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P1 for UNIT 14 Describe the different approaches to customer service delivery in contrasting businesses. Distinction standard
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Adam El Masmoudi GarciaP1
Customer service is part of everyone’s job regardless of whether the business is in the private
or public sector, a sole trader or a large organisation. Satisfied customers are more likely to
continue taking their business back to the same company or individual, whether they are
buying a meal, a drink, etc. If customers are not happy and satisfied with the service they
receive, they will go to another organisation. Therefore it is vital for an organisation’s success
that their customers’ needs and expectations are met
A customer is someone who buys something, whether it is a magazine from WH Smith or a
train journey from Virginia Trains. This person therefore is a customer of a private sector
business where a product is sold for profit. Customer service is about relationships, it relates
to the assistance and advice provided by a business to those people who buy or use its
products or service. Without customers, there is no business.
Customers’ expectations are met through the staff who deals directly with them. These
include receptionists, shop assistants and delivery drivers. For example, if the ticket inspector
on the train is impolite to a customer, this will have a negative impact on the travelling
environment for the customer and therefore not meet their expectations.
An example would be sales assistants. Sales assistants need to be able to give customers
information about the products they want to buy. The purpose of an assistant is to sell
products so that the business makes a profit but customers might need information about the
product in order to make a decision. Information and specialist product knowledge might
include details such as the price and availability of products or, for example in certain stores
such as car dealerships or electrical goods stores, the specifications of the products they are
selling.
Businesses that are well known for providing superb customer service have several
characteristics in common:
- they understand what customer service really means
- they understand their customers and aim to fulfil their needs in every way
- every single person in the organisation wants to achieve this aim
Effective customer service involves satisfying customer needs, so the first step is to find out
what these are. All customers contact a business because they want something.
Some businesses never meet the customer face-to-face, for example those providing
information about utilities such as gas or electricity. They generally are over the phone or
online, perhaps through a comparison website.
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