Customer Service

• the sales process:

  -finding/approaching potential customers

  -investigating customers needs

  -presenting products on offer

  -closing a sale (purchasing)

  -post-sales service
• excellent product knowledge:

  -employees should know the features/benefits of products

  -matching right product/service with right customer

  -responding to any questions asked by the customer
• customer experience:

  -politeness and friendliness to build relationships

  -facilities offered to customers (waiting areas)

  -extra features (next-day delivery, free gifts, loyalty cards and click and collect)
• post-sales service:

  -user training

  -helpline

  -servicing (regular checks)
• good customer service benefits:

  -customer satisfaction

  -customers are loyal and make repeat purchases

  -customers are willing to pay more for a product
• good customer service drawbacks: costs

  -higher staff wages for staff skilled in customer service

  -staff training

  -extra services offered

  -higher wages for extra-time staff (post-sales service)
• dangers of poor customer service:

  -dissatisfied customers

  -poor reputation

  -loss of customers = reduction in sales revenue
• word of mouth:

  personal recommendations from satisfied customers to prospective customers
• websites aid businesses with customer service by:

  -displaying information about products/services

  -frequently asked questions (FAQ's) section

  -store locators and opening times

  -live chat facility

  -displaying contact details

  -allows the creation of customer accounts to store details encouraging repeat purchases
• social media + customer service:

  -quick and easy to contact the business

  -build customer relationships

  -negative reviews and comments must be managed appropriately