CRM- ASSIGNMENT- Written Test

Prapti
Learner Name dixit

Course Title CRM

Assessor
Name
Mr.
Gerard
joseph
Mr.
Internal Verifier Gerard 27/06/20
Name joseph Date 24
Unit Number and
Title CUSTOMER SERVICE
Assignment Custom
Title er Service
Outcome
Number(s) Examine the importance of Customer Service.
and
Statement(s)
27/06/2
Date Set 024 Hand In Date 27/06/2024

Your assignment will not be accepted if it does not contain

Instruction the list of
source details of the text material referred to and the
details of the people contacted in accomplishing this
project and the tasks attached.

Explain ways in which the needs of different types of

Purpose/Aim customers are met.
Examine the importance to customers, the employee, and
the organization of exceeding customer expectations.

I confirm that the work submitted for this assignment is my own.

Learner name Prapti dixit

Reference id FIAT/GGT/23-24/33 Date27/06/2024 Batch Code c3
 CRM- ASSIGNMENT- Written Test

Back Ground work:

As an integral part of your Customer Service module, you are required to visit any Customer
service outlet--a shopping mall/an individual vendor/a super market/a daily ‘bazaar’/a restaurant/a
theatre/a travel agency/a ticketing counter of the Railways or Ferry Service or any other service
outlet – In person or Online.

You are required to have a verbal/ virtual chat transaction with the concerned service provider
with or without the purpose to actually purchase, but definitely with the objective to record your
experience in the process as an external customer as well as your observation of the internal
customer behaviour. You will focus on Customer behaviour, the basic needs of a Customer,
Customer Satisfaction and Customer delight aspects including both external and internal
customers. You may record your experience as a brief PPT presentation /MS word write up
presentation in the following format:
 Introduction
 Acknowledgement
 Reference
 Conclusion

On the basis of the above project, you are required to answer the given Questions.

Guidelines: Students to attempt the below questions for getting

PASS/ MERIT/ DISTINCTION
1. Write your responses in the space provided below the questions
2. Review your answers before submitting the Assignment

TIMELINE: You can take upto One Week to submit the Assignments-
 CRM- ASSIGNMENT- Written Test

Question 1. Define Customer and Customer Service. Describe External and

Internal Customer, with examples from the project work. Identify different
types of external customer (PASS)
Ans. CUSTOMERS: A customer can be defined as any person who buys any
goods or services available in the market. The customer is responsible for
the inflow of money, in India many traders and businessmen refer to the
customer as God.

CUSTOMER SERVICE: It can be defined as any additional service that is

provided to the customer after any product or service has been sold.
Outstanding customer service enables a company to retain and create loyal
customers. Customer service is a broad concept. Due to technological
advances, customer service can be provided through telephone, email,
chatbots, or etc.

INTERNAL AND EXTERNAL CUSTOMERS.

1. INTERNAL CUSTOMER: Internal customers are company employees who

consume goods or services that another employee provides. This often
involves relying on someone else within the company for help. For example,
if an employee needs assistance with a computer issue and reaches out to
the IT department for help, that employee becomes an internal customer of
the IT department. Employees, owners and other types of representatives,
like shareholders, may all be internal customers.

2. EXTERNAL CUSTOMER: External customers are the people that pay for and
use the products or services your company offers. To be clear, an external
customer is a person who is not directly connected to your organization other
than by purchasing your product or service. Some common examples can be
a people who go to a retail store to buy groceries, visitors buying tickets at
monuments or parks, the guests that stay in hotels, the diners that eat in
restaurants.
 CRM- ASSIGNMENT- Written Test

TYPES OF EXTERNAL CUSTOMERS

Loyal customers: Customer loyalty means a consumer's devotion to a

company, product line, or brand.

New customers: New customer are those people who had never done a
transaction or purchased any product from the brand-house earlier.

Discount customers: Discount customers are also frequent visitors but they
are only a part of business when offered with discounts on regular products
and brands or they buy only low cost products.

