Model Answers Series 3 2010 (3014)

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LCCI International Qualifications

Customer Service Level 3

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Customer Service Level 3 Series 3 2010

How to use this booklet

Model Answers have been developed by EDI to offer additional information and guidance to Centres, teachers and candidates as they prepare for LCCI International Qualifications. The contents of this booklet are divided into 3 elements:

(1) Questions – reproduced from the printed examination paper (2) Model Answers – summary of the main points that the Chief Examiner expected to

see in the answers to each question in the examination paper, plus a fully worked example or sample answer (where applicable)

(3) Helpful Hints – where appropriate, additional guidance relating to individual

questions or to examination technique Teachers and candidates should find this booklet an invaluable teaching tool and an aid to success. EDI provides Model Answers to help candidates gain a general understanding of the standard required. The general standard of model answers is one that would achieve a Distinction grade. EDI accepts that candidates may offer other answers that could be equally valid.

© Education Development International plc 2010 All rights reserved; no part of this publication may be reproduced, stored in a retrieval system or transmitted in any form or by any means, electronic, mechanical, photocopying, recording or otherwise without prior written permission of the Publisher. The book may not be lent, resold, hired out or otherwise disposed of by way of trade in any form of binding or cover, other than that in which it is published, without the prior consent of the Publisher.

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QUESTION 1 (Compulsory) Owners of independent retail outlets in the main street of a local town have formed a chamber of commerce – an association of traders in the shopping centre. Following their collaboration with the local council, there has been a major refurbishment. Innovations include not only toilets for the disabled but there are baby-changing facilities while signs are in Braille and languages spoken in the area. Many of the stores cater for local people with an Italian delicatessen as well as Indian, Greek and Turkish Restaurants. Now, the chamber wants advice from someone who has studied customer service to offer training to those working with customers. (a) (i) Distinguish between an internal and external customer.

(3 marks) (ii) Apart from the shop-owners themselves, list internal customers who need to be trained in

improved customer service. (2 marks)

(b) (i) Explain the importance of diversity in customer service.

(3 marks)

(ii) Describe two (2) ways that the needs of diverse groups are being met in the refurbished shopping center.

(2 marks) (c) Provide a checklist for the store owners to encourage their staff to bring excellence to customer service.

(5 marks) (d) For the benefit of the sales staff and shop assistants, outline a framework of six steps for

handling complaints or problems. (6 marks)

(e) (i) Identify informal ways that store owners could use to assist in proposing and implementing changes.

(2 marks) (ii) State your reasons for not instigating a formal route.

(2 marks)

(Total 25 marks)

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MODEL ANSWER TO QUESTION 1 (a) Syllabus Topic 1: The Developing Role of Customer Service (1.1)

(i) Award three (3) marks for an answer that includes the following:

Internal customers are individuals in other parts of the same organisation who are supplied with products or services from a department while external customers are private individuals or persons from other organisations who make purchases

(3 marks) (ii) Award two (2) marks for mention of shop assistants, waitresses and sales representatives

having a customer-facing role (even any ‘backroom’ staff who have occasional contact such as those making up spectacle frames in an opticians

(2 marks) (b) Syllabus Topic 2: Delivering Reliable Service (2.8) (i) Award three (3) marks for a statement covering the following lines: -

Diversity recognises uniqueness - made up of a mix of visible and non-visible individual characteristics. Treating everyone the same is not necessarily going to work as different people will have different aspirations, expectations and needs. Treating people fairly means a business benefits since people from diverse backgrounds, age groups, etc. are likely to be attracted to a particular organisation because of its reputation for equality and its respect for people.

(3 marks) (ii) Award one (1) mark each for any two of the following: -

- toilets for the disabled - signs in Braille - signs in languages spoken in the area.

(2 marks) (c) Syllabus Topic 3: Communicating with Internal and External Customers (3.9) Award up to one (1) mark each for up to five points from the following: - Checklist for Customer Excellence

- Greet the customer - Customers expect a friendly, positive greeting with eye contact, a smile (if appropriate) and receptive body language

- Discover needs - Finding out what the customer needs tells you how to deal with the rest of the

customer interaction. Use your skills of listening and communicating. - Meet needs - Respond effectively by acting quickly and with confidence. - Recognise what you must do to deliver the promise to the customer - Try your best to exceed the customer's expectations.

