Copyright © 2016, APEX Institute of Education BSBCUS501 MANAGE QUALITY CUSTOMER SERVICE Page | 1 BSBCUS501 Manage quality customer service BSB51915 Diploma of Leadership and Management Name: _____________________________________ Student ID: _____________________________________ Copyright © 2016, APEX Institute of Education BSBCUS501 MANAGE QUALITY CUSTOMER SERVICE Page | 2 This workbook has been designed to be used in conjunction with information and materials to be provided at sessions. This workbook does not contain all subject information and students should attend all scheduled sessions and read and understand all materials provided at sessions. Publisher: Apex Institute of Education Pty Ltd (A.C.N. 38 130 193 207) trading as Apex Institute of Education Parramatta Campus: 2 Sorrell Street, Parramatta NSW 2150 Sydney CBD Campus: L2&3 22-26 Goulburn Street Sydney NSW 2000 Telephone: 02 8007 6261 (Sydney) 02 8007 6262 (Parramatta) www.apexaustralia.edu.au RTO Provider No: 91606 CRICOS Provider: 03156M ABN: 38 130 193 207 Edition: 1st Edition Release date: 31 March 2016 The publisher owns the copyright in this publication. All rights reserved. No part of this publication may be reproduced by any process without the prior written permission of Apex Institute of Education Pty Ltd. Copyright© 2016 Apex Institute of Education The publisher owns the copyright in this publication. All rights reserved. No part of this publication may be reproduced by any process without the prior written permission of Apex Institute of Education Pty Ltd. Copyright © 2016, APEX Institute of Education BSBCUS501 MANAGE QUALITY CUSTOMER SERVICE Page | 3 CONTENTS Subject Overview Page 4 Elements 1 Plan to meet internal and external customer requirements Page 5 to 10 Knowledge test Page 11 to 12 Elements 2 Ensure delivery of quality products and/or services Page 13 to 17 Knowledge test Page 18 to 19 Elements 3 Monitor, adjust and review customer service Page 21 to 27 Knowledge test Page 28 to 30 CLASS ACTIVITY Activity I Page 31 Activity II Page 32 Activity III Page 33 REFERENCE Page 34 Copyright © 2016, APEX Institute of Education BSBCUS501 MANAGE QUALITY CUSTOMER SERVICE Page | 4 SUBJECT OVERVIEW This subject follows the sequence given below 1. Plan to meet internal and external customer requirements ➢ Investigate, identify, assess, and include the needs of customers in planning processes ➢ Ensure plans achieve the quality, time and cost specifications agreed with customers 2. Ensure delivery of quality products and/or services ➢ Deliver products and/or services to customer specifications within organisation's business plan ➢ Manage team performance to consistently meet the organisation's quality and delivery standards ➢ Assist colleagues to overcome difficulty in meeting customer service standards using leadership, supervision, coaching and mentoring 3. Monitor, adjust and review customer service ➢ Develop and use strategies to monitor progress in achieving product and/or service targets and standards ➢ Develop and use strategies to obtain customer feedback to improve the provision of products and/or services ➢ Develop, procure and use resources effectively to provide quality products and/or services to customers ➢ Make decisions to overcome problems and to adapt customer services, products and/or service delivery in consultation with appropriate individuals and groups ➢ Manage records, reports and recommendations within the organisation's systems and processes Copyright © 2016, APEX Institute of Education BSBCUS501 MANAGE QUALITY CUSTOMER SERVICE Page | 5 ELEMENT 1: PLAN TO MEET INTERNAL AND EXTERNAL CUSTOMER REQUIREMENTS ➢ Investigate, identify, assess, and include the needs of customers in planning processes ➢ Ensure plans achieve the quality, time and cost specifications agreed with customers Investigate, identify, assess, and include the needs of customers in planning processes Need to know your customers: 1. Knowing and understanding customers needs is at the centre of every successful business 2. In this section you need to examine that what you need to know about your customers, how to use this information to sell to them more effectively and how to win business from your competitors 3. Marketing research is one way to know your customers requirements Customers: Different type of customers an organization may have and includes: 1. Board members 2. Clients, purchasers of services 3. Co-workers, peers and fellow frontline managers Copyright © 2016, APEX Institute of Education BSBCUS501 MANAGE QUALITY CUSTOMER SERVICE Page | 6 4. Members of the general public who make contact with the organisation, such as prospective purchasers of services 5. Potential funding bodies 6. Supervisors 7. Suppliers of goods and services and contractors providing goods and services To know your customer better you need to plan and answer six questions: 1. What? customer is buying: that includes what they are buying, which helps you to relate with the benefit they are seeking to get from that product/service they are buying 2. Why? Customer is buying particular product/service: answer why is it so? 3. When? Answer when/ in which circumstances does the buyer make the purchase? 