Effective customer service Level 2 Unit 1 LO1 lesson 3

Effective customer service Level 2 Unit 1 LO1

Needs of different types of customers 

The learner could produce a case study report describing a range of different customer types and how their needs are met, or exceeded, by types of facilities and services in at least 2 different organisations. These would include hotel, travel agent, tourist information centre, tour guiding, transport operator.

The learner will describe good customer service, including having a welcoming attitude, good listening skills, being polite and efficient etc.

Learners should include a description of how customer service is measured and the importance of it (eg mystery shopper, Michelin Guide, travel research platforms (eg Trip Advisor), organisation’s own website or customer satisfaction survey).

Evidence could be obtained by watching relevant TV programmes or visiting organisations and enabling learners to work out solutions to an identified problem halfway through or before the end of the programme or visit.

Produce a written statement as to why any customer service is important. This would include examples of customer service policies; complaints procedures; staff recruitment and training.

Produce a study of company policy statements, such as one large - eg TUI, Hilton, McDonalds, British Airways - and one smaller, eg Sunvil, Hays Travel, Flybe, a local restaurant. A comparison of a selection of these should be included.

The learner could produce a case study report describing a range of different customer types and how their needs are met, or exceeded, by types of facilities and services in at least 2 different organisations. These would include hotel, travel agent, tourist information centre, tour guiding, transport operator.

The learner will describe good customer service, including having a welcoming attitude, good listening skills, being polite and efficient etc.

Learners should include a description of how customer service is measured and the importance of it (eg mystery shopper, Michelin Guide, travel research platforms (eg Trip Advisor), organisation’s own website or customer satisfaction survey).

Evidence could be obtained by watching relevant TV programmes or visiting organisations and enabling learners to work out solutions to an identified problem halfway through or before the end of the programme or visit.

Produce a written statement as to why any customer service is important. This would include examples of customer service policies; complaints procedures; staff recruitment and training.

Produce a study of company policy statements, such as one large - eg TUI, Hilton, McDonalds, British Airways - and one smaller, eg Sunvil, Hays Travel, Flybe, a local restaurant. A comparison of a selection of these should be included.

Assignment Brief  LO1

Grade Criteria 

Learning Objectives

• Understand the assignment 
• understand customer types 
• customer wants and needs

what types of customers do you know of?

Needs of different types of customers 

• Whether we call our customers, clients, visitors, guests or passengers their needs must be understood.
• To do so, we need to segment them.
• Segmentation is the grouping of people who have common characteristics.

How do organisation measure customer service 

• Customer Satisfaction Surveys
  
• •In-App Surveys
  
• •Post-Service Surveys
  
• •Long Email Surveys
  
• Customer Satisfaction Score (CSAT)
  
• Social Media Monitoring – TripAdvisor/Facebook/Twitter
  
• Mystery shoppers
  
• Focus Groups
  
• Complaint/compliment letters
  
• Staff feedback

Individuals

• People may be on their own, but this means they can have undivided attention
• Women may have different needs to men
• Children may have different needs to adults
• Sometimes you may be dealing with a VIP

Groups

• Members will normally know each other
• Although there are common needs, each member of the group deserves individual attention
• The other type of group is formed by circumstance for example they all happen to be on the same all inclusive holiday
• Make sure you address the full group, if necessary gather them around so each member of the group can hear you
• Be prepared for questions from the whole group and not just the leader

Age

• Many of our customers are children
  
• Crouch down to their height whilst talking to children
  
• Organisations may have special facilities such as kids clubs for children, play areas at airports and travel agencies.
  
• The fastest growing segment of the UK population travelling overseas is the over 54 age group
  
• With such growth we must learn how to give the older age groups the service they value
  
• Older people tend to enjoy a more formal approach and are likely to welcome recognition that they have had experiences that the rest of us haven't.
• Don’t assume that they are losing their mental or physical abilities

Why is it important to understand different types of customers?

Timing of Service and Information Provision

It is important because:

• Allows the company to discover problems and put them right.
  
• Offers insights into what works and so allows for optimization.
  
• Recognises when staff are doing a good job and can be rewarded, boosting staff moral
  
• Customer satisfaction is vital for growth
  
• Essential for improving loyalty rate, reducing costs and retaining customers.
  
• Happy customers will recommend your brand to others.
  

Why is customer service important?

Write down 3 things you learned in this lesson.

Task

In groups:

choose a customer type and write want the customer needs maybe for this type. 

We will then discuss each groups findings 

Ask 1 question about something you haven't quite understood yet.

Summary

At the end of the lesson:

• Understand the assignment
  
• understand customer types
  
• customer wants and needs