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QUESTION 1 CONTINUED

- Make moment memorable - This is where you need to be creative and imaginative. - Do something special. It could be something big or something little. Whatever it is, it makes

the customer feel good. - Check the result - You can be the first to get customer feedback very simply by asking a

question such as: "How was our service today?" You might ask with sincerity: "Is there anything else I can do for you?" This is a perfect way of checking whether all the customer's needs have been met.

- Leave the door open - Encourage your customers to return to your organisation. Customers like to be appreciated. You might say: "I hope we can help you again", or simply:

"Thanks for your support - hope to see you next time." (5 marks)

(d) Syllabus Topic 4 – Handling and Solving Customer Problems and Complaints (4.3)

Award six (6) marks (each mark divided between just mention and then elaboration) for answers covering the following steps: -

(1) Say you are sorry (2) Find out what went wrong (3) Empathise (4) Take action immediately (5) Show you are sorry (6) Follow it up and close down

(6 marks) (e) Syllabus Topic 5 – Influencing Improvement and Effective Change (5.4) (i) Award two (2) marks for the following or similar:

Store owners can initiate informal/fact-finding discussions to sound out 'grass roots' opinion or encourage informal interest groups of staff to discuss how proposed changes may affect them and how they can make the change over painless and effective.

(2 marks)

(ii) Award two (2) marks for the following or similar:

The stores are mostly small with a few members of staff hence it is better to encourage involvement and enable empowerment. Also the lines of communication are short - even with the customers.

(2 marks)

(Total 25 marks)

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QUESTION 2 A women’s hairdressers offers some basic beauty treatments such as advice on how clients can care for their complexions and applying cosmetics together with cutting, dyeing, bleaching and curling hair. However most of its customers are middle-aged while the salon is in a multi-cultural area where there are also many female teenagers. A visit to a local chain of chemists has noticed that there are more and more male grooming and hair-care products. A nearby shopping centre has stores offering pedicures and manicures while the local papers advertises aromatherapy and a gym has tanning facilities. Most vital of all, the owner has ignored the dissatisfaction of its established clientele and the few new customers it has had. (a) (i) Define ‘added service value’.

(2 marks) (ii) State what the owner should consider before adopting any innovations.

(3 marks) (b) (i) List three questions that an organisation might need to ask customers before introducing

new services. (3 marks)

(ii) Recommend how staff should prepare to sell customers a new service.

(3 marks)

(iii) Describe how the body language of a customer might help feedback useful information about the selling process.

(3 marks) (c) (i) State two barriers giving your reasons that you think could prevent rapport being

established in a scenario such as the above. (2 marks)

(ii) Explain how you could send positive messages to overcome any barriers.

(3 marks) (d) Outline how the owner may have benefited if customers’ and clients‘ dissatisfaction had not

been ignored. (3 marks)

(e) Explain to the owner how he can be assured that any proposed improvements to services may

eventually be accepted by most customers. (3 marks)

(Total 25 marks)

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MODEL ANSWER TO QUESTION 2 (a) Syllabus Topic 2: The Developing Role of Customer Service (1.4) (i) Award two marks (2) for definition in this style:-

Added service value is the extra, over and above the present basic services offered to customers that can truly delight and keep them loyal.

(2 marks)

(ii) Award three (3) marks for the following with an additional mark for a concrete suggestion: -

The hairdresser should consider new aspects of customer service along with the current basic services, ensure they are not provided by other organisations in the area and so are likely to win over and keep new customers.

(3 marks) (b) Syllabus Topic 2: Delivering Reliable Service (2.9)

(i) Award one mark each for up to three questions selected from below: -

How do our customers see us? What service do we give our customers? What service do our customers want from us? Are our customers satisfied with the service they receive? Why have we lost customers?

(3 marks) (ii) Award up to three (3) marks for selection from this or similar: -

- Be fully conversant with any new service - Try to become an expert advisor to customers on the new service - Establish who can answer customers' questions if selling staff can’t - Determine (emotional/logical) benefits that ownership (buying) brings - Relate to customers and get them to relate to staff so they will listen to what say

(3 marks)

(iii) Award up to three (3) marks a selection from these or similar: -

- Customers can tell you a lot about themselves if you observe their body language - Avoids being tempted to rush in too quickly (and alienate customers not ready to

communicate) - Ensures apt timing (prevents customers becoming annoyed and leaving) - Observing customers identifies best time to approach customers - Stimulates way of starting conversations - Creates foundation for rapport.

