Customer Service Principles Level 2 - Unit 3

Customer Service Knowledge

Unit three: Communication in the customer service role

Unit 3 AssessmentAssessment

You should use this file to complete your Assessment. The first thing you need to do is save a copy of this document, either onto

your computer or a USB drive Then work through your Assessment, remembering to save your work regularly When you’ve finished, print out a copy to keep for reference Then, go to www.vision2learn.com and send your completed Assessment to your

tutor via your My Study area – make sure it is clearly marked with your name,the course title and the Unit and Assessment number.

Please note that this Assessment document has 13 pages and is made up of 5 Sections.

Name: DONATAS MENDELIS

Section 1 – Understand methods of communication with customers

1a) Use the table below to outline at least two different customerservice situations and the different methods of communication thatwould be needed in these situations.

Situation Methods of communication1. I was calling on 4354 Vodafonefreedom freebee £10 offer to top upand paid using my bank card foroffered 150 minutes, unlimitedtexts, and 250MB free UK InternetData for 30 days use. I shouldreceive sms - the note aboutactivated Vodafone £10 freedomfreebee, but service was suspendedand delayed by unknown technicalproblem.

You may call free 191 to communicateverbally, but I needed to go online for‘Vodafone – Freebees’ and join informalwritten communication method to contactVodafone customer service via live chat.This is a way to get advice or sort outexisting problem about your phone orplan, upgrade it, or get help with yourphone, bill or account. Live chat –required writing skills about yourissues rose, also read Vodafone advisornotes to understand and accept givensolutions. Because my £10 freebee rewardwas suspended, advisor found matter ofthe problem and activated my accountimmediate; my problem was sorted in 30minutes. More about ‘Live chat’available from:http://www.vodafone.co.uk/shop/pay-as-you-go/vodafone-freebees/ [26 February,

© Creating Careers Limited, 2013. All rights reserved.1

http://www.vodafone.co.uk/shop/pay-as-you-go/vodafone-freebees/

http://www.vodafone.co.uk/shop/pay-as-you-go/vodafone-freebees/

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2014]2. After full time continuedemployment over 12 months I stillreceiving letters from HMRC WorkingTax Credits Office, that they’veoverpaid working tax credits andrequesting to pay it back unusualamounts. I was sure that I wasresponsible or done everything tostop overpayment. But now I knowthat it’s happened by HMRC mistake.How to stop WTC overpaymentsrecovery team, if you were corrector would to dispute a decision -overpayment.

You’ll need to adopt formal method ofwritten communication method, sendletter to Preston Working Tax CreditsOffice and ask for review or investigatethe mistake, so stop overpaymentcollections. Because you should followHMRC tax credits overpayment complaintsprocedure, you should appeal thedecision following the procedure stepsby asking an adjudicator’s office forhelp. ‘’The longer you delay telling usabout this type of change, the biggerany overpayment may be…’ Or ‘You shoulddispute our decision to recover anoverpayment if you don’t agree that youshould pay back the overpayment.’’Available from:http://www.hmrc.gov.uk/leaflets/cop26.pdf [26 February, 2014]

1b) Based on the information you have provided in the table above,outline why the different situations need different methods of communication.

Why the different situations required different methods of communication?

Situation 1 – from information above you may understand that its simple toselect informal written communication method, as you can sort out existingproblem using Internet, Vodafone website - live chat. Why I should write tothem, if I can visit Vodafone store in town? Different situations requireddifferent methods of communication, because you may need act in a different way.e.g. find out Vodafone store and go there for ‘face-to-face’ communication witha working advisor asking for help - resolve your phone damage, upgrade yourphone or plan, also rely about your monthly bill or account issues. Verbal - face to face, (telephone) conversations and meetings useful to informabout the problems, discuss the results, and respect timescales. ‘Face to face’communication is effective as it includes facial expressions ability to listenor body language.Situation 2 – Why I need select appropriate methods of communication when dealwith HMRC? ’Tax credits depend on your income and your family circumstances.When your income or family circumstances change then your entitlement or theamount we pay you may change.’ Because the Tax Credit Office is keen to learn from errors and put things rightas quickly as possible, you will need understand the complaint procedure(appeal) required following number of steps. e.g. to appeal wrong decision also© Creating Careers Limited, 2013. All rights reserved.

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http://www.hmrc.gov.uk/leaflets/cop26.pdf

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may depend of when you would to complaint and how you would to complaint? The e-mail communications at HMRC are not allowed, but you may choose:‘’calling the Tax Credit Helpline -writing to the Complaints Manager at the Tax Credit Officevisiting any HM Revenue & Customs (HMRC) Enquiry Centre… The Complaints Manager will look at your concerns and contact you - normallywithin 15 working days.’’ Available from:http://www.hmrc.gov.uk/taxcredits/things-go-wrong/complaints-appeals/how-to-complain.htm [26 February, 2014]If your problem still unresolved and HMRC still asking you re-pay WTC overpaid,but you’re sure that you did everything to stop overpayment, you may need tosend another letter of complaint to adjudicator’s office. ‘The Adjudicator is afair and unbiased referee whose recommendations are independent.’ He may ask tocontact you to special telephone number between working hours 09:00 a.m. to05:00 p.m. so to get in touch about any due facts or evidence, and may returnyour call so saving your costs.

2. In relation to your current organisation (or one that you know well), complete the table below by listing at least three different examples of customer interaction and identify the most suitable communication method for each one.

Customer interaction Communication method1. External customers – who attendto pub and enjoy breakfast, lunch ordinner, watching football or BBCnews, so make some impact with theirfriends or family members on staffand environment. e.g. – noise, theirbody language, facial impressionsand behaviour influence of alcohol.

Verbal - ‘face-to-face’ method tomeet customer needs and wants,serve, process returns and refunds,refer appropriate requirements, givea change, record sales, and actsales orders supplying demand forcompany users. Written – when responding tocustomers complaints, or givingspecial solutions, sending lettersof apologise.

2. Internal customers - managers andemployees who work for company andbuild a good team and pubenvironment, restaurant’s bar &kitchen professional image and staffperformance..

Non – verbal method within staffmeetings or group discussionsaccessing staff training videos ormaterials including active listeningskills, body language obtaininginformation to develop communicationmethods between managers andemployees as internal customers -staff.Verbal - when ask for holiday formto complete or report accident bookrecords, change in opinions orgreeting external customers.

