BSBCUS401B

Coordinate implementation of
customer service strategies
Learner Guide

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BSBCUS401B
Coordinate implementation of customer service
strategies

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Table of Contents
Unit Description .............................................................................................................................. 6
Elements and Performance Criteria ................................................................................................ 7
Essential Skills and Knowledge........................................................................................................ 8
Range Statement............................................................................................................................ 9
Evidence Guide ............................................................................................................................. 11
Housekeeping Items ......................................................................................................................... 12
Objectives ......................................................................................................................................... 12
1. Advise on customer service needs .................................................................................................... 13
1.1 - Clarify and accurately assess customer needs using appropriate communication techniques14
Customer needs may relate to: .................................................................................................... 14
Communication techniques may include: .................................................................................... 14
What are customer service strategies? ........................................................................................ 15
Activity 1a...................................................................................................................................... 16
1.2 - Diagnose problems matching service delivery to customers and develop options for improved
service within organisational requirements ..................................................................................... 17
Customers may include:................................................................................................................ 17
Organisational requirements may include: .................................................................................. 17
Diagnose problems matching service delivery to customers ....................................................... 18
Market Research ........................................................................................................................... 18
Competitive intelligence: .............................................................................................................. 19
Matching service delivery to customers ....................................................................................... 19
Activity 1b ..................................................................................................................................... 20
1.3 - Provide relevant and constructive advice to promote the improvement of customer service
delivery.............................................................................................................................................. 21
Meeting Customer Needs ............................................................................................................. 21
Activity 1c ...................................................................................................................................... 22
1.4 - Use business technology and/or online services to structure and present information on
customer service needs .................................................................................................................... 23
Business technology may include: ................................................................................................ 23
Who is the communications going to? ......................................................................................... 24
Structure and present the information......................................................................................... 25
Activity 1d ..................................................................................................................................... 26
2. Support implementation of customer service strategies ................................................................. 27

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2.1 - Ensure customer service strategies and opportunities are promoted to designated individuals
and groups ........................................................................................................................................ 28
Activity 2a...................................................................................................................................... 32
2.2 - Identify and allocate available budget resources to fulfil customer service objectives ........... 33
Allocate available budget .............................................................................................................. 33
Price .............................................................................................................................................. 34
Quality ........................................................................................................................................... 34
Customer service product features .............................................................................................. 34
Personal approach ........................................................................................................................ 34
Administrative areas IMPACTING on customer service ................................................................ 35
Activity 2b ..................................................................................................................................... 36
2.3 Promptly action procedures to resolve customer difficulties and complaints within
organisational requirements............................................................................................................. 37
Create a policy or complaints resolution template ...................................................................... 38
Activity 2c ...................................................................................................................................... 41
2.4 - Ensure that decisions to implement strategies are taken in consultation with designated
individuals and groups ...................................................................................................................... 42
Tools and methods........................................................................................................................ 43
Techniques to employ ................................................................................................................... 43
Activity 2d ..................................................................................................................................... 44
3. Evaluate and report on customer service ......................................................................................... 45
3.1 - Review client satisfaction with service delivery using verifiable data in accordance with
organisational requirements............................................................................................................. 46
Service delivery using verifiable data............................................................................................ 46
Benchmarking ............................................................................................................................... 47
Review client satisfaction.............................................................................................................. 47
Activity 3a...................................................................................................................................... 49
3.2 - Identify and report changes necessary to maintain service standards to designated
individuals and groups ...................................................................................................................... 50
Activity 3b ..................................................................................................................................... 51
3.3 - Prepare conclusions and recommendations from verifiable evidence and provide constructive
advice on future directions of client service strategies .................................................................... 52
Writing the report ......................................................................................................................... 53
The body of the report:................................................................................................................. 54
Introduction .................................................................................................................................. 54

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Discussion...................................................................................................................................... 54
Conclusion ..................................................................................................................................... 55
Recommendation.......................................................................................................................... 55
Some final tips............................................................................................................................... 55
CUSTOMER SERVICE STRATEGIES REPORT............................................................................................ 56
3.4 - Maintain systems, records and reporting procedures to compare changes in customer
satisfaction ........................................................................................................................................ 58
Communication to the organisation ............................................................................................. 59
Activity 3c ...................................................................................................................................... 60
References ........................................................................................................................................ 62

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Unit Description
Description
This unit describes the performance outcomes, skills and knowledge required to advise on, carry out
and evaluate customer service strategies, including the design of improvement strategies based on
feedback. Operators may have responsibility to provide guidance or to delegate aspects of these
tasks to others.
Application Of Unit
This unit applies to individuals with a broad knowledge of customer service strategies who
contribute well developed skills in addressing customer needs and problems.
Unit Sector
No sector assigned

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Elements and Performance Criteria

ELEMENT
1. Advise on customer
service needs

PERFORMANCE CRITERIA
1.1 Clarify and accurately assess customer needs using appropriate
communication techniques
1.2 Diagnose problems matching service delivery to customers and
develop options for improved service within organisational
requirements
1.3 Provide relevant and constructive advice to promote the
improvement of customer service delivery
1.4 Use business technology and/or online services to structure and
present information on customer service needs

