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BSBCUS401B

Coordinate implementation
of customer service
strategies

TRAINER COPY
Assessment Booklet

Copyright 2011
GP Links Wide Bay trading as
Health Industry Training
PO Box 702
HERVEY BAY 4655
Version 2: August 2012

ASSESSMENT COVER SHEET


Unit Code: BSBCUS401B

Unit Title: Coordinate implementation of customer service strategies

Trainer Comments:
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Student Name: ___________________________________________ Student No.: ___________________
Date Due: _____ / _____ / _____

Date Submitted: _____ / _____ / _____

Student Declaration:
I declare that I understand how assessment will take place for this unit. I also understand that work completed
towards this assessment must be verifiably my own.

__________________________________ _____________________________________ ______________


Student Name
Student signature
Date
Trainer Sign-off:
I declare the above named student was assessed by me for the above mentioned unit

__________________________________ _____________________________________ ______________


Trainer Name
Trainer signature
Date

BSBCUS401B Coordinate implementation of customer service strategies


Assessment tool

ASSESSMENT INFORMATION
Competency based assessment
The standards used to determine competency in different industry sectors are developed in conjunction with
the relevant Industry Training Advisory Board (ITAB). These standards are endorsed by government in the
form of specific industry national training packages.
Assessment in a competency based course determines when competency has been achieved. To be
assessed as competent a student must provide evidence that demonstrates they can perform the necessary
skills and performances required including employability skills. To be competent a student is required to
consistently demonstrate the skills, knowledge and performance criteria that are necessary to confidently
complete the work tasks in a normal range of workplace conditions.
The trainer/assessor is responsible for ensuring the evidence gathered by a student is:

Authentic (verifiable the students own work)


Valid (evidence is relevant to the unit of competency)
Reliable (the student consistently meets the requirements of the unit of competency)
Current (reflects the students current capacity to perform the tasks); and
Sufficient (covers all the elements in the unit of competency and addresses the dimensions of competency)

Dimensions of assessment
The dimensions of competency relate to all aspects of work performance and include:
Task skills:

The student must perform the individual skills required to complete a


work activity to the required standards.

Task management skills:

The student must manage a number of different tasks to complete a


whole work activity.

Contingency management skills:

The student must use their problem-solving skills to resolve issues that
arise when performing a work activity.

Job/role environment skills:

The student must perform effectively in the workplace when undertaking


a work activity by working well with all stakeholders and following
workplace policies and procedures.

Access and equity


All workers in the health and community services should be aware of access, equity and human rights issues
in relation to their own area of work. They should develop their ability to work in a culturally diverse
environment.
Trainers and assessors must take into account relevant access and equity issues including the concept of
social inclusion which ensures equitable access to services, to connect with others and to protect an
individuals right to be heard.
Trainers and assessors must ensure the assessment process:

is valid, reliable, flexible and fair


is basis of sufficient evidence
is one which offers valid, authentic and current evidence
includes workplace requirements in a normal range of workplace conditions

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BSBCUS401B Coordinate implementation of customer service strategies


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UNIT INFORMATION
Unit code

BSBCUS401B

Unit title

Coordinate implementation of customer service strategies

Unit descriptor

This unit describes the performance outcomes, skills and knowledge required to
advise on, carry out and evaluate customer service strategies, including the
design of improvement strategies based on feedback.

Employability skills

This unit contains employability skills including communication, teamwork,


problem solving, initiative and enterprise, planning and organising, self
management, learning and technology

Application of the unit

This unit applies to individuals with a broad knowledge of customer service


strategies who contribute well developed skills in addressing customer needs and
problems. They may have responsibility to provide guidance or to delegate
aspects of these tasks to others.

Unit sector or
competency field

None specified

Pre-requisite,
co-requisite or
interdependent
assessment of units

None specified

Context of and specific


resources for
assessment

Assessment must ensure:


access to an actual workplace or simulated environment
access to office equipment and resources
examples of customer complaints, feedback and strategies.