Retaining customers: Customer retention refers to a company's ability to

retain its customers over a specific period. In other words, 'to keep them.

Question2.Demonstrate the methods/strategies used to identify the

customer need. Analyze and discuss the basic needs of a Customer and
present your findings on the same from the project that you have done.
(MERIT)
Ans.
MOVEMENT OF TRUTH: A moment of truth is simply any interaction during
which a customer may form an impression of your brand or product.... The
aim for the user experience designer is to try and ensure that moments of
 CRM- ASSIGNMENT- Written Test

truth have a positive impact on the customer/user impression of the brand or

product. Customers have an expectation that each moment of truth will
provide accurate information and an effortless interaction with an
organization. The challenge organizations face regarding moments of truth is
to identify every possible customer touchpoint and optimize each one,
whether it is a recurring experience, such as sending out a billing statement,
or a one-time communication with a sales representative over the phone.

HOW TO CREATE: To create a moment of truth, you need to give people

information they can't argue with. Things they want, know, or do that are in
opposition to each other. You need to give them truths they can't question
individually but that create a question together.

For example: A customer who reads a review of a mobile device on an

ecommerce site.

Question3. Identify, analyse the bottleneck of customer problem and

implementation of solutions to exceed the customer expectations and
enhance the customer satisfaction. Correlate Customer Expectation,
Customer Satisfaction and further, Customer Delight in the process…How
do you think Customer perception is related to service evaluation?
(MERIT)
Ans. Reliability

Is your organisation able to deliver services consistently, accurately and

on time? Of course, sometimes things go wrong. If you work on a
customer helpline, 'reliability' becomes the measure of how quickly and
effectively you can put things right.

1. Manage customer expectations by explaining honestly what can and

cannot be done. Being open and transparent is the foundation of
 CRM- ASSIGNMENT- Written Test

reliability.

2. Never feel pressured to promise something you are not 100% sure you
can deliver. Declining customer requests is not pleasant, but it will build
trust in the long term because your customers will value your honesty.

Assurance

How much do your customers trust you? If a customer is buying a service

from you this is particularly important because the transaction is built on
the customer's future expectation that you will deliver what you say you
will.

Find out what your customers' real needs are and show that you are
focused on the benefits and outcomes for them.

Ensure that you are giving consistent information to all customers. If

customers hear different things from different people in your
organisation, they will not be assured that they can trust your answer.

Tangibles

Tangibles are the way the customer interacts with your organisation;
through physical spaces as well as your web site, apps, phone lines and
email. If you are a customer service agent, some of these things will be
beyond your control but there is still a lot you can do to make the
customer journey a good experience.

Consider the steps the customer went through to get in touch with you
and how that can impact their mood and expectations. For example,
apologising for waiting time is a respectful thing to do.

Smile, be friendly and interested, show respect. These are all tangible
elements that contribute to a customer's impression of your service.

Empathy

do you customers feel that you care about them as individuals? And
importantly, how do you show them that you care?
 CRM- ASSIGNMENT- Written Test

Empathy means putting the customer at the centre of communication;

you will achieve this by talking less, listening more, and asking effective
questions to ensure you understand.

Listen to the customer's emotions and acknowledge them; a phrase like

"I can hear that you are feeling upset" shows the customer you are
paying attention to their feelings and they have a right to feel that way.

Responsiveness

The whole reason for having customer service is to respond to customer

questions and problems.

So, customers will judge you on how quickly and effectively you do this.

Provide customers with specific deadlines and timelines but always make
sure these are realistic and do-able, otherwise you will undermine their
trust in you.

Manage communications across multiple channels (if your organisation

has them) to make sure you pick up and deal with customer
communications quickly.

FOR EXAMPLE

The model was used in a hotel. In that kind of business the employees
are those, who make the service special. And in hotel almost every
employee has contact with customer, and for sure everyone of them has
impact on quality of service.