2. Support implementation 2.1 Ensure customer service strategies and opportunities are
of customer service
promoted to designated individuals and groups
strategies
2.2 Identify and allocate available budget resources to fulfil customer
service objectives
2.3 Promptly action procedures to resolve customer difficulties and
complaints within organisational requirements
2.4 Ensure that decisions to implement strategies are taken in
consultation with designated individuals and groups
3. Evaluate and report on
customer service

3.1 Review client satisfaction with service delivery using verifiable data
in accordance with organisational requirements
3.2 Identify and report changes necessary to maintain service
standards to designated individuals and groups
3.3 Prepare conclusions and recommendations from verifiable
evidence and provide constructive advice on future directions of client
service strategies
3.4 Maintain systems, records and reporting procedures to compare
changes in customer satisfaction

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Essential Skills and Knowledge

This section describes the skills and knowledge required for this unit.
Essential Skills
communication skills to
communicate effectively with personnel and clients at all levels
articulate customer service strategies
interpersonal skills to:
build relationships with customers
establish rapport
literacy skills to:
prepare general information and papers
read a variety of texts
write formal and informal letters according to target audience
planning skills to develop implementation schedules
problem-solving skills to diagnose organisational problems relating to customer services
self-management skills to:
comply with policies and procedures
consistently evaluate and monitor own performance
seek learning opportunities.
Essential Knowledge
key provisions of relevant legislation from all levels of government that may affect aspects of
business operations, such as:
anti-discrimination legislation
ethical principles
codes of practice
privacy laws
environmental issues
occupational health and safety (OHS)
principles of customer service
organisational business structure, products and services
product and service standards and best practice models.

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Range Statement
Customer needs may relate to:

accuracy of information
advice or general information
complaints
fairness/politeness
further information
making an appointment
prices/value
purchasing organisations products and services
returning organisations products and services
specific information.

Communication techniques may

include:

analysing customer satisfaction surveys

analysing quality assurance data
conducting interviews
consultation methods, techniques and protocols
making recommendations
obtaining management decisions
questioning
seeking feedback to confirm understanding
summarising and paraphrasing.

Customers may include:

corporate customers
individual members of the organisation
individual members of the public
internal or external
other agencies.

Organisational requirements may

include:

access and equity principles and practice

anti-discrimination and related policy
confidentiality and security requirements
defined resource parameters
ethical standards
goals, objectives, plans, systems and processes
legal and organisational policies, guidelines and requirements
OHS policies, procedures and programs
payment and delivery options
pricing and discount policies
quality and continuous improvement processes and standards
quality assurance and/or procedures manuals
replacement and refund policy and procedures
who is responsible for products or services.

Business technology may include:

answering machine
binder
computer
fax machine
photocopier
printer
shredder
telephone.

Online services may include:

access to product database by customers online

access to purchase, delivery and account records
contact centre

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online ordering
online payments
online registration
quick/reasonable response
two-way communication online.

Designated individuals and groups

may include:

colleagues
committee
customers
external organisation
line management
supervisor.

Procedures to resolve customer

difficulties may include:

external agencies (e.g. Ombudsman)

item replacement
referrals to supervisor
refund of monies
review of products or services
using conflict management techniques.

Customer complaints may include:

administrative errors such as incorrect invoices or prices

customer satisfaction with service quality
damaged goods or goods not delivered
delivery errors
products not delivered on time
service errors
specific e-business problems and issues:

Customer service strategies may

include:

difficulty accessing services

inactive links
not appreciating differing hardware and software
services not available
supply errors such as incorrect product delivered
time taken to access services
unfriendly website design
website faults

warehouse or store room errors such as incorrect product

delivered.

courtesy/politeness
delivery times
merchandise characteristics
price offers
product/refund guarantees
product/service availability.

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Evidence Guide
Overview of assessment
Critical aspects for assessment
and evidence required to
demonstrate competency in
this unit

Evidence of the following is essential:

identifying needs and priorities of the organisation in

delivering services to customers
responding to and reporting on customer feedback
designing strategies to improve delivery of products and
services
knowledge of the principles of customer service.

Context of and specific

resources for assessment

Assessment must ensure:

Method of assessment

A range of assessment methods should be used to assess

practical skills and knowledge. The following examples are
appropriate for this unit:

Guidance information for

assessment

access to an actual workplace or simulated environment

access to office equipment and resources
examples of customer complaints, feedback and strategies.

direct questioning combined with review of portfolios of

evidence and third party workplace reports of on-the-job
performance by the candidate
review of documentation reporting changes necessary to
maintain service standards
analysis of responses to case studies and scenarios
demonstration of techniques
observation of presentations
oral or written questioning to assess knowledge of customer
service techniques and strategies
review of systems, records and reporting procedures to
compare changes in customer satisfaction.

Holistic assessment with other units relevant to the industry

sector, workplace and job role is recommended.

