This document is intended for students studying the BTEC Level 3 Extended Diploma and need help on their assignments in unit 14 - Investigating customer service. The grade received on this essay was D and students may use this to help with the structure and for notes.
Rituals customer service
I am going to explore customer service in Rituals , this one is located in Stratford, Westfield.
Customer service is the complete experience, from the second they enter a business. Good customer
service means providing services that will ensure they leave with a great impression. This is by listening,
understanding your customer's needs, thanking the customer and promoting a positive, helpful and
friendly environment.
Good customer service in Rituals is that they specialize tea and greet you when you enter which makes
them feel welcomed. They have assistance available if you need help. Having good customer service in
the shop will allow customers to behave better and be more likely to come back again. However if the
employees are rude they are most likely not to go back.
Providing good customer service requires teamwork. If a customer comes into the store or starts a
complaint about a certain aspect of the product or service, it may be necessary to liaise with another
member of the team.
All businesses have rules and procedures for staff to follow. They can be formal or informal. Without rules
employees don't know what they are required to do and tasks may be duplicated or overlooked and when
staff fail to follow rules there can be problems with customers and even potentially legal issues. For
example, in Rituals the workers must talk in a nice formal manner because if not it can result in fewer
customers, which translates into lower sales and profits. They are trained on product knowledge and the
store to make everything run smoothly and quickly. All the employees working in rituals have to make
sure their uniforms are neat and clean so they look professional because it represents the company.
Retail shops selling tangible goods
Here staff are selling tangible goods so need detailed product knowledge and effective selling skills.
Say a rep is giving a product demo and the customer has a question about a certain feature. Best case
scenario, the sales rep will be able to provide a quick but comprehensive response about the product's
functionality. For example in Rituals if a customer asks which one is the best seller and why, with more
product knowledge, you can confidently answer questions and say the pros and cons. Patience with the
customer and patiently answering all their questions and if needed repeat yourself. They need to make
sure they have good body language as it helps salespeople communicate with their customers, and
makes them seem more in control.
Offices
This is a more written and corresponding type of customer service as working in an office then there is
far less face to face contact with customers but you have to be a good listener as there won't be any body
language. The same rule applies when working in the store but there you will be serving customers and
doing written/ computer work. Instead, you may be with customers, online, by writing, electronically or
through the telephone customer contact.
, Contact centers
This covers call centers and helplines. It deals with customers queries through phone, email, social
media, text and mail. Call centers, the body language doesn't matter because they can't see you but you
have to be a good listener and clearly explain things. For example childline you call them, it's easier and
they are available any time, day or night. Active listening is essential for effective communication. It allows
for a better understanding of the customer needs and shows the workers willingness to help.
Hospitality industry
The employee has to listen to the customer complaints carefully and express their enthusiasm to help. It
ensures you gain loyal customers. Nandos are different from rituals because in rituals people usually
come in small groups of friends or individually whereas people come in large groups of family to nandos.
Difference between internal and external customers
Internal customers work in the same organization, rely on colleagues for prompt cooperation, they might
need assistance to deal with their own external customers effectively and they might need information on
customers or orders other colleagues have dealt with in the past.
However external customers are not part of the business, they might contact the business with an enquiry
and they can choose to go to other competitors if they are unhappy with service or product.
Examples of internal and external customers in Rituals.
Internal customers may include business owners, employees, subcontractors and suppliers.
External customers
External customers are people who are not directly connected to your organization. Someone who’s
purchasing your product.
Customers have high expectations in luxury stores. This is because they would want better service in high
end stores. For example Rituals is a high-end brand that offers a wide range of products,from skincare
and cosmetics to home fragrances and candles. External customers mean they are separate and outside
of your business. For example a woman looking for candles. Internal customers are people within your
organization who receive goods or services from another part of your business. For example in Rituals
the managers are the internal customer of the business because they are in charge of getting all the
stock.
Types of customers:
Demanding customers are not necessarily rude but have high expectations and want things done now
and quickly. You must remain polite and respectful even in the face of a disrespectful customer and
remain patient.
On the other hand some customers are shy or very quiet and it may be hard to establish what they are
after. So you will have to be friendly and welcoming. Ask once 'Can I help you?
Aggressive customers are very rude. People who start shouting are very rude to the staff and short
tempered. They might be aggressive when there is a long queue and there's a few people on the tills and
they will get late for something but as workers you can’t yell. You have to remain calm and respond
directly to questions and try to understand the aggressor's mood.
Passive aggressiveness isn't shouting but you are treating the employees badly but in a friendly way. The
last type of customer is quiet customers because they don't tell you what you want and you are unsure
whether to approach them or not. But it's still your job to find out what they want. They can cause
problems because they get mad if they don't get what they want and go home and write bad reviews.
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