(3 marks)

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QUESTION 2 CONTINUED (c) Syllabus Topic 3: Communicating with Internal and External Customers (3.8)

(i) Award up to one (1) mark for two selected from the following (or others) but they must be qualified: -

- rudeness - indifference - ignorance - emotional reactions - prejudice - assumptions - lack of knowledge - language difficulties - non-verbal actions - jargon - failure to listen

(2 marks) (ii) Award one (1) mark each for up to three from the following: -

DO talk to people in a reasonably friendly tone of voice DO listen to what the customer is saying (really listen!). DO try to put yourself in his or her position, to gain understanding. DO ask questions that get to the bottom of a problem (open questions e.g. why, what, how, etc, that prevent yes/no answers). DO smile - it generates warmth, friendship, and understanding. DO be honest with the customer - lies are built on shifting sand.

(3 marks) (d) Syllabus Topic 4: Handling and Solving Customer Problems and Complaints (4.2) Award three (3) marks for similar to the following: -

The owner would have understood their feelings, needs, and problems; highlighted problems that had not previously been known or envisaged; headed off potential situations that have been damaging; got immediate feedback on matters that were creating or causing problems; ensured that specific or identified problems do not occur again.

(3 marks) (e) Syllabus Topic 5: Influencing Improvement and Effective Change (5.2)

Award up to three (3) marks for an explanation covering the following: - There is no point in the hairdresser providing a service that has not in some way been 'tested' on a part of the customer base as it would put at risk any budget that is being allocated. Without any measure of suitability, ability to meet customer needs, and acceptance, there is a potential disastrous outcome. An organisation needs to include product/service testing or sampling by a selected cross-section of their customer base since this enables it to judge results and opinions and to decide if a product or service launch goes ahead, or needs some 'fine tuning', some adjustment to the original concept, before final launch.

(3 marks)

(Total 25 marks)

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QUESTION 3

Fans at a local football stadium are complaining that they do not feel that they are being treated as loyal supporters and the club is only interested in taking their money. They can only buy entrance tickets from automatic vending machines on match days unless they have paid in advance for over-priced season tickets or on-line. All seats cost the same with no reduced prices for senior citizens or children. There are numerous franchised outlets to buy refreshments but these are much more expensive compared with the outlets owned by the same franchisees in nearby shopping centres. At a recent match, there was chaos as there were too few stewards for fans find their seats due to a flu endemic and the Christmas holiday period. (a) (i) In the above scenario, outline two (2) different aspects of the service that could be classified as: - - equipment-based - profit-orientated

(2 marks)

(ii) Select and describe three (3) ways that the service fails to be end-user friendly (3 marks)

(b) (i) Summarise the problems that are occurring due to the above situation

(3 marks) (ii) How could the problems of illness over the Christmas period have been overcome?

(3 marks) (c) (i) State three (3) needs that the fans might want as customers of the stadium

(3 marks) (ii) Describe three (3) business objectives that could be met by fulfilling those of the fans.

(3 marks) (d) (i) State:-

- percentage of fans likely to tell others about their bad experiences

- percentage of fans likely to renew their season tickets if their complaints were handled well

(2 marks)

(ii) What could be the worst consequence for management for failing to solve any problems?

(3 marks)

(e) Explain to the management how teamwork could initiate change at the stadium. (3 marks)

(Total 25 marks)

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MODEL ANSWER TO QUESTION 3 (a) Syllabus Topic 1: The Developing Role of Customer Service (1.3)

(i) Award one (1) mark each for the following: -

Equipment-based - They can only buy entrance tickets from automatic vending machines on match days or have paid in advance for over-priced season tickets or on-line Profit-orientated - much more expensive outlets compared with those owned by the same franchisees in nearby shopping centres or over-priced season tickets

(2 marks) Note: Do not give marks for both in either of above (ii) Award one (1) mark each for a selection up to maximum of three such as the following: -