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Housekeeping Items

Your trainer will inform you of the following;

Where the toilets and fire exits are located, what the emergency procedures are and
where the breakout and refreshment areas are.
Any rules, for example asking that all mobile phones are set to silent and of any security
issues they need to be aware of.
What times the breaks will be held and what the smoking policy is.
That this is an interactive course and you should ask questions.
That to get the most out of this workshop, we must all work together, listen to each
other, explore new ideas, and make mistakes. After all, thats how we learn.
Ground rules for participation;
o

Smile

Support and encourage other participants

When someone is contributing everyone else is quiet

Be patient with others who may not be grasping the ideas

Be on time

Focus discussion on the topic

Speak to the trainer if you have any concerns

Objectives

Determine how to advise on customer service needs

Show how to support implementation of customer service strategies

Demonstrate how to evaluate and report on customer service

Gain the essential skills and knowledge required for this unit

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1. Advise on customer service needs

1.1

Clarify and accurately assess customer needs using appropriate communication techniques

1.2

Diagnose problems matching service delivery to customers and develop options for
improved service within organisational requirements

1.3

Provide relevant and constructive advice to promote the improvement of customer service
delivery

1.4

Use business technology and/or online services to structure and present information on
customer service needs

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1.1 - Clarify and accurately assess customer needs using appropriate

communication techniques
Customer needs may relate to:
accuracy of information
advice or general information
complaints
fairness/politeness
further information
making an appointment
prices/value
purchasing organisations products and services
returning organisations products and services
specific information

Communication techniques may include:

analysing customer satisfaction surveys
analysing quality assurance data
conducting interviews
consultation methods, techniques and protocols
making recommendations
obtaining management decisions
questioning
seeking feedback to confirm understanding
summarising and paraphrasing

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This unit describes the performance outcomes, skills and knowledge required to advise on, carry
out and evaluate customer service strategies, including:
the design of improvement strategies based on feedback
operators may have responsibility to provide guidance or to delegate aspects of
these tasks to others

What are customer service strategies?

motherhood statement

Any business, especially a small business, needs repeat customers to survive. To achieve
this, a business needs to offer excellent customer service.
To accurately assess customer needs, you need to look at the various ways in which you can do this
and more importantly, the best way to suit your customers and your objectives.

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Activity 1a

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1.2 - Diagnose problems matching service delivery to customers and develop

options for improved service within organisational requirements
Customers may include:
corporate customers
individual members of the organisation
individual members of the public
internal or external
other agencies

Organisational requirements may include:

access and equity principles and practice
anti-discrimination and related policy
confidentiality and security requirements
defined resource parameters
ethical standards
goals, objectives, plans, systems and processes
legal and organisational policies, guidelines and requirements
OHS policies, procedures and programs
payment and delivery options
pricing and discount policies
quality and continuous improvement processes and standards
quality assurance and/or procedures manuals
replacement and refund policy and procedures
who is responsible for products or services

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Diagnose problems matching service delivery to customers

1. Information on the client base and its needs is used to match services to clients
2. Particular needs of clients are identified
to enable targeted service delivery
3. Requests from clients are matched to the
appropriate service from a defined range
of options
4. Problems in matching service delivery to
clients are reported to supervisor
It is generally accepted that it is far better to
match services to the market needs, than to play
it by chance or use sales techniques that do not
necessarily work in these modern market times.
When looking at matching the market, you
should consider the exact benefits that meet
your customers' needs for new products and
services, before you make any offer.

Market Research helps you discover what

these are
Market research, using techniques such as surveys and focus groups, will help you do this. However,
that although you may consider that new products and services are the ideal match for your
customers (both existing and prospective) you may have to take their needs into account before you
make that assumption.
Surveys and research will assist in identifying those needs.
Customers needs are widespread
Your competition
When using market research techniques, keep in mind that you need to include data on
COMPETITORS, which invariably will influence your decisions in offering new products and services.
Ideally, you will have a point of advantage, not just price but in features that makes it stand out in
the marketplace and will help you stand out from the competition.

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Competitive intelligence:
how your customer needs are currently met

why customers choose your product or service rather than your competitors?

what risks or to what level of gaining market share are you prepared to take?

Matching service delivery to customers

NEED

MATCH

ACTION/APPROACH/OPTIONS
advertise constantly

Immediate Need

short-term needs that customers

usually respond to immediately

newspaper, yellow pages,

websites
be in front of them
emphasise fast service,
convenience and price
get positive reviews

Long-Term Need

real needs and wants that a customer

wishes to respond to. They may not
yet want this right away.

stay in touch with previous

satisfied customers
attend networking events
advertise frequently

Perceived
Need/Desire

needs a customer believes they

should consider but not an absolute
need

emphasise the enhanced

personal or business status
emphasise your company's
quality and reputation
Feature testimonials
emphasise your cutting-edge
products and services

Unrecognised
Need/Desire

desires that customers may not yet

have considered it to being a need

explain your product/service

if customers are not familiar
with it

focus on how ahead-of-thegame your customers will be

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Activity 1b

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1.3 - Provide relevant and constructive advice to promote the improvement

of customer service delivery
Meeting Customer Needs
Building loyalty dramatically improves the returns to advertising and promotion
You know more about your loyal customers and they are easier to contact

