Why carrying out customer research will aid your marketing
Final IT Report
1. UNSW IT Service Centre Benchmark Report Page 1
Service Operations Centre
5th August, 2015
UNSW IT Service Centre
Service Centre Benchmark Report
2. UNSW IT Service Centre Benchmark Report Page 2
Contents
Executive Summary…………………………………………………………….3
Introduction……………………………………………………………………..3
Background…………………………………………………………………..3
Methodology………………………………………………………………....3
Results…………………………………………………………………………..5
Study Findings………………………………………………………………….8
Recruitment/Staff Training………………………………………………….. 8
Customer Service…………………………………………………………….9
Store Design………………………………………………………………….9
Recommendations…………………………………………………………….. 12
Conclusion…………………………………………………………………….14
Reference List…………………………………………………………………15
Appendix……………………………………………………………………… 16
3. UNSW IT Service Centre Benchmark Report Page 3
Executive Summary
The purpose of this report is to compare the UNSW IT front desk with other leading service
providers in terms of recruitment/training, customer service and store layout. From this
comparison, recommendations will be made in order to improve the above aspects of the IT
service centre at UNSW.
Introduction
Background
The IT service centre is the primary point of support for staff and students at UNSW who
require assistance with IT related concerns. These can range from computer to telephone and
network issues. Most staff and students are now able to self-service the more minor issues
that they face, through the UNSW IT website. Thus, service centre staff will be challenged
with the more difficult problems that may arise and hence will need to have received a high
level of training prior to commencing the job.
It is imperative that the UNSW IT service centre keeps up with other leading service
providers by creating the best customer service experience possible. Moreover, the layout and
design features of the service centre play an integral role in enhancing the overall customer
experience. A redesign of the interior space is needed in order to deliver this upgraded
experience and to ensure a fresh and contemporary image.
The purpose of the comparison is to see where UNSW IT stands in contrast to the leading
service providers in Australia. A number of recommendations will then be made based on
what aspects of the service centre need to be improved. These recommendations will be
centred on the recruitment and training of staff, the level of customer service that is provided
and the design of the IT Service Centre.
Methodology
The study was conducted over a variety of service providers including the UNSW IT Service
Centre, the Apple Store, the Optus ‘Yes’ Store, and the Telstra Store. Besides for UNSW IT,
the service providers’ stores that were investigated in this report were all located in
Westfield, Bondi Junction.
A focus group comprising of twenty customers per service provider will be randomly
selected to complete a survey after leaving the service desk or store. The survey will consist
of ten questions that were derived from a list of criteria related to positive customer service
attributes. The criteria were chosen based on the ‘Positive Indicators of Behaviour’ document
posted by UNSW Careers and Employment. All survey questions require either a yes or no
answer. Data related to staff training/recruitment will be obtained from online research
(articles/reports) and through interviewing staff members at the UNSW IT department. A
4. UNSW IT Service Centre Benchmark Report Page 4
number of questions were asked of the front desk manager, and the member of staff who
trialled the new training program that was recently implemented, regarding the process of
recruiting and training staff. Data related to the design and features within the stores will be
obtained through personal investigation. This will be operationalised by visiting each
store/service centre and asking myself a series of fifteen questions related to the size,
aesthetics, features and practicality of each. Likewise to the customer service survey, these
questions also require either a yes or no answer. In addition, a more detailed evaluation of the
design of the Optus ‘Yes’ Store and Apple Store, as well as the recruitment/training of staff at
the Apple Store, will be included in this report.
Examples of staff recruitment and training questions include:
If needed, how can staff read instructions or look up information they are unsure
about?
What type of training is required before work can commence?
Are staff taught what to say through training/given scripts to use as a guideline for
how to communicate with customers?
Examples of questions on customer service survey:
Was the staff member approachable, friendly and polite?
Was your question, complaint or issue resolved quickly?
Did they use plain language that was easily understood?
Examples of store design questions include:
Is there a section that provides one-to-one training?
