The final three P's

Question 1

What is the final three P’s?

Answer 1

• People
• Process
• Physical evidence.

Question 2

What do people refer to, as a business?

Answer 2

People refer to who is representing a business or a brand.

Question 3

What are the methods of people?

Answer 3

• Train staff well to deal with customers effectively.
• Regularly update staff on product/service developments.
• Ensure selection methods are rigorous and staff aren’t appointed on a ‘whim’.
• Monitor staff, e.g. by recording customer-service calls or sending mystery shoppers.
• Provide an effective after-sales service. This includes having helpful and friendly staff who make sure the customer stays satisfied with their purchase.

Question 4

What is the Justification of train staff well to deal with customers effectively?

Answer 4

This enables staff to be informed of the expectations of the business when dealing with customer, such as being polite and helpful.

Question 5

What is the Justification of regularly update staff on product/service developments?

Answer 5

This ensures staff appear knowledgeable and can assist customers.

Question 6

What is the Justification of ensure selection methods are rigorous and staff aren’t appointed on a ‘whim’?

Answer 6

This ensures the people employed are suitable to represent the business and its value.

Question 7

What is the Justification of monitor staff?

Answer 7

This ensures employees are representing the business appropriately and standards are maintained.

Question 8

What is the Justification of provide an effective after-sales service. This includes having helpful and friendly staff who make sure the customer stays satisfied with their purchase?

Answer 8

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.

Question 9

What does process refer to, as a business?

Answer 9

Process refers to how a customer receives a service. This could be the process they go through to book a holiday, obtain a bank loan or even just select and pay for goods in a shop.

Question 10

What are methods for process?

Answer 10

• Ensures that outlets and call centres are well staffed.
• Offer ‘live chat’ or ‘FAQ’ services on the business’s website.
• Empower customer-facing staff to make decisions.
• Regularly assess processes such as queues or ordering times.
• Introduce the latest technologies to improve processes.

Question 11

What is the justification for ensuring that outlets and call centres are well staffed?

Answer 11

This avoids customers having to queue for too long which can put them off returning.

Question 12

What is the justification for offering ‘live chat’ or ‘FAQ’ services on the business’s website?

Answer 12

This reduces the number of customer making queries either on the phone or in person.

Question 13

What is the justification for empowering customer-facing staff to make decisions?

Answer 13

This avoids further waiting as problems and queries do not need to be passed on to management.

Question 14

What is the justification for regularly assessing processes such as queues or ordering times?

Answer 14

This helps the business understand here problems lie and allows them to be addressed. Serpentine (zig zag) queues can be introduced to speed up waiting times.

Question 15

What is the justification for introducing the latest technologies to improve processes?

Answer 15

Technology is generally faster than humans and will speed up processes, e.g. self-checkouts in supermarkets and touchscreen ordering in McDonald’s.

Question 16

What does physical evidence refer to, as a business?

Answer 16

Physical evidence refers to what customers see that gives them clues about a business from the image it portrays.

Question 17

What are the methods of physical evidence?

Answer 17

• Premises and vehicles should be modern and clean.
• Settings should convey the type of ambiance to match the product or service on offer.
• Feedback and testimonials from previous customers should be promoted.
• The layout and design of websites should be carefully considered.

Question 18

What is the justification for premises and vehicles should be modern and clean?

Answer 18

This ensures that customers’ opinion of the business isn’t ruined by old-fashioned or dirty shops, reception areas or delivery vans.

Question 19

What is the justification for settings should convey the type of ambiance to match the product or service on offer?

Answer 19

This ensures that customers feel that their needs are recognised even before they purchase a good or service.

Example: The stylish and relaxing setting of an upmarket hair salon compared to a fun and colourful setting of a theme park.

Question 20

What is the justification for the layout and design of websites should be carefully considered?

Answer 20

The website should convey to the customer the type of business it is. Careful consideration should be given to colour schemes, fonts, and images. If they reflect the business ell the website will appeal to the target market.

Question 20

What is the justification for feedback and testimonials from previous customers should be promoted?

Answer 20

This provides reference materials for new customers which is especially important when purchasing a service as it can’t be tried beforehand.