Customer Care Flashcards
(30 cards)
What are features of Customer Care?
Strong Mission Statement which sets out the aim of the organisation | Having service level agreements and strategies in place so that customers are aware of what to expect | Having a clear complaints procedure so that customers know what to do (the process) if they are not happy | Having good loyalty schemes to retain customers and offer benefits to loyal customers | Having methods in place to monitor satisfaction eg focus groups, satisfaction survey etc
What is a mission statement?
Contains the aims of the organisation | Explains how the organisation achieves its goals | Provides direction for employees
What is a service level agreement?
Details what the company promises to do and what the customer should expect | May include: what will happen if organisation fails to deliver + responsibilities of both the organisation and the customer + any hidden or extra costs
What is Customer Care strategy?
Details what the customer should expect of the organisation | It is shared with both employees and customers | A good strategy can improve the organisations reputation and customer loyalty | Within the organisations strategy it may include: complaints procedure + loyalty schemes + methods to monitor satisfaction + service level agreement
What is a complaints procedure?
Outlines how a customer can complain | Staff who deal with complaints should be trained | All complaint should be taken seriously, logged and given a reference number | All complaints acknowledged and next steps outlined | Progress and results of complaint communicated as soon as possible
Why do we need a complaints procedure?
So that all complaints are dealt with in the same way | Will encourage customer loyalty if process effective | Staff will know how to respond to complaints | Complaints feedback can be analysed to improve services | Customers will know the process if they wish to complain
Why is good Customer Care important?
Repeat custom/increased loyalty which increases sales | Attract new customers which increases profits | Less complaints which improves staff morale | Improved reputation which is positive for recruitment
What are consequences of poor customer care?
Decrease in loyalty which results in loss of sales | Bad publicity which results in loss of profit | Increase in complaints which results in demotivated staff | Failure to attract new customers which results customers shifting to competitors
What are methods at evaluating customer care?
Mystery shopper | Customer Focus Group | Satisfaction surveys | Loyalty cards
What is a mystery shopper?
Employed to act as a normal customer to get experience | Assessess customer service/quality of communication/speed of service | Sample how a complaint is handled | Sample an employee’s product knowledge | Sample how well a complaint is handled
What is a customer focus group?
Face to face meeting with a group of customers brought together to discuss opinions/feedback | Allows the organisation to ask questions to gain clarification on a point | Being part of one makes the customer feel valued and increases loyalty
What are the differences between a mystery shopper and a focus group?
MYSTERY SHOPPERS remain anonymous and organisation cannot delve any deeper WHEREAS a FOCUS GROUP allows for the organisation to ask additional questions/clarify points | MYSTERY SHOPPERS have unbiased views and staff are unaware they are being monitored WHEREAS in FOCUS GROUPS some people may feel reluctant to give their views/won’t give negative feedback | MYSTERY SHOPPERS is one person’s experience WHEREAS a FOCUS GROUP is a number of people contributing and giving a wider response | they BOTH can be expensive to run AND provide immediate feedback
What are types of satisfaction surveys?
Telephone survey | Postal survey | Online survey | Interview | Suggestion schemes/Reviews
What is a telephone survey?
Interviews conducted personally by an interviewer over the phone to gather specific data
What are advantages of a telephone survey?
Immediate feedback/response | Points can be clarified
What are disadvantages of a telephone survey?
People may not participate | Time consuming to carry out
What is a postal survey?
Market research conducted using questionnaires through the mail
What are advantages of a postal survey?
Wide geographical area reached | Fairly cheap to send
What are disadvantages of a postal survey?
Difficult to get return replies | Takes time to receive info and process
What is an online survey?
Questionnaire conducive via the internet
What are advantages of a online survey?
Worldwide participation - large sample size | Quick feedback - most surveys automatically analyse in graphs saving time
What are disadvantages of a online survey?
No personal contact | Many regard online surveys as an interference
What is an interview?
Face to face interview conducted to individual/multiple people to gain views
What are advantages of a interview?
Immediate Response/points clarified | Body Language observed