Method of assessment

Assessment may include observation, questioning and evidence gathered from


the workplace or simulated environment, review of systems, records and
reporting procedures to compare changes in customer satisfaction

Critical aspects for


assessment

Evidence of the following is essential:


identifying needs and priorities of the organisation in delivering services to
customers
responding to and reporting on customer feedback
designing strategies to improve delivery of products and services
knowledge of the principles of customer service

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Required skills and


knowledge

Required skills:
literacy skills to read a variety of texts, to prepare general information and
papers, and to write formal and informal letters according to target audience
planning skills to develop implementation schedules
problem-solving skills to diagnose organisational problems relating to
customer services
Required knowledge:
key provisions of relevant legislation from all levels of government that may
affect aspects of business operations, such as:
anti-discrimination legislation
ethical principles
codes of practice
privacy laws
environmental issues
occupational health and safety (WHS)
principles of customer service
organisational business structure, products and services
product and service standards and best practice models

Element

1. Advise on customer

Performance Criteria
1.1

Clarify and accurately assess customer needs using appropriate


communication techniques

1.2

Diagnose problems matching service delivery to customers and develop


options for improved service within organisational requirements

1.3

Provide relevant and constructive advice to promote the improvement of


customer service delivery

1.4

Use business technology and/or online services to structure and present


information on customer service needs

2.1

Ensure customer service strategies and opportunities are promoted to


designated individuals and groups

2.2

Identify and allocate available budget resources to fulfill customer service


objectives

2.3

Promptly action procedures to resolve customer difficulties and complaints


within organisational requirements

2.4

Ensure that decisions to implement strategies are taken in consultation with


designated individuals and groups

3.1

Review client satisfaction with service delivery using verifiable data in


accordance with organisational requirements

3.2

Identify and report changes necessary to maintain service standards to


designated individuals and groups

3.3

Prepare conclusions and recommendations from verifiable evidence and


provide constructive advice on future directions of client service strategies

3.4

Maintain systems, records and reporting procedures to compare changes in

service needs

5. Support
implementation of
customer service
strategies

9. Evaluate and report


on customer service

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BSBCUS401B Coordinate implementation of customer service strategies


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customer satisfaction

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BSBCUS401B Coordinate implementation of customer service strategies


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ASSESSMENT TOOLS
Assessment is conducted throughout the course using different assessment tools including written/oral
assessment, projects, observation, third party reports, simulation/case studies and portfolios. Both skills and
knowledge are assessed in line with the requirements of the Australian Quality Training Framework (AQTF)
and the training package.
Health Industry Training will use different methods of assessment to ensure sufficient evidence can be
gathered to demonstrate a student can perform a task against the specified criteria. Assessment methods
can include:

Questioning: questions asked orally or in a written format. Written questioning is widely used in
competency based assessment to assess a students understanding and knowledge of the task they are
performing.

Projects: are used for relevant units that require students to demonstrate a high level of research and
analytical skills.

Observation: practical demonstration of real work or simulation by the trainer

Third party reports: confirmation of consistent performance by the student to meet key performance
indicators over time and a range of contexts.

Simulation/Case-study: simulation of the workplace to gauge competency. Demonstrated performance


knowledge against a define case study or scenario.

Portfolio: collection of individual pieces of evidence to demonstrate work outputs by the student.
Evidence can be gathered from day to day work, certificated learning and other activities such as past
achievements.

Other assessment activities determined by the trainer could include a range of assessment tools appropriate
for this unit to demonstrate competencies which sufficiently address:

The elements and performance criteria


Critical aspects for assessment
The essential skills and knowledge
The context and consistency of the assessment requirements
The relevant employability skills

Recognition of Prior Learning


Recognition of Prior Learning (RPL) is a formal recognition of your current skills and knowledge you have
achieved outside the education and training system. RPL takes into account any previous formal study, work
and life experience and then assesses this against the elements of competency to determine if you can
receive credit toward a qualification. Students seeking recognition can apply by contacting the Manager
Health Industry Training at the commencement of study.
Credit Transfer
Students who have completed a formal unit within their intended qualification with another Registered
Training Organisation (RTO) may be able to apply for a credit transfer or exemption. A certified copy of the
original documentation must be provided when applying for a credit transfer.

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ASSESSMENT INSTRUCTIONS
Assessment format and layout
All assessments must be:

Typed in Arial 12, single spacing with headings in bold


Header and Footer to be inserted in each page. Header to include unit code and title. Footer to include
student name and page number
All work must be referenced throughout the assessment. Referencing should include author and year of
publication and website address (if applicable). There are many referencing guides available on the
Internet to assist students.

