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The chief marketing officer (CMO) of global operations has called upon you to help coordinate the marketing tasks related to rolling out an emergency response due to a recent safety and injury incident at one of the parks resulting in serious injuries to employees and customers

Memo: Business Intelligence Alert

Overview

In today’s information age, customers have access to various digital platforms to access and share information. Customers also use these platforms to communicate with service providers, share opinions, and provide feedback. Therefore, it is important for product owners and service providers to be ready with a response plan for all communications over digital platforms.

The chief marketing officer (CMO) of global operations has called upon you to help coordinate the marketing tasks related to rolling out an emergency response due to a recent safety and injury incident at one of the parks resulting in serious injuries to employees and customers. The parks were closed immediately following the incident to ensure safety measures for customers and employees and to deploy the needed safety measures

As the regional director of marketing for a theme park, it is your job to create the marketing plan for the park’s reopening. With the pertinent and necessary information, each department is assisting you. The business intelligence unit of the company in the scenario has observed a rise in unfavorable consumer sentiment as the reopening date of the parks approaches. This is clear across a variety of additional digital media platforms, including the company’s websites and other online information sources, in addition to social media platforms. The fact that the organization’s ethics are being questioned in the majority of these unfavorable opinions is a big source of worry.
To express its worries, the business intelligence section has written a memo. You have been instructed by the CMO to reply to this memo by drafting a report with recommendations.
Prompt
Write a memo-style report with recommendations for the CMO of the company in the course scenario, outlining the steps to take to reduce consumer dissatisfaction. To ensure modifications and improvements to the strategy for preventing bad publicity, please refer to the Business Intelligence Memo (attached). The necessity of cross-functional effort alignment, crisis management, social media response strategies, and CSR messaging should be highlighted in your memo.
You must pay attention to the following requirements in particular:

  1. Describe how you must now diverge from your original plan to implement strategic modifications to stop unfavorable publicity (see the marketing presentation attached).
    Which two actions will you take to handle the unfavorable press surrounding the park’s reopening in an effective manner?
  2. Describe the alignment of the cross-functional effort.
    o How can the company’s sales and operations divisions assist in addressing the bad press?
    o How can you inform customers about safety precautions using marketing channels?
  3. Describe how, when in line with ethical standards, a crisis communication plan can enhance the organization’s reputation.
    o How would you approach crisis communication using public relations?
    o How would you handle crisis communication on your company website?
  4. Describe the strategies for using social media in this case.
    o How would you respond to criticism?
    o How would you respond to the questions about safety?
  5. Describe the communication plan for corporate social responsibility (CSR) in this case.
    o What are the organization’s main CSR initiatives and policies?
    o Which media are most effective for spreading the word about CSR initiatives?
    Instructions for Submission
    One to two pages of double-spaced, Times New Roman 12-point text with 1-inch margins should be sent in a Word document.APA format.

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Coordinate implementation of customer service strategies


