In this next section, I am going to discuss the customer service within Corus.

Unit 2B Customer Service Asif Hussain

Customer Service

Customer service is the provision of labour with other resources, for the purpose of increasing the value that buyers receive from their purchases and from their purchases and from the processes leading up to the purchase.

Internal Customers

The internal customers at Corus are their management and employees. Their board has the ultimate responsibility for the management of the business and the strategic development of Corus. Corus’ day-to-day management is conducted through their Executive Committee. The employees at Corus vary from IT specialists to highly skilled steel workers.

External Customers

The external customers at Corus are their suppliers moreover customers. Corus’ competition is from other Steel companies namely Mittal Steel, Arcelor and Riva Group. Corus are a leading global supplier to many of the most demanding metal customers around the world. They supply a variety of innovative solutions to a broad range of markets. These include construction, automotive, packaging, aerospace, energy and engineering industries.

Customer expectations of Corus

Meeting customer expectations

Corus can meet these expectations of their customers by doing the following. Corus can keep a close eye on their rivals like Mittal Steel, to make sure that their own prices are competitive. If Corus do not they will lose customers. Their customers, who would like clear and honest information, are helped by the labeling of Corus products. Corus customer service department helps the customers in purchasing goods and service by answering their questions. If Corus sold a product to their customer, who may then return it due to faultiness, they can carry out such repairs quickly and efficiently, and replace faulty products without delay. Corus can reply promptly to the complaints about poor service or the low quality goods. Corus can give their customers numbers and addresses where they can contact customer services when necessary.

Importance of Customer Service

Customer service is important for Corus because they will benefit in several ways. Corus could benefit immediately and in the long term. They can win new customers, which will make them become more competitive. As Corus give good customer service, the customers will become loyal to them and thus less tempted to buy from competitors. It will also improve their companies name and image which will influence the views of others and therefore win more customers. Corus can retain its share of the market with the loyalty of the customers, and the new customers won ...

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Importance of Customer Service

Customer Service and Consumer Protection Legislation

Corus has the duty to protect consumers and customers from unfair practices.

Laws affecting Corus

There are various regulations that protect customers which furthermore affect Corus. One of the main laws is the ‘Health and Safety Act, 1974’, which forces Corus to make sure that the packaging and labeling of any of their products is always regulated. Further laws that influence Corus is the ‘Consumer Protection Act, 1987’, this law associates dangerous products also consumer safety. Corus deal with steel products which are hazardous pieces of material and therefore they must be careful that no damage is done to any of their customers by these products. This act also ensures that Corus must not mislead their customers to the price of any of their products as well as give the wrong impression about consumers over sale prices and exaggerate price reductions.

Corus must not make false labels of any of their products. Under the ‘Trade Descriptions Act 1968’, Corus are prohibited to give a false or deceptive description of their products and services. Seeing as Corus deal with heavy products when trading, the weights and measures of the specific item must be accurately and clearly labeled, this is stated under the ‘Weights and Measures Act, 1986’. Corus must make sure that all their products are of a satisfactory quality; this means that they are safe, they last for a reasonable amount of time, and they fit for their intended purpose and have nothing wrong with them. This is mentioned in the ‘Sale and Supply of Goods Act 1994’.

What organizations can improve Consumer Protection

The government can persuade companies like Corus to improve their consumer protection as they set the laws and regulations by which any business operates. If Corus have a poor standard of consumer protection then Trade Unions and governments can encourage them to exceed the stage they are currently at. However, Corus have priorities, and one of them is to ensure the health, safety and well being of their employees, customers and consumers. They also aim to continuously improve safety performance and guarantee safe operating practices.

Importance of Consumer Protection Laws

It is imperative that the government and the EU pass laws to protect the consumers to stop firms exploiting them and ripping them off. Customers are also protected of shoddy goods and services, unsafe items, being misled over prices, and other malpractices. They also give rights to retailers or sellers of goods who act in accordance with their legal responsibilities and this helps to protect them against false allegations and claims from unscrupulous customers.

The UK Government is elected by the general public, and the failure to protect to protect vulnerable group will result in adverse publicity for the Government. Therefore, people may vote for the opposition at the next General Election of the Government fails to protect their interests.

Customer Service and Customer Satisfaction

Corus have to measure the satisfaction of their customers, nonetheless if they do not, and then they will not know whether:

Customer expectations are being met.
Customer service is improving or getting worse.

Remain Competitive

If Corus use customer service to a very high standard they can remain competitive in the steel market. Excellent customer service will enable Corus to compete successfully with the likes of Mittal Steel and Arcelor etc. Corus could measure customer satisfaction in order to make comparisons with their competitors. By this, they could compare their own data on customer satisfaction (it is when customers are happy with products provided by a business) with its competitors data. If Corus obtain a superior level of customer satisfaction than i.e. Mittal Steel, this would please Corus’ managers, however the areas in which they struggle and are lower than their competitors, Corus could then improve on this.

Identifying Customer views

If Corus want to remain competitive they need to gather and evaluate information about their markets. They will need to be aware of:

Customers’ opinions on their products
What strengths and weaknesses of competitors
What future predicted sales of products are
What items and services customers would like to purchase

Below are several ways in order to investigate customer’s views

Employees improving Customer Service

The employees at Corus play a big part in good customer service. Corus use their staff to improve their customer service so the company could strive forward. For any business, their employees should possess the appropriate skills and attitudes. Corus train their employees to make sure they comprehend the business and its products; therefore they will be competent enough to answer customers’ questions.

Corus also want to make sure their employees when communicating with customers talk politely and give clear answers. This is imperative when their staff will talk on telephones. Corus would want their employees to be quick, helpful and pleasant when answering customer’s questions. This will give the Corus better chances of selling products and gaining loyal customers. Corus also make it easier for customers to recognize their employees by handing them uniforms.

Corus’ use of technology

Corus will be able to improve their business in numerous ways when using technology. Corus’ website ‘www.corusgroup.com’ offers information about their products and businesses and also answers questions concerning their customers. Despite the fact that Corus do not sell their items through the internet, their customers who have problems or complaints can contact the business. They also give inquiries and addresses.