Publishers Software Publications Pty Ltd (ABN )

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1 Deliver and Monitor a Service to Customers This workbook supports BSBCUS301B Deliver and Monitor a Service to Customers in the Business Services Training Package. Upgraded to BSBCUS301B by Software Publications writing team Copyright Sandra Griffith, 2013 Author: Sandra Griffith ISBN Disclaimer All rights reserved. No part of this publication may be reproduced or transmitted in any form or by any means, electronic or mechanical, including photocopying, scanning, recording, or any information storage and retrieval system, without permission in writing from the publisher, Software Publications Pty Ltd. No patent liability is assumed with respect to the use of the information contained herein. While every precaution has been taken in the preparation of this book, the publisher and the authors assume no responsibility for errors or omissions. Neither is any liability assumed for damages resulting from the use of the information contained herein. These learning materials have been prepared for use as part of a structured vocational education and training course and should only be used within that context. The information contained herein was correct at the time of preparation. Legislation and case law is subject to change and readers need to inform themselves of the current law at the time of reading. Publishers Software Publications Pty Ltd (ABN ) Head office Sydney Unit 10, 171 Gibbes Street Chatswood NSW Published and Printed in Australia Page 2 BSBCUS301B Deliver and Monitor a Service to Customers

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3 Identify and clarify customer needs and Identify customer needs organise a delivery process an order or sales provide product or service information provide technical advice receipt payment refer them to other personnel schedule appointment sell them a product or service take a message You may be required to provide customer service by telephone, face-to-face or electronically using the Internet or . Greeting the customer You may have had the experience of entering a retail store and having a retail assistant approach you almost immediately and then try to assist you to make a purchase. Often the retail assistant in this situation will use a greeting such as, Hi. Is there anything I can help you with? Alternatively, they may say, Hello. Are you looking for anything special today? The usual response by customers is to say, No thanks. I m just looking. Often the customer will then leave the retail store without making a purchase as they feel their browsing is not welcome or they may feel that they are being pressured to make a purchase. Your aim should be: to make the customer feel welcome indicate your availability and eagerness to assist them You can do this by greeting all customers with a smile. This is particularly important when you are busy. Make eye contact with the customer and smile. Let them know that you are aware that they are waiting for your attention. In those cases where you are busy, try to speak to the customer and let them know that you will be with them as soon as possible. Identifying customer needs Before you can offer any assistance, you must understand fully what the customer requires. It is important to remember that you must treat each customer as an individual. This means respecting their individual differences and preferences. Page 14 BSBCUS301B Deliver and Monitor a Service to Customers

4 Identify customer needs Identify and clarify customer needs and The process for identifying customer needs is: greet them develop rapport question them use active listening express empathy give reassurance and confirmation Customers have six basic buying needs relating to the product: Appearance Comfort Durability Economy Performance Safety Kingsley s Basketball Boots Kingsley is a 12 year old Representative Basketball player. He is going shopping with his mother for a new pair of basketball boots. Their buying needs are: Appearance: stylish, match his team uniform. Comfort: ankle strap for extra support Durable: designed for regular use Economy: hardwearing soles, won t need to be replaced until he outgrows them Performance: designed for use on hardwood floors Safety: correct support for growing feet. When you find out which buying needs are most important to your customers, you are able to match these needs to the benefits of your products. For example, a customer s buying need might be for comfort and economy - This doona is filled with wool so therefore will be extremely comfortable. It is also on special this week so it is a great buy! Exercise 2, Identify customer needs Evaluate a product and identify the buying needs that would prompt a customer to buy this particular product. You may wish to base your response on a recent purchase that you have made or assisted a customer to make in your workplace. Product: Appearance Comfort Durability BSBCUS301B Deliver and Monitor a Service to Customers Page 15

5 Identify and clarify customer needs and Identify customer needs Economy Performance Safety Questioning There are three basic types of questions: open question closed question reflective question You will use all three types of questions to gather information from a customer. Encourage customers to talk by using positive language. Once the customer has given you information, you can use open questions to probe for more information. It is essential that you do not appear to be interrogating the customer. Remember, that you must concentrate on listening to the answers that the customer is giving you rather than focusing on thinking of the next question you will ask. Many customer service professionals ask the customer for permission before they begin the process of asking questions to gather information. Page 16 BSBCUS301B Deliver and Monitor a Service to Customers

