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Unit
3 Customer Service
Customer Service Level 2,
Unit 2 Section1
Section
1 – Understand the factors that affect an organisation and the customer service
role
LO1 Understand customer service policies within
business and services context
1.1
discuss reasons for using customer service policies
1.2
discuss the purpose of evaluating a customer service policy, indicating how
this can assist future staff training and development
Complete
the table below with a description of the products and services for at least
two commercial organisations, public organisations and third sector
organisations.
Please ensure you provide a description for each organisation, rather than a
list.
Organisation type| Name of organisation| Description of products and services|
Commercial
organisation| McDonalds| McDonald’s is a food service retailer and aimed at
making profit and its restaurants are owned and operated by local people
worldwide. Its mission is becoming a leader in food sector and best customer
service according to their needs. Their main product is food.| Commercial
organisation| Hilton Hotels & Resorts| Hilton Hotels are the leading name
in service industry and most recognized. They are either owned , managed, or
franchised to independent operators by Hilton Worldwide. Their main purpose is
to give their customers individualised service and best hotel quality. | Public
organisation| NHS ( National Health Service)| NHS is publicly funded healthcare
system and politically accountable to the government. The service provides a
comprehensive range of health services, the vast majority of which are free at
the point of use for residents of the United Kingdom| Public
organisation| HM Revenue & Customs| HMRC is the UK’s tax authority,
responsible for making sure that the money is available to fund the UK’s public
services and for helping families and individuals with targeted financial
support.| Third sector organisation| Marie Curie Cancer Care| It is a UK
charity organisation providing support to people with cancer and other terminal
illnesses. Moreover the organisation dedicated to raising awareness and funds
for cancer and terminal illnesses also provides care services or fund
specialist healthcare professionals. Their services are nursing, hospices,
research and campaigning for patients.| Third sector organisation| The
Salvation Army| The Salvation Army is a Christian
denomination and international charitable organisation organised in a
quasi-military structure. Their services are based on working with people who
are vulnerable and marginalised across the world and offer very practical help,
unconditional assistance and support regardless of race, religion, gender or
sexual orientation.|
LO2 Understand the purpose of promoting a customer focused
culture
HND Fashion and Textiles
2.1
evaluate different communication methods and how these are used to best effect
2.2
analyse how customer perception is influenced by customer service
provision
Complete
the table below by describing the differences in customer service between
commercial, public and third sector organisations. You should outline customer
service roles in each organisation and highlight the differences in how
customer service is carried out across these organisations.
Organisation type| Description of customer service and
the differences between organisations|
Commercial
organisation| Customer service is the whole activity of identifying customer
needs in all their complexity, satisfying them fully, and keeping them
satisfied. Also means talking and listening to customers. This helps a business
anticipate their requirements and respond promptly to any problems. Customers
are people who buy products and services. Commercial organisation could be
based on product or service. Good customer service can influence several
business factors such as customer retention, loyalty and market. In this kind
of sector companies have competitors. There is one way to make a business stand
out from its rivals and gain an advantage is to offer high quality customer
service
|
Public
organisation| Public services are opening up to more and more competition.
Customer service plays a big part in public sector. How public sector
organisations treat customers, how they deal with their feedback and complaints
and how they change what they do a result. These factors shape the services
that people want and value. At a time reduced budgets and stretched resources,
the success of customer focused strategies becomes essential to every
organisation. Customer satisfaction and loyalty are often seen as vital for
survival and success. Public sector organisations have also come to realise
that looking after their customers and taking the opportunity to learn from them
enables delivery of services that are both effective and efficient. Public
organisations need to listen to their customers on social media platforms,
through verbal conversations and other communication platforms. They must act
on the findings and ensure that processes are put in place to improve workforce
management and training. Public organisations could learn from examples and
best practices in the private sector.| Third sector
organisation| An important part of customer service within third sector organisations
is communicating information with donors and volunteers in order to thank them
for their efforts and donations. It is important that all communication is
timely, informative and provided in the way the individuals has requested. With
this in mind some charities implement customer service procedures to ensure
they are constantly in contact with donors by providing them with one to one
communication with a charity worker. The majority of charities offer donors and
volunteers options regarding communication and interaction, for example,
telephone, e-mail, post, websites and blogs. Organisations in the third sector
also must ensure that they have a good balance of communication with both
donors and volunteers.|
LO3 Be able to investigate customer requirements and
expectations
3.1
assess sources of information on customer requirements and satisfaction levels
3.2
carry out research on customer requirements and satisfaction levels for a
selected business, suggesting
potential improvements
In
relation to your current organisation (or one that you are familiar with),
outline the part that customer service plays in this organisation and its
industry as a whole.
McDonalds is the largest chain of fast food Corporation in the world. McDonalds
prides itself on delivering only the highest levels of quality, service and
cleanliness to all of its customers in each and every restaurant. The key to
their continued success is continually monitoring and acting on the feedback
given to them by the customers. They strive to be a progressive market leader
and can only stay ahead of the rest by listening to the most important
ambassadors of their brand and customers.
The most important part of customer service is staff’s communication with
customers at counter and serving areas as well as the quality of food.
One of their priorities is to provide exceptional customer care by exceeding
their expectations, which includes finding ways to add personal touches that go
beyond convenient locations, quick service, clean restaurants, and quality
products.
LO4 Be able to provide customer service
within business and services contexts to meet required standards
4.1
deliver customer service in a business and service environment
4.2 review own performance in the delivery of customer
service and make
recommendations for improvement
Who
are the major competitors to your current organisation (or one that you are
familiar with)?
As McDonald’s is in food sector its major competitors are Burger King, KFC,
Starbucks, and Subway.
Identify at least two factors that could affect the reputation of your current
organisation (or one that you are familiar with).
Improving customer service will also improve an organisation’s reputation.
Reputations can be positive or negative.
For McDonald’s failing to understand culture could make a negative impact on
customer service there by affecting the company’s reputation in a bad way. For
instance in Beijing, the cultural norms and expectations require a high level
of interaction with the customers, so at least one member of staff is employed
to deal with public relations and over five receptionists are employed to look
after the children and speak to the parents. Another factor that could affect
the reputation of McDonald’s could be being fast and accurate during the food
serving. Taking the orders politely, making eye contact with customer and being
able to answer customer’s needs and questions, being fast and accurate with
their orders could make customers come to the restaurant again so that it