Plagiarism
Plagiarism is the act of representing as one's own original work the creative works of another, without
appropriate acknowledgment of the author or source. In all written work submitted for assessment you must
show the sources for your material. The principle is that whenever submitted material is not your own original
work this must be referenced to acknowledge the authors work.
It is expected that when a student submits an assessment that it is the independent work of that student and
they have written it in their own words. If a student has plagiarised another persons work they will be asked
to resubmit their assessment. Plagiarism can lead to instant dismissal.
Submission
All assessments must be submitted in the format described. A date for submission will be set by the trainer.
Assessments must be submitted on or before this date or an extension must be granted by the trainer.
The assessment cover sheets must be detached from the assessment booklets and attached to the front of
each assessment. All sections of the cover sheet must be completed by the student prior to submission of
assessment. The bottom section of the assessment cover sheet will be retained by the trainer.
Resubmitting assessments
If a student is marked not competent they will be provided with an alternative assessment for completion to
be able to demonstrate competency. An assessment resubmission should be treated as the original
assessment with all principles applying.

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ASSESSMENT BSBCUS401B Coordinate implementation of customer


service strategies
In your own words, answer the following questions. To be marked as competent in this unit, you must provide
sufficient responses to each question. Bullet points must only be used where applicable eg: if the question
asks you to list, name or give examples.
Questions
1. Is it only the product/ service quality or does the companys organisational structure contribute to the
marketability and the market success of products/ services? Explain your answer.
In many cases the organisational structure and the support for employees makes a huge contribution to the
quality of the product / service offered. Employees take pride in their work because they feel valued and
valuable. They believe in the integrity of the company and its product, therefore, strive to constantly meet and
improve the required standards.
Answer should take into consideration:
company and product (brand) image
product service bundles
employee satisfaction
management structures which empower workers
ethical business practice and sustainability - related to both internal and external customers
interactions with other stakeholders
work Health and Safety (WHS)
workplace cultures which support change and encourage customer focus
2. Is it possible for an organisation to provide excellent customer service without every employee having a
job feel makes a real contribution? Explain your answer.
No. If employees are not aware that everything they do must support organisational outcomes of high levels
of customer satisfaction, then they will not focus on the provision of both internal and external customer
service excellence. Poor internal customer service must necessarily result in lower standards of external
customer service.
3. Explain what you think constitutes good customer service, i.e. the principles of customer service.
Answer should indicate understanding of the fact that good customer service is largely dependent on attitude
- the acceptance that customers are necessary for business income and that to provide good service,
personnel must be empathetic, friendly (but not overbearing), have excellent product knowledge,
communicate well and have high level interpersonal skills. They must be warm, interested and informative.
Service begins with the first contact and ends only when the customer is satisfied.
Good service for external customers is dependent on good service for internal customers and other members
of the supply chain.
4. There is a variety of legislation that can impact on different aspects of a business and on the ways in
which an organisation provides customer service. Make a list of the different types of legislation that
apply to the business.
Could include:
anti-discrimination legislation
equal employment opportunity
fair trading
privacy
telecommunications Act
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environmental protection
WHS
taxation

5. In what ways might feedback, about how customers perceive you and the service you are providing, be
collected from customers and why is this feedback necessary?
Dependent on organisation, its customers and on participant's experience and perception, however, written
surveys, telephone surveys, face-to -face interviews, observation, feedback at the time of the sale etc can be
used.
It is necessary to collect and to analyse customer feedback so that issues or problems can be identified and
resolved. Positive feedback will help to reinforce good service procedures and strategies that produce good
results and can be exploited and expanded on.
If you do not collect feedback from customers you will not know how they perceive the organisation and its
products, services and product/ service bundles. It will be difficult to make accurate assessments of customer
satisfaction.
6. How would the process of obtaining feedback from internal customers differ from the process of obtaining
feedback fro external customers and why is feedback from internal customers necessary?
The basic process does not differ, however, internal customers might be more accessible and in a position to
provide feedback more often and consistently.
Feedback from internal customers will enable assessment of systems and procedures. If systems and
procedures are not functioning as they should, then internal customers will not receive high service levels.
There will be dissatisfaction, bottlenecks and production issues. These will be reflected in the product and
service quality provided to external customers.
7. Explain how you think technology contributes to improved customer service. Give specific workplace
examples.
It is possible to use current technology such as electronic communication devices and processes, that is,
internet, intranet, telephony equipment, printing equipment, software packages, enterprise systems
(networks), web pages and email, to support customer service procedures; to record and store customer
information, to manipulate and analyse data; to aid in the provision of information about legislation,
benchmarking, best practice and to contribute to the customer service training that employees require.
Effective use of technology will help maximise performance and ensure that communication between the
various levels of the organisation is effective and reliable.
Examples might relate to:
collection of sales data (POS)
the design of survey instruments
collection and collation of survey data
communication with both internal and external customers
record keeping
storage of data
formatting and printing of reports etc
8. Evaluation of current service statistics shows that there is a need to design strategies to improve delivery
of products and services. With whom should you consult and why would you consult with these
individuals or groups?

