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BSBCUS501 Manage Quality Customer Service

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  • Course Code: BSBCUS501
  • University: Victoria University
  • Country: Australia


Assume you are the store manager of a fashion retail store. The store is relatively new in this area and you have witnessed that there are several complaints about customer service. These complaints are regarding compliant resolution, complaint records, service quality, prompt service, and customer feedback.

Your task is to prepare a complaint and feedback form for the store to have appropriate recordkeeping and tracking of complaints, returns, requests and feedback.

TASK 1, TASK 2 and TASK 3 is within one organisational context and are in a sequel.


As the store manager of the fashion retail store, you have prepared a form for the store in previous task. In this task you are to develop a customer service charter and a returns procedure for the store.

A customer service charter is really a description of the business that you provide to customers, how it's delivered to those customers, and what are the expected outcomes from a customer's perspective. A customer service charter lists an organisation’s service standards, attitudes and systems that must be in place to guide the customer service effort and the actions of staff.  Sample customer charter 

A returns procedure is step by step guide on how the customer returns will be processed in the store including the recordkeeping and the conditions of the return. Sample returns procedure




Consider yourself as the team leader of the same fashion retail store. As you are aware that we are having several complaints about customer service. For that reason you have previously prepared a complaint and feedback form along with customer service charter and a returns procedure.

Recently you have also witnessed that some complaints about product quality and service quality are not being addressed adequately because no one follows up on the compliant resolution other than you. You are too busy to handle each and every complaint resolution cases. Your manager advised that the organisation is making a policy that the member who takes up on the complaint case is the person responsible for the follow up and resolution process. If they do not have sufficient information or enough authority, they may seek advice from the team leader or the manager or by calling the manufacturer. You felt a bit relieved that you will not have to look into all complaint resolution cases. However, you manager requested you to immediately prepare a “complaints resolution process” in a flow chart so that each and every single customer service associate can follow the procedure.

Draw a flow chart diagram for a complaints resolution process for this fashion retail store. For flowchart symbols, please refer to basic flowchart symbols below to draw the process.




Case Scenario on monitoring teams to meet customer service requirements.

You are a shift supervisor in a call centre where there had been several issues with customer service. The issues are mention in the table below.

Create a customer service plan for this call centre that meets internal and external customer requirements and that should include how you will deal with quality, time and knowledge issues. Describe how you will address the customer issues with your plan of action.



Key Performance Indicators / Service Standards

Current Customer Service Issues and scores of your team

Your plan of action

Customer behaviour and service quality


Always be neatly dressed and well presented.

Wear a name badge that clearly identifies you and/or your role.

Smile to the customer.

Use a friendly tone on the phone - your voice represents the organisation

Several customers not happy with the level of service because:

they cannot identify the person without name badge

they are not being greeted


Score received 5/10



Service time

Answer the call in 2 minutes or forward to another person within 2:30 minutes

Categorise the issue into minor and major issue immediately

Provide the service at the same call if it is a minor issue

Several customers complained that

Their calls are not answered by a staff in 5 -10 minutes

Some minor complaints are not resolved immediately

Score received 4/10


Product knowledge

Gain product knowledge on the products/services that you will service

If knowledge is insufficient, register for next training sessions.

Several customers complained that

The staff lack product knowledge

Score received 3/10






Case Scenario on problem identification and solutions to customer service.

Fly Sydney Airlines operates charter and regular flights to rural Australia departing from Sydney Airport. A large client is Opal Mining Pty Ltd, which uses Fly Sydney’s services on a daily basis. Over recent months, Fly Sydney executives have noticed a reduction in bookings and identified through their information management system that Opal Mining bookings are down more than 50 per cent on the same time last year. An executive sends an email asking for feedback from his Opal Mining booking contact. The aim is to determine if the decrease is due to a service problem that could be addressed in order to regain this business. Opal’s managing director calls the next day to provide personal verbal feedback. On the record of conversation he states: ‘I joined the last crew to go out to our site and was appalled at the level of service given to my staff by your in-flight service personnel. The person in question joked with customers, often appeared to flirt with my men and seemed flippant when discussing the aircraft’s safety procedures’. The conversation ends with Fly Sydney agreeing to investigate and get back to Opal’s executives within the next 24 hours.

