CRM- ASSIGNMENT- Written Test

Learner Name
Bhumika Mishra
Course Title
Aviation, Hospitality and Travel management

Miss:Deep
shikha
Assessor Name Dutta

Internal Verifier Name Date 27/05/2025

Unit Number and TitleCUSTOMER SERVICE
Assignment Title Customer Service
Outcome
Number(s) Examine the importance of Customer Service.
and Statement(s)
Date Set Hand In Date

Instruction Your assignment will not be accepted if it does not contain the list of
source details of the text material referred to and the details of the
people contacted in accomplishing this project and the tasks attached.

Purpose/Aim Explain ways in which the needs of different types of customers are met.
Examine the importance to customers, the employee, and the
organization of exceeding customer expectations.

I confirm that the work submitted for this assignment is my own.

Learner name Bhumika mishra

Reference id FIAT/CGR/24-25/114 Date 27/05/2025 Batch Code R4

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Back Ground work:

As an integral part of your Customer Service module, you are required to visit any Customer
service outlet--a shopping mall/an individual vendor/a super market/a daily ‘bazaar’/a restaurant/a
theatre/a travel agency/a ticketing counter of the Railways or Ferry Service or any other service
outlet – In person or Online.

You are required to have a verbal/ virtual chat transaction with the concerned service provider
with or without the purpose to actually purchase, but definitely with the objective to record your
experience in the process as an external customer as well as your observation of the internal
customer behaviour. You will focus on Customer behaviour, the basic needs of a Customer,
Customer Satisfaction and Customer delight aspects including both external and internal
customers. You may record your experience as a brief PPT presentation /MS word write up
presentation in the following format:
 Introduction
 Acknowledgement
 Reference
 Conclusion

On the basis of the above project, you are required to answer the given Questions.

Guidelines: Students to attempt the below questions for getting PASS/ MERIT/ DISTINCTION
1. Write your responses in the space provided below the questions
2. Review your answers before submitting the Assignment

TIMELINE: You can take upto One Week to submit the Assignments-
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Question 1. Define Customer and Customer Service. Describe External and Internal Customer,
with examples from the project work. Identify different types of external customer (PASS)
Ans. Customer and Customer Service
Customer:
A customer is an individual or organization that purchases or uses a product or service. They are
the end-users or beneficiaries of the product or service.

Customer Service:
Customer service refers to the support and assistance provided to customers before, during,
and after a purchase or interaction with a product or service. Its goal is to ensure customer
satisfaction, build trust, and foster loyalty.

External and Internal Customers

External Customers:
External customers are individuals or organizations outside the company that purchase or use
its products or services. They are not employees of the company.

*Examples:*

- A person buying a product from a retail store (Image: A customer shopping in a store)
- A company purchasing raw materials from a supplier (Image: A business-to-business
transaction)
- A patient visiting a hospital for treatment (Image: A patient receiving medical care)

Internal Customers:
Internal customers are employees or departments within the same organization that rely on
others to perform their tasks or provide services.

*Examples:*

- A marketing team relying on the design department to create promotional materials (Image: A
marketing team collaborating with designers)
- A customer service representative seeking information from the product development team
(Image: A customer service rep discussing with product developers)
- A production team depending on the procurement department for raw materials (Image: A
production team receiving materials from procurement)
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Types of External Customers

Some common types of external customers include:

1. *End-users*: Individuals who directly use the product or service (Image: A person using a
product)
2. *Business clients*: Companies or organizations that purchase products or services for their
operations (Image: A business meeting)
3. *Wholesalers/Distributors*: Intermediaries who buy products in bulk and sell them to
retailers or other businesses (Image: A warehouse or distribution center)
4. *Retail customers*: Individuals who buy products from retail stores or online marketplaces
(Image: A customer shopping online)
5. *Government agencies*: Government departments or organizations that purchase products
or services for public use or infrastructure projects (Image: A government building or official)

These categories highlight the diversity of external customers and the need for tailored
approaches to meet their unique needs and expectations.

Question2.Demonstrate the methods/strategies used to identify the customer need. Analyze

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and discuss the basic needs of a Customer and present your findings on the same from the
project that you have done. (MERIT)
Ans. Identifying Customer Needs: Methods and Strategies
To effectively meet customer expectations, businesses must first identify their needs. Here are
some methods and strategies used to identify customer needs:

1. Surveys and Questionnaires

Conducting surveys and questionnaires helps gather direct feedback from customers about
their preferences, expectations, and pain points.

