According to the anti-discrimination legislation of Australia, it is illegal to discriminate any individuals on the basis of caste, creed, race, age, gender and religion (Ronalds and Raper 2012). This law is applicable in any public or private organizations in Australia. Following this law in the customer service management will help Bounce fitness to prevent discrimination in providing service to the customers. It enables them to provide equal service to every customer irrespective of their social differences. Following this legislation will also improve the goodwill or reputation of Bounce fitness in the market. It will act as the competitive advantage for them in the market.
Australian consumer law promotes the rights of the consumer in any consumer agreements. It protects the consumer’s interest against any unlawful agreements. Grievance management of the consumer is also taken in to consideration in this legislation (Kolivos and Kuperman 2012). This legislation helps Bounce fitness to deal with the consumers in a fair and transparent manner. Services or products of them are being taken care more effectively to adhere with the legislation. It helps Bounce fitness to enhance customer satisfaction and retention.
Ethical principles refer to the fair and transparent organizational policies being followed by the organizations. Following ethical principles promote favorable impact on the customers, employees and other stakeholders of an organization (Weiss 2014). In the case of Bounce fitness, adhering to the ethical principles regarding the customer service management will increase their goodwill among the customers. It will help them to increase the rate of satisfaction and retention of the customers. Positive word of mouth will be generated by following this concept.
Codes of practice are the written and official statement of guidelines for the employees to follow during the course of work in the organization. Rules and regulations to be followed along with maintaining the highest ethical standards are being stated in the codes of practice (Powell and DiMaggio 2012). Codes of practice help Bounce fitness to promote a universal work structure and interface for its employees. It enables them to maintain the same standard and approach in the providing the customer service. Employees get benefited by having the clear and precise idea about what to do and how to do the assigned task adhering with the standard of the organization.
Australian privacy law states that, the private and confidential information of the customers should be maintained with highest priority by the organizations. Customer service department of Bounce fitness will have the data of confidential information of the customers such as, name, age and date of birth. By adhering to the privacy act, Bounce fitness will maintain the privacy of the information of their customers with having zero tolerance policy towards any breaches (Ramanujan et al. 2012). Customer satisfaction will also increase due to this policy.
Financial legislation refers to the maintaining of the fund and accounts of any organization. According to the Australian legislation, organizations should maintain proper framework for fund management and other financial aspects. Adhering with this policy, Bounce fitness will have the fairness and transparency in their operational activities. It will create favorable image among the customers.
According to the work health and safety legislation, all the employees in the organization should be effectively taken care of. They should be provided healthy working environment and employee welfare scheme should be implemented (Johnstone and Tooma 2012). From the perspective of Bounce fitness, adhering with this legislation will help to creating favorable working environment for its employees. It will help to increase the job satisfaction of the employees along with reducing the employee turnover. Motivated and satisfied employees will help to provide more effective and efficient customer service.
With it comes to handling the customer complaints, Bounce fitness strive to maintain highest possible standards (Weiss 2014). Customer service or support is being taken care by a separate department without being the additional responsibilities of the sales team. Fast and accurate grievance management policy is being implemented by them. Job empowerment policy is being implemented for the customer care executives to manage the customer complaints in their own way. Follow-up policy is there to review the effectiveness of the support system provided to the customers.
However, there is always a room for improvement and the potential area for the improvement for Bounce fitness is the communication process. Sometimes, effective communication solves the grievances of the customer. Automated system in the customer management will enable the customers to filter out the unnecessary noise in the communication channel. More effectiveness can be provided to them in terms of good service.
Customer complaint will now be communicated to the higher management. It will helps in monitoring the performance of the customer service executives and identifying their shortcomings. Moreover, communication with the customers from the higher management will create a positive impression and trust among the customers. Higher management will be more effective in providing support to the customers. Thus, customer satisfaction will increase.
Online portal is also being opened to promote effective communication of the customer grievances to the organization. Implementation of the online portal will help the customers to directly communicate with the organization in case of any complaint (Wheeler et al 2013). Readymade solutions will also be provided in the portal.
To undertake effective public relation policy, organizations should implement techniques such as, social media marketing (Black 2013). It is one of the most promising marketing channels for the organizations catering to huge number of audience. It helps in direct communication between the organizations and the customers. Attending public events and sponsoring any social events will helps to reach to a larger audience.
Bounce fitness promotes their products by advertising in different marketing channels. Social media marketing and generation of positive word of mouth is the main drivers of their promotional strategies. Sponsoring is sports events is another way of promoting fitness products.
To deal with diversified base of customers, the most effective way is to have the policy of customization. This concept of customization will help to meet the different requirements of the customers. A single product or service may have alternatives approaches for different customers. Thus, reaching them by promoting the product according to their taste and preference will meet the customer satisfaction levels (Kolivos and Kuperman 2012).
Frontline customer service executives should be given the authority to the extent to which they can resolve the grievances of the customer without depending on their superiors. They are the one who will understand the issue more effectively than others (Kolivos and Kuperman 2012). Thus, authority should be given to them to resolve the issue in their own way.
Black, S., 2013. Practice of public relations. Routledge.
Johnstone, R. and Tooma, M., 2012. Work Health and Safety Regulation in Australia: The Model Act. The Federation Press.
Kolivos, E. and Kuperman, A., 2012. Consumer law: Web of lies-legal implications of astroturfing. Keeping good companies, 64(1), p.38.
Powell, W.W. and DiMaggio, P.J. eds., 2012. The new institutionalism in organizational analysis. University of Chicago Press.
Ramanujan, A., Ibitayo, K.Y., Pogiri, S., Haverkamp, L. and Crews, J.C., Sprint Communications Company LP, 2012. Customer data privacy implementation. U.S. Patent 8,326,767.
Ronalds, C. and Raper, E., 2012. Discrimination law and practice. Federation Press.
Weiss, J.W., 2014. Business ethics: A stakeholder and issues management approach. Berrett-Koehler Publishers.
Wheeler, D.L., Howard, S.H., Russell, M.C., Schwertel, D.L., Jackson, A.C. and Armstrong, N.K., State Farm Mutual Automobile Insurance Company, 2013. Customer feedback system. U.S. Patent Application 14/109,337.