CMI 317 Assignment Help

This unit is designed to help learners understand customer service and how to deliver it effectively. It also aims to build the skills and knowledge needed to support customer service in an organisation. By the end of this unit, learners will understand the principles of customer service, how to support its delivery, and how to monitor and evaluate its effectiveness.

Assessment Questions

Task 1: Understand the features and benefits of good customer service.

AC 1.1 Explain the features of good customer service.

Example

Good customer service includes these key features:

• Availability: Customers should be able to reach the company easily through various channels like phone, email, or social media.
• Speed: Responses should be quick, with inquiries and issues handled promptly.
• Efficiency: Customers shouldn’t need to repeat their issues to multiple people; information should flow smoothly to the right person.
• Knowledgeable: Customer service staff should know the company’s products and services well and be able to answer customer questions accurately.
• Friendly: Staff should be approachable and make customers feel comfortable and valued.
• Helpful: Staff should be willing to go above and beyond, offering extra information or discussing options in detail to meet customer needs.

AC 1.2 Discuss the benefits to the organisation of delivering a good customer experience.

Example

Delivering a good customer experience brings numerous benefits to an organisation. First, it can lead to increased sales, as satisfied customers are more likely to make purchases and return to the company. Additionally, positive customer service can enhance the company’s reputation, attracting more customers through word of mouth and trust. A strong customer experience also contributes to cost savings; when customers are happy with the service they receive, they are less likely to complain or pursue legal action, which reduces expenses over time. Lastly, providing good customer service can boost employee morale, as employees feel appreciated and valued. This, in turn, leads to improved performance and a more motivated workforce.

Task 2: Understand factors that influence customer needs and expectations.

AC 2.1 Identify the different types of customers served by an organisation.

Example

An organisation can serve different types of customers, each with unique needs. Individual customers are people who buy products or services for their personal use. Business customers are companies that purchase products or services to support their operations. Government customers include government agencies that acquire products or services to benefit the public. Each type of customer requires a tailored approach to meet their specific requirements effectively.

AC 2.2 Outline the factors which influence the needs and expectations of customers.

Example

Many factors can shape customers’ needs and expectations. First, the type of product or service plays a role; customers may have different requirements based on what they’re looking for. Price is another factor—customers’ expectations will vary depending on how much they are prepared to spend. Personal circumstances, such as lifestyle and family situation, also influence what customers need and expect. Cultural background affects preferences as well, as different cultures may value certain aspects of service or product features. Lastly, past experiences play a big role; positive or negative past interactions can strongly shape a customer’s current expectations.

Task 3: Understand the legal and organisational requirements that influence customer service delivery.

AC 3.1 Summarise legal requirements which impact the delivery of customer service.

Example

Several legal requirements can affect how customer service is delivered. Health and safety regulations, for example, ensure that customers are treated with care for their well-being; employees must be properly trained to handle any hazardous materials. Data protection laws require that customer information is kept secure, with procedures in place to prevent sharing data without customer consent. Equal opportunities laws mandate that all customers are treated fairly and without discrimination, regardless of their race, gender, or other personal characteristics. These regulations help protect both customers and organisations in providing respectful and lawful service.

AC 3.2 Outline the scope of organisational customer service standards, policies, and procedures.

Example

The scope of customer service standards, policies, and procedures can differ between organisations, but certain elements are commonly included. For example, a code of conduct typically outlines the behaviour employees should follow when interacting with customers. A complaints procedure provides a clear process for customers to raise issues and for the organisation to address them. Additionally, a customer service charter sets out the quality of service the organisation commits to providing. These elements help ensure a consistent and positive experience for customers across the organisation.

AC 3.3 Explain the consequences of failing to apply standards and legal requirements in customer service delivery.

Example

If an organisation fails to follow the required standards and legal requirements in delivering customer service, it may face several consequences. For instance, it could be subject to fines if it violates any laws. Customers who are unhappy with the service may file compensation claims against the organisation. Additionally, failing to meet customer expectations can lead to reputational damage, which can hurt the organisation’s image and customer trust. These consequences highlight the importance of maintaining high standards in customer service.

Task 4: Know how to deliver a good customer experience.

AC 4.1 Outline the key features of the customer journey.

Example

The customer journey refers to the path a customer takes from their first interaction with an organisation to becoming a satisfied customer. It includes several key stages:

• Initial contact: This is the first time a customer encounters the organisation, whether through advertising, word of mouth, or other means.
• Enquiry: At this stage, the customer asks for more information about a product or service.
• Purchase: The customer decides to buy the product or service from the organisation.
• After-sales service: After the purchase, the organisation provides support, such as handling returns, warranty claims, or any follow-up services.
• Satisfaction: Finally, the customer is happy with their purchase and the service they received, often leading them to recommend the organisation to others.

