Extended Marketing Mix- People Flashcards
What does people refer to?
The people element of the extended marketing mix refers to any member of staff who is in contact with the customers of a business.
Why are employees important?
Those employed by the business are essential to the image and reputation of a business, especially those that are customer facing, such as customer service assistants, receptionists and sales staff
Why are customers important to a business?
- to ensure repeat custom
- Because they are the people who buy the goods or services it provides
What happens if customers are not satisfied?
- then the business will not be able to sell its goods or services…
- therefore no profit will be made…
- …and the company may go out of business.
What does customer satisfaction rely on and who provides it?
- Customer satisfaction relies on good customer service.
- This is provided by the people who work for the organisation.
What are the Methods that are their to ensure the ‘people’ element of the marketing mix is successful?
-train staff will deal with customers effectively
- regularly update staff and product/service developments
- ensure selection methods are rigorous and Staff aren’t appointed on a ‘whim’
- monitor staff, eg by recording customer service calls or sending mystery shoppers
- provide an effective after-sales service. This includes having helpful and friendly staff to make sure the customer stays satisfied with their purchase
train staff will deal with customers effectively-justify
This enables staff to be informed of the expectations of the business when dealing with customers, such as being polite and helpful
Regularly update staff and product/service developments-justify
This ensure staff appear knowledgeable and can assist customers
Ensure selection methods are rigourous and staff aren’t appointed on a whim-justify
This insures the people employed are suitable to represent the business and its values
Moniter staff-justify
This insures employees are representing the business appropriately and standards are maintained
Provide an effective after sale services includes having helpful and friendly staff to make sure the customer stays satisfied with their purchase- justify
- effective after sales can ensure the customer returns to the business, for example to get a car serviced
- A good experience during the life of the product will also ensure the business is the first port of call when it comes to buying a new product
Recruitment and selection
There should be a thorough recruitment process to ensure the highest quality staff and correct number or employees are working for the company. This will ensure high standards of customer service are maintained.