Assessment
© 2017 Australian Institute of Personal Trainers Pty Ltd and its licensors (AIPT) Commonwealth of Australia Copyright Regulations 1969
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All rights are reserved and you must obtain the prior written permission of AIPT for the republication or redistribution of any content. Do not remove this notice.
Project
Carefully review the material presented in this unit and the activities you have previously completed. You should reflect on your learning, your own research, and your previous case studies within this unit.
Complete the following project tasks, and submit all of the required documentation.
With reference to the case study, complete the follow tasks.
In the case study assessment, you identified strategies and opportunities to improve customer service and meet the needs of customers. You presented and promoted these ideas to the appropriate organisational individuals and groups. It is now appropriate to organise the implementation of those strategies.
Task 1
Before implementation, you will need to plan the implementation schedule and identify the who, what, when, and how. Select one customer service objective. Then, in a report—a table may be used—identify the following:
• The customer service objective, e.g. What is the customer service goal?
• The customer service strategy that is to be implemented, e.g. What steps are required to achieve the goal?
• The activities/tasks involved in the implementation, e.g. a list of the activities/tasks that need to be undertaken
• The staff required, e.g. all staff, specific departmental staff (marketing, sales, etc.), new casual employees, etc.
• Budget, e.g. financial resources required (costs to cover telemarketing phone calls, printing, advertising, newsletters, etc.), total estimated costs
• Other physical resources or supplies, e.g. display stands, promotional boards, customer database, etc.
• A schedule of timeframes for the activities/tasks, e.g. Gantt chart
• What resource and activity approvals need to be arranged and with whom, i.e. job role/position to be identified (names are not required). If you are the responsible person and no further approvals are required, then this should be indicated in your report.
Task 2
Before implementing your plan, you need gain the necessary approvals and consult with management and staff to gather their comments and commitment to achieving improved levels of customer service. After you have received approval and management commitment, arrange a meeting with your staff to discuss the customer service improvement plans and gain their agreement on the plan and overall customer service objectives. The meeting minutes are to be provided to your assessor. The minutes should demonstrate:
• Discussion by staff to demonstrate commitment to achieving the customer service goals, e.g. support implementation activities
• Discussion and agreement by individuals or small groups on activities/tasks, timeframes, and physical and budget resources required
• Discussion and confirmation as to what, when, and how resources will be provided to individuals/groups to enable them to complete the activities/tasks
Task 3
As a manager, you need to provide templates of letters for staff to use as examples of the standards and requirements of business letters when responding to customers’ difficulties and complaints. Following the organisation’s procedures and using templates when resolving customer difficulties and complaints both encourages prompt action and ensures a standard approach in quality customer service. Customer complaints may be received from the customer either as a letter, email, or phone call or orally. The letter templates should display the content, structure, layout, and format of two types of customer service letters: formal and informal.
Procedures to resolve customer difficulties may include:
• External agencies, e.g. Ombudsman
• Item replacement
• Referrals to supervisor
• Refund of monies
• Review of products or services
• Using conflict management techniques
Customer complaints may include:
• Administrative errors, such as incorrect invoices or prices
• Customer satisfaction with service quality
• Damaged goods or goods not delivered
• Delivery errors
• Products not delivered on time
• Service errors
• Specific e-business problems and issues:
? Difficulty accessing services
? Inactive links
? Not appreciating differing hardware and software
? Services not available
? Supply errors such as incorrect product delivered
? Time taken to access services
? Unfriendly website design
? Website faults
• Warehouse or store room errors, such as incorrect product delivered
Develop examples of two template customer service letters, that being informal and formal, acknowledging the complaint and advising the customer of the actions that will be taken in order to satisfy their needs as well as that the organisation will look forward to satisfying their needs in the future. You should ensure that the templates are readable, appropriate, and mechanically sound.
Task 4
Business strategies and standards are continually monitored and evaluated with the aim of identifying areas for improvement. Continual improvement in customer service requires the customer service systems and processes to be regularly and systematically monitored and evaluated.
In case study assessment Task 1, you developed a questionnaire to gather feedback on customer service needs and areas for improvement. Now, you need to re-evaluate the customer service being provided by the business since the changes in customer service were implemented.
Using the reports from Tasks 1 and 2 of this assessment, identify five to eight key performance indicators (KPIs) that you could use in monitoring and evaluating the current level of client satisfaction with customer service. The KPIs need to relate to the business aims, objectives, and/or strategies.
Develop a client satisfaction survey checklist using the following headings:
• KPI statement (list the KPIs under this heading)
• Satisfied (checkbox or tick)
• Not satisfied (checkbox or tick)
• Comments/further improvements
Task 5
Step 1
Using the checklist from Task 4, conduct a survey with your customers to review client satisfaction on the level of customer service currently being delivered.
The survey may be conducted using the Internet, email, or telephone, or it may be face to face. You will need to gather a minimum of ten customer responses.
Customers may include:
• Corporate customers
• Individual members of the organisation
• Individual members of the public
• Internal or external
• Other agencies
Step 2
Analyse the feedback from the survey, and create a client satisfaction feedback report explaining your findings, e.g. were the KPIs met? Has the level of client satisfaction with customer service improved? If not, why? Are further improvements needed?
In your report, you will need to do the following:
• Refer to evidence gathered from the survey.
• Make a comment on the areas in customer service that have been improved and also where further improvements could be made.
• Provide advice and make a recommendation on the future direction of client service strategies for the business. Future directions should relate to the overall aims and objectives of the business.

Task 6
The client satisfaction feedback information needs to be passed on to the manager and staff. Arrange a meeting with the manager, staff, and any other interested parties to discuss your findings from the client satisfaction survey. The meeting minutes are to be provided to your assessor. The minutes should demonstrate:
• Discussion by the manager and staff to demonstrate acknowledgement of client satisfaction successes and commitment to take steps to make improvements where required to maintain customer service standards
• Discussion and agreement by individuals or small groups on activities/tasks to be undertaken to improve customer service standards
Individuals and groups may include:
• Colleagues
• Committee
• Customers
• External organisation
• Line management
• Supervisor
Task 7
To be successful in quality customer service, records need to be maintained. This is to make past and future comparisons and identify areas that may cause future issues and problems. In a report, explain the role and purpose of maintaining systems, records, and reporting procedures in ensuring continuous improvement in levels of customer service

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