Next you need to produce an Employee Guide of 400-600
words, which develops your work from Task 2a.
Using the Richer Sounds website
for and analyse how their advertisements/website help to promote an
ongoing relationship with the customer, and how they can be used to
support the company’s aims a...
‘As a business we have learnt the best way to maintain an ongoing relationship with the customer,
begins with asking the right questions. If customers are asked the correct question in the right
way, they are more likely to be themselves with you, talk freely and confidently.’
From this statement alone we are able to see that Richer Sounds have been asking the appropriate
questions to customers and have acquired a successful formula. Richer Sounds have taken many
steps to develop their relationship marketing and to strengthen bonds between customer and
business. The first step is as follows:
Observing other businesses
Richer Sounds 100% shareholder ‘Julian Richer’, undertakes the task of asking staff members about
their workplace and seeks to gain an honest response. He does this by visiting as a consultant and
asking “the right questions” to ensure the staff feel comfortable enough to speak freely and share
their honest opinions.
Identifying the problems within
They leak loads of information and often have often thought of solutions to problems the business
has and overall suggestions that can improve the business. Julian visited business owners who were
unsure of how to motivate their workers; the mental attitude the managers and owners had was,
‘you pay them, more do they want’.
Providing an analysis
He then goes on to state that money isn’t the only thing that motivates people and to believe so is a
very short-sighted attitude. Respect for the individual is something that has always been a guiding
principle for him as an employer; treating your staff better overall makes the business perform
better.
Short-term thinking
‘Many businesses now think that making profit is about cutting overheads and this is ridiculously
short-term thinking’. ‘To take this to the extreme – if you decide that your supermarket will only
have one of the thirty checkouts operating on a Saturday, you will be able to show a wonderful
profit that day. But you will not find many customers coming back after they have queued at the till
for six hours!’
Conclusion
Julian’s main focus is to create a respectable environment where the employees feel respected and
willing to work to their best and that overall the customers experience is at its best. The pivotal
focus certainly is on the staff and ensuring they’re comfortable; he shows this throughout by the way
he criticises the other businesses for being short-sighted by trying to maximise profits and not
motivate their staff.
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