3. Internal customers as head office Written communication method – when© Creating Careers Limited, 2013. All rights reserved.

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and human resources department’sdirectors or owners visits andenjoyment into working environment,as profitable, long-term customerrelationships require thedevelopment and implementation ofmarketing plans. Define or asses theemotional, intellectual andbehavioural objectives for allcustomer facing processes andbusiness programs.

writing letters and reporting aboutsuppliers paid or unpaid invoices,working capital managementperformance or cash cycles, also pubsales and expenditure, other figuresfrom pub kitchen and bar totallingrevenues and writing directors &auditors reports supply to higherbusiness management teams about pubprofits and staff performances forits detailed analysis.

3. Complete the table below by identifying at least two advantagesand at least two disadvantages of each communication method.

Communicationmethod

Advantages Disadvantages

Face to face 1. Problem solving byinforming people, askingfor help - have a supportfrom them, instantfeedback, useful forinterviews.2. Role playing andbuilding self-confidence bypreparing the team fordifficult situations toreact quickly and acteffectively.

1. Lack of confidential mayinfluence people negative orbecome unsuitable, nonaccountable, poor retention bylistener.

2. When talking loudly ordiscussing openly may causedisruptions, make noise,unsuitable for largeorganisations.

In writing 1. Help to plancommunications from a memo,e-mails, and news-lettersmeasuring the audiences.

2. Tasks analysis, anddecisions making skillsfrom letters or formalreports with detaileddescriptions about theaudiences, so help todevelop objectiveseffectively, increasesperformance - positive workprogress.

1. Required Internet connection,computers, and e-mail accounts,also applies grammatical errors,unfair criticism, or lack ofinformation – credibility.

2. The letters - can be longlasting, when reports are timelimits including formation thestructure, style andcompositions - overall asincompleteness.

Via telephone 1. Active listening and answering to questions, that to obtain information,

1. The person must be availableto take your telephone call,unable to see each other, so




immediate feedback available.2. Help to others you maythrough special tips, ifpeople misunderstand aboutsomething has been said,you may ask what its mean,so advice them.

non-verbal communication islost.

2. There may be a noise orinterference, bad quality oftelephone line, so call becomepoor.

4. When responding to a customer query in writing, outline the content that could be included in a standard letter.

‘’A query letter should be a succinct one-page letter that includes a one-sentence logline, one-paragraph script synopsis, one paragraph about yourbackground, and one paragraph inviting the addressee to read your script. ‘’http://www.writersstore.com/writing-successful-query-letters/ [27 February,2014]It’s not recommended write your query in a standard letter format, as query is‘’specific to each individual and tailored to the agent or executive'scompany.’’ Because standard letters should be:

in the correct format short and to the point relevant free of any grammatical or spelling mistakes polite, even if you’re complaining well presented

The format and layout should begin from the company name and address impact ofbeing correct and into left corner above, when at the right corner above you putfollowing addressee details including their titles and address, as below tostate the date of correspondence also is important. The subject line belowaddressee’s details explaining about response title including specific referencenumbers of incident or complaint reported. Starting from Dear Sir/Madam or to Mr/Mrs - important - to show that companykeep records about communication within customers queries, hold on their detailsand support greeting the customer or apologise for delay caused before the maintext body or introduction with the letter titles. Following main body – audience or report about situation experienced andintroducing the customer to investigation process including details analysis ofthings happened and process required pre-answering to questions under customerquery within few paragraphs.You should sign below the main text put your job role and title concluding theletter’s format as standard. These are standard letter content needed respondingto customer query.

5a) Explain what is meant by the term ‘active listening’.


http://www.writersstore.com/writing-successful-query-letters/



Clear communication helps you to create, build, and maintain good workingrelationships, give instructions, motivate, encourage, coach, present andreceive information. Non-verbal communication – accepting information from people through activelistening, face-to-face meetings or conversations, when using body languageincluding postures and variety of physical gestures inviting and smiling usingright tone in customer service at the meetings and through telephone calls.e.g. accident reporting or defining damage occurs may need to assist non-verbally to others using the gestures, when facial impressions explaining thesituation familiarity. Drawbacks – when not always people understand it corrector may be confusing by others, also unable to give commands. Facial expressions and voice tone – impress the speakers to listeners welcomedmind including inviting notices admitting the speech by interrupting positiveshort comments or words – ‘yes’ or ‘uh- huh’. Correct speakers’ voice tone alsomay impress the listeners to focus on speech. ‘Research undertaken by Dr. Albert Mehrabian, an American psychologist anduniversity professor has identified the impact of these three different elementsof communication, as the importance of body language at 55%, tone of voice –38%, and words used – 7%.’ (Unit 6, Resource Development International Ltd (RDI)2009)Key elements of active listening are:

When communicating needs focus on a person showing a skill of activelistening looking at the speaker directly with focus onto words they say.

The best when you have quiet place or office avoiding disruption orinterruptions by others. You have to plan your time and manage how toobtain information by putting aside distracting thoughts.

Avoid distracting environment factors, stop conversations with otherlisteners.

Listen the speakers’ body language, but do not interrupt, if someone iswrong, and take notes of questions you have, that ask them later.

Keep focus on important details including recap and check out ifmisunderstood or do not remember.

The feedback - given to demonstrate, that you understand of what is beingsaid. It’s includes your listening skill outcome summarising the speakerscomments reflecting and paraphrasing their words.

5b) Why is active listening important when dealing with customers?

However, non- verbal communication method used between speaker and listener‘refers to the way in which we communicate with one another without usingwords.’ But, ‘as a manager, it is extremely important that you use non-verbalcommunication wisely and well, in order to send the right kinds of messages toyour listener.’ (Resource Development International Ltd (RDI) 2009)Listening, questioning, speaking, writing and using body language are keyelements of clear communication skill and help the world go around. Youreffectiveness depends on your ability make yourself understood and shows thatyou understand what others would to communicate. Skilled listener understandswhat, how, and why it is being said. To listen well influencing you job practice




and effectiveness, as you listen to learn, that understand your customer, theirfeelings and gathering facts for largely selfish purposes.However important is to demonstrate ability that you’re listening using bodylanguage including gestures transferring your attention. Note your posture, lookinviting, smile and use facial expressions or impress the talker, complainer orspeaker with small verbal comments admitting what they are saying or would topersuade.Because the open questions obtain the advice and help to find out what peoplewants and needs, what they thinks, you may need to ask numbers of open questionsto improve your knowledge, check out understanding. Respond appropriately thatassert your opinions respectfully including rhetoric and critical questionsabout subject to discussion at the end of the speech.Why is required to listen carefully to your customers and when it’s happening?

