Customer service
From WikiTextbook
The level of customer service varies greatly from business to business. As we have previously mentioned, if a business does not offer good customer service it will lose revenue as its customers will no longer buy from it. Many businesses are making use of new technology to inform their customers of the level of customer satisfaction they can expect by displaying information on the internet, through a web site, and inviting e-mails from customers. In this section we will look at the different features of customer service, including:
- the products;
- staff;
- premises;
- delivery;
- after-sales care;
- additional services
Contents |
The Product
The first thing the customer wants is a wide choice of product, so that they can have a choice of what to buy. The features and the quality of the product will vary from business to business. Prices will also vary; some products are more expensive than others, because of different production methods, raw materials or special features.
Customers will also be interested in the safety of the product. Different products will have differing safety features. For example, cars can offer air bags and side impact protection, and some toys can be dangerous for young children. It is therefore important that products are labelled properly. The information about the product needs to be clearly presented and readily available. What are the ingredients, for example, of a chocolate bar. This can be extremely important for people with allergies. Picture of product with ‘this product contains nuts’ prominent
Packaging
Businesses will choose to package their goods in different ways. Some goods will be packaged in expensive and eye-catching ways and others will be packaged as cheaply as possible. The amount and clarity of information displayed on the packaging will also vary; the best packaging will have clear, detailed information about the product.
Staff
The level of customer service that staff offer is important to the customer. In some shops the staff will be helpful, smartly dressed and able to provide accurate information, whereas in others the staff may not be polite, or may know little about the products they are selling. Many businesses check regularly on their staff to keep them on their toes. Sometimes this is through observation by a senior member of staff; often it is through the use of a ‘mystery customer’ – who is actually working for the business!
Businesses may provide customer service through a free or cheap telephone call. With the increased use of call centres, businesses must employ and train people with good telephone communication skills if they want to offer high levels of customer service. The employee’s telephone manner and ability to manage a telephone conversation are both important.
Premises
The premises that the business operates in is another factor in customer service. People will be happier shopping in a clean environment with a wide range of facilities. Sainsbury’s superstores offer a wide range of facilities such as a pharmacy, restaurant, post box, cash machines and baby care. In addition to this Sainsbury’s offer services for groups who may have special needs such as the disabled and mothers with children. The store may offer parking spaces, special trolleys and shopping assistants to make shopping there easier.
Delivery
Many businesses offer a delivery service. If customers are to be kept satisfied the product ordered should be available and then delivered quickly. More customers are now using the internet to purchase goods. If delivery is slow and unreliable once an order is made, it is unlikely that the customer will make another purchase in the future.
After sales service
It is important the business does not forget about customers once they have bought the good or service, it is important the business offers after-sales care. This can include dealing with complaints, repairs and exchanging goods if the customer is not happy. Some products come with a guarantee, which promises to fix any problems that the product may have over a fixed period such as one or two years. Many businesses, especially electrical retailers, offer extended guarantees, however these have come under criticism as they are expensive.
Other features
Not all customers can afford to buy a good or service straight away. To help these customers many businesses offer a range of payment methods, for example, buy now pay in 12 months, 2 years interest free credit, 10% deposit now and pay the balance in 6 months. Offering these customer services will help the business to increase its sales and possible its profits.
