1. Focusing on the customer is important to a start-up business
Focusing on the customer is important to a start-up business. Hannah had a problem when one of her customers complained about the change she had received from a £50 note when buying some trousers and a cheap matching belt. She had spent £25 in total and the trousers cost £20 more than the belt.
How much did the trousers and the belt cost individually?
And how much change should the customer have received in change?
£22.50, £2.50, £25
1.4.1 Customer focus
1.4.1 Customer Focus

2. Importance of Customer Focus
A business can profit by focusing on the needs of customers. This can be done by:
Anticipating the needs of the customer
Identifying the needs of the customer
Meeting the needs of the customer
It is essential that a small business meets the requirements of the customer.
1.4.1 Customer Focus

3. Anticipating customer needs
How to anticipate customer needs:
What is happening in the market:
Trends
Looking at past data to forecast the future
Changes in fashion
People’s tastes change, often because of the influence of marketing
What does the future hold?
1.4.1 Customer Focus

4. Identifying customer needs
How to identifying customer needs:
Market research
Primary
Secondary
If you were to open up a new restaurant in your local area what primary and secondary research would you undertake?
1.4.1 Customer Focus

5. Meeting customer needs
How to meet customer needs:
What does the customer want?
Has the business got the right product?
… at the right price?
… in the right place?
Does Hugh know how to meet customer needs?
1.4.1 Customer Focus

6. How can I meet customer needs?
In groups of 3 or 4
Each person has 60 seconds to say how they can meet customer needs for a business or product of their choice
No hesitation
No deviation
No repetition
1.4.1 Customer Focus

7. MULTIPLE CHOICE
1. Which one of the following is a reason why customer service is important to a start-up business?
□ A It is a legal requirement
□ B Customers add value
□ C Repeat custom
□ D Lower corporation tax
2. Which one of the following is a method of identifying customer needs?
□ A Promotion
□ B Market research
□ C Competitive pricing
□ D Providing good customer service
1. C 2. B
1.4.1 Customer Focus 7