CRM- ASSIGNMENT- Written Test

Kiran
Learner Name Terdal

Course Title
Customer Relationship Management

Kamal
Assessor Name Madan Sir

Megha 26/ 02 /
Internal Verifier Name Mam Date 2025
Unit Number and TitleCUSTOMER SERVICE
Assignment Title Customer Service
Outcome
Number(s) Examine the importance of Customer Service.
and Statement(s)
26/02/202 26/02/2
Date Set 5 Hand In Date 025

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 Kiran Terdal

Reference id FIAT/PDP/23-24/538 Date. 26/02/2025 Batch Code. :- G4

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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-
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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: A customer is an individual or organization that purchases goods or services from a
business. Customers are the end-users who drive demand and are essential for the success of any
company.

Customer Service: Customer service refers to the assistance and support provided by a business to its
customers before, during, and after a purchase. It ensures customer satisfaction by addressing inquiries,
solving problems, and offering guidance on products or services.

External and Internal Customers

1. External Customer

An external customer is someone who does not belong to the organization but purchases or uses its
products and services. These customers generate revenue for the company and rely on its offerings to
meet their needs.

Example from Project Work:

In a software development project, the external customers could be the clients who have contracted the
company to build an application. They expect timely delivery, high-quality performance, and ongoing
support for the software.

2. Internal Customer

An internal customer is an individual or department within the organization that depends on the
services, resources, or work of another department to complete their tasks effectively.

Example from Project Work:

In the same software development project, the internal customers might include:

The development team, which depends on the quality assurance (QA) team for testing feedback.
The customer support team, which relies on the IT team to ensure the software runs smoothly for
external users.
Types of External Customers
Individual Customers – End-users who purchase a product or service for personal use (e.g., a customer
buying a smartphone).
Business Customers (B2B) – Companies that buy products or services for operational needs (e.g., a retail
store purchasing inventory from a wholesaler).
Government Customers – Public sector organizations that procure goods or services (e.g., a government
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agency contracting a firm for IT solutions).

International Customers – Customers from other countries who purchase goods or services (e.g., a
global company outsourcing services from a foreign vendor).
Non-Profit Organizations – NGOs or charitable organizations that purchase products/services for their
operations (e.g., a charity buying bulk food supplies).

[Link] 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.
Methods/Strategies to Identify Customer Needs
Understanding customer needs is crucial for delivering high-quality products and services. Businesses
use various strategies to identify and analyze these needs. Below are some common methods:

Customer Surveys and Feedback Forms

Businesses conduct surveys to collect direct feedback on customer expectations, satisfaction, and
potential improvements.
Example: Sending post-purchase surveys or online feedback forms to understand customer preferences.
Interviews and Focus Groups
One-on-one interviews and focus groups help in obtaining in-depth insights into customer needs and
expectations.
Example: A company conducting interviews with its top clients to understand their experience with a
service.
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Market Research and Competitor Analysis

Businesses analyze market trends and competitor offerings to anticipate customer needs.
Example: A software company studying competitor features to determine what functionalities users
expect.
Social Media Listening and Online Reviews
Monitoring customer interactions, complaints, and feedback on platforms like Twitter, Facebook, and
Google Reviews.
Example: A business tracking comments about its product on social media to identify areas for
improvement.
Customer Support Interactions and Complaints Analysis
Analyzing recurring issues and concerns raised through customer support channels helps in recognizing
pain points.
Example: A retail business reviewing customer service tickets to find common complaints about delayed
deliveries.
Sales and Service Team Insights
Sales and customer service teams directly interact with customers and can provide valuable insights into
their needs.
Example: A car dealership using input from sales representatives to understand buyer preferences in
vehicle features.
Basic Needs of a Customer
Customers generally have fundamental expectations when engaging with a product or service. These
can be classified into five key areas:

Product/Service Quality – Customers expect high-quality and reliable products/services that fulfill their
intended purpose.
Value for Money – Customers seek competitive pricing and expect the benefits to outweigh the cost.
Convenience – Customers prioritize ease of use, accessibility, and efficient service delivery.
Customer Support & Communication – Clear communication, responsive service, and problem
resolution are essential for customer satisfaction.
Trust & Security – Customers need assurance that their personal data is safe and that the company is
trustworthy.
Findings from a Project Analysis
Project: Software Development for an E-commerce Platform

During the development of an e-commerce platform, customer needs were analyzed using surveys,
competitor research, and feedback from test users. The findings were:

Product/Service Quality: Customers wanted a seamless and user-friendly interface for browsing and
purchasing products.
Value for Money: Price comparison features and discount alerts were essential for attracting price-
conscious buyers.
Convenience: Customers preferred a one-click checkout process and multiple payment options for a
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hassle-free shopping experience.