- they do not feel that they are being treated as loyal fans - the club is only interested in taking their money - No personal service for buying entrance tickets - no reduced prices for senior citizens or children - too few stewards for fans find their seats

Note: Do not give marks if whole scenario is copied in the hope of hitting the right answer

(3 marks)

(b) Syllabus Topic 2: Delivering Reliable Service (2.6) (i) Award three (3) marks for a selection (but avoiding any near) repeats: -

- Poor standards of service - Service fails to meet its description - Service fails to meet its purpose - The service promised is not provided - The service promised does not match its description - Overall customer service is poor. - Due staff shortage, facilities fall below acceptable standards. - Resultant service can be haphazard thereby alienating customers. - Lack of customer service or care creates bad feeling. - Services which do not match up to their description cause inconvenience or distress to

customers and increase complaints (3 marks)

(ii) Staff, even if in management positions, who have had experience to be delegated to head

up apt aspects of customer service in direct contact with customers assisted by students recruited from local higher educational establishments or even fans prepared to volunteer

(3 marks)

(c) Syllabus Topic 3: Communicating with Internal and External Customers (3.8) (i) Award three (3) marks for three from these or similar: -

- Services that meet their needs - Value for money, sometimes at lowest cost - Courteous and prompt attention - always! - To have complaints heard and acted on – promptly

- To be satisfied (3 marks)

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QUESTION 3 CONTINUED (ii) Award three (3) marks for two from the following or similar: -

- To maintain a profitable enterprise - To maintain or improve market share - To supply services that are in demand - To be innovative and proactive in delivering new lines that maintain customer interest and sales. - To retain customer loyalty. - A capable and reliable workforce.

(3 marks) (d) Syllabus Topic 4: Handling and Solving Customer Problems and Complaints (4.7) (i) Award one (1) mark each for the following (taken from the Best Practice Guide for Customer Service Professionals) or similar: -

- 89% - 90% of customers are likely to re-purchase from a company that has handled a

complaint well (2 marks)

(ii) Award one (1) mark each for the following (up to a maximum of three): -

- tarnishing of the club’s image - adverse media attention/bad publicity - loss of market share/downturn in business (fall in attendance) - increased competitor share of market (fans transfer loyalty) - reduction of staff (players, coaching staff and service staff) - removal of chairman/board of directors (or both) - bankruptcy /receivership.

(3 marks)

(e) Syllabus Topic 5: Influencing Improvement and Effective Change (5.5) Award three (3) marks for

- Encouraging others to see the benefits of actions on the customers' perception of, and loyalty to the club

- Sharing ideas that improve customer relationships. - Supporting ideas put forward by colleagues. - Involving others in implementing ideas to improve service delivery. - Encouraging discussion and action that involves all the team in problem solving and better

service provision - Gaining the support of management to implement ideas put forward by the team.

(3 marks)

(Total 25 marks)

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QUESTION 4 A local authority collects refuse from all households within a city. The council website has details of the names of managers, full postal addresses, e-mail addresses and phone numbers as well as locations for local recycling facilities (known as ‘rubbish dumps’). Even though the residents leave their bins at the entrance of the premises as requested by the council, the collectors refuse to take some of the bins saying that they are still inaccessible. This results in complaints from the residents. The collectors also refuse to take large items such as large pieces of furniture. Some residents are not aware that refrigerators have to be disposed of in a specialist way. (a) Compare the differences between customer service managed by a public body and a private

sector organisation. (6 marks)

(b) Explain how service can be improved to the satisfaction of all by support for the refuse

collection service from: -

(i) Householders

(ii) internal staff within the council (4 marks)

(c) Outline the most appropriate individual method to effectively respond to each of the following

(bearing in mind that not all residents have access to ICT technology):

(i) a complaint from an individual saying that bins are full and overflowing with rubbish

(ii) needing to inform all residents of re-scheduling the collection giving reasons behind change

(iii) an enquiry about bin missed on collection round – customer has left mobile phone

number

(iv) a request by e-mail to ask about collection of extra large item (e.g. refrigerator) (5 marks)

(d) Describe how a quality team could avoid the repetition of customer problems and complaints for

the local council. (5 marks)

(e) (i) State two (2) reasons why the refuse collectors (rather than the council) may want to

resist change. (2 marks)

(ii) Explain how the initiative for change can be other than by the council.

