Case Study Assessment

Criteria
Unit code, name and release number

BSBCUS401 – Coordinate Implementation of Customer Service Strategies

Assessment 2a of 2

Qualification/Course code, name and release number

Cert IV in Marketing and Communication / BSB42415

Student details
Student number

Student name

Assessment Declaration
 This assessment is my original work and no part of it has been copied from any other
source except where due acknowledgement is made.

 No part of this assessment has been written for me by any other person except
where such collaboration has been authorised by the assessor concerned.

 I understand that plagiarism is the presentation of the work, idea or creation of

another person as though it is your own. Plagiarism occurs when the origin of the
material used is not appropriately cited. No part of this assessment is plagiarised.

Student Signature and Date

Document title: BSBCUS401_T1 2021 – Assessment 2a Page 1 of 16

STUDENT NAME:
 Assessment instructions
Table 1 Assessment instructions
Assessment details
Assessment overview
Assessment Event
number
Instructions for this
assessment
Submission instructions
What do I need to do to
achieve a satisfactory
result?
What do I need to
provide?
What the assessor will
provide?
Due date and time
allowed
Assessment feedback,
review or appeals
BSBCUS401: Assessment 1
What you have to do
Document title: BSBCUS401_T1 2021 – Assessment 2a
STUDENT NAME:
Instructions
The objective of this assessment is to assess your knowledge and
performance as would be required to advise, carry out and evaluate
customer service strategies.
2a of 2
This is a case study assessment and it will be assessing you on your
knowledge and performance of skills required by the unit.
This assessment is in 3 parts:
See instructions below
On completion of this assessment, you are required hand it to your
teacher for marking.
Ensure you have written your name at the bottom of each page of this
assessment.
It is important that you keep a copy of all electronic and hardcopy
assessments submitted to TAFE and complete the assessment
declaration when submitting the assessment.
To achieve a satisfactory result for this assessment all questions must
be answered correctly.
Computer, printer, paper, miscellaneous stationery.
Resources as provided in class
17 March 2021
Appeals are addressed in accordance with Every Students Guide to
Assessment.
Page 2 of 16
 Part A: Case Study ‘The Local Deli’

Part B: Case Study ‘Soap n Suds’

OR
Part C: Your Organisation

To complete this assessment all students must complete Part A. You can
choose to complete either Part B on the case study ‘Soap and Suds’ OR Part C
on your own organisation.

Part A: Case study 1

Janie likes shopping in her local area. For many years there had only been one deli, Hugo’s
Deli. Hugo’s stocked a large range of goods and it was well laid out and clean. Janie ran a
small business from her home and as she was so busy she found herself popping into the deli
at least twice a week to purchase ‘home made meals’. Her purchases ranged from $20 to
$50 most weeks.
Despite the fact that she was in there so frequently, Hugo never appeared to recognise her.
While he was always business-like and efficient, Janie didn’t particularly enjoy going there.
Unfortunately as there was no other deli that offered ‘home made meals’, she had no
alternative.
Last month Janie received a flyer in her letterbox informing her that a new deli, Delectables,
had opened. While it was not far from her home it was in the opposite direction to which
she would normally travel. She decided, however, to give it a go. Janie was pleasantly
surprised. The owner, John, greeted her and introduced himself. John asked whether he
could help Janie find anything in particular. “No thanks, I’ll just have a look around first,”
Janie replied.
She concluded that, although the shop wasn’t quite as well stocked as the other one, it
would easily supply her needs. She bought what she wanted and thanked John, who
promptly said, “Thanks Janie, see you next time!” From then on, Janie purchased her home
made meals and more from Delectables.
She enjoys going in there and having a quick chat with John while she browses and makes
her purchases. John is happy to order in any extras she needs and even helped Janie
organise a menu for a dinner party.
Janie’s average expenditure is now in the range of $35 to $70 per week.

PART A IS COMPULSORY, answer all the questions by referring to The Local Deli Case Study.

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STUDENT NAME:
 Question 1
While Hugos was able to satisfy Janie’s needs she decided to take all her future business to
Delectables. Using relevant customer service principles, explain why Janie decided to now
use Delectables as her deli of choice.
General feeling of not being listened to
Hugo’s staff did not go that extra distance or extra mile to ensure their customers are
Janie’s expectations at Delectables were exceeded

Question 2
Up until now Hugos attracted all the local trade. Hugo is now witnessing his clientele leaving
and frequenting Delectables. What advice would you give Hugo to assist him and his staff
focus on the need to improve the level of service within the deli?
Customer service training, probing customers on their needs
Product knowledge to be able to give customers their options
Improving the customer service culture
Develop a strategy to improve customer service
Open up communication with the deli, with external and internal customers.
Hugo needs to train his staff to ensure they have the product knowledge,
Induction program with new and existing staff
Ongoing training,
Mentoring – seniors with new staff

Question 3
With the introduction of competition in the local area both Hugos and Delectables will now
need to focus on the way they serve their customers.
List and explain the process they will need to adopt to ensure that the level of service they
offer meets the ever-changing needs of their chosen customer segments. You will need to
base your answer on the ‘Six steps to creating a customer service strategy’ which is found in
Topic One of your learning materials. You must discuss how each step relates to the delis in
the case study.