AC 4.2 Discuss the benefits of understanding the customer journey.

Example

To be successful, businesses must understand their customers—who they are, what they need, and what they want. More importantly, businesses need to understand the customer journey. This is the path a customer follows, from recognizing a problem or need to purchasing a product or service.

By understanding the customer journey, businesses can better address customer needs, identify potential challenges, and create strategies to overcome them. This understanding also helps businesses provide a smooth and enjoyable experience for customers. In the end, knowing the customer journey is crucial for any business aiming to succeed.

AC 4.3 Identify methods to support teams and individuals to deliver a good customer experience.

Example

As any business owner knows, providing a good customer experience is key to success. It not only encourages repeat business and positive word-of-mouth, but also helps build brand loyalty. There are several ways to support teams and individuals in delivering a great customer experience.

One effective method is to set clear expectations and guidelines. Customer service representatives need to understand the company’s standards and what is expected of them when providing service. Another way to support your team is by offering training and development opportunities, such as online courses or in-person workshops. By giving employees the skills they need, you set them up to succeed in delivering excellent customer service. Finally, providing regular feedback and coaching is essential. This helps employees identify areas for improvement and gives them the opportunity to make adjustments that can enhance the customer experience.

AC 4.4 Explain the methods used by organisations to communicate with customers.

Example

Organisations use various methods to communicate with customers, with the most common being advertising, word-of-mouth, and customer service.

Advertising is a paid way for businesses to promote their products or services. It can appear in many forms, such as TV commercials, print ads, or online banner ads. Word-of-mouth is a free form of communication where customers share their experiences with friends and family. This can be positive or negative, so it’s important for businesses to provide a good customer experience to encourage positive word-of-mouth. Customer service is another key way businesses communicate with customers. This includes answering questions, handling complaints, and offering support.

AC 4.5 Identify methods for gathering customer feedback.

Example

Businesses have several methods to gather customer feedback.

The most common is through surveys, which can be done either in person or online. Another method is holding focus groups, where a group of customers discusses a product or service, providing detailed and honest feedback. One-on-one interviews are also a valuable way to gather in-depth feedback from individual customers. Finally, businesses can use social media to collect feedback by monitoring comments and reviews or conducting surveys on their platforms.

Task 5: Know how to identify and respond to customer service problems.

AC 5.1 Identify common causes of customer service problems.

Example

There are several common causes of customer service problems.

One major issue is poor communication between employees and customers, which can lead to misunderstandings and frustration. Another cause is a lack of training or knowledge among employees, making it difficult for them to handle customer inquiries or complaints effectively. Lastly, insufficient resources within the company can also cause problems, such as longer wait times for customers or the inability to fully resolve their issues.

AC 5.2 Outline techniques for responding to customer complaints.

Example

There are several effective techniques for responding to customer complaints.

The first is to apologise, which shows the customer that you understand their frustration and want to make things right. The second is to take responsibility by admitting that the problem is on your end, not the customer’s. This can help ease the situation. The third is to offer a solution, such as a refund or a voucher for a future purchase. Make sure the solution addresses the customer’s concerns. Finally, it’s important to follow up with the customer after the issue is resolved. This shows you care about their experience and want to ensure they are satisfied with the outcome.

AC 5.3 Explain limits of authority when dealing with customer service issues.

Example

There will be times when employees cannot resolve customer service issues on their own. In these situations, it’s important for employees to understand their limits of authority.

This means knowing what they can and cannot do. For example, an employee might not be able to offer a refund without supervisor approval. It’s important for employees to be honest with customers about these limits to avoid frustration or disappointment. Additionally, employees should know how to escalate issues when needed—this includes knowing who to contact and how to reach them.

AC 5.4 Identify methods for monitoring customer service delivery.

Example

There are several methods businesses can use to monitor customer service delivery. One of the most common is to ask customers for feedback, which can be done in person, over the phone, or through surveys. Another method is to monitor customer service interactions by listening to phone calls or observing employees in action. Reviewing customer service complaints is also helpful, whether by checking service logs or reading customer reviews online. Finally, businesses can conduct customer satisfaction surveys, which provide a more complete view of the overall customer service experience.

Must Read:

• CMI 317 Supporting the Delivery of Customer Service