Assessment Task 1

BSBCUS 501
Name: Joyee Chakma
Student Number: SCSB19558
1. The purpose of the Australian Consumer Law and how it protects
consumers’ rights.
The Australian Consumer Law explains the terms covering standard from consumer
to the business person. A consumer can demand his rights through the Australian
Consumer Law. He can be sure about the safety when he buys the product or
services. The customer can buy the product with a guaranty with the consumer law.
The Consumer Law helps also with the compensation if damaged, replace or repair

2. The consumer guarantees that apply for both products and services under
the Australian Consumer Law.
The consumer guarantees that apply for both products and services under the
Australian Consumer Law are described below-
 Products must be of acceptable quality like, safe, lasting, not faulty, suitable
for the expected quality by consumer.
 Products come with full title and ownership, not carry any hidden charges.
 Products must match descriptions made by the salesperson, on packaging
and labels, and in promotions or advertising.
 Services must be provided with acceptable care and skill or technical
knowledge and taking all necessary steps to avoid loss and damage.
 Services need to be fit for the purpose that the business had agreed to
provide.
 Services need to be delivered within a reasonable time.

3. The types of products and services covered by the consumer guarantee

are listed below-
 New and second hand products and services are covered by the consumer
guarantee.
 Sale items which are fit to use are covered.
 The items which are bought from an Australian business online are covered
by the consumer guarantee.
 Products or services that are bought under $40,000 or over $40,000 for use,
are covered by the consumer guarantee.
 4. Explain why it is unlawful for a retailer to display a sign to say that no
refunds are provided.
Signs stating ‘No refunds’ or ‘No refunds or exchanges on sale items’ are unlawful,
as they imply that it’s not possible to get a refund under any circumstances, including
for faulty items. As per the Australian consumer law, the customer can ask for a
refund if any business did not provide the quality product. That is why the retailer
need to provide refund to consumer.

5. Discuss whether consumers are legally entitled to a refund or replacement

if they change their mind when buying a product or service.
When buying a product or service, if a customer has a change in their mind, he is not
legally entitled to get a refund or replacement. A store mostly does not have to give
refund if a customer changes their mind. A 'change of mind' can include instances
where a customer buys an item but later decides or realises, they have selected the
wrong colour, size or product. If the business does not follow a change of mind
policy, then it will be up to them whether they going to give the refund or not.

6. Discuss the statement below in relation to guidelines about consumer

guarantees. Provide an example to illustrate your answer.
“Some suppliers or manufacturers tell the consumer an extended warranty
provides extra protection, which the consumer would not have unless they
buy it.”

Regarding the statement “Some suppliers or manufacturers tell the consumer an

extended warranty provides extra protection, which the consumer would not have
unless they buy it” in relation with customer guarantees, it mostly offered by the
suppliers for extended warranty. This is not necessary because the extended
warranty is optional. The consumer guarantees provide rights to consumer that
he can get fully sure about the details of product before purchase.

An example can be discussed as – One person wants to buy is a new TV for $8,000.
The TV has a one-year manufacturer’s warranty. The salesperson persuades the
customer that it would be best to purchase an extended warranty to cover him so
that if the TV breaks down after one year he will be covered for the cost of any
repairs. That is not true at all. So, the customer would be entitled to a remedy free of
charge under ACL on the basis that the TV is not of acceptable quality and he does
not need an extended warranty.

7. Explain at least two benefits of an effective complaint handling system for

businesses and consumers and outline the standard steps that you would
use to effectively deal with a customer complaint.
Two benefits of an effective complaint handling system for businesses and
consumers are-
 It creates a customer focused culture. Having the organisation’s team
understand the true value of every guest who is walking through doors is
fundamental for the success and long-term profitability for the business.
  It reduces the operational cost. Effectively managing a complaint and
ensuring that the guest is satisfied with the service, will reduce your expenses
and cost.

