CRM – Written Assignment

Learner Name
MOHAMMAD AFTAB
Frankfinn Advance Certificate Course in Aviation, Hospitality, Travel &
Course Title Customer Service

Assessor Name

Internal Verifier Name Date

Unit Number and Title CUSTOMER SERVICE
Assignment Title Customer Service
Outcome
Number(s) Examine the importance of Customer Service.
and Statement(s)
Date Set Hand In Date

Instruction Your assignment will not be accepted if it does not contain the list of
source details of the text material referred to and the details of the people
contacted in accomplishing this project and the tasks attached.

Purpose/Aim Explain ways in which the needs of different types of customers are met.
Examine the importance to customers, the employee, and the organization of
exceeding customer expectations.

I confirm that the work submitted for this assignment is my own.

Learner name

Reference id . Date Batch Code

Guidelines: Students to attempt the below questions for getting PASS/ MERIT/ DISTINCTION
1. Write your responses in the space provided below the questions
2. Review your answers before submitting the Assignment
3. Also, each question indicates if it is PASS/ MERIT/ DISTINCTION

TIMELINE: You can take up to One Week to submit the Assignments

Ques: 1. Define Customer and Customer Service. Describe External and Internal Customer. Share types
of External customer with Examples.(Pass)
CRM – Written Assignment

Ans. External customers are the people that pay for and use the products or services your company offers.
When brainstorming problems and designing solutions, these customers are who you’re designing for.

To be clear, an external customer is a person who is not directly connected to your organization other than by
purchasing your product or service. This customer could be a one-time purchaser or a person who’ve you
worked with long-term and to whom you’ve provided add-ons or customization options. External customers are
also known as “clients” or “accounts.”

The goals for your external customer can depend on your product or service, i.e., repeat purchasing, referrals,
positive reviews, and otherwise supporting your company. You might follow up after-purchase—or during—
to conduct formal or quick-pulse surveys. “The customer is always right” is generally the guiding principle when
serving this group, and the revenue they generate is the lifeblood of your company. Without them, your
company fails.

External Customers

(Product, services, buyers, contractors, vendors, etc.).

Explanation:

They are the people that pay for and use the products or services your company offers. To be clear, they are a

person who is not directly connected to your organization other than by purchasing your product or service

Ques:2. Define Moment of truth and how can you create it? With Examples. (MERIT)
Ans. A moment of truth is simply any interaction during which a customer may form an impression of
your brand or product. This impression may be either positive or negative. The aim for the user
experience designer is to try and ensure that moments of truth have a positive impact on the
customer/user impression of the brand or product.

It is moments of truth that allow Herbert Simon’s famous quote; “Everyone designs who devises courses
of action aimed at changing existing situations into preferred ones.” to be widely true in business.

Design moments of truth are rather different from psychological moments of truth. So, you won’t need to
ask awkward questions like this one when designing your services.

Different types of MOTs

The following list is an aggregate from several different sources:

CRM – Written Assignment

Less Than Zero Moment of Truth (<ZMOT) - an event occurs that inspires the customer to think about making a

purchase.

Zero Moment of Truth (ZMOT) - the customer begins researching a product.

First Moment of Truth (FMOT) - the customer is looking at a product.

Second Moment of Truth (SMOT) – the customer purchases product.

Interim Moment of Truth (IMOT) - the period of time from when the customer purchases a product to when he

receives it. Sometimes called Absolute Moment of Truth (AMOT).

Third Moment of Truth (TMOT) – the customer provides feedback about the product

Example
Murray owns an auto repair shop located in the hearth of the city. He is considered to be one of the best mechanics
in the state and he is always getting a lot of clients. He was recently interviewed by a local newspaper and when the
journalist asked him about his secret formula to be so successful, he clearly stated: “It is all about winning the client’s
trust”. He described this by pointing out the fact that when a customer arrives his shop the moment of truth for him is
the diagnosis.

Ques:3. Explain the customer handling skills with example in RATER Model. (DISTINCTION)
Ans.
Customer service can be difficult to evaluate, especially when only 1 out of every 26 unhappy customers
complain (and the rest leave you wondering where you went wrong). Learning from the 4% who do report their
problems is crucial for preventing churn. And collecting data is only the first step – once you have weeks and months’
worth of complaints and feedback, how do you use that information to produce an actionable plan for improvement?
The RATER framework eases the transition from information to action by dividing service issues into the five service
dimensions customers care about:

• Reliability: do you deliver as promised?

• Assurance: does your organization inspire confidence?
• Tangibles: does your company present itself professionally?
• Empathy: are your team members understanding and empowered to solve problems?
• Responsiveness: does your team address queries within the expected time frame?
CRM – Written Assignment

By using questionnaires designed with the RATER metric, you can discover the gaps between what your company
delivers and what your customers expect, then use that information to make changes that increase retention.

The RATER framework evolved from the SERVQUAL study designed by psychologists A. Parasuraman, Valarie
Zeithaml, and Leonard L. Berry in 1988. They designed it to measure the difference between what customers
expected a service to be like and how they afterward perceived the service. Later, the authors used this
methodology to develop the RATER framework and continue their studies of customer relations and service
improvement.
The work they’ve done has paved the way for businesses to better understand, meet, and exceed customers’
expectations. At Simple Sat, our surveys are built upon these principles to quickly identify how your customers
perceive your services.

For example, if you want to open an online banking account, you’d want to know how your money is protected. A
bank can build assurance by featuring short videos and FAQ that discuss your rights, the measures they’ve taken to
secure sensitive information, and what you can do if someone hacks your account.

By taking steps to ensure your customers know why they should trust you, then solidifying that trust with reliable
service, you can improve your customer’s confidence in your service. Doing so pays for itself many times over – loyal
customers are on average worth at least 10x the value of their initial purchase.