Is there a HELP space where experts work to troubleshoot any issues a customer may
have?
Are staff anchored behind a counter as opposed to roaming around the store, possibly
with tablets?
5. UNSW IT Service Centre Benchmark Report Page 5
Results
Store Design
UNSW IT Vodafone Telstra Optus Apple
Store
Are new
products placed
in the busiest
area of the store?
No Yes Yes Yes Yes
Are there desks
where customers
can setup or get
help setting up
new devices?
No Yes Yes Yes Yes
Is there a section
that provides
one-to-one
training?
No No Yes Yes Yes
Is there a HELP
space where
experts work to
troubleshoot any
issues a customer
may have?
No Yes Yes Yes Yes
Is there an
infomercial
screen that steps
customers
through products
and services?
No Yes Yes Yes Yes
Is there a glass
storefront?
Yes Yes Yes Yes Yes
A simple and
open design
enabling both
self-navigation
and
consultation?
No Yes Yes Yes Yes
Are live products
displayed on the
walls or tables in
order to
encourage
customer
interaction?
No Yes Yes Yes Yes
6. UNSW IT Service Centre Benchmark Report Page 6
Bold entry
signage used to
promote brand
messages and
offers?
No Yes No Yes Yes
Is merchandise
grouped by
customer need
and showcased
with digital
communications?
No Yes Yes Yes Yes
Is the
consultation area
an open space
with lounge style
seating?
No No No Yes Yes
Is there bench
seating for
customers to use
when they are
waiting to be
served?
No No No Yes Yes
Are staff
members free to
roam around the
store rather than
being stationed
primarily behind
a counter?
No Yes Yes Yes Yes
Are there iPads
or computers
placed around
the room for
customer use or
for staff use in
assisting
customers?
No Yes Yes Yes Yes
Is the general
design of the
store
aesthetically
pleasing?
No Yes Yes Yes Yes
Figure 1: Store design question page
7. UNSW IT Service Centre Benchmark Report Page 7
Customer Service
UNSW IT Vodafone Telstra Optus Apple
Store
Was the staff
member
approachable,
friendly and
polite?
80% Yes 95% Yes 100% Yes 100% Yes 100% Yes
Were they
calm, patient
and
empathetic?
100% Yes 100% Yes 95% Yes 100% Yes 100% Yes
Was your
question,
complaint or
issue resolved
quickly?
70% Yes 65% Yes 80% Yes 90% Yes 85% Yes
Did they use
plain language
that was easily
understood?
95% Yes 95% Yes 100% Yes 100% Yes 95% Yes
Were they well
informed and
knowledgeable?
95% Yes 100% Yes 90% Yes 95% Yes 100% Yes
Were they
confident in
suggesting
ideas or
solutions?
90% Yes 95% Yes 90% Yes 95% Yes 100% Yes
Did it take long
for a staff
member to
assistyou upon
entering the
store?
85% No 75% No 85% No 90% No 100% No
Were they good
at explaining?
90% Yes 90% Yes 90% Yes 90% Yes 100% Yes
Did they offer
appropriate
solutions?
100% Yes 100% Yes 100% Yes 100% Yes 95% Yes
Did they ask
questions to
identify your
needs?
