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2.1 Customer Service Provision in Business
Unit 2: Developing Customer Relations
2.1 Customer Service Provision in Business
Unit 2: Developing Customer Relations
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Learning objectivesContents
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Teacher’s notes included in the Notes Page
Flash activity (these activities are not editable) Extension activity Web addresses
SoundPrintable activity
For more detailed instructions, see the Getting Started presentation
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Customer needs and expectations
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In this section, you will consider
what customer service involves.
Defining customer service
Identifying customer needs
and expectations
Responding to customer
needs and expectations
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Customer service
Can you think of any examples of organizations
that buy things from other organizations?
In this unit, the most important word is customer.
Do you know what a customer is?
You might think a customer is a
person who buys goods or services.
However, this is not always the case, as
organizations can be customers themselves.
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Definition of customer
We now know that customers can be either individuals or
organizations, and that in order to be a customer, it is not
essential to purchase the goods or services provided.
Customer: a person or
organization who uses a
product or service.
Therefore, what do you
think might be a better
definition of a customer?
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Customer service is an organization's ability to identify and
supply their customers' wants and needs.
The Institute of Customer Service (ICS) has a more complex,
but complete, definition of customer service:
Customer service
“Customer service is the sum total of what an organization
does to meet customer expectations and produce customer
satisfaction. Customer service generally involves service
teamwork and service partnerships. Although somebody
may take a leading part in delivering customer service, it
normally involves actions by a number of people in a team
or in several different organizations.”
What is the key feature of customer service
according to the ICS definition?
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Customer expectations
Customer expectations can be different depending upon
the situation they are in.
For each of the key words, suggest one type of
organization – or job role – it would be most
relevant to (e.g. police officers would need to
be alert during their job).
Polite
Patient
Intelligent
Confident
Competent
Charming
Humorous
Accurate
Respectful
Honest
Good-looking
Well-dressed
Informed
Enthusiastic
Reliable
Alert
Clean
Consider the following customer expectations again:
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Accuracy and reliability
Customers will expect to
be given accurate and
reliable information about
products and services.
Accurate means that
the information given is
true and correct.
Reliable means that the
information given is
honest and consistent.
Can you think of any times when you have been
given inaccurate or unreliable information?
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Providing information and advice
This information and advice may
come from a variety of sources,
not just from customer service staff.
Customer service is not just about selling products or services
to customers, it is also about ensuring that all their needs
are met.
This can involve providing
large amounts of information
and advice to assist the
customer in choosing the most
appropriate product or service.
What other sources of information or advice can
you think of in addition to customer service staff?
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by telephone
online
through printed material.
Assistance and help
Most businesses will have a Customer Service department
that customers can visit, not only to make complaints, but
also to gain assistance and help.
What examples of assistance or help can you
think of that customers might ask for?
As well as face-to-face,
assistance and help can
also be given in other
forms, including:
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Dealing with special needs
All customers are likely to have special needs, which
organizations must cater for. These needs may be related to:
circumstances – requiring a product or information before a
certain time or for a set purpose
personal requirements – needing a product or information
customized or adapted in a specific way
individual traits – requiring different products or information
because of beliefs, age, fashion preferences, etc.
disability – needing special help due to problems
with mobility or another impairment.
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Dealing with problems
Problems with customer service arise when a customer’s
needs and expectations have not been met.
This could be something simple, such as a customer being
unable to locate a particular product in a supermarket.
Alternatively, it could be something more
financially significant, such as a company
not being able to supply sufficient goods.
It could also be very serious, such as a company
selling potentially lethal products to customers.
Customer service staff must be trained to deal
with simpler problems and know their
employer’s procedures for passing on and
recording more complex problems.
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Organizational targets
Most organizations will set targets for different aspects of
business performance.
Customer service targets are
the targets set for those staff
dealing directly with customers.
In order to achieve the targets they set, organizations must
ensure they are specific and measurable.
Organizational targets (often
referred to as performance
indicators) are targets against
which staff performance can be
measured.
What sort of customer service-related targets
might organizations set for themselves?
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Organizational targets
Organizations are usually reluctant to publish details of
customer service targets or performance indicators.
Why do you think this might be?
However, most large
organizations will
publish details of their
customer service
policies and strategies
in their annual reports.
These are usually
available to download
from company websites.
