Ingredients are important for all customers because of their preferences, religion, diets and foods that are fit for their consumption.
Some consumers may not like apples. Therefore, they would read the ingredients to see whether the pie contains apples because they would not purchase apple pies.
Due to religion Muslims and Jewish customers would only eat certain types of foods. Muslims will only halal meat because Islam permits them to only eat this because it has been slaughtered in a special way. Jewish people will only eat food that has been prepared according to the Jewish rule and rituals. Therefore, Muslims and Jewish customers expect to see on the packaging of the pie to highlight whether the food is halal or kosher.
Customers who are on a diet would be aiming to eat a balance diet. These customers expect to see nutrition information on the packaging of the pie informing how much energy, carbohydrates and fat they will gain due to eating the pie. This is so that they comply with there diet.
Some customers have allergies. This stops them from eating certain foods such as nuts. These customers need product information so that they are informed if there are any nuts in the pie.
AFTER SALES SERVICE
After sales service is the exchange of goods. This is an important service for customers because they may have bought a faulty product or no longer like the product they purchased for many reasons. If for instance a customer bought a jumper which they realised had a hole after purchasing it. They would demand an exchange or a refund. Customers are entitled to a refund, repair, replacement and maintenance.
Morrisons has a no questions asked policy. If for some reason a customer is unhappy with their purchase, they can return their purchase for a full refund. Morrisons want to keep their customers happy so that they are satisfied and come back for repeat business. Even if Morrisons loses money, they will still allow customers to exchange goods in order to keep their customers happy and to ensure that they continue to shop ay Morrisons.
RESPONSE TO QUERIES
Another important customer service is response to queries. Customers want information regarding a wide range of topics. Customers want a quick, efficient, accurate service otherwise they will become distracted.
Morrisons have a large helpdesk adjacent to the entrance. There is friendly customer service available here. The staff provides the solution to customer’s problems. Customers can also ring in. Customers want a quick reply. Sometimes the staff at the customer service help desk can not provide an answer to customer’s queries, so customers are given a time scale when they would be either rung back or may have to ring the customer’s service desk back. If for instance, a customer purchased a Hi-Fi system which did not contain an information booklet like stated. The customer would inform Morrisons customer services who must reassure the customer that they will deal with the problem. They will send the booklet within the time scale informed.
RANGE OF PRODUCTS
It is vital that Morrisons offers a wide range of products. This is so that customers can choose from a variety of products so they can select a product that satisfies them.
A wide range of products at Morrisons means that products are aimed at a larger market which will increase the number of customers that shop at Morrisons. Products will be continuously improved and differentiated.
Customers demand a large product range so that their needs are satisfied and they have more choice and can purchase a product that satisfies their preferences. For example, if a customer was to purchase a pair of shoes. They would expect to see a large variety of sizes to choose from. They would expect to see different designs and colours from which they can select the appropriate pair which matches their preferences.
REFUNDS AND EXCHANGES
It is essential for any businesses to make sure that customers are aware of their refunds and exchange policy. Morrisons display their policy in-store. However, they do not display their policy on their website. This could be improved by it being displayed on their website.
Morrisons has a ‘no questions asked policy’. If for some reason a customer is not satisfied with their purchase, they are permitted to either a refund, exchange, replacement or maintenance. Goods that customers are not entirely satisfied with can be returned without any questions asked. Customers’ statutory rights are not affected.
Customers demand refunds and exchanges. This is because they may have bought a faulty good such as a damaged jumper. They would want this product to be exchanged for a jumper which is not damaged, purchase a different product with this money or may even want their money back.
RESPONSE TO COMPLAINTS
Another important service for the customers is response to customers complaints. If complaints are not dealt with quickly and efficiently, then there is the possibility that Morrisons may loose their customers. To ensure that their customers are satisfied and continue to shop at Morrisons, Morrisons provides a customer service help desk where customers can make complaints. Customers can either ring in to the customers’ service helpdesk, write to the customer service department address which is visible at the back of some products and can be found in store or online. Customers can also make complaints by visiting any Morrisons store and make their complaint at the complaints desk.
For instance, a customer may complain that Morrisons do not sell trousers in their size. Morrisons need to reassure this customer that they will deal with this problem by selling trousers in more sizes.
RESPONSE TO ORDERS
Although Morrisons do not provide online shopping, it is likely that they will have to respond to orders. For instance, if a customer wants to buy a Heinz Baked Bean can and they were all out of stock, Morrisons will tell the customer when they will order more cans. The customer expects the order to be placed quickly and will want to see the baked beans in the Morrisons store quickly and within the time scale Morrisons had informed.
SIGNS AND ADVERTISING
Morrisons advertise on television, billboards, leaflets through the post and in shop windows. They make customers aware of the products they offer and highlight what the bargains are e.g. buy one get one free.
Around the Morrisons store there are signs indicating where products can be found which makes it easier for customers to shop. Hanging from the ceiling and are clearly visible are signs that informs shoppers of the different sections e.g. groceries, health & beauty and home & leisure. Under the names of the different sections are headings e.g. tinned foods, baby products and videos. This is so that customers know there way around the store and can quickly and easily locate products without spending a lot of time any experiencing any difficulties.