Identify your customers

What group of customers do you want to serve?

people who want to support local small businesses, enjoy the service and interaction,

Undertake research to identify your customers

Determine the customers’ needs and expectations

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STUDENT NAME:
 Benchmarks/standards -

Develop a plan to provide service that meets or exceeds customers' expectations.

Implement the plan

Establish an evaluation program

Evaluate progress and continue to improve the strategy

You must answer Part B on the Soap and Suds case study OR Part C on your own
organisation

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STUDENT NAME:
 Part B: Case study 2 – Soap and Suds
You have been employed by a small local car wash business, ‘Soap and Suds’ to research the
level of customer satisfaction with regard to both their product and service levels. Up until
now the car wash has been content with gaining feedback solely through the monitoring of
customer complaints and compliments.
Answer the following questions by referring to Case study 2.

Question 1
Describe three formal research techniques that you could use to research the level of
customer service. These should be specific research techniques. Identify the advantages and
disadvantages of each, specifically in relation to using them for Soap and Suds.
Direct Observation is
There are some techniques that could be used to research the level of customer service.
These methods are used to collect input about what our clients need and what they expect
and how they understand that the wishes and desires of our staff and our customers are
met.
 direct observation
 survey questionnaires
 focus groups.

1. Survey advantages

 High representativeness
Surveys have a high degree of general potential for large populations. The data
collected possess a clearer representation of the relative characteristics of the
general population participating in the analysis because of the normal high number
of people who respond to the survey.
 Low expenses
You just have to pay for the production of sample questionnaires while running
surveys. In contrast, analysts are required to pay extra for other data collecting
approaches including focus groups and informal interviews.
 Practical data collection
Surveys may be conducted in a multitude of ways for participants. Frameworks can
be sent easily via email or fax or can be managed via the Internet.
 Good significance for statistics

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STUDENT NAME:
 Owing to the high representativity of the survey process, statistically meaningful
findings are also simpler to find than other data collection approaches. Moreover,
several factors can be evaluated for surveys efficiently.

Disadvantages of Surveys

 Uncompromising design.
The survey which the researcher used from the beginning and the way of managing it
cannot all be altered during the entire data collection period. Although the drawback
of the survey approach can be seen in this inflexibility, it can be also a positive so
accurate and just studies can be done.
 Not suitable for disputed questions
Participants cannot accurately address questions that are controversial since the
material relating to them is likely to be difficult to remember.
 Possible question inadequacy
In surveys, questions are often standardised before they are administered to the
subjects. The researcher is therefore required to pose questions typically appropriate
to please the general public.

2. The key benefit of direct observation is that in its natural environment an occurrence,
institution, service or procedure may be observed, thereby offering further comprehension
of the subject. Direct observation is likely to cause observer distortion on the negative side.

Disadvantages of Direct Observation.

Empirical evidence. Empirical data. Reliability of inter-raters (if using multiple observers) No
self-reporting difficulties. Can have an environmental or behavioural impact. It takes time.

3. Focus groups dominated by a member or two will distort information and lead others to
fail to share their perspective. Although a strong moderator can quench dominant figures
and raise voice, the raw data gathered can also be influenced and perhaps contribute to
false negatives.

Question 2
a) Nominate which formal research technique(s) you would recommend to research the
level of satisfaction at Soap and Suds and justify your decision.
Questionnaires, Focus Groups, Interviews, Direct Observation, Customer Feedback
Questionnaires
You would not commission
Relevantly cheap and affordable for a small business such as Soap and Suds.

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STUDENT NAME:
 Formal research technique of Questionnaire can be used for the research for the level of
satisfaction at Soap and Suds.
Questionnaire is a testing instrument composed of multiple questions or other forms of
questions to obtain knowledge from an interviewee is a questionnaire. A study
questionnaire is usually a combination of questions that are closed and questions that are
available. The answering person will develop his or her opinions on open-ended, long-lasting
questions.
Questionnaire is a very advantageous survey technique as it requires over some other survey
techniques, in those cases it is cheap comparatively, does not requires much effort as in
verbal and telephonic surveys and has standardised answers that makes it simple to compile
data.

b) List and describe legislation that Soap and Suds will need to comply with when
conducting research.
Privacy Act – implications of the privacy act on businesses and conducting market research
- Information and information providers must be kept safe from third parties, only to
be accessed by those that need to access it and only be used for the intended use of
the research
The Privacy Act 1988 (Privacy Act) was enacted to encourage and preserve private
privacy, as well as to restrict how Australian government departments and
businesses with a turnover of more than $3 million, as well as certain other
businesses, manage personal information..
Work, Health and Safety Act – activities that are undertook need
Under Australian WHS rules, the company must guarantee the health and safety of its
employees while still avoiding endangering the health and safety of others. To do so, you
must first establish a healthy working environment and then provide the required
knowledge, preparation, guidance, or supervision.
Anti Discrimination Act – In Australia, Discrimination on the basis of age, disability, race, sex ,
intersex status, gender identity and sexual orientation is unlawful. So, every organization has
to make sure that they should obey these laws.