The standard steps that I would use to effectively deal with a customer complaint are
described below-
Listen and understand: Always need to listen what a customer wants to say. I need
to take the time to listen carefully and truly understand what the customer wants to
discuss.
Empathize: Once I have listened to customer concern immediately empathize with
their position to create a bond between us so that they know I heard their concern
and willing to work with them to resolve the issue.
Offer a Solution: I have to offer a solution because there is always a solution. It may
not be exactly what they are asking for, but I can still offer a solution regarding the
complaint.
Execute the Solution
I need to perform the solution technique which I have offered to the consumer.
Follow-Up
I need to make sure to follow-up with customer to know about that they are satisfied
with the solution and that I have taken care of their concern.

8. A retailer wishes to establish a consistent welcome procedure for sales

staff to follow when a potential client enters the sales room. Outline a
standard procedure that the sales people could follow. Your answer
should be in easy to follow steps.
A warm welcome to clients: With a smile and friendly greetings to customer who
enters the room can be considered as a good customers service.
Product knowledge: The staff who responses to the customer must have the
knowledge about product stuffs. A customer will also feel comfortable with the talk.
Positive body language and proactive: Body language is an incredibly expressive
and powerful communication tool. Being proactive is required to understand what
customer wants and stepping in to help where required.
Be patient and keep listening: The staff need to stay focused and keep listened to
the customer patiently. Sometimes a few customers can get annoyed easily but still
the staff need to be patient and try not to interrupt the customer.
Happy farewell: The staff must need to say happy farewell so a customer can be
satisfied with the service and even also want to recommend about the store to
others.

9. The concept of service standards and their importance. Identify two

examples of services standards.
Customer service standards are a company’s rules or guidelines that inform and
shape the customer’s relationship with the business at every step throughout the
customer experience. Service standard can become a valuable management tool.
The customer service standards and guidelines help the company solidify its thinking
about how it relates to its market and further enhance its target. Standardized
customer service helps the company by ensuring the maximum positive response
from the maximum number of customers. Customer service standard help to
increase customer loyalty. If customers are satisfied with the service, they will
recommend other person, so it will help to increase the range for a company.

Two examples of service standards can be described below-

Response time of complain: Average response time for any complains should be
within 10 minutes.
Instant service/ queueing ration: Instant support to the queueing customer is an
important service standard. Per service agent should have a maximum of 2
customers waiting in the queue to maintain the service standard.

10. Explain why a company committed to best practice customer services

may choose to measure its service standards.

Service standards are important for a business to maintain potential customers and
also to run the business with the employees and management. They help to define
the expectation of the customer. They also help the management to face the
challenges and obligations. It is good practice to review the service standards every
12-18 months. The reason for a company become committed to best customer
services are:

a. To confirm the management that customers should receive what they

are promised.
b. Sales and marketing team will use the standard to pitch the sales for
the organisation.
c. Service standard brings consistent performance, achievement and
sustainability.
d. It also helps to improve the service delivery.

11. Explain the concept of public relations as a method of marketing

communication.

Public relations (PR) is the process of building beneficial relationships between an

organization and the public communities, groups and people it serves by maintaining
a favourable image. Public relations do not pay for publicity and attention like
advertising. PR aims to draw attention to newsworthy activities of the organization
and its customers. That’s why, Public relation also referred as “free advertising”.
Public relations are important for the followings:
a. Stimulate demand for a service, product, organisation or idea.
b. Inform target audiences about positive features with a product, brand, service
or organisation.
c. Maintaining good relationships with the influencers.
d. Head off critical or unfavourable media coverage.
e. Create and maintain positive image.
 12. Explain five methods by which a company can promote its products.

Five methods to promote a product are:

a. Host an event: Hosting an event is a great way to introduce a new
product among the customers. This event can be arranged either in the
company office or getting together with a local business location like
grocery or supermarket.
b. Post to google my business: Posting about your new product or service
in google my business, is another way to promote.
c. Offer an upgrade or trade-in: If the product is upgraded version, then
introducing a trade-in promotion would be an effective way to
incentivize customers.
d. In store promotion: In store promotion is an effective conventional way
of promoting a new product.
e. Email Marketing: Now a days, 82% customers open promotional
marketing emails and 40% among them actually purchase products.
So, this would be another prospective way of promoting a product.

