IGNOU BRL 04 Free Solved Assignment 2021-22- Helpfirst

BRL 04

Customer Service Management

BRL 04 Free Solved Assignment

BRL 04 Free Solved Assignment July 2021 & Jan 2022

Q 1. Describe the concept of ‘Single Bagger’ and ‘Double Bagger’? Distinguish between them.

Ans: Single Baggers: Single baggers are people who limit their own development and the development of others.

Single baggers have a negative attitude towards their work, their colleagues, and their surrounding. They lack commitment and have made up their minds not to consider their working hours to be a rewarding and worthwhile part of life.

Single baggers use only one bag – hence the name – and do not care whether this one bag will be secure. The groceries are stuffed into the bag randomly, grapes and potato chips first, and perhaps a bottle of tomato ketchup on top.

Single baggers can be prisoners of their own attitudes. They have come to a stand to still. They haven’t got the strength to move on.

When-late, which is often, a single bagger blames the weather, the traffic, the lack of spaces in the car park, and everybody else

Double Baggers: Double baggers are people who develop themselves and help other develop too.

Like single baggers, double baggers also have two hands – but they put both to good use. Double baggers have a positive attitude to life, and deeply committed to their work and their personal life.

They generally strive to get the best out of life. Double baggers make the bag secure with an extra bag – hence the name. BRL 04 Free Solved Assignment

They sort and pack the groceries efficiently and safely. And they still have time and energy to give a smile and a friendly remark to customers.

They may even find the time to see the customers to the car park and help them load the groceries, saying “Thank you for shopping with us. Hope to see you again soon”. Double baggers take responsibility for their own lives.

They realize that total commitment to their work brings its reward. They meet happier customers, they get attention and recognition from colleagues and managers.

In this way double baggers boost their own morale and their sense of well being and feel more optimistic about the future.

Double baggers have a positive attitude to life, are deeply committed, feel responsible for their achievements.

They have neither the time for nor the inclination to negative criticism or complaint. They spend their time creating positive results and good relationships.

The double bagger attitude prevents many conflicts between people at home and at work and instead, contributes to solving most problems.

BRL 04 Free Solved Assignment
BRL 04 Free Solved Assignment

Q 2. What are the various kinds of customer services? Discuss with the help of examples.

Ans: Types of customer service: BRL 04 Free Solved Assignment

(1.) Walk-in service departments

(2.) Phone and email support

(3.) Support via live chat

(4.) Self-service content

(5.) Communities and forums

(1.) Walk-in service departments: Many of us grew up knowing customer service as a department housed under their respective business establishments.

These physically-accessible business units displayed “customer care” boards in big letters where people would queue up to exchange defective goods, initiate a refund, or register a complaint.

This type of customer service is naturally slow and inconvenient for people who have to visit the physical storefront in order to get their concerns addressed. Thankfully, that’s changing because this type of customer service is nearly extinct.

There are a handful of businesses (mostly in the consumer goods industry) who still offer in-house customer service departments. BRL 04 Free Solved Assignment

But now, it’s the residual reminiscence of the brick-and-mortar businesses that have rapidly transformed to digital platforms in recent years.

If your business sells online and wants to take good care of customers, don’t worry about establishing a customer service department within the four walls of your business.

You can save a lot of time and money by investing less in staffing a customer service team that can handle all customer problems virtually.

(2. Phone and email support: The internet disrupted the way we do business starting from the dot com boom, and customer support has never been the same ever since.

The traditional businesses realized the cost-saving potential of offering virtual customer service through phone calls and email and invested generously on establishing contact centers.

(3. Support via live chat: We live in the golden age of instant gratification, and customer service is no exception to the pressure of delivering here and now.

Buyers want brands to acknowledge their issues ASAP and businesses have duly heeded to it because the other consequence is riskier. BRL 04 Free Solved Assignment

A scathing 140-characters tweet can send a brand in a whirlwind of bad PR if the company fails to honor its customers’ problems.

Live chat is the messiah that businesses have in an age of fleeting customer retention. It has the right mix of all the traditional customer service channels and then some.

For instance, customer service over live chat is personalized just like talking to a customer care representative in person.

It’s virtual and convenient, just like raising a service request over phone and email. But it’s much faster and way more affordable than its predecessors.