(3 marks)

(Total 25 marks)

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MODEL ANSWER TO QUESTION 4

(a) Syllabus Topic 1: The Developing Role of Customer Service (1.7) Allocate the six (6) marks for comparisons along these lines: -

Not for Profit or Public Sector Organisations (Local Council)

Commercial Private Sector Organisations

Aim might be to provide a service to the people who use it (e.g. residents) to a defined service standard. The council services must be acceptable or there may be a refusal to pay local taxes/rates. Hence, reputation is critically important. Not only will it ensure financial security due to funding received from government Councillors may lose their seats at elections. The council may set performance targets (or have them set by central government) to ensure service levels are up to standard which are often linked to performance benchmarks

Main aim of a commercial business is to implement its business plan to maximise profits Businesses recognise that excellent customer service is essential to the reputation of the business. Reputation is especially important amongst customers as competitors are also trying to establish their reputations either via the product being better and the level of service being the best in the market, especially where the products are similar. Becoming a service leader is a key objective for profit-making organisations

(6 marks)

(b) Syllabus Topic 2: Delivering Reliable Service (2.4) Award two (2) marks each for each part (i) It requires the support of its ‘customers’ (or householders) in co-operating with, and

continuing to use services it provides without complaint.

Continued ‘customer’ support is gained by providing residents with the expedient and valued services that they need at the perceived cost to them.

(ii) For an organisation to succeed, it requires support from management to the workforce and

a reciprocating support back from employees to the senior sector of the organisation.

Within the organisation, being valued is one of the key elements to maintaining a happy and productive staff and its effectiveness and success can permeate throughout the organisation to produce major benefits.

(4 marks) (c) Syllabus Topic 3: Communicating with Internal and External Customers (3.10)

Award one (1) mark each for the following with a bonus mark for overall quality:

(i) face-to-face to establish if allegations are true (ii) letter via post to all residents - economical and includes all who may not have email (iii) telephone – the customer has left mobile phone number (iv) email – as no other contact means may have been given

(5 marks)

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QUESTION 4 CONTINUED (d) Syllabus Topic 4: Handling and Solving Customer Problems and Complaints (4.8) Award (5) marks for this or similar: -

These are drawn from across the organisation, to cover all areas of operation and expertise, or in some instances, where appropriate, from a specific department within the organisation. Their role is to ascertain areas where customer satisfaction has not been met or may not be met, and can include: - identifying problem or complaint areas; - individually establishing potential solutions; - brainstorming as a team to suggest solutions; - working as a team to deliver agreed solutions; - having management support and approval to implement the necessary changes.

(5 marks) (e) Syllabus Topic 5: Influencing Improvement and Effective Change (5.7) (i) Award one (1) mark each for up to two from: -

Staff are suspicious of any change, as they feel it to be a threat to their working stability and potentially to their jobs (i.e. change = restructuring = redundancy). Some individuals within the organisation (staff and/ or management) are resistant to new strategy, information technology, status, financial reward.

The changes are geographical, with amendments to working schedules, disruption, relocation of personnel and their families, etc.

(2 marks)

(ii) Award three (3) marks for: -

Initiative can come from lower down the hierarchy in an organisation, from the very grass roots/front line in some instances. The originality and impetus can come from a single individual making a commitment. Alternatively, a group or department within the organisation can be the catalyst that sparks a change process which can spread throughout the organisation

(3 marks)

(Total 25 marks)

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QUESTION 5 The young staff in a chain of mobile phone shops are too informal as they believe they are selling only the latest technological fads and fail to realise business customers may be buying a number of instruments and service packages to cover sales and service personnel. Although much of the paperwork is generated on-line, there have been complaints from corporate customers about how they have been addressed, spoken to and written to. At least one of the volume customers has complained about the casual way important information is collected and stored. These customers who have been placing large orders are easily supported compared with dealing with similar, simple and frequent complaints from individuals. (a) (i) Explain differences between features and benefits.

(3 marks)

(ii) Outline the major benefit of the phone shop having a national chain to a company with traveling sales representatives and installation engineers.