Customer Support: Live chat and quick response times for inquiries were among the most requested
features.
Trust & Security: Secure payment gateways and data encryption were necessary to build customer
confidence.
Conclusion
By applying various methods to identify customer needs and analyzing the findings, businesses can tailor
their products/services to improve customer satisfaction and retention. In the e-commerce project,
addressing these needs led to better user engagement and a competitive advantage in the market.

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.

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

(MERIT)
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Ans.
1. Customer Satisfaction
Definition: Customer satisfaction refers to the extent to which a product or service meets or
exceeds a customer’s expectations. It is a fundamental metric used to measure business
performance.

Key Factors Influencing Customer Satisfaction:

Product/Service Quality – Customers expect reliable and high-quality products/services.

Pricing – Fair and competitive pricing enhances satisfaction.
Customer Support – Prompt and effective service leads to a positive experience.
Convenience & Accessibility – Easy access to products/services increases satisfaction.
Example:
In an online shopping platform, customer satisfaction is achieved if the product is delivered on
time, matches the description, and customer service efficiently resolves any issues.

2. Customer Delight
Definition: Customer delight goes beyond satisfaction by exceeding customer expectations and
creating an emotional connection with the brand. Delighted customers are more likely to become
loyal advocates.

Ways to Achieve Customer Delight:

Personalization – Offering tailored recommendations and experiences.

Surprise Benefits – Providing unexpected perks such as discounts, free samples, or thank-you notes.
Proactive Support – Anticipating issues and resolving them before the customer complains.
Example:
An e-commerce store delighting a customer by offering free express shipping or a personalized
thank-you email after purchase.

3. Customer Retention
Definition: Customer retention refers to a company’s ability to keep existing customers engaged
and encourage repeat business over time. High retention leads to increased revenue and lower
acquisition costs.

Strategies for Customer Retention:

Loyalty Programs – Rewarding repeat customers with points, discounts, or exclusive access.
Consistent Quality – Ensuring reliability in products/services to maintain trust.
Customer Engagement – Regular follow-ups, newsletters, and exclusive offers keep customers
connected.
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Efficient Problem Resolution – Quickly addressing issues to prevent customer churn.

Example:
A subscription-based streaming service offering personalized recommendations and exclusive
content to keep customers subscribed for the long term.

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.
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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.

Question7. How would you handle an angry customer? Explain with reasoning. (DISTINCTION)
Ans.

Handling an angry customer requires patience, empathy, and a structured approach to de-escalate the
situation and find a resolution. Below are the key steps:

1. Stay Calm and Listen Actively

Why? Reacting with frustration can escalate the situation. Instead, maintaining a calm and composed
attitude reassures the customer that you are there to help.
Example: If a customer is upset about a delayed delivery, responding with a calm tone like, "I
understand that this has caused inconvenience, and I appreciate you bringing it to my attention," helps
diffuse tension.

2. Show Empathy and Acknowledge the Issue

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Why? Customers want to feel heard and understood. Acknowledging their frustration helps build trust.
Example: Saying, "I understand how frustrating this must be. I would feel the same way in your
position," shows empathy and validates their emotions.

3. Apologize Sincerely
Why? A genuine apology helps to ease customer frustration, even if the issue wasn’t directly your fault.
Example: "I'm really sorry that you've had this experience. Let’s work together to fix this as quickly as
possible."

4. Gather the Facts and Offer a Solution

Why? Customers want solutions, not excuses. Gathering details helps in offering a suitable resolution.
Example: If a customer receives a defective product, you can ask for order details and offer a
replacement or refund immediately.

5. Set Clear Expectations and Follow Through

Why? Giving a clear timeline for resolution assures the customer that their issue is being taken seriously.
Example: "I will escalate this to our logistics team, and you can expect an update by 5 PM today."

6. Offer Additional Compensation (If Necessary)

Why? A goodwill gesture, like a discount or free service, can turn a negative experience into a positive
one.
Example: If a hotel guest had a bad experience, offering a free room upgrade on their next stay can
improve customer retention.

7. Follow Up to Ensure Satisfaction

Why? Checking back shows that you care about the customer’s experience beyond resolving the issue.
Example: Sending an email or call like, "I just wanted to check if the issue has been resolved to your
satisfaction," reinforces goodwill.

Conclusion
Handling an angry customer effectively can turn a negative situation into a loyal customer relationship.
By staying calm, showing empathy, offering solutions, and following up, businesses can not only resolve
issues but also strengthen customer trust and retention.