(4. Customer service in the form of self-service content : Our understanding of customer service has traditionally been that of a reactive business requirement, like on-call firefighters.

But customers these days demand more than just instant, friendly, and accurate service. They want to take problem-solving in their hands; they don’t want customers reps to always spoon-feed a solution to them BRL 04 Free Solved Assignment

(5. Service via communities and forums : Communities and forums are channels that are powered by users themselves.

Businesses who invest in this type of customer service see a very low overhead cost because it virtually requires no staff to man community and forums.

However, a business must initially be able to create a sizeable following and community around its brand to make this a possibility.

Additionally, you might need a few people to moderate the community or forum to maintain community hygiene and service sanity.

Examples o customer service :

(1.) The store owner who remembers – and appreciates – repeat customers.
(2.) The online merchant that sends personalized video message to each new customer.

(3.) The online store that proactively addresses shipping issues.
(4.) The associate who comes up with the perfect greeting.

(5.) The employees who go out of their way to cheer up a shopper.

BRL 04 Free Solved Assignment
BRL 04 Free Solved Assignment

Q 3. Write notes on the following?

a) Means of identifying the customer needs

Ans: Customer Needs Identification is the process of determining what and how a customer wants a product to perform. BRL 04 Free Solved Assignment

Customer Needs are non-technical, and they reflect the customers’ perception of the product, not the actual design specifications, although frequently they are closely related.
Customer Needs Identification has two major goals:

• To keep the product focused on customer needs
• To identify not just the explicit needs of the customer, but also the latent needs

These customer requirements should be independent of any particular product or potential solution. After all, it’s only after identifying Customer Needs that one can begin to meet them.

So with that in mind, the goal is to find out precisely what the customer wants. Here is a four-step method for identifying Customer Needs:

•Gather raw data from customers
•Interpret the data in terms of customer needs

•Organize the needs
•Reflect on the Process

(1. Gathering Raw Data : Intuitively, the first step must be to gather data from the customers. Without their input, it would be impossible to identify their needs.

“Gathering needs data is very different than a sales call: the goal is to elicit an honest expression of needs, not to convince a customer of what he or she needs”.

(2. Interpreting Data : After the interviews it is usually necessary to translate the vague statements of the customers into a useful list of needs. BRL 04 Free Solved Assignment

As this is a relatively subjective process, “multiple analysts may translate the same interview notes into different needs” (Ulrich & Eppinger, 2012, p.81). For that exact reason, it is beneficial to have multiple people work on the interpretations.

(3. Organizing Needs : After interpreting the data, organize them. Group similar needs together, prioritize them, etc. Decide what is truly important to the customer.

Define the “critical needs,” those needs which absolutely must be met before the product can be considered successful.

(4. Reflect on the Process : The final step in the Customer Needs Identification process is to reflect on what’s been done. Consider the statements that have been gathered and study the interpretations.

b) Changing customer expectations

Ans: 10 way for changing customer expectations.

(1. Social Media Has Changed the Definition of “Fast : Social networks are playing an increasingly important role in people’s brand research behaviors, too – social channels are now second only to search engines.

This has effectively sped up the time consumers expect it to take a brand (or anyone) to reply to a message. BRL 04 Free Solved Assignment

(2. Consumer Technology Has Heightened Expectations for Service :Consumers expect data to be at companies’ fingertips – from accurate stock information to delivery dates and customer records.

And with this wealth of data and the technology to support it, consumers often feel like there’s no excuse for getting it wrong.

(3. Self-Service Options Have Created Self-Sufficient Consumers : This doesn’t mean that they no longer want to call and talk to a real person, but it does mean that through clever use of selfservice tactics, contact centers can save time and money.

(4. Our “Always On” Culture Runs on 24/7 Service ; We live in an age where virtually everyone has a smartphone in their pockets, connecting them to just about every aspect of their lives.

This is a device that’s always on and always connected. We’ve grown used to being able to find the information we need, contact whomever we want, and even listen to whatever music we’d like, whatever time of day.BRL 04 Free Solved Assignment

(5. With E-commerce the Norm, Customers Now Expect Quick, Free Shipping : When e-commerce began, delivery costs were standard. It was part of the deal of online shopping.

