Farhaan Muhammad BTEC Business Unit 14 Customer
Service
Qualification - Pearson BTEC Level 3 National Foundation Diploma in Business
Unit Number and Title: Unit 14: Investigating Customer Service
Learning Aim: A: Explore how effective customer service contributes to business success
Learning Aim B: Investigate the methods used to improve customer service in the business
Assignment Title: Why is it important to provide excellent customer service?
Hand in deadline: 20/02/20
Introduction
This assignment, I have selected two contrasting businesses and these businesses are Asda,
McDonalds. The reason why I have chosen Asda is due to shopping there frequently as they
do sell a wide range of products to all ages. Therefore, they are also one of the largest
supermarkets in the UK period. They are mostly popular in selling food and have
competitors like Tesco and Sainsbury’s. They also do maintain superb customer service in
order to remain one of the most popular supermarkets in order to gain customer loyalty.
Therefore, the reason why I have picked McDonalds is due to their outstanding customer
service. There are one of the most successful fast food franchises in the world who cater to
all ages and offer great understanding on their customer service. Their competitors are
franchises like Burger King and Subway and these do offer good customer service in order to
make their customers loyal.
14/A.P1 - Describe the different approaches to customer service delivery in contrasting
businesses.
What is Customer Service?
Customer Service is the assistance and advice which is provided by the organisation to its
customers who purchase the products or services. The reason why customer service is so
important is because it provides loyalty from customers and improves business reputation.
1
,Farhaan Muhammad BTEC Business Unit 14 Customer
Service
Staff are trained thoroughly to know fully about the product and service in order to provide
the best customer service possible. They must also know how to deal with the query from
the customers.
Customer service does affect Asda’s business and its reputation. If the customer feels he or
she did not receive the customer service they needed they will spread it through word of
mouth to their friends and family which will damage the reputation and affect the sales and
profits. This is why Asda have trained their staff very well to handle the situation in order for
their customer to receive excellent customer service to maintain its reputation.
For McDonald’s Customer Service does have a serious impact as it offers range of services.
Employees while they offer services, they have to offer good customer service through and a
great positive one. If the customers are happy, they will be happy to buy more which results
in higher profits.
Different types of customers
There are two different types of customer which are internal and external. Internal is the
costumers who are directly connected to an organisation so they are basically internal of the
whole organisation. These internal customers are stakeholders, the employees and
shareholders. However, the external customer are customers who purchase company’s
products or service.
Different approaches to customer service
Face to Face: is when there is face to face interaction between the staff member and
customer physically. It's a more personal approach.
Online: Online communication between the customer and employee. It can be through
social media or even live chat. The best thing about it is that it can be accessed anytime and
anywhere.
Phone: communication through phone but only for a limited amount of time.
Post: This is when the customer posts a letter to the company but it can take some time and
travelling is necessary to post the letter.
2
,Farhaan Muhammad BTEC Business Unit 14 Customer
Service
Email- This is when the customer will contact through email to the company and mostly,
they will reply back within 24 hours.
Some of these methods are used by both Asda and McDonald’s which is great as customers
have multiple choices of communication within their own ability for it to make it easier for
them. If the customer does want to complain then the process would be easy for the
customer.
In order to message Asda, email contact and telephone contact is the way to go. They do
have separate phone lines for different teams for the customer’s convenience. The different
reams they have is home shopping, George and store service.
In order to contact McDonalds, the customer will have to go on their website which is later
redirected to the customer service team. Telephone and post are another contact method
that can be done.
3
,Farhaan Muhammad BTEC Business Unit 14 Customer
Service
The effects of customer service
Customer service is highly vital for any business as a customer can provide constructive
feedback which the business can use to improve. If the business provides bad customer
service it can damage their reputation. However, if the customer service is good the
customers will leave a positive review of the store which can result in a stronger customer
loyalty. McDonald’s always try improving their customer service. For it gain a better
reputation. The way they have done this is by improving their employee’s experience. This is
done by increase wages and improve training. Therefore, McDonalds also provides coupons
to public in order to maintain satisfaction.