When someone is angry or irritable without becoming angry or irritableyourself, so understand why customer is angry or irritable, and lets helpthem with their needs.

When someone has a strong regional accent or a distracting mannerism, alsorequires considerable focus and concentration.

Ask questions, when you do not understand, also when someone offersconfusing or unclear instructions.

However, not listen properly lead to misunderstandings and can lead todissatisfied customers. But managers does listen without pre-judging, internallycriticising, thinking ahead, or switching off, also without day-dreaming,interrupting or getting emotional involved excluding situation when customerbecomes angry or irritated.

6. Use the table below to describe the standard greetings of threedifferent organisations and how these greetings impact on customers. Organisation Standard greeting Impact on customersLush Handmadecosmetics Ltd -

‘Face- to –face’ at ourshops or telephone greeting– ‘hello, this is Lushcustomer service, how can Ihelp?’Subscription onto mailinglist via e-mail sentnotification about Lushproducts news and upgradesabout our product orservices. e.g. ‘Did youknow? If you bring back fiveempty black Lush pots toyour local Lush shop, thenwe’ll give you a free freshface mask as a thank youfrom us…’or Seasons

At the Lush shop it’s what wewear polite and courtesy staffhas positive impact, as ourcustomers never forget aboutLush innovations, so buysproducts very often. Via telephone – welcomingskills as greeting Lushcustomers are important ofcustomer service offers foralternative or right solutionsof orders refunds & returns,re-delivery, and change inorder specification includingpersonalised gifts.




Greetings gift contains…’available from :https://www.lush.co.uk/product/5724/Seasons-Greetings-Gift [27 February, 2014]

NHS – TheChristie

‘You are welcome’ as ‘face-to face’ directly contactingpatients or via -email, alsothrough telephone greetingcustomers as we are leadingexperts in cancer care,research and education.

Patient e-greetings is afantastic service whichallows you to keep in touchwith a friend or loved onewho is currently a patientat The Christie.

Satisfaction and positivefeedback from NHS patientsreceived including – new e-greetings launched and havedelivered over 10,000 e-greetings to Christie patientsfrom friends and relativesthroughout the world.’’Customers are delighted aboutsuch e-greeting availability,numbers of them have said:’thank you for providing sucha fantastic service. Beingable to contact someone atsuch a difficult time makes anincredible difference.’’ From:http://www.christie.nhs.uk/thefoundation-trust/visiting-the-christie/send-an-egreeting.aspx [27 February,2014]

Vodafone Group ‘Welcome to Vodafone’ and‘How we can help you today?’– short write live chat on-line using Internetconnection - the websitewith information greetingVodafone customers includingmobile phone offers to all.Face-to-face’ directlygreeting the customers fromVodafone stores, sales teamincluding mobile phones orplans availability, and itsupgrades, also help withbills and change or repairdamaged phones.

Easy and shortly served withinsolutions or alternative offerfindings to all Vodafonecustomers. We are receivinghuge amount positivecustomers’ feedbacks aboutcustomer service.Happy with their new phones orupgraded plan including simcard pay-monthly or pay-and-goplan sales Vodafone freedomfreebee extra service from£10-£20-£30 available for pay–and-go customers as masssavings commitment within 150-250-500 minutes, unlimitedtexts, Internet data 250MG to1GB.

Section 2 – Understand how to handle customer service information


http://www.christie.nhs.uk/thefoundation-trust/visiting-the-christie/send-an-e%20greeting.aspx



https://www.lush.co.uk/product/5724/Seasons-Greetings-Gift%20%5B27





1. Explain what information may be held about customers by an organisation.

Perception of good customer service development is meeting their expectations bydelivering great services. The rule – ‘customer always right’ should alwaysexist working in a business environment, but meet their expectation requiredqualifications, skills, knowledge, and experience. Organisations need to understand the customers and treat them fair and holdtheir personal details safe and secure. Customer’s date of birth, business ande-mail address for written communications, telephone numbers, bank details andfinancial data – track of invoices, trade accounts activity and credit limithistory including payments and receives statements. About individuals havingethnic background, gender, age, telephone number, e-mail address, transactionhistory and bank details – organisation hold customers databases stored,archived hard copies or files & folders within company computers ‘back up’systems.Because legal requirements under data protection act 1998 explains the contentof rights, the access to personal (customer) data, when the data controllerfollowing special procedures by handling confidential information. Itsprinciples and purposes are defined by the act ‘…“personal data” means datawhich relate to a living individual who can beidentified…’http://www.legislation.gov.uk/ukpga/1998/29/section/1 [31 August,2013]When customer service supplies the demand, the customers receive it as a goodtrust. Customer satisfactions grow within a good service, as a business growsincluding job security, publicity, and recommendation. Information aboutcustomers’ interests, feedbacks, and their needs or wants also is kept by thecompany supplying products or services, giving goods onto credit or credit forgoods.

2. Outline at least two examples of ways in which customer information can be kept secure and confidential.

How the information was managed? Do you follow the law? The ways of the data wemay found quickly and adopt demands, if the documents are in a good condition,duplications kept at minimum level and track of their location are reviewing orupdating daily. Overall the confidentiality and authorised access to data mustbe monitored and controlled under all three key processes accordingly to thelevel of its importance. Sensitive data have limited access and must be keptsecure, cannot be viewed or retrieved by other members of staff without highermanagement permission. Data access levels examples may include read-only, read and edit or no accessallowed, also are specified under enter and index access, distribution access,and system administration access, when senior manager authorising or change theaccess levels for business security purposes.Confidential paper-based data have special procedures of storing the informationin red folders and must be marked as confidential. Files stored into redcabinets must be locked and each cabinet must have an authorised key-holder.