You should communicate with loyal customers on a regular basis

They appreciate you soliciting their input and showing how much you value their
feedback
Very loyal customers buy more than the moderately loyal or the new customer
In order to promote the improvement of customer service you will need to know things, such as:
the events included in the entire customer interaction process
which actions may incur issues to the customer
potential alternatives for your clients needs of service delivery
Your evaluation plan might include such steps as:
holding interviews with customers to further underscore the value of your solution
performing detailed surveys of systems and agreeing upon Success Criteria
Regular communication with customers may include:
giving customers full attention
handling sensitive and confidential issues
maintaining eye-contact (for face-to-face interactions),
except where eye-contact may be culturally inappropriate
speaking clearly and concisely
using active listening techniques
using appropriate language and tone of voice
using clearly written information/communication
using non-verbal communication e.g. body language, personal
presentation (for face-to-face interactions)
using open and/or closed questions

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Activity 1c

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1.4 - Use business technology and/or online services to structure and present
information on customer service needs
Business technology may include:
answering machine
binder
computer
fax machine
photocopier
printer
shredder
telephone
Online services may include:
access to product database by customers online
access to purchase, delivery and account records
contact centre
online ordering
online payments
online registration
quick/reasonable response
two-way communication online
No matter what method you may use, communication is and should always be a two-way
experience.
Two way communication is necessary and vital when there are customers changing
their needs and expectations at a moments notice.
Provide a feedback mechanism for any effective integrated marketing
communications plan.
Customers rely on a speedy and open (24/7) methods of communicating back to
you. Even emails or website message options are vital in keeping the
communication lines open.

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In the current business environment the basic methods of communicating with customers, clients
and future prospects are generally electronic:
Telephone
Instant messaging
Email
Twitter
Website
Facebook
And a host of propriety programs developed for customer ease of access to a
company and vice versa.

Who is the communications going to?

How many parties are involved in the communication
Can the customer RECEIVE and understand your communication?
What exactly is the information being communicated?
Communication method

Telephone

Pros

Cons

Conveying a message
quickly and effectively
Using conference calling
Communicate with multiple
parties
Makes your business
accessible to your
customers
Telephone calls can be
recorded for the purposes
of coaching, training

May not be financially viable

to conduct a large
communication via
telephone
Could cause
miscommunication due to
language barriers
Sometimes there can be
misunderstandings

Instant messaging

Many businesses have

installed instant messaging
functions on their websites
Instant messaging software
such as skype, msn, yahoo
messenger etc is a quick
way to communicate
Very cost effective and
simple to communicate.
Applications are free and
easy to install on any
modern computer

Chance of encountering
compatibility problems
between different versions
of software
Not everyone has internet
or a connection that can
handle instant messaging
Some customers simply do
not wish to use this form of
communication

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Structure and present the information

How to communicate to your customers

Actually tell your customers what you will be going to communicate!

Then...tell them the actual information
Then...check with them that they understand what you are conveying!
This applies to all forms of communication techniques.

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Activity 1d

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2. Support implementation of customer service strategies

2.1

Ensure customer service strategies and opportunities are promoted to designated

individuals and groups

2.2

Identify and allocate available budget resources to fulfil customer service objectives

2.3

Promptly action procedures to resolve customer difficulties and complaints within

organisational requirements

2.4

Ensure that decisions to implement strategies are taken in consultation with designated
individuals and groups

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2.1 - Ensure customer service strategies and opportunities are promoted to

designated individuals and groups
Designated individuals and groups may include:
colleagues
committee
customers
external organisation
line management
supervisor
A word on strategy
Strategy is a temporary phenomenon not necessarily long term
In todays business environment strategy will likely comprise a number of small
objectives and collective moves to execute the overall strategy
Because there are several layers or moves strategies are usually time critical
Your customer service strategies should be as focused as you and your
team/staff/associates can create to protect it from overruns on time
Be prepared for the organisation to make rapid change due to these new
approaches to strategy.
Be flexible and allow for re-orientation as conditions change
Know how to contact and promote opportunities to designated individuals and groups:
Have the correct name and contact details
Keeping accurate and current customer records
What are the overall trends in this market?
Is purchase increasing or decreasing?
What does your product compete with in local and competitive areas?
Where is the product sold?
Why is it sold there?
Where are the opportunities for expansion?
Is there a seasonal pattern?