4. How? To know how your customer buy is very important 5. Where: From where do the customers do their purchase is again very important. That involves choosing right location for your business 6. Who: Who are actually buying the product/service is vitally important ? Copyright © 2016, APEX Institute of Education BSBCUS501 MANAGE QUALITY CUSTOMER SERVICE Page | 7 SOME BASIC PRINCIPLE • Know your customer’s current supplier: if they are happy with their supplier, why would they come to you • Why customer needs you: Because you are providing them the best Quality services and the USP provided by your company is over your competitors. a. Quality is defined as characteristics of a product, system, service or process that meet the requirements of customers and interested parties b. USP is Unique selling proposition of your business which makes you different and better than your competitors. • Be Innovative or Different: Because every customer wants something better. Benefits for an organization for providing effective customer service are: 1. Satisfied Customers: The first benefit of customer service is obtaining customer satisfaction. Happy customers become repeat customers 2. Customer Loyalty: A key indicator of quality customer service is customer loyalty 3. Less Costs Needed to Attract New Customers: Quality customer service relieves pressure on the organization to attract new customers 4. Edge on Competitors: If your organization out-performs another competitor in customer service, most likely, your organization will be one of the leaders in your industry 5. Promotes Customer Service Employee Retention Customer service representatives who understand they are the face of the company will help them communicate with customers on the other side of the phone. Copyright © 2016, APEX Institute of Education BSBCUS501 MANAGE QUALITY CUSTOMER SERVICE Page | 8 Ensure plans achieve the quality, time and cost specifications agreed with customers Developing plan for improving service: Important Steps: 1. What is the problem? 2. Who has the problem? 3. How important is the problem’s solution to the customer? 4. How valuable is the problem’s solution to the customer? Customer value Customer value in its most basic form is merely the difference between the benefit receive from a product and the cost associated with that product. Strategies to create customer value are: 1. Taking a feedback from customers about what they want/ value 2. Doing surveys and focus interview in market 3. Marketing research to analyse customer’s needs 4. Observing other organisation’s strategies and brainstorming on what we can do differently with our organisation Copyright © 2016, APEX Institute of Education BSBCUS501 MANAGE QUALITY CUSTOMER SERVICE Page | 9 ALBRECHT’S MODEL OF CUSTOMER VALUE: Karl Albrecht’s gave a hierarchy of customer value which has four ascending levels, from lowest to highest: 1. Basic – the fundamental components of your customer value package required just • To be in business. If you're a retail establishment, for example, you must have a location • That’s clean, properly furnished and fixtured, properly staffed, and properly stocked. 2. Expected – what your customers consider "normal" for you and your competitors. If • You're an airline company, they expect you to have competitive prices, convenient • Schedules, edible food, and reasonably civil customer-contact employees. 