Reliability. Every new employee attends training and receives a handbook

describing procedures in the hotel. During next 3 months the new
employee is under observation of manager, who helps him to improve.
Then the new employee becomes full-time employee. There is also
special program for employees to keep their motivation and skills on high
level.

Assurance. Employees are being empowered and motivated to improve

their work, as well as indicate possibilities of improving the processes.
The employees have right to fail, but they have to understand causes of
 CRM- ASSIGNMENT- Written Test

an error and find ways to remove the causes. Managers help employees
to detect and remove the causes.

Tangibles. There are cinema, boutiques, florist shop, bar, pub, restaurants
in the hotel. All of these require to meet the customer's requirements. It
is necessary to invest money to update rooms and facilities. It is
managers duty to determine in advance the requirements of customers
and update rooms before customers spot anything wrong.

Empathy. The employees are taught to not only hear the customer, but
also understand what the customer wants to say. They should apologize
for any situation that is not comfortable for customer and try to find way
out. Employees are trained to see the things using customer's point of
view. Responsiveness. Every managers is required to create a list of
things that they consider exceptional customer service. There are some
things on the list common for all, but the rest is related to

departments. The managers are responsible for keeping high level of

service according to their list.

Question 4. Analyse customer Satisfaction, Customer Delight, and

Customer Retention. (MERIT)
Ans.

1. Customer Satisfaction:
Customer satisfaction refers to the extent to which a customer's
expectations are met or exceeded by the products or services provided
by a business. It is a measure of how well a company's offerings meet or
exceed customer expectations. Customer satisfaction is typically
assessed through surveys, feedback forms, reviews, and other means of
gathering customer opinions.

Key points about customer satisfaction:

 CRM- ASSIGNMENT- Written Test

- Satisfied customers are more likely to make repeat purchases and

recommend the company to others.
- High levels of customer satisfaction can lead to increased customer
loyalty and positive word-of-mouth marketing.
- Monitoring and improving customer satisfaction is crucial for retaining
customers and maintaining a competitive advantage in the market.

2. Customer Delight:
Customer delight goes beyond customer satisfaction. It involves
exceeding customer expectations by providing exceptional and
unexpected experiences that surprise and delight customers. When a
company delights its customers, it creates a positive emotional
connection that can lead to increased loyalty, advocacy, and long-term
relationships.

Key points about customer delight:

- Delighting customers can differentiate a company from its competitors
and create strong brand advocates.
- Companies that consistently delight customers often enjoy higher
customer lifetime value and lower customer churn rates.
- To achieve customer delight, companies must focus on understanding
customer needs, delivering personalized experiences, and consistently
exceeding expectations.

3. Customer Retention:
Customer retention is the ability of a company to keep customers over
time. It is a measure of customer loyalty and the company's effectiveness
in maintaining long-term relationships with its customer base. Customer
retention is crucial for sustainable business growth as it is typically more
cost-effective to retain existing customers than acquire new ones.

Key points about customer retention:

- High customer retention rates indicate that customers are satisfied with
the products or services and are likely to continue doing business with
the company.
- Strategies for improving customer retention include providing excellent
customer service, building strong relationships, offering loyalty programs,
and continuously engaging with customers.
- Customer retention is closely linked to customer satisfaction and
customer delight, as satisfied and delighted customers are more likely to
 CRM- ASSIGNMENT- Written Test

stay loyal to a brand.

Question 5. Assess the different Customer Service skills that you noticed
(external and internal) during your project. Evaluate your own aptitude
towards serving another human being. Demonstrate the customer handling
skills with example in Rater Model (Reliability, Assurance, Tangibles,
Empathy & responsiveness) (DISTINCTION)
Ans.

**External Customer Service Skills:**

1. **Reliability:** This involves delivering on promises consistently.

During the project, I observed team members ensuring timely
responses to customer queries and meeting deadlines without fail.

