You are an employee within the Sales Department of one of five ABC stores.  The ABC stores promote and sell sporting goods and apparel, equipment and health foods.  There has been ongoing high staff turnover for the past year, and nobody seems to be doing anything about it.  You have been asked to provide a response in the form of a Customer Service Plan – in other words, what must be done to improve the current situation.

Whilst the store is losing money, business and staff, the other stores are financially propping them up.  However, the managers of the other stores, all of whom are making substantial profits, are beginning to complain as they do not see the situation as acceptable.

This ABC store does not keep adequate supplies and customers consistently complain and go to another competitor in another suburb.  Complaints are regularly received about poor management and their attitude to the current manager. Customers constantly phone Head Office and describe failure in deliveries and poor staff behaviours and attitudes. Internally, the store’s “champion employees” feel demoralised, don’t feel there is any direction and do not want to work for the organisation; they are all looking for other jobs.

Case Study

Please read through and complete the following tasks, which should be fully researched, prior to preparing your plan. You have been requested to prepare a Customer Service Plan with key recommendations to assist an organisation of your choice to:

(a)    Identify needs and priorities of the organisation in delivering services to customers, whilst clearly diagnosing the problems in delivery of customer service;

(b)    Respond to, and report on customer feedback systems/options;

(c)     Design strategies to improve delivery of products and services. Include what strategies and methods could be developed and implemented to improve customer service delivery, stipulating all of the following:

• Budgeting
• Promotion to staff
• Documentation
• Follow up processes

(d)    Ensure all personnel are aware of the principles of customer service;

(e)    Increase sales; and

(f)     Ensure compliance in all customer dealings and engagement.

Identify, list and briefly explain the different corporate policies which businesses use to achieve the above.

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