Deliver and monitor a service to customers

This learner guide supports BSBCUS301B Deliver and monitor a service to customers in the BSB07 Business Services Training
Package.

© Software Publications Pty Ltd, 2014

Author: Kim Aubrey

ISBN 978-1-922241-68-9

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2 © Software Publications Pty Ltd, 2014

THE AIM OF THIS LEARNER GUIDE
The aim of this learner guide is to give you skills and knowledge to successfully complete the
assessment in the following unit of competency.

BSBCUS301B Deliver and monitor a service to customers

This unit describes the performance outcomes, skills and knowledge required to identify
customer needs and monitor service provided to customers. Operators may exercise discretion
and judgement using appropriate theoretical knowledge of customer service to provide technical
advice and support to customers over either a short or long term interaction.

Employability skills
This unit contains employability skills.

Application of the unit

This unit applies to individuals who are skilled operators and apply a broad range of
competencies in various work contexts.

Prerequisites
There are no prerequisites for this unit.

Element Performance criteria Covered on

On completion of this You will know you have achieved this when you can: page
unit you should be able
to:
1. Identify customer 1.1 Use appropriate interpersonal skills to accurately 26–28
needs identify and clarify customer needs and
expectations
1.2 Assess customer needs for urgency to determine 19, 22–25, 35
priorities for service delivery according to
organisational requirements
1.3 Use effective communication to inform 29–33
customers about available choices for meeting
their needs and assist in the selection of
preferred options
1.4 Identify limitations in addressing customer needs 37–38
and seek appropriate assistance from designated
individuals

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Element Performance criteria Covered on
On completion of this You will know you have achieved this when you can: page
unit you should be able
to:
2. Deliver a service to 2.1 Provide prompt service to customers to meet 41–42
customers identified needs in accordance with
organisational requirements
2.2 Establish and maintain appropriate rapport with 43
customers to ensure completion of quality service
delivery
2.3 Sensitively and courteously handle customer 44–48
complaints in accordance with organisational
requirements
2.4 Provide assistance or respond to customers with 49–50
specific needs according to organisational
requirements
2.5 Identify and use available opportunities to 48, 52
promote and enhance services and products to
customers
3. Monitor and 3.1 Regularly review customer satisfaction with 53–54
report on service service delivery using verifiable evidence
delivery according to organisational requirements
3.2 Identify opportunities to enhance the quality of 52
service and products, and pursue within
organisational requirements
3.3 Monitor procedural aspects of service delivery for 53, 55
effectiveness and suitability to customer
requirements
3.4 Regularly seek customer feedback and use to 53
improve the provision of products and services
3.5 Ensure reports are clear, detailed and contain 48, 55
recommendations focused on critical aspects of
service delivery

8 © Software Publications Pty Ltd, 2014

 Section 1

Organisational policies and procedures

The business owner has greeted you at the door of the office and remarked on your impeccable
presentation. She is particularly pleased you took the time to shine your shoes this morning
As you sit down you notice a folder on the desk with your name on it. You are welcomed to the
company and told that today you will be learning what is expected of you as a YouBooks team
member and customer service representative. She tells you that inside this folder are all the
documents you will need to do your job according to the organisation’s requirements.
Before your induction begins you are asked to read this poem.

Remember Me?
I’m the quiet fellow who goes into a restaurant, sits
down patiently and waits while those serving do everything but take my order.
I’m the nice person who goes into a department store
and stands quietly while the salespersons finish their little chit-chat and ignore me.
I’m the sort of person who drives into a petrol station
and never blows the horn or expects the windshield cleaned, or
complains if the attendant spills the petrol.
Yes, you might say I’m a good guy.
But do you know who else I am?
I’m the person who never comes back
It amuses me to see you spending thousands of dollars on
advertising every year to get me back …
when I was there in the first place.
All you had to do was show me a little
courtesy.
(Author unknown)

Exercise 4
Explain what this poem shows you about customer service.
Submit the completed exercise as instructed by your trainer.

Your response was pleasing and the process of your induction begins. Throughout the morning
you are shown the following documents:

