MNM1502 EXAM
PACK 2024
QUESTIONS AND
ANSWERS
FOR ASSISTANCE CONTACT
EMAIL:
, lOMoARcPSD|31863004
STUDY UNIT 1: UNDERSTANDING CUSTOMER
SERVICE
WHAT IS CUSTOMER SERVICE?
→ It is the process whereby value is added by delivering service to internal and
external customers in support of the organization’s core products and service
offerings, whenever customers engage with the organization.
TYPES OF CUSTOMERS
1. INTERNAL CUSTOMER: The groups of individuals who work inside an organization
and with whom other employees interact daily.
a. An individual buying bread at a spaza shop.
b. Paying a hairdresser to do your hair.
c. Sending an e-mail to an insurance organization.
d. Phone a bank about a blocked account.
2. EXTERNAL CUSTOMER: The groups of individuals outside the organization that th
organization does business with.
a. Tebogo walks into a fast-food outlet to order a chicken meal. Broulee is the
friendly employee who greets Tebogo and takes his order. Tebogo’s order i
processed on the system and the kitchen staff starts to prepare his meal.
Broulee = internal customer. Tebogo = external customer.
5 BASIC NEEDS OF CUSTOMERS
1. Service
2. Price
3. Quality
4. Action
5. Appreciation
IMPORTANCE OF CUSTOMER SERVICE
• Lower customer acquisition costs.
• Higher levels of customer retention.
• More profit.
• Generating positive word-of-mouth.
• Willingness to pay a premium price
, lOMoARcPSD|31863004
• Higher employee morale, leading to an increase in productivity
• Increase in sales/revenue.
• Cost savings.
CUSTOMER SERVICE AS PART OF AN ORGANIZATION’S MARKETING
STRATEGY.
PHILOSOPHY DESCRITION EXAMPLE
Customer- or market- • Direct customers to
oriented organizations Strive to put the correct counter at
customer first. the bank.
• Call center to direct
• Put in effort to
specific questions.
discover customer
requirements.
• Looking at ways in
which to improve
value proposition
• Strive to meet
customer needs.
WHAT IS GOOD CUSTOMER SERVICE?
Make a good first impression
o Good appearance
o Appropriate clothing
o Well-groomed
o Relaxed and open demeanor
Be courteous
o Using ‘please,’ ‘thank you,’ ‘excuse me’ etc.
Have a positive attitude.
Be ethical
o Be honest
o Do the right thing.
o Do what you say you will do.
o Stay accountable for your actions.
10 COMMANDMENTS OF GREAT CUSTOMER SERVICE
• Know who is the boss
• Become a good listener
• Identify and anticipate needs
, lOMoARcPSD|31863004
• Customers should feel important and appreciated
• Help customers to understand the organization’s systems.
• Attach value to the power of ‘yes.’
• Know how to apologize.
• Give customers more than they expect.
• Get feedback on regular basis
• Treat your employees as you would treat your customers.
MANAGING CUSTOMER EXPECTATIONS
→ Expectations: Individuals’ personal vision of the result that will come from an
experience.
→ Primary expectations: Most basic and essential set of expectations that
customers are looking for during an interaction with an organization.
→ Secondary expectations: Created after a customer’s previous experience and tha
is used to enhance primary expectations.
THE RELATIONSHIO BETWEEN EXPECTATIONS, PERFORMANCE AN
CUSTOMER SATISFACTION
CONSUMER RIGHTS
❖ The right to equality.
❖ The right to privacy
PACK 2024
QUESTIONS AND
ANSWERS
FOR ASSISTANCE CONTACT
EMAIL:
, lOMoARcPSD|31863004
STUDY UNIT 1: UNDERSTANDING CUSTOMER
SERVICE
WHAT IS CUSTOMER SERVICE?
→ It is the process whereby value is added by delivering service to internal and
external customers in support of the organization’s core products and service
offerings, whenever customers engage with the organization.
TYPES OF CUSTOMERS
1. INTERNAL CUSTOMER: The groups of individuals who work inside an organization
and with whom other employees interact daily.
a. An individual buying bread at a spaza shop.
b. Paying a hairdresser to do your hair.
c. Sending an e-mail to an insurance organization.
d. Phone a bank about a blocked account.
2. EXTERNAL CUSTOMER: The groups of individuals outside the organization that th
organization does business with.
a. Tebogo walks into a fast-food outlet to order a chicken meal. Broulee is the
friendly employee who greets Tebogo and takes his order. Tebogo’s order i
processed on the system and the kitchen staff starts to prepare his meal.
Broulee = internal customer. Tebogo = external customer.
5 BASIC NEEDS OF CUSTOMERS
1. Service
2. Price
3. Quality
4. Action
5. Appreciation
IMPORTANCE OF CUSTOMER SERVICE
• Lower customer acquisition costs.
• Higher levels of customer retention.
• More profit.
• Generating positive word-of-mouth.
• Willingness to pay a premium price
, lOMoARcPSD|31863004
• Higher employee morale, leading to an increase in productivity
• Increase in sales/revenue.
• Cost savings.
CUSTOMER SERVICE AS PART OF AN ORGANIZATION’S MARKETING
STRATEGY.
PHILOSOPHY DESCRITION EXAMPLE
Customer- or market- • Direct customers to
oriented organizations Strive to put the correct counter at
customer first. the bank.
• Call center to direct
• Put in effort to
specific questions.
discover customer
requirements.
• Looking at ways in
which to improve
value proposition
• Strive to meet
customer needs.
WHAT IS GOOD CUSTOMER SERVICE?
Make a good first impression
o Good appearance
o Appropriate clothing
o Well-groomed
o Relaxed and open demeanor
Be courteous
o Using ‘please,’ ‘thank you,’ ‘excuse me’ etc.
Have a positive attitude.
Be ethical
o Be honest
o Do the right thing.
o Do what you say you will do.
o Stay accountable for your actions.
10 COMMANDMENTS OF GREAT CUSTOMER SERVICE
• Know who is the boss
• Become a good listener
• Identify and anticipate needs
, lOMoARcPSD|31863004
• Customers should feel important and appreciated
• Help customers to understand the organization’s systems.
• Attach value to the power of ‘yes.’
• Know how to apologize.
• Give customers more than they expect.
• Get feedback on regular basis
• Treat your employees as you would treat your customers.
MANAGING CUSTOMER EXPECTATIONS
→ Expectations: Individuals’ personal vision of the result that will come from an
experience.
→ Primary expectations: Most basic and essential set of expectations that
customers are looking for during an interaction with an organization.
→ Secondary expectations: Created after a customer’s previous experience and tha
is used to enhance primary expectations.
THE RELATIONSHIO BETWEEN EXPECTATIONS, PERFORMANCE AN
CUSTOMER SATISFACTION
CONSUMER RIGHTS
❖ The right to equality.
❖ The right to privacy