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The purpose of the customer service strategy is to:

1. Understand the current position of your customer service
2. Understand how it is delivered in todays strategy plan
3. Does it provide a sound framework and guiding principles?
4. What decisions can be gained and made about customer?
5. Can you identify opportunities for improving your customer service?
6. Can you promote them?
In the end, can you deliver a customer service strategy that will a sound platform or model for the
future? Remember...strategies can change or may need to change rapidly.
Some areas that may hinder progress or change could be:
Corporate Culture
Customer service actions that spread over a wide area or diverse customer profile
Inconsistent service strategies that may be managed differently by departments or
states
Staffing levels or lack of training may impact on both culture (mentioned above) and
strategy objectives
Inconsistent documentation or poorly written manuals that are prepared for the
delivery of customer service in a generic form rather than specifics
Information technology not programmed correctly to execute accurate customer
service

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Discuss each in detail

Corporate Culture

This is an open discussion designed to encourage

views and opinions rather than right or wrong
technical answers. The lead-in points detailed
here are all benchmark comments from industry.

attitudes

behaviour

values

personalities

corporate culture cannot be taught...it must be embraced

an organisation must also place a value on customer service not treat it as a document or
manual

employees are often indifferent or unclear about the corporate culture and how it impacts
customer service

Customer service actions that spread over a wide area

customers may be required to know the internal structure of the company in an effort to
reach the right department to make their request

branches or remote areas may only provide telephone or counter service opportunities

customers may be required to contact multiple locations to fulfil service requests

Inconsistent service strategies

current customer service delivery practices based on an individual branch manager may not
be consistent with corporate policy

the level and consistency of service standards may vary within the organisation

every department may have its own expectations of how to treat customers and there is no
harmonised service standard

accessibility customer service standards to customers who have a disability may not be
consistent

Staffing levels & training

staffing usually represent the greatest cost

staff need to have appropriate customer service skills

appropriate staffing levels are needed to provide the level of customer service detailed in
the strategy

training for new service roles may be conducted on the job rather than with a detailed
formal process

Inconsistent documentation

each process should start with some form of customer service request and then completed

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with the delivery of that service

the need for consistent administrative processes to serve external customer service
strategies

consistency needed for services that are delivered where at least one other
branch/department is involved

need for clear documented roles and responsibilities

need for a recorded pathway which records customer service actions on paper/email /files
and record how it is passed to another department or person for follow up

Information technology not programmed correctly

an organisation may lack a common corporate-wide computer system which will help track
customer service requests/complaints

an ability to be able to re-assign the problem electronically for resolution

an ability to examine data and review the customer service strategy on a global or area wide
customer network

there should be an overall internet customer service strategy to use a company website as a
communication tool

ensure that technology is programmed to engage with customers in an interactive fashion

by providing them with customer service options

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Activity 2a

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2.2 - Identify and allocate available budget resources to fulfil customer

service objectives
Allocate available budget
The business economy in a downturn period generally impacts on all areas including the customer
service budget.
The danger is to cut the customer service
strategy budget without careful thought

Quality customer service is even more

important in times when revenues are low
and costs are high

Customers are generally more concerned

where and how they spend in these
climates and customer service may be the
catalyst to maintain sales
Areas to consider when allocating available budget resources for customer service may include:
online customer service campaigns can be more cost effective
email, web blasts and banner ads are cheaper to produce than printed material
low-cost, high-impact strategies

there is usually a greater pressure to ensure you are spending the budget on the
right project, so it is important to back up your reasoning with accurate analysis

What are the Budget elements of customer service?

Information/advice
Giving good information and sound advice is the first opportunity to deliver customer service
customers need to be aware and seek information and advice
customers need to identify the different benefits your service may bring
they need to know what delivery options are available and what warranties there
are
information should be easily available and expected to be found, e.g. on websites or
by phone service

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Price
price is also regarded as a form of
customer service and can easily
be detailed within a budget
pricing that fits both your and the
customers budget is also
important
pricing your goods or services out
of range will alter both the revenue and expense sides of your budget
prices that are too high may destroy customer loyalty and is not good customer
service
achieving a price reduction is important to some customers
price budgets can allow for competitor prices, special offer prices or other pricing
strategy opportunities for customers to receive this element of customer service

Quality
quality is important to allow in any budget analysis as it impacts on several areas:
o

Performance - did the product and associated customer service strategy

deliver as it was intended?

Did the product conformance to standards or other regulations that could

have budget implications?

Customer service product features

Reliability
Durability
Functionality
Performance

Personal approach
The perception of good customer service to a customer depends largely on their
mood and the performance of the company representatives
This can be costed in terms of training, education, staff selection etc
Matching the environment of surroundings and staff appearance helps customers
perceive that service is good and part of a culture

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Administrative areas IMPACTING on customer service

Each of these areas will impact on customer service. The initial cost if not conducted efficiently or
accurately may not be clear but the result form errors will impact on the budget.
Transaction accuracy
Order accuracy
Inventory accuracy
Product availability
Order fulfilment
Requested delivery
Invoice accuracy

If you promise to customers a fulfilment of an order in a certain time frame and with some
specified expectation, any deviation from that will impact on customer service perceptions as well
as resulting in budget impact.
Perceived customer service expectations if not met will cause effect on a budget
When the benefit equals the cost, customers perceive they receive fair value. Customer service
must match the expectations of customers based on the value they expect
Absolute price not met
Inconvenience
Distance not accounted for
Time taken exceeds promises
Time of day for delivery
Difficulty in completing purchase