6 Identify customer needs Identify and clarify customer needs and Case Study: Asking permission to ask questions Occasionally you will be asked to complete a case study either alone or as part of a group. Natalie: Good morning. Central West Visitor Information Service. This is Natalie. May I help you? Customer: Good morning. My name is Christine Johnson. I am a Year 5 teacher at Lucky Valley Public School. I have been given the job of organising an overnight excursion for Year 6 to your area in September. I am hoping you will be able to give me some help in planning a visit to your area we want the children to do some gold panning. Natalie: I would be happy to help you Ms Johnson. September is certainly a great time of year to visit us. Would it be okay if I ask you some questions so that I can work out the best way to help you? Customer: Please, call me Christine. Ask away. I m not quite sure where to start. Open questions Open-ended questions are questions that can t be answered with a yes or a no. Open questions begin with, WHO, WHAT, WHERE, WHEN and HOW. You would typically use open questions to gather information at the beginning of the customer interaction. Open questions are particularly helpful in those cases where you want to: clarify information encourage the customer to continue to talk explore options identify specific behaviours open up additional areas for exploration Activity: Open questions The following table includes examples of questions you may ask to gather information from customers. Consider the purpose of each question and write an example of your own. Purpose Example of question Your example Clarify information Encourage the customer to continue to talk Explore options What made you cancel your previous gym membership? What did you enjoy most about going to the gym? Can you tell me about what you are looking for in a gym membership? BSBCUS301B Deliver and Monitor a Service to Customers Page 17

7 Identify and clarify customer needs and Identify customer needs Identify specific behaviours Open up additional areas for exploration Which days would you be available to come in? What are your thoughts about using a personal trainer? Closed questions Closed questions are those that can be answered with a yes or no, or which give a limited number of responses. Using open questions, you will have identified the customer s needs. You may use closed questions to clarify the information you have been given or to check that the solution that you are thinking of is likely to be acceptable to the customer. Closed questions begin with, WAS, DID, ARE, DO, IS, WILL, WHY. Reflective questions Reflective questions are those you use when you want to show the customer that you have heard what he or she said and check your understanding at the same time. Examples of reflective questions include: So, you would need this delivered on Saturday? You won t be available tonight then? Then you would prefer a pay-by-the-month plan? Case Study: Shopping for the a new sofa The following Case Study demonstrates the use of a range of questions to identify a customer s needs. This Case Study is set in Classy Home Interiors a home décor store that carries a range of decorator items and furniture. Good morning. I love the fabric in those cushions. Let me know if I can be of any assistance. (Customer): Okay. Thanks. (Several minutes later again approaches ). Can I help you with your shopping today? Yes. Please. I don t know where to start. I m happy to help. Are you shopping for a special item? Yes. It is time to replace the sofa in our family room. It put up a valiant effort but our sons have finally got the better of it. Page 18 BSBCUS301B Deliver and Monitor a Service to Customers

8 Identify customer needs Identify and clarify customer needs and I have boys myself. They can be rough on furniture. It is nice to have the opportunity to update your furniture though. I would like to ask you some questions about what you need in a sofa. It will help me to find the best option for you. Is that okay? Sure. I appreciate the help. You said that the sofa is in your family room. Can you tell me about the kind of wear that it gets? We spend a lot of time in the family room. The main television is in there so the kids are on it most nights. They are on it on weekends too if they using one of their electronic games. So it gets quite a lot of use. How many people will need to have a seat? Well, there s my husband and I and the three boys. We look after my niece a lot. Have you any ideas about the colour, style or fabric you would like? Darker colours they re a bit more masculine. Something sturdy. What colours do you have in the room at the moment? The walls are a rich cream and floor is polished timber. They re great colours for a comfortable family room. So if I can show you a sofa with a three seater and a two seater in a robust fabric in a terracotta colour, would that be the kind of thing you are looking for? We have one, where the two-seater is a sofa bed that may be helpful on those nights where your niece sleeps over. That would certainly be a great start. Exercise 3, Open, closed, reflective questions Read the following questions and identify whether you think it is an open, closed or reflective question. Question Your response (Open, closed, reflective) Have you processed Mr Bono s reservation? Where have you sent Mrs Durrant s invoice? Have you received your monthly statement? We will have your book available on Saturday. Will that be okay? BSBCUS301B Deliver and Monitor a Service to Customers Page 19