a networking class, such as the Certified
Networker Training , available in most markets.
If the belong to a weekly networking group, bring the staff to those meetings
one at a time so each member can see firsthand what networking can
produce. This also helps the networking partners feel that they know the
business better, since they've been able to meet the people in the company.
The bottom line: Until the teach someone how to do something effectively,
expecting them to do it well-or even at all-is unrealistic.

4. Motivate the staff to bring referrals to the company. My wife once worked
for a business owner who incorporated monetary bonuses into her word-of-
mouth marketing expectations. For every new customer, she was given a
bonus. It was a win-win arrangement for the company, as each new customer
brought in revenue well above the bonus amount, and my wife felt rewarded
each time one of her referrals came through the door.
Having a bonus system in place made it obvious that she would be attending
chamber meetings with the boss and developing other connections in the
community while passing out business cards and fliers for the company. To
properly execute this idea, check with the CPA or tax preparer.
The might even establish a "networker of the month" status for the staff, using
a reserved parking spot or an overnight hotel stay somewhere fun as a
reward. Make the motivation something that's relevant to the industry and,
most of all, exciting to the staff.

5. Be sure the staff sees the practicing the networking skills. Often, we as
entrepreneurs don't share with our staff the amount of time and energy we put
into building and maintaining our businesses utilizing word-of-mouth
marketing. I have always felt very strongly about this point. If I am going to
expect my staff to do something, motivate and reward them for doing it, I
better let them see me doing it as well. All too often, networking is something
done behind the scenes and not necessarily in front of the staff.

Two professional associations and two sources of trade information

Trade Associations

The American Bus Association, or ABA, is a trade association for

motorcoach operators and tour companies in the United States and Canada.
Its membership consists of about 1,000 companies that operate buses or bus-
based tours, about 2,800 organizations representing the travel and tourism
industry, and several hundred suppliers of buses and related products and
services. Its headquarters is in Washington, D.C.

Federation of Automotive Products Manufactures (FAPM) - The key aim of

this body is to foster the interests and welfare of the automotive components
industry in the Australia.

Trade Publications:

Auto Dealer Magazine (USA)

Motor Trade Magazine (UK)

Two Australian car customizers for possible contact

Cronic Customs (Wangara, WA) - It is specialise in custom car modifications,

from minor customisations to full rebuilds and also specialise in Drag Car and
Race Car Fabrication.

Trimworld Automotive (Coburg, VIC) - Trimworld is a leader in new car

leather, vehicle re-trimming, restoration, custom, marine and general repair
work. Using only the best in materials from local and imported leather to
modern fabrics and vinyl’s.

Why above could be valuable for Melbourne Car World

Because the Cronic Customers is a specialise in customer car modifications

and van help Melbourne Car World to develop skill and get more benefit. For
Trimworld Automotive They have the best material from local and imported
leather to modern fabrics and vinyl’s. This is a opportunity of Melbourne Car
World to get a best partnership.

Two Digital Methods

A database is a collection of information that is organized so that it can easily

be accessed, managed, and updated. In one view, databases can be
classified according to types of content: bibliographic, full-text, numeric, and
images.

The term "online communication" refers to reading, writing, and

communication via networked computers. It encompasses synchronous
computer-mediated communication, asynchronous computer-mediated
communication and the reading and writing of online documents via the World
Wide Web.

Ways to establish effective communication

1: Beware of interrupting

Be careful about interrupting others, particularly the customers. They'll be

especially upset if, while they're explaining a problem, the interrupt them and
start offering a solution. If the feel the have to interrupt, at least cut to the
chase and tell the other person what the think his or her main idea was. That
way, the other person at least can confirm or correct the, and in either case
save time.

2: Listen actively

Did the ever get the feeling, when talking to someone, that the were really
talking to a wall? The person may have heard the but gave no indication of it
at all. Avoid doing the same thing. When communicating with others, it's just
as important that people be aware that the're listening as it is that the're
actually listening. For that reason, be involved with and react to what the other
person is saying, either via a nod, or an "I see," or a paraphrase of the other
person's statements. The'll strengthen the own understanding and make a
better impression.

3: Avoid negative questions

Suppose the say to a customer, "The don't have Word installed?" and he
answers "Yes." What does he mean? Yes, the're right, Word is not installed?
Or yes, he DOES have Word installed?

4: Be sensitive to differences in technical knowledge

Chances are, the customers have less technical knowledge than the do. Be
careful, therefore, when explaining things to them. If the use acronyms, be
sure the identify what the acronym means. The same acronym can mean
different things, even in an IT context (for example, ASP can refer to
"application service provider" or "active server page"). Be careful that the don't
make two opposite mistakes: either talking over their head or talking down to
them. Keep the eyes on customers when the talk to them and be alert to cues
indicating that they don't understand. Ask them whether they understand what
the're saying, if necessary.

5: Use analogies to explain technical concepts

A good way to explain a technical idea is to use an analogy. Though they

have limitations, analogies are helpful in explaining an unfamiliar idea in terms
of a familiar one. One of the best analogies I ever heard compared a firewall
to a bank teller. When the enter a bank, the don't just go into the vault and get
the money. Instead, the go to a window, where the teller verifies the identity
and determines that the have enough money. The teller goes to the vault,
brings it back to the window, gives it to the, and then the leave.

6: Use positive instead of negative statements

The customers are more interested in the capabilities than in the limitations. In
other words, they're interested in what the can do, rather than what the can't
do. The way the say things to them influences how they perceive the and the
department. The, as an IT department or individual, can be seen as a
roadblock or the can be seen as a partner. So, for example, instead of saying,
"I can't help the unless the log off," consider saying, "Please log off so that I
can help the." The statements often will be easier to understand as well.

7: Be careful of misinterpreted words and phrases

Sometimes we say something with innocent intent, but the other person
misinterprets it. We mean to say one thing, but our pronunciation or inflection
causes us to convey something else. For example, in Chinese, the sound
"ma" said in a high level tone means "mother in law." However, said in a
falling and rising tone, it means "horse."

8: Remember that technical problems involve emotional reactions

When customers have a technical problem (for example, they're having

trouble printing), keep in mind that they'll almost always have an emotional
reaction as well. Those emotions can range from simple annoyance to
outright panic, depending on the importance of the document and the time
element involved. I'm not saying the have to be Dr. Phil, but it's important to
acknowledge and recognize these emotional reactions. If all the do is solve
the technical problem and walk away, chances are the customer will still be
upset.

9: Anticipate customer objections and questions

In his book The Art of War, the ancient Chinese author and strategist Sun Tzu
said, "If the know the enemy, we need not fear the result of a hundred
battles." Apply this principle when communicating with customers. In
particular, try to anticipate the objections the customers will have to the
message and address those objections.

10: Keep the customer informed

The area where I live, southeastern Pennsylvania, has a large agricultural

presence, in particular involving the production of mushrooms. While they are
growing, mushrooms are kept in a dark building and are covered with
fertilizer.