These files may access only senior administrator, who is authorised and keep thefiles up to date. When its deletes, only after the period of their retentiondate, its means - ‘destroyed by cross shredding’. Confidential information may not be taken out of cabinet or from the office forsecurity purposes, but in some circumstances required the permission to deal so.Data protection act – entitles individuals to see the information held ontocompany computers. The act covering the employer and employees, companysuppliers and customers - the data controller’s work belongs with personal dataand its process principles. Breach of act may impact negative on the employee orcustomer with the business including damages done or loss of the breach.

3. In relation to your current organisation (or one that you are familiar with):

a) Give at least two examples of information about the organisation that should not be disclosed to customers.

What information within the company should be held secure and may not bedisclosed to customers? An ethical business practice is the business must followclear data protection act and confidentiality procedures when producingimportant documents. Organisation has rights to recruit staff, manage staff records, market theproducts and services, use CCTV and do not disclose such information to theircustomers. You should let see staff information held about them, but do notdisclose anything about them to third parties – customers. Organisation also maynot disclose their confidential contracts, negotiations, business secrets, andsensitive documents for internal use.The 'Data Protection Act 1988 refers to information required to process or fillup by recording the forms of filling system. Personal and sensitive data belongswith an individual, who may be indentified from the data or from any otherinformation by data controller’s access about the individual’s mental health,race or ethnics origins, political opinions or religious beliefs. Important isaccuracy pre entering the data for secure and lawful purposes, but data shallnot be held longer than necessary, overall to respect the data protectionprinciples.Who is affected under the act? Because the act applies within the UK and EU, thedata protection legislation influencing individuals, but data must not affect onother people, cannot be opened to third parties. The act doesn’t refer tocompany, that process data for administration (payroll), advertising andmarketing, accounts and records, also the exemptions occurring of nationalsecurity or the work of government.

b) Explain why this information should not be disclosed to customers and the implications on the organisation if it is.




Because people need to know why data must be kept confidential including itsmoral and commercial requirements, following from examples above you should knowwhy such information should not be disclosed. You should take steps that toensure computer security, e-mails security, and office security as importantinformation about business trade principles and commerce, business plans andstrategies should be kept confidential. E-mail hackers and fraud may use organisation business information for their ownpurpose to get rich in a very short period – sale it, and original company willbe damaged and get loss. Why specific information should be protected and keptsafe?

Confidential contracts – private kept agreements between parties suchsupplies, customers or staff within special clauses of non-disclosure,because the strictly confidential information may not be opened to thirdparties or competitors.

Negotiations – strictly confidential and must be protected and not to beheart, not damage the parties, if it were disclosed. It’s includinginternal negotiations between managers and staff, and external - betweensuppliers or customers.

Business secrets – the confidential information to be kept secure ascommercial secrets and may not be disclosed by others, because lack of thesecret e.g. recipe or strategy of product making, its presentation, andpromotional adverts by Coca Cola, Pepsi, or KFC may stop marketingprocess.

Sensitive documents for internal use – business plans and specific changesin an organisation must be protected by management to ensure the businessconditions, and if leaked – caused disruption and loss.

Section 3 – Understand how to work as part of a team to provide effective customer service

1. In relation to your current customer service role (or one that you are interested in doing in the future), what are the limits ofthis role when delivering customer service (e.g. what are you ableto deal with as part of this role and what situations would you beunable to handle without assistance from others)?

What are limits of production maker’s role when delivering customer service?Important – that customer service working with colleagues could be providingwork for internal customers influencing on team or group motivation. Whenmanagers have a high level of self –awareness controlling stress at work dealingwith employees’ and organisation structure or culture, the employees makingproductions or delivering customer service to company customers.A team is a number of people who are working together in order to completeshared tasks and achieve common goals within organisation. e.g. I was working ina products making group in a small team for Lush Handmade Cosmetics Ltd as aproduction packer, but wasn’t able answering telephone calls and deliveringcustomer service to number of company customers or clients. When one group




makes production – other delivery customer service - both groups working for onecompany and so would to increase in its profits. The limits of customer service role includes handling customer or employeescomplaints, exchanges, refunds and returns, answering telephone calls, providingspecialist knowledge, and processing special offers. When the employees are first point of contact for customers selling products andservices or responding to initial queries, however, you must know the limits orunderstand limit of an individual role. They are explained during the inductionprogramme, job training, job description, role profile, meetings or performancereviews, and through experience dealing with customers or suppliers. e.g -I wasn’t able to support customers after the product was sold or serviceprovided as my job has been finished within the tasks completeness workingwithin a internal group. However, working group stages are:

o Task – content of work group has to make.o Process – is defined and takes place between members of a group with

skills, relationships and feelings of group work.o Action schedule – is concerns about how the task group is organised to

complete the job, including decision making and action.Team identity related to harmony of team and makes one team original from other.At ‘Lush’ I was a member of team identity related to product making, but did notreceive recognition as customer service provider. When many of elements asharmony and original team are evident, I look in a team loyalty to stay happywith my job.Characteristics of dysfunctional teams can be described as various misuseswithin a team of responsibilities and lack of objectives. ‘Customer service,especially in the shape of a call-centre - is to customers one of the mostvisible and significant aspects of organizational performance.’ Read more:http://www.businessballs.com/customer_service.htm [31 October, 2013]

2. If you were faced with a customer query outside of your individual responsibility, what sources of help would be availableto you? Identify them below.

Groups and teams both are offer opportunities for organisations. As nature ofgroups, all groups have formal rules and norms. Each company has owncommunication network context of named: wheel, chain, circle, and completelyconnected. It makes good impact to define about how the group do works.As an individual responsibility at Lush I needed to speak with my manager ormore qualified colleague that to explain or ask for advice including internalcustomers queries outside of my duty. Internally or externally, however, people perception is probably the mostrelevant for our purposes in understanding organisational behaviour. Thesources may include experienced colleagues, supervisors and managers, otherinternal or external specialists, organisation handbook including companypolicies and procedures. Below are explained the most suitable sources, whenyou’ve faced customer needs and wants outside of your responsibility:Managers must listen to and think about what employee has to say and ifdesirable and feasible, act upon their ideas. Leadership and managerialprinciples helps to clarify corporate goals, translates into individual,© Creating Careers Limited, 2013. All rights reserved.