3. Desired – added-value features which the customers know about and would like to • Have but don't necessarily expect because of the current level of performance of your • Competitors. This is the first level of possible differentiation and superiority over your • Competitors. If you're a hospital, it means consistently friendly and caring staff, accurate • And honest information about the patient's condition, systems and procedures that 4. Unanticipated – added-value features that go well beyond the learned expectations • Unusually fast turn-around, an unusually confidence-inspiring guarantee, unusual Copyright © 2016, APEX Institute of Education BSBCUS501 MANAGE QUALITY CUSTOMER SERVICE Page | 10 • Expertise on the part of your employees, advanced merchandise features, or many • Other possibilities. These are "surprise" features that can set you apart from your • Competitors and win the loyalty of your customers – if of course they really do add significant value in the eyes of your customers. ✓ Test Your Knowledge Trainer must give 1 mark each for a correct answer 1. Define ‘Quality’ Customer Service & its components. 2. Define Customer. What are be the different types of customers associated with any organisation & how we can identify them? Copyright © 2016, APEX Institute of Education BSBCUS501 MANAGE QUALITY CUSTOMER SERVICE Page | 11 3. Highlight the Importance of Quality Customer Service giving at least 4 significant points to support your answer. 4. Present at least 5 examples of Customer Service explaining how it increases customer satisfaction. Copyright © 2016, APEX Institute of Education BSBCUS501 MANAGE QUALITY CUSTOMER SERVICE Page | 12 5. What is Albrecht’s Model of Customer Service? Explain all parts. 6. Provide 5 basic requirements for designing a Customer Service Plan; or ; What are the essentials for preparing a good customer service plan? Copyright © 2016, APEX Institute of Education BSBCUS501 MANAGE QUALITY CUSTOMER SERVICE Page | 13 ELEMENT 2: ENSURE DELIVERY OF QUALITY CUSTOMER SERVICE ➢ Deliver products and/or services to customer specifications within organisation's business plan ➢ Manage team performance to consistently meet the organisation's quality and delivery standards ➢ Assist colleagues to overcome difficulty in meeting customer service standards using leadership, supervision, coaching and mentoring Deliver products/or service to customer specifications within organization’s business plan What constitutes good customer service? (Attributes in customer service staff) 1. Friendly and helpful staff 2. Appropriate tone of voice 3. Approachable and responsive staff 4. Staff with good soft skills, listening abilities 5. Staff with good product knowledge, 6. Long opening hours for company 7. Good quality products/services provided by company Copyright © 2016, APEX Institute of Education BSBCUS501 MANAGE QUALITY CUSTOMER SERVICE Page | 14 Consequences of poor customer service: 1. Unhappy/demotivated staff/customers 2. High level of complaints 3. Decrease in organisation’s reputation 4. Bad atmosphere within the organisation 5. Low number of customers 6. Over stocking cost 7. Conflicts 8. Effect on profits because of low sales 9. Potential closure ADVERTISING: Advertising is a form of communication intended to persuade an audience (viewers, readers or listeners) to purchase or take some action upon products or services. It includes the name of a product or service and how that product or service could benefit the consumer, to persuade a target market to purchase or to consume that particular brand. Advertising also helps the organisation in providing quality products and services as it: 1. Tells the large no. Of customers about the benefits and qualities of org. Services and product range 2. Displays the main features/USP of the products/services being offered 3. Demonstrate the services of the organisation to the customers, raising its popularity in the market 4. Keeps the Brand / Product popular & alive amongst the customers 5. Increases the market coverage. For example instead of ‘just domestic’ market coverage to ‘International’ market coverage. Copyright © 2016, APEX Institute of Education BSBCUS501 MANAGE QUALITY CUSTOMER SERVICE Page | 15 Manage team performance to consistently meet the organisation's quality and delivery standards Methods of improving customer services: 1. Through an organisation development: it includes- • That all the procedures and system in organisation works and customers expectations are understood and shared • Develop a strong sense of mission and vision and create a commitment to values and expectations • Start every meeting with a positive story about service • Ask your team to develop a standards in their work to provide highest quality service • Encourage and empower staff to promote effective customer service, reward good decision making publicly 2. Customer service improvement by personal development: this includes • Help staff to develop their personal quality service measures • Help people accept that discomfort