Assignment 2

Melbourne Car World- Revised Policy and Procedure related to Customer

Consultation
1) The Customer policy and procedure can be revised as per the following step:

Customers should be attended within five seconds after entering the

dealership. Any call must be answered within two rings. However, if there is
staff shortage and you are attending another customer, then you can
acknowledge the new customer by waving and smiling, and saying you will
attend them soon. This is a good approach as the customer feel important
when he or she has been approached in this way rather getting no response
from the representative at all.

After getting the free time, you can engage with the customer in one or more
of the following ways- i) smiling ii) making full eye contact iii) if they are a
returning customer, greet them welcome iv) if they are new to the shop,
introduce yourself v) Try to start a conversation with the guests vi) make sure
you are speaking in an energetic manner vii) give them all the attention that
you can

It is important to follow any of the aforementioned steps so that the customer

can feel the brand in a positive way and may also refer about it in the future.
Furthermore, brands that seem to care about its customers are more likely to
retain its customers for a longer period of time.

2) When you are greeting the customer, it is important that you i) properly
acknowledge the call or arrival of the customer, ii) make sure you greet with
a smile, iii) maintain eye contact whenever possible during conversations, iv)
introduce in a polite way, v) remember the re-visiting customers
3) If any customers is accompanied by any children, then small toy can be
introduced for this potential customer.

4) It is also important to identify the needs of the customer as well as match

them with products and services available.

5) When the consultation would have ended, it is important to add all the costs
associated with the products as well as services so that the offered packages
can be summarised.

6) It is also important to have the customer consent form duly signed.

7) Take necessary steps for completing customer order.

 8) All the documentation as well as records associated with the customer
engagement should be submitted to the manager as per the record keeping
policy and privacy policy.

Written Reflection
Encouraging to Participate in Networking and Information Gathering
I am Pat Marks, Manager of the West Dealership of Melbourne Car World, and I will
be leading some steps as a manager to encourage the staff in networking as well as
in information gathering. It is important that the staff consult as well as gather
useful insights from the industry experts and develop working relationships with the
strategic partners so that they can create a win win relationship. Staff can be taken
to trainings to make them understand the importance of networking and
information gathering. The trainings will also be backed up by data that will show
the result of the networking and information sharing. The leaders make best use of
networking as well as information gathering by creating mutually beneficial
relationship.
Professional Associations
The professional associations that can be taken help from in Australia have been
listed in the following:
1) Australian Automobile Association
2) Motor Trades Association of Australia (MTAA)
Trade Information
The trade information of the industry can also be obtained via different areas as
been given in the following:
1) Automotive Industry Data Card
2) Statistics | australia.gov.au
Partners List
The partners list of customisers with whom Melbourne Car World can be beneficial
has been stated in the following:
1) Cronic Customs
2) Beyond Custom: Perth's Finest Custom Car Workshops
The above professional associations, trade information, and partners list can prove
to be beneficial for Melbourne Car World in numerous ways. Firstly, professional
associations will help the company to network with industry big companies.
Attending different roadshows, seminars will help the staff of the company grow
further. Moreover, trade information will help the stakeholders of the company to
keep up to date information regarding the industry. This will also them to analyse
the situation with other countries and compare where the company lies in terms of
that perspective.
Two Digital Methods to be used
The company can use several digital methods to create, store and retrieve
documents and customer information. Firstly, it can install Customer Relationship
Management System, such as- it can purchase from one of the CRM systems
available including Oracle, SAP, Sage, Microsoft Dynamics etc. Secondly, the
company can focus on installing a cloud system so that customer information can
easily be retrieved and maintained without the necessity to have a specific
database on a specific computer. The development of technology all throughout the
world has made it necessary to make the use of digital platforms for information
storage and retrieval purpose.
Importance of Establishing Regular Communication with the Customers
Establishing regular communication with customers is very important since long
term relationship brings positive benefits for the company. This can be done in
several ways. One of the ways that can be used is email or SMS notification. Old
customers would like to stay in touch through several policies. This can be done by
giving them special offer or just a message of gratitude for staying with the
company. In this way, the company can bring goodwill for the brand name.
Customer will also feel important when this type of regular communication is
maintained. This will also help them have a bridge of relation. It has been seen from
research that without effective and regular communication, customers tend to
forget about the brand. Their brand loyalty slowly diminishes if there is no contact
for a prolonged period of time. However, in the long run, it may create a bad effect
also on the brand. Hence, companies should focus on maintaining regular contacts
with their customers for the sake of brand goodwill.