13. Explain how customer service can impact on the public relations image of
a company.

Customer service function always has been an element of public relations. Because
they are the one who can build an image of loyalty or breed dissatisfaction. As an
example, if any customer does not get treated with a proper customer service from a
supermarket by a customer service representative, then that customer will not show
good image about your company.

14. Explain how you could overcome verbal communication barriers with
customers.

Strategies to overcome Verbal communication

1. Limit distractions. When communicating, limit any other distractions like put

away your mobile device, shut off your computer. It is important for more
effectiveness in communication.
2. Participate in a public speaking class. To build up confidence while
speaking, speech class may help in this regard.
3. Acknowledge what others are expressing. In a conversation with someone,
acknowledge what they are saying by using facial expressions or by nodding
and appropriately participate in the conversation.
4. Practice empathy. Showing empathy with the person you are communicating,
can help to build effective communication.
 15. Explain how you can overcome barriers to communication with customers
who have a hearing impairment.

The strategies to overcome communication barrier with hearing impaired customer

are as follows:
a. Speak clearly: It is important to talk clearly with the hearing-impaired
customer so that he can understand the context of conversation.
b. Do not shout: Shouting will make your voice distorted and unclear. So,
try to avoid that.
c. Face the disable person: It will be lot easier for a hearing-impaired
person to understand you if you talk by facing towards them.
d. Reduce the distance between you and customer.
e. Reduce background noise if possible.

16. Outline four keys way of providing excellent customer service.

The four key factors to provide excellent customer service are

a. Respond to a customer as early as possible.
b. Always put the customer first by fixing your mistakes or respecting
them.
c. Treat customer as a family member.
d. Understand customer’s need and suggesting the right product is the
fundamental key factor of customer service.

17. Explain why an unhappy customer is not good for business.

Customer’s satisfaction depends on customer service. So, if a customer is unhappy,

that means the customer has experienced unsatisfactory service from the company.
An unhappy customer will bring detrimental effect in your business. The effects are
a. Reputation damage
b. Loss of customer (both current and future)
c. Loss in profit
d. Loss of best employees
e. Leads that doesn’t convert

18. Explain the importance of understanding customer behaviour and two

techniques that can be used to analyse customer behaviour.

Understanding Customer’s behaviour is necessary for each and every business or

company to predict the success of their current and new upcoming products.
Because, every customer has a different attitude and thought process during the
purchase of any product. Failure to understand the reaction of customer means, high
chances of product failure. So, the importance of understanding customer behaviour
is:
a. It will help a company to forge bonds and build emotional relationships
with customer to gain brand advocacy, customer loyalty and referrals.
 b. It will help to design or invent a new product by knowing the
expectations and needs of the customer.
c. It can help to differentiate customer which will help to tailor company
strategies for varying customer group.
d. Knowing Customer behaviour will allow us to create effective marketing
campaigns.
e. It will allow us to predict market trends.
f. It will guide us to improve customer service.

Following two techniques are well known to analyse customer behaviour. The
techniques are:
- Using Analytics platform like “HubSpot”, “Trifecta” or “Vertica”.
- Engaging with customer in real time with a determination to understand them
is another way of customer behaviour analytics. This technique is known as
“Intelligent Customer Engagement”.

19. Explain three key customer research methods.

Three key customer research methods are as follows

- Individual interview: For in-depth questioning, personal interviews is a useful
tool. With this method, we can find out individual’s interest or experiences with
a product.
- Survey: Survey is a useful method to achieve a great deal of specific
information. Survey can be done in several ways, like mail survey, phone-
survey
- Focus groups: This method is useful when an organization or business wants
to launch a new product or do some modification in existing product.

20. Explain the importance of recording and monitoring complaints.

The Importance of recording and monitoring complaints are as follows

- Complaint is a reality check of an existing business which will help to identify
loopholes of service, gain insights about customer perception.
- It helps to understand customer better.
- Provides an indirect or direct feedback about product and service.
- It helps to manage online reputation.
- Help us to improve customer support.
- It enhances customer communication.
- It helps us to build customer loyalty.