Answer to a complaint letter

Mr Senel Mehmed
Manager of Complain In Department
Currys
PO BOX 1684
Sheffield
S2 5YA

Ms T. Kochankova
06 Lordship Lane
Tottenham
N17 0LL

29^th June 2013
Reference Number: 128937

Dear Ms Tsvetelina

RE: Answer to your complaint letter

I am writing to you regarding the letter of complaint that you sent to us on 25^th June 2013. Firstly we are sorry that the products did not meet your expectations.

As you stated on your letter you bought the TV and returned as faulty on 15^th June 2013. The Operation department replaced it with a new one, but unfortunately that one was also faulty, which you then you returned back to us the next day.

We apologise for the problems you have experienced with our products. This case was passed on to our Complaints Departments and after an investigation we found that there was a fault with that particular model of TV.

As a gesture of a good will, I am enclosing a full refund with a £15 voucher that can be spent in any of our products in any of our stores.

Thank you for your patience and we are sorry for any inconvenience that this has caused, if you have any queries please do not hesitate to contact us at the address above the letter

 

Yours Sincerely,

Senel Mehmed

Unit 10 - Personal Selling In Business

P1, P2, P3 M1 - Explain the job role of the sale staff and the techniques and knowledge they use

In this part of my assignment I will explain the role of sale staff, what are their job and what do they have to do in their workplace. I will write the skills needed to be a successful salesperson and what kind of techniques the sales staff use.

Job role of the sale staff

The sales staff can be seeing everywhere in different sale positions and in different companies/organisations. The main role of them is to make sale to the customers, and provide satisfactory services, by using different skills.The sale staff have a vital role in the organisations, because they are one of the most important members for the organisations in the community. They represent the organisations, they work for. They directly affect the revenue and profit of the companies/organisations.

If the sales assistant wish to be good at their job, they must be: Polite, friendly, smart salesperson, good behaviour and good manners, by doing that they will helpful for their self and for their organisation they work for.

The obvious job of the salesperson is to make sales. The sales can be different, they can be sale of goods, services and product surrounding.

• Goods: The goods are physical products, the salesperson needs to be well knowledge about the product they sell. The product can be, for example: TV, Phone, Jewellery and etc. 
• Services are the experience and benefits that the business provides. The customers buy services, not goods. Example: Car wash businesses, computer clubs and etc.
• Product Surround is the benefits and the features related to the products (example: brand name, reliability and availability. The salesperson will fit the product surround in the life style and needs of the buyer.

Effective sales staff will build a good relationship with the customer and will try to find out what exactly the customer is looking for. The customers can be different depending on the:

•  Price: Crucial for some of them, for some of them not.
•  Additional Benefits: They check what kind of benefits the organisation offering them, for example: Free Credit, Guarantee, Free delivery, Free fitting (like gas bottles) and etc.
• Specific Requirements: Colour, size, capacity and etc.
• Availability - Important for people which have need a product/service ASAP
• Features and performance - Usually affect the client
•  Appearance: Before offering a product to the customer, the salesperson need try to understand what are the expectations of the customer, by assessing their appearance.

 Other job roles of the sales staff:

• Provide Information - The sale staff have to be able to explain the features/benefits of the product/services in the simple way that the customer will understood clearly. When the sale assistant explains the features, they must not tell too much information because that will confuse the buyer if there are 2 or more products.
• Developing Customer Care - That means to take care of the customer once he is in the store to the moment when he leave or wish to be left. The sale assistants need to try to make the customer to feel like a special. Businesses gets the reputation for a good quality services and that helps to makes the customer loyal to them.
• Get Feedback if it's possible - That is very important point for the customer and for the company, because that helps to the company to improve/develop their services.
• First Point Contact - Always when a customer enters into the shop/branch is important the sale assistant to make a good impression, that makes the customer feel better. The best way to do that is to look at the customer and show them little smile with a simple questions "How are you sir/madam, How can I help you" and etc.
• Represent the organisation - Customers care how the sale assistants helps them, for them is important that the assistant will make first impression. The salesperson represent the organisation they work for, if the customer is satisfied they will come back to the store for a help from the assistants. Everything depends on the sales assistant how represent the company.
• Match the needs of the customers (goods/services) - This is the important part of the sale staff, this is where the skills are needed.
• Promote the product - The sale assistant needs to explain the features and benefits of a product to the customer. The hardest thing for that kind of employees is to sell a service/product that they don't like, because if it's something they like, they will enjoy the promoting.

