Unit 3 Customer Service
Customer Service Level 2, Unit 2
Section 1 – Understand the factors that affect an organisation and the customer service role
LO1 Understand customer service policies within business and services context
1.1 discuss reasons for using customer service policies
1.2 discuss the purpose of evaluating a customer service policy, indicating how this can assist future staff training and development
Complete the table below with a description of the products and services for at least two commercial organisations, public organisations and third sector organisations.
Please ensure you provide a description for each organisation, rather than a list.
Organisation type| Name of organisation| Description of products and services| Commercial organisation| McDonalds| McDonald’s is a food service retailer and aimed at making profit and its restaurants are owned and operated by local people worldwide. Its mission is becoming a leader in food sector and best customer service according to their needs. Their main product is food.| Commercial
organisation| Hilton Hotels & Resorts| Hilton Hotels are the leading name in service industry and most recognized. They are either owned , managed, or franchised to independent operators by Hilton Worldwide. Their main purpose is to give their customers individualised service and best hotel quality. | Public organisation| NHS ( National Health Service)| NHS is publicly funded healthcare system and politically accountable to the government. The service provides a comprehensive range of health services, the vast majority of which are free at the point of use for residents of the United Kingdom| Public organisation| HM Revenue & Customs| HMRC is the UK’s tax authority, responsible for making sure that the money is available to fund the UK’s public services and for helping families and individuals with targeted financial support.| Third sector organisation| Marie Curie Cancer Care| It is a UK charity organisation providing support to people with cancer and other terminal illnesses. Moreover the organisation dedicated to raising awareness and funds for cancer and terminal illnesses also provides care services or fund specialist healthcare professionals. Their services are nursing, hospices, research and campaigning for patients.| Third sector organisation| The Salvation Army| The Salvation Army is a Christian denomination and international charitable organisation organised in a quasi-military structure. Their services are based on working with people who are vulnerable and marginalised across the world and offer very practical help, unconditional assistance and support regardless of race, religion, gender or sexual orientation.|
LO2 Understand the purpose of promoting a customer focused culture
2.1 evaluate different communication methods and how these are used to best effect
2.2 analyse how customer perception is influenced by customer service provision
Complete the table below by describing the differences in customer service between commercial, public and third sector organisations. You should outline customer service roles in each organisation and highlight the differences in how customer service is carried out across these organisations. Organisation type| Description of customer service and the differences between organisations| Commercial organisation| Customer service is the whole activity of identifying customer needs in all their complexity, satisfying them fully, and keeping them satisfied. Also means talking and listening to customers. This helps a business anticipate their requirements and respond promptly to any problems. Customers are people who buy products and services. Commercial organisation could be based on product or service. Good customer service can influence several business factors such as customer retention, loyalty and market. In this kind of sector companies have competitors. There is one way to make a business stand out from its rivals and gain an advantage is to offer high quality customer service| Public organisation| Public services are opening up to more and more competition. Customer service plays a big part in public sector. How public sector organisations treat customers, how they deal with their feedback and complaints and how they change what they do a result. These factors shape the services that people want and value. At a time reduced budgets and stretched resources, the success of customer focused strategies becomes essential to every organisation. Customer satisfaction and loyalty are often seen as vital for survival and success. Public sector organisations have also come to realise that looking after their customers and taking the opportunity to learn from them enables delivery of services that are both effective and efficient. Public organisations need to listen to their customers on social media platforms, through verbal conversations and other communication platforms. They must act on the findings and ensure that processes are put in place to improve workforce management and training. Public organisations could learn from examples and
best practices in the private sector.| Third sector
organisation| An important part of customer service within third sector organisations is communicating information with donors and volunteers in order to thank them for their efforts and donations. It is important that all communication is timely, informative and provided in the way the individuals has requested. With this in mind some charities implement customer service procedures to ensure they are constantly in contact with donors by providing them with one to one communication with a charity worker. The majority of charities offer donors and volunteers options regarding communication and interaction, for example, telephone, e-mail, post, websites and blogs. Organisations in the third sector also must ensure that they have a good balance of communication with both donors and volunteers.|
LO3 Be able to investigate customer requirements and expectations
3.1 assess sources of information on customer requirements and satisfaction levels
3.2 carry out research on customer requirements and satisfaction levels for a selected business, suggesting potential improvements
In relation to your current organisation (or one that you are familiar with), outline the part that customer service plays in this organisation and its industry as a whole.
McDonalds is the largest chain of fast food Corporation in the world. McDonalds prides itself on delivering only the highest levels of quality, service and cleanliness to all of its customers in each and every restaurant. The key to their continued success is continually monitoring and acting on the feedback given to them by the customers. They strive to be a progressive market leader and can only stay ahead of the rest by listening to the most important ambassadors of their brand and customers.
The most important part of customer service is staff’s communication with customers at counter and serving areas as well as the quality of food. One of their priorities is to provide exceptional customer care by exceeding their expectations, which includes finding ways to add personal touches that go beyond convenient locations, quick service, clean restaurants, and quality products.
LO4 Be able to provide customer service within business and services contexts to meet required standards
4.1 deliver customer service in a business and service environment
4.2 review own performance in the delivery of customer service and make recommendations for improvement
Who are the major competitors to your current organisation (or one that you are familiar with)?
As McDonald’s is in food sector its major competitors are Burger King, KFC, Starbucks, and Subway.
Identify at least two factors that could affect the reputation of your current organisation (or one that you are familiar with).
Improving customer service will also improve an organisation’s reputation. Reputations can be positive or negative.
For McDonald’s failing to understand culture could make a negative impact on customer service there by affecting the company’s reputation in a bad way. For instance in Beijing, the cultural norms and expectations require a high level of interaction with the customers, so at least one member of staff is employed to deal with public relations and over five receptionists are employed to look
after the children and speak to the parents. Another factor that could affect the reputation of McDonald’s could be being fast and accurate during the food serving. Taking the orders politely, making eye contact with customer and being able to answer customer’s needs and questions, being fast and accurate with their orders could make customers come to the restaurant again so that it