2. Interviews
One-on-one interviews with customers provide in-depth insights into their needs, motivations,
and behaviors.

3. Focus Groups
Focus groups involve gathering a small, diverse group of customers to discuss their needs and
opinions in a facilitated setting.

4. Social Media Listening

Monitoring social media platforms helps businesses understand customer sentiments,
concerns, and preferences in real-time.

5. Customer Feedback Forms

Collecting feedback through forms on websites, apps, or in-store helps identify areas for
improvement and understand customer satisfaction levels.

6. Market Research
Conducting market research involves analyzing industry trends, competitor strategies, and
customer behavior to identify emerging needs and opportunities.

Basic Needs of a Customer

Customers typically have several basic needs that businesses should address:

1. Quality Products/Services
Customers expect products or services that meet their expectations in terms of quality,
functionality, and performance.

2. Responsive Customer Service

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Customers need timely and helpful support to resolve issues, answer questions, or address
concerns.

3. Personalization
Customers appreciate personalized experiences that cater to their individual preferences and
needs.

4. Transparency and Trust

Customers value transparency in business practices, pricing, and communication, which helps
build
[5/27, 00:05] Meta AI: Identifying Customer Needs: Methods and Strategies
To effectively meet customer expectations, businesses must first identify their needs. Here are
some methods and strategies used to identify customer needs:

1. Surveys and Questionnaires

Conducting surveys and questionnaires helps gather direct feedback from customers about
their preferences, expectations, and pain points.

2. Interviews
One-on-one interviews with customers provide in-depth insights into their needs, motivations,
and behaviors.

3. Focus Groups
Focus groups involve gathering a small, diverse group of customers to discuss their needs and
opinions in a facilitated setting.

4. Social Media Listening

Monitoring social media platforms helps businesses understand customer sentiments,
concerns, and preferences in real-time.

5. Customer Feedback Forms

Collecting feedback through forms on websites, apps, or in-store helps identify areas for
improvement and understand customer satisfaction levels.

6. Market Research
Conducting market research involves analyzing industry trends, competitor strategies, and
customer behavior to identify emerging needs and opportunities.
 CRM- ASSIGNMENT- Written Test

Basic Needs of a Customer

Customers typically have several basic needs that businesses should address:

1. Quality Products/Services
Customers expect products or services that meet their expectations in terms of quality,
functionality, and performance.

2. Responsive Customer Service

Customers need timely and helpful support to resolve issues, answer questions, or address
concerns.

3. Personalization
Customers appreciate personalized experiences that cater to their individual preferences and
needs.

4. Transparency and Trust

Customers value transparency in business practices, pricing, and communication, which helps
build trust and loyalty.

5. Convenience
Customers seek convenient and efficient ways to interact with businesses, including easy
purchasing processes and hassle-free returns.

Project Findings
In a hypothetical project, let's say we conducted surveys and interviews with customers of an e-
commerce platform. Our findings might include:

- *Quality Products*: Customers prioritize product quality, with 80% of respondents indicating
that product quality is the most important factor in their purchasing decisions.
- *Responsive Customer Service*: 70% of customers reported that responsive customer service
is crucial in building trust and loyalty.
- *Personalization*: 60% of customers prefer personalized product recommendations based on
their purchase history and preferences.
- *Transparency and Trust*: 90% of customers value transparent pricing and communication,
with clear information about product availability, shipping, and returns.
- *Convenience*: 85% of customers prioritize convenient payment options, fast shipping, and
hassle-free returns.
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These findings would inform strategies to improve product quality, enhance customer service,
personalize experiences, build trust through transparency, and optimize convenience features.

By understanding and addressing these basic customer needs, businesses can improve
customer satisfaction, build loyalty, and drive long-term growth.

Question3. Identify, analyse the bottleneck of customer problem and implementation of

solutions to exceed the customer expectations and enhance the customer satisfaction.
Correlate Customer Expectation, Customer Satisfaction and further, Customer Delight in
the process…How do you think Customer perception is related to service evaluation?
(MERIT)
Ans. Identifying and Analyzing Bottlenecks in Customer Problems
To improve customer satisfaction and exceed expectations, businesses must identify and
address bottlenecks in the customer experience. Here's a step-by-step approach:

1. Identify Bottlenecks
- Analyze customer feedback, complaints, and reviews to pinpoint areas of difficulty or
frustration.
- Use metrics such as wait times, resolution rates, and customer effort scores to identify
pain points.

