Plan Customer Service

BSBCUS501 Manage quality customer service

Session 1
Purpose of this presentation
At the end of this session, you should know how to:
identify internal and external customers

identify and assess your customer needs

identify the key elements needed in a customer

service plan.

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What is customer service?
Customer service is:
the level of service an organisation offers to its
customers
 the way an organisation interacts with
customers at all stages of the purchasing
process; before, during and after the purchase.
The goal of an organisation should be to ensure the
quality of customer service exceeds the expectations
of the customer.

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Who are customers?
A customer is someone who receives a product
or service from someone else.
The product can be:

a tangible item
a service.
Customers may be internal or external.

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What do you know about
customer service?
Have you ever worked with customers?

Have you ever received excellent customer

service? What made it excellent?
Have you ever seen disgruntled customers? Why
were they disgruntled?
Have you ever provided customer feedback?

Have you ever completed a customer survey?

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Customer behaviour
The majority of unhappy customers don’t complain
because they don’t want the stress associated with
complaining or they think their complaint will not do
any good.
As little as 5% of unhappy customers complain.
(Goodman-Delahunty, 2001)
If the complaint is resolved, more than half will
continue to do business.
Unhappy customers tell about ten others of their
experience.
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The RATER model
Dimension Description
Reliability Dependability and accuracy of goods or
service.
Assurance Employees’ courtesy, knowledge, confidence
and trust.
Tangibles Appearance of employees, building,
equipment, communication.
Empathy Care and attention paid to customer.
Responsiveness Provision of help, service and problem-
solving.

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Identify customer needs
Some ways to identify customer needs are:
informal face-to-face discussions
telephone interviews
paper surveys
internet surveys
asking customer at point-of-sale
social media interactions.

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Questionnaire design
Questions and scales should be designed to be:
valid

reliable.

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Question types to avoid
loaded

complex

two-in-one

with acronyms

personal.

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Questionnaire scales
nominal

ordinal

interval

ratio

bi-polar

Likert.

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Customer service plans
Customer service plans should contain:
a customer service vision and mission
product and/or service standards
a policy and procedures for identifying customer
needs
a policy and procedures for customer feedback
a policy and procedures for managing complaints
a section on continuous improvement
a customer service charter.
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Customer service skills
High self-esteem (stops people taking complaints
personally)
Strong interpersonal skills (helps identify and meet
the customer’s psychological needs)
Empathy (to see the problem from the customers
viewpoint)
Communication skills (especially active listening)

Ability to recap the facts and the customer’s feeling

(active listening).
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Meet customer needs
Question Budget National
Airline Carrier
What is the maximum fare you will pay for a ticket $25 $175
from cities A and B?
How do you expect our cabin staff to dress? Not Smart
important uniforms
Do you expect a meal? No Yes
Do you need a dedicated check-in? No Yes
Is a non-refundable ticket OK? Fine. It’s No, I’d
cheap. want
refund.
Do you expect a frequent flyer lounge? No Yes
Will you take your rubbish with you? Yes No

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Legislation
Legislation that may apply to the development of
customer service plans may include:
Anti-discrimination legislation
Australian consumer law
Privacy laws
OHS legislation, etc.

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The next step
You should now:
complete the learning activities in Section 1 of
your Student Workbooks
read through Section 2 of the Student Workbook.

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