All these are important point for the sale staff, that helps to them to have a knowledge about how to increase sales, customer loyalty and the important thing is that will increase the profit of the company. The more sales from the staff will be seen in the system and will help them to achieve their goals, that they have.

What techniques the sales staff use and what kind of knowledge they own

In this part of my assignment I will explain what kind of techniques the sales assistants use at their work place.

There are few different techniques that the sales assistants can use and they are:

• Cold calling (Random customers) - This is kind of telemarketing, because the word "cold" in that term means the customer just gets random call/e-mail or in different social way. They would not expect that kind of call, or wished to get a call like that.
• Face-to-face - Is one to one selling, when the client is face to face with the seller, in that kind of situations the seller tries to sell a new product or get feedback for a product they already bought.
• Drop in visits - These type of sellers are really good in communication skills (that helps to manipulate the clients), because they go straight away to small shops or to the houses and try to sell something. They are ready to demonstrate to the client, how the products work.
• Telemarketing - That method is used from the sales staff to convince the customer to buy the product/service that they show. Further more, this method is used even on the TV by bigger organisations which can afford the price. This method is often used from different business to contact the clients by phone, that usually happens from a call centre. It can be inwards or outwards.

- Inward call - Staff respond/answer a call from a client, when the client has seen the advertisement or special promotion.
- Outward - Staff make a call to the customers to make a sell of product/service
Knowledge and skills

Not everyone can be a good salesperson, because that needs some skills that not everyone have. To be a good enough sales staff you will need to enjoy working with people, to have a good communication skills like speaking and listening, because that skills help to manipulate the customers and its not bad to look good looking person, because some customers prefer to go next to that kind of sales person. If you decide to be a good salesperson you will have a target that you will need to reach. You have to be a confident person. not shy because you will struggle in one place and that can cost to you your job. "Personal selling g in retailing is essentially of the customer's needs and wants with the retailer's merchandise and services. In general, the more skillfully this match is made the better the person selling."

There are few main skills and knowledge that are needed by salesperson to make this match effectively:

• The good salesperson needs to have a good knowledge about the product/service that the retailer offers. They need to be able to demonstrate how the product works if the customer wishes
• When the sales person get a chance to make a up-sell (Offer profitable model to increase the sale price) or cross-sale (Suggest products that they are related with the product that the customer buys) , they have to try to use it, that is useful for them and for the organisation
• The sales assistants need to have the ability to make the customer confident for the goods/service that is offered to them, that can satisfy their needs better than their competitors goods/services
• They have to be confident about their own skills, hard-workers and flexible
• They need to have good habits like:
  -  Be always positive to any customer-  Do not say ‘Can I help you’ because the customer can easily say ‘no’. Try ‘Good morning/afternoon’ and smile
- Try to understand the customer is serious or just "killing some time"
-  Listen to the customer and responder to the customer-  People doesn't like complications, try to explain the things as simplest as you can
-  Try to add (sell) some related items to the product that they buy
-  Having a second plan
-  Offer them to give some feedback
-  Know the time when you have to leave the customer
-  Do not make promises that cannot be kept-  Keep up to date on product and service information

• Closing the sale - You need to make sure when you close the sale the customers have no more quarries and they are happy when they leave the store
• Developing a relationship with a customer- Try to have some friendly relationship with the customers, give them a reason to believe you and next time will come back to you for your help

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P4 -  prepare to make personal sales - ROLE PLAY
P5 - use selling skills and processes to make sales - ROLE PLAY
D1 - demonstrate confident use of personal selling skills when making sales - ROLE PLAY
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M2 - Compare the selling skills and processes used in different situations

M2 - In this part of my assignment I will compare the skills and processes used in two different organisations. I will do that task in table, because will be easier for the people to compare these organisations chosen from me. The organisations that I have chosen are H&M and Currys

