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
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)
Needs:
- Chairs for babies
- Clean place
- Changing room for babies
- Kids menu
- Play area
- Music
Needs:
- Toilets
- Clean chair and tables
- Comfortable chairs and tables
- Wi-Fi
- Quite place
- Relaxible music
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.
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:
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 Playm2 - Role play
d1- Role play
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