BSBCUS501: Manage Quality Customer Service – Customer Service Strategies – Review Writing Assessment Answer

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Code: BSBCUS501
Manage Quality Customer Service Assessment Answer
Assignment Task: BSBCUS501
Manage Quality Customer Service, Customer Service Strategies
In order to assess and evaluate the effectiveness of customer service activities, an organisation must gather information.
The ongoing review of customer service strategies involves

Gathering information

Evaluating the feedback

Drawing conclusions and making recommendations for change

Monitoring changes

Research process overview – BSBCUS501
Step 1 Identify a customer service issue that you feel you need to research. Some examples are:

Are our customers happy with quality of our product/service?

Are our customers satisfied with the amount of time they spend waiting for service?

Do our customers appreciate the new delivery service?

Do our customers think they are getting good value for money?

Step 2 Review all existing resources. Read everything you can about the issue. Read articles, books and look online.
Step3 Decide to undertake primary research (a survey or focus group) and establish a clear statement of what you wish to find out by conducting the research.
Step 4 Develop a research strategy. Decide how you will collect the data, what questions to ask, who you will ask at what time and where. Remember to ask questions that you can actually do something about.
Step 5 Gather your data by asking people the questions and recording their responses.
Step 6 Sort the information that you have gathered. Try to make sense of the information. Arrange your information into categories.
Step 7 Develop a set of research outcomes. This is a list of things that you need to do as a direct result of your research findings. It usually includes what you need to change in order to make the customers happy, how you should change and in what timeframe.
Step 8 Repeat the process. Customer research needs to be built into normal business operations. The information provided by customers should be the key driver for all customer service decisions.
Ongoing research should be designed to collect information about: BSBCUS501

Customer satisfaction levels

Customer responses to new products and services

Why clients are leaving and what would make them stay

Customer satisfaction relative to your competitors

Research tips – BSBCUS501

Identify one particular problem that you want to research. Make sure you are clear about the problem and what you want to find out.

Keep the survey simple. Customers do not want to spend a lot of time completing a survey and are more willing to complete a short survey.

Make sure you have enough responses to make the research valid.

Make sure that the people asked to complete the survey are representative of your customer base. To gain an accurate picture you need to ensure survey respondents represent all your customers.

Secondary research for customers – BSBCUS501
There is a vast amount of information in the organization that already exists which can provide useful information can be gathered, collated and analysed to guide change. Examples are:

Sales figures

Demand figures from customer numbers, daily takings

Complaints

Stock holdings

Before you use any information, you need to ensure that it is quality, valid information produced by a reliable source that is current (if applicable).
Questionnaires – BSBCUS501
A questionnaire is a structured sequence of questions designed to draw out facts and opinions from respondents and provide a means of recording the data obtained.
Questionnaires fulfil three major purposes.
1 They can draw accurate information from respondents
2 They provide a standard form on which facts, attitudes and comments can be recorded.
3 They facilitate data processing because responses are systematically recorded in the same place on each questionnaire.
Aspects to cover in your questionnaire will depend on the information you are seeking. General areas you may wish to cover are:

Service and Sales – Process-related: feedback about aspects of service and sales effectiveness that are influenced by organisational policies, procedures and related processes, for example, refund policy or credit facility.

Service and Sales – Employee-related: feedback about how service and sales effectiveness is being influenced by the performance of employees.

Products and Services: feedback about what your customers think about aspects of your products and services, such as user-friendliness, value for money, product range and quality.

Organisation: feedback on aspects such as billing and warranty arrangements, and the professional and ethical nature of how sales and services are delivered.

Overall; provide a general measure of customer satisfaction.

Important specific aspects you may need to consider include: BSBCUS501

Customer needs

Customer preferences and priorities

Customer behaviour

Likelihood of customers to use particular products/services

Products/services currently used by customers

Usage frequency

Potential needs of customers

Customers’ willingness to buy

Value/price of product/service

Preferred outlets for the product/service

Suggestions for improvement

Factors which would prevent customers’ use of the product/service

Demographic information

Customer lifestyle.

Categories of questions – BSBCUS501

Classification questions: generally require the respondent to tick the appropriate category of gender, age, marital status, location, household status etc. These questions are used to classify the information once it is collected.

Behavioural questions: generally take the form of ‘Have you ever ….. ?’, ‘Do you have ….?,

‘When did you last …?’, ‘In the future will you ….?’.

Attitudinal questions: ask for the respondents’ perceptions and opinions. They generally take the form of ‘Why do you ….?’, ‘What do you think of ….?’, ‘How do you rate ….?.

Questions – BSBCUS501
Questionnaires can use a combination of two different types of questions.
Open-ended questions: these questions allow the respondent to give their own answers, rather than providing a list of possible alternatives. Behavioural, attitudinal and classification questions can be open-ended. For example:
‘What benefits do you look for when choosing a garden service?’
Closed questions:These questions provide respondents with alternatives from which they must choose the one that best represents their answer. Closed questions commonly take a number of forms:

Tick the most appropriate answer. For example,

Which of the following features do you consider to be most important when choosing a gardening service?

Low price

Quality

Friendly service

Promptness of service

Reliability

Other (please specify)

Scales: For example a scale from 1 – 5, where 1 represents ‘Strongly disagree’ and 5 represents ‘Strongly agree’
I go to cafes because of the atmosphere
Strongly disagree                                                                                                   Strongly agree
1                              2                                 3                                  4                                  5
Such scales can also use words such as ‘Highly likely’ to ‘Not likely at all’; or ‘Always’ to ‘Never’.
Ranking: The questions require the respondent to order preferences or products/services from 1 to 5. For example:
Rank the following features in order of importance to you. 1 Indicates the most important, 5 indicates the least important. BSBCUS501
Service
Price
Take away rubbish
Reputation
Have own equipment
Fixed choice: These questions provide a range if answers from which respondents can select the one which best represents their answer. For example: BSBCUS501
How often do you use the services of a lawn mowing contractor

Once a week

Between once a week and once a fortnight

Once every three or four weeks

Infrequently

Never

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