Customer care

• What is contained in the customer care policy

  How the organisation will look after its customers

  
  

  Give info on how staff can provide good customer care by detailing how to deal with certain situations
• What does a policy ensure

  That customers are dealt with consistently and fairly
• Where can the policy be stored

  Company Intranet
• How can good customer care be ensured

  Ongoing customer care training for employees
• What is a mission statement


  A short statement that...

  
  

  It sets out the aims of the organisation and how these will be achieved.

  
  

  It contains the values of the organisation and allows customers to see what to expect.
• Benefits of good customer care

  Repeat customs

  
  

  Repeat sales

  
  

  Good reputation

  
  

  New customers on top of existing customers grows the business and increase the company's negotiating power with suppliers.

  
  

  Reduced complaints meaning :

  
  

  Staff are happier and less stressed so there will be lower levels of staff turnover
• Consequences of poor customer care

  Loss of customers

  
  

  Damaged reputation

  
  

  Loss of sales and decrease in profits

  
  

  Poor staff morale due to an increase in complaints and difficulty dealing with customers
• Methods of monitoring customer care

  Face to face

  Postal survey

  Telephone

  Online

  Focus group

  Suggestion scheme

  Mystery shopper
• Pros and cons of face to face survey

  Allows for instant clarification if staff don't understand

  Feedback is instant and can be acted on quickly

  
  

  Customers may not give accurate feedback because they don't want to offend anyone
• Pros and Cons of postal surveys

  Large number of customers can be surveyed

  Customers can take their time to answer so feedback may be more detailed

  
  

  Response rate is very low

  Can be expensive to post the surveys and often a prize must be offered as an incentive
• Pros and Cons of Telephone Surveys


  Detailed responses can be given as there is someone prompting questions

  Large number of customers can be surveyed in a short amount of time

  Less expensive than postal

  
  

  People are often too busy to reply so there is a low response rate
• Pros and cons of online surveys

  One of the cheapest methods

  Responses are automatically collated and analysis which saves a member of staff having to collect and input data

  Instant access to responses as soon as a customer has submitted

  
  

  Low response rate as most organisations only send out this survey once a purchase is made
• Pros and cons of focus groups

  A focus group brings together a group of customers for the purpose of feeding back info on products and services

  
  

  A predetermined number of customers can be invited so the organisation can guarantee a number of responses

  Instant feedback that can be acted on quickly and allows the business to stay ahead of competitors

  The group will feel valued and are likely to give a more positive response

  
  

  
  

  Only a sample of responses as not all customers can be invited

  Can be expensive as customer costs have to be met and appropriate accommodation must be booked in advance

  Interaction of participants may lead to an infectious negative besponse
• Pros and cons of suggestion schemes

  Used to ask customers and employees how the business could improve its goods and services

  
  

  Good for internal use especially if there is a reward attached

  Users can give honest feedback and remain anonymous

  
  

  
  

  Many customers ignore the opportunity to complete feedback slips therefore it is hard to get valuable feedback
• Pros and cons of a mystery shopped

  This is where the customer service is sampled by someone acting as a real shopper who logs and evaluates the service received

  
  

  Gives a clear sample of what a potential customer may experience

  Can be used as a basis for other surveys

  
  

  May cause hostility from staff as they don't feel trusted by management

  Does not allow for variations in the standard of service throughout the organisation
• Justify the need for a complaints procedure


  Helps to ensure staff deal with complaints effectively and efficiently

  
  

  Gives customers the info they need to start a complaint

  
  

  Shows customers that the organisation is committed to providing the best possible service

  
  

  If complaints are dealt with quickly and in the correct manner, it can restore trust between the customer and company
• Features of a complaints procedure

  1. Complaints should be acknowledged immediately

  2. Complaints should be taken seriously by staff and dealt with professionally

  3. The steps to be followed by the customer in making a complaint should be clear

  4. The same staff member should deal with the complaint from start to finish

  5. Customers should be made aware of the stages for dealing with the complaint, and the expected timeline for resolving the complaint

  6. The outcome of the complaint should be clearly communicated to the customer as soon as possible

  7. There should be a clear policy on compensation and refunds