Codes of Practices – are industry responses to ,A code of conduct is a step-by-step guide to

complying with the ethical obligations imposed by the Work Health and Safety Act and
Regulations. Codes of practise have a unique status since, under the WHS Act and
Regulations, an authorised code is legally admissible as proof in court proceedings.

Question 3
Design a customer service survey of at least six questions to ascertain whether the current
level of service offered by your organisation meets and/or exceeds customers’ needs and
expectations.

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STUDENT NAME:
 You will need to include an introduction to tell the customers what you are doing.
Remember to keep your questions simple and your measurement criteria concise.
Should not be presented in a biased way

Customer Satisfaction Survey
It has always been important to listen to customers. For customer satisfaction, we
need to survey for better services provided by the company ‘Soap and Suds’. The
car wash consists of, The wash Car Steps which are as follows:
1. In the shade, park the car.
2. To clear loose gravel, rinse the engine.
3. Using two containers, one washing and the other clean water. Two containers.
4. Start from the beginning and work down.
5. Rinse, dry up the engine. Rinse.
6. Feel the surface, think of using a bar of clay if necessary.
7. Wax your engine, just wax your car.
Up until now, car washing has been satisfied that consumer reviews and
compliments have only been monitored. Your experience helps us support people
like you better!
Question Title
1. How long have you been a customer of 'Soap n Suds’ Company?
Less than six months

Six months to a year

1 - 2 years

More than 2 years

I am not a customer
Question Title
2. How well does our services meet your needs?
Extremely well

Very well

Somewhat well

Not so well

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STUDENT NAME:
 Not at all well
Question Title
3. How would you rate the quality of ours services?
Very high quality

High quality

Neither high nor low quality

Low quality

Very low quality

Question Title
4. How would you rate the value for money of our products?
Excellent

Above average

Average

Below average

Poor
Question Title
5. How did you find the staff behaviour during the services of ‘Soap and
Suds’?
Extremely likely

Very likely

Somewhat likely

Not so likely

Not at all likely

Question Title
6. Do you have any other comments, questions, or concerns?

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STUDENT NAME:
 Done

Question 4
Briefly describe the online technologies you can use to undertake your survey (e.g. specific
online survey tools) and to prepare and collate the data collected.
The online technology used for this assignment is Survey Monkey. It is a free Online Survey
which is the World's Most Famous website SurveyMonkey. - SurveyMonkey. It helps to build
and submit world-leading survey tech surveys with Integrations and plugins included. This
helps in customer experience understanding and improving the working of the technology
surveys.
Survey Monkey has offered some good aspects of technology such as ease of entry, input
and data coding avoidance mistakes, quicker transmission, and time and cost savings. Few
negative features, for example: the response rates and the questionnaire duration, were
nonetheless found.
Survey monkey gives access to great survey templates that speaks to the customers ,
employees or the target audience.
Survey Monkey also provides choice from expert-written sample questions to include in your
survey.
Survey Monkey has SurveyMonkey Genius which makes a score to estimate the success
rates.
Also, Survey Monkey helps you explore their best practices for creating even the most
sophisticated surveys.

Question 5
Once the data has been collected and collated it will need to be analysed and presented to
management. Briefly describe the online technologies you will use to undertake this latter
task. Identify the staff in Soap and Suds who will need to be continually informed of the
changing needs and expectations and overall level of satisfaction.
Intranet
Key personal, business owners, key staff/management how its presented to,
The online technology used to carry out this latter mission is Intranet. The employees of
Soap and Suds who must be constantly updated about changing requirements and standards
and of overall satisfaction.

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STUDENT NAME:
 The key staff used of Soap and Suds who will need to be continually informed of the
changing needs and expectations and overall level of satisfaction are:
 Business Owners: Busines Owners should be the first one to be informed about the
changing needs and expectations and overall level of customer satisfaction.
 Key Staff/ Management: the next stage is to inform the staff management, so that
they can take actions as soon as possible for the organisation.

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STUDENT NAME:
 Checklist
I have:

 Completed ALL questions in a clear and concise manner

 Included a bibliography and reference list
 Included my name, student number, unit number, assessment number
 Reviewed and spell checked my document
 Saved a copy on my own computer.

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STUDENT NAME:
 Assessment Feedback – BSBCUS401 – Assessment 2a of 2
NOTE: This section must have the assessor signature and student signature to complete the feedback.

Assessment outcome
☐ Satisfactory

☐ Unsatisfactory

Assessor Feedback
☐ Was the assessment event successfully completed?

☐ If no, was the resubmission/re-assessment successfully completed?

☐ Was reasonable adjustment in place for this assessment event?

If yes, ensure it is detailed on the assessment document.

Comments:

Assessor name, signature and date:

Igor Bosma

Student acknowledgement of assessment outcome

Would you like to make any comments about this assessment?

Student name, signature and date

NOTE: Make sure you have written your name at the bottom of each page of your
submission before attaching the cover sheet and submitting to your assessor for marking.

Screenshot of the survey on Survey Monkey:

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