1. Communicate using customer service language F/601/1609

2. Learning Objectives for Unit 1 At the end of this unit you will be able to: ♦Identify customers and their characteristics and expectations ♦Identify their organisation’s services and products ♦Know how to communicate using customer service language

3. Starter Activity A customer by any other name ♦Customer is a generic term for someone who buys products or services ♦Different industries use different names ♦Complete the worksheet to find the term used to suit customers in different industries

4. Session Aim & Objectives Today’s session is an introduction to the language of customer service and to understand what customers are looking for when buying products and services At the end of today’s session you will have: ♦Identified terms used for customers ♦Understood the difference between customer and consumer ♦Identified and grouped customers into types ♦Considered what a customer is looking for when buying products or services

5. Customers v Consumers We have seen that the word used for a customer may vary between industries but generally ♦A customer is the person who pays for the product or service ♦A consumer is someone who uses the product or service They may NOT always be the same person ♦Eg. A parent may be a customer for sweets but it is the child who is the consumer ♦Eg. Taxpayers pay for the National Health Service but they may not be the user (consumer) of the service ♦Why is it important to know the difference?

6. Activity 2: Who is the customer? ♦In small groups you will be allocated one of the five shops shown ♦Discuss and identify WHO would be a customer of that retailer – can you identify types? ♦What age group would they fall into? ♦What products or services are they looking to buy? ♦Draw a mind map which identifies the range of customers for that organisation

7. What are customers looking for? ♦In today’s world, customers have CHOICE when buying products or services ♦Customers may buy from an organisation for a number of different reasons. This may include: –Convenience (opening hours, location) –Availability of car parking –Range of products available –Price –Brand name –Image ♦What do you look for when buying a pair of trainers?

8. Customer Expectations ♦What are customers looking for when they buy products and services? –A solution to meet their needs –A product/service which will do the job properly –A quality product which will last for as long as needed –A guarantee –A pleasant experience when purchasing ♦What else can you think of that a shopper will be looking for?

9. Group Discussion You will be allocated 1 of these topics to discuss. You will need to produce a poster showing what the customer ‘s expectations would be for each scenario. 1.What are your expectations as a customer of this school / college? 2.You are looking to organise a family meal at a restaurant to celebrate a special event / birthday. There will be 20 of you attending 3.You want to buy a new mobile phone but there is so much choice and your friends all give different advice! 4.You are going to your prom to celebrate leaving school/college and you are looking for the perfect outfit

10. Customers will expect ♦to feel welcomed into the shop/ restaurant / hotel..... ♦staff to listen to their requirements ♦staff to be helpful ♦staff to be knowledgeable ♦staff to be polite ♦staff to be patient ♦staff to be able to resolve any problems ♦to pay a price which meets their budget ♦to buy a product or service which meets their needs ♦a positive experience

11. Review of Learning ♦Write down three key points you will take away from today’s session about customers and their expectations ♦Share your number 1 key with the rest of the group

12. Next session ♦We will be looking at customer expectations in more detail ♦We will be considering how you can ensure customers have a positive experience