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http://www.businessballs.com/customer_service.htm



improves and encourages self-management of individuals’ performance andrequesting for continuous feedback. The organization handbook - reading material receives successful recruits orexisting employees to read and obtain information about company missionstatement, so communicating the principles of organizational behaviour and work.The handbook includes vision statement and explains the company principles, wheninformation is for learning the company, defining its structure.

3. Identify the other people (or groups of people) who may be involved in the customer service function.

Possibility about individuals may have different goals or needs, and thatindividuals may perceive different connections between actions or achievementsof goals. Vroom (1964) has published his expectancy theory of work motivation. Expert onleadership M. Maccoby (1993) was writing essays and projects to improveorganisations and work based on humanistic principles that stimulate developmentand consultancy needed to provide working with others, with newly formed groupsand teams. The owners or shareholder may be interested in product or service so contactcustomer service and asking for some details of orders process, so become afunction of their data. Because they should say who they are, so involved incustomer service function that understand ‘to whom it may concern’ providing thesupport needed. Managers and leaders with other factors influencing performance has in the listto do such training and development, employee relations and rewards, and sostays involved into customer service function.The employees may help and exist customer service function of their diversity,ideas, or efficiency. The strength of an individual may assist in customerservice role, when working team achieves the benefit sooner or more effectivethan other team does, so helping the process, customers receives prompt service.Customer service may be improved of tasks completeness delivered in a moreefficient way, than others do. Performance management through development andmain purpose is to improve all employees’ performance into whole organisationincluding customer service principles.

4. In relation to your current organisation (or one that you are familiar with), explain how other team members can assist in offering excellent customer service.

Because customers are a business clients, guests, patients, or consumers,they’re categorised into internal and external groups, but both may be involved.Keeping everyone informed and informing other teams or treating work colleaguesand customers, when communicating customer service information between workingtime schedules or out of work is also skill requirement working for Lush. e.g. -Verbal - face to face (telephone) conversations and meetings useful to informabout the project plan, its objectives, discuss the results, and respect




timescales. Advantages and benefits are problem solving by informing people,asking for help. How we have a support from them? The assistance for recurring issues and fixingthem, improve with operations and team morale, tasks planning and structuringthe groups used for role playing and building self-confidence by preparing theteam for difficult situations to react quickly and act effectively.Written communication methods emails and business letters or reports are usedfor specific business purposes that create benefits with the company missionstatement, is planned and used when need to inform, report, supply informationand data about organisation changes and news to develop or understand thecustomers wants and needs.What are main information source about company customer service quality andperformance and how this information was collected? Level can be assessing aperformance in a number of ways:

Employees’ and customer opinions surveys, feedbacks, various interviews,and questionnaires.

Measures of performance used in two sorts: used measures and the workitself related to personal factors.

Focus groups with cross selection of staff for their opinions withmotivated factors.

Suggestion schemes with employees requested for opinions to suggest abouthow an organisation can be well organised. Used meetings for betterunderstanding.

5. Explain the importance of keeping colleagues and others informed of customer service operations.

Performance of a given or referred task is measured to present known standardsof accuracy, cost, speed and completeness. Performance does not exist withoutmotivation and would to explain about following motivation rewards made topersonality and to teams.Why is important to inform others of customer service operations? Bringinginformation together in a working team for a particular project gives the basisof a task culture. Analysing previous support or training, leader refers toadjust correct teams or recruit new people. Important is communication skills asinformation about customer service benefits to the employees and managers withinorganisation. Also, important is adopt change a working in a business environment, whencompany policy changes, the employer sends letters, monthly newsletters,recommending company intranet bulletin, or organize discussions throughdepartmental & team meetings.Organisations as ‘Lush’ explain motivation and performance with a list of somecharacteristics and informing of customer service operations between:

o Team with low motivation - has no links to performance.o Well motivated team with defined performance

The employees were motivated at workplace with business environment of a goodrate of pay, rewards - bonuses pay and holiday entitlement within job security.They receive opportunity to advance, flexible working hours, friendly colleaguesand right working conditions.© Creating Careers Limited, 2013. All rights reserved.

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‘The activity that follows will give you the opportunity to think back andreview how, in the past, your managers have managed your performance’ (ResourceDevelopment International Ltd (RDI) 2009)Overall communicating information organisation receives strengthen teams, betterperformance and its analysis of teams learned work together, and learned fromeach other, the colleagues expertise and experience within informed staff,stronger team and updated customer service.

6. Give at least two examples of how customer queries can help youand others to develop customer service skills.

Example How it helps you to develop customer service skills

Product or service salesfrom Lush shops or companywarehouse – cosmetics ordersdelivery and unwanted goods,its exchange process intoshop or from shopping on-line. Using customers andorders’ databases themanager or colleagueconsultation required oflack of knowledge aboutproduct or service qualityand feature, being a part ofnew products sale process.

Sales person knowing company products andservices, its policy, guides and documentationsources you’re able to help your customers daily.Researching for new products and finding customerneeds and wants including detailed productspecification description accordingly to customerrequirement or order. You’re developing theservice by increasing the experience working foryour customers within the company. You’re ableindentify customers; know their interestssuggesting or answering to questions in a veryshort period or without delay about their needs.Customer queries and feedbacks – informationmeasuring customer service quality andperformance levels.

Customer complaint handlingand providing a response todissatisfied customers aboutundelivered goods orservices, including deliverydelays, re-orders andanswering to queries.

Listening to your customer about his/her concernsor interests, avoiding interruption or talkingover customer, so understand about product orservice faulty, admit mistakes understand howconfuses are happening as the company was notperfect. Try apologising for problem causedisruptions or delays so seeking for informationfrom staff or colleagues finding requiredsolutions. Maintain professionalism with updatedor well trained customer service techniquesfinding outcomes, when dealing with complaintsindentifying their needs and wants, also policybreaches. Solutions and problem solving skillsaddress to customers professionally, and byasking for feedback.

