Melbourne car world

Assessment Task 2: Manage networks to meet customer needs

Submission details

Student’s Name

ID No.

Assessor’s Name

Phone No.

Assessment Date/s

Time/s

The assessment task is due on the date specified by your assessor. Any variations to this arrangement must be approved in writing by your assessor.

Submit this document with any required evidence attached. See specifications below for details.

Performance objective

Candidates will demonstrate knowledge and skills required to manage networks to ensure customer needs are met.

Assessment description

Using the workplace scenario information provided, you will develop policies and procedures for customer interactions including referrals. You will also provide a written reflection on the process you undertook to complete this assessment.

Procedure

1. Review the simulated business information for Melbourne Car World in the Assessment Task Appendices.

1. Review the scenario information below:

Scenario

You are Pat Marks, Manager of the West Dealership. The General Manager for Sales has asked you to review the customer consultation practices of staff as part of the organisation’s commitment to continuous improvement.

Issues with customer consultation include:

1. insufficient customer contact policy:

0. insufficient information regarding relevant legislation and voluntary codes of practice adhered to by the organisation

1. insufficient detail in consultation procedures to ensure inexperienced sales staff:

0. analyse needs of customers and match them appropriately to products and services

0. refer to other documentation such as related policies and procedures

0. use list of strategic partners appropriately

0. refer customers directly to preferred partners for non-standard modifications

0. explain family friendly policy

0. present small children with toy car.

Your manager would like you to review, revise and make necessary additions to existing policies and procedures to ensure customer contact is undertaken in accordance with organisational requirements.

In addition, reflecting on the budget performance for the 2nd quarter of the 2012 financial year, you note that there is an issue with the discount amounts being given to promote sales. In your revision of the customer contact procedures, you should include steps to reduce risk due to staff not adhering to delegation limits.

Also you will need to ensure your employees undertake networking and research to keep abreast of industry developments and contribute to the search for industry strategic partners. Undertake research of professional associations and information sources for Melbourne Car World.

1. Revise existing policies and procedures for customer contact.

1. Produce a 1–2 page written reflection including:

0. a description of steps you might take as manager to encourage staff to participate in networking and information gathering

0. a list of at least two professional associations and two sources of trade information (research online, for example)

0. a list of two Australian car customisers for possible contact, negotiation, and inclusion in preferred partners list (research online, for example)

0. a short explanation of why the above could be valuable to Melbourne Car World

0. describe the learning and research process you undertook to gather information for and complete assessment task

0. describe future learning opportunities you will undertake to improve customer service knowledge and skills.

1. Submit required documentation as per specifications below.

Specifications

You must:

1. submit revised policies and procedures

1. submit a 1–2 page written reflection.

Your assessor will be looking for:

1. information management skills to summarise information verbally and nonverbally

1. literacy and numeracy skills to:

0. read a variety of texts to prepare general information and papers

0. summarise information obtained from a variety of verbal and non-verbal sources

0. write formal and informal text

1. numeracy skills to analyse budget and make appropriate amendments to referral procedures

1. selfmanagement skills to:

0. seek learning and development opportunities

1. knowledge of key provisions of relevant legislation from all levels of government that may affect aspects of business operations, such as:

0. antidiscrimination legislation

0. ethical principles

0. codes of practice

0. privacy laws

0. environmental issues

0. occupational health and safety

1. knowledge of organisational procedures and standards for customer service relationships.

Appendix 1 – About Melbourne Car World

Melbourne Car World is a growing business. It was founded in 2007 by CEO Florence Mehra and partner Sven Berg as a single Melbourne car dealership in the city’s north. Since then, the business has expanded to include two additional dealerships: East and West.

Melbourne Car World places a great deal of emphasis on customer service. It is presently undertaking a review of its customer service policies and procedures to ensure continuous improvement in line with industry best practice models and voluntary codes of practice.

In line with company values and to exploit market trends towards larger working families, Melbourne Car World, after completing a tendering process as per company policy, has partnered with XYZ Childcare to run children’s play and learning centres in all dealerships for staff and customers.

Melbourne Car World holds a valid motor car trader’s license from the Victorian Business Licensing Authority # 9876543, issued 1 April 2007.

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Appendix 2 – Organisational chart

Melbourne Car World

Appendix 3– Business plan (excerpt)

From Melbourne Car World business plan, financial year 2012/13

Mission

Melbourne Car World provides customers with top automotive value and the most responsive and effective customer service available anywhere.

Vision

Within five years, Melbourne Car World will have established itself as the number one dealership in the Melbourne area. Melbourne Car World will have expanded to a number of key locations, including in the Melbourne CBD. Melbourne Car World will have established itself as the number one choice for families.

Values

· Customer-focus.

