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  3. PEARSON (PEARSON)
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  5. Business 2016 NQF
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  7. Unit 14 - Investigating Customer Service

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Unit 14 investigating customer service achieved an distinction

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This coursework contains 1 assignment and I achieved a distinction, when paraphrasing it recommend using quill bot but u must also try rewording it. The business that I have included in this report is called Tesco and I'm comparing it to JD sports

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  • December 12, 2022
  • 49
  • 2021/2022
  • Other
  • Unknown

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Introduction: What is customer service?

Customer service is about the relationship between the customer and employee, it relates to the
assistance and advice provided by a business towards external customers (an individual who is not
linked to an organisation other than purchasing a good/service), for example, members of the public
and the government, without customers there is no business. Customer service is also a series of
activities designed to enhance the experiences the customer receives when purchasing goods and
services.

Why is customer service important?

This is important because it helps businesses gather information/reviews that can be used to help
the business achieve its goals. Besides keeping customer loyalty, great customer support inspires
publicity which can increase the number of customers the business receives, increasing the
profitability the business receives.

How do you build a relationship with customers?

Building customer relationships with both external and internal customers (a customer directly
connected towards the business) e.g., employees, shareholders are crucial when making a business
successful. Customers will need to be sure that any guarantees against problematic purchases or
monetary commitments made against future purchases will be honed by the business. e.g., deposits
and vouchers. They will also need to feel confident that they will be treated in a respected manner
by the business without being discriminated against them by treating every customer unequally,
respecting their religion and boundaries and their decision to make a complaint about the business.

What are the effects of building a relationship with customers:

 Enhancing the reputation of the business - Tesco is known for its favourable customer
service because they have established a customer care line that helps develop the
relationship between the customer and the business, by providing friendly support to look
after customers and ensuring that they are satisfied with the businesses goods and services,
this will give out an impression towards the customers, that the business will invest in
building a good relationship with them making it more likely for them to return to Tesco to
buy their goods and use their services. This will increase Tesco’s market share and will
convince more customers to purchase goods off from the business, therefore increasing the
number of customers the business receives and positive customer reviews and feedback on
how to improve its customer service because they offer a unique type of customer service
that is available for all customers to use and cannot be easily achieved by their competitors.
 Customers gain confidence in the business –During 2020 Primark reported a decrease of
monthly sales from £650 million to £0 because they have no traditional website to gain
online sales. This caused many customers to lose faith in the business because they are
losing money due to the lack of sales and increased expenses (employees, rent, utility bills
and etc), whereas their competitors (Next, Gucci, H&M and etc) have all increased their
market share due to online sales and lack of business activity from Primark. However, to
regain communication with Primark’s customers the business established a social media
account to engage with their customers online, despite its inability to trade, Primark
maintained excitement levels with its customers. They have established social channels
specifically for fashion advice and baking recipes to keep customers preoccupied with work

, throughout the lockdown, restoring customers trust and confidence in the brand. This shows
that businesses do not necessarily have to make a profit to gain customers confidence, but
they must maintain some sort of communication between the business and customer to let
them know that you have not given up on them and are willing to commit to building up
your relationship between them, which also reduces the risk of getting a customer complaint
because you have not informed them on what is happening in the business.

What are customer complaints?

Customer complaints refer to when a business is not able to satisfy and meet up to the customer's
expectations in terms of the product or services. The vital aspect of every business is its customers
and to succeed, businesses need to improve/develop their service or products to gain more
customer’s. And the best way to develop and improve its service and products is to understand why
your customer is unsatisfied with the product/service by talking less and listening more to
understand and solve the root of the problem.

A customer complaint is used to emphasise a problem that is related to the businesses service,
product, employee, or internal processes. Listening to customers complaints can help the business
investigate and improve their product/services to avoid future complaints and maintain
complimentary reviews.

How do businesses solve customer complaints?

You first must analyse all customer feedback: A list of all customer complaints related to the
business's product/service. Analyse every feedback to identify any specific review that contains
remarkable detail and could potentially contain information that can help the business improve its
products and increase their sales.

You then must categorise each customer feedback that is like one another: Groups of feedback that
are related to one another and could provide a large picture on how customers view your business
and can help identify less noticeable elements in the business's operations.

Identify the root causes: Customer feedback is used by the business to understand what is
motivating customer loyalty by analysing the root causes that makes the customers unsatisfied with
the business's product/service. To achieve this, it is necessary for the business to have established a
management system that helps qualify feedback and search through enormous amounts of data that
might contain the root cause.

Determine a plan of action: Once the business has received the results of the feedback, it will be
time to set up an effective plan of action to address the issues and explain if the solution can solve
the problem.

Alert the right team within the business that is suitable to solve the issue: After collecting all the
feedback, it is important to share it with the businesses customer service team to resolve the issue
and notify unhappy customers immediately that the issue has been will/has been resolved.

What are several types of customers complaints?