7. Explain how customer service information can be shared (disseminated) for the benefit of colleagues.




When people may challenge the change in efficient ways through goodcommunication channels, the supporting each other for personnel findings, andadopt or review directions of change, which leads to a better performance.Customer service may benefit working colleagues, managers, and staff throughshared company statistics within period of time. e.g. sales figures, annualfinancial reports and organisation financial position, its ratios, customerservice statistics - number of customers and their visits, total telephone callsreceived including answered and unanswered calls, numbers of customers e-mailsor queries letters, direct and indirect complaints including numbers of ‘face-to-face’ customer problem solving. Because related information help to develop customer service teams and sobuilding the relationships between company managers and the employees throughinformation communication. Staff receives benefits researching organisation andits competitors statistics, share stored customers’ complaints and feedbacks,measuring organisation customer service quality and performance. How customer service information can be shared? ‘Fit-for-purpose’ documents thatan organisation receives the benefit of information included into finisheddocument can be shared and analysed. You may make your own mind mapping fromvarious reporting examples:

Business letters Complaints or compliments E-mail Fax Telephone calls Formal & informal reports

IT creates storing systems to help store and protect related information withbusiness customers’ details, their activity records. The role of IT may beautomatic process within efficient information to various levels or standardsfor its receivers. Advantages of e-mails - including the subject line, date andtime of the email sent, senders and recipients’ names are automatically savedand should be stored in to folders for future information access. Theadministrators access the data at any time with no difficulty or problem underits reference. Life without IT cause the loss of speed influencing the workquality and flexibility, also efficiency with no performance levels achieved.It’s impossible to research web and find specific information, store variousforms or documents, and reports for strategic business purposes with no Internetconnection.

Section 4 – Understand how to meet the needs of a diverse range ofcustomers

1. In relation to your current organisation (or one that you are familiar with), identify the main types of customer that may need to be dealt with. Include at least three different examples in your answer.




Example Customer type

ASDA customers, which arecontinually attending to buyoffered food and groceries fortheir personal or family needs orwants They’re spending a lot ofpermanent shopping. e.g. ‘cookingat home’ and buying specificingredience (salt, sugar, meat,poultry, vegetables, milk & bread),so promise be back next time, nextweek or next day, also go shoppingat ASDA with friends or colleaguesand are local recommending otherpeople involved into sale of numberof food available.

Loyal and returning – vital ASDAcustomers explaining their sociallives or family matter includingprice change discussions or ASDA giftcard holders, also motivating otherto choose shopping at ASDA.

People who need or want get ASDAfood or groceries to be deliveredto their door, also interested in aspecific goods or groceriesavailable online ASDA offers‘choose a convenient time slot tohave your groceries delivered orpicked and ready to collect fromstore.’…e.g. all type of food,alcohol, drinks – coffee, tea, andother refreshments.

These are impulsive customers with nobuying items of their ‘the list todo’ needs and following our deliveryservice for some fee. Also they arespecific with a set of need people,as price offer satisfy their specificneeds or wants.

People experiencing ASDA shoppingoffers between TESCO, ALDI, andSainsbury’s offers, as they look tofind some new product or differencebetween previous experiences andnew price set, as personal budgetmeasurement. They’re looking forinteraction between old and newproducts, price, and ideas tosatisfy personal or business needs.

Such customers are browsing orwandering of their mind or choice, soare real voice for you.

2. Describe at least two aids that can be used to assist customerswith special requirements.

What is communication with customers who have special requirements? Because allcustomers should be treated equally and have the same level of support,customers service teams should be well trained for people with specialrequirements including communication aids and through learning about theirproblems.© Creating Careers Limited, 2013. All rights reserved.

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Speech difficulties – language aids for people who speak other language,do not speak well English and have learning disability. E.g. translationservice or printed information in different languages.

Sight difficulties – people with visual problems or poor eyesight, alsowho are blind. Help with Braille system, e.g. organisation may provideBraille transcription service, audio alternatives to listen specificinformation needed, also adapted written communication for people withvisual impairments adjusted font size, design or contrast, also spacingand type.

Hearing difficulties – people who have inborn difficulty to hear orreceived it of some live events (war) or at work. A hearing aid is merelysomething that helps you to hear better.

Difficulties to complete or understand various forms – people needorganisation advisors’ help by completing the form on behalf of thecustomer, as staff also may explain and assist to complete special formcorrectly, provide support with poor customer ability, when filling orneed to understand various forms.

What are unrealistic expectations for people with a hearing loss when visitingASDA shopping centre? A hearing aid is merely something that helps you to hearbetter. ‘One in six people in the UK have a hearing loss. That’s 10 millionpotential customers. Over 50% of them, more than five million people haveexperienced difficulties accessing goods and services.’ The loop system or telecoil is a feature on some hearing aids with special kindof microphone system designed for hearing aid users…. It is commonly found inpublic buildings including banks, post offices, churches and theatres among manymore.’ Available from: http://www.hearinglink.org/hearingaids [01 March, 2014]Special equipment to help people with a disability is useful to help compensatefor that disability – it cannot perform miracles. All technology is limited,even for a hearing person.

3. Outline the steps you can take to make sure you respect cultural diversity in customer service.

What is cultural diversity in customer service? Diverse organisation isconsidered for effective equality and diversity police and its procedures, thatto have bigger workforce, be better motivated, more competent and productive.’Under the Equality Act 2010, service providers are required to make ‘reasonableadjustments’ to improve and make their service accessible for customers withdisabilities including hearing loss…We’re the charity taking action on hearingloss since 1911.’ www.actiononhearingloss.org.ukRespecting diversity organisation require to take number of steps to servecultural diverse customers. Steps are:Staff starting from communication as a key skill enable the employees tounderstand, help, and serve diverse customers with respectful tone of voice, bepatient, listening and focus on their needs, ensure that body language sendpositive impressions, using positive words avoiding slang and to encourageconversation.

Training – needed to cover equality and diversity legislation,anticipating wants and needs of customers with no speak English language,


http://www.actiononhearingloss.org.uk/

http://www.hearinglink.org/equipment

http://www.hearinglink.org/hearingaids%20%5B01

http://www.hearinglink.org/hearingaids

http://www.hearinglink.org/hearingaids



also bullying and harassing, staff learn about specific culturaldifferences when deal with customers at work.

Put training into practice – through communication channels buildingawareness help to staff, when deal with cultural diverse customers,outlining equality and diversity policies, providing trainings at work,consulting individuals through line managers, and explaining relevantstaff handbooks or documents build into policy.

