CRM- ASSIGNMENT- Written Test

Learner Name Raju sarkar

Course Title Customer Service

Assessor Name Sajid Hassan Sir

Internal Verifier Deepika Ma’am

Name Date 17-07-2025
Unit Number and
Title CUSTOMER SERVICE
Assignment Title CustomerService
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
Reference id Raju sarkar Date 17-07-2025 Batch Code L-9
 CRM- ASSIGNMENT- Written Test

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-
 CRM- ASSIGNMENT- Written Test

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, service, or idea.
They are the primary focus of any business, driving revenue and growth.

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

External and Internal Customers

External Customers:
External customers are individuals or organizations outside the company that purchase or use
its products or services. Examples:

- Retail customers buying products from a store

- Clients hiring a consulting firm
- Patients visiting a hospital

Internal Customers:
Internal customers are individuals or departments within the same organization that rely on
others to perform their jobs. Examples:

- A marketing team relying on the sales team for lead generation

- A production team depending on the procurement department for raw
materials- An IT department supporting other departments with technical issues

Types of External Customers

1. Potential customers: Those who may be interested in a product or service but haven't made
a purchase yet.
2. Active customers: Those who regularly purchase or use a product or service.
3. Satisfied customers: Those who are happy with a product or service and may become loyal
customers.
4. Special customers: Those with unique needs or requirements, such as VIPs or customers with
 CRM- ASSIGNMENT- Written Test

disabilities.

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

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
To identify customer needs, businesses can use various methods:

1. Surveys and Questionnaires: Online or offline surveys to gather information about customer
preferences, behaviors, and pain points.
2. Interviews and Focus Groups: In-depth discussions with customers to understand their
needs, expectations, and experiences.
3. Social Media Listening: Analyzing customer feedback, comments, and reviews on social
media platforms.
4. Customer Feedback Forms: Collecting feedback through forms on websites, apps, or in-store.
5. Market Research: Analyzing industry trends, competitors, and market data to identify
customer needs.

Basic Needs of a Customer

1. Quality Products/Services: Customers expect products/services that meet their expectations
in terms of quality, functionality, and performance.
2. Value for Money: Customers want to feel that they are getting a fair price for the
product/service they are purchasing.
3. Convenience: Customers value ease of access, simplicity, and convenience in their
interactions with a business.
4. Good Customer Service: Customers expect responsive, helpful, and courteous service from
businesses.
5. Personalization: Customers appreciate personalized experiences, recommendations, and
communication.

Project Findings
Assuming a project where we analyzed customer feedback from a retail company, some key
findings might include:

- Customers prioritize product quality and value for money.

- Convenience is crucial, with customers expecting easy returns, flexible payment options, and
streamlined checkout processes.
 CRM- ASSIGNMENT- Written Test

- Good customer service is essential, with customers valuing responsive and helpful support.-
Personalization is increasingly important, with customers expecting tailored recommendations
and communication.

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
To identify bottlenecks in customer problems, businesses can:

1. Analyze customer feedback: Review complaints, reviews, and ratings to pinpoint

recurring issues.
2. Map customer journeys: Visualize the customer's experience across touchpoints to
identify pain points.
3. Conduct root cause analysis: Investigate the underlying causes of customer problems.

Implementing Solutions
To exceed customer expectations and enhance satisfaction:

1. Streamline processes: Simplify and optimize processes to reduce wait times, errors, and
frustration.
2. Empower customer support: Provide support teams with the training, tools, and
autonomy to resolve issues efficiently.
3. Personalize experiences: Tailor interactions, recommendations, and solutions to
individual customer needs.
4. Proactively address issues: Anticipate and resolve potential problems before they
become major issues.

Customer Expectation, Satisfaction, and Delight

1. Customer Expectation: Customers' preconceived notions about a product or service. 2.
Customer Satisfaction: Meeting or exceeding customer expectations, resulting in a positive
experience.
3. Customer Delight: Exceeding customer expectations, resulting in a memorable and
positive experience.
 CRM- ASSIGNMENT- Written Test

Correlation
- Meeting customer expectations leads to satisfaction.
- Exceeding expectations leads to delight.
- Consistently delivering delight can build loyalty and advocacy.

Customer Perception and Service Evaluation

Customer perception is closely tied to service evaluation. When customers perceive a
service as:

- High-quality: They are more likely to evaluate the service

positively.- Personalized: They feel valued and are more likely to be
satisfied.
- Responsive: They trust the service provider and are more likely to be loyal.

By understanding customer perception and its impact on service evaluation, businesses

can:

- Improve service quality: Focus on delivering high-quality services that meet customer
expectations.
- Enhance customer experience: Personalize interactions, respond promptly, and
anticipate customer needs.
- Build loyalty: Consistently deliver delightful experiences, fostering loyalty and advocacy.

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

(MERIT)
Ans.

Analyzing Customer Satisfaction, Customer Delight, and Customer Retention

Customer satisfaction, customer delight, and customer retention are interconnected
concepts crucial for business success.

Customer Satisfaction
Customer satisfaction occurs when a brand meets customer expectations, delivering value
for the price paid. It's a baseline measure indicating the product or service was good
enough. Measuring customer satisfaction can be done through metrics like CSAT (Customer
Satisfaction Score), which gauges satisfaction levels on a numerical scale.
 CRM- ASSIGNMENT- Written Test

Customer Delight
Customer delight goes beyond satisfaction, exceeding customer expectations and creating
a memorable experience. Delighted customers experience positive feelings, feel surprised,
and develop an emotional connection with the brand. Strategies to delight customers
include ¹ ²:
- Excellent Customer Support: Providing responsive, helpful, and efficient support.-
Personalization: Tailoring experiences to individual needs and preferences.
- Gifts and Surprises: Offering unexpected rewards or gestures.
- Loyalty Programs: Implementing structured marketing strategies to incentivize repeat
customers.