Now that online service is mainstream, it seems wrong to pay for something like delivery – consumers now want free next-day delivery as standard.

(6. Channel-Hopping Customers Expect Omnichannel Service : Customers see a brand, not a department. They can’t understand why a contact center agent can’t remember a Twitter conversation they had with the brand the day before.

(7. Influencers Have Empowered Customers : Social media has made it easier than ever before for consumers to share their thoughts with a wide audience. There are even some shoppers who have a larger social following than brands.

(8. Consumers Demand Personalized Service : The whole online experience is now personalized, from social media to the way Google personalizes our search results. It only makes sense for customer service to be personalized, too.

(9. Customers Expect a Mobile-Friendly Experience : Mobile technology has changed the way we all live our lives. It connects us to people, brands, and information – all of the time

(10. Customers Expect Businesses to Engage Them on Social Channels : With social media, everything is out there in the open. BRL 04 Free Solved Assignment

This “open book” approach to socializing has led to an expectation that brands should be monitoring any mentions on social media and responding accordingly.

Q 4. List out the perquisites of selling. Briefly explain each of them.

Ans: tocks or shares are the most common way of rewarding employees. Most companies offer stock options to employees.

The fair market value less the amount recovered from employee is the amount of tax that is applicable on shares as perquisites.

The difference between FMV and selling price of the share is the net capital gain in the hands of the employees and that is the amount that is taxable.

Perquisites are taxed as per their nature and the provision of the same by the employer. However, with the economy growing rapidly and globalization seeping in, most employers have gone global and are adapting to international ways of taking care of employees.

Perquisites paid as part of perks is an important component for employees and has been segregated as a separate taxable component by the government of India.

Perquisites are benefits received by a person as a result of his/her official position and are over and above the salary or wages. These fringe benefits or perquisites can be taxable or non-taxable depending upon their nature.BRL 04 Free Solved Assignment

A lot of benefits and perks which come in addition to an individual’s salary are grouped under fringe benefits or perks. These components are taxed separately from the employer’s account so as to maintain transparency and accountability.

Classification of Perquisites:

Depending upon the tax that is levied on perquisites these can be classified into the following three heads.

Taxable Perquisites: Some of the perquisites that are taxable in nature are rent-free accommodation, supply of gas, water and electricity, professional tax of employee, reimbursement of medical expense, and salary of servant employed by employee.

Taxable perquisites also include any other fringe benefit provided by employer to employee like free meals, gifts exceeding Rs.5000, club and gym facilities etc.

Exempted Perquisites:Non-taxable fringe benefits include travel allowance, computer or laptop provided by the company for official use, refreshment provided by employer during office hours, provision of medical aid, use of health club, sports club, telephone lines, interest free salary loan provided by employer to employees, contribution to provident fund by employers, free medical and recreational facilities and so on.

Perquisites taxable only by employees: This type of perquisites include car owned by company but sued by employee, education facility for children, service of domestic servant

Q 5. What are the various’ customer contact points? Explain their importance for a Retailer

Ans: Customer contact points are those precise moments when a business interacts directly with its customers. BRL 04 Free Solved Assignment

Present in both brick-and-mortar and ecommerce retailers, customer contact point examples could include in-person communication, online chats, telephone conversations, company kiosks and, more recently, interactions carried out via innovative technology solutions.

(5) types of customer contact points

(1. Customer CallPoints

Customer CallPoints can increase sales by enabling customers to request immediate assistance through the click of a button.

Instead of hunting down that elusive employee for a stock or price query, customers simply press the button and communicate with your staff colleagues clearly through a speaker, via their headset, from any location within the store.

(2. Live chat tools

Today, most retailers support their physical stores with a digital presence. With consumers increasingly turned on by the speed and convenience of online shopping, it’s important that your digital customer contact points are just as seamless as those in your physical stores.
umyable solution BRL 04 Free Solved Assignment

(3. In-person communication

Despite technology innovations, in-person communication remains an ever-present type of customer contact point in the retail space.

Look to have at least two assistants working on each individual department so customers have the option to ask for help if they need it without having to search around the store.