H&M	CURRYS
This organisation is selling clothes for the people around the world and it’s one of the most popular companies in The UK. In Spain it’s ranked the 2nd largest global clothing retailer, and leads over third largest global clothing retailer in US. They are famous with their quality of the products, size and different product that they offer. The company is founded in Sweden and they have stores over 43 countries.	This organisation is selling electronic goods that need for every house. They offer products like white furnishes, PC, garden tools and etc. They are large size organisation in The UK and popular with the large range of products from A to Z. They become bigger organisation by joining to PC World, now these 2 organisations are working as one. The company is founded in The UK and have stores only in UK and Ireland.
H&M works with different employees. In one store can be found few different employees in different positions, they are sales assistants as well but some are cashiers some are around the store and make the order in the work place. If you need a help about anything, they will help you to find out, all of them are knowledge about the products they sale but they just help you to find out what do you need, they close the sale by sending the customers to the cashiers to make a payment. In this organisation they do not offer insurance or anything like that, because they sell clothes and the customers don’t pay lots of money to expect insurance for the products.	Currys works in the simple way, once the customer is in the store the procedure starts. One of the experienced sale persons tries to deal with the customer by asking “how they can help them” and find out what the customer needs, they explain properly the benefits and describe the product if the customers wants so. Once the customer decides what to buy, they go straight away to cashier to close the sale, but they take offer products that they are related to the products and offer insurance and for that they take some personal details of the customers, details like address, names, contact number/e-mail.
In this organisation have no need of qualified staff, because the products are not complicated to understand, there are only specifications for the products. They do staff training for only 1-3 days, by doing that they help the new members of the staff to understand with what they deal with.	In companies like these, all of the members of the staff must be knowledgeable about technologies and will need some IT skills. That’s why this position is not for everyone, they do staff training for a few days to make the new staff more able to be helpful in any position in the store. Whenever a new popular product comes out, they have short meetings to make sure that everyone understands the benefits of the product.
H&M staff needs to use communication skills, working in a team, knowledge about materials.	Currys need to use communication skills, be able to work in a team, maths skills. Knowledge about the goods to be able to  demonstrate how they work and some IT skills
They make exchange/refunds for the product if the customer has not made any damages to the product, but H&M policy is not allowing them to make cash refund, they do it by giving a H&M vouchers. The customers can use the vouchers in the store of H&M or one of their branches. All the customers must show original proof for the item that they want to return (receipt, delivery note or bank statement). The only time the customer have no right to return the item is when the item is “Underwear or similar clothes”. They do not charge for the standard deliveries, but if you want the products earlier than the time the standard delivery offers you, you will need to pay for it.	Currys make refunds, but they accept refunds only if the item is bought less than 21 days and have no damage has made to the product. The customer can return or call them for the return and they will get full refund plus the delivery costs or exchange. In their website says: “Exchange/Refund: We will then give you an exchange or full refund plus any delivery charged paid. However, we do have the right to retain any charge paid services which have already begun or have been completed”.  All the customers must show original proof for the item that they want to return (receipt, delivery note or bank statement). There are different deliveries, depend on the time you want the product. Have free and paid ones.

 






























D2 - Evaluation of my Role play

In this part of my assignment I will evaluate my Role Play that I did for my course work. My Role Play was about being a sale person in a company and I choose to be a sale assistant in Currys. I was prepared to do 3 different scenarios, but I did only 2 of them.

My Role Play: For my role play I chose to be a sales assistant from Currys. As a sales person I prepared myself to sell televisions. I created 3 different scenarios, "Responding to customer's call", "Same customer comes to the store" and "Customer comes back to buy related product/service". My customer was a friend from Business Level 3, he pretended that he was a random customer and dealing  with random sales assistant (me). We did not do any rehearsal together, most of the time in the Role Play we were improvising.

Senario 1: Respond to customer’s call

What went well and bad – In this part of my role play I was nervous, because my accent is not perfect and sometimes people can’t understand what exactly I am saying to them. The official talks like that I am not confident in myself. The goods thing is that I did my best talk over the phone and even my teacher was surprised about that. I am not used to talking in front of a camera and that’s why I was a little nervous, but with more practice I believe I will not have that kind of problems anymore.

I did a practice with a friend over a phone, but obviously was not enough and that’s why I will practise that again and again till I get better in this.
I did some researches about the products that I offered in my Role Play.

Scenario 2: Dealing with a customer in the store

What went well and bad – In this part of my role play I was quite good, because I am used to dealing with people face to face. That type of talk is better for me, because I can use my body language, as the customers do and allows us to understand each other better. I think I didn’t have any problems in that scenario and there is nothing to improve as sale staff when I talk face to face.

I had not practised it with anyone, because I have enough experience with that kind of dealings. I usually act as interpreter and I deal with the staff and I see what exactly they do, how they react and how they think. If I have to go in a similar store for second time I always try to find someone who will be honest with me, that’s why in my videos I try to be an honest person as well.

