Melbourne Car World is a growing business. It was founded in 2007 by CEO Florence Mehra and partner Sven Berg as a single Melbourne car dealership in the city’s north. Since then, the business has expanded to include two additional dealerships: East and West.
Melbourne Car World places a great deal of emphasis on customer service. It is presently undertaking a review of its customer service policies and procedures to ensure continuous improvement in line with industry best practice models and voluntary codes of practice.
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In line with company values and to exploit market trends towards larger working families, Melbourne Car World, after completing a tendering process as per company policy, has partnered with XYZ Childcare to run children’s play and learning centres in all dealerships for staff and customers.
Melbourne Car World holds a valid motor car trader’s license from the Victorian Business Licensing Authority # 9876543, issued 1 April 2007.
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BSBCUS402B Address customer needs
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Page 114 of 127 © 2012 Innovation and Business Industry Skills Council Ltd
Melbourne Car World
From Melbourne Car World business plan, financial year 2012/13
Melbourne Car World provides customers with top automotive value and the most responsive and effective customer service available anywhere.
Within five years, Melbourne Car World will have established itself as the number one dealership in the Melbourne area. Melbourne Car World will have expanded to a number of key locations, including in the Melbourne CBD. Melbourne Car World will have established itself as the number one choice for families.
· Actively encourage excellence, innovation and continuous improvement.
· Work collaboratively and consultatively with integrity, professionalism and teamwork.
· Family- friendly.
The strategic context in which Melbourne Car World will achieve its mission and vision is through:
· engaging with customers with excellent customer service to increase sales volume
· reducing expenditure and achieving financial control over expenses
· supporting innovative thinking, customer service, management and leadership skills through training
· creating a high-performing organisation.
Appendix 4 – Budget summary
Melbourne Car World 2012/13 Budget by activities to be undertaken
Appendix 5 – Budget variance
|Sales West Cost Centre: FY2012, Quarter 2
|Contract staff (Childcare centre)
Appendix 6 – Melbourne Car World Customer Service Policy
Melbourne Car World can only succeed with customer support and purchases, and in particular, repeat customers. As a result, taking care of our customers is our highest priority. At Melbourne Car World the customer always comes first!
Melbourne Car World adheres to:
· The International Customer Service Standard (ICSS:2010-14).
· AS ISO 10002-2006 Customer satisfaction – Guidelines for complaints handling in organisations (ISO 10002:2004, MOD)
· Victorian Automobile Chamber of Commerce (VACC) Code of practice.
Demanding customers force us to be our best and resolving complaints satisfactorily can even increase customer loyalty IF they are handled properly.
When faced with a customer complaint:
· listen to the full complaint without interrupting or getting defensive
· follow the Melbourne Car World complaints policy.
It is everyone’s responsibility to answer the phone. Always try to answer the phone promptly, within three rings. Always answer in a friendly, polite manner: ‘good morning/afternoon/evening, welcome to Melbourne Car World, how may I help you?’
If you are certain of the answer to the customer’s question, you should respond clearly and politely. If you are uncertain, ask the caller if you may put them on hold for a moment. If there is a staff member close who can provide you with the correct information, then return to the call and provide the customer with the necessary information. If there are no staff members close by that can help promptly, then ask the caller for their name and put the caller through to a manager, making sure that you brief the manager on the callers’ name and the nature of their enquiry. Always thank the person for calling.
All employees of Melbourne Car World are expected to represent the business, and dress accordingly. All customer service staff members are required to wear business attire.
Shirts and skirts or trousers should be ironed and neat in appearance, shirt tucked in and a belt worn with the trousers. Closed toed footwear with rubber soles is required.
02/2012 – Cameron White CFO
Appendix 7 – Policy and Procedures for customer consultation
Melbourne Car World Customer Consultation Policy and Procedures
|The purpose of this policy is to ensure the management of customer contact is carried out consistently, fairly and transparently and in accordance with organisational requirements.
|The scope of this policy covers the management of customer contact by employees and contractors of Melbourne Car World.
|Specific procedures for the implementation of this policy are available below.
|Responsibility for the implementation of this policy rests with employees and management of Melbourne Car World with responsibility for managing customer contact.
|Relevant legislation etc.
|Privacy Act 1998 (Cwlth)
|02/2012 – Cameron White CFO
To serve customers
All customers should be acknowledged within the first five seconds of entering the dealership. All calls must be answered within three rings. When you are busy with another customer, this acknowledgement can be one of the following:
· a wave and smile
· saying you’ll be with them soon/placing them on hold.
1. When free, engage the customer in the following ways as appropriate:
· make eye contact
· if you know their name, use it
· if you’ve seen them at Melbourne Car World before, welcome them back
· if you’ve not seen them before, introduce yourself by name
· if the customer doesn’t ask for help, start a conversation with them
· talk in an energetic manner
· give them your full attention.
2. When greeting the customer, ensure you (as relevant):
· acknowledge customer’s arrival/call
· greet with a genuine smile
· maintain eye contact during conversations
· introduce yourself in a friendly manner
· recognise repeat customers
· start a conversation
· talk with an energetic tone
· give the customer your full attention.