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Activity 2b

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2.3 Promptly action procedures to resolve customer difficulties and

complaints within organisational requirements
Procedures to resolve customer difficulties may include:
external agencies (e.g. Ombudsman)
item replacement
referrals to supervisor
refund of monies
review of products or services
using conflict management techniques
This element is about what to do to promptly action procedures to resolve customer difficulties
and complaints and meet customer service expectations.
Even if the customer service you provide is excellent,
some customers will experience problems.
The objective of any organisation is to help to resolve
those problems.
There is likely to be a problem or series of reactions
if customer expectations are not met because of the
areas of service we have covered previously in this
Unit.
As soon as you are aware of a problem, you need to promptly action
procedures to resolve these customer difficulties.
The ideal situation should be that those immediate actions are
documented and form part of either a manual or operating procedure
that all staff can follow without too much deviation from process to
outcome.
This process is particularly important in customer service terms
because many customers will judge how good the customer service of
your organisation is by the way problems are handled.

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Create a policy or complaints resolution template

What a policy might include
A complaints handling policy would probably highlight:

your organisations attitude towards inviting, receiving and dealing with complaints

benefits your organisation receives from complaints handling by using it to continually

improve your customer service levels

A complaints handling policy might explain, in broad terms:

how much you value your customers and their satisfaction

how customers can advise you about their complaints

your organisations commitment to handling complaints quickly, fairly, effectively and

courteously

the organisations position on ensuring the client and staff rights are observed

your organisations commitment to training staff in the complaints handling procedures

the process in place for additional remedies to resolve difficult complaints

follow-up process and how long that would take

Specific ACTION words, would include:

In working with you on resolving your concerns, we will :
a) Treat you with respect
b) Ensure you only deal with one (1) person
c) Endeavour to resolve your complaint within 7 business days
d) Keep you informed of the progress of your complaint
e) Record all details of your complaint and process with accuracy
a) Etc, etc, etc
How do I make a complaint?

We encourage customers to call our Customer Service Centre, available 24 hours a day,
seven days a week on xxxxxxxx xxxxxx xxxxxxxxx

if calling from outside Australia) dial: xxxxx xxxxx xxxxxx

for immediate assistance, if the Customer Service Officer is unable to resolve the matter,
you may request to have your complaint escalated to a senior customer service officer

General procedures to address complaints

listen to the customer

do not interrupt them

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let them tell their story and feel that they have been heard

thank the customer for bringing the problem to your attention

confirm your understanding of the customer complaint

if you are not completely aware of the solution DO NOT make assumptions about how to
resolve it

seek the best solution path, not necessarily on the phone

determine what the customer is seeking as a solution dont give them advice for
something that is not relevant to their complaint

seek to agree on a solution that will resolve to the best outcome available to their
satisfaction

Promptly action procedures

act on a solution PROMPTLY with a sense of urgency

customers may sometimes respond positively to your prompt focus on helping them
immediately versus the solution itself

follow-up to ensure the customer is completely satisfied, especially when you have had to
enlist the help of others for the solution delivery

everything you have suggested or done to this point will be forgotten by the customer
immediately if they get the impression you are not following up their needs

point out the organisations commitment to serving its customers, now and in the future

Customer complaints may include:

administrative errors such as incorrect invoices or prices
customer satisfaction with service quality
damaged goods or goods not delivered
delivery errors
products not delivered on time
service errors
specific e-business problems and issues:
difficulty accessing services
inactive links
not appreciating differing hardware and software

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services not available

supply errors such as incorrect product delivered
time taken to access services
unfriendly website design
website faults
warehouse or store room errors such as incorrect product delivered

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Activity 2c

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2.4 - Ensure that decisions to implement strategies are taken in consultation

with designated individuals and groups
Customer service strategies may include:
courtesy/politeness
delivery times
merchandise characteristics
price offers
product/refund guarantees
product/service availability
There is no real excuse for not getting your
internal communications right.
Review how you are using the communications methods you have and consider at this time how
best to develop some new strategies.
employees need to find out what is actually happening
how it impacts on them and their immediate working schedule or processes
strategies focused on customer service will have varying degrees of importance to
each staff member or department
embracing wholesale change is a cultural objective not a communication detail to
ensure decisions to implement customer service strategies are met
what you tell staff in an operational sense will require a change maybe in attitude
and/or behaviour
when a CEO or senior executive team think change it may not be communicated
by someone else hired to communicate the changes taking place
this may result in little or no change or impact on the organisation to the
outcomes they were looking for or expected
Information is important - employees need to know what is happening
when
why
who
what
by whom

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Strategy or organisational change will require individuals and groups to be involved in the process to
be truly engaged.
This is where change needs to be in harmony with the decision made to implement the strategy, for
example, the implementation of new customer service complaint handling methods.

Tools and methods

Are the tools and methods used to communicate with individuals and groups changing attitudes and
behaviour or just providing information?

Techniques to employ
Ask individuals and groups about their thoughts on the organisation and its
customer service methods
Identify gaps between what the
customers think and what
employees think about customer
service and the handling of
complaints
What would be needed to change
what you are currently trying to
implement with this particular
strategy?
Can you measure the impact of that
change in thinking?
How significant is the change to then
achieving the organisations
objectives?