Customer service does impact directly to the long-term revenue for any business as 89% say
a quick response to an inquiry is more important for them rather than deciding which
company they should buy from. Therefore, 97% of the customers also state that bad
customer service can change their buying behaviour with 46% of them to continue to
change their buying behaviour prior to 2 years after having a bad customer service
experience.
4
, Farhaan Muhammad BTEC Business Unit 14 Customer
Service
For an excellent customer service, it does require a mixture of communication channels
which the customers find the easiest and the most comfortable. As 60% of the customer
prefer email, 58% prefer phone communication, 24% prefer SMS, and 18% prefer social
media. As for complicated services 74% preferred phone, 43% preferred live engagement
chat, 40% prefer email with 15% texts and 12% social media. The customers have stated
that 28% do find multiple commutation channels a good way of identifying customer service
with the other 28% stating not being able to contact customer service with the
communication channel they’re more comfortable in as bad customer service.
Benefits of good customer service
One of the main benefits for a great customer service which a business provides can receive
a good customer loyalty. Another benefit is a good review from the customer which will
motivate other customers to visit the store. Thirdly, good customer service means an
increase in sales and profitability. This can lead to ultimately an advantage over competitors
and a better work environment for the customer satisfaction the employees will feel.
14/A. P2 - Examine ways that the customer service in a selected business can meet the
expectations and satisfaction of customers and adhere to relevant current legislations and
regulations.
Customer Personalities
Customer can have different personalities when they are purchasing or when they are just
looking at the store. Some customers are analytical. So, these analytical customers will only
make decision by looking at the statistics and facts which they like to have a salesperson
with them to be informed about. Another type of customer personality would be the driver.
These customers are very confident and prefers quick customer service and expect the sales
person to be ready and well prepared. Another customer personality is the amiable
customers. These customers are friendly and like to have a good relationship with the
salesperson. They do a good customer loyalty if customer service is good. Lastly, another
customer personality is the expressive ones. These customers are always cheerful and
5
Service
Qualification - Pearson BTEC Level 3 National Foundation Diploma in Business
Unit Number and Title: Unit 14: Investigating Customer Service
Learning Aim: A: Explore how effective customer service contributes to business success
Learning Aim B: Investigate the methods used to improve customer service in the business
Assignment Title: Why is it important to provide excellent customer service?
Hand in deadline: 20/02/20
Introduction
This assignment, I have selected two contrasting businesses and these businesses are Asda,
McDonalds. The reason why I have chosen Asda is due to shopping there frequently as they
do sell a wide range of products to all ages. Therefore, they are also one of the largest
supermarkets in the UK period. They are mostly popular in selling food and have
competitors like Tesco and Sainsbury’s. They also do maintain superb customer service in
order to remain one of the most popular supermarkets in order to gain customer loyalty.
Therefore, the reason why I have picked McDonalds is due to their outstanding customer
service. There are one of the most successful fast food franchises in the world who cater to
all ages and offer great understanding on their customer service. Their competitors are
franchises like Burger King and Subway and these do offer good customer service in order to
make their customers loyal.
14/A.P1 - Describe the different approaches to customer service delivery in contrasting
businesses.
What is Customer Service?
Customer Service is the assistance and advice which is provided by the organisation to its
customers who purchase the products or services. The reason why customer service is so
important is because it provides loyalty from customers and improves business reputation.
1
,Farhaan Muhammad BTEC Business Unit 14 Customer
Service
Staff are trained thoroughly to know fully about the product and service in order to provide
the best customer service possible. They must also know how to deal with the query from
the customers.
Customer service does affect Asda’s business and its reputation. If the customer feels he or
she did not receive the customer service they needed they will spread it through word of
mouth to their friends and family which will damage the reputation and affect the sales and
profits. This is why Asda have trained their staff very well to handle the situation in order for
their customer to receive excellent customer service to maintain its reputation.
For McDonald’s Customer Service does have a serious impact as it offers range of services.