· Actively encourage excellence, innovation and continuous improvement.

· Work collaboratively and consultatively with integrity, professionalism and teamwork.

· Family- friendly.

Strategic directions

The strategic context in which Melbourne Car World will achieve its mission and vision is through:

· engaging with customers with excellent customer service to increase sales volume

· reducing expenditure and achieving financial control over expenses

· supporting innovative thinking, customer service, management and leadership skills through training

· creating a high-performing organisation.

Appendix 4 – Budget summary

Melbourne Car World 2012/13 Budget by activities to be undertaken

Income:

Sale of automotive products

$6,566,000

Sales of all products and services for the period

Other income

$567,000

Interest

COGS

$3,150,413

Cost of goods sold

Total Income

$3,982,587

Gross profit

Expenses:

Wages, salaries and on costs

$1,567,890

Wages, salaries, superannuation, work cover insurance, payroll tax

Consultancy fees

$50,000

Development of website, expert advice on continuous improvement

Communication expenses

$42,000

Telephone, ISP costs, IT support

Staff travel, transport and accommodation

$55,500

Cost of staff travel and associated costs for sales, etc.

Premises expenses

$250,000

Rent, electricity, maintenance, cleaning

Promotions

$620,000

Sponsorship of extreme sports events, tickets for customers, etc.

Depreciation and amortisation

$177,569

Computers and capital equipment that is depreciated

Office supplies

$65,068

Printing and stationery, postage, amenities

Professional fees (consultants, legal and audit), insurances, taxes and charges, subscriptions and memberships

$102,187

Audit fees, external accounting costs, bank charges, insurance except workers comp

Total Expenses

$2,930,214

Surplus

$1,052,373

Net income before tax

Appendix 5 – Budget variance

Sales West Cost Centre: FY2012, Quarter 2

Budget

Actual

% Variance

Fixed staff

$150,000.00

$150,000.00

0.00%

Contract staff (Childcare centre)

$40,000.00

$40,000.00

0.00%

Training

$5,000.00

$6,000.00

20.00%

Computers

$3,000.00

$3,000.00

0.00%

Software

$1,000.00

$1,000.00

0.00%

Photocopier

$2,000.00

$2,000.00

0.00%

Travel

$2,000.00

$2,000.00

0.00%

Mobile phones

$3,000.00

$3,500.00

16.67%

Phone charges

$3,000.00

$3,400.00

13.33%

Promotions

$50,000.00

$60,000.00

20.00%

Discounts

$55,000.00

$88,000.00

60.00%

Refunds

$65,000.00

$60,000.00

-7.69%

Total

$379,000.00

$418,900.00

10.53%

Appendix 6 – Melbourne Car World Customer Service Policy

Melbourne Car World can only succeed with customer support and purchases, and in particular, repeat customers. As a result, taking care of our customers is our highest priority. At Melbourne Car World the customer always comes first!

Melbourne Car World adheres to:

· The International Customer Service Standard (ICSS:2010-14).

· AS ISO 10002-2006 Customer satisfaction - Guidelines for complaints handling in organisations (ISO 10002:2004, MOD)

· Victorian Automobile Chamber of Commerce (VACC) Code of practice.

Customer Complaints

Demanding customers force us to be our best and resolving complaints satisfactorily can even increase customer loyalty IF they are handled properly.

When faced with a customer complaint:

· listen to the full complaint without interrupting or getting defensive

· follow the Melbourne Car World complaints policy.

Telephone Courtesy

It is everyone’s responsibility to answer the phone. Always try to answer the phone promptly, within three rings. Always answer in a friendly, polite manner: ‘good morning/afternoon/evening, welcome to Melbourne Car World, how may I help you?’

If you are certain of the answer to the customer’s question, you should respond clearly and politely. If you are uncertain, ask the caller if you may put them on hold for a moment. If there is a staff member close who can provide you with the correct information, then return to the call and provide the customer with the necessary information. If there are no staff members close by that can help promptly, then ask the caller for their name and put the caller through to a manager, making sure that you brief the manager on the callers’ name and the nature of their enquiry. Always thank the person for calling.

Dress Code

All employees of Melbourne Car World are expected to represent the business, and dress accordingly. All customer service staff members are required to wear business attire.

Shirts and skirts or trousers should be ironed and neat in appearance, shirt tucked in and a belt worn with the trousers. Closed toed footwear with rubber soles is required.

Updated/authorised

02/2012 – Cameron White CFO

Appendix 7 – Policy and Procedures for customer consultation

Melbourne Car World Customer Consultation Policy and Procedures

Purpose

The purpose of this policy is to ensure the management of customer contact is carried out consistently, fairly and transparently and in accordance with organisational requirements.

