Learning objectives for Unit 3

Question 1

Distinguish between the terms needs and wants.

Answer 1

Distinguish: Needs is an individual’s basic requirement that must be fulfilled in order to survive, while wants are goods and services that an individual desires.

Needs: Individual’s basic requirement that must be fulfilled in order to survive. (Example: food and shelter)

Wants: Goods and services which an individual desires. (Example: Wishing for the possession of luxury sports cars.)

Question 2

Describe the three levels of customer expectation.

Answer 2

Level 1: Practical expectation

Meeting customers’ practical expectations would be to serve customers with professional competence, equipped with strong product knowledge.

Level 2: Emotional expectation

Emotional expectation relates to how customers are treated by the service providers.
Meeting customers’ expectations in such a way that they are likely to come back.

Level 3: Delightful expectation

Going beyond customers’ expectations and doing more than what they would expect. Hence, customer loyalty is guaranteed because customers are given value beyond their expectations.

Question 3

Describe steps to build rapport with customer

Answer 3

• Rise when customers approach to welcome them and be ready to serve them.
• Make eye contact with the customers.
• Smile and greet customers. Be aware of your facial expressions.
• State your name clearly and introduce yourself:
  “I’m Garreth, the promoter. How may I assist you?”
• Ask customers politely for their names and how they prefer to be addressed. Then address your customer in a friendly tone throughout the conversation.
• Set the customer at ease. Be aware of physical closeness.
• Be attentive when attending to the customer. Nod your head to show that you agree or are on the same wavelength as your customer. Lean forward a little towards your customer to show your interest and your desire to listen to him.
• Tone of voice is an important part of our communication. If you are too quiet and hesitant, customers will conclude nervousness on your part. If it is too loud, too fast and abrupt, they will conclude impatience.
• Thank the customer for doing business with you.
• Express appreciation for interest in the product/service even though he does not buy the product.
• Ask the customer to come back.
• Go the extra mile. The difference between good service and excellent service is the amount of initiative the customer service agent takes to provide more than what the customer expects.

Question 4

Outline the three-types of questioning technique to solicit customer’s need and expectation.

Answer 4

1. Open-ended questions
2. Probing questions
3. Close-ended questions

Question 5

Describe PDPA guidelines and requirements which governs the use of confidential information.

Answer 5

PDPA is defined in the Personal Data Protection Act 2012 (PDPA) as, “data, whether true or not, about an individual who can be identified:

a) from that data

Question 6

Outline the etiquette rules in cross-cultural communications.

Answer 6

1. Maintain good eye contact
2. Avoid excessive movement/fidgeting
3. Keep an open body stance
4. Smile
5. Make use of gestures
6. Learn to use your voice
7. Practice confident handshakes
8. Avoid invading the customer’s space
9. Mirror the customer’s body language

Question 7

Describe the critical service attributes of a service professional.

Answer 7

1. Customer-first mindset
2. Positive attitude
3. Professional competence
4. People orientation
5. Basic respect
6. Resourcefulness
7. Reliability
8. Personalised responsiveness

Question 8

Describe steps to update customer’s feedback/compliments/enquiry onto CRM system.

Answer 8

1. Service cloud basics
2. Chatter
   2.1. Setup Chatter Profile
   2.2 Create Posts, Polls, and Questions
   2.3 Customise Chatter Experience

Question 9

Describe the importance of recording and updating a customer’s response into the CRM system.

Answer 9

There are five main reasons why it is important to record and update customer’s
response, like feedback in the CRM system.

• Gain insight and understand the customers
• Data gathered help in business decision-making
• Help to improve products and services
• Show company value customer’s opinions
• Get a reliable source of information

The end goal is to create a feedback loop. Improving, testing, and asking for
customer’s response again.