Scenario 3: Deal with customer that comes back to buy service/product

I didn’t do my 3^rd scenario because my tutor, who was recording me as sales assistant in my 2^nd scenario said that I  my work more than sufficient and met all the criteria that were required. That’s why I didn’t need to do my 3^rd scenario as Sales Staff in store again face to face with a customer that comes back to buy some related product/service that I offered them in my 2^nd scenario.

____
I used some communications skills, like speaking/listening and body language. Some maths skills and all of the time I let the customer to trust me by being honest with them.

As total result I think I was successful in my Role Play in both of the scenarios. I met all the customer’s requirements and made them happy that they visit the store that I am working in.

From all of these scenarios I learned how to deal with a customer, I get experience as sales assistant.

Unit 11 - Customer Relations in Business

P1 - Describe three different types of customers and their needs and expectations

In this part of my assignment, all the students from the class will work in group of 3.We need to pick up an existing business and chose 3 different type of customers that visit the business. We have to write they expectations of the business and what do they need. We have chose McDonald's to write about and the customers are "Disabled people, Adults with Children and Businessmen).

McDonald's is a private company and can be franchised as well, McDonald's is all around the world but the Franchised McDonald's are not needed to be same like the orginals ones, they might be with less benefits for the customers.

McDonald's

Disabled people

Needs:

• Toilets for disabled people
• Ramp
• Clean chair/table/toilet

Expectations:

• Special chairs and tables
• Automatic doors (open/close button out and in the place)

Adults with children

Needs:

• Chairs for babies
• Clean place

Expectations:

• Changing room for babies
• Kids menu
• Play area
• Music

Businessmen

Needs:

•  Toilets
• Clean chair and tables

Expectations:

• Comfortable chairs and tables
• Wi-Fi
• Quite place
• Relaxible music

P2 - Benefits of good customer services for the organisation and the customer

In this part of my assignment I will write about the benefits of good customer services in a selected organisation and benefits of good services for the customers.

The organisations benefit from providing excellent customer services to their clients. Mostly the private business benefit from the good services, because as much good services they have they will not need to spend lots of amounts to advertise their business. The main advertising way and cheaper way for them is to do by word of mouth recommendations from the customers. If an organisation have poor quality in their customer services that will affect the reputations of the business in the bad way.

As good is the organisation, the employees are better because the have (better workplace) high standards and treats, well experienced employees, motivated staff and happier customers that have dealt with them before. The customers are benefiting from that as well, because they can receive better quality of customer services, that makes the customers to feel important for them and valued by the organisation. Every customer wish to have a smile on their face on the end of the work with the organisation, this is same for the employees.

The organisation that I chose is The college of North East London. The college tries to provide good services to the customers/students because they get affected in few ways. The main job of the college is to provide services, not to make a profit. As good services they have, the size of the of the students will increase because the reputation of the college, that's why they try to satisfy all the needs of the students because this is essential advertising for the business. If the a student feels good in the college he/she is, they are more likely to recommend it to a friends/family, that also covers the reputation.
If the customer services is good, they receive 'smiles'/appreciate from the students. That helps to the make a relationship between the customers and the employees.


P4, M3 - In this part of assignment I will explain what contributes to consistent and reliable customer services and I will analyse the importance of customer services of different businesses

All type of customers wish same things from the customer services, to be able to trust/rely them. All the staff needs to be trained very well from the organisation they work for. If the consistent and reliable customer services are not trained well, the internal customer will not be satisfied as they expected like and that will make the business to lose sales (money). Most of the organisations provide different type of training to ensure that the staff work for the organisation is prepared for any situations which they will deal with different customers.
Scope of the job role:
The staff must know their allowance like what they are allow to do and what not, when have a issue that they can't resolve they must refer to their supervisor. They must know what are their responsibilities, limits at workplace and must not make any promises to the customers. Their main job is to help to the customers.
Knowledge of product/service:
The staff must know the details of the product/service and provide them to the customer, may advice them with the best option cover their needs and they must know where to find all the information about the product/service.
Staff and behaviour:
This is really important point for the customers, staff and the organisation because the staff is the face of the organisations, if the staff is with good habits, good behaviour and smily that will be good point for the organisation and the customer. All the time the staff must be positive person, and be professionally to the customer.
Timing:
This is one of the key points for the customers, because customers wants something to happen quickly and clearly. They don't like to wait and that can make them to be upset. The staff must know when they have meetings/appointments in the workplace and do not be late for them. After dealing with customer, don't forget to call them back if you promised because that always can make the things worst.
Accessibility/availabilty:
Problems usually happens because availability of the product, especially when a customer is looking for exatly product they want and don't have the product in the store, the staff must find out do have the product in other store near to that one they work in or offer to the customer similar product.