is a normal part of change • Have your successful people to share their thinking to promote service oriented behaviour • Become future oriented in your thinking. • Focus on corrections for the future and not on the problems of the past. Step to create a customer service culture in the organization 1. Management must make the measurement of service quality and feedback from the customer a basic part of everyone’s work experience Copyright © 2016, APEX Institute of Education BSBCUS501 MANAGE QUALITY CUSTOMER SERVICE Page | 16 2. Explain why giving excellent customer service is important- not only for the company, but for the world 3. Create ways to communicate excellent examples of customer service both within and outside the company 4. Train everyone in the culture as soon as they are hired: coach your employees 5. Encourage a sense of responsibility for group performance. Help employees see how their performance affects others 6. Establish policies that are ‘ customer friendly’ and that show concern for your customers 7. Remove any employees who do not show the behaviour necessary to please customers 8. In order for a culture of customer service excellence to grow and thrive, management must have a burning desire for it to be that way and the energy to ensure that this desire spreads throughout the organisation. Assist colleagues to overcome difficulty in meeting customer service standards using leadership, supervision, coaching and mentoring Strategies to help staff in meeting customer service standards 1. Keep reviewing their on the job performance and providing regular feedbacks 2. Display modelling to show staff how you carry your customer service ethics 3. Setting goals for staff and monitoring their performance Copyright © 2016, APEX Institute of Education BSBCUS501 MANAGE QUALITY CUSTOMER SERVICE Page | 17 4. Provide training and coaching* as required. *Coaching refers to the activity of a coach in developing the abilities of trainees, learners or employees. An effective coaching process requires that goals and expectations are clearly understood. It is essential that the employee being coached receive all the appropriate training based on his job responsibilities and future developmental needs. Behaviours observation, communication and finally behaviour modification are essential to success at coaching. This includes feedback and reinforcement. Steps in coaching are as follows: 1. Set clear goals & expectations: Setting goals and objectives is no easy task. They must be specific. 2. Training: To be an effective coach, you need to understand the employee's strengths and weaknesses. This includes a thorough understanding of their training needs and accomplishments. 3. Behavior Observation: How does the employee behave under different circumstances i.e. under pressure, under emotional stress etc. 4. Feedback Meeting: with the employee regularly to discuss performance and other issues is absolutely critical to their development. 5. Positive Reinforcement: Providing strong support and ensuring that the desired motive of coaching is met successfully. Copyright © 2016, APEX Institute of Education BSBCUS501 MANAGE QUALITY CUSTOMER SERVICE Page | 18 ✓ Test Your Knowledge 1. What are the benefits of Managing proper Customer Records & preferences? 2. Enlist 5 different customer service components, which the staff can adopt to ensure the Customer Satisfaction. 3. Define Coaching & its benefits. Develop a Step by Step Coaching model for Training the staff on Customer Service. Copyright © 2016, APEX Institute of Education BSBCUS501 MANAGE QUALITY CUSTOMER SERVICE Page | 19 4. Explain Customer Service Strategy. Give 3 examples. 5. Explain Advertising as a strategy to ensure the delivery of quality product and services. Copyright © 2016, APEX Institute of Education BSBCUS501 MANAGE QUALITY CUSTOMER SERVICE Page | 20 6. How can a supervisor prove as a role model for the team members in solving the day to day problems faced to meet standards related to Customer Service? Copyright © 2016, APEX Institute of Education BSBCUS501 MANAGE QUALITY CUSTOMER SERVICE Page | 21 ELEMENT 3 MONITOR, ADJUST AND REVIEW CUSTOMER SERVICE ➢ Develop and use strategies to monitor progress in achieving product and/or service targets and standards ➢ Develop and use strategies to obtain customer feedback to improve the provision of products and/or services ➢ Develop, procure and use resources effectively to provide quality products and/or services to customers ➢ Make decisions to overcome problems and to adapt customer