1. Learning aim A theory

2. The meaning of customer service….
Customer service can be defined as…..

3. Different customer service roles
Businesses will have a number of different positions within a business that can be classes as ‘customer service roles’.
Q) Can you think of any customer service roles in school?

4. Different customer service roles- examples in business
Direct with customers e.g. receptionist, call centre workers, shop assistants, bank workers, coffee shop staff, delivery drivers….. Non-direct roles e.g. cleaners, gardeners and engineers etc…

5. Different types of customer service
Businesses can use customer service in a number of different ways. This will depend on the needs of the business and will influence how successful the business might be. Task: think of a business of choice and consider the different ways in which they might use customer service.

6. Different types of customer service
Service deliverer- the person seen as providing customer service and representing the business
Face-to-face customer service – hotels, restaurants, leisure centres, hospitals and shops
Remote customer service - call centre staff
Customer service team work – cooperation between individuals, departments and businesses

7. Customer satisfaction
Customer satisfaction can be defined as…..

8. Customer satisfaction- how can be seen it in action
Confidence in service
Value for money
Repeat business
Word-of-mouth reputation
Loyalty to the brand even if prices rise
Think about how a business of your choice ‘satisfy their customers’

9. Customer satisfaction- how can business satisfy customers?
Reliable products/service
Providing extras for free
Accurate and speedy service
Value for money
Providing the goods and services that they want/need
High quality standards
Providing advice/feedback
Dealing with issues

10. Providing consistent and reliable customer service
Businesses MUST ensure that they provide high levels of customer service if they are to ensure that they remain competitive in todays highly competitive markets. There are a number of things that they can put in place in order to ensure that staff provide reliable and consistent levels of customer service. Task: In pairs, think of three ways in which two different businesses of YOUR choice might ensure that staff provide reliable and consistent levels of customer service.

11. Providing consistent and reliable customer service
Product/service knowledge
Positive attitudes
Professional behaviour
Meeting specific customer needs
Confirming that current products/services meet the needs of clients
Dealing with issues

12. Negative impact of poor customer service….
Read through the ASOS case study and discuss the issues that the business might experience in the future….
Source:

13. The effects of good customer service
Increased sales
Increased profits
Retention of customers
Competitive advantage
Staff satisfaction and motivation
Brand loyalty
Ability to develop and test new products/services on a solid customer base
Opportunities to use your brand in other ways. For example, Coca Cola making clothes….

14. Ways to exceed customer expectations
There are many different things that a business can do in order to exceed customer expectations. This is often referred to as ‘going the extra mile’ is represents a point at which the customer is getting more than they anticipated which makes them want to use the business time and time again.

15. Ways to exceed customer expectations
How can the following organisations exceed customer expectations:

16. Ways to exceed customer expectations- the theory…
Providing outstanding value for money
Offering clear information
Giving useful advice
Providing additional help and assistance
Offering discounts
Having a good returns policy
Providing exceptional help and assiatnce

17. Ways to exceed customer expectations- who comes out on top?

18. Effective customer service through organisational procedures
Organisational procedures and the things that are in place to ensure that the business operates in the most effective way in terms of its customer service. Businesses can do many different things to ensure that they are able to maintain effective customer service. Examples might include…..

19. Effective customer service through organisational procedures
Monitoring staff- mystery shoppers, manager appraisals, peer feedback
Following codes of practice rules that outline how employees should act when dealing with customer based issues

20. Effective customer service through organisational procedures
Being ethical when dealing with issues this means treating customers in a fair and transparent way
Having clear internal procedures that all staff are trained to follow- this helps all staff from the MD to the floor staff understand what needs to be done in order to meet customer needs.

21. Effective customer service through organisational procedures
Ensuring the mission statement is being followed
Click on the image and look at how Tesco state they meet customer needs.

22. Effective customer service through organisational procedures
Meeting legal requirements this is the rules and regulations that business must follow when dealing with customers. Examples that you will need to link two different businesses are:
Sales of Goods Act
Health and Safety Act
Data Protection
Equal Opportunities

23. Learning aim A assessment
All tasks required to complete learning aim A can be found in the first half of the assignment brief
You need to attempt ALL tasks within the booklet
You need to ensure that your research/theory is linked to actual businesses as outlined in the assignment brief

24. Meeting the requirements for learning aim A