Customer Service

Question 1

Features of Good Customer Care - Mission Statement

Answer 1

Outlines organisation’s main aim/goals and focus, explains how organisation will achieve its aims/goals, tends to be short and brief, provides direction for employees

Question 2

Features of Good Customer Care - Service Level Agreement

Answer 2

details what the organisation promises to do and what the customer should expect, may provide lead times, details appropriate call waiting times, outlines how complaints should be reported

Question 3

Features of Good Customer Care - Complaints Procedure

Answer 3

effective complaints procedure will result in: staff knowing how to respond to complaints, customers knowing who to contact, positive image for organistion, timeline of complaints procedure

Question 4

Features of Good Customer Care - Loyalty Scheme

Answer 4

details how organisation will retain customers. encourages repeat purchases, customers gain points, customers tell family/friends

Question 5

Benefits of Good Customer Care

Answer 5

promotes customer loyalty, good reputation, good reputation attracts more customers, increased morale amongst employees

Question 6

Consequences of Poor Customer Care

Answer 6

loss of customers to competitors, loss of competitive edge, negative reputation/image, low morale and higher complaints

Question 7

Desk Research

Answer 7

involving researching and analysing information that has already been gathered. sales figures, previous market research reports, social media and review websites

Question 8

Field Research

Answer 8

involving gathering brand new information suitable for the orgaisation’s exact needs

Question 9

Desk research Advantages

Answer 9

timely as its quick to gather, cost effective as it does not require anyone to be trained, available as it already exists

Question 10

Desk research Disadvantages

Answer 10

not objective as its collected and presented by someone else so could be biased, not appropriate as its not fit for the exact purpose and may need altered.

Question 11

Field Research Advantages

Answer 11

complete as it has no parts missing, timely as its up to date information, appropriate as its fit for the purpose its needed for, accurate as it should be correct as it can be validated

Question 12

Field Research Disadvantages

Answer 12

not cost effective as field information required trained and paid interviewers or expensive research companie

Question 13

Field Research Methods - Online Chat Facilities

Answer 13

allows a 2 way communication, can hold multiple conversations at once, permanent record is made, instant, customers can add additional media e.g. photos

Question 14

Field Research Methods - Mystery Shopper

Answer 14

a person who shops and experiences the service and gives feedback, anonymous, can be costly, only one persons experience

Question 15

Field Research Methods - Customer Focus Group

Answer 15

face to face meetings with customers, immediate feedback, wide range of responses, can be expensive, allows additional clarification to be given/asked

Question 16

Field Research Methods - Questionnaires (in store)

Answer 16

staff can ask for further details, easier to guarantee feedback, customers tend to not like being stopped, instant

Question 17

Field Research Methods - Questionnaires (online)

Answer 17

cheap, response rate can be low, online surveys are automatically collected and analysed which saves time, customers more likely to give honest feedback

Question 18

Field Research Methods - Questionnaires (telephone)

Answer 18

detailed responses can be given, large number of surveys questioned quickly, customers don’t like being disturbed at home with a call

Question 19

Field Research Methods - Suggestion Schemes

Answer 19

collect info directly from customers on how they feel about the service, helps identify areas for improvement, can remain anonymous, cheap

Question 20

Field Research Methods - Websites/forums

Answer 20

many company websites allow customers to leave reviews which other customers can see, open and transparent, positive reviews can lead to good reputation, negative can lead to bad publicity

Question 21

Field Research Methods - Social Media

Answer 21

opens up a 2 way dialogue between organisation and its customers, social media allows customers to make comments on posts, discussion enables business to gain feedback, customers are more open and honest