2. Analyze Root Causes

- Investigate the underlying reasons for bottlenecks, such as inadequate staffing, inefficient
processes, or lack of resources.
- Gather insights from customers, employees, and data analysis to understand the root
causes.

3. Implement Solutions
- Develop and implement solutions to address bottlenecks, such as:
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- Process improvements
- Additional training for staff
- Technology upgrades
- Increased resources or staffing

Exceeding Customer Expectations and Enhancing Satisfaction

To exceed customer expectations and enhance satisfaction, businesses should:

1. Understand Customer Expectations

- Clearly understand customer needs, preferences, and expectations through feedback,
surveys, and market research.
- Set realistic expectations through transparent communication.

2. Deliver on Promises
- Meet or exceed customer expectations by delivering high-quality products or services.
- Ensure consistency in service delivery.Identifying and Analyzing Bottlenecks in Customer
Problems
To improve customer satisfaction and exceed expectations, businesses must identify and
address bottlenecks in the customer experience. Here's a step-by-step approach:

1. Identify Bottlenecks
- Analyze customer feedback, complaints, and reviews to pinpoint areas of difficulty or
frustration.
- Use metrics such as wait times, resolution rates, and customer effort scores to identify
pain points.

2. Analyze Root Causes

- Investigate the underlying reasons for bottlenecks, such as inadequate staffing, inefficient
processes, or lack of resources.
- Gather insights from customers, employees, and data analysis to understand the root
causes.

3. Implement Solutions
- Develop and implement solutions to address bottlenecks, such as:
- Process improvements
- Additional training for staff
- Technology upgrades
- Increased resources or staffing
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Exceeding Customer Expectations and Enhancing Satisfaction

To exceed customer expectations and enhance satisfaction, businesses should:

1. Understand Customer Expectations

- Clearly understand customer needs, preferences, and expectations through feedback,
surveys, and market research.
- Set realistic expectations through transparent communication.

2. Deliver on Promises
- Meet or exceed customer expectations by delivering high-quality products or services.
- Ensure consistency in service delivery.

3. Add Value
- Surprise and delight customers with unexpected benefits, such as personalized offers or
loyalty rewards.
- Anticipate and address customer needs proactively.

Customer Expectation, Satisfaction, and Delight

1. Customer Expectation
- Customers have certain expectations about the quality, functionality, and delivery of
products or services.
- Meeting these expectations is the minimum requirement for customer satisfaction.

2. Customer Satisfaction
- Customer satisfaction occurs when expectations are met or exceeded.
- Satisfied customers are more likely to become loyal and advocate for the brand.

3. Customer Delight
- Customer delight occurs when expectations are exceeded, and customers experience a
positive emotional response.
- Delighted customers are more likely to become loyal advocates and drive positive word-
of-mouth.

Correlation between Customer Expectation, Satisfaction, and Delight

The relationship between customer expectation, satisfaction, and delight can be
represented as follows:
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- *Expectation*: The minimum requirement for customer satisfaction.

- *Satisfaction*: Occurs when expectations are met or exceeded.
- *Delight*: Occurs when expectations are exceeded, and customers experience a positive
emotional response.

Customer Perception and Service Evaluation

Customer perception plays a significant role in service evaluation. Customers evaluate
services based on their perceptions of:

1. Quality
- The quality of the service, including its effectiveness and realibility.
2.Value
-The value received in relation to the cost effective and time invested.
3.Experience
-The overall experience including interactions with staff,processes and physical
improvement.

Customer perception influences their satisfaction and loyalty,making it essential for

business to understand and manage customer perceptions effectively.
By identifying and understanding bottlenecks, exceeding customer expectationsand
understanding the correlation between Customer expectations, satisfaction and delight,
businesses can enhance customer satisfaction and drive long term loyalty.

Question 4. Analyse customer Satisfaction, Customer Delight, and Customer Retention.

