customer service

University Degree Business and Administrative studies

Customer Service HND Business/Hospitality Year 1.

Assignment 1-research project.

Introduction.

For my customer care unit I have chosen Tesco as an organisation that I will research in depth. I will examine the customer service policy of organisation in detail. The areas of customer service culture, customer requirements and satisfaction level of customers in that particular organisation will also be covered in my assignment. I will look in to how Tesco provide customer care and service for business and services operations. One of my main resources for the assignment is Tesco’s customer service web page (.tesco.com /customerservices/custServAroundTheStore.htm)

1. Analyse a Customer service policy within a business and services context.

-Identify the reasons for using customer service policies.

FAMILY CARE.

When analysing the customer service policy and the different areas it covers shows, that Tesco’s really does value its customers. Tesco’s policy is referring to different kinds of people with different needs. One of their policies is to provide best children and family care. Tesco is providing the best facilities and environment for families so that parents and children feel comfortable when shopping in their stores. Tesco’s has more than 400 stores nationwide with baby changing facilities. These stores also provide emergency nappies and wipes. “For stores with no changing room we have installed changing mats in our toilets.” (). Tesco’s policy states: “Some of our smaller stores do not have these facilities but will help you and your child in any way possible.” Tesco’s staff duty involves offering help with packing especially if the customers have difficulty doing that e.g. elderly, parents with children, disabled. There is a relatively new feature called “p parent and toddler parking”. This enables safer and nearer access to the store. The permit parking badges can be obtained from the customer service desks in the store.

The other policy that regards to different types of trolleys states: “We endeavour to cater for everyone's needs.” Tesco provides different trolleys. Shallow trolleys for elderly people, so they do not have difficulty bending too low to put their products in the trolley or take them out at the checkout. Families have a priority to have the largest trolleys in the store, which apart from all shopping can also hold twins or triplets, which make it easier for parents to shop. Tesco is trying to make entertaining for younger kids as well so they have fun carts attached to trolleys.

In their following policy, we see how seriously Tesco take their customers’ safety: “We are continually looking for new ways to make our stores more family friendly”. In every store, all the revolving doors had been replaced with automatic doors for safety and convenience of the customers. “Finger safe doors (for little hands) have been developed.” – Tesco is not only making its stores safe for adults but for kids as well.

Special needs.

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Special needs.

Tesco want all their customers to be able to shop with them and get the best satisfaction possible no matter what abilities or disabilities they have. Policy: “Members of staff must always be available in store to assist customers with special needs.” (http://www.tesco.com/customerservices/custServForSpecialNeeds.htm ). All Tesco stores are equipped with standard wheelchairs and more than 120 have electric wheelchairs. All stores have disabled toilets, special parking spaces and even service call in petrol station where they have dedicated stuff to put petrol in the car and receive payment without the person with special needs getting out of the car. Customers who have sight deficiency have a privilege audio magazine called “talking TESCO” which the latest offers and has many article from Club card magazine.

At the check out.

Tesco’s policy is to reduce queues to minimum, as they know customer do not like to wait. When customers have to wait, complaints arise and in order for that not to happen Tesco’s staff does the following for us as customers: “Pack your bags how you like them to be packed, or unload your trolley, Fetch that essential product you've forgotten, Mind your kids whilst you pay, Help with your shopping to your car And much more.” (http://www.tesco.com/customerservices/custServCheckout.htm)

2. Explain the purpose of promoting a customer focused culture.

-Describe different communication types and how these are used to the best effect.

Face to face.

When dealing with a customer face to face the Tesco’s employees know exactly how to act in this situation. However it shouldn’t be forgotten that non-verbal communication involves 75% of the body language that’s why its important to have eye-contact, smile, keeping still etc when dealing with customers face to face. For example when dealing with difficult customers, which occurs quite often Tesco’s members of staff should be able to

-Make sure to feel confident and show the customer hat you are by sitting up or standing up straight.

-Listen carefully and emphasise, so that you show communication and at the same time working out the solution to the problem.

-Make sure to be patient and courteous.

-Check and confirm through asking questions, so that the problem that you are trying to solve does not cause a following problem.

-Offer choices of compensation so that the customer can be satisfy and make sure you do what you said you would do.

Use of telephone.