100% Yes 100% Yes 95% Yes 100% Yes 100% Yes
Figure 2: Customer service survey
8. UNSW IT Service Centre Benchmark Report Page 8
Study Findings
Recruitment/training
UNSW IT:
Most staff at front desk just get minimal training (experience with IT Heroes and help
from Roxanne)
Chris Leaney (first person to trial the new training program which involves online
documentation which consists of instructions and learning tools for what staff need to
know for the job)
Before, casual staff training involved talking with specific people with the specialised
knowledge that is needed for the future position of the trainee. That way they can gain
experience while observing the requirements of the job and can then ask questions
after in a personable interview to get a more thorough understanding of what the role
entails and what kind of information they should be learning
Chris Interview:
no solid structure to where Chris should be when he came in and what he should do, he
had to seek out instructions from Gavin (training manager)
a document was provided on the first day specifying the policy agreement
one-to-one personable interviews with specific staff and shadowing staff members for
the first few weeks/months
two days of shadowing (observing what staff are doing), then interview after regarding
any questions he may have had and an explanation on how to complete various tasks
and resolve issues
training document used for staff to interactively go through instructions and
information with trainee, providing a guideline for what the trainee should know and
the type of questions they should ask them to test them later
Apple Store:
Staff members:
screened and trained with a great deal of scrutiny before being able to interact with
customers
must fit well into the team and share the values of the organisation
be very passionate about what they are doing
have an open and friendly demeanour
very knowledgeable about the issues they are attending to
they love the product
Training staff:
Apple’s genius training student workbook extensively goes through methods to ensure
the best quality customer service possible
9. UNSW IT Service Centre Benchmark Report Page 9
This workbook comprises of a list of do’s and don’ts, but is also very specific and
details every situation a staff member could possibly encounter
Most of what they say is scripted or taught to them through training
Apple’s customer service philosophy can be summarized using an acronym that is
taught to all staff members
Focussing on value creation:
The idea of enriching and creating value for customers
They don’t just try and sell people stuff but aim to improve lives through a product
that could be useful to a customer
Customer service
A very high percentage of people thought that staff members were approachable,
polite and friendly at all the service providers (≈ 100%), with a lower percentage at
the UNSW IT Service Centre (80%)
A very high percentage of people thought that staff members were calm, patient and
empathetic at all the service providers (≈100%)
A relatively low percentage of people at the UNSW IT Service Centre and Vodafone
Store thought that their question, complaint or issue was resolved quickly (65-70%
respectively), compared to people at Telstra, Optus and the Apple Store (80-90%)
A very high percentage of people thought that staff members used plain language that
was easily understood at all the service providers (95-100%)
A very high percentage of people thought that staff members were well informed and
knowledgeable across all service providers (90-100%)
A very high percentage of people thought that staff members were confident in
suggesting ideas or solutions across all service providers (90-100%)
A very high percentage of people thought that staff members did not take a long time
to assist them upon entering Optus and the Apple Store (90-100% respectively),
compared to a lower percentage of people at the UNSW IT Service Centre, Vodafone
and Telstra (75-85%)
A very high percentage of people thought that staff were good at explaining at the
UNSW IT Service Centre, Vodafone, Telstra and Optus (90%), and everyone that was
surveyed at the Apple Store thought that this was the case
A very high percentage of people thought that staff members offered appropriate
solutions across all service providers (95-100%)
A very high percentage of people thought that staff members asked questions to
identify their needs across all service providers (95-100%)
Store design
Every service provider besides UNSW IT places their busiest products in the store.
This is because UNSW IT do not sell anything as of yet
10. UNSW IT Service Centre Benchmark Report Page 10
There were desks where customers can setup or get help setting up new devices in
every service provider besides UNSW IT
There is a section that provides one-to-one training in all service providers besides
UNSW IT and Vodafone
There is a HELP space where experts can troubleshoot any issue a customer may have
in all the service providers besides UNSW IT.
There is an infomercial screen in every service provider besides UNSW IT
All stores/service desks feature a glass storefront
All service providers besides UNSW IT have a simple and open design enabling self-
navigation and consultation
Live products placed on the walls or tables that encourage user interaction are present
in all the service providers’ stores besides UNSW IT. UNSW IT do not currently have
any products that are available for purchase
There is bold entry signage used to promote brand messages and offers outside all
service providers besides for the UNSW IT Service Centre and Telstra
Merchandise is grouped by customer need and showcased with digital communication
in all service providers’ stores except for UNSW IT.