(2 marks) (b) (i) State three (3) major principles that must be observed by law if storing and using

personal data. (3 marks)

(ii) Apart from adopting any major legal principles, outline two (2) key guidelines that should

be introduced at the shops related to data protection. (2 marks)

(c) State how the principles of communicating by letter or fax should be applied to all written

contacts (including on-line paperwork) with customers. (5 marks)

(d) Discuss the importance of dealing with a customer complaint promptly.

(4 marks) (e) (i) Outline two (2) key points to remember when considering a telephone survey.

(3 marks) (ii) Describe the advantages of undertaking a face-to-face survey.

(3 marks)

(Total 25 marks)

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MODEL ANSWER TO QUESTION 5 (a) Syllabus Topic 1: The Developing Role of Customer Service (1.8) (i) Award three (3) marks for

While features of a product or service are its characteristics, such as size, colour, hours of business, power, output, speed and location, the benefits of a product or service are 'what is in it for the customer'.

(3 marks)

(ii) Award two (2) marks for:-

Personnel can call in at a local outlet to correct any faults such as unlocking, problems are solved immediately and they do not lose a vital lifeline for making and changing appointments, getting advice from head office or requesting samples or spares.

(2 marks) (b) Syllabus Topic 2: Delivering Reliable Service (2.7) (i) Award one (1) mark for a selection of up to three from the following:

- Data which is held must be fairly and lawfully obtained and processed. - Data files must be registered (like registering a car or the birth of a child). - Personal data must only be used for limited purposes. (Those purposes must be stated when the data file is registered) - The data held about people must only be what is needed for the registered purposes: it

must be "adequate, relevant and not excessive." - The organisation that holds the personal data must ensure that it is accurate and true - Personal data must not be kept for longer than is necessary (for the purposes stated) - Personal Data must be processed in line with the data subject's rights. - Personal Data must be kept secure (e.g. no-one else can access/misuse it). - Personal Data must not be transferred to other countries without adequate protection)

(3 marks) (ii) Award one (1) mark for two from the following (or similar): -

- Keep to the organisation's guidelines on how to collect, store and retrieve information about customers

- Use computer identities and passwords properly to protected personal data from misuse by unauthorised people

- Staff to check with managers before changing the type of customer information that is recorded

(2 marks)

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QUESTION 5 CONTINUED (c) Syllabus Topic 3: Communicating with Internal and External Customers

Award three (5) marks for: - When you communicate in any written form you need to be accurate. Remember that writing to the customer is coming not just from you, but from your organisation. You must use the right style and layout that your organisation has chosen. (This is sometimes called the "house style"). You may find a template on your organisation's computer system that you can use for any documents which you send out. If so, this can help you to produce documents which look very professional, creating a favourable impression with your customers. Ensure the template you use has been reviewed recently - today's customers demand friendly correspondence. If your spelling or grammar is not too good, get the letter checked by someone else. Always take time to ensure accuracy. If you do not do this and you send out a document with errors, you are creating a bad impression with your customers.

(4 marks)

(d) Syllabus Topic 4: Handling and Solving Customer Problems and Complaints (4.5) Award four (4) marks for: -

The bottom line in all complaint handling is to ensure that the customer's complaint is acknowledged, acted on, and resolved as far as possible. It goes without saying that the organisation must also take whatever steps are necessary to ensure that the problem/ cause for complaint does not reoccur.

(4 marks) (e) Syllabus Topic 5: Influencing Improvement and Effective Change (5.3) (i) Award three (3) marks for the following or similar: -

They are the spoken version of the written questionnaire, where the surveyor is asking questions from a prepared list. Care must be taken as people may not want to spend a lot of time on the ‘phone. They may not want to answer sensitive questions.

Telephone surveys should have a set number and type of questions that require a yes/ no answer (again on a scale of 1 to 5, for example). Closed questions are best as body-language cannot be observed.

If a number scale answer format is used for survey, it may be best to have an even number scale of response to avoid middle-of-the-road answers (e.g. 1 to 5; a vote for 3 means neither one extreme nor the other).

(3 marks)

(ii) Award three (3) marks for the following or similar: -

Face-to-face surveys provide a means for more in-depth response - 'Can you tell me why you have stopped shopping at a particular store? Like the preceding methods, can use a scalar type questions but more of them as well as yes/no, or agree/disagree type of questioning. It is also possible to include open questions. You are more likely to get sensitive information especially if asked at the end (once trust has been established).

