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Importance of Customer Satisfaction and Customer Service in Business

Understand the definition and benefits of customer satisfaction and customer service, and how they contribute to repeat business. Learn about the do's and don'ts of customer service and the role it plays in a business's success.

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Importance of Customer Satisfaction and Customer Service in Business

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  1. Lesson Objectives • To give a definition of customer satisfaction and customer service. • To be able to state at least three benefits to a business of high levels of customer service. • To be able to understand the importance of repeat business and how customer service and customer satisfaction play a role in securing repeat business.

  2. Starter • Complete the “Do’s and Don’ts” of customer service in your booklets • This is your opinion – What would you expect of a customer service representative?

  3. Customer Satisfaction Customer Satisfaction should be the core of every business if it is to be successful. Dissatisfied customers might not buy again from the business. They will also talk about what has gone wrong with friends and colleagues. The reputation of a company is therefore at stake. In contrast, if customers are satisfied with the good or service, they will buy again and tell other people. This is called “Word of Mouth” and is a very important method of promotion for a small business Customer Service A business can ensure it has satisfied customers in a number of ways, however good customer service is key. Customer service is the experience that a customer gets when dealing with the business, and the extent to which this experience meets or exceeds the customers needs and expectations.

  4. Benefits of good customer service • Increased sales – more likely to try out other products/services too • Customer loyalty –more likely to be a source of repeat business and to recommend the business to friends and family • Enhanced public image – helps build a brand and provides protection if there is a slip-up in customer service • More effective workforce – satisfied customers help create a positive working environment

  5. Customer satisfaction and good customer service… …will result in repeat purchases. Every business wants their customers to return to them rather than choosing one of their competitors. To ensure this happens the business but provide what the customer wants

  6. How to secure repeat purchases Accessible website Selling experience Promotions Friendly staff Effective customer service Prompt delivery Cheaper prices than competitors Business offering

  7. Exam Questions: • Explain the importance of (a) quality of work and (b) dealing with complaints to the success of Libby Headon’s business. • 3 marks for both A and B • How does repeat business contribute to the success of Libby’s business? (3) • ‘A successful plumbing business is all about customer service’. Do you agree with this statement? Justify your answer. • Give both sides of the argument

  8. Mark Scheme • Out of 15 A – 13+ B – 11-12 C – 9-10 D – 7-8 E – 5-6

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