The consultation area was not an open space with lounge style seating in all service
providers besides Optus and the Apple Store
There is no bench seating for customers to use in all the service providers besides the
Apple Store and Optus
Staff members are free to roam around the store rather than being stationed primarily
behind a counter in all service providers besides the UNSW IT Service Centre
There are iPads or computers placed around the room for customer or staff use in all
service providers’ stores except for at UNSW IT
The general design of the store is aesthetically pleasing across all service providers
besides UNSW IT
Apple Store:
Try before you buy
Genius bar – a space where tech experts, especially in relation to Apple products, can
assist you in any questions you may have about a specific product
Setting up an appointment with the Genius Bar via Apple’s online website is intuitive
and easy. You are given the option to pick a specific day and time that works best for
you. After being greeted by a staff member, they politely ask what they can help you
with. You say that you have an appointment booked and are then directed to take a
seat whilst waiting for a ‘genius’ to meet with you. The appointment usually
commences within 5 minutes of your appointment time and a friendly staff member
will come over and assist you.
Apple staff usually have iPads with them at all times so they can order new parts or
complete transactions efficiently and at any time or place within the store. This allows
customers to go in and go out as quickly as possible.
11. UNSW IT Service Centre Benchmark Report Page 11
New Apple products are placed in the busiest areas in the store. There are
personalized set-up areas, which involve desks where customers get assistance setting
up new devices. This provides an incentive for customers to buy products in the
Apple store as well as reduces problems associated with setting-up, which often
avoids having to make an appointment with the Genius Bar. They also have a section
that provides one-to-one training to teach customers how to use Apple software and
products.
Descriptions in the registered trademark certificate detail the brand’s simple retail
atmosphere: “…a primarily glass storefront, rectangular recessed lighting traversing
the length of the store’s ceiling, Cantilevered shelving and recessed display spaces
along the front side walls, rectangular tables arranged in a line in the middle of the
store parallel to the walls and extending from the storefront to the back of the store,
multi-tiered shelving along the rear walls, and an oblong table with stools located at
the back of the store below video screens in the back wall.”
Layout summary: glass walls, minimalistic décor and open floor layouts
Optus ‘Yes’ Store:
Users a demonstration desk that allows you to try out live products within the store
Users a infomercial screen that steps customers through products and services
Allows customers to connect to the internet in a quiet and comfortable connection
area
It’s a simple and open design that enables self-navigation and consultation
Bold entry signage and digital screens used to highlight brand messages and promote
offers
A series of interactive zones were created to showcase live devices and digital signage
Staff are able to roam the store with tablets as opposed to being anchored behind a
counter
Merchandise is grouped by customer need and showcased with digital
communications
Lounge style and bench seating is available for customers talking to a staff member or
waiting to be served
There is a specific HELP area for technical support
12. UNSW IT Service Centre Benchmark Report Page 12
Recommendations
Staff training:
better instructions provided to trainee regarding what information they do and don’t
have access to
shadowing a broader range of people and teams to get a more generalised and thorough
knowledge base
scheduling of meetings and tasks should be made clear to trainee
using wildcards (%…%) was helpful when searching for information you’re not sure
about
staff must fit well into the team and share the values of the organization
It is a good idea for the UNSW IT Service Centre to come up with their own acronym
to describe their approach in terms of assistance, which best fits the organisations
goals and values. This is an effective tool for staff members as it is easy to recall and
gives your staff a clear line of action to follow and fall back on as they encounter
multiple types of customers, creating a consistent and branded experience
Staff should have enhanced knowledge and broader expertise in order to assist
customers with a larger range of sometimes difficult issues
Staff should log out instead of locking the computer when taking a break because then
they can’t be accessed until the staff member that is logged in returns, which could
cause a shortage of computers
Customer Service:
Be empathetic towards staff and students, and treat everyone equally (even the difficult
ones)
Good customer service enhances the level of customer satisfaction to provide the
feeling that a product or service has met the customer expectation. This may involve
patience, attentiveness, clear communication skills, good product knowledge, a calm
yet positive demeanour, persuasion, and ability to deal with conflict
UNSW IT does not sell anything yet so a value-creation mind-set should already be
an integral part of the customer experience at the Service Centre
This is an easy approach to incorporate into any organisation
After dealing with a student, staff members should ask themselves - how have you
enriched their lives for the better?