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Activity 2d

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3. Evaluate and report on customer service

3.1

Review client satisfaction with service delivery using verifiable data in accordance with
organisational requirements

3.2

Identify and report changes necessary to maintain service standards to designated

individuals and groups

3.3

Prepare conclusions and recommendations from verifiable evidence and provide

constructive advice on future directions of client service strategies

3.4

Maintain systems, records and reporting procedures to compare changes in customer

satisfaction

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3.1 - Review client satisfaction with service delivery using verifiable data in
accordance with organisational requirements
Questionnaires
Face to face meetings with key customers
Focus groups
Benchmarking
Surveys

Service delivery using verifiable data

A customer satisfaction template would be required to MEASURE customer satisfaction to
determine service delivery using verifiable data.
Sample questionnaire
What is the main purpose of your questionnaire? _________________

Have you made sure that your questions are unbiased? _________________

How many questionnaires are you planning on distributing? _________________

Are you asking both qualitative and quantitative questions? _________________

Are your questions easy to understand? _________________

Use this key for the following questions

5- Excellent, 4- good, 3- average, 2- poor, 1- very poor.

What do you think of the overall questionnaire? _________________

How would you rate the way in which the questionnaire is flowing? _________________

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Benchmarking
An opportunity to measure how your
performance compares to that of your peers and
competitors.
Benchmarking anything,
including your customer service
support teams, requires that you
collect data on it.

Review client satisfaction

Customer satisfaction refers to how satisfied customers are with the levels of
service you are providing.
The level of this satisfaction can be determined using the above methods, but the main objective in
this element is to REVIEW THE INFORMATION GATHERED.
Customer service culture, in most organisations, has led to increased expectations
of high quality, individually designed methods to meet the needs of the customer.
An organisation with a strong customer service culture reassures the customer that
they are at the centre of your service design, planning and service delivery.
By reviewing client and customer satisfaction with YOUR service delivery methods will allow you to
streamline, improve or otherwise make changes that benefit sales and marketing strategies.
review and determine the customers expectations
listen to the customer
focus on the delivery of customer service activities dont be distracted along the
way
value customer feedback when they measure your service performance
Why is this important?
Meeting the needs of the customer is paramount
Customers have an expectation to quality customer service that will deliver
outcomes
Organisations that go beyond minimum standards by exceeding customer
expectations are likely to be placed higher in the customers ranking
Organisations that provide high quality customer service will create loyalty with
their customers which translates to higher sales

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Customers are recognised as key partners in shaping service development and

assessing quality of service delivery
The process of measuring customer satisfaction by surveys and other techniques
plus obtaining feedback, are valuable tools for quality assessment and continuous
service improvement
What do you need to do?
Measure the satisfaction levels and incorporate feedback into service planning and service
improvement initiatives.

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Activity 3a

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3.2 - Identify and report changes necessary to maintain service standards to

designated individuals and groups
When dealing with the next element, identifying and reporting on changes that may be necessary to
maintain service standards, you must firstly:
1. establish if change is absolutely necessary, do not make change for change sake.
2. be precise as to what changes you have identified and why it is necessary to
proceed.
3. be sure it will maintain the service strategy you have in place without having to
make wholesale strategy changes because of adjusting to one small aspect. It may
be better to just deal with one slight change as a standalone function.
Understand that good customer service CHANGE takes time, patience, persistence, consistency in
message at all levels, accountability, courtesy, respect, and emphasis on team players.
Reporting changes that ARE DEEMED NECESSARY
make sure management and executives at the top are fully aware of the customer
service culture strategy if these reports require that level of approval.
try to put a human face on the customers who may be initiating your
recommendations for change. Report on them with a personal touch rather than
group them all as a collective, especially if the need for change only involves a small
number of customers.
make it easy for customers to continue to do business with the organisation while
change is occurring.

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Activity 3b

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3.3 - Prepare conclusions and recommendations from verifiable evidence

and provide constructive advice on future directions of client service
strategies
Implementing constructive advice on future directions of client service strategies
measuring customer satisfaction and adhering to existing measurement principles
responding to the immediate needs of your customer uncovered in the process of
executing your survey
Management must be engaged and participate in any
findings of a customer service strategy, especially if changes
are needed.
This may include:
sales
marketing and service
operations
This commitment requires their personal review of
customer satisfaction survey results as well as ensuring
individual departments are represented.
At this point, you would prepare your report including conclusions and recommendations from
these findings.
each area of your customer satisfaction survey report should have an established
goal that will be owned by the area whose performance is being measured
each area that is defined to improve customer satisfaction needs to have a
quantifiable(or verifiable evidence) established that can be tracked on a timeline
an example could be a customer service skills training program for staff, to be
conducted in the month of October and implemented in the month of November
a follow-up survey could also be recommended to ensure that any new changes are
in fact working
for example, customers are 78% totally satisfied with the service at the time of the
survey, the new question to ask is how many percentage points will customer
satisfaction increase as a result of providing these new staff skills training?