(3 marks)

(Total 25 marks)

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QUESTION 6 Elaborate weddings are now costing several thousand pounds so the owner of a venue has expanded from just hiring out the premises for marriage ceremonies to offering a package deal which covers vehicle hire (including vintage open top cars, formulating menus, decorating the venue and even, making bridal and bridesmaids’ dresses). The owner has employed specialist chefs, dressmakers and even chauffeurs who she intends should reach their full potential. The owner is keen to make each wedding day memorable but the staff face problems of brides’ mothers panicking about every detail, brides’ fathers worried about cost and nervous brides wanting to go over the top. In addition, they hear about how the groom’s families won’t contribute to the cost but are demanding too much from the celebrations. (a) Comment how the Power organisational structure is being applied by the owner in the above

situation. (3 marks)

(b) Explain why the owner should be confident and encourage her staff with a positive approach.

(5 marks)

(c) (i) Identify examples of stress occurring in the above situation.

(3 marks) (ii) Recommend how the staff can cope with any stress being caused to them as a result (not to the customers).

(3 marks) (d) (i) Outline why it would be wrong for a waiter or waitress to comment when a guest at the

wedding complains about the quality of the food (especially the lack of taste). (2 marks)

(ii) To whom should the complaint be addressed? Give your reasons for involving a more

senior member of the staff. (3 marks)

(e) (i) State three stages for waiters and waitresses to learn more about wines.

(3 marks) (ii) Describe how the training might be achieved.

(3 marks)

(Total 25 marks)

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MODEL ANSWER TO QUESTION 6

(a) Syllabus Topic 1: The Developing Role of Customer Service (1.2) Award three (3) marks stating that the owner is an individual (in this case) intending to exert

influence on a group of employees to fulfil their potential (3 marks)

(b) Syllabus Topic 2 Delivering Reliable Service (2.5) Award five (5) marks for the following or similar: -

Positive direction and motivation are likely to deliver positive attitudes and good customer service. In providing an example to others, the individual is also creating a better and more positive team atmosphere. Individuals in an organisation, no matter how large or small the organisation, by providing this example engender a confidence that permeates through to their colleagues. This builds morale, increases teamworking and ultimately rubs off on the customer. What is important is that these signals are picked up by management and harnessed, so that benefits can be applied to all areas of the organisation.

(5 marks) (c) Syllabus Topic 3: Communicating with Internal and External Customers (3.9) (i) Award three (3) marks for any three of the following: -

- brides’ mothers panicking about every detail - brides’ fathers worried about cost and nervous - brides wanting to go over the top - they feel that grooms’ families won’t contribute to the cost - grooms’ families demanding too much from the celebrations

(3 marks)

(ii) Award three (3) for advice similar containing elements such as: -

Trying being able to get through stressful situations without falling apart or reacting in a negative way Coping with stress in an active and positive way Being optimistic about working through problems to overcome them

If the stress comes from the job, use personal life to do things which relieve the stress, such as exercise and leisure activities. Remember, at such times, that the best reason for becoming a customer service professional could be the job satisfaction that you get from your customers - thereby reducing your stress levels.

(3 marks) (d) Syllabus Topic 4: Handling and Solving Customer Problems and Complaints (4.6)

(i) Award two (2) marks stating that they are not empowered or even knowledgeable to comment on the food quality and it is also a subjective matter

(2 marks)

(ii) Award three (3) marks for suggesting the complaint should be referred to the chef who has the authority and can explain the nature of the food, the ingredients and the recipes

that were used in an authoritative and possibly objective way so that the guest may be appeased.

(3 marks)

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QUESTION 6 CONTINUED (e) Syllabus Topic 5: Influencing Improvement and Effective Change (5.5)

(i) Award one (1) mark each for: -

(1) Activity to be learnt (2) How am I going to do this? (3) Who will help and where will training take place

(3 marks)

(ii) Award one (1) mark each for selection from (and/or feasible others): -

- Different types of wine and their qualities related to varied menus - Tasting sessions, studying wine labels, reading relevant books - Wine waiter at the venue and specialist wine merchants supplying the venue - Visits to vineyards

(3 marks)

(Total 25 marks)

1517/2/10/MA Page 20 of 12 © Education Development International plc 2010

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