3. Identify customer needs and match them to products and services.
4. At end of consultation/s with customer and after all needs have been discovered, add up cost of all products and services. Summarise package offered.
5. Have customer complete consent form.
6. Fulfil customer order as negotiated.
7. Ask customer to participate in customer service feedback questionnaire. Assist customer to complete.
To manage complaints
1. Greet the customer courteously and give them your name.
2. Never argue with the customer.
3. Apologise for any product fault or poor service. Be sympathetic. Thank the customer for bringing the complaint to your attention.
4. Listen fully to what the customer is saying. Try to gather all the facts about the complaint and jot them down. Ask questions and summarise what they are saying.
5. When you have all the details about the complaint, ask the customer how they would like it to be resolved. Always suggest replacements or credit notes over refunds and discuss product options to suit customer’s needs.
6. Refunds and discounts must be within your authority to offer. Request authorisation from the manager of dealership for amounts above your delegated authority.
7. At end of complaint summarise complaint and how you commit to resolving the complaint. Gain customer agreement. Submit notes on complaint to manager:
· nature of complaint
· resolution of complaint.
Appendix 8 – Consent form for offer of vehicle or service
Our pledge to you, our customer (in accordance with the VACC code of practice):
· Melbourne Car World will observe proper standards of conduct and act honestly and act fairly in their dealings with you, the customer.
· Melbourne Car World will not commence repairs without authorisation from the customer or agent.
· Melbourne Car World will advise customers of any necessary variation to negotiated offers and agreements.
· Melbourne Car World will carry out only those tasks for which they are properly qualified and equipped.
· Melbourne Car World will ensure any goods or parts sold are of merchantable quality and fit the purpose for which they are required.
· Melbourne Car World will not knowingly mislead a consumer in relation to the sale, purchase, service or repair of a motor vehicle or accessories not be party to any improper practice.
· Melbourne Car World warrants that all repairs and services provided, including sub-contracted services, shall be of good quality and workmanship and all parts supplied free of defects and such warranty shall apply for a specific number of kilometers or period of time.
· Melbourne Car World guarantee clear title to any vehicle offered for sale.
I understand that my personal information given to Melbourne Car World to facilitate my purchase and provide customer service feedback will be used in accordance with Melbourne Car World policy and Australian Law.
I understand and agree to:
· the total cost of the sales/service package negotiated
· my obligation to pay or arrange financing for the negotiated price at required date
· all conditions associated with this purchase explained to me by the sales representative.
Appendix 9 – Customer segment profiles
|Friends and Fun
|· Income above $90,000.
· Prefer to be addressed by last name and title.
· Luxury and comfort important.
· Looking for a deal on large fleets
· Prepared to spend big if looked after right.
· Often conservative, pro family
|· Income $30 000–$50 000.
· Prefer to be addressed by first name.
· Friends, dating is number one concern.
· Luxury nice but unimportant.
· Prestige important.
· Highly price sensitive.
· Progressive, green politics.
|Family and fun
|· Income above $70,000.
· Prefer to be asked for form of address.
· Safety is number one priority.
· Family fun activities are a close second.
· Luxury nice but unimportant.
· Prestige not as important as other things.
· Needs lots of assistance to understand features and benefits.
· Must-have priorities, but wants to save money to spend on family activities.
· Wants respect for self and life choices.
· Wants understanding of family needs.
· Sometimes arrives at dealership with kids.
|· Income above $80,000.
· Prefer to be addressed by first name.
· Family camping and off-road activities are top priorities.
· Safety is relatively important.
· Luxury and comfort important.
· Prestige important.
· Knows what they want.
· Needs respect.
· Sometimes arrives at dealership with kids.
· Sometimes requires non-standard modifications.
Appendix 10 – Product comparison information
|Seats fold to increase capacity
|8.0 L/ 100 km
|7.5 L/ 100 km
|6.5 L/ 100 km
|10 L/ 100 km
|Bluetooth hands- free
|Modifications and additions
|Backseat DVD player
|Extended 4yr warranty
Appendix 11 – Customer satisfaction survey
|Please answer the following:
|Were your needs as a customer met?
|Was a vehicle comparison provided?
|Did the comparison allow you to make an informed decision?
|Were the vehicles features and benefits explained to you?
|Did the vehicle meet your budget constraints?
|Did the ‘sales person’ source a vehicle that met your requirements?
|Were at least three additional products or services identified?
|Was the service centre accessible to you?
|Did you have enough information to make an informed decision about aftermarket products?
|Did the ‘sales person’ communicate with your regularly and effectively?
|Would you use this sales person again?
|What was good/bad about your experience?
|Where could the ‘sales person’ improve?
Melbourne Car World is committed to protecting your privacy. It is bound by the national privacy principles contained in the Privacy Act 1988 and all other applicable legislation governing privacy.
Where appropriate, Melbourne Car World will handle personal information in accordance with relevant legislation. Our respect for our customers’ privacy is paramount. We have policies and procedures to ensure that all personal information is handled in accordance with national privacy principles.