Employees while they offer services, they have to offer good customer service through and a
great positive one. If the customers are happy, they will be happy to buy more which results
in higher profits.
Different types of customers
There are two different types of customer which are internal and external. Internal is the
costumers who are directly connected to an organisation so they are basically internal of the
whole organisation. These internal customers are stakeholders, the employees and
shareholders. However, the external customer are customers who purchase company’s
products or service.
Different approaches to customer service
Face to Face: is when there is face to face interaction between the staff member and
customer physically. It's a more personal approach.
Online: Online communication between the customer and employee. It can be through
social media or even live chat. The best thing about it is that it can be accessed anytime and
anywhere.
Phone: communication through phone but only for a limited amount of time.
Post: This is when the customer posts a letter to the company but it can take some time and
travelling is necessary to post the letter.
2
,Farhaan Muhammad BTEC Business Unit 14 Customer
Service
Email- This is when the customer will contact through email to the company and mostly,
they will reply back within 24 hours.
Some of these methods are used by both Asda and McDonald’s which is great as customers
have multiple choices of communication within their own ability for it to make it easier for
them. If the customer does want to complain then the process would be easy for the
customer.
In order to message Asda, email contact and telephone contact is the way to go. They do
have separate phone lines for different teams for the customer’s convenience. The different
reams they have is home shopping, George and store service.
In order to contact McDonalds, the customer will have to go on their website which is later
redirected to the customer service team. Telephone and post are another contact method
that can be done.
3
,Farhaan Muhammad BTEC Business Unit 14 Customer
Service
The effects of customer service
Customer service is highly vital for any business as a customer can provide constructive
feedback which the business can use to improve. If the business provides bad customer
service it can damage their reputation. However, if the customer service is good the
customers will leave a positive review of the store which can result in a stronger customer
loyalty. McDonald’s always try improving their customer service. For it gain a better
reputation. The way they have done this is by improving their employee’s experience. This is
done by increase wages and improve training. Therefore, McDonalds also provides coupons
to public in order to maintain satisfaction.
Customer service does impact directly to the long-term revenue for any business as 89% say
a quick response to an inquiry is more important for them rather than deciding which
company they should buy from. Therefore, 97% of the customers also state that bad
customer service can change their buying behaviour with 46% of them to continue to
change their buying behaviour prior to 2 years after having a bad customer service
experience.
4
, Farhaan Muhammad BTEC Business Unit 14 Customer
Service
For an excellent customer service, it does require a mixture of communication channels
which the customers find the easiest and the most comfortable. As 60% of the customer
prefer email, 58% prefer phone communication, 24% prefer SMS, and 18% prefer social
media. As for complicated services 74% preferred phone, 43% preferred live engagement
chat, 40% prefer email with 15% texts and 12% social media. The customers have stated
that 28% do find multiple commutation channels a good way of identifying customer service
with the other 28% stating not being able to contact customer service with the
communication channel they’re more comfortable in as bad customer service.
Benefits of good customer service
One of the main benefits for a great customer service which a business provides can receive
a good customer loyalty. Another benefit is a good review from the customer which will
motivate other customers to visit the store. Thirdly, good customer service means an
increase in sales and profitability. This can lead to ultimately an advantage over competitors
and a better work environment for the customer satisfaction the employees will feel.
14/A. P2 - Examine ways that the customer service in a selected business can meet the
expectations and satisfaction of customers and adhere to relevant current legislations and
regulations.
Customer Personalities
Customer can have different personalities when they are purchasing or when they are just
looking at the store. Some customers are analytical. So, these analytical customers will only
make decision by looking at the statistics and facts which they like to have a salesperson
with them to be informed about. Another type of customer personality would be the driver.
These customers are very confident and prefers quick customer service and expect the sales
person to be ready and well prepared. Another customer personality is the amiable
customers. These customers are friendly and like to have a good relationship with the
salesperson. They do a good customer loyalty if customer service is good. Lastly, another
customer personality is the expressive ones. These customers are always cheerful and
5
