1. 3.2.4 Effective customer service
“Your most unhappy customers are your greatest source of learning.” Bill Gates
“If you do build a great experience, customers tell each other about that. Word of mouth is very powerful.” Jeff Bezos
“Do what you do so well that they will want to see it again and bring their friends.” Walt Disney
“We don’t want to push our ideas on to customers, we simply want to make what they want.” Laura Ashley
“Write your quote”
3.2.4 Effective customer service

2. Importance of Customer Service
Customer service is the meeting of customer expectations before, during and after purchasing a good or service
It is giving customers what they want, when they want it
For any business it is essential to have good customer service in order to
Distinguish the product from the competition
Obtain repeat custom
Gain a good reputation
Fonejacker | Booking a Table | E4
Customer service in the restaurant industry
3.2.4 Effective customer service

3. Importance of Customer Service
It is important to provide good customer service in a number of areas:
Reliability
Product information
After sales service
Can you think of two examples of products or services where each of the above areas of customer service are important to you?
3.2.4 Effective customer service

4. Importance of Customer Service
Reliability
Customers want a product that will meet their requirements each and every time
Consistent quality will earn customer loyalty and repeat custom
Customers expect predictability when buying a product – does the good or service meet expectations?
3.2.4 Effective customer service

5. Importance of Customer Service
Product information
To obtain the full benefit of a product the customer needs to know how it works
Expert knowledge of how a product works will allow the firm to inform customer needs when making a sale
Good customer service based on product information can make the difference between making and losing a sale
GRAMMOPHONE - Rowan Atkinson - Not The Nine o'Clock News
How can a firm ensure staff are both knowledgeable and able to provide customers with the service level required?
3.2.4 Effective customer service

6. Importance of Customer Service
After sales service
Many products require an ongoing service
A good website, online helpdesk and a reliable repair/support team can provide this
This will increase the likelihood of repeat custom for new products aimed at a loyal customer base
Recommendation will also be key for small firms to increase their customer base
Can you identify these forms of after sales service?
Eager Tuna (1 word)
Yan Wart ( 1 word)
Princely Tours (2 words)
3.2.4 Effective customer service

7. Disadvantages of poor customer service
A variety of problems might arise due to poor customer service:
Reputation can suffer through word of mouth
Sales may decrease as repeat custom declines and customers switch to competitors
Profits will be affected
Ultimately the business may close down
3.2.4 Effective customer service

8. Service with a smile The Nasty Tourist
A group of Americans were touring Ireland. One of the women in the group was a real dragon, constantly complaining. The bus seats are uncomfortable. It's too hot. It's too cold. The food is terrible. The accommodation is awful. The group arrived at the site of the famous Blarney Stone. "Good luck will be followin' ya all your days, if you kiss the Blarney Stone," the guide said. "Unfortunately, it's being cleaned today so no one will be able to kiss it. Perhaps we can come back tomorrow." "We won't be here tomorrow," the nasty woman shouted. "We have some other boring tour to go on. So I guess we can't kiss the stupid stone." "Well now", the guide said, "It is said that if you kiss someone who has kissed the stone, you'll have the same good fortune." "And I suppose you've kissed the stone," the woman scoffed. "No Ma'am," the frustrated guide said, "but I've sat on it."
3.2.4 Effective customer service

9. In pairs Identify a local business where customer service is important
Design a poster to be displayed in the staff room reminding employees of:
The importance of customer service
Actions to improve customer service
The dangers of poor customer service
3.2.4 Effective customer service

10. Customer Service
Tracey runs an independent travel agents, that prides itself on excellent customer service. She offers tailor made trips to cities across Europe. She spends time with each potential customer helping them plan the perfect itinerary to meet their needs. The service offered includes everything from planning the trip, booking hotels, flights and excursions and even offers to pick them up by taxi from home and drop them at the airport.
Question time
What is meant by the term ‘customer service’? (2 marks)
Explain 1 reason why product information will be important for Tracey’s customers. (3 marks)
Explain 1 way Tracey could offer a good after sales service (3 marks)
Explain 2 benefits to Tracey of offering excellent customer service (4 marks)
3.2.4 Effective customer service