Customer satisfaction:


The customers are satisfied when they receive the service they expected before, this is important for the organisation because by doing that they get the customers loyalty.

The organisations I chose to talk about the importance of the customer services are Primark and British Red

Both of the organisations have one target, to ensure that the customers are happy and satisfied well. Primark's customer services needs to find out what the customers want from them. Fox example if the client wish to have a T-shirt with certain colour and size the staff must bring them this product (If they have the product in the store) which meets their requirements. British Red Cross is completely different situation than Primark, because this is non profitable organisation and their customers are not normal everyday customers to buy product or services. The customers that they have are the people in need of help, help for water, food, home or anything similar. That organisation is none government one, that's why they don't make any profit, the income they make goes straight away for a help for other people, the donations they get are spending in purpose to help the humanity. That's why the customers are not everyday customers and most of the employees there are not normal employees as well, because they are volunteers which work for free just to help to the people. That's why British Red Cross don't have customers services, the volunteers try their best to help them in every possible way.British Red Cross's staff role is to make sure the people who need their helps get the right help, all the money that the organisation gets are for to make some good changed in the world.

In every store of Primark have a place called "customer services" which will help you with return unwanted/faulty product and get exchange with other product or refund your money back. If the product is electrical, they will send it straight away to repair team. As good customer services they have few different ways to contact them, by the web site, store visit (best) or contact them over the phone. The best way to contact them is in the store because they always have available staff around the store.
All the members of the staff need to be with good knowledge about the products and services they offer in their working area as the high standard needs to be. For example a member of the the sale assistants must know where the products are, price, and other specifications.

In both of the organisations the staff have hard mental job to work in under pressure and don't have to be rude at all with the customers. If there have more complicated situations that the normal staff can resolve, they must refer someone with higher position staff than their one.

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P5- Describe how customer service how can be monitored and evaluated, P6 - Outline how to make improvements to the customer service in an organisation could be made M4- explain how monitoring and evaluating can improve customer service for the organisation and the employee, D2 - Analyse how monitoring and evaluating can improve customer service for the customer, the organisation and the employee

In this part my assignment I will explain how customer service can be monitored and evaluated, how the customer services can improve and how improvements could be made. I will analyse how monitoring and evaluating can improve customer service for the customer, organisation and the employee

Businesses always monitor and evaluate their customer services to avoid the troubles and make improvements and make sure that they will be that good that there will have no need of improvements and it's in high standard services. By doing that they can see what else they can improve and have.
There are few ways to monitor customer services: All the businesses have their own ways to do their monitoring depending how large is the business. The cheapest and easiest way to do that is to take customer's feedback. In the feedback have couple of questions about the services, and before you leave the place, the staff always asks did everything was fine or did you have any problems. Usually that kind of questionnaire can be seen in the restaurants, superstores, even some of them include personal question or comment that the customers wants to ask/tell. There have staff feedback as well, to write some comments about the business they work for, has no matter is negative or positive.
There have mystery customers, which are employed from the organisation and they visit the store as random customer, they do that to the competitor's stores as well to see how do they work and after that compare the organisations. They do that with interest to buy something, but by this way they check the speed of the staff, attitude, quality of the finish result.
There are complaints and compliments letters to encouraged by many organisation as type of feedback. Obviously complaints letter are to complain about something that the customer didn't like in the organisation. Some of them write what can be done to solve that problem. If a similar letter comes few times to a place that means there have a real problem. Compliment letters are rarely seen because no one spend time of doing something which have no use for them, this letter is opposite of the complain letter.
Evaluating customer services
Building a good relationship with a customer is hard in any industry, but it's important part for the organisation because you give a reason to the customer to trust you and give their loyalty and then they are more likely to give feedback. By that building a relationship the employee can work better and serve better to the customer. In all situations the staff needs to try to cooperate with the customers, when comes up a problem they have to respond quickly by referring the manager's attention ASAP.
The size of the employees usually needs to be checked because if the employees are not with an organisation for a long time there must be something wrong with the organisation, this's why that can be checked by holding exit interviews to find out why they leave.
Record customer calls gives you an idea roughly how long time is spent on each phone call, and that allows them to see how the staff is prepared to talk on the phone and make them professional in that what they do on the phone.
Repeat customers prove their loyalty to the organisation, this can be checked easily by checking the customer accounts to find out reorder frequency.
The size of the new customers usually must be checked by checking the new customers accounts.
Level of compliments and complaints can be checked by the record, both of them should to be checked and understand is there threats for the company. Fox example if the complaints are more than compliments that's not good for the companies image.
Level of key products always needs to rise, that can be checked by turnover figures only

