Ultimately, Amazon has set numerous policies, such as this one, to guarantee that Amazon
sellers are selling appropriate products that comply with the Product Safety Act in order to
safeguard consumers from damages or safety dangers which overall improves their
customer experience and service.
Unit 14 learning aim B
Investigate the methods used to improve customer service in a business
Monitoring and Evaluating Customer Service Provision
Businesses monitor data in order to make improvements to their customer service. They use
research and development tactics from customers to identify ways to make improvements
and monitor complaints in order to resolve them. The reason why businesses monitor data
is because they want to be able to solve customer complaints, improve efficiency and
experience of the customer when within their business environment in order to improve
customer retention and enable the building of long-term relationships with each, individual
customer to ultimately positively affect the business in way that increases the profitability of
the business .The way businesses monitor customer data is through primary and secondary
research. Primary research is when you, yourself gather the information. Essentially it's a
self-conducted research method. There are many methods in which primary research can be
carried out, for example, interviews, questionnaires/surveys, observation, and focus groups.
Secondary research is the data that is collected in which the information already exists or
the information that is gathered from someone else. There are many ways in which
secondary research is conducted: examples such as newsletters, banks, legal documents,
census data, websites and many more. Amazon monitors its customers through undertaking
mostly secondary research which entails utilising surveys. The way surveys are conducted by
amazon is through the use of their applications/website. Amazon has a whole section
dedicated to customer feedback, customers are able to fill surveys to enable amazon to
better understand customer behaviour and identify ways to improve their customer
experience when offering customer service. Not this, it enables amazon to examine and
solve customer complaints through customer feedback via surveys amazon conducts. Online
surveys provide Amazon with information on customers' experiences with their products
and services. They occasionally invite customers to take online surveys about their
experience with their service.
Customer Profile
A customer profile is a complete description of the business consumers based on
demographic data, geographic location, purchasing habits, income and other factors. The
reason why businesses collect all of this information is because it enables them to identify
the greatest consumers and target those who are similar to their business market with
, specialised and personalised marketing. By collecting information on the ideal customer,
businesses are able to identify the types of people who are most likely to engage with the
business and buy the products and services, customer profiles also help a business to refine
their marketing messages and improve their customer experience. Businesses collect data
on customer profiles to enable them to gain better understanding of their customers
through factors that describe them which can influence when purchasing decisions when
buying the business goods or services.
Data Gathering
Companies that use data can easily track negative complaints and respond to customer
problems. Plus, data from social media activity can provide huge insights into customer
concerns and enable the company to identify and fix customer service issues or problems
quickly and effectively. Businesses can collect data on the consumer’s age, ethnicity, and
demographics to ultimately gather information about the consumer habits to aid the
business to identify its target market and place strategies of the consumer data to improve
and enhance their business customer service. The data covers customer pain points,
interests, buying patterns, demographic data, and more. These details can help companies
understand how consumers engage with their brand and products, so they're able to
customise campaigns and provide personalised support. Data through customer profiling is
the process by which companies create customer profiles. The goal is to identify, describe,
and segment customers based on numerous characteristics and variables. Companies collect
data to help them to get a much better understanding of the way their consumers behave
online and IRL, define their overall demographics, and identify the ways in which the
business can improve the overall customer experience. Businesses often use ONS data to
determine their customer level of income, ethnicity and demographics through the
collection and help of office for national statistics
Types of customers
As we know that there are many different types of customers, these customers can
influence the identity of the consumer profile to aid business to monitor effective ways to
interact and offer good customer experience and services. The types of customers include
the demanding customer, the aggressive customer and the quiet customer. Not only that,
these customer types can also conclude to the drivers, the analytics, the expressive, and the
amiable. Amiable are customers who are more interested in doing business with persons
who satisfy their purchasing expectations. Their selection is influenced by how well the firm
manages to appreciate their interest in relationship-building as well as through meeting
their demand for the goods or services. Expressive customers are those types of customers
who want to make connections with staff members. They focus on building a relationship
with the business as well as individuals enacted with the business. A driver is a type of