(MERIT)
Ans. Analyzing Customer Satisfaction, Customer Delight, and Customer Retention
Customer Satisfaction
Customer satisfaction occurs when a customer's expectations are met or exceeded. It's a
crucial aspect of business, as satisfied customers are more likely to:
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- Return for repeat business

- Recommend the brand to others
- Leave positive reviews

Customer Delight
Customer delight occurs when a customer's expectations are exceeded, and they
experience a positive emotional response. Delighted customers are more likely to:

- Become loyal advocates

- Drive positive word-of-mouth
- Increase their spending with the brand

Customer Retention
Customer retention refers to the ability of a business to retain its customers over time. It's
a key metric, as retaining customers is often more cost-effective than acquiring new ones.
Customer retention is influenced by:

- Customer satisfaction
- Customer delight
- Quality of products or services
- Customer support and service

Relationship between Customer Satisfaction, Delight, and Retention

The relationship between these three concepts can be summarized as follows:

- *Customer Satisfaction*: Meets customer expectations, leading to repeat business and

positive word-of-mouth.
- *Customer Delight*: Exceeds customer expectations, leading to loyalty and advocacy.
- *Customer Retention*: The outcome of satisfying and delighting customers, leading to
long-term loyalty and business growth.

By focusing on customer satisfaction, delight, and retention, businesses can build strong
relationships with their customers, drive loyalty, and ultimately achieve long-term success.
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Question 5. Assess the different Customer Service skills that you noticed (external and
internal) during your project. Evaluate your own aptitude towards serving another human
being. Demonstrate the customer handling skills with example in Rater Model (Reliability,
Assurance, Tangibles, Empathy & responsiveness) (DISTINCTION)
Ans. Customer Service Skills Assessment
During my project, I observed and evaluated various customer service skills, both external and
internal. Here's a breakdown of the skills I assessed:

External Customer Service Skills:

1. *Communication*: Clear and effective communication is crucial in resolving customer issues
and providing excellent service.
2. *Empathy*: Understanding and acknowledging customers' feelings and concerns helps build
trust and rapport.
3. *Problem-solving*: Ability to resolve issues efficiently and effectively is essential in customer
service.
4. *Product knowledge*: Having in-depth knowledge of products or services enables customer
service
Customer Service Skills Assessment
During my project, I observed and evaluated various customer service skills, both external and
internal. Here's a breakdown of the skills I assessed:
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External Customer Service Skills:

1. *Communication*: Clear and effective communication is crucial in resolving customer issues
and providing excellent service.
2. *Empathy*: Understanding and acknowledging customers' feelings and concerns helps build
trust and rapport.
3. *Problem-solving*: Ability to resolve issues efficiently and effectively is essential in customer
service.
4. *Product knowledge*: Having in-depth knowledge of products or services enables customer
service representatives to provide accurate information and solutions.

Internal Customer Service Skills:

1. *Collaboration*: Working effectively with internal teams and stakeholders to resolve issues
and provide support.
2. *Active listening*: Paying attention to colleagues' needs and concerns to provide timely and
relevant support.
3. *Adaptability*: Being flexible and adaptable in responding to changing priorities and needs.

Self-Assessment of Aptitude towards Serving Others

Upon reflection, I recognize the importance of serving others with empathy, understanding,
and a customer-centric approach. I strive to:

1. *Listen actively*: Pay attention to customers' needs and concerns.

2. *Respond promptly*: Address customer inquiries and issues in a timely manner.
3. *Provide solutions*: Offer effective solutions and alternatives to meet customer needs.

Customer Handling Skills Demonstration using the RATER Model

The RATER model is a framework for evaluating customer service, focusing on:

1. *Reliability*: Delivering on promises and commitments.

2. *Assurance*: Building trust and confidence through expertise and communication.
3. *Tangibles*: Providing a positive physical and sensory experience.
4. *Empathy*: Understanding and acknowledging customers' feelings and concerns.
5. *Responsiveness*: Responding promptly and effectively to customer needs.

Here's an example of customer handling skills using the RATER model:

*Scenario:* A customer contacts the support team with an issue regarding a delayed
shipment.
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*Reliability*: "I apologize for the delay, and I'm here to help you track your shipment. Can you
please provide me with your order number?"

*Assurance*: "I understand how frustrating this must be for you. I'll do my best to resolve the
issue and provide you with an update on your shipment status."

*Tangibles*: "While I'm working on resolving the issue, would you like me to provide you with
a prepaid return label in case the shipment doesn't arrive on time?"

*Empathy*: "I can imagine how inconvenient this must be for you. I'm here to listen and help
in any way I can."

*Responsiveness*: "I'll escalate the issue to our shipping team and get back to you within the
next 24 hours with an update. If there's anything else I can assist you with in the meantime,
please don't hesitate to reach out."