Scope

The scope of this policy covers the management of customer contact by employees and contractors of Melbourne Car World.

Resources

Specific procedures for the implementation of this policy are available below.

Responsibility

Responsibility for the implementation of this policy rests with employees and management of Melbourne Car World with responsibility for managing customer contact.

Relevant legislation etc.

Privacy Act 1998 (Cwlth)

Updated/ authorised

02/2012 – Cameron White CFO

To serve customers

All customers should be acknowledged within the first five seconds of entering the dealership. All calls must be answered within three rings. When you are busy with another customer, this acknowledgement can be one of the following:

· a wave and smile

· saying you’ll be with them soon/placing them on hold.

Procedure

1. When free, engage the customer in the following ways as appropriate:

· smile

· make eye contact

· if you know their name, use it

· if you’ve seen them at Melbourne Car World before, welcome them back

· if you’ve not seen them before, introduce yourself by name

· if the customer doesn’t ask for help, start a conversation with them

· talk in an energetic manner

· give them your full attention.

2. When greeting the customer, ensure you (as relevant):

· acknowledge customer’s arrival/call

· greet with a genuine smile

· maintain eye contact during conversations

· introduce yourself in a friendly manner

· recognise repeat customers

· start a conversation

· talk with an energetic tone

· give the customer your full attention.

3. Identify customer needs and match them to products and services.

4. At end of consultation/s with customer and after all needs have been discovered, add up cost of all products and services. Summarise package offered.

5. Have customer complete consent form.

6. Fulfil customer order as negotiated.

7. Ask customer to participate in customer service feedback questionnaire. Assist customer to complete.

8. Submit all documentation and records to manager for storage in accordance with Record-Keeping Policy and Privacy Policy.

To manage complaints

1. Greet the customer courteously and give them your name.

2. Never argue with the customer.

3. Apologise for any product fault or poor service. Be sympathetic. Thank the customer for bringing the complaint to your attention.

4. Listen fully to what the customer is saying. Try to gather all the facts about the complaint and jot them down. Ask questions and summarise what they are saying.

5. When you have all the details about the complaint, ask the customer how they would like it to be resolved. Always suggest replacements or credit notes over refunds and discuss product options to suit customer’s needs.

6. Refunds and discounts must be within your authority to offer. Request authorisation from the manager of dealership for amounts above your delegated authority.

7. At end of complaint summarise complaint and how you commit to resolving the complaint. Gain customer agreement. Submit notes on complaint to manager:

· nature of complaint

· resolution of complaint.

Appendix 8 – Consent form for offer of vehicle or service

Our pledge to you, our customer (in accordance with the VACC code of practice):

· Melbourne Car World will observe proper standards of conduct and act honestly and act fairly in their dealings with you, the customer.

· Melbourne Car World will not commence repairs without authorisation from the customer or agent.

· Melbourne Car World will advise customers of any necessary variation to negotiated offers and agreements.

· Melbourne Car World will carry out only those tasks for which they are properly qualified and equipped.

· Melbourne Car World will ensure any goods or parts sold are of merchantable quality and fit the purpose for which they are required.

· Melbourne Car World will not knowingly mislead a consumer in relation to the sale, purchase, service or repair of a motor vehicle or accessories not be party to any improper practice.

· Melbourne Car World warrants that all repairs and services provided, including sub-contracted services, shall be of good quality and workmanship and all parts supplied free of defects and such warranty shall apply for a specific number of kilometers or period of time.

· Melbourne Car World guarantee clear title to any vehicle offered for sale.

I understand that my personal information given to Melbourne Car World to facilitate my purchase and provide customer service feedback will be used in accordance with Melbourne Car World policy and Australian Law.

I understand and agree to:

· the total cost of the sales/service package negotiated

· my obligation to pay or arrange financing for the negotiated price at required date

· all conditions associated with this purchase explained to me by the sales representative.

Signature: Date:

Appendix 9 – Customer segment profiles

Business

Friends and Fun

· Income above $90,000.

· Prefer to be addressed by last name and title.

· Luxury and comfort important.

· Looking for a deal on large fleets

· Prepared to spend big if looked after right.

· Often conservative, pro family

· Income $30 000–$50 000.

· Prefer to be addressed by first name.

· Friends, dating is number one concern.

· Luxury nice but unimportant.

· Prestige important.

· Highly price sensitive.

· Progressive, green politics.

Family and fun

Adventure family

· Income above $70,000.

· Prefer to be asked for form of address.

· Safety is number one priority.

· Family fun activities are a close second.

· Luxury nice but unimportant.

· Prestige not as important as other things.

· Needs lots of assistance to understand features and benefits.

· Must-have priorities, but wants to save money to spend on family activities.

· Wants respect for self and life choices.

