1. 1.4.5 Effective on-time delivery and customer satisfaction
On his birthday, a husband and wife visit a store together. She goes off on her own to the home furnishings department. She tells her husband that she will meet up with him in 30 minutes.
When she arrives back she can’t find him anywhere. The Store Manager, seeing her slightly flustered demeanour, approaches her. “Madam”, he says, “You’re husband has been shot”. She turns and stares. “Not only that” says the Store Manager, “He has also been held under water for over five minutes!” Before she can open her mouth to say anything the Store Manager continues. “And that was before he was found hung”.
The woman laughed and left the store ten minutes later. “Thank you for such fantastic customer service” she said to the Store Manager. “I’ll definitely be back again”.
Why was the woman so pleased?
Her birthday gift to the husband was a photograph. Whilst she went shopping for a picture frame the husband had his photo taken (shot), developed (in water) and finally dried (hung out). All of this in just over 30 minutes. Excellent customer service!
1.4.5 Effective on-time delivery and customer satisfaction
1.4.5 Customer satisfaction

2. Importance of Customer Service
Customer service is the meeting of customer expectations before, during and after purchasing a good or service
For a small 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
1.4.5 Customer satisfaction

3. Importance of Customer Service
It is important to provide good customer service in a number of areas:
Accuracy and 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?
1.4.5 Customer satisfaction

4. Importance of Customer Service
Accuracy and 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?
Delivery of the product should be on time
1.4.5 Customer satisfaction

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?
1.4.5 Customer satisfaction

6. Importance of Customer Service
After sales service
Many products require an ongoing service including responding to any complaints
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
Guarantee
Warranty
Returns policy
Can you identify these forms of after sales service?
Eager Tuna (1 word)
Yam Wart ( 1 word)
Princely Tours (2 words)
1.4.5 Customer satisfaction

7. 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."
1.4.5 Customer satisfaction

8. 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 customers 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’?
Explain 1 reason why product information will be important for Tracey’s customers.
Explain 1 way Tracey could offer a good after sales service.
Explain 2 benefits to Tracey of offering excellent customer service.
1.4.5 Customer satisfaction

9. Customer Satisfaction and repeat custom
Customer satisfaction can be measured by whether the product has met or surpassed customer expectations
A happy customer is a good source of advertising, especially in a local market, where recommendations can create trade
It is easier and cheaper to sell to existing or repeat customers
1.4.5 Customer satisfaction

10. MULTIPLE CHOICE
1. Which one of the following is an area that a start-up business should provide customer service in?
□ A Pricing
□ B After sales service
□ C Legal requirements
□ D Primary research
2. Not delivering on time might affect a business in which one of the following ways?
□ A Happy customers
□ B Loss of reputation
□ C Increased sales revenue
□ D Poor market research
1. B 2. B
1.4.5 Customer satisfaction 10