UITM CAWANGAN SEGAMAT

(MKT341)
CUSTOMER SERVICE IN BUSINESS

GROUPING ASSIGNMENT

COMPANY NAME:

ANAS COSMETIC

PREPARED BY:

NO NAME STUDENT NUMBER

1 NURFATHIN AQILAH BINTI MOHD SAIFUL 2022319347

2 NURAINA NAZIIHAH BINTI MOHD AZMI 2022591841

3 NABILA HUDA BINTI MOHD NAMIERE 2022161525

4 ENDOK NURHAFIZAH BINTI MOHD ALIAS 2022344715

5 MUHAMAD AKMAL FAIZ BIN MOHD JOHARI 2022145169

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NO. TABLE OF CONTENT PAGE

1. Introduction 3

2. Background Company 4

3. Customer Service Issues 5

4. Discussion 6

5. Recommendation 7

6. Conclusion 8

7. References 9

8. Appendix 10

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 1.0 Introduction

Customer service is the one-on-one interaction that occurs between a customer

making a purchase and a representative of the firm selling it. Most merchants see
direct contact with customers as an important aspect of ensuring consumer happiness
and driving repeat business.

Any firm that relies on consumers for continued success must deliver excellent
customer service. In a customer-driven environment, competent customer service is
insufficient; it is preferable to try to give great customer service to every client and to
establish this as the benchmark for all customer care personnel to reach.

Good customer care can be demonstrated in many ways. Customer care begins long
before a customer has a concern or complaint, and it is important that any customer-
driven organisation maintain focus on the needs of the customer from the first
introduction and throughout the working relationship. Good customer care requires an
organisation to determine what customers need and what expectations they have and
to always strive to meet those needs and exceed those expectations. At the core of
this relationship is strong, effective communication, which ensures that all parties
involved are clear about their expectations of each other. A good rule of thumb for any
organisation is to under promise and overdeliver.

By meeting customers’ needs and exceeding their expectations, the organisation will
establish loyalty and promote strong sales and performance. Good customer care
requires that organisations be proactive and transparent in dealing with customers,
that they do so in a confident and positive manner, and that they are accurate and
accountable in meeting customers’ needs and exceeding their expectations.

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 2.0 Background Company

ANAS Cosmetics was founded in August of 2017 after seeing a difficulty among Asian
women in obtaining the perfect shade that fits their skin tone and using that as
inspiration for their company. All their products are designed specifically for Asian
women to address the fundamental issue that they face daily, which is matching
shades.

ANAS Cosmetics focused on being the first local product to go international with a
quality that meets global standards. ANAS Cosmetics is also a local makeup brand in
SaSa Malaysia (owned by an international Hong Kong company). The ANAS team
puts a lot of thought, research, and hard work into their products with the hope of
fulfilling women's desire to wear make-up that uniquely suits their skin flawlessly.

Anas Zahrin, the brand's creative director, has always been the one who explores
solutions to make it easier for any woman to enhance her beauty with makeup. Not
only that, but their tagline, 'Show Your True Colours," resonates with Anas Zahrin's
creative direction.

ANAS Cosmetics' main goal is to meet market demand by manufacturing high-quality

goods at an accessible price while standing tall among multinational brands.

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 3.0 Customer Service Issues

➢ Refund/Return fraud.

The act of customers returning products to a retailer for a refund in

contravention of the merchant's stated return policy is referred to as return
fraud. The item may be ineligible for a refund because it was purchased from
another store, is used, or was marked as ineligible for a return prior to purchase.

➢ False customer complaints.

Defamation occurs when a customer publishes a false statement that injures

ANAS Cosmetics’ reputation. When defamation is written, it is considered libel.
For example, if someone writes online that they feel disappointed and being
lied to because the amount of ANAS Cosmetics’ product is tiny and not like what
has been stated in the content, but they actually throw half of the product
amount just to prove their point right, then they have made a defamatory
remark. If someone writes that they hated the colour of the product they
ordered, then that is just their opinion.

