Customer Service Flashcards
Features of Good Customer Care - Mission Statement
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
Features of Good Customer Care - Service Level Agreement
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
Features of Good Customer Care - Complaints Procedure
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
Features of Good Customer Care - Loyalty Scheme
details how organisation will retain customers. encourages repeat purchases, customers gain points, customers tell family/friends
Benefits of Good Customer Care
promotes customer loyalty, good reputation, good reputation attracts more customers, increased morale amongst employees
Consequences of Poor Customer Care
loss of customers to competitors, loss of competitive edge, negative reputation/image, low morale and higher complaints
Desk Research
involving researching and analysing information that has already been gathered. sales figures, previous market research reports, social media and review websites
Field Research
involving gathering brand new information suitable for the orgaisation’s exact needs
Desk research Advantages
timely as its quick to gather, cost effective as it does not require anyone to be trained, available as it already exists
Desk research Disadvantages
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.
Field Research Advantages
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
Field Research Disadvantages
not cost effective as field information required trained and paid interviewers or expensive research companie
Field Research Methods - Online Chat Facilities
allows a 2 way communication, can hold multiple conversations at once, permanent record is made, instant, customers can add additional media e.g. photos
Field Research Methods - Mystery Shopper
a person who shops and experiences the service and gives feedback, anonymous, can be costly, only one persons experience
Field Research Methods - Customer Focus Group
face to face meetings with customers, immediate feedback, wide range of responses, can be expensive, allows additional clarification to be given/asked
Field Research Methods - Questionnaires (in store)
staff can ask for further details, easier to guarantee feedback, customers tend to not like being stopped, instant
Field Research Methods - Questionnaires (online)
cheap, response rate can be low, online surveys are automatically collected and analysed which saves time, customers more likely to give honest feedback
Field Research Methods - Questionnaires (telephone)
detailed responses can be given, large number of surveys questioned quickly, customers don’t like being disturbed at home with a call
Field Research Methods - Suggestion Schemes
collect info directly from customers on how they feel about the service, helps identify areas for improvement, can remain anonymous, cheap
Field Research Methods - Websites/forums
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
Field Research Methods - Social Media
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