According to data gathered by the university of Florida, there are five types of customers complaints
which are:

A modest customer – A customer who avoids submitting a complaint about a business, and contacts
customer services to help address the situation and think of a solution to help solve it. The service

,can accomplish this by having a positive body language because it will show how customers would
react to what you're saying to them e.g., good body posture to show that you are confident which
will convince customers to trust your solutions, tone of voice must be taking into consideration to
make customers at ease and assured when talking to you, always smile to give the impression that
you are willing to help and maintain eye contact to show interest in the customer.

Aggressive customer – A customer who is unreasonable and will express any complaints loudly, using
personal insults and may make threatening gestures. A organisation would address the problem in a
calm and unthreatening way towards the customer to show that they understand the problem and
are determined to solve it as soon as possible. This will help deescalate the situation making sure
that no one gets injured in the process and will resolve the incident quickly, this shows that the
businesses service always put customers first as a priority (by solving the situation) because they are
what make a business successful.

 Imprudent customers - An imprudent customer is used to complain in a reasonable manner,
so it is advisable to listen respectfully, acknowledge the existing problem, understand the
details of the situation, and resolve the issue as quickly as possible.
 Swindle customers - An organisation should respond objectively in case of the swindle
customer because they often look for a handout instead of searching for an answer or
satisfactory support experience. If the customer repetitively and constantly says the
provided solution is not satisfactory, then use accurate quantified data to back up your
response.
 Constant Grouch customers - The constant grouch customer can never be happy and
continuously reports issues. So, in this kind of a situation, an organisation should listen to
them respectfully, then provide an honest effort to correct the situation.

Businesses like Premier Inn have dealt with all sorts of customers complaints, however, that does
not mean that they are not willing to solve them, they strive to deal with issues as soon as possible
depending on what it is by making an agreement between the customer and the business to fully
compensate their customers or offer free breakfast and dinner as some sort of consideration to
refrain customers from leaving the business.

They usually have several policies complaints that are every common:

Noise complaint: If there is a noise complaint between 10 pm-7 am then the business will invoke the
goodnight guarantee (where customers are fully compensated for their stay at Premier Inn).

Lack of Hygiene: Premier Inn regularly does room inspections to maintain good hygiene and mitigate
any issues that may arise.

If any complaint cannot be dealt with by their customer service or by the operation manager, there
are people with more authority (Guest relations) who are able to help resolve the issue and can deal
with serious complaints by phone, social media or in person.

They normally communicate with customers with their website, updating notices and information to
keep customers informed about the business and any issues that may affect the quality of the
service. e.g. “We’re so excited to be welcoming you back to stay with us once again. With so many
guests returning, and with our additional Premier Inn Clean Protect hygiene measures in place, it
may take a little longer than usual to get your room ready for you – just know that we are working as
fast as we can. Thank you for being patient with us if we’re running a little late.”

Contact centres

, A contact centre is a centralised office that is used for transmitting and receiving a large volume of
enquiries regarding complaints about the businesses product/service made by customers. Their
primary purpose is to provide customers with technical support and customer service. Contact
centres employs agents provide customer support to those who need it whenever it by email, calls,
voice mail and website support. Contact centres provides their services to customers preferred
channel.

Why is it important

Without contact centres customers would not be able to address their concerns or complaints that
can help improve the performance of the product and service. This will also affect the business sales
because customers would think that the business do not care about their opinions and concerns that
needs to be addressed, for their needs to be met. Contact centres help establish that connection
between the business and its customers, ensuring that their voices can be heard, and they are
treated with respect. This will prevent loyal customers from leaving the business for its competitors
because they care about customer's needs.

Office

An office worker is responsible for managing all types of communications between the business
stakeholders to ensure that they are comfortable and address their concerns. They are also
responsible for preparing the business financial statements, cheques and recording receipts and
arranging meetings for their executives and CEO (Chief Executive Officer) to communicate with their
stakeholders. Office workers also respond to invoices, customer emails and enter customers details
and personal information into their database to be used to send marketing messages to their email
address that will satisfy their needs.

Why is it important

Offices creates a work focused environment that helps employees get their work done easily, it
provides the tools and resources for employees to use to complete their tasks e.g., computer’s,
desks, etc. It allows employees to build a relationship with their co-workers and managers which
makes communication more efficient. This will motivate employees to collaborate with other
departments which will help them achieve the business goals.

Retail stores

Retail stores are responsible for ensuring all customer's needs are met by selling products that can
meet up to their expectations and their customer service are also responsible for dealing with
queries and complaints.

Why is it important

Retail stores allow customers to physically touch and inspect goods in person rather than relying on
online purchases that have limited uses. Employees working at a retail store helps build customers
loyalty by providing them with assistance whenever they need it, this also helps a business retain its
customers.

Tesco has a contact centre that is used to provide service for customers before and after the
purchasing of a product. The main purpose of customer service is to enhance the customer's
experience and improve their relationship with your brand, this can help the business retain
customers and grow the business. Customers can choose a variety of methods to contact Tesco’s
customer service e.g., call, website, email, social media and in person. This can allow customers to

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