P1 – Describe three different types of customers and their needs and expectations Due: Weds 24 th March 2010

customer service A customer pays for a good or service “Customer service is the sum total of what an organisation does to meet customer expectations and produce customer satisfaction”. (source: ICS website)

Typical Customer Needs (their main requirements) To complain To request or order a product or service To obtain information To ask for advice To enquire about an order To change an order or request To report a problem To ask for assistance or help To return or exchange goods

Meeting customer needs – typical examples of how Menus, brochures, catalogues Staff with detailed product knowledge Large signs, product displays Floor staff, customer service staff Staff training Website Availability/Approachability of staff Security, Health & Safety procedures

Typical Customer expectations (what they expect to happen) Being treated honestly and politely Accurate information Reliable, helpful and friendly staff Facilities which meet their needs Things delivered on time Accurate and complete information Reduced waiting times Good information and advice Assistance and help when needed

Factors that influence customer expectations Media reports Friends Reputation of the business Cost of the product/service Previous visits Experience of similar businesses Personal characteristics

Internal customers Your colleagues who need your assistance to fulfil their obligations to their own customers Staff in other departments, Other staff teams, Managers, Colleagues in own department, supervisors, own work team

Typical Needs of an internal customer Help with information Support and guidance Training Feedback on their performance Resources/Facilities Knowledge Instructions Customer information/details

Expectations of Internal Customers Helpful Timely Polite Good clear communication skills Positive Supportive Friendly Knowledge of the staff and business systems Contact details of staff Training/Motivation Holidays, Benefits, Pay etc Performance Indicators (SMART Targets)

Types of external customer Special needs (e.g. language, disabilities) Business Customers Men or Women Families People on their own First time or repeat customers Ages – from the young to the elderly Nationalities and cultures School groups

Think about… Rewards, discounts Layout Facilities Training staff Listening & Communication skills How to explain information