The ability to use telephone well is a big factor in showing good customer service. When answering the call in they have to feel glad that they called from the second the phone is answered. “Every week customer services answers 80,000 calls to our customer service centre.”( http://www.tesco.com/customerservices/custServAroundTheStore.htm). Tesco’s insure that the employees that do answer the phone are well trained because poor telephone skills can cost Tesco their customers and they cannot and do not want to loose them. When dealing with customers the employees must be trained to:

-Answer the phone within 3 rings

-Say their name and state Tesco name and which department e.g. “Good afternoon! Tesco’s direct. Anna speaking, how can I help?”

- Find out what customer requires

-Be courteous

-Transfer only as the last option

-Ask to wait NOT hold the line

- Avoid piped music

-Assure the caller that Tesco team is dealing with the request as quickly as possible

-Return regularly and inform the customer of what’s been done if the call lasts long

3. Investigate customer requirements and satisfaction levels.

Assess a range of sources which provide information concerning customer requirements and satisfaction levels.

Understanding what customers need is an important part of ensuring that a business can provide goods and services that will deliver satisfaction to the customer and build and retain customer loyalty. “Every year customer services receives 5,000 letters through the post.” (). It is easier to gather information from about buying habits of our customers rather than assessing whether the customers are satisfied or not with the customer service.

Loyalty Card.

Tesco has different ways of finding out customers’ requirements and satisfaction levels. The buying habits (requirements) can be monitored through Tesco loyalty card. Tesco encourage their customer to obtain a loyalty or card and use it at all times by giving point and offers,: “Tesco Clubcard is our way of saying thank you. Collect Clubcard Points on your shopping, and we'll send you Clubcard Vouchers 4 times a year to say thanks.”( ).

Customer Question Times.

Satisfaction level and customer requirements can be monitored by getting feedback from the customers directly for example in meeting.

Tesco’s had been holding customers meetings for the last 10 years called Customer Question Times as well as using questionnaires and surveys. In these meetings customers are invited to come to their local store and talk to the management team about their shopping “likes and dislikes”. “It's their chance to give us feedback on what they feel is good and not so good about our stores and business. Customers feedback is prime importance to us to ensure we continue to offer the right range, service and quality products they have to come to expect from us.” ()

Mystery shoppers.

“Mystery shoppers” is another way of assessing Tesco’s customer service. These are the people employed by our business to go shopping and give feedback on the services that they receive from Tesco. It is important not only to gather the information but also to assess it in order to set aims and objectives to remove the cases of poor customer service and to increase its quality.

4. Provide customer care and service for business and services operations.

Describe the differing and specific needs of range of business and services customers.

Tesco’s has a range of customers in different age groups, different ethnic back grounds and different abilities. Tesco does it best to satisfy all its customers with the range of products that they provide and the range of services. For families for example, there are services such as children fun carts attached to trolleys, baby changing facilities, baby products, and customers with toddlers can even ask to warm up a baby bottle in the stores that have cafes. When customers with kids use their loyalty card they tend to send these customers vouchers and offers and baby food and nappies because there is a tendency shown through the loyalty card.

For people with disabilities Tesco provides help with things like packing the bags and escorting around the store. Tesco ensure that there is always enough staff in the store to help people with disabilities to get the products they cannot get or reach. Facilities like wheelchairs and toilets for disables are also available at every store. For those customers who require hearing aid Tesco has a system to help improve service to hearing impaired customers. “Induction loop is available on selection of checkouts, customer service desks and tobacco kiosks”. (http://www.tesco.com/customerservices/custServForSpecialNeeds.htm)

Those customers who have problem moving around such as disables or elderly can order their food online or by telephone and it will be delivered to their doorstep.

All the customers are coming from different background and their class varies, some can be wealthier then others. Tesco insures that their customers are able to shop I the stores regardless of how rich there are. That’s why they provide variety of goods with different prices. For example Tesco’s white, medium sliced bread can be purchased just for 35p whereas Hovis white, medium sliced loaf would cost more then double of that.

Consumers always prefer customisation and dislike standardisation, which means that consumers like a variety of choice. Therefore Tesco’s expanded their business and they are not only dealing with groceries now. It now also deals with electrical goods e.g. phones, broad band televisions etc; finance e.g. insurances, loans, break down covers etc and many others.

Tesco’s has done so in order to involve all different groups of people with different interests. In order to satisfy customers Tesco is providing them with the goods that they wish to see on the shelves on TESCO stores. This organisation makes sure that all of our goods are not only well presented on the outside but also stand up to high standards of quality.