Summary
Summary P1 - Importance of customer service to an organisation
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Goes into detail concerning how organisations need good customer service and how it is important to them and to the customer and employee.
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P1Selected businesses:
Visitor attraction - Cadbury World
Airlines - British Airways
Customer service:
First impressions –
A business will typically make a first impression by ensuring that anything that would be of
importance will stand out. Businesses will typically make first impressions to customers
through their staff and how effective they are. Whether this be how friendly they are and
where they are located. Businesses want to ensure that customers feel they are being
acknowledged by the staff which will help make a customer feel confident in businesses
ability to provide good services and products. For this reason, in order to be successful, a
business will need to ensure their customer service is friendly, fast and helpful in order to
win the confidence of their customers. If a business can show they have good customer
service, this will allow them to have more of an influence on their customers and gain their
confidence.
An example of this would be Cadbury World who have created a first impression by having
an immediate understanding that all customers will have different needs that need to be
met with a certain amount of speed and quality. They have also ensured that the front desk
is near the entrance and allows for an immediate access to staff who have been trained to
smile. This is to make them appear approachable to customers who feel confused. Due to
this, the staff will normally look directly at the customer and smile as soon as they walk in
the front door. As well as this, they have ensured that everything is purple to match the
colour of the chocolates wrappers. They have also ensured that all their staff look
professional, are friendly and have good knowledge of their role in the business.
British Airways have made a good first impression as they are known to stand out due to the
quality and speed of their customer service. They have done this by ensuring their staff have
good knowledge on all situations and the business and the ability to listen to the customers
needs and that it is easily accessible. They have also ensured that their staff are located near
the entrance of the airport and appear approachable due to their tidy uniform and their
expression. If it is a busy day, British Airways will make sure they have more than enough
staff so that there is always a member of staff available to help customers with a quick
check-in or question such as where the nearest gate is.
Company image (logo) –
A business logo is how a business will typically be recognised. Logos represent a business
and help to make them stand out of the crowd to customers who recognise them or are
looking for their business. The main reason businesses have a logo is it is a form of identity
and will help to make the business memorable to customers.
Cadbury World has created a logo that has been simplified but can be recognised as being
related to the Cadbury chocolate logo. Both businesses are related but offer different things.
However, to ensure customers can make the connection, Cadbury World has made their
logo purple like the chocolate as well as using the same style of font for the words. Cadbury
, P1
chocolate uses both gold and purple, for this reason Cadbury World has only included these
colours in their logo to help make their business recognisable.
British Airways has created a logo that they have simplified but have made recognisable. As
they are a British based airline, they want to ensure that customers can identify this as soon
as they seen the logo. For this reason, their logo includes blue, red and white which are all
colours of the British flag. These colours have always been in their logos from when they
where first created in 1973. They are a world recognised airline and having this logo
indicates that they are a British based airline.
Speed and accuracy of service -
A business will need to ensure they don’t keep their customers waiting and can give them
good quality service that will meet their needs. Due to this, business’ will aim to ensure their
customer service employees have good skills in organisation, computer skills, being able to
effectively negotiate, research effectively and have good knowledge of the product they are
trying to sell. All these will lead a business towards having effective customer service
department which will help to create trust between the business and the customer.
Cadbury World has ensured they have good speed and accuracy of customer service by
making sure their staff have a good knowledge on the attractions tours around the factory
through the use of effective training using customer feedback and information on the
attraction itself. They also have a good understanding on what different customers may
expect and want which allows them to have the knowledge to answer their questions and
meet their needs. An example of this would be a student customer asking about the 10%
discount on the tour at Cadbury World, the staff will need to have the ability to answer this
effectively and quickly. To make this very effective, they deliver it in a confident and crystal
clear manner to avoid confusion and ensure the information is quickly delivered and
understood. An example of this would be giving directions to a customer on where in the
attraction they should go for the type of chocolate tour they have selected, such as the tour
that is designed for one group who have booked together.
British Airways has made a big effort to ensure their business’ customer service is quick and
effective as they had improved the satisfaction rating from 55% in 2019 to 83% currently.
This was done by increasing the amount of training that customer service staff received. Due
to this, they gained a higher understanding of the business good research skills. This allowed
for problems and questions to be solved quicker and thus a higher chance of a customer
being satisfied with their answer.
Consistency; products and services offered –
This is another thing that customers really value about a business as they will want to avoid
being confused and their needs not being dealt with correctly. In order to achieve this, a
business will have to ensure that their employees in customer service and other
departments are able to keep the same message as it is transferred between different
people. Due to this, many different businesses will have a something like ‘codes of conduct’
which will help customers to understand what they are to expect and what will be offered
by the customer service.
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