*Example:* When a customer had a tight deadline for a deliverable, our

team committed to a specific timeline and ensured it was met, thereby
demonstrating reliability.
 CRM- ASSIGNMENT- Written Test

2. **Assurance:** This pertains to the knowledge and courtesy of

employees and their ability to inspire trust and confidence. Team
members exhibited deep knowledge of our product/service and were
able to address customer concerns competently.

*Example:* A customer expressed concerns about the technical aspects of

our product. Our team member patiently explained the functionalities,
reassured the customer, and offered additional support if needed, thus
demonstrating assurance.

3. **Tangibles:** Tangibles refer to the physical appearance of facilities,

equipment, personnel, and communication materials. Although less
applicable in a virtual setting, it can include the professionalism of
online communication tools and the clarity of documentation provided
to customers.

*Example:* Our online platform was designed to be user-friendly with clear

navigation, which customers appreciated. Additionally, our documentation
was comprehensive and easy to follow, enhancing the tangibles aspect of
customer service.

**Internal Customer Service Skills:**

1. **Empathy:** Empathy involves understanding and sharing the

feelings of others. Within our team, I noticed colleagues actively
listening to each other’s concerns and offering support when needed,
fostering a positive work environment.

*Example:* During a team meeting, a colleague expressed frustration over

a technical issue. Another team member empathized with their situation,
offered assistance, and suggested solutions, thereby demonstrating
empathy.

2. **Responsiveness:** This is the willingness to help customers and

provide prompt service. Internally, team members were quick to
respond to requests from colleagues, ensuring smooth workflow and
collaboration.

*Example:* When one team member needed data urgently for a

presentation, another team member promptly provided the required
 CRM- ASSIGNMENT- Written Test

information, demonstrating responsiveness and facilitating efficient

teamwork.

**Personal Aptitude:**

Reflecting on my own aptitude towards serving another human being, I

believe my strengths lie in empathy and reliability. I naturally empathize
with others’ situations, which helps me connect with customers and
colleagues alike. Moreover, I strive to consistently deliver on commitments,
ensuring reliability in my interactions.

*Example:* Recently, a customer expressed frustration over a delayed

shipment. I empathized with their inconvenience, communicated proactively
with updates, and took ownership of resolving the issue promptly, thereby
demonstrating empathy and reliability in customer service.

Question 6. If you were in the place of the service provider that you noticed
in the project, how differently would you render service to your customers?
What changes would you try bringing in and how would you implement the
same? (DISTINCTION)
Ans.
If I were in the position of the service provider based on the observations
from the project, here are the changes and improvements I would consider
implementing to enhance customer service:
 CRM- ASSIGNMENT- Written Test

1. **Enhanced Communication Channels:**

- Implement a more robust and user-friendly customer communication
platform that integrates seamlessly with our existing systems.
- Offer multiple channels for customers to reach us (e.g., chat, email,
phone), ensuring quick response times across all channels.

2. **Proactive Customer Outreach:**

- Establish a proactive customer outreach program to regularly check in
with customers, gather feedback, and address any issues before they
escalate.
- Send personalized messages or emails to customers to inform them
about new features, updates, or tips on optimizing their experience with our
product/service.

3. **Improved Knowledge Management:**

- Develop a comprehensive knowledge base or FAQ section on our website
that addresses common customer queries and provides easy-to-understand
solutions.
- Ensure all customer-facing teams have access to up-to-date information
and training sessions to enhance their product/service knowledge.

4. **Focus on Empathy and Customer Understanding:**

- Conduct empathy training sessions for customer service teams to
improve their ability to understand and address customer emotions and
concerns effectively.
- Implement customer journey mapping exercises to identify pain points
and opportunities for improvement in the customer experience.

5. **Streamlined Processes and Efficiency:**

- Review and streamline internal processes to reduce response times and
improve efficiency in handling customer inquiries and requests.
- Implement automation where feasible, such as automated replies for
common queries or automated updates on order statuses.

6. **Regular Performance Evaluation and Feedback Loop:**

- Establish a regular performance evaluation system for customer service
teams based on metrics like customer satisfaction scores, response times,
and issue resolution rates.
- Use customer feedback surveys and Net Promoter Score (NPS) to gather
insights and continuously improve our service offerings.

