Essay
All of Unit 14 Part A and B Ps, Ms and Ds coursework Graded at high quality
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In my report. I will be explaining/analysing/evaluating the impact of customer service on my contrasting businesses.
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Part A & B: Explore how effective customer service contributes tobusiness success. Investigate the methods used to improve
customer service in a business
In my report. I will be explaining/analysing/evaluating the impact of customer service on my contrasting
businesses.
Customer service is the support that a business offers their customers before and after they buy and use
their products or services. Customer service is important for businesses to do as it often leaves customers
feeling valued and respected, which can lead to existing, or new consumers purchasing from that business
again. Although providing excellent service will require extra resources, time and money. When done right,
it will enable the business to overtake competitors in the market, as good customer service can lead to a
positive reputation and good publicity (as a method of free advertising) which can eventually attract new
customers, and encourage existing customers that purchasing from that business is in their best interest.
As a result, leading to the increase of profit due to the arrival of new customers and the maintenance of old
customers.
Good customer service consists of following the best practices like valuing and respecting customers,
having or showing a pleasant and welcoming attitude towards them, and providing informative information
and resources for them when needed.
P1
In this section of my report. It will describe the different approaches to customer service delivery in JD and
Sainsbury.
JD
Founded by John Wardle and David Makin in 1983. JD sports fashion plc operates in the
clothing market as the UK leading specialist retailer of fashionable branded, sports and
casual wear such as Nike, Adidas, Puma and more. Good customer service is important
to JD as it ensures that the consumers are made welcome within their branch, ensuring
there is always assistance when needed. JD believe that if a customer is struggling, they
shouldn’t be afraid to approach them, and help them to the best of their ability. It is imperative to keep
customers happy as it ensures JD reputation is positive. In addition, happy customers are willing to
purchase again, or even promote the business to friends or family, due to having a delightful previous or
first encounter. JD can conduct customer service through a variety of methods like on site, on their website
and over the phone:
JD conducts customer service through On-site interaction as it allows their customer to try on cloths like
coats and shoes before purchasing them, or to refund them as they are not satisfied with the product. This
,process can be easy to gather customer feedback, as the business can ask the consumer directly instead
of waiting around to complete a survey which they might not have the time for. Website interaction helps
JD to build a strong online presence as they can communicate and contact customer through web chats,
this has been implemented more frequently due to COVID-19 affecting their branches from being opened,
this process can be challenging to gather customer feedback, as consumer may feel lazy or unmotivated to
give feedback from a webchat. Over the phone interaction helps JD keep in touch with the customers
encase they need help to resolve any future queries such as delivery problems, this process can be easy to
gather customer feedback, as it is a live conversation between the customer and the business. A benefits
of good customer service for JD is that it will increase customer retention as happy customers will stick
around longer.
JD employees need specific skills such as good communication skills such as speaking and
understanding English fluently to persuade and interact properly with customers if they hope to sell
that customer a particular good or service like shoes or clothes. JD employees would need to have
good judgment and selling skills to advice customers on the best product or service for them to
purchase right there and then without hesitating. Knowledge to clearly distinguish and explain the
difference between products and services for customers to fully understand. JD employees would
need to have decent technical skills to operate equipment’s like the cashier or the PDA.
Sainsbury
Founded by John James and Mary Ann Sainsbury in 1869. With a market share of
14.9% recorded on the 9th of August 2020, Sainsburys was currently the UK
second largest PLC chain of retail food and clothing supermarkets with over 600
supermarkets and 800 convenience stores, they operate in the retail, grocery store
and convenience store market. They sell a variety on tangible item such as: food,
toys, electronics, medications and more. Additionally, they sell intangible service
such as insurances which can consist of car, pet, life, travel, home and over 50s Life insurance. Customer
service is important to Sainsburys because without customers, there would no Sainsbury as it cannot run
effectively. Any supermarket chain can have every product that customers could possibly want, but if they
don’t treat customers well, they will not be successful. Sainsburys can conduct customer service through a
variety of methods like on site, written and over the phone:
Sainsbury conducts customer service through On-site interaction as it allows them to maintain face-to-face
interaction with customers as it feels more personal, and reliable to talk face to face than though a screen
or calling regarding sensitive issues like insurance, this can build up customer trust due to the consumer
feeling valued that their issues are being resolved to the best of the business ability right in front of them.
Written interaction helps when sending a letter as it produces a legal document as hard copy regarding
issues like the Nectar card (which is a loyalty card scheme), this process can be hard to gather customer
feedback from, due to the time delay of sending and receiving the letter which can be extremely long. Over
the phone interaction helps customer service to get feedback as it is an open a conversation between the
consumer and the employee. Customers can wait for the conversation to end so they can give feedback on
, how well the employee handle their situation, based on the feedback given, the business can improve their
customer service. Sainsbury does delivery which was widely used during the first lockdown in 2020 as
people couldn’t leave the house as they are vulnerable to Covid-19. Sainsbury has two variants of their
stores; one is the smaller version known as Sainsbury local which acts as a “corner shop” for local
residents with limited stocks due to its size. And the other one is the giant Sainsbury store with bigger stock
which is located in busy and public areas.
Sainsbury employees would need to have decent technical skills to operate the self-checkout tills
which can improve the rate of work as one employee would be need to supervise the machines as it
can serve up to 15 to 20 customers at once. Sainsbury would need knowledge to clearly distinguish
and explain the difference between products and services for customers to fully understand. For
example, the difference between a grape fruit and an orange as they both have similar features.
Sainsbury employees would need good communication skills, such as speaking and understanding
English fluently to interact properly and affectively with customers.
Inconclusion, different businesses will have different approaches which is key for their success to
persuade customers that purchasing from that business is in their best interest, which can lead to
an increase in profit and sales.
P2
In this section of my report. It will examine ways that customer service in a selected business can meet the
expectations and satisfaction of customers.
Sainsbury are expected to exceed customer’s expectations for safe, fresh, healthy and tasty food, services
and products to make their lives easier every day. They do this by purchasing and building up strong
relationship with suppliers and farmers both in the UK, and overseas to provide the best products and
services that most competitors cannot provide at an affordable price range for customers. They do this
because it can provide recurring customers to continue to purchase from them, as it steadily increases their
profit.
Sainsbury are expected to organise their stores. They do this by placing the right products in the allocated
category such as medication in the medicine section and bread in the bakery section as it can prevent
confusion amongst customers.
Customers expect to receive reliable information about the products and services promised to them from
the business straplines. Straplines are the form of advertising and all advertising must try to reach a
balance between selling the products, and ensuring that all advertising meet customer expectation. They
do this by making sure that their advertising is genuine, as it can increase customer retention due to
consumers being pleased that the products, they bought fulfils its purpose.
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