Customer Care

Question 1

What are the features of customer care?

Answer 1

• customer service policies
• customer care statement/strategy: standards that customers should expect from an organisation
• service level agreement: (may include how the business will deliver promises, what they will do if they fail to deliver their promises and the responsibilities)
• complaints procedure: all complains should be logged and taken seriously, trained staff to deal with complaints, communicate result of complaint to customer asap

Question 2

What are the benefits of good customer care?

Answer 2

• high staff morale and motivation
• low staff turnover (not as many complaints so they will want to remain working there)
• satisfied customers (customer loyalty, repeat custom)
• good reputation
• Competitive edge in market place
• increased market share

Question 3

What are the consequences of bad customer care?

Answer 3

• demotivate staff and low staff morale
• dissatisfied customer who wont return (no recommendations to others)
• loss of competitive edge and market share
• very difficult to build reputation back up
• downfall of the organisation

Question 4

What are the methods of monitoring and evaluating customer care?

Answer 4

• Mystery shopper
• satisfaction surveys (questionnaires, interview customers, telephone survey, online surveys)
• customer focus groups
• loyalty cards
• market research (desk and field)
• quality management systems (responsibility of all staff)