Customer Retention
Customer retention is closely tied to satisfaction and delight. Delighted customers are more
likely to be loyal, make repeat purchases, and advocate for the brand. Strategies to retain
customers include:
- Building Trust: Consistently delivering value and support.
- Fostering Community: Creating spaces for customers to connect and share
experiences.- Acting on Feedback: Responding to customer concerns and improving
services.

Key Metrics
To measure customer satisfaction, delight, and retention, businesses can use metrics like ²¹:
- Net Promoter Score (NPS): Gauging likelihood to recommend the brand.
- Customer Satisfaction Score (CSAT): Measuring satisfaction levels.
- Customer Churn and Retention Rate: Tracking customer loyalty.
- Sentiment Analysis: Analyzing customer feedback to determine emotional tone.

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.
 CRM- ASSIGNMENT- Written Test

Customer Service Skills

External Customer Service Skills

1. Communication: Clear, concise, and respectful communication.
2. Empathy: Understanding and acknowledging customers' feelings.
3. Problem-solving: Resolving issues efficiently.
4. Product knowledge: Understanding products/services.

Internal Customer Service Skills

1. Collaboration: Working effectively with colleagues.
2. Active listening: Understanding colleagues' needs.
3. Adaptability: Flexibility in responding to changing needs.

RATER Model
The RATER model evaluates customer service based on:

1. Reliability: Consistency in delivering services.

2. Assurance: Credibility, trustworthiness.
3. Tangibles: Physical evidence (e.g., facilities, equipment).
4. Empathy: Understanding customers' feelings.
5. Responsiveness: Timely responses.

Example
A customer calls about a delayed order:

- Reliability: "We apologize for the delay. We'll update you on the new delivery date."-
Assurance: "We're committed to resolving this issue."
- Tangibles: "You can track your order online."
- Empathy: "We understand your frustration."
- Responsiveness: "We'll follow up with you within 24 hours."

Self-Assessment
Reflecting on my aptitude for serving others:

- Strengths: Empathy, active listening.

- Areas for improvement: Product knowledge, assertiveness.

By developing these skills and applying the RATER model, can enhance customer satisfaction
 CRM- ASSIGNMENT- Written Test

and deliver exceptional service.

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)
Ans.
Service Provider Perspective
As a service provider, I would focus on delivering exceptional customer experiences. Here's
how I would render service differently:

Changes
1. Personalized interactions: Tailor communication to individual customer needs and
preferences.
2. Proactive issue resolution: Anticipate and address potential issues before they become
major problems.
3. Omnichannel support: Provide seamless support across multiple channels (phone, email,
chat, social media).
4. Empathy-driven approach: Train staff to empathize with customers, understand their
emotions, and respond accordingly.
5. Continuous feedback loop: Regularly collect customer feedback and implement changes to
improve services.

Implementation
1. Staff training: Provide ongoing training on customer service skills, product knowledge, and
empathy.
2. Process optimization: Streamline processes to reduce wait times, errors, and frustration. 3.
Technology integration: Leverage technology to enhance customer experiences, such as AI-
powered chatbots or personalized recommendation engines.
4. Customer journey mapping: Visualize customer interactions to identify pain points and
opportunities for improvement.
5. Performance metrics: Track key performance indicators (KPIs) such as customer
satisfaction, net promoter score, and first response time.

Benefits
By implementing these changes, I would expect to see:

1. Improved customer satisfaction: Increased loyalty and retention.

2. Enhanced customer experience: Personalized interactions and proactive issue resolution.
 CRM- ASSIGNMENT- Written Test

3. Increased efficiency: Streamlined processes and technology integration. 4.

Competitive advantage: Differentiation through exceptional customer service.

Question7. How would you handle an angry customer? Explain with reasoning. (DISTINCTION)
Ans.
Handling an Angry Customer
When dealing with an angry customer, my approach would be:

Step 1: Stay Calm and Empathize

1. Remain calm: Keep a calm tone and demeanor to de-escalate the situation. 2.
Acknowledge emotions: Recognize the customer's feelings and show empathy.

Step 2: Listen Actively

1. Allow them to express: Let the customer share their concerns without interruption.
2. Take notes: Document the issue to ensure understanding.

Step 3: Apologize and Take Ownership

1. Apologize sincerely: Express regret for the inconvenience or issue.
2. Take ownership: Assume responsibility for resolving the issue.

Step 4: Resolve the Issue

1. Offer solutions: Provide alternatives or solutions to address the customer's concern.
2. Explain the process: Clearly outline the steps to resolve the issue.

Step 5: Follow-up
1. Check satisfaction: Verify that the issue is resolved to the customer's satisfaction.
2. Thank them: Express appreciation for the customer's feedback.

Reasoning
1. De-escalation: Staying calm and empathetic helps reduce tension.
2. Understanding: Active listening ensures understanding of the issue.
3. Accountability: Apologizing and taking ownership demonstrate accountability.
4. Resolution: Offering solutions and explaining the process resolve the issue. 5.
Follow-up: Verifying satisfaction shows commitment to customer satisfaction.
CRM- ASSIGNMENT- Written Test