The importance of good customer service

 You are going to read four extracts