1. What is personal information?
Personal information is information or opinions that could identify you. Examples of personal information include: your name, address, telephone number and email address, or documents that include this information, like a resume.
2. How does Melbourne Car World collect and use your personal information?
Melbourne Car World collects personal information during customer transactions, when you send a job application, when you email us or interact with our website. These uses are discussed below.
3. What happens if you don’t provide personal information?
Generally, you have no obligation to provide any personal information to us. However, if you choose to withhold personal information, we are unlikely to be able to respond to your application or query.
4. To whom do we disclose personal information?
We engage third party service providers (including related companies of Melbourne Car World which may be located outside Australia) to perform functions for Melbourne Car World. Such functions include mailing, delivery of purchases, credit card payment authorisation, trend analysis, external audits, market research, promotions and the provision of statistical sales information to industry bodies.
For our service providers to perform these functions, in some circumstances it may be necessary for us to disclose your personal information to those suppliers. Where disclosures take place, we work with these third parties to ensure that all personal information we provide to them is kept secure, is only used to perform the task for which we have engaged them and is handled by them in accordance with the national privacy principles.
5. How do we protect personal information?
At all times, we take great care to ensure your personal information is protected from unauthorised access, use, disclosure or alteration. We endeavour to ensure that our employees are aware of, and comply with, their obligations in relation to the handling of personal information. Only properly authorised employees are permitted to see or use personal information held by Melbourne Car World and, even then, only to the extent that is relevant to their roles and responsibilities.
Your personal information will not be sold to any other organisation for that organisations’ unrelated independent use. Further, we will not share your personal information with any organisations, other than those engaged by us to assist us in the provision of our products and services (as described above).
6. What about information you provide in job applications?
If you submit a job application to Melbourne Car World, we will use the information provided by you to assess your application. In certain circumstances, Melbourne Car World may disclose the information contained in your application to contracted service providers for purposes such as screening, aptitude testing, medical testing and human resources management activities.
As part of the application process, in certain circumstances, you may be required to complete a pre-employment health questionnaire. You may also be asked to undergo a pre-employment medical assessment.
If you refuse to provide any of the information requested by Melbourne Car World, or to consent to the disclosure of the results of your medical assessment to Melbourne Car World, we may be unable to consider your application.
7. Is the personal information we hold accurate?
We endeavour to maintain your personal information as accurately and reasonably possible. However, we rely on the accuracy of personal information as provided to us both directly and indirectly. We encourage you to contact us if the personal information we hold about you is incorrect or to notify us of a change in your personal information.
8. How can you access or correct the personal information we hold about you?
Wherever possible and appropriate, we will let you see the personal information we hold about you and correct if it is wrong. If we do not allow you access to any part of the personal information we hold about you, we will give you reasons, consistent with the Privacy Act, as to why we cannot allow your access.
9. Melbourne Car World internet policy
Melbourne Car World generally only collects personal information from its website when it is provided voluntarily by you. For example, when you send us a message with a query about Melbourne Car World or its services, we will generally use your information to respond to your query, to provide and market our services to you or as otherwise allowed or required by law.
For the same purposes, Melbourne Car World may share your information with other members of the Melbourne Car World strategic partners (including companies who are located outside Australia) and their respective service providers, agents and contractors. If we do this, we require these parties to protect your information in the same way we do.
When you visit this website or download information from it, our internet service provider (ISP) makes a record of your visit and records the following information:
· your internet address
· your domain name, if applicable
· date and time of your visit to the website.
Our ISP also collects information such as the pages our users access, the documents they download, links from other sites they follow to reach our website, and the type of browser they use. However, this information is anonymous and is only used to statistical and website development purposes.
We use a variety of physical and electronic security measures, including restricting physical access to our offices, firewalls and secure databases to keep personal information secure from unauthorised use, loss or disclosure. However, you should keep in mind that the internet is not a secure environment. If you use the internet to send us any information, including your email address, it is sent at your own risk.
You have a right of access to personal information we hold about you in certain circumstances. If we deny your request for access we will tell you why.
A cookie is a small message given to your web browser by our web server. The browser stores the message in a text file, and the message is then sent back to the server each time the browser requests a page from the server.
When cookies are used on this website, they are used to store information relating to your visit such as a unique identifier, or a value to indicate whether you have seen a web page. We use session (not permanent) cookies. They are used to distinguish your internet browser from the thousands of other browsers. This website will not store personal information such as email addresses or other details in a cookie.
Most internet browsers are set up to accept cookies. If you do not wish to receive cookies, you may be able to change the settings of your browser to refuse all cookies or to notify you each time a cookie is sent to your computer, giving you the choice whether to accept it or not.
11. Customer service satisfaction data
In accordance with company policy all volunteered customer service data will be treated in the strictest of confidence. No data will be given to third parties except to advance the cause of improved customer service. No information will be used to market additional products or services or be given to third parties for this purpose. All customer data will be stored securely as per company records keeping policy.
Chief Executive Officer
Chief Financial Officer
Sales and Customer Service General Manager
Operations General Manager
Saul Van Buren
Board of Directors