Store Design:
staff find it difficult to show customers what’s happening on the computer as it is a
struggle to constantly change the direction of the screen back and forth. A swivel stick
attached to an additional monitor would be very helpful in improving the way staff
interact with and solve customer issues
the long part of the desk should be facing the customers when they walk in
a ticketing system like the one in student central would be useful to show which staff
member is available. This would allow things to be more streamlined and run
smoother and more efficiently
the Service Centre area should be larger to ensure less crowding and allow a bigger
space to walk around and browse products, in turn making the entire room visually
more appealing
staff members are very separated and closed off from customers behind a big desk
13. UNSW IT Service Centre Benchmark Report Page 13
a training room with computers in it should be implemented to show students and staff
how to troubleshoot certain IT issues or to set things up by themselves
having iPads on the front counter or computers placed around the room will allow staff
to be able to have a more practical and personable interaction with customers
staff should have a scanner next to the front desk
staff should hand out a brochure to all new students detailing common IT issues and
set-up instructions
remove middle wall to create more space
students should be able to see the monitor when resetting passwords or setting up
emails etc. so they know what to do by themselves for next time
clear wall at the back with words ‘IT Service Centre’ on it should be opaque or painted
over because you can see piled up boxes on the other side which is unsightly and
unprofessional
a staff member had to lift up the keyboard and turn it around and place it on the front
counter for a student to type in their password and then again later to type in a new
password. This had to be done without the student being able to look at the screen
which was frustrating for both the staff member and the student. Having iPads on the
front counter or computers placed around the room would allow staff to be able to
have a more face-to-face interaction with customers. Will be a more friendly and
personable interaction where both parties can see the computer screen at the same
time, thereby making it easier to solve the issue whilst showing the customer why the
issue occurred and how to prevent it from occurring in the future, or go about fixing it
themselves if it does happen again
staff don’t have a scanner around the front desk. One staff member had to take a picture
of a document on his phone and then mail the picture to the service centre
staff stressed that a swivel stick connected to a monitor on the far side of the desk
would be a great addition so they could more easily assist customers with general
issues such as password resets
allow internet access on all computers in the IT Service Centre so staff can assist
students with their IT issues on any computer in the store (whichever is more
convenient), and students can already use the computers to show the staff the issues
they are experiencing, and get the problem up on the computer while waiting to be
assisted
14. UNSW IT Service Centre Benchmark Report Page 14
Conclusion
From the results of this study, it is clear that the UNSW IT Service Centre needs to make a
number of significant improvements in their approach to staff recruitment and training,
customer service, and in particular store design. In comparison to the leading service
providers that were investigated in this report, UNSW IT is lacking in a lot of key areas that
are vital in creating a positive student/staff experience.
In terms of staff recruitment/training, observations over several weeks have shown that Chris
Leaney, the first staff member to trial the new training program, is excelling in his role at the
UNSW IT department. This demonstrates that the online training document, one-to-one
personable interviews and shadowing experienced staff members is an effective form of
training. However, seeing as Apple received the best results on the customer service survey,
it is a good idea for UNSW IT to emulate some appropriate strategies in Apple’s genius
training student workbook, for training staff at UNSW and to ensure the highest quality
customer service.
The customer service survey revealed that the UNSW IT Service Centre staff performed
relatively well compared to the other service centres. However, Optus and the Apple Store
received the highest percentage of positive responses so it is suggested that the UNSW IT
staff model their customer service approach on those two service providers. The results show
that UNSW IT staff at the service desk could have been more approachable, friendly and
polite; as well as resolved any question, issue or complaint quicker. It should be noted that a
sample size of 20 people is relatively small and therefore may not be a meaningful
representation of the population at UNSW.
The design of the UNSW IT Service Centre in contrast to the other service providers’ stores
was extremely disappointing in terms of all four criteria it was assessed on. The only positive
result for the service centre was that it featured a glass storefront. Optus and the Apple
Store’s design received a positive result for every question that they were tested on, and thus
should be a source of inspiration and ideas in order for UNSW IT to make the necessary
improvements to enhance the size, aesthetics, features and practicality of the service centre.
