1. ADMIN SERVICES TOPIC 2 CUSTOMER SERVICE

2. The importance of having a Customer Service Strategy What is a mission statement Customer Service Policies – what they should contain Communicating with internal and external customers.

3. Lesson 2 How do organisations gather feedback from customers on service received What are the benefits to the organisation of effective customer service How would poor customer service impact on the organisation

4. Gathering Feedback from Customers Customer focus groups Mystery Shoppers Surveys Written Telephone Quick response cards Online feedback surveys Face-to-face interviews

5. Method Personal interview Face to face discussion where interviewer asks questions The interviewer can encourage the respondent to answer questions Points can be clarified Time consuming and expensive to carry out Interviewers will need training Postal Survey (written) Questions are sent out through the post Fairly cheap to send the survey Survey can be completed at own pace People may not go to the bother of completing survey No opportunity for clarification Tel SurveyPeople are contacted by phone to answer questions Large numbers can be contacted Less expensive than personal interviews Information obtained instantly People get annoyed about receiving phone calls Useful for short surveys only as people don’t want to spend time Online Survey Questions are displayed on a website Links can be set up for large numbers of people Inexpensive Relies on people having internet connection No personal contact Quick ResponseSmall cards left in areas where customers can complete them quickly, eg hotel rooms High number of responses can be gainedLimited amount of information available Surveys

6. Method Focus Groups This is a discussion among a specially chosen group of people, eg BBC viewers Feelings and views can be observed Points can be clarified and expanded upon Time consuming and expensive to carry out Info can be difficult to analyse May not be a representative group Observations This involves watching and recording situations eg number of visitors to a shop or children playing with a new type of toy Facts and figures are easy to analyse People being observed may not act naturally Those being observed are not usually asked for opinions Privacy and ethical issues EPOS Electronic Point of Sale gathers information at the chechout Large quantities of informationExpensive to buy system No opinions sought from customers Mystery Shopper Shopper is employed to make a purchase and assess service received Shop is made aware of typical customer experience Can be expensive Other Methods

7. Setting up an on-line Survey Click here

8. Benefits of Effective Customer Service Customer loyalty Satisfied and motivated staff Low staff turnover Reduced costs Good reputation Competitive edge Increased market share

9. Impact of Poor Customer Service Unreliable customer base Dissatisfied customers Demotivated staff High staff turnover High costs, eg advertising Poor reputation Lack of competitive edge/decreased market share leading possibly to downfall of business

10. Why Customer Service Strategies? It costs a business far more to attract a new customer than to retain an existing one; in addition, existing customers can always go elsewhere. Good customer service can help retain customer loyalty The customer service strategies will help keep the customer happy.

11. What is a Mission Statement? Statement outlining the organisation’s main aims and focus "To enable people and businesses throughout the world to realise their full potential."—MicrosoftMicrosoft "Organize the world's information and make it universally accessible and useful."—GoogleGoogle

12. What does a Customer Service Policy Contain? Customer-service statement or promise Service standards Loyalty schemes Complaints procedure Customer complaints procedure Organisation procedure Market research Customer focus groups Customer satisfaction surveys – written, telephone, quick card, online, face-to-face Mystery customers Quality Management Systems

13. We are committed to providing the highest quality educational experience for all of our pupils, which is effective, enjoyable and rewarding – through: 1.Creating a learning environment which encourages challenge, high expectations and high achievement for all. 2.Taking account of individual learning styles and believing that there is no limit to learning. 3.Providing opportunities for our young people to develop their personal and social skills. 4.Working in partnership with our parents and community to teach our young people the duties and responsibilities of citizenship in a democratic society. 5.National Priorities: To raise standards of educational attainment for all in schools, especially in the core skills of literacy and numeracy, and to achieve better levels in national measures of achievement including examination results To support and develop the skills of teachers, the self-discipline of pupils and to enhance school environments so that they are conducive to teaching and learning To promote equality and help every pupil benefit from education with particular regard paid to pupils with disabilities and special educational needs, and to Gaelic and lesser used languages To work with parents to teach pupils respect for self and one another and their independence with other members of their neighbourhood and society and teach them the duties and responsibilities of citizenship in a democratic society To equip pupils with the foundation skills, attitudes and expectations necessary to prosper in a changing society and to encourage creativity and ambition.

14. Dealing with External Customers Effective customer care includes: Appropriate behaviour Communication Honesty and trust Approachability Stay within boundaries.

15. Dealing with Internal Customers - colleagues Dealings with other staff affects productivity, motivation and morale Adopt correct behaviour Stay within boundaries Service level agreements – determine standard of work expected Staff should be aware of their role within organisation and the part they play.

16. Methods of Communicating Face to face Telephone Written Paper documents E-mail Websites

17. To summarise … The competitive organisation must have a customer strategy in place It will also have a mission statement setting out main aims of organisation A written customer service policy contains details of customer service statement, service standards, loyalty schemes, complaints procedures, market research options Staff should be aware of the importance of good communications with both internal and external customers.