Unit 204 Promote additional services or products to customers (Optional)

Revision flash cards

Methods that could be used to inform customers about additional products of services that may be of interest to them are:
  • at point of service
  • by post
  • by telephone
  • by email.

It is important to know:
  • what your products and services can and cannot do
  • what your competitors offer and what their products and services can and cannot do
  • the features and benefits of your organisation’s products and services
  • the after-sales services on offer
  • the target market for your products and services – the additional and complementary products and services that your customers may be interested in.

An organisation may hold customer data on record:
  • customer’s name
  • address
  • account details
  • previous purchases
  • feedback on a product or service
  • user evaluation
  • warranty/guarantee records
  • records of complaints.

Up to date customer records allow an organisation to:
  • check on satisfaction,
  • inform them of new products and/or special offers
  • maintain a link with their customers, thereby encouraging loyalty.

A product is produced by a manufacturing process while you subscribe to a service
An after sales service provides support for a service or a product after purchase
Features are the distinctive parts of the product or service
Benefits are what the features bring to the customer
Ultimately, customers buy the benefits offered by the product/service
Organisations promote the benefits of the features
Benefits fall into the following categories:
  • security/peace of mind
  • time saving
  • money savers/makers
  • health and safety
  • status/luxury
  • convenience
  • comfort
  • flexibility
  • enjoyment
  • to comply with legislation.

A USP - unique selling point - is what makes a product different or better from its competitor(s)
A USO – unique service offer is what makes a service different or better from its competitor(s)
Sources of information about products and/or services within an organisation:
  • catalogues
  • brochures
  • price lists
  • colleagues
  • internet
  • intranet
  • training sessions
  • organisational product and/or service information/literature
  • word of mouth from customers.

Promotion methods:
  • leaflets
  • telephone calling
  • demonstrations
  • mailshots
  • promotional videos
  • newspaper (national and local) advertisements
  • television advertisements
  • local/national radio advertisements.

Organisations promote
benefits NOT features
Customer service equals the totality of what an organisation does to meet customer expectations and produce customer satisfaction
Formal customer feedback
  • questionnaires
  • comment cards
  • competitions
  • focus groups or surveys (telephone or mail).

Informal customer feedback consists of chance remarks or comments, verbal or in writing by customers without being asked.
Customer loyalty can be rewarded by:
  • points programme
  • loyalty scheme
  • special offers.

Customer loyalty is important because it is easier to repeat business with an existing satisfied customer than it is to find a new customer
A brand logo is a visual reminder of what the company is offering and promising customers
Common causes of complaints:
  • faulty goods
  • poor quality
  • incorrect stock
  • failure to return calls
  • failure to meet deadlines
  • poor attitude of staff.

Service deliverers should always be professional despite difficult circumstances such as being under pressure through lack of time, during busy periods.
The range of interpersonal skills required for effective customer service include:
  • oral communication skills
  • written communication skills
  • non-verbal communication skills (body language)
  • telephone skills
  • questioning skills
  • listening skills
  • decision-making skills
  • problem-solving skills
  • information-gathering skills
  • personal development skills
  • team working skills.

Sale of Goods Act – requires goods which are sold to be
  • merchantable (i.e. satisfactory) quality
  • as described
  • fit for purpose

Supply of Goods and Services Act is involved with supply of goods or services to customers; e.g. work done, and products supplied by tradesmen and professionals
Unsolicited Goods and Services Act coversgoods or services, not ordered by customers – traders cannot charge for goods or services they have sent to customers without their being ordered
Trade Descriptions Act says you must not falsely describe something for sale, must not make false claims for services, accommodation or facilities
Consumer Protection Act statescustomers can claim compensation for death, injury or damage to property over £275 if a product they use turns out to be faulty
Consumer Credit Act protects customers when they buy or borrow on credit – gives customers a wide range of rights
The Consumer Protection Regulations gives protection to customers who shop by ‘phone, mail order via the Internet or digital TV
Codes of Practice include:
  • guidance on how to deal with customers.
  • how members should deal with complaints and customer problems;
  • guidance to customers on how to make a complaint
  • how follow grievance procedure.

Organisational ethics include:
  • personal qualities such as responsibility
  • integrity
  • honesty
  • openness
  • ethical leadership
  • pride in reputation
  • social awareness.

Organisations are either:
  • public
  • private
  • voluntary.

The necessary qualities for dealing with customer problems are:
  • tact
  • good communication and listening skills
  • ability to gather information
  • problem solving skills
  • ability to work with others.

To solve customer service problems you need to:
  • understand the problem
  • identify the cause
  • discuss possible solutions
  • solve the problem, removing negative emotions.

Deal with complaints by taking the HEAT:
  • Hear
  • Empathise
  • Apologise
  • Take Ownership.