**Implementation Approach:**
 CRM- ASSIGNMENT- Written Test

- **Step-by-Step Rollout:** Implement changes gradually to ensure minimal

disruption to current operations while maximizing effectiveness.
- **Cross-Functional Collaboration:** Involve cross-functional teams (e.g., IT,
marketing, operations) to ensure alignment and smooth implementation of
changes.
- **Training and Support:** Provide ongoing training and support to
employees to help them adapt to new processes and technologies.
- **Monitor and Adapt:** Continuously monitor the impact of changes
through metrics and customer feedback. Adapt strategies based on insights
gathered to optimize customer service further.

By focusing on these areas and implementing these changes thoughtfully, I

aim to elevate the overall customer service experience, foster stronger
customer relationships, and ultimately drive satisfaction and loyalty among
our customer base.

Question7. How would you handle an angry customer? Explain with

reasoning. (DISTINCTION)
Ans.
Handling an angry customer requires a structured and empathetic
approach to de-escalate the situation and address their concerns
effectively. Here’s a step-by-step approach along with reasoning for
each step:

1. **Stay Calm and Listen Actively:**

- **Reasoning:** It’s essential to remain calm because emotions
can be contagious. By staying composed, you can prevent the
 CRM- ASSIGNMENT- Written Test

situation from escalating further. Actively listening shows respect

and helps you understand the root cause of the customer’s anger.

2. **Empathize with the Customer:**

- **Reasoning:** Acknowledging the customer’s feelings validates
their emotions and shows that you understand their perspective.
This can help to defuse tension and build rapport. Use empathetic
statements like, “I understand why you’re frustrated.”

3. **Apologize Sincerely, Even if Not at Fault:**

- **Reasoning:** A sincere apology doesn’t necessarily mean
admitting fault but shows empathy and a commitment to resolving
the issue. Apologize for the inconvenience or frustration they’ve
experienced, which can help calm the customer and shift the focus
towards finding a solution.

4. **Ask Clarifying Questions:**

- **Reasoning:** Clarifying questions help you gather more
details about the issue and demonstrate your intent to understand
the situation fully. This shows the customer that you are committed
to resolving their problem rather than dismissing their concerns.

5. **Propose Solutions and Take Action:**

- **Reasoning:** Offer solutions that address the customer’s
concerns. Depending on the situation, this could involve offering a
refund, replacement, or additional support. Taking immediate
action shows your commitment to resolving the issue promptly and
can restore the customer’s confidence in your service.

6. **Follow Up and Ensure Satisfaction:**

- **Reasoning:** After resolving the issue, follow up with the
customer to ensure they are satisfied with the solution provided.
This step reinforces your dedication to customer care and can help
turn a negative experience into a positive one.

**Example Scenario:**

Imagine a customer calls in angrily complaining about a product

they received damaged:
 CRM- ASSIGNMENT- Written Test

- **Step 1:** Stay calm and listen attentively to their concerns

without interrupting.
- **Step 2:** Empathize with their frustration: “I’m truly sorry to
hear about the condition your product arrived in. I understand how
disappointing that must be.”
- **Step 3:** Apologize sincerely: “I apologize for the inconvenience
this has caused you.”
- **Step 4:** Ask clarifying questions: “Could you please describe
the damage so I can better understand the issue?”
- **Step 5:** Propose a solution: “I’d like to arrange a replacement
for you immediately. Would that be acceptable?”
- **Step 6:** Follow up: After resolving the issue, follow up with the
customer to ensure the replacement arrived safely and meets their
expectations.

By following this approach, you demonstrate professionalism,

empathy, and a commitment to resolving the customer’s issue,
which can turn a potentially negative experience into a positive
one. This approach not only addresses the immediate concern but
also strengthens the relationship with the customer, potentially
leading to increased loyalty and positive word-of-mouth.