Because customer service believes that knows people rights or understand howshould give a help them, the customers with disability have rights to statetheir needs and wants. e.g. be honest, treated with respect, ask for help, havesatisfying relationships, speak for ourselves. Such customers entitle to chooseappropriate strategies when asking to improve communication – e.g. – they maysay - ‘I am deaf, or ‘I wear a hearing aid, please speak a little louder, but donot shout,’ or ‘speak slower’, and speak one at a time.’“The training was made very relevant to our organisation and our needs.’ KimHill, People Manager, ASDA.’ Read more: www.actiononhearingloss.org.ukThe employee benefits, when workers may keep one job that to perform effectivelyand work permanent within diverse organisation, that to have an opportunity tolearn new things from different people, also feel the company treat them fairly.

4. Complete the table below. Explain how to recognise the types ofcustomer in the table and explain how to deal with each type of customer.

Types ofcustomer

Explain how to recognise them

Explain how to deal with them

Angry Emotional or affected bysadness, also frustrated,unhappy, may become aggressiveor is out of control. Casting their eyes down ordissatisfied, study facialimpression angry person may becomplaining customer service,so cause confusion, in doubt,but being pointing on you,touching, picking up orcaressing the products.

How to calm down angry clients?You should assess situation andapologise - being prepareddealing with angry customers.‘Angry’ cause poor customerservice, loss of product, orderdelays or undelivered service orproducts, so required staysympathetic to them, ask why youso angry and apologise for anyinconvenience caused ordisruption, be offering somealternatives goods or services.You should focus, be patienceand listen to them before doingsomething, but achievable insorting out their problems,finding appropriate solutions.

Distressed

Such customer may bepotentially distressed andtalkative, so may requirefocusing onto help needed.

Preparation dealing withdistressed customers isimportant, as need expect thatyou may have demanding depressed


http://www.actiononhearingloss.org.uk/



e.g. experiencing financialdifficulties, losing theirhome or mortgage, overspent orlost their bank credit card,losing their job and variousfamily matter - change theircircumstances, experiencingdebt problems.Overall may be or are similarto upset customer’scharacteristic, so lookingbelow you may agree ordisagree, how upset peoplelooks?

customers, so be clear aboutpoor service or unsatisfied atthis time. However, listen,focus, ask, and clarifyexpectations assessing customerneeds and wants.Apologise or direct anotheradvisor assessing the situationvia telephone, communicate withthe manager, so assess safetyand encourage safe behaviours.Reassure distressed customerwill get assistance and giverealistic time frames abouttheir future needs, also promiseor call back, so manage distressfocusing and explaining limitsof you can do, be accurate withtheir emotional reactions.Maintain calm voice and bodylanguage.

Upset They have signs to look like asad people, with sad facialimpressions, sometimes cryingor raising of the voice,acting in a gloomy manner.They also placing hands overthe face or have lack ofcommunication or very shortresponses in a one-word. Theyneed advice or explain how tocomplaint.

Don’t get emotional hooked ordon’t take upset customersrantings and ravings personally.Think what ugly human behaviouris, so listen carefully and donot interrupt. Take notes ifneeded, maintain eye contact, soassuming body language showingthat you’re interested andconcerned about their problem orneed.Keep calm, but concerned voicetone, so don’t get distracted.Cool down if upset person stillimmerge on you or officeignoring impoliteness andcursing, don’t shut up them, beproactive in preventing upsetcustomers.

Violent It’s also aggressive peopleindentified of their bodylanguage or facialimpressions, behaveaggressively and are out ofcontrol. Alcohol or drugs usedindentifies from their facialimpressions or mood. They aredisruptive violent and abusive

Assess situation and risk, actassertively do not mirroring anaggression or anger, stay calm.Separate the customer fromothers around – take to a quietplace. Do not be rude, stayrespectful, as the patience isthe best strategy. Try calmdown, listen and stay focused of




clients so deal with them isdifficult.

their needs or wants, respondquickly and clearly showing thatthey’re understood explainingthe options available. Call Triple 999, if is there anemergency, in situation, wherelife or injury is threatened orany event that may cause dangerto people or property.

Section 5 – Understand the importance of promoting and evaluating products and services

1. Describe how an organisation can promote its products and services. Include at least two examples in your answer.

Lush is not a charity. The company makes its objectives very clear, and one ofthem is to make profit. How many differences to promote required gaining thecompetitive advantage in the market? When our product is a key element marketoffering Lush planning starts at the point to formulate number of perfumes thattarget customers, and build relationships with our customers. When competitors offer same look products our buyer may perceive differencebased on company brand image differentiation Lush selecting many differences topromote, but not all differences make good impressions as differentiator.Important is to deliver high value benefit to target buyers, and distinct ourproduct that competitors cannot copy the difference.Company should do it in more distinctive way and rather than competitors do.e.g. Communicable staff makes more effort to company buyers than silence, sopromote product and make them visible to buyers. Word-of-mouth is one of themost powerful marketing communication channels and Lush does not need amarketing department and it does not have one…In Lush everyone is a marketer and everything communicates, but the companyadvertises little through paid for media such as TV but through every touchpoint. Lush advertises though its products, people, website, and mail. ‘’Thelocation of the shops is also a form of advertising, when internal communicationis fast and efficient due to a flat organisational structure’’... (Centre forIntegrated Marketing, University of Luton, 2003) ‘’The brand is present in over40 countries worldwide: top 5 countries are the UK, Japan, U.S., Canada andRussia.’’ (Lush life, Lush products & Media Kit, 2011-2012)

2. Explain the importance of evaluating customer service.

When organisation cannot meet customer needs and wants to evaluate customerservice performance and quality become important. The company managers would toimprove poor customer service of delivery delays, increase in customerscomplaints and unsolved problems, however, it’s time to think about how toimprove, then learn how organization is perceived maintain positive image andimprove from a negative opinions.© Creating Careers Limited, 2013. All rights reserved.