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An effective report is:

Appropriate to its purpose
Accurate
Logical
Clear and concise
Well organised with clear sections headings
Some examples
Report A

Report B

1. Terms of reference

1. Terms of reference

2. Survey of present system

2. Survey of current situation/methods

3. Investigation

3. Presentation of alternatives

4. Results

4. Cost / benefit analysis

5. Suggested remedy

5. Conclusions
6. Recommendations

Report C

Report D

1. Outline

1. Background

2. Present state of inquiry

2. Issues

3. Progress

3. Recommendations

4. Future activities

Writing the report

1. Write the body
2. Write the abstract/executive summary
3. Write the supplementary material

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The body of the report:

the introduction
the discussion
the conclusion
the recommendations

Introduction
The introduction leads into the main subject matter by giving
the necessary background of the report.
Aims
Premises
Scope
Limitations
Approach
Intended audience
Possible benefits and any instructions that may be useful for the reader

Discussion
The discussion is the main body of the report.
This section describes:
analyses
interprets and evaluates the procedures
data
findings
relationships
visual material
methodology and results in the report
the material should be presented in an order that leads logically towards the
conclusions and recommendations. Use headings and sub-headings to clearly
separate thoughts and arguments.

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Conclusion
Conclusions are drawn from evidence, analysis, interpretation and evaluation presented in the
discussion.
No new material should be introduced at this stage and the conclusions should follow logically from
the discussion. The conclusions section should give:
Conclusions
key points
main findings

Recommendation
The recommendation section (when used - not all reports give recommendations)
should present your informed opinions, suggestions, possible actions to be taken,
applications and recommendations arising from a rational consideration of the
discussion and conclusions. It is important to be:
definite
perceptive
imaginative
rational

Some final tips

Use plenty of white space.
Ensure the separate parts of your report stand out clearly -use subheadings.
Allow generous spacing between the elements of your report.
Use dot points/ numbers/ letters to articulate these elements.
Use tables and figures (graphs, illustrations, maps etc) for clarification. Label them
clearly and cite the source. These graphics should relate to the text of your report.
Number each page (a neat header and/or footer makes your work look more
professional).
Use consistent and appropriate formatting (you may like to follow the report format
supplied with your word processing package).
For a professional or technical audience, a formal, third-person(they) style is
appropriate
Use formal language.

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CUSTOMER SERVICE STRATEGIES REPORT

REF No.

Date:

Name:

Company / Department details:

City:

State:

Contact details:

Dissatisfied

Annoyed

Background

CUSTOMER Service DETAILS

Extremely Satisfied

Satisfied

Conclusions
conclusions should not only refer to your findings or feedback but they should be set in the context
of the customer service strategy, not generalised

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CUSTOMER SERVICE STRATEGIES REPORT

Recommendations
recommendations are required for action, or further research...or both

Impact:

Date of change:

Review by:

Additional Remarks

Name :

Designation:

Phone/Fax:

Date:

Place:

Email:
Signature:

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3.4 - Maintain systems, records and reporting procedures to compare

changes in customer satisfaction
Management information systems involve three primary resources:
1. people
2. technology
3. information
By effectively analysing results from your customer satisfaction surveys the organisation can then
respond to the customer's needs in ways that will make changes.
To maintain existing systems and records that may be impacted by these proposed changes it will be
necessary to assess the proposed changes to determine what this will involve.
Given that this is a hypothetical example, it might be helpful to draw on a practical example from
your workplace or past/present experience in this area.
Some key areas in unlocking the details on what impact the changes may have include:
keeping information in context to existing customer satisfaction measurement
principles
responding to immediate customer needs identified during the survey process
Implementing customer-focused changes whilst maintaining the recording and
reporting procedures
Implementing account management strategies
Ensure management review and make a complete assessment

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Communication to the organisation

You now have the opportunity to share the positive results with the entire organisation and more
importantly report back to customers/clients procedures that you have compared as a result of
changes in customer satisfaction.
This can be in the form of:
meetings
internal newsletters
For customers
monthly reporting to your highest priority accounts

newsletters sent to all customers

By taking this final step you will benefit with improved morale and cultural acceptance by staff
knowing that the organisation is focused on the customer.

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Activity 3c

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Congratulations!

You have now finished the unit Coordinate Implementation of Customer Service Strategies.

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References
These suggested references are for further reading and do not necessarily represent the
contents of this learners guide

Coordinate Implementation of Customer Service Strategies [Paperback] Jacintha

Brown (Author)

Achieving Impressive Customer Service: 7 Strategies for the Health Care Manager
(AHA Press) (J-B AHA Press) [Paperback]
Wendy Leebov (Author), Gail Scott (Author), Lolma Olson (Author)

Real World Customer Service Strategies That Work [Paperback]

"Real World Customer Service Strategies That Work" features Anne M. Obarski,
author of "The Secrets of Mystery Shoppers." Eleven other experts give their advice
and observations in short, easy-to-read form.