BSBCUS401 Coordinate Implementation of Customer Service Strategies

Using the CoffeeVille simulated business documentation provided, you will review customer satisfaction with delivery of customer service. You will then prepare a management report to identify changes necessary to maintain service standards, provide recommendations for improvement of service delivery, and plan monitoring and reporting systems to compare changes in customer satisfaction. 

Answer:

Performing a Role Play 

Advising on Customer Needs

As a sales and customer service representative of Coffeville, my advice on customer needs would be (Smith 2012):

1. Development of new products and at the same time procedures based on customer feedback. In case of Coffeville, there is an increased demand for gourmet coffee therefore the company should improve the procedures for taking orders.
2. Paying attention to whatever the customer has to say. Sometimes the customers are unable to express their needs verbally. Being attentive while the customer speaks will allow in easier understanding of the customer needs.
3. Giving proper explanations and communicating to the customers the reasons for the failure in delivery

Fulfilling Orders

Effective fulfillment of order can take place by (Murray et.al 2012):

1. Organizing the orders placed by the customers and thereby ensuring online tracking the needs of carriers
2. With the fulfillment of the order details, the customers must receive an email.
3. By amending tracking information with the order page for providing more efficiency
4. There should be a change in the status to “fulfilled’’ after the order fulfillment Resolving Complaints

As a sales and customer service representative of Coffeville, I can adopt seven steps in resolving the complaints of the customers (Ang and Buttle 2012). It is necessary to take immediate action while resolving customer complaints instead of simply avoiding them. These are as follows:

1. Complaints can be resolved through intent listening
2. Thanking the customers for bringing the problem to notice can also resolve complaints
3. By asking for an apology from the customers 

Presenting Customer Service Strategy to Peers

CoffeeVille aims at providing a compelling café experience for all the socially aware drinkers of Melbourne. The firm possesses a policy of proper talent management that encompasses a strong commitment towards the designing and execution of technological, integrated and strategic approach towards the human resource management. However, customer service strategy of the firm involves:

1. Creation of a customer service vision where the needs of the customers communicated to the employees
2. Assessment of the customer needs for which the company make necessary plans for successful implementation
3. The company also adopts a strategy of hiring the right employees for successfully meeting the strategy for strong customer service.
4. Coffeville also sets goals for achieving the customer service that also helps in achieving the corporate objectives.
5. The company also undertakes necessary training of the employees for effective customer service.
6. The company also comes forward in holding people accountable so that they have a better understanding of how the service towards the customers effect the overall performance of the organization.

Meeting Agenda

The agenda for the meeting is as follows:

1. The importance of strategic planning lies in the fact that it helps the organization in setting an overall goal for the business and hence develops a plan for achieving them (Eden and Ackermann 2013). This involves moving a step back from the day-to-day operations and observes where the business heads to and what its priorities are.
2. To maintain quality customer service the company focuses on assessment of customer needs, hires the right employees and set necessary goals for achieving the corporate objective through meeting quality customer service.
3. If the strategies adopted by the company used in case of Pat Burns then he would never have been upset with the services of the company.
4. Coffeville aims at providing highest quality coffee, pastries, fine chocolates and signature hoagies for the customers. The strategies adopted by the company help in achieving these goals.
5. A budget represents a comprehensive financial plan that helps the organization in achieving its goals. Therefore, deviation from the budget is not encouraged.
6. Equal allocation of financial resources for a customer service team of four people ensures effective and efficient use of resources, help in making sound business decision, helps in demonstrating accountability and taking necessary remedial action (Rees 2017).
7. There should be opportunities of consulting with the team members on specific strategies of implementation for reducing non-compliance and gaining support 

Report on Customer Service

The changes necessary for the maintenance of a standard customer service are as follows (N. Torres, and Kline 2013):

1. Listening to the customers through monitoring the interactions
2. Trying to capture all channels of customer feedback
3. Getting to know the wants of the customers
4. Evaluation of interactions for identification of any skill gap so that continuous coaching can be provided for improving productivity and performance

Recommendations for improving the delivery of service are as follows:

1. Coffeville can improve its delivery service by meeting the expectations of the clients.
2. Trying to inform the customers about the service benefits
3. Encouraging online placement of order for the high demand products like gourmet coffee

There should be reporting systems and planned monitoring for comparing the changes in customer satisfaction (Martins Gonçalves and Sampaio 2012). This is necessary because this allows seeking the views of the respondents on varied issues that will help the company to not only improve but also perform.

References:

Ang, L. and Buttle, F., 2012. Complaints-handling processes and organisational benefits: An ISO 10002-based investigation. Journal of Marketing Management, 28(9-10), pp.1021-1042.

Eden, C. and Ackermann, F., 2013. Making strategy: The journey of strategic management. Sage.

Martins Gonçalves, H. and Sampaio, P., 2012. The customer satisfaction-customer loyalty relationship: Reassessing customer and relational characteristics moderating effects. Management Decision, 50(9), pp.1509-1526.

Murray, J., Shepherd, J. and Griffith, M., Amazon Technologies, Inc., 2012. System and method for combining fulfillment of customer orders from merchants in computer-facilitated marketplaces. U.S. Patent 8,204,799.

Torres, E. and Kline, S., 2013. From customer satisfaction to customer delight: Creating a new standard of service for the hotel industry. International Journal of Contemporary Hospitality Management, 25(5), pp.642-659.

Rees, J., 2017. Natural resources: allocation, economics and policy. Routledge.

Smith, I., 2012. Meeting customer needs. Routledge.