Question: Identify the possible underlying service problems that exist at Fly Sydney Airlines. Consider yourself as the customer service team leader of this organisation and demonstrate how you would solve complex customer complaints and system problems of this organisation that lead to poor customer service




Case Scenario on Service Standards and Best Practice Models.

You are the shift manager of a book printing firm where an employee named Janice works in the production department of your firm. Her role involves collating printed documents, binding them and preparing them ready for shipment to the customer. She has no direct contact with the customer and believes that she has no responsibility for quality management. If a mistake in the print run is made, then she is not responsible. Her responsibility is just to take the printed material, collate it, bind it and ship it. Janice has reasonable communication and interpersonal skills. She is friendly and gets along well with her co-workers.

Although Janice prepares the products ready for shipment she does not address them. In fact, if you asked her, she would not be able to tell you who the organisations customers were. As far as she is concerned all the knowledge about customers - who they are and what they actually want – is processed by other people in the organisation. All she does is work on the production line. This means that as far as she is concerned, she has no responsibility for customer service. Other people in the organisation are employed to provide customer service because they are good at it.

Organisational context: You current policy on standards states that every employee is required to have knowledge on customers and products regardless of their position and work area.

a. What is wrong here – with Janice’s attitude and with the organisational system? 

b. What should you do to make Janice more aware of her responsibilities toward the organisations customers?

c. As a manager do you think it is necessary for Janice that she understands that she has a very definite role to play with regard to customer service? Why?


Case Scenario on Customer Service Codes of Practice.

You are the service supervisor at a Medical Insurance company XXY. Sally is a service associate who works within your service team. On one day Sally was working hard at her tasks to complete a transaction for a customer. When she completed this task she indicated with a hand wave to the next customer to come forward to the desk. The next customer was agitated.

They had come into the office with a complaint regarding continued correspondence for a person who no longer resided at the same address. The customer complained that this was the third time they had raised the complaint and none of the staff listened. Further to this the customer complained about the length of time it “always took” to be served, that the communication style of the staff was disrespectful and that chairs should be provided in the waiting area.

The following are some of the core principles of the XXY’s service Code of Practice:

  • Cultural diversity, and cultural competence standards
  • Use of services and treatments having evidence of effectiveness
  • Protection of customer privacy and confidential information
  • Sound governance, service accountability, and responsible use of resources
  • Systematic collection, reporting, analysis, and use of complaint and service data
  • Adherence to professionally-qualified standards of service
  • Complying with all applicable federal and state laws 

a. Do you think Sally is not following the company’s customer service “codes of practice”? Why or why not?

b. As the supervisor, what would you recommend Sally based on the codes of practice? 

c. If you find several other employees doing the same, who would you consult to implement the codes of practice? 

d. Why may a consultation with higher authority needed for this case when many employees are not following the codes?


Case Scenario on Complaints to Ombudsman.

The owner of a small pharmacy contacted Telecom Ombudsman after getting billed more than $8,000 for going over her internet usage limit. Her internet service was bundled with other services, and she had recently upgraded her internet service from dial-up to broadband. The Ombudsman found that your service team members of your organisation had not showed her how to check how much data she was using. The service team also did not warn by text message (which is normally the company’s policy) to her when her internet usage was close to going over the monthly limit.  Furthermore, the employee John who looks after “account suspensions” did not restrict her service (which he was supposed to restrict) when the bill was getting very high. So it revealed that the service team had contributed to the woman’s high bill. The management of your organisation has agreed to lower her bill to how much it would have charged had it taken steps to limit her usage.

As the supervisor of your team, what procedure should you introduce to ensure that all service team members follow the policies of the organisation and avoid these types of complaints?



Case scenario on ensuring service delivery through assistance & support to team

You are the security supervisor for a team of security personnel at an Australian domestic airport. During this holiday season you realised that the number of passengers and travellers have increased drastically.

You also witnessed that customers are bullying security staffs in airports because of the slow service, where there may be as few as half a dozen staff to check in the hundreds of passengers over a very short timeframe.

"Your security team members are subject to abuse on a daily basis from passengers already stressed about making their flight, which is aggravated by the lack of staff and long queues. In fact, one member already left the job recently because the employees couldn’t handle the abuse.

Prepare a draft speech to encourage their emotional state and to inform them that 20 more staff members will be hired to manage the rush hours in the airport.


TASK 10.

You work as the service delivery manager for an online store named “Catch of the Day”. Prepare a service standard for your service team. Include at least 8 points of standards.


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