BTEC First Diploma in Business
2007-2008
Unit 2: Developing Customer Relations
“Service with a Smile”
Name: ……………………………………………………………..
Assignment Manager:
Hand out date:
This assignment has five tasks.
The overall deadline for the whole assignment to be complete and handed in is:
The following guidelines should be used when completing your assignment:
- You must refer to the criteria banner and the content of the unit throughout the assignment.
- You should make sure you do detailed research and have a good understanding of the business you are describing.
- Before handing in you must:
- Check that you have completed all tasks
- Label work appropriately
- Present tasks in the correct order
- That your name appears clearly in the header or footer of each page
For further details refer to the ‘Student Guidelines’ that were issued to you at the start of your course.
Scenario
You have applied for a summer job at the local supermarket as a customer service assistant. You have been invited to a group interview.
Task 1: (P1)
The company have asked you to prepare a PowerPoint presentation to demonstrate your understanding about the different types of customers you will encounter and the importance of good customer service.
Your presentation should be entitled ‘Customer Service and Customer Types’.
Begin your presentation with a definition of Customer Service and the role that you will play as a customer service assistant.
You must then describe three different types of customers and their needs and expectations.
You must consider the following:
Customer needs and expectations: definition of customer service; identifying customer needs; accuracy and reliability; providing information and advise; providing assistance and help; dealing with special needs; dealing with problems; organisational targets; health, safety and security
Internal customers: e.g. colleagues, supervisors, staff, staff teams, managers
External customers: e.g. existing: new; individuals; groups; families; businessmen and women; different ages; different cultures; gender; special needs e.g. non-English speaking, visual, hearing, mobility impairments
Benefits: to the customer; to the organisation; to the employee
Task 2: (P3)
The next part of your presentation should outline what makes good customer service e.g. knowledge of products, staff attitude and behaviour.
You must then describe how consistent and reliable customer service contributes to customer satisfaction. Use examples to demonstrate your answer.
You must consider the following:
Consistent and reliable: scope of job role: knowledge of products and/ or services; type and quality of products/ service; staff attitude and behaviour; timing; accessibility/ availability; meeting specific customer needs; working under pressure; confirming service meets needs and expectations; dealing with problems
Customer satisfaction: confidence in service; value for money; repeat custom; word of mouth reputation; internal customer e.g. job satisfaction, teamwork; negative effects of poor communication
Codes of practice: e.g. industry, organisational, professional; ethical standards
Task 3: (P4)
Before any interview it is advisable for the interviewee to research the company and find out as much information as possible.
Research and describe how customer service is monitored and evaluated. This must also be included in your presentation
To achieve M3 you must explain how monitoring and evaluating can improve customer service for the customer, the organisation and the employee.
You must consider the following:
Monitor: informal customer feedback; customer questionnaires/ comment cards; staff feedback; mystery customers; complaints/ compliments letters
Evaluate: level of sales; repeat customers; new customers; level of complaints/ compliments; staff turnover
Improvements: improvements to quality of service; reliability; improvements to the organisation e.g. improve service, keep staff, attract new customers, increase turnover, compliance with legal obligations; improvements for employees e.g. job satisfaction, working environment
Scenario
Interview Day: You have successfully delivered your presentation and the Manager leading the group interview has now set you your next task to complete.
Task 4: (P2)
You have been asked to work in pairs and set up 3 different customer service situations. You will demonstrate the 3 different situations, in the form of role-plays, to the rest of the group.
Demonstrate presentation and interpersonal skills in three different customer service situations.
You will also need to produce a written report including the following:
- an overview of the different customer service situations that you might face e.g. face-to-face, on the telephone etc
- an explanation of presentation, interpersonal and communication skills and the important role they play in customer service
To achieve (M1) you must display a confident approach when delivering customer service to customers
To achieve (M2) you must explain why presentation, interpersonal and communication skills are important to customer service.
To achieve (D1) you must anticipate and meet the needs of at least 3 different customers in a range of situations
You must consider the following:
Presentation skills: personal presentation e.g. personal hygiene, uniform/ dress, hair, make-up, jewellery; working environment; body language e.g. posture, facial expressions, smiling, gestures, eye contact; presentation of work area and equipment
Interpersonal skills: attitude; behaviour; first impressions; greeting customers; courtesy; confidence; concern; interest; thoughtfulness; respect for customers; responding to different customer behaviour; tact; efficiency
Communication skills: tone of voice; pitch; language e.g. technical, use of slang/ jargon; pace; listening; body language; appropriateness to customer/ situation
Situations: face-to-face, on the telephone; in writing; email; urgent/ non-urgent; difficult; routine
Task 5: (D2)
You have reached the final task of the day. The aim of this task is for you to look back over the day and create a brief report analysisng, using examples, how effective customer service benefits the customer, the organisation and the employee.
(You will need to find/ use some good examples of customer service and list how it benefits the customer, the organisation and the employee).
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