3.4 Good customer services

Customer Service

The part of a business's activities that is concerned with meeting customers' needs as fully as possible

Methods of providing good customer service

1. Before the sale (product knowledge)

2. During the sale (customer engagement)

3. After the sale (post-sales service)

Before the Sale (Product Knowledge)

A key need for customers is to have accurate and complete information about the product that are considering buying.

During the Sale (customer engagement)

1. Adapting a product to meet the customer's exact needs;

2. Opening for longer hours and for selling products online;

3. Allowing customers to pay in different ways;

4. Ensuring the premises meet the needs of customers.

 After the Sale (post-sales service)

1. Delivering the product efficiently and making sure it is received safely;

2. Providing user training for the product;

3. Repairing or replacing the product as necessary.;

4. Carrying out servicing and maintenance of products.

Customer Engagement 

Occurs when the business puts the customers' requirements at the heart of its operations; can result in customers having a good experience with the business.

Post-sales service

Meeting customers' needs after they have purchased a product, for example by repairing or servicing the product.

Benefits of Good Service (All)

1. Increased spending by customers,

2. Greater customer loyalty,

3. Increased customer satisfaction,

4. Greater profits.

Dangers of Poor Customer Service (All)

1. Bad reputation → difficult for a business to attract new customers;

2. Customers may be dissatisfied and so buy from competitors;

3. Losing existing customers will reduce sales and revenue;

4. Profits may fall.

Advances in ICT and Customer Service (All)

1. Provide large amount of information about business and production.

2. Online store - customers can buy anytime from anywhere.

3. Contacting the business to ask questions or to make a review.

4. Customers can be informed of any problems