services, products and/or service delivery in consultation with appropriate individuals and groups ➢ Manage records, reports and recommendations within the organisation's systems and processes Develop and use strategies to monitor progress in achieving product and/or service targets and standards Strategies to monitor progress in achieving quality customer service target are: 1. Organisation financial statements- loss/profit statements 2. Electronic feedback mechanisms using intranet, internet and email 3. Feedback forms and other devices to enable communication from customers Copyright © 2016, APEX Institute of Education BSBCUS501 MANAGE QUALITY CUSTOMER SERVICE Page | 22 4. Long-term or short-term plans for monitoring achievement and evaluating effectiveness 5. Policies and procedures 6. Questionnaires, survey and interviews 7. Training and development activities 8. Using various charts like Pareto and using Histogram Service priorities: Every Organisation has got three key service priorities: 1. Effectiveness: it means that how business can improve and enhance the services of its business objectives/goals 2. Efficiency: It refers to how the company’s objectives of profit and to provide best customer service can be enhanced by effectively using all resources 3. Equity: This refers to customer equity, about how to assess the level of quality service that's been provided to customer PDCA CYCLE PLAN – DO – CHECK - ACT • Reviewal process also can be done through PDCA Cycle that organisation use, to continuously review their systems and procedures. • This is PLAN – DO – CHECK - ACT cycle, which can be used in any area of customer service operation. • It starts with planning or defining problem, then leads to working out the facts related to situation, checking to confirm the action and then leads to final action, which is a decision. Copyright © 2016, APEX Institute of Education BSBCUS501 MANAGE QUALITY CUSTOMER SERVICE Page | 23 Develop and use strategies to obtain customer feedback to improve the provision of products and/or services Map your customer service cycle. Similar to the way work flows through a department, a customer service map identifies each step your customers take to accomplish their objective with you successfully. Once you and your team have created the map, look at each step to find opportunities to exceed customers’ expectations and, make your organization stand out from the competition. Whoever and wherever your customers, trading partners and service partners are, keep the lines of communication open. Talking directly to your customers can show you what is important to them, what they are thinking and where they are heading. Informal conversations and more formal feedback mechanisms such as questionnaires, telephone or face to face interviews, evaluation forms and satisfaction surveys can alert you to problems, potential problems and changing needs when you are willing to listen. Thinking about the service you offer before, during and after delivery, ask a few key clients and service partners to tell you what they think you do best and where you could improve. Ask them how easy it is to request your help and how satisfied they are with the promptness, quality and pleasantness of your and your team’s responses. Listen to any patterns. Try to spot any trends. See that your measures of success reflect what your customers say it most important to them. Knowing your customer preferences & inviting service improvement suggestions!! It is important to understand your customers & their ever changing preferences. The Strategies through which we can take customer’s suggestions can be: 1. Using comment cards Copyright © 2016, APEX Institute of Education BSBCUS501 MANAGE QUALITY CUSTOMER SERVICE Page | 24 2. Asking your staff 3. Asking customers directly 4. Arranging focus groups discussion 5. Survey by mail 6. Telephone surveys Copyright © 2016, APEX Institute of Education BSBCUS501 MANAGE QUALITY CUSTOMER SERVICE Page | 25 Develop, procure and use resources effectively to provide quality products and/or services to customers You can take care of your customers before you provide the product or service, while you are providing it and after you have provided it. Each of these three opportunities contains five ways to delight your customers. You can: ▪ Communicate clearly and openly ▪ Develop and maintain trust. ▪ Meet or exceed the customer’s needs and expectations ▪ Show that you can help your customers achieve their goals ▪ Show that you understand your customers. Make decisions to overcome problems and to adapt customer services, products and/or service delivery in consultation with appropriate individuals and groups Have you ever complained about a product or service and thought: ‘Why did I waste my breath?’ Even when complaints are made in the spirit of offering useful information to improve a product or service, they can be brushed aside, treated with disdain or brusquely ignored. Perhaps you have decided never to deal with a particular organization again when, had your complaint or feedback been handled differently, you would gladly have kept doing business there. It’s pity when organizations and employees let themselves down by failing to handle complaints promptly, sensitively and courteously. However they’re delivered, here are three good ways to view complaints, whether they’re from service partners or an external customer (or even on of your team members, for that matter): Copyright © 2016, APEX Institute of Education BSBCUS501 MANAGE QUALITY CUSTOMER SERVICE Page | 26 ▪ As an opportunity to make amends for a problem ▪ As feedback, or information, intended to help you improve ▪ As a request in disguise. When you receive a complaint or are alerted to a problem or difficulty by a customer, mentally translate it into a hidden request to provide something the customer wants but did not receive and try to provide it. Then use that information to ensure something similar doesn’t occur again. Skills for dealing effectively with complaints ▪ Communication skills help you ask questions to uncover the real problem and the customer’s expectations, and show the customer you are listening and trying to understand the difficulty. ▪ Empathy helps you see the situation from your customer’s point of view, which in turns helps you understand the customer’s concerns and needs, and thus take them seriously. ▪ High self-esteem stops you from taking complaints personally. ▪ The ability to recap both the facts and the customer’s feelings removes the need for the customer to become upset or abusive. ▪ Strong interpersonal skills help you identity and meet the customer’s basic psychological needs. Manage records, reports and recommendations within the organisation's systems and processes Good customer records can be invaluable. Records showing customer’s payment and purchasing history and other behaviours can provide you with important about structuring and improving your service offering and highlight important trends and risks to take into account. By capturing other information such as which customers you lose and comparing it with their customer profiles and behaviours, you can spot ways to improve your service and customer retention. You can profile customers to find out which are the most and least profitable and therefore which potential customers to target. You can use your customer data to bench-mark important indicators of your ability Copyright © 2016, APEX Institute of Education BSBCUS501 MANAGE QUALITY CUSTOMER SERVICE Page | 27 to provide good services against all organizations and organizations in your industry and to highlight improvement areas. Customer’s complaint resolution: Important Steps • Step 1: Identify and listen to the problem • Step 2: Show appreciation for customer feedback and process the complaint • Step 3: Resolve the problem • Step 4: Communicate the result to the concerned parties • Step 5: Document complaint records for future references Customer service self-evaluation: Important Steps • Step 1: Define the problem and set objectives • Step 2: Develop a research plan • Step 3: Implement the research plan • Step 4: Interpret and report the findings Copyright © 2016, APEX Institute of Education BSBCUS501 MANAGE QUALITY CUSTOMER SERVICE Page | 28 ✓ Test Your Knowledge 1. Highlight 4 Benefits of Customer Feedback. 2. How and in what different ways can be Customer Service Monitored? 3. On what grounds an organization may plan to improve the Customer Service Standards? Provide minimum 3 examples Copyright © 2016, APEX Institute of Education BSBCUS501 MANAGE QUALITY CUSTOMER SERVICE Page | 29 4. What are the basic points to be considered while monitoring the Customer Service? 5. What is the benefit of Customer Service Review? 6. Explain the PDCA Cycle & its benefits. Copyright © 2016, APEX Institute of Education BSBCUS501 MANAGE QUALITY CUSTOMER SERVICE Page | 30 7. Provide a step by step approach towards Customer Complaint Handling. 