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Unit 29 - Understanding retailing P3 Explain how focusing on the customer, by providing good customer service, is essential to retailing

Name: Unit 29 - Understanding retailing P3 Explain how focusing on the customer, by providing good customer service, is essential to retailing
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Module
Unit 29 - Understanding Retailing

Institution
PEARSON (PEARSON)

Unit 29 - Understanding retailing P3 Explain how focusing on the customer, by providing good customer service, is essential to retailing

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is essential to retailing
business btec unit 29 p3
unit 29 understanding retailing
p3 explain how focusing on the customer
by providing good customer service

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Sadia Hussain Unit 29

Unit 29 - Customer service

Why focusing on a customer is important?
Internal and external customers and what the organisation does before, during and after a sale
‘’Having satisfied customers leads to increased revenue and increased brand awareness. Having satisfied
employees is the key contributor to a company’s success’’ In an organisation, there are internal customers
such as staff, managers, supervisors etc. The organisation has to make sure that they treat these staff
correctly. You need to make sure that your internal customers are happy because they are the one who
provide customer service, if they are not happy they will not give a good customer service to the external
customers. Who are the normal customers both including new and old customers, the external
customers also include the members of the public, individuals/groups and other businesses. It is
important to focus on external customers because they give the money in, you need to make them loyal
by fulfilling their needs and wants, you need to make them happy, satisfy them, because if you don’t
satisfy they will go to the competitors, and you will end up losing money. When providing a good
customers service, businesses have to ensure that they consider before, during and after the sale.
Customer satisfaction
Most organisations have done everything such as cut their prices, they cannot go any further, this is why
customer satisfaction is important than ever. Tesco for example will make sure that the store is clean, the
stock is organised, make sure that the staff are wearing the correct uniform, before the sale. A clean
store and uniform helps give Tesco a good image, the customers know that the store cares about keeping
a good image and will do anything to help them. By keeping the stock organised, it helps the customers
to find what they are looking for which will help satisfy them. During the sale, Tesco make sure the
customers feel welcome, interact with the customers, and answer any queries, any questions about the
products. For example, when the customers walk in, the employees interact with them and help them
find any products they are looking for. Tesco also makes sure that their internal customers such as the
employees are fully satisfied, for example by having a team leader for each team that answer any
questions the employees have.
After the sale, the sales staff at Tesco say thank you to the customer, the give the receipt in case the
customer wants to return the goods. ‘’We’d like you to be happy with everything you purchase from
Tesco. Should you change your mind about your purchase, please return the product with your proof of
purchase, within 30 days, and we’ll happily offer a replacement or refund.’’ This is Tesco’s return policy;
they only offer refunds or replacements if the product has been purchased within 30 days. ‘’If you find
that any of our products are faulty within 12 months from purchase, we guarantee you a full refund,
repair or replacement.’’ Tesco’s offer a full refund, repair service if the product has been found faulty
within 12 months. A lot of organisations ask you to give them your email address to send you an email,
asking how satisfied they are with a questionnaire, to keep customers satisfied they also have online
shopping where the goods delivered to your house. For example, Tesco’s have a little scanner that
customers can go around the store, self-scanners.
Customer information
Businesses collect information from the customer so they can supply the right products to the customers,
for example, Tesco have a loyalty card called club card ‘’Tesco Club card is the loyalty card of British
supermarket chain Tesco.’’ Which the customers can use to collect points on food, fashion and more in
store and also online. Tesco use the loyalty to also send and gather information from the customers.
Tesco also offer an app for their club card, to make it easier for the customers. The employees of Tesco
also have a loyalty card called the Colleague Club card, which they get 10% off from the products in Tesco
and also in other stores, and 20% off on F&F. Just like the customer club card, the employees can also
collect point using their card. Most organisations send out questionnaires to collect information, so they
can get feedback from the customers to make positive changes to the store and the products. Before a

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