By using the RATER model, customer service representatives can provide a comprehensive and
effective solution to customer issues, ensuring a positive experience and building trust and
loyalty.

Question 6. If you were in the place of the service provider that you noticed in the project,
how differently would you render service to your customers? What changes would you try
bringing in and how would you implement the same? (DISTINCTION)
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Ans. Rendering Service Differently

If I were in the place of the service provider, I would render service differently by focusing on
the following key areas:

1. Personalization
- Use customer data and feedback to provide personalized solutions and recommendations.
- Address customers by name and tailor interactions to their preferences and needs.

2. Proactive Approach
- Anticipate customer needs and concerns, and address them proactively.
- Offer solutions and alternatives before customers ask for them.

3. Empathy and Understanding

- Train customer service representatives to be empathetic and understanding.
- Encourage active listening and acknowledge customers' feelings and concerns.

4. Omnichannel Experience
- Provide a seamless experience across all touchpoints, including phone, email, chat, and social
media.
- Ensure consistency in communication and service delivery.

5. Continuous Improvement
- Collect and analyze customer feedback to identify areas for improvement.
- Implement changes and updates based on customer feedback and preferences.

Changes to Bring In
To improve customer service, I would try bringing in the following changes:

1. Customer Feedback Mechanism

- Implement a robust feedback mechanism to collect customer insights and suggestions.
- Use this feedback to make data-driven decisions and improve service delivery.

2. Training and Development

- Provide ongoing training and development opportunities for customer service
representatives.
- Focus on building skills such as empathy, communication, and problem-solving.

3. Technology Integration
- Leverage technology to streamline customer service processes and improve efficiency.
- Implement tools such as chatbots, AI-powered solutions, and CRM systems.
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4. Employee Empowerment
- Empower customer service representatives to make decisions and take actions that benefit
customers.
- Provide autonomy and flexibility to resolve customer issues efficiently.

Implementation
To implement these changes, I would:

1. Conduct a Thorough Analysis

- Analyze customer feedback, service metrics, and industry best practices.
- Identify areas for improvement and opportunities for growth.

2. Develop a Strategic Plan

- Create a strategic plan to implement changes and improvements.
- Set clear goals, objectives, and timelines.

3. Train and Develop Staff

- Provide training and development opportunities for customer service representatives.
- Focus on building skills and competencies that align with the new service model.

4. Monitor and Evaluate

- Continuously monitor and evaluate the effectiveness of the new service model.
- Make adjustments and improvements based on customer feedback and service metrics.

By implementing these changes, I believe the service provider can deliver exceptional
customer experiences, build loyalty, and drive long-term growth.
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Question7. How would you handle an angry customer? Explain with reasoning. (DISTINCTION)
Ans. Handling an Angry Customer
When dealing with an angry customer, it's essential to remain calm, empathetic, and
professional. Here's a step-by-step approach to handle the situation effectively:

1. Listen Actively
- Allow the customer to express their concerns without interrupting.
- Show that you're actively listening by nodding, making eye contact, and summarizing their
points.

2. Acknowledge and Empathize

- Acknowledge the customer's feelings and show empathy.
- Use phrases like "I understand how frustrating that must be" or "I apologize for the
inconvenience."

3. Stay Calm and Composed

- Maintain a calm and composed tone, even if the customer is being aggressive.
- Avoid taking the customer's anger personally and focus on resolving the issue.

4. Gather Information
- Ask questions to gather more information about the issue.
- Clarify any points you're unsure about to ensure you understand the problem correctly.

5. Offer a Solution
- Provide a solution or alternatives to resolve the issue.
- Explain the solution clearly and ensure the customer understands the next steps.

6. Follow Up
- After resolving the issue, check in with the customer to ensure they're satisfied.
- Use this opportunity to gather feedback and improve future interactions.

Reasoning
Handling an angry customer requires a combination of skills and strategies. By listening actively,
acknowledging and empathizing with the customer, staying calm and composed, gathering
information, offering a solution, and following up, you can:

- *De-escalate the situation*: By remaining calm and empathetic, you can reduce the
customer's anger and frustration.
- *Build trust*: By listening actively and providing a solution, you can build trust with the
customer and show that you're committed to resolving the issue.
- *Improve customer satisfaction*: By resolving the issue efficiently and effectively, you can
improve customer satisfaction and loyalty.
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By following this approach, you can turn a negative experience into a positive one, showcasing
your company's commitment to customer satisfaction and loyalty.