Nowadays most of the organisation are faced to a trouble, trouble that is not easy to solve out because they try to satisfy the needs of the customers. This is not an easy job for them because every day the expectation of the customers grow up. That makes all the organisations think twice about improvements and make their customer services better than before and better than the competitors customer services.

They can improve their customer services in few ways that comes to my mind and they are:

1. Add some criteria about the employment a new staff
2. Improve phone line system
3. Organise the staff in the stores
4. Ask the customers do they will like to give some feedback


1. The employers or the H.R. department must put some more criteria when they hire a employee. By asking qualification for customer services or something similar, by that the staff will already have some knowledge from their education. The other way for this is to train the staff not only few days, at least for a week or more and the employees will be trained better, more knowledge about dealing in more situations.
Once the employee is trained well, they should not have problems with dealing with different customers. By this only one member of the staff can deal with a customer from welcoming to the sending them from store satisfied if they have that option in the workplace.
If they don't select the staff more properly they can have troubles like complaint letters, arguments even court situations, even if they don't select them properly the organisation must make sure that the trained member knows organisation targets and his position.
Example: Currys in Tottenham Hale have lots of South West Asian employees, from one hand is good because they are better in communication but the problem is there all they talk in the language that most of the customer doesn't understand and they feel strange for it. There should not be allowed always to use different language than English, it's alright when the customer have to talk in the same language or in the critical situations.

2. All customers hate waiting on the phone for long time, to that number of haters I am included. Most of the organisations now firstly make some advertisements or tell to the customers to go to the internet and instruct them. By my opinion this is wrong, because they might save some money from advertising but they lose many customers because the customers just get missed off and hang up the phone. Always the customers receive answers like "Our customer services are busy at the moment, please wait or call us later again" or similar answers. This is annoying for them, that can be in different way like HM REVENUE AND CUSTOMES and NHS do. Firstly they explain you your options after that if they are busy they tell you to wait and tell your queue number in the line, by that the customers know to wait for to hang up and makes them to feel better. In some of organisations they have interpreters to make sure that the customer understand them if they don't speak the official language of the country or some of staff in some organisation know few language and that is good for the organisation, because if another staff can't deal with a customer, they can deal with them.

My advice and example: Stop advertising on the phone because the customers get annoyed of that, might save money but can be negative for the organisation.
Simplify the options over the phone, not complicated it like in Virgin Media. What they do in Virgin media do is gives you 4-5 options, after that when you chose an option they give you again 4-5 options, then make you to wait 15-20 mins on the phone. The other thing they do is they want a reference number from customers, not always the customers are prepared for that kind of complications. All these things makes Virgin Media lose some customers or make the customers to go to their store to ask for a help. Better learn from the mistake that Virgin Media do and do no not to the same mistake.
It's really good things is to add queue numbers option for the customers. That makes them to feel more secure that someone will answer their phone call and will get the answers they want.

3. Organising the staff in a store can be useful, because in some stores they have few staffs working in the same area instead one or two. If one or two employees are busy with other customers and 3rd customer have option to go to talk to 3rd one or wait less. Some organisation customer services are horrible because their staff tells you to wait in the store and tell you that someone will come to see them. I have wait like that 15-20 mins when I wanted to buy a TV and I just went to another store which is around, by telling to wait I lost my time and they lost roughly £500 because their customer services. That's why is better to bring the customer to another staff who is not busy or bring them to the customer services centre to make them to feel important for the organisation.

Example: Apple do a wonderful job by using 3,4 more staff when is not necessary to do that. By doing that for a member of the staff comes like 1,2 customers instead 4,5. That save time for the customer and for the employee, all of the employees there have tablets with them ready to use it to help to the customer. That helps to the staff do no memorise all what they need to know, it's fair enough to know where to find the information.

