Session 4: Systems, structures and resources PowerPoint presentation Unit 304: Organise and deliver customer service Session 4: Systems, structures and resources

Session 4: Systems, structures and resources used in planning delivery of customer service The aim of this session is to expand understanding of customer service planning and preparation (Unit 304 LO2 AC 2.3, 2.4) By the end of the session you will be able to: 1. confirm what systems and structures need to be place to enable the delivery of agreed standards of customer service 2. know what resources are needed to deliver products and/or services to different types of customers. Outine the assessment criteria and refer to unit documentation and/or e-portfolio reference sheets and what evidence these outcomes will generate.

Systems and structures Customer ‘touchpoints’ drive what systems and structures need to be in place. For example, if a company runs a ‘phone line only’ service then the structure will be different to a multi-channel structure. ‘Multi-channel’ definition: more than one way sell or reach customers. Even an internal customer service professional may have more than one ‘touchpoint’ or channel of communication with their customers. Tutor to discuss the learner/s own company structures and Touchpoints. Other areas for discussion include multi-channel organisations and well known brands such as high-street retailers

External systems Effective external customer service delivery systems may include: well-maintained, up-to-date website controlled and managed email service controlled and managed social-media site limited postal address location(s) well-resourced 24/7 call centre well-resourced 24/7 online support sufficient face-to-face support.

Internal systems Effective internal customer service delivery systems should include: well-maintained intranet updated policies and procedures easy-to-use communication systems e.g. phone and email schedule of inclusive meetings between departments confidential internal post system.

Structures Depending on the type of organisation and channels used to deal with customer, ‘touchpoints’ will depend on the structure of the customer service department/unit. Below is an example of a basic department chart. HoD Manager sales Manager dispatch Team leader/Supervisor Team leader/Supervisor Customer service representatives x 6

Worksheet 5 – Own organisation/structure chart Please take time to complete Worksheet 5. You can put this in your portfolio or scan it if you have an e-portfolio.

Resources For customer service to be effective, resources need to be budgeted for and used effectively, too! For example, a retail web-based company’s wider resources may include 24/7 support staff, up-to-date technology, as well as logistics such as freight vehicles and warehouse premises. It would not be effective for freight to be idle or office staff to be waiting for phone calls at 2am in a very quiet call centre! The tutor to discuss where the customer interface begins with easy to access webpages found on search engines. Once a customer accesses the site often a customer service representative will pop up in a ‘chat box’ to support the customer. There is sometimes a free phone number with office opening times clearly displayed. If it is a multichannel organisation the telephone customer service representative will work for another division of the company

Resources (contd.) Customer service resources will be dependent on what the product or service being offered as well as the customer base. In session 2, we looked at customer segmentation and the need for organisations to know and understand the demographics of their customers or potential customers. Good strategic planning relies on effect market research methods and a good business plan so that customer service can be resourced effectively from the offset of a business. Everyday resources may include basic items such as a pen and paper or a telephone, it is always important than these things are in good working order.

Worksheet 6 – Planning resources Please take time to complete Worksheet 6. You can put this in your portfolio or scan it if you have an e-portfolio.

End of session 4 Any questions?