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Section 1

YouBooks
YouBooks
Company Information

Company Summary
YouBooks is a family owned bookkeeping business located in Main Street, Smithtown. Customers
who require personalised service away from large accounting businesses use our services.
YouBooks service a wide selection of bookkeeping needs and assist customers both in the
shopfront and off site in the clients’ premises.
Company Ownership
YouBooks is a partnership business owned by Laurie and Loretta Lacey.
Laurie Lacey, the founder and owner received his Bachelor of Business Management from
the University of Smithtown. Throughout university, and full time after graduation, Laurie
worked at TaxTime, beginning his career as a casual taxation agent and eventually becoming
business manager after 2 years service.
Loretta Lacey worked as the receptionist for one and a half years before receiving a promotion
to manager of the customer service department of Accountables Pty Ltd, a huge responsibility
and honour. Between these two very capable people there is over 60 years experience in
bookkeeping organisations.
Personnel Plan
Laurie and Loretta have now retired from client services and concentrate all their time on
marketing and business relations, overseeing the finances, payroll and attending to ensuring
their team maintain the image they want for their business.
Barry Wellington is the head accountant at YouBooks and has worked with Laurie and Loretta
since 1994. His previous experience as a government auditor has given the YouBooks company a
competitive edge in the area of business accountancy services.
Due to a recent retirement we now have a need for a new part time accountant. This person will
assist Barry and learn from him the finer details of YouBooks organisational requirements to
accommodate Barry’s plans for retirement by 2018.
Martin Lacey, the eldest son of Laurie and Loretta, is a graduate of media studies from
Smithtown University and has recently developed a new internet based shopfront for YouBooks.
Martin is employed on a part time basis as the web developer and maintenance person.
Mission
YouBooks’s mission is to provide Smithtown with a wide variety of bookkeeping services and
outstanding customer service. We exist to attract and maintain customers. When we adhere to
this maxim, everything else will fall into place. Our services will exceed the expectations of our
customers.
Customer Guarantee
We guarantee our customers ‘friendly, personalised service for all your bookkeeping needs’.

22 © Software Publications Pty Ltd, 2014

 Section 1

Interpersonal skills
How are customer needs identified?
Every customer has a need that they believe must be satisfied by the sales person, but how do
you establish exactly what you can do to satisfy that need? You communicate … effectively.
These interpersonal communication skills create and build healthy relationships with your
customers. When you communicate you transfer ideas, information and attitudes from one
person to another.
Effective communication and interpersonal skills involve a number of methods:

• speaking
• questioning
• active listening
• clarification methods
• appropriate non-verbal skills
• feedback.
Understanding each of these areas will enable you to clarify your customer needs efficiently,
courteously and with a satisfactory result to both parties.

Speaking
Your voice tells a lot about you. When we listen to someone speak we can intuitively know about
their mood or emotions at that point in time. The perception we have of that person is
generated from those initial moments in the conversation. When you speak to a customer
always:

Speak clearly at a measured pace
Speak in a pleasant tone
Keep your volume appropriate
Many people you deal with may not have English as their
native language and so will need you to speak more slowly
than you would with an English speaking person. Some
people may have hearing difficulties and require speech to
be slower to distinguish between sounds.
Make your voice sound interested, happy, professional and
helpful. Smiling alters the sound of your voice. Did you know
that a smile can be heard? Listen next time you speak to
someone on the telephone and try to hear if they are smiling
when they talk. Vary the tone of your voice appropriately to
indicate changes in the conversation. Monotone voices
indicate boredom and lack of interest in the topic.
Loud voices are annoying and threatening. Soft voices cause
listeners to strain to hear.

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Section 1

Feedback
The basis of communication is the transmission of information between separate parties and the
gathering of feedback from all parties to ensure the information transmitted is understood.
Every time you use one of the skills from the previous pages you are giving feedback to your
customer.

The sender
gives
information
to the
receiver

The feedback The receiver

is transmitted accepts and
to the sender disseminates
who accepts the
and evaluates information
it

The receiver
gives
feedback

Exercise 13
Read the following statements and decide if they are true or false in every customer service
interaction.
1. As long as the customer service representative’s message is conveyed clearly the
communication has been effective.
2. Non-verbal communication is better to use than verbal communication when dealing with
angry customers.
3. If a customer does not maintain eye contact with the customer service representative the
conversation has been a failure.
4. Speaking quietly and hurriedly conveys a sense of urgency to a customer.
5. There is no need to give feedback during a telephone conversation.
6. Feedback should only be given by the customer.
Submit the completed exercise as instructed by your trainer.

34 © Software Publications Pty Ltd, 2014

 Section 2

Quality service delivery

As part of the continuous improvement process a business will assess its staff to determine the
quality of the service delivered to its customers. This involves assessing how well the delivered
service conforms to the client’s expectations.
A quality service delivery includes relationship building, establishing communication, building
trust and resolving potential problems or conflicts. Relationships are built on a base of honesty,
integrity, trust and reliability and are achieved by delivering what has been promised.
Customer needs are also a focus point when assessing if the service delivery satisfies the
customer with a reliable, creditable, quality product.
To know if a customer is happy with the service delivery a business needs to confirm that
information has been exchanged freely between the customer and the customer service
representative. A customer who feels comfortable with the customer service representative will
find it easy to say whether their needs and expectations have been met.
Happy customer relationships will be maintained as long as the service delivery remains high
quality.

Exercise 18
Do you think that quality service delivery is important to internal customers of a business? Give
your reasons.
Submit the completed exercise as instructed by your trainer.