➢ Wrong product received.

The ANAS Cosmetics team may accidentally post and send different products
to the customer. For instance, the customer received lipstick instead of the
foundation they ordered.

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 4.0 Discussion

Customer service is essential because it serves as a direct link between your

clients and your company. It keeps clients and gets more out of them.

Beyond physical health, cosmetics can help improve our mood, enhance our
appearance, and boost our self-esteem. They can also help to exhibit personal
style and, as such, are an important means of social expression. This is what
ANAS COSMETIC tries to reach.

Even though ANAS Cosmetics has several customer service concerns, they
offer numerous answers to these issues. Firstly, it is normal to encounter
customers who want to return and ask for a refund for any products they bought.
But the originality and authenticity of the products may defer, and the customer
may lie. To combat this problem, the ANAS Cosmetics team should deploy anti-
fraud devices on products. Next, the ANAS Cosmetics company prioritises and
takes good care of their brand name by directly engaging and contacting the
customer whenever the customer has any issues regarding ANAS Cosmetics
products. This helps establish a good connection between the customers.
Lastly, if the ANAS team accidentally posts the wrong product to the customer,
they will take quick action to make sure the customer will not be disappointed.
Along with that, they will give vouchers and extra gifts to the customers.

As clear as crystal, ANAS Cosmetics has made the right choice of actions to
combat issues and make sure their customer service quality is at its best. We
hope that in the future, ANAS Cosmetics will keep thriving and be more
successful.

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 5.0 Recommendations

➢ Deploy an anti-fraud device on products.

ANAS Cosmetics can avoid fraudulent product returns by incorporating anti-

tampering devices such as the 360 ID Tag, which is a one-time tag that will
prevent consumers from wearing something and then attempting to return it and
they cannot return fake item.

➢ Respond to the false customer complaint directly.

If ANAS Cosmetics identifies a complaint that does not hold water, the quickest
way to begin to set the record straight is to respond directly and publicly. They
should always maintain a professional tone and leave heated emotions out of
any response, as the goal is not to start an online debate. If responding,
consider whether to leave a personalised reply, a standardised response, or
even a public statement on ANAS Cosmetics own website or with news
organisations.

➢ Inform and give customer extra gift.

If the customer complains that they did not receive the correct item and received
another item instead, ANAS Cosmetics’ team should immediately resolve the
complaint and post out the item as soon as possible. They also have to stay
connected with the customer and provide them with an extra gift or voucher to
ease their unpleasant experience. This helps to make sure the customer
acknowledges that the experience they encountered is really a once-in-a-
lifetime mistake and will not make a fuss about it.

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 6.0 Conclusion

Customer service is important to every business! Without customers, no

business can survive. Customers will go to businesses where they are treated
fairly and with respect and even spend more money there.

Many organisations have long been concerned about customer service

management. It is becoming a greater concern as more businesses realise the
benefits of maintaining customer relationships. As an organisation begins to
deliver effective and efficient customer assistance, the benefits of competent
customer service management will grow. Small and large businesses alike
should recognise the value of building a positive relationship with their
consumers. It is always beneficial to be up to date on the latest tactics that
might improve one's ability to create a valuable relationship with clients.

Excellent customer service is critical to a company's long-term development.

Customer service is the lifeblood of every business. Many businesses have
discounts and provide numerous reduced promotions in order to attract new
clients. This sort of technique is excellent and effective, but the firm will not
survive unless those same clients choose to continue doing business with your
company. Good customer service will result in recurring and referral business.

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 7.0 References

https://anasism.com/pages/about-us

Swetha Amaresan (2023, June 13)

https://blog.hubspot.com/service/importance-customer-
service#:~:text=Customer%20service%20is%20important%20because,can%2
0recoup%20customer%20acquisition%20costs.

https://samploon.com/importance-of-good-customer-service/

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 8.0 Appendix

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