8. What are the consequences of not handling Customer Complaints properly & in time? Copyright © 2016, APEX Institute of Education BSBCUS501 MANAGE QUALITY CUSTOMER SERVICE Page | 31 ACTIVITY I CUSTOMER SERVICE QUIZ Customer Service Quiz-- True or False? True False 1. Customers are more easily satisfied if their expectations are effectively managed. 2. In responding to a frustrated customer's question, it's a good idea to immediately offer a solution. 3. Most upset customers will calm down if you offer a sincere apology. 4. Staff is the most useful direct source of getting customer feedback. 5. Surveys are the Best way to get the customer feedback. 6. A Satisfied Customer is the best Advertisement 7. If you are facing an abusive customer, you should also display equal level of anger and rude behaviour. 8. While handling the Technical problems of the customers, it is important to explain the solution in a complex technical language to the customer. 9. Market research is one of the best ways to get the customer preferences and data. 10. After resolving a customer complaint, the customer is impressed with your customer service if you contact them to make sure they're satisfied and thank them for their business. Discuss the Answers / quiz outcome with your Trainer to have a better understanding of the concepts. Copyright © 2016, APEX Institute of Education BSBCUS501 MANAGE QUALITY CUSTOMER SERVICE Page | 32 ACTIVITY II CUSTOMER SERVICE ACTIVITY Prepare an 30-45 minutes discussion on any 3 of the following situations highlighting your views & discuss it in a group of 3-4 students. Record the outcome of discussion to prepare a Customer Service Plan on Powerpoint. • Dealing with an extremely irate & insulting customer • Serving or assisting a customer whose language or accent is difficult to understand • If you realize that the customer is wrong, or being unreasonable, how would you convey this to him or her? • If you find out that a currency note that the customer has handed over to you is a fake, and the customer refuses to accept it, how would you deal with the situation? • If a customer shows up with a complicated problem five minutes before you are to leave for the day, what would you do? • If you are faced with a technical product query or difficulty that you aren't well-versed or confident about, what would you do? • If a customer provides you with severely negative feedback or stinging criticism about your service or product, how would you take it? • Do you believe in the statement 'Customer is the king'? What does it mean to you? Copyright © 2016, APEX Institute of Education BSBCUS501 MANAGE QUALITY CUSTOMER SERVICE Page | 33 ACTIVITY III You are the Customer Service Team Leader at a 5 Star Hotel at Hunter Valley, which is the only 5 Star Hotel in the area and a popular destination for your customers and tourists visiting Hunter Valley. A new 5 star Hotel, which is a part of a well known International Chain is opening just across the road opposite your hotel in next 3 months. The new hotel has started advertising with some very lucrative discount schemes and add on packages for the customers travelling to the area, which seem to be better than your hotel schemes. You are required to: 1. Prepare a Customer Service Plan to retain your customers. 2. Highlight 5 strategies you think would be perfect to beat the competition. 3. Introduce some new schemes for new as well as existing customers. 4. Prepare a new Advertising Plan & promotional strategy to match your needs. 5. Prepare a Powerpoint presentation to share your Ideas and plan. Copyright © 2016, APEX Institute of Education BSBCUS501 MANAGE QUALITY CUSTOMER SERVICE Page | 34 Reference 1. Louis White, ‘Vroom, vroom’, Management Today (Australian Institute of Management), April 2008. 2. James Heskett, Thomas Jones, Gray Loveman, W Earl Sasser Jnr and Leonard Schlesinger,’Putting the Service-Profit chain to work’, Harvard Business Review, July-August 2008. 3. ‘Mind the Map’ Management Today (Australian Institute of Management), August 2008. 4. Jeff Bezos, quoted in ‘The institutional Yes’, Harvard Business Review, October 2007 5. Paul Saintilan, ‘Customers-who cares?’,Australian Financial Review, ‘Boss’, February 2005. 6. Richard Florida and Jim Goodnight, ‘Managing for creatively’, Harvard Business Review, July-August 2005. 7. Jan Carlzon, Moments of Truth, Harper & Row, Sydney, 1987. 8. John H Fleming, Curt Coffman and James K Harter, ‘Manage your human sigma’, Harvard Business Review, July-August 2005 9. Dawn lacobucci and Christie Nordhielm, ‘Creative benchmarking’, Harvard Business Review, November 2000 10. The National Complaints Culture Survey 2003,