Rapport
When individuals or groups try to understand each other’s feelings or ideas they create a
harmonious relationship. This relationship of harmony initiated by open communication
between the people concerned is known as rapport.
Building a rapport with your customers generates a state of shared connections. On your first
contact with a customer you can work on developing a rapport by actively listening to what the
person is saying and looking for shared experiences or circumstances to speak about. Showing
empathy, that is, demonstrating that you can understand how the other person feels and can
see things from their point of view, will go a long way towards building a mutually beneficial
relationship with a customer.
Although initial conversations can help the customer to relax, most rapport-building happens
through non-verbal communication. Rapport is created subconsciously by matching non-verbal
signals, including body positioning, body movements, eye contact, facial expressions and tone of
voice.
Leave all your judgements behind when establishing rapport. Let go of stereotypes and other
preconceived ideas you have about the customer and concentrate on satisfying the customer’s
request to the best of your ability. If you agree with the customer, be open and say you do. If
you have to disagree, give your reasons before saying you disagree.
Remember that being honest is your top priority. Acknowledging mistakes will help to build
trust. Following up on your promises ensures that integrity is not compromised and
demonstrates the reliability of your service. All of these qualities are the building blocks of
establishing good customer relationships.

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Section 2

Exercise 19
1. In the following examples explain what the customer service representative said that caused
a breakdown in the initial customer relationship building process.
• ‘I’ll find someone to help you so you can tell them your problems again.’
• ‘I don’t think you can afford that one. The discount items are over there.’
• ‘I wouldn’t suggest we handle your case. The last time we had a case like this we had to
work too much overtime and the client just got angry about the bill.’
2. Why do you think customer relationships are important to a business?
Submit the completed exercise as instructed by your trainer.

Customer complaints
Regardless of your best efforts at building positive relationships and providing excellent
customer service, you cannot please all of the people all of the time.
In most cases unhappy customers do not complain to the business because they do not want to
make a scene, or are certain that the business will not be interested in their complaint and they
will waste time trying to get some positive action to rectify their problem. Some people are
afraid to complain. They fear they will not be believed or accused of causing the issue.
The people who do not complain to the business are the people who will simply take their
business elsewhere. They will ruin the reputation of the business as they talk about their bad
experience to their friends and family.
A complaint should not be taken personally, nor should it be seen as negativity.
It is important that businesses encourage their customers to complain as this provides an
opportunity to continuously improve business services and ensure the organisational goals are
met.
A complaint provides opportunities to:
• help customers
• understand customers
• correct procedures
• understand products
• retain customer loyalty
• meet organisational goals.

44 © Software Publications Pty Ltd, 2014

Evidence requirements
Critical aspects of evidence
The following evidence is essential to demonstrate competency in this unit:
• identifying the needs and priorities of customers
• distinguishing between different levels of customer satisfaction
• treating customers with courtesy and respect
• responding to and reporting on, customer feedback
• demonstrating knowledge of organisational policy and procedures for customer service.

You will be assessed by submitting:

• completed exercises from this learner guide
• 1 x written report outlining your recommendations for a customer service scenario
• 1 x review of a report on customer service delivery
• written answers to 20 questions
• or a combination of the above as advised by your trainer/assessor.

Element Performance criteria How will the evidence be

gathered?
1 Identify customer 1.1 Use appropriate interpersonal skills to Exercises 4–9, 10–12 16 and
needs accurately identify and clarify customer 23
needs and expectations Assessment task 1 and 2
1.2 Assess customer needs for urgency to Exercises 1–3, 5, 14, 16 and
determine priorities for service delivery 22
according to organisational Assessment task 1
requirements
1.3 Use effective communication to inform Exercises 3, 9–13
customers about available choices for Assessment task 1
meeting their needs and assist in the
selection of preferred options
1.4 Identify limitations in addressing Exercises 5, 15, 16 and 23
customer needs and seek appropriate Assessment task 1
assistance from designated individuals
2 Deliver a service 2.1 Provide prompt service to customers to Exercises 17 and 22
to customers meet identified needs in accordance Assessment tasks 1 and 2
with organisational requirements
2.2 Establish and maintain appropriate Exercises 18, 19 and 23
rapport with customers to ensure Assessment tasks 1 and 2
completion of quality service delivery
2.3 Sensitively and courteously handle Exercises 20, 21and 23
customer complaints in accordance Assessment tasks 1 and 2
with organisational requirements

62 © Software Publications Pty Ltd, 2014

Element Performance criteria How will the evidence be
gathered?
2.4 Provide assistance or respond to Exercises 22 and 23
customers with specific needs according Assessment tasks 1 and 2
to organisational requirements
2.5 Identify and use available opportunities Exercise 24
to promote and enhance services and Assessment task 1
products to customers
3 Monitor and 3.1 Regularly review customer satisfaction Exercises 25
report on service with service delivery using verifiable Assessment tasks 1 and 2
delivery evidence according to organisational
requirements
3.2 Identify opportunities to enhance the Exercise 24
quality of service and products, and Assessment tasks 1 and 2
pursue within organisational
requirements
3.3 Monitor procedural aspects of service Exercises 25
delivery for effectiveness and suitability Assessment tasks 1 and 2
to customer requirements
3.4 Regularly seek customer feedback and Exercises 25
use to improve the provision of Assessment tasks 1 and 2
products and services
3.5 Ensure reports are clear, detailed and Exercises 25
contain recommendations focused on Assessment tasks 1 and 2
critical aspects of service delivery

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