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The factors influencing customer service are sales performance, retention ofcustomer, new customers, number of complaints or compliments, staff turnover andrecruitment, good press.How do company managers know about the customer service quality? To meet theobjectives recommended customer service performance monitoring assessments.Performance management is approach to goals setting key accountability,objectives, measures, priorities and time scales for the following periods ofreview including monitoring, appraising, and adjustments for performance. The importance evaluating customer service is satisfied when customers arehappy; give a positive feedbacks and stays with your organization, suggestingfriends or family members. Having customer feedback by way of customer questionnaires, interviews,comments, customer forums, word of mouth ensures organization customer serviceperformance, its monitoring principles. How to evaluate customer serviceexperience and why it’s important dealing with customers?

3. Identify at least two methods that can be used to evaluate the customer experience.

Monitoring customer service performance recommended obtaining as much aspossible information from organization customers feedbacks and employees’performance appraisals review using number of methods. What are methods used toevaluate customer service experience?Research methodology is organised in operational steps that form the researchprocess for both quantitative and qualitative researches including surveys as aprimary data. Primary data – obtained in a systematic way of observation -watching or listening, interviewing - direct interviews, meetings andappointments, face-to-face or telephone conversations, variously formally orinformally to conduct a statistical surveys. However it’s verbal, non-verbal,and written communication methods needed to be obtained by skilledprofessionals. Helpful are:

o Quantitative approach – using numbers helps to determine explain andresolve the wide range of problems. Levels of solved problem are thinkingabout statistics, define research theory, and develop models -representations of feedback systems or accounting information.

o Qualitative research explains people behaviour in groups and inorganisations, when need plan and design the questions indentifying peoplebeliefs and motivation to subject.

o Surveys are useful way of finding out more about clients’ wants and needs,effective tools for demography knowledge and valuable data to achievecompany objectives.

Census – method of data collection about everyone or everything in a group orpopulation, when public and private sectors providing examples of importantsecondary data with some reliefs that secondary data stands for primary data.Strengths are high degree of accuracy and allow get more information from smallgroups or sub-groups.




4. In relation to your current organisation (or one that you are familiar with), explain/detail how customer feedback is communicated (disseminated) to colleagues.

What are ways to communicate customers’ feedback? The ‘performance appraisal’ isthe process of individual’s performance and review to assess agreed goals andset a new purpose, we need respective as constructive criticism by the linemanagers. Experience assessment has proven to be a cost-effective way ofinvesting in, developing and retaining customer service.Staffs uses intranet and e-mail communications measuring and assessing customerservice strengths and weaknesses reviewing shared customer feedbacks. Managerscan access feedbacks using company computers, so reading the e-mails and shareinformation between colleagues and the employees.Information communication through interviews is contrast between qualitative andquantitative approaches within interviewers’ beliefs and feelings are free toword of questions you wish, in order put in control the data flow definingparticular views and respondents characteristics. You may select telephone interviews, as quantitative research used to contactthe customers for short questionnaire, as this method is relatively fast andavailable to follow-up questions and low cost.Face-to -face or team meetings allows work directly onto defined objectivesincluding survey’s method increasing customers’ responses level, and decreasingpotential for errors. Easier routine of developed questions’ to ask to narrowlimits, and the answers are clarified.Evaluating customer service by analyzing company strengths and weaknessesthrough information communication between customer service and the customers,the managers receives customers’ feedbacks and other supporting information fromcolleagues, using social media – facebook, twitter, measuring staff performanceindicators, and checking individuals’ service quality.

5. Explain how evaluation can lead to customer service improvements.

Because improvement is important of low customer service performance, thecustomer feedbacks communication and its methods may lead to real serviceimprovement and organisation success. How evaluation may lead to customerservice improvements? Analysing company position in the market, how we arecompetitive and what our customer service benefits and costs - required detailedSWOT analysis. What is customer service evaluation and improvement process? Evaluate customer service – important as customers’ data available withinorganisation for working managers, so information obtained from customers may beimprovement of customer service quality through detailed customers’ feedbackanalysis.Note areas for improvement needed from company highlighted internal thestrengths and weaknesses to evaluate customer service selecting appropriateexternal opportunities and threats.

Customer feedback communication - gives the improvement results of numbercustomer feedbacks received through information collection methods and its




processes. Also allow to analyse and improve service quality throughinternal and external information communications between staff andmanagers customer service and the customers.

Propose change – purpose to make a change in an organisation neededmanagement approval as authority to develop business through the changewhen customer service should comply with new legislations overall updatingorganisation mission statement and its visions.

Implement improvements – approved proposed changed implement improvementsin organisation having positive effects on customer service department.

Evaluate improvements – information and feedbacks collection throughcustomers or population about the changes approved and checking out howthese changes work. So assess other related improvements needed workingwith customers through customer service.

Conclusion - why we need continues improvement? Representatives of customerservice are the key of success including continues improvement process, whichbeginning from approved change and comply with legislation. Achieving theprocess for continues improvement required to learn relevance of change tocustomer service, choose consultancy firms and understand specificrecommendations e.g. Six Sigma, Kaizen and PDCA - plan, do, check, and act cyclemodel. This is a nature of continues improvement.

Referencing sources:Books:Dibb S. & Simkin L. 2008, Marketing Planning, published by Cengage Learning EMEA College Vision2learn 2013 student study materials

Bibliography/web:http://www.lush.com/images/media/LUSHMedia.pdf [15 February, 2014]https://www.lush.co.uk/our-values [5 February, 2014]http://www.instituteofcustomerservice.com/ [1 December, 2013]http://www.businesslink.gov.uk/ [4 December, 2013]http://www.mindtools.com/index.html [05 December, 2013]http://www.skillpages.com/business-accounting-degree/bournemouth-united-kingdom/donatas.mendelis?preview=true [1 December, 2013]

Once you have completed all 5 Sections of this Assessment, go to www.vision2learn.com and send your work to your tutor for marking.


http://www.vision2learn.com/

http://www.skillpages.com/business-accounting-degree/bournemouth-united-kingdom/donatas.mendelis?preview=true

http://www.skillpages.com/business-accounting-degree/bournemouth-united-kingdom/donatas.mendelis?preview=true

http://www.mindtools.com/index.html

http://www.businesslink.gov.uk/

http://www.instituteofcustomerservice.com/

https://www.lush.co.uk/our-values

http://www.lush.com/images/media/LUSHMedia.pdf

Customer Service Principles Level 2 - Unit 3

Documents

Transcript of Customer Service Principles Level 2 - Unit 3