By reading this task and examples, try to do not do the same mistake and take same ideas from these organisations.


When the monitoring and evaluating improve customer services that affect many things, like the organisation, customers and the employee.

The organisation could provide better comfortable place to work and the staff will feel less stressed, comfortable and their work will improve. The organisation should try to find out what are the needs of the staff, by asking them to fill some questionnaire/survey, in the other side the customer will feel well treated when the staff is confident. Improvements in the customer services benefit the organisation in many different ways, it gives to the organisation better image, encourage new customers, the compliment letter will be more than complaints letters about the customer service.

There are plenty of companies that improve their customer service by using monitoring and evaluating over the internet when they ask for comment, ranking, ask their opinion for improvement. Example:  Ebay has done good movement, they ask their customers for leaving a comment and ranking an item after buying it, it's easy when is online and is cheaper. That allows the organisation to see where have a problem and give information about the product and the seller.

I will write about some benefits to Sainsburys of monitoring and evaluating it's customer services. This is one of the biggest organisations in London, their reputation is very large and they will not let someone to make them to have bad image, that's why they have different ways of communications systems (e-mail, letter, phone) to respond to a complaint from a customer. Sainsburys's customers are important for them and that's they are ready to listen the customer need and expectations. That's why they have a survey next to the exit to  give a chance to their customers to write their opinion down. The company make question times in the stores to make an informal talks with the customers to understand they view point, and they let the staff to use the method that they would like to use to communicate with the customers.

The best way of taking a feedback is to make survey, because this is the most effective way. Asking to fill out survey that will not the time of the customer and is easy to analyse. The other good way is to ask the staff for feedback because they deal with many different type of customers each day at work, doesn't matter the questions will be closed or open, but its better to be closed (easy to analyse). These are the ways how to help to improve the customer services. The survey not only should to be read, they must be applied if they are sensible and good. When the customer services is improved, it helps to the organisation by the happy customers, allows the staff work easily and make the customer satisfied and match their need and expectations

M1 How the customers' needs and expectations can differ.

In this part of my assignment I will explain how the customer's needs and expectation can differ. I will explain what kind of customers have and what are their expectation and needs, and I will give some examples

Effective customer service includes satisfying customer needs, so the first step is to find out what are these expectations and needs. Depending on the different kinds of customers their needs and expectations can differ.

There are different customers, customers which are looking for different options of a product/service. They decide carefully what do buy by thinking about the price, quality, features, specifications like colour, size and etc., not many customers buy something randomly, because they want to be satisfy of their chose.

The expectations of the customer can differ, because if a family go to cinema they will look for a movie which is more suitable for them like comedy, romantic, but if a teenagers go to the cinema they will prefer some movie with more adrenaline, some movie that they can tell it to other friends, movies like action, comedy, fantastic and etc. In that way the needs of the customers can differ.

The usually thing that the businesses do is to create their business and target different kind of customer's with different needs and expectations. It's really important for the business to target different customers, because if it's only one type of customer, the other customers will leave and this will affect the income of the business. The organisations needs to have marketing strategy to pull the customers to their side, the organisations usually need to make research about the customer's need and expectation if they want to match these criteria.

Type of customers:

• New customers - If an organisation wants to catch the attention of a customer, they must make some smart advertisement. Make different discounts or promotions that will encourage the new customers to come.
• Existing customers - You don't have to impress the already existing customers like you do for the new customers, because if it's existing customer they more will care about the quality of the staff to be great.
• Private customers - This is type of customer that when this customer go to a selected organisation, selected employee deal with them like solicitors, hairdressers, driving teacher.
• Business customers - They expect everything to be done in the professional way, expect the best quality of the staff and services.

Age differences - Age difference of a customer can differ as well, some organisations think about specific age group customers because it's easier to deal with the needs of same age customers which are similar. Example: McDonald's biggest target is teenagers, because they are most likely people to prefer junk food, and the children as well that's why McDonald's offer kids menu.

Culture difference - Mostly that affect the food and drink industry because out there are many Muslim religion people which expect do have halal meat in restaurants, bars and etc.

Foreign customers - In the UK it's normal to find people that can't speak English at all or properly, when they are in a store they expect the staff to deal with them by talking in the simplest way like to use simple words, talk slowly and etc.

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p3 - Demonstrate presentation, communication and interpersonal skills in different customer service situations Role Play
m2 - Role play
d1- Role play
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