Contact centre customer relations

DEPARTMENT OF BUSINESS & INFORMATION MANAGEMENT SERVICES

ASSIGNMENT 3

QUESTION PAPER

SUBJECT: CONTACT CENTRE CUSTOMER RELATIONS

CODE: CCR105D

TOTAL MARKS: 50

DATE: 08 MARCH 2021

INSTRUCTIONS TO CANDIDATES:

1. SEE GUIDELINES FOR ANSWERING ASSIGNMENTS BELOW

COURSE:

DIPLOMA:

CONTACT CENTRE MANAGEMENT

EXAMINER:

MS TL RAMALEPE

MODERATOR:

MS KG MATSOSO

FACULTY OF MANAGEMENT SCIENCES

DEPARTMENT OF BUSINESS AND INFORMATION MANAGEMENT SERVICES

CONTACT CENTRE CUSTOMER RELATIONS I

CCR105D

INDIVIDUAL ASSIGNMENT 3

DUE DATE: 08 MARCH 2021

 STUDENT NAME AND SURNAME: CT NGOMANE

STUDENT NUMBER: 216645545

 NAME OF YOUR LECTURER: TL RAMALEPE

INDIVIDUAL ASSIGNMENT 1

MARKSHEET (Insert after the cover page)

Student name : CT NGOMANE Student number: 216645545

MARK SHEET Mark (full) Mark obtained

Cover page

Table of contents

Adhered to guidelines

References

Comments:

• Cover page must be neatly prepared.

Indicating the Subject, student name and student number.

• Automatic table of contents must be used.

Page numbers must correspond with the items on the table of contents.

• Considered technical presentation guidelines as indicated on the assignment (font type, font size, paper size, line spacing and neatness).

Question 1

1.1

1.2

Comments:

 12

Question 2

2.1

2.2

2.3

Comments:

 18

Question 3

3.1.1

3.1.2

3.2

3.3

3.4

Comments:

 20

TOTAL 50

CASE STUDY: CUSTOMER SERVICE IN A RESTAURANT

Mr and Mrs Dorman, a young married couple who are both starting their careers, had a particularly long week. Mrs Dorman decided to book a table at the new restaurant in their area, as they advertise themselves as a ‘five-star restaurant’. After calling the restaurant, Mrs Dorman thought about how friendly the lady who helped her was and how excited she is for their dinner, as she and her husband need some time to relax. Because of the advertising of the restaurant and the friendliness of the receptionist, Mr and Mrs Dorman had high expectations.

On the evening of the dinner the couple entered the restaurant, but there was no one to greet or seat them. After waiting a couple of minutes, a woman approached them and greeted them with simple ‘Yes’. She then showed the couple to their table and took their drink order. After waiting 30 minutes for their drinks and being annoyed by the lack of friendliness, Mr Dorman called the manager. After explaining the situation, the manager apologised and told them that one of their kitchen staff member had suffered a heart attack, which had led to chaos in the kitchen. He apologised again, gave the couple a free bottle of wine and asked them to please come again so that they could experience the restaurant’s normally excellent service.

On their way home, the couple talked about how glad they were that they called the manager, otherwise they would not have known about the crisis, would probably have left without tasting the excellent food and would never have returned to the restaurant.

Answer the questions that follow with the case study in mind:

QUESTION 1

1.1 Mr and Mrs Dorman had various touch points during their interactions with the restaurant. Sketch a diagram (2) which illustrates any FIVE touch points that are related to restaurant setting and discuss each of those touch points (5) by giving examples and information pertaining to the couple’s interactions with the restaurant. (7)

1.2 The value proposition is the added value that an offering brings to the customer in exchange for money. Give a definition of customer value proposition (3) and cite relevant case study examples using any TWO elements (2) from the definition to indicate your understanding of the concept of value proposition. (5)

           [12]

QUESTION 2

2.1 A customer’s expectations set the benchmark for his or her moments of truth during the interaction with the company. Make use of any FIVE items in the diagram below to discuss the moments of truth occurrence for Mr and Mrs Dorman during their interactions with the restaurant. Your answer should explain each item (5) and give practical examples (5) from the case study. (10)

2.2 Organisations are usually faced with challenges with regards to managing moments of truth for customers. Comment on the statement below:

“It can be deduced from the case study that the restaurant was able to establishing a minimum level of experience that they wished Mr and Mrs Dorman to receive, but that the level of experience that Mr and Mrs Dorman did not remain consistent throughout their interactions with the restaurant. (4)

2.3 Customer service includes managing both the customers’ experiences with a view to maintaining long lasting customer relationships. Indicate the differences between Customer Relationship Management (CRM) and Customer Experience Management (CEM) with particular reference to question of time. Make use of a table similar to the one below: (4)

Concept Customer Experience Management (CEM) Customer Relationship Management (CRM)

Difference

Practical case study example

 [18]

QUESTION 3

3. Customer Experience Management (CEM) is a three step process which comprising of planning, implementing and implementing activities.

3.1 During the planning stage organisations are expected to identify who their customers are and conduct research to in order to understand these targeted groups better.

3.1.1 Recommend any TWO tools that the restaurant can use in order to obtain qualitative research data from Mr and Mrs Dorman. Your answer should give a description (2) of the tools and the kind of information (2) that would be collected from Mr and Mrs Dorman. (4)

3.1.2 The targeted segment may comprise of both existing customers and potential customers. Identify the category (1) in which Mr and Mrs Dorman falls and suggest the criteria (1) that the restaurant can use to tailor its CEM strategies. (2)

3.2 The activities identified in the roadmap outlined during the planning stage need to be embedded in the organisation. Describe what this means (1) and give FOUR practical examples (4) of the activities that the restaurant can embed in its processes. (5)

3.3 The first step in the CEM control process is to determine the touch points at which the customers are generally unhappy. The restaurant can make use of both internal and external sources of information to find out about problems that it is or might be experiencing. Discuss both these sources by outlining what they are and how they can be used to the restaurant’s benefit. (5)

3.4 “The internet, or the World Wide Web, has had a major impact on businesses around the world”. Elaborate further on this statement by indicating any TWO ways (2) in which the internet is being or can be used at the restaurant and cite examples of its interactions (2) with Mr and Mrs Dorman in each case. (4)

[20]

TOTAL MARKS [50]