Finally, the purpose of this report was to compare the UNSW IT Service Centre to a number
of leading service providers in terms of staff recruitment/training, customer service and store
design. It is evident that UNSW IT has a lot of improvements to make, especially relating to
store design, in order to compete with the high standards that are expected in these larger
companies. However, there is an opportunity for growth by addressing the issues that were
raised, and utilizing the recommendations provided in this report.
15. UNSW IT Service Centre Benchmark Report Page 15
Reference List
Khan, H. (2014, September 25). The Apple Store Guide to Insanely Great Customer Service
– Shopify. Retrieved July 15, 2015, from https://www.shopify.com.au/blog/15468897-the-
apple-store-guide-to-insanely-great-customer-service
Optus - About Optus - Welcome to the 'yes' Optus Shop. (n.d.). Retrieved July 19, 2015, from
http://www.optus.com.au/portal/site/aboutoptus/menuitem.26a56e3a0149a03327b868108c8a
c7a0?vgnextoid=5ee55a20dedf1110VgnVCM10000029867c0aRCRD
Optus Sydney Flagship Store - Winner - 2014 Sydney Design Awards. (2015). Retrieved July
19, 2015, from
http://sydneydesignawards.com.au/SYD14/entry_details.asp?ID=13378&Category_ID=6048
16. UNSW IT Service Centre Benchmark Report Page 16
Appendix
Staff members (recruiting/training) – Criteria:
Requirements/qualifications for hiring new staff
Level of training
Type of training
Fit to team/organization values
Questions:
1. If needed, how can staff read instructions or look up information they are unsure
about?
2. What type of training is required before work can commence?
3. How extensive is the training that is administered?
4. Does the training detail every specific situation a staff member could possibly
encounter or do they receive more specialized training?
5. Are staff taught what to say through training/given scripts to use as a guideline for
how to communicate with customers?
6. Are staff taught to be approachable and empathetic towards all customers?
7. Are there any improvements that could be made in terms of recruiting and training
new staff members i.e. delivery of instructional training, detail of instructions etc.?
Customer service – Criteria
Friendly
Build rapport with customer
Resolve complaints
Plain language
Acknowledge customer's needs
See things from customers’ points of view
Prioritises tasks that have a direct customer impact
Active listening
Assurances of effort and results
Well informed, knowledgeable
Positive attitude
Confident
Go beyond what is required
Suggest ideas or solutions without prompting
Designing innovative and creative practices and solutions
Adapting to new situations
Visionary
Capable
Approachable
Deal with problems
Polite
Remember names
Treat all customers respectfully
17. UNSW IT Service Centre Benchmark Report Page 17
Satisfy the customer beyond what is required or expected
Arranging and completing follow-up
Appropriate non verbals
Develop policies to meet customer needs
Confident
See a job to its conclusion
Happy
Seek additional responsibilities
Seek information from many different sources
Reflecting on own practice for improvement
Generate a range of options
Taking on challenges
Confident
Good at explaining
Offer appropriate solutions
Expert recommendations
Tact and diplomacy
Admit mistakes and apologize
Asks questions to identify customer's needs
Responds to customer requests promptly
Offer choices/empowering
Request feedback to ensure satisfaction
Calm, patient, empathic
Efficient
Questions:
1. Was the staff member approachable, friendly and polite?
2. Were they calm, patient and empathetic?
3. Was your question, complaint or issue resolved quickly?
4. Did they use plain language that was easily understood?
5. Were they well-informed and knowledgeable?
6. Were they confident in suggesting ideas or solutions?
7. Did it take long for a staff member to assist you upon entering the store?
8. Were they good at explaining?
9. Did they offer appropriate solutions?
10. Did they ask questions to identify your needs?
Store (front desk) design – Criteria:
Size
Aesthetics
Features
Practicality
Questions:
1. Are new products placed in the busiest area of the store?
18. UNSW IT Service Centre Benchmark Report Page 18
2. Are there desks where customers can setup or get help setting up new devices?
3. Is there a section that provides one-to-one training?
4. Is there a HELP space where experts work to troubleshoot any issues a customer may
have?
