Meeting the needs of customers

If a shop or business is to secure a purchase by a customer, and make them happy enough to want to come back and purchase the same product again, they will need to provide the following functions:

Providing information: product information must be accurate and available on demand. If, for example, a customer phones a supplier of computers, s/he will want to know their latest prices, technical details about product performance, and earliest delivery dates. The person who answers the phone should be able to supply these details verbally or be ready to fax or post them promptly. If they are not quick to respond, the customer may go elsewhere.

Exchanging goods. There is nothing more annoying than having the wrong items delivered, or, worse still, finding that a product you have bought does not work properly when you take it home. Making an exchange should be a simple matter of returning the goods to the shop or supplier from which they were purchased. If it is not a simple matter, either because alternatives are unavailable, or because the sales staff are suspicious or uncooperative, then the chances are that the customer will want their money back instead, and the sale will be lost.

Giving refunds. This again should be a simple matter involving no more than some quick paperwork and a signature to verify that money has been refunded. If the honest customer is refused a refund, or has to wait for a long time for a refund, then the organisation is unlikely to obtain repeat trade from the customer and may even face a legal action to claim the money back.

Dealing with complaints. Customers who believe they have received poor service should be able to complain on the phone or in writing to someone with enough authority to investigate the complaint and rectify it. Complaints can range from faulty product and inefficient service, to misleading or inaccurate information – for example, the holiday brochure that fails to mention the building site next-door to the hotel. Problems will arise, and organisations need to deal with them tactfully and quickly or repeat business will be lost and corporate image may suffer.

Catering for special needs. Although many large firms mass-produce a limited range of products, there are many ways in which products and customer services can be personalised. For example, customers buying new cars may be able to choose different combinations of hi-fi units, upholstery fabrics, exterior paintwork, and colours from a wide range on offer. Cars with chosen features can often be made available within a relatively short period of time. Similarly, following a personal visit from sales staff to take measurements, double-glazing windows can be produced and fitted to meet customer requirements.

An organisation should also not forget that some customers may be disabled. The provision of wheelchair ramps, Braille lettering on lift buttons in shops and offices, and home visits for physically handicapped or housebound customers, are just some ways that these groups can be catered for to secure their purchases and improve the image of the business.

Дата добавления: 2015-12-08