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Consultation and reporting procedures will be dependent on the industry sector and organisation in which
participants work.
Consultation should, however, include:
employees who work directly with external customers
internal customers and suppliers
prospective customers
other members of the supply chain
other stakeholders
Consultation with customers, employees and other stakeholders should enable a balanced and realistic
evaluation of the organisation's image and its current product/ service acceptance. it will enable a wide range
of inputs into improvement processes. This might generate ideas that would not normally be considered if the
consultation range is too limited. It will also make the people being consulted feel valued and valuable.
To be marked competent in this unit, students must answer response to all points in the project. Answers
must be comprehensive, detailed, demonstrate appropriate research procedures and be supported by
suitable references.
Project
Scenario
The ABC manufacturing Company is a large, Australian company, based in Sydney. It has been operating for
approximately 17 years. It manufactures good quality products which are exported to all states. It has a
regular line of supply to a well established group of customers.
However, the CEO is concerned and has called a meeting of department heads and on-line managers.
Business has been dropping and budgetary targets will not be met if something is not done quickly.
Operations and production levels are fine. Product quality is good and meeting specifications. Yet sales
have dropped. You have been called together to identify and solve the problem/s. How will you go about it?
There are 2 obvious problems here. You will need to address the possibility of both and indicate possible root
causes for each.
In finding a solution to the problems, you will need to consider:

Markets and market segments


Customers their needs, wants and expectations and your methods of determining them
Customer focus and what that means
Competition
Promotion and advertising promising and delivering
In-house attitudes towards customers training in customer service
Service levels and styles
Customer feedback and complaints management processes and procedures for managing, recording
and using customer complaints and suggestions as part of the continuous improvement process
The impact of internal and external change factors
Any other factors you consider to be relevant

Explain how and why you think these problems have arisen and write a proposal, to be presented to the CEO
outlining:
What the problems are and how you believe they can be overcome.
Your proposal should include:
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A description of the problem/s


A list of options or alternatives for solving them
A description of the processes used to generate these alternatives

A suggested course of action based on the best options outlined


Strategies for resolving the issues, and justification of those strategies
Any costs involved
The personnel who should be involved, and their roles
The expected outcomes of the interventions
A statement of the likely outcomes if the interventions are not implemented
Any relevant legislation

Problems:
1. Poor monitoring and evaluation early identification of problems did not occur.
2. The CEO is trying to shift the blame and responsibility onto department heads by asking Wow will you go
about it (solving the problem)?'
Other problems re/ate to processes, communication, relationship building, trust, cooperation, consultation
and support.
Solutions should re/ate to:
markets and market segments
customers - their needs, wants and expectations and your methods of determining them
customer focus and what that means
competition
promotion and advertising - promising and delivering
in-house attitudes toward customers - training in customer service
service levels and styles
customer feedback and complaints management processes and procedures for managing, recording and
using customer, complaints and suggestions as part of the continuous improvement process
the impact of internal and external change factors
any other factors you consider to be relevant
Project 2
We should encourage our customers to complain!
Explain what this statement means, how it should be applied, why it should be applied and why a policy of
encouraging customer complaints would benefit your organisation, or indeed, any other organisation.
Customer complaints are the means by which you can measure customer satisfaction - outcomes.
Answer should include demonstrated understanding of the need to identify customer needs, wants and
expectations, to build products/ services around those needs and expectations. It should include descriptions
of the procedures that should be followed when listening to and actioning customer complaints. The reasons
for the actions that will be taken and the benefits of such actions should be explained.
In the answer, participants should explain that customer complaints point to improvement needs.
Encouraging customers to complain means that you make it possible for them to do so without fear of being
denigrated or abused. They know that their complaints will be taken seriously and resolved as quickly as
possible.

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If you do not encourage customers to complain you will not know what you are doing wrong (never assume
that just because you are not hearing the complaints everything is going well), or, for that matter, right.

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