UNIT 4 : PRINCIPLES OF CUSTOMER SERVICE

BTEC Level 2 Awardin Business

Learning Aims

In this unit you will:

understand how businesses provide customer service• The meaning of customer service

demonstrate appropriate customer service skills in different situations.

The meaning of Customer service

Customer Service can be defined as:

“all the ways a business meets customer expectations to satisfy customers”.

This can include:Greeting customersHaving products and stock available to buyProviding information about products and servicesStaff completing sales, wrapping goods, assisting

customers etc.After sales support, such as a customer helpline.

Customer service…

What does customer service mean to you?

Think of some situations in which you have experienced either good or bad service.

What made you decide whether it was good or bad?

They could involve face-to-face contact e.g. in shops or restaurants.

Discuss your situation in pairs before giving feedback to the rest of the class. – 5 mins

Different Customer Service Roles in a business

Directly involved with the customer:

Indirectly involved with the customer:

ReceptionistsContact centre

workersShop assistantsDelivery drivers

CleanersGardenersengineers

Activity:

In groups of 3, identify 2 staff at school who are directly involved with the customer and 2 who are not. Then do the same for a hospital and a retail store.

Key Terms

Service Deliverer – A member of staff who delivers customer service.

Front-line customer service – Those people who are a customer's first point of contact with the business.

Face-to-face customer service – when the customer receives service in front of a member of staff.

Remote customer service – when a business offers customer service by telephone or online.

P1 + M1

You must create a booklet in Publisher that describes the different types of customer service provided by two selected businesses:

• SAGA and Sainsbury's.

Your booklet should be called ‘How is Customer Service provided by others and what can we learn from this?”

You should then make sure your booklet has each of the following sections:1. What is Customer Service? – Give a definition and explain it.2. How does SAGA deliver Customer Service? –

• Which job roles are directly involved with customers?• Which job roles are indirectly involved with the customer?• How do they carry out most of their customer service? – Face-to-face or remote?

3. How does Sainsbury’s deliver Customer Service? – • Which job roles are directly involved with customers?• Which job roles are indirectly involved with the customer?• How do they carry out most of their customer service? – Face-to-face or remote?(P1)

Use: www.saga.co.uk + www.sainsburys.co.uk to help you!

Then complete the table called “M1” on the shared area. You must say what is similar and what is different about Customer Service at both SAGA and Sainsbury’s. (M1)

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