© Boardworks Ltd 2008 1 of 27 2.1 Customer Service Provision in Business Unit 2: Developing...

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2.1 Customer Service Provision in BusinessUnit 2: Developing Customer Relations

2.1 Customer Service Provision in Business

Unit 2: Developing Customer Relations



Learning objectivesContents


Teacher’s notes included in the Notes Page

Flash activity (these activities are not editable) Extension activity Web addresses

SoundPrintable activity

For more detailed instructions, see the Getting Started presentation


Customer needs and expectations


In this section, you will consider what customer service involves.

Defining customer service

Identifying customer needs and expectations

Responding to customer needs and expectations


Customer service

Can you think of any examples of organizations that buy things from other organizations?

In this unit, the most important word is customer.

Do you know what a customer is?

You might think a customer is a person who buys goods or services.

However, this is not always the case, as organizations can be customers themselves.


Customers of different organizations


Definition of customer

We now know that customers can be either individuals or organizations, and that in order to be a customer, it is not essential to purchase the goods or services provided.

Customer: a person or organization who uses a

product or service.

Therefore, what do you think might be a better

definition of a customer?


Customer service is an organization's ability to identify and supply their customers' wants and needs.

The Institute of Customer Service (ICS) has a more complex, but complete, definition of customer service:

Customer service

“Customer service is the sum total of what an organization does to meet customer expectations and produce customer satisfaction. Customer service generally involves service teamwork and service partnerships. Although somebody may take a leading part in delivering customer service, it normally involves actions by a number of people in a team or in several different organizations.”

What is the key feature of customer service according to the ICS definition?


Identifying customer needs


Customer expectations


Customer expectations

Customer expectations can be different depending upon the situation they are in.

For each of the key words, suggest one type of organization – or job role – it would be most relevant to (e.g. police officers would need to

be alert during their job).

Polite

Patient

Intelligent

Confident

Competent

Charming

Humorous

Accurate

Respectful

Honest

Good-looking

Well-dressed

Informed

Enthusiastic

Reliable

Alert

Clean

Consider the following customer expectations again:


Accuracy and reliability

Customers will expect to be given accurate and reliable information about products and services.

Accurate means that the information given is true and correct.

Reliable means that the information given is honest and consistent.

Can you think of any times when you have been given inaccurate or unreliable information?


Accuracy and reliability


Providing information and advice



This information and advice may come from a variety of sources, not just from customer service staff.

Customer service is not just about selling products or services to customers, it is also about ensuring that all their needs are met.

This can involve providing large amounts of information and advice to assist the customer in choosing the most appropriate product or service.

What other sources of information or advice can you think of in addition to customer service staff?


by telephone

online

through printed material.

Assistance and help

Most businesses will have a Customer Service departmentthat customers can visit, not only to make complaints, but also to gain assistance and help.

What examples of assistance or help can you think of that customers might ask for?

As well as face-to-face, assistance and help can also be given in other forms, including:


Dealing with special needs

All customers are likely to have special needs, which organizations must cater for. These needs may be related to:

circumstances – requiring a product or information before a certain time or for a set purpose

personal requirements – needing a product or information customized or adapted in a specific way

individual traits – requiring different products or information because of beliefs, age, fashion preferences, etc.

disability – needing special help due to problemswith mobility or another impairment.


Dealing with special needs


Dealing with problems

Problems with customer service arise when a customer’s needs and expectations have not been met.

This could be something simple, such as a customer being unable to locate a particular product in a supermarket.

Alternatively, it could be something more financially significant, such as a company not being able to supply sufficient goods.

It could also be very serious, such as a company selling potentially lethal products to customers.

Customer service staff must be trained to deal with simpler problems and know their employer’s procedures for passing on and recording more complex problems.


Organizational targets

Most organizations will set targets for different aspects of business performance.

Customer service targets are the targets set for those staff dealing directly with customers.

In order to achieve the targets they set, organizations must ensure they are specific and measurable.

Organizational targets (often referred to as performance indicators) are targets against which staff performance can be measured.

What sort of customer service-related targets might organizations set for themselves?



Organizations are usually reluctant to publish details of customer service targets or performance indicators.

Why do you think this might be?

However, most large organizations will publish details of their customer service policies and strategies in their annual reports.

These are usually available to download from company websites.


Health, safety and security


Meeting customer needs

© Boardworks Ltd 2008 1 of 27 2.1 Customer Service Provision in Business Unit 2: Developing...

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