(4. Customer phone calls

The telephone still plays an integral part for customers to interact with businesses directly. Much like live chat, it’s an efficient resource that allows a customer’s more pressing queries to be answered quickly, minus the need to login on a website.

(5. Retail kiosks

Strategically placed kiosks can also function as customer contact points. Positioning them around the store to hit the highest footfall of passers-by makes them visible and accessible to customers with queries.

From there, the attendants can direct customers to the location of the product or department they’re looking for as well as be the ambassadors for certain store products.

The importance of customer contact points in retail

When it comes down to it, positive customer contact is about helping out the customer in whatever way possible.BRL 04 Free Solved Assignment

•If a customer has a query, answer it as quickly as possible
•Make sure any information you provide the customer a) is accurate and b) answers their question

•If relevant, offer to accompany the customer and provide direct assistance
•Make sure to follow up with the customer and ask if there is anything else you can help them with

•Offer assistance with a smile

By reacting in a quick and productive manner, you’re creating a lasting impression, increasing the chance of the customer making a purchase and visiting again in the future.

Effectively delivering on these points is a simple case of making sure your stores are set up to provide as many types of the right customer contact points as possible.

Don’t be the retailer who loses out on customers because of a poor first impression. Can you confidently say that the next interaction a customer has with your brand will leave them smiling?

Q 6. What do you mean by service quality management? Describe its benefits for a retail organization?

Ans: Service Quality Management
.
The process of managing the quality of services delivered to a customer according to his expectations is called Service Quality Management.BRL 04 Free Solved Assignment

It basically assesses how well a service has been given, so as to improve its quality in the future, identify problems and correct them to increase customer satisfaction.

Service quality management encompasses the monitoring and maintenance of the varied services that are offered to customers by an organization.

Whether you are in the software business offering services to clients or operate in the food, hospitality or travel industry, service quality management is integral to managing customer expectations and business growth.

The service quality can either relate to the service potential, service process or the service result.

The following are the important benefits from service quality management.

Expansion of Loyal Customer Base:Customer loyalty is vital to the retail organization. The larger the loyal customer base, the greater are the benefits.

The superior quality of the service leads to higher satisfaction and some times delight to the customers. The highly satisfied customers generally become loyal customers.

Positive Word of Mouth:The loyal customers will become unpaid campaigners of the retail organizations. They share their positive experiences with their friends, relatives and remain as credible campaigners. BRL 04 Free Solved Assignment

Increase in Market Share:The loyal customer base and the positive word of mouth increase the demand of the retail organisation. The large number of new customers leads to large market share and loyal employees.

The qualitative pefomance gives achievement satisfaction to the employees.

The pleasant interaction with customer and coemployees creates a very positive work environment and contributes for employee satisfaction. Satisfied employees are generally more loyal and productive.

Therefore, retail organizations which focus on service quality enjoy low employee turnover

Reduced Cost: Quality means doing things right at the first time and every time. Therefore, the mistakes would be either nil or very few.

There may be some marginal expenditure on correcting mistakes or to give refund to dissatisfied customers. Service quality impact prevents mistakes and thus leads to increased productivity and lower cost.

Can Be Away From Competition: Retail organizations known for their excellence in service quality will not be judged by price factors in selecting out of choices available to the consumers.

The retail company, therefore, can be away from price-based-cut-throat competition.

Even when the companies do have to compete on the price, they usually are in a good position to do so because of their high productivity and low cost due to focus on service quality.BRL 04 Free Solved Assignment

Increased Profitability: Research studies indicated that companies known for their quality service are profitable companies.

The increased turnover, increased customer base, increased market share and high productivity at low cost naturally leads to continuous growth in profits and in business.

Q 7. Explain the different types of loyalty programmes giving suitable examples.

Ans: Different Types of Customer Loyalty programs

(1. Point Programs
The point programs are the most common programs around the commerce world, as they the simplest ones.

They are based on one simple principle: Spend more to get more.Every time a customer makes a purchase in-store or on your website, they get a certain amount of points depending on the size of their purchase.

These points are translated into some type of reward. Whether it is a discount or a special customer treatment, customers seems to work toward collecting a certain amount of points to redeem their reward.

(2. Spend-Based Loyalty Programs BRL 04 Free Solved Assignment

In spend programs, customer get loyalty credits for the amount they spend at a business. This program is very easy to understand, create and maintain. It is also proven to be an effective way to increase transaction amounts and reduce churn rate.

(3. Tiered Programs

One way to find the right balance between attainable and desirable rewards is to implement a tiered loyalty reward system, which rewards initial loyalty and encourages more purchases.

In a nutshell, the tier program is based on levels of loyalty. Customers get points whenever they purchase something.

The more points they receive, the higher loyalty level they will reach. And the higher the level, the more rewards they will get.

(4. Paid Programs – VIP member club

Customers pay a monthly or annual fee to join your VIP member club with access to special services, discounts or unique opportunities.

Your paid program should include benefits that are exclusive to members or either wise it will lose its value.

(5. Value-based Programs BRL 04 Free Solved Assignment

If you structure a loyalty program that is aligned to your customers values, they are more likely to become brand ambassadors.

The million-dollar question here is: How do you reward your customers without rewarding them?

First, it is very important to define your values. Let’s imagine that you run an online pet store and you know that your audience values animal welfare.

One thing you may do it, is to start a loyalty program, similar to the point system, where customers’ purchases translate into currency.

Then, every time a customer makes a 50€ purchase, you would donate 5€ to an animal rescue organization.

The reward when choosing the value-based program is to connect with customers on a deeper level by creating a strong and ethical relationship with them.

(6. Partnered Program

Strategic partnership for customer loyalty can be super effective regarding customer retention, as you offer them more opportunities.

At the same time, it can help the growth of your business by building new business relationships (partnerships).

While providing your customers with value that is relevant to them and goes beyond what your company can exclusively offer them, you are showing them that you truly understand and care about their needs. BRL 04 Free Solved Assignment

(7. Game Program

Who doesn’t love games?

A good idea is to turn your loyalty program into a game application to encourage repeat purchases, increase customer loyalty entertain customers and help strengthen your brand’s image in a more entertainment way.

  1. Hybrid Loyalty Programs

A hybrid loyalty program is a combination of more than one type of loyalty systems. You may merge 2 different systems such as the tier and the game program,

where customers reach new levels of loyalty every time they complete a new level in your game. The participation in the game should of course entail a purchase.

customer loyalty program examples:
•DSW
•Sephora Beauty

•Insider Starbucks Rewards
•Amazon Prime

•The North Face
•REI Co-op
•Apple

Q 8. How can a company build a positive culture among employees in a Retail Store? Discuss with examples.

Ans: Every successful organization has a dynamic workplace culture, which is often led by an effective leader. BRL 04 Free Solved Assignment

It is important to understand that workplace culture is not only about the behavior of its employees but also about the values the organization believes in.

It is how people interact with each other and function in an organization when no one is watching them

As an HR manager, you want to provide your employees with whatever they need to deliver great work. Having a positive workplace culture is the first step to helping your employees stay happy and productive at work.

Here are a few ways to create a positive workplace culture in your organization or in a retail store are following: –

Establish Trust

As a leader, it is important for you to build a trustworthy relationship with your employees. When your employees trust you, they believe in your decisions.

But trust is not something that you can gain overnight; you have to earn it over time with conscious effort.

Keep the lines of communication open with your employees and align your behavior with your company’s values. It is important to be honest with your employees even when you know that the truth is not what they want to hear.

Being a leader, you should be ready to communicate the bitter facts with your employees and motivate them to correct themselves. BRL 04 Free Solved Assignment

Acknowledge your own mistakes, this helps you build a culture of accountability. This goes a long way towards building trust.

Determine The Current Culture

Before you create a positive workplace culture, it is important to determine and acknowledge the current company culture.

As a business leader, your perspective of organizational culture might be completely different from your employees’ perspective of the same.

Have open discussions with your employees from different departments and determine the current company culture. If you still need help to understand the current culture in your company, hire a consultant

Define The Ideal Workplace Culture

Before you shape the existing culture in your company, define the ideal qualities that you want to integrate with your company culture. There is no workplace culture that fits every organization, different companies have different priorities.

So, define your ideal workplace culture based on the vision you have for your company.
Communicate the idea of ideal workplace culture with your team/ employees and develop proper policies & procedures to help you get started.

Set Clear Expectations And Goals BRL 04 Free Solved Assignment

Most companies do not communicate their mission and vision clearly with their workforce. Employees should clearly understand what’s important and what’s not.

As a manager/ leader, it is your responsibility to set clear goals for them and make them understand how their personal goals can contribute to the organizational success.

Make them realize how their work experience can be enhanced when they meet these goals. This creates transparency in the workplace culture.

Measure Goals And Give Feedback Frequently

The next step after setting goals is to regularly measure them and give feedback. If you want to achieve a goal, then monitor progress.

It is said that monitoring progress frequently increases the chances of successfully meeting your goals.

Giving feedback regularly helps your employees align their performance with the organizational culture. This, in turn, improves the quality of work at your workplace and helps your employees stay productive.

Recognize And Reward Good Work BRL 04 Free Solved Assignment

Workplace culture is not just about changing the behavior of your workforce; it is about how you act at your workplace.

Appreciate and reward great work. Employees have busy schedules and a list of tasks that they have to finish before deadlines. So, when employees perform beyond their expectations, as a leader, recognize what they’ve done and rewarded them.

This is the first step towards a positive workplace culture where good work is recognized This behavior boosts employees and motivates them to perform better in the future.

Develop Employees

When you monitor an employee’s performance, as a manager/ leader, you should be able to help them perform better the next time.

Establish a culture of continuous learning in your organization. There are plenty of Learning Management Systems online that can help you build this culture.

Conduct one-on-one meetings with your employees and give them suggestions using which they can develop their skills and improve themselves.

When employees get used to this continuous learning culture, they are more likely to contribute to organizational success.

Focus On Employee Engagement

There is one more aspect that is very important to shape a positive workplace culture – employee engagement. With some kind of stressful work day in and day out, employee disengagement is a common issue at workplaces these days.

As a manager, you have to find a way to keep your employees happy and engaged at work.
Many companies organize various employee engagement activities to increase employee engagement in their workplace.

The success of an engagement activity does not always hinge on the amount of money you are willing to spend on it. For an activity to work, all you need is planning, flexibility, and participation.

Q 9. Explain the guidelines that you will follow in handling customer complaints with examples.

Ans: Handling customer complaints

At some stage your business is likely to receive a customer complaint. Dealing with it in a positive and constructive manner will help to keep your customers.

In general customers who are unhappy with your product or service will not complain to you – but they will complain to others and take their business elsewhere.

Managing customer complaints and resolving them quickly will result in improved business processes and repeat business.

Complaints handling policy

Develop a complaints handling policy. It should include reassuring customers that you value their feedback and you are committed to resolving their issues in a fair, timely and efficient manner.

It should also:

• explain how customers can make a formal complaint

• identify the steps you will take in discussing, addressing and resolving •complaints indicate some of the solutions you offer to resolve complaints

• inform customers about your commitment to continuous improvement

Complaints handling procedure

Once you have developed a policy you can create a procedure for handling complaints. A procedure will ensure complaints are dealt with the same way, every time. The procedure should be easy to understand and follow by all your staff.

Your procedure could include the following steps.

(1 – Listen to the complaint

Thank the customer for bringing the matter to your attention. Apologise and accept ownership, don’t blame others and remain courteous.

(2 – Record details of the complaint

Go through the complaint in detail so you can understand exactly what the problem is Keep records of all complaints in one central place or register. This will help you identify any trends or issues.

(3 – Get all the facts

Check that you have understood and recorded the details of the complaint correctly. Ask questions if necessary.

(4 – Discuss options for fixing the problem

Ask the customer what response they are seeking; it could be a repalo replacement, refund or apology. Decide if the request is reasonable.

(5 – Act quickly

Aim to resolve the complaint quickly. If you take a long time they tend to escalate.

(6- Keep your promises

Keep the customer informed if there are any delays in resolving their request. Don’t promise things that you can’t deliver.

(7 – Follow up

Contact the customer to find out if they were satisfied with how their complaint was handled. Let them know what you are doing to avoid the problem in the future.

Make sure your staff are trained to follow your procedure when handling complaints and that they have the power to resolve issues as quickly as possible.

Encourage your customers to provide feedback and complaints so that they let you know when there is a problem and give you the opportunity to resolve it.

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