CRM – Written Assignment

Learner Name
FUZAIL SHAIKH
Frankfinn Advance Certificate Course in Aviation, Hospitality, Travel &
Course Title Customer Service

Assessor Name
SAURABH KAKANI
Internal Verifier Name Date 15/11/22
Unit Number and Title CUSTOMER SERVICE
Assignment Title Customer Service
Outcome
Number(s) Examine the importance of Customer Service.
and Statement(s)
Date Set Hand In Date
15/11/22
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
FUZAIL SHAIKH
15/11/22 L1
Reference id .FIVT/MUM/22-23/87 Date Batch Code

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
3. Also, each question indicates if it is PASS/ MERIT/ DISTINCTION

TIMELINE: You can take up to One Week to submit the Assignments

Ques: 1. Define Customer and Customer Service. Describe External and Internal Customer. Share types
of External customer with Examples.(Pass)
 CRM – Written Assignment
Customers are the individuals and businesses that purchase goods and services from another
Ans. business.
Customer service is the interaction between the buyer of a product and the company that sells it.
Internal customers have a relationship with, and within, your company, either through
employment or as partners who deliver your product or service to the end user.
Types:- 1)Loyal Customers- Brand Loyalty like loyal to brand like SAMSUNG 2)Discount
Customers- Approach for 50% OFF at Jack&Jones store. 3)Impulse Customers- Unplanned
Shoppings
4)Need Based Customers- Buying necessities like soaps,toothbrush,salts etc. 5)Wandering
Customers- group of college students come to kill time in malls.

Ques:2. Define Moment of truth and how can you create it? With Examples. (MERIT)
Ans. Moment of Truth can be define as any instance when the customers comes into contract with an
organization and has an opportunity to form an impression, whether you are a 'good' or 'bad'
organization. The aim for the user experience designer is to try and ensure that moments of truth
have a positive impact on the customer/user impression of the brand or product.
To create a moment of truth, you need to give people information they can't argue with. Things they want,
know, or do that are in opposition to each other.You need to give them truths they can't question
individually but that create a question together.
Examples of moments of truth could be a car wreck (contacting insurance company), suspected credit
card fraud (contacting into credit card services) or adding a new family member (contacting insurance
company).
Ques:3. Explain the customer handling skills with example in RATER Model. (DISTINCTION)
Ans.

Customer service can be difficult to evaluate, especially when only 1 out of every 26 unhappy
customers complain (and the rest leave you wondering where you went wrong).

RATER model:- 1) RELIABILITY - Reliability is the ability to perform the promised services Dependably &
Accurately. Better example of reliability than Amazon shipping: you order a Prime delivery and it’s on your
doorstep two days later. When something does go wrong – inadequate packaging or the rare late shipment –
Amazon reps are quick to respond.

2) ASSURANCE - Assurance is the Knowledge and courtesy of employees and their ability to convey Trust and
Confidence with customers. For example, if you want to open an online banking account, you’d want to know
how your money is protected. A bank can build assurance by featuring short videos and FAQ that discuss your
rights, the measures they’ve taken to secure sensitive information, and what you can do if someone hacks your
account.

3) TANGIBILITY - The tangibility is the appearance of Physical facilities, Equipments, Personnel and
Communication Materials. Example : For an online business, tangibles might be how well the website design
comes together, how easy it is to navigate the site, how accessible the FAQ are, etc. At a spa, tangibles might
include the decor, soothing aromas, and warm towels.

4) EMPATHY - Empathy is the provision of Caring and Individualized attention to customers. It is also the
capacity whether employees are ready to understand and empowered the problems of customers.
Example : Having customized responses to customers who contact your company. Adding a few sentences that
acknowledge the specific problem mentioned by a customer, then describing how that issue is being addressed,
is a wonderful way to make them feel like you care about them.
5) RESPONSIVENESS - It is the willingness to help customers and to provide Impromptu services.Good
responsiveness involves being available for customers during the times and channels that they prefer.
Example : You signed up for a free trial and decided to cancel the day before the company would have charged
you for full membership. If the company failed to respond to your cancellation request and charged your credit
card anyway, you’d be upset. You might even warn your friends that such-and-such company is a scam, even if
they fixed the situation a few days later.