5. Is there an infomercial screen that steps customers through products and services
6. Is there a glass storefront?
7. A simple and open design enabling both self-navigation and consultation?
8. Are live products displayed on the walls or tables in order to encourage customer
interaction?
9. Bold entry signage used to promote brand messages and offers?
10. Is merchandise grouped by customer need and showcased with digital
communications?
11. Is the consultation area an open space with lounge style seating?
12. Is there bench seating for customers to use when they are waiting to be served?
13. Are staff members free to roam around the store rather than being stationed primarily
behind a counter?
14. Are there iPads or computers placed around the room for customer use or for staff use
in assisting customers?
15. Is the general design of the store aesthetically pleasing?
Survey Questions Summary
Store design:
1. Are new products placed in the busiest area of the store?
2. Are there desks where customers can setup or get help setting up new devices?
3. Is there a section that provides one-to-one training?
4. Is there a HELP space where experts work to troubleshoot any issues a customer may
have?
5. Is there an infomercial screen that steps customers through products and services?
6. Is there a glass storefront?
7. A simple and open design enabling both self-navigation and consultation?
8. Are live products displayed on the walls or tables in order to encourage customer
interaction?
9. Bold entry signage used to promote brand messages and offers?
10. Is merchandise grouped by customer need and showcased with digital
communications?
11. Is the consultation area an open space with lounge style seating?
12. Is there bench seating for customers to use when they are waiting to be served?
13. Are staff members free to roam around the store rather than being stationed primarily
behind a counter?
14. Are there iPads or computers placed around the room for customer use or for staff use
in assisting customers?
15. Is the general design of the store aesthetically pleasing?
UNSW IT: no, no, no, no, no, yes, no, no, no, no, no, no, no, no, no
Vodafone: yes, yes, no, yes, yes, yes, yes, yes, yes, yes, no, no, yes, yes, yes
Telstra: yes, yes, yes, yes, yes, yes, yes, yes, no, yes, no, no, yes, yes, yes
19. UNSW IT Service Centre Benchmark Report Page 19
Optus: yes, yes, yes, yes, yes, yes, yes, yes, yes, yes, yes, yes, yes, yes, yes
Apple Store: yes, yes, yes, yes, yes, yes, yes, yes, yes, yes, yes, yes, yes, yes, yes
Customer service:
1. Was the staff member approachable, friendly and polite?
2. Were they calm, patient and empathetic?
3. Was your question, complaint or issue resolved quickly?
4. Did they use plain language that was easily understood?
5. Were they well informed and knowledgeable?
6. Were they confident in suggesting ideas or solutions?
7. Did it take long for a staff member to assist you upon entering the store?
8. Were they good at explaining?
9. Did they offer appropriate solutions?
10. Did they ask questions to identify your needs?
UNSW IT: yes (16/20), yes (20/20), yes (14/20), yes (19/20), yes (19/20), yes (18/20), no
(17/20), yes (18/20), yes (20/20), yes (20/20)
Vodafone: yes (19/20), yes, (20/20), yes (13/20), yes (19/20), yes (20/20), yes (19/20), no (15/20),
yes (18/20), yes (20/20), yes (20/20)
Telstra: yes (20/20), yes (19/20), yes (16/20), yes (20/20), yes (18/20), yes (18/20), no (17/20), yes
(18/20), yes (20/20), yes (19/20)
Optus: yes (20/20), yes (20/20), yes (18/20), yes (20/20), yes (19/20), yes (19/20), no (18/20), yes
(18/20), yes (20/20), yes (20/20)
Apple Store: yes (20/20), yes (20/20), yes (17/20), yes (19/20), yes (20/20), yes (20/20), no (20/20),
yes (20/20), yes (19/20), yes (20/20)