· Wants understanding of family needs.

· Sometimes arrives at dealership with kids.

· Income above $80,000.

· Prefer to be addressed by first name.

· Family camping and off-road activities are top priorities.

· Safety is relatively important.

· Luxury and comfort important.

· Prestige important.

· Knows what they want.

· Needs respect.

· Sometimes arrives at dealership with kids.

· Sometimes requires non-standard modifications.

Appendix 10 – Product comparison information

Vehicles

TOTO Freedom

($42,000)

RCV Rover

($38,000)

IMOK Cruise

($25,000)

Ascot Ranger

($55,000)

Features

Airbags

Y

Y

Y

Y

ESC

Y

N

N

Y

# Passengers

7

7

4

7

Cargo

1200 L

1500 L

400 L

1200 L

Seats fold to increase capacity

Y

N

Y

N

4WD

N

N

N

Y

Leather seats

N

N

N

Y

Fuel

8.0 L/ 100 km

7.5 L/ 100 km

6.5 L/ 100 km

10 L/ 100 km

Towing

1 tonne

1 tonne

N

4 tonne

Bluetooth hands- free

Y

Y

Y

Y

MP3/iPod connectivity

Y

Y

Y

Y

Modifications and additions

Towbar

Y ($200)

Y ($200)

N

Y ($200)

Sunroof

Y ($2,000)

Y ($2,000)

Y ($2,000)

Y ($3,000)

Reverse camera

Y ($1,000)

Y ($1,000)

N

Y ($2,000)

Roof racks

Y ($300)

Y ($300)

N

Y ($350)

Window tinting

Y ($400)

Y ($400)

Y ($300)

Y ($500)

Backseat DVD player

Y ($400)

Y ($400)

N

Y ($500)

Extended 4yr warranty

Y ($1,000)

Y ($1,000)

Y ($1,000)

Y ($2000)

Appendix 11 – Customer satisfaction survey

Please answer the following:

Yes

No

Were your needs as a customer met?

Was a vehicle comparison provided?

Did the comparison allow you to make an informed decision?

Were the vehicles features and benefits explained to you?

Did the vehicle meet your budget constraints?

Did the ‘sales person’ source a vehicle that met your requirements?

Were at least three additional products or services identified?

Was the service centre accessible to you?

Did you have enough information to make an informed decision about aftermarket products?

Did the ‘sales person’ communicate with your regularly and effectively?

Would you use this sales person again?

What was good/bad about your experience?

Where could the ‘sales person’ improve?

Signature: Date:

Appendix 12 – Melbourne Car World Privacy Policy

Melbourne Car World is committed to protecting your privacy. It is bound by the national privacy principles contained in the Privacy Act 1988 and all other applicable legislation governing privacy.

Where appropriate, Melbourne Car World will handle personal information in accordance with relevant legislation. Our respect for our customers’ privacy is paramount. We have policies and procedures to ensure that all personal information is handled in accordance with national privacy principles.

This privacy policy sets out our policies on the management of personal information – that is, how we collect personal information, the purposes for which we use this information, and to whom this information is disclosed.

1. What is personal information?

Personal information is information or opinions that could identify you. Examples of personal information include: your name, address, telephone number and email address, or documents that include this information, like a resume.

2. How does Melbourne Car World collect and use your personal information?

Melbourne Car World collects personal information during customer transactions, when you send a job application, when you email us or interact with our website. These uses are discussed below.

3. What happens if you don’t provide personal information?

Generally, you have no obligation to provide any personal information to us. However, if you choose to withhold personal information, we are unlikely to be able to respond to your application or query.

4. To whom do we disclose personal information?

We engage third party service providers (including related companies of Melbourne Car World which may be located outside Australia) to perform functions for Melbourne Car World. Such functions include mailing, delivery of purchases, credit card payment authorisation, trend analysis, external audits, market research, promotions and the provision of statistical sales information to industry bodies.

For our service providers to perform these functions, in some circumstances it may be necessary for us to disclose your personal information to those suppliers. Where disclosures take place, we work with these third parties to ensure that all personal information we provide to them is kept secure, is only used to perform the task for which we have engaged them and is handled by them in accordance with the national privacy principles.

5. How do we protect personal information?

At all times, we take great care to ensure your personal information is protected from unauthorised access, use, disclosure or alteration. We endeavour to ensure that our employees are aware of, and comply with, their obligations in relation to the handling of personal information. Only properly authorised employees are permitted to see or use personal information held by Melbourne Car World and, even then, only to the extent that is relevant to their roles and responsibilities.

Your personal information will not be sold to any other organisation for that organisations’ unrelated independent use. Further, we will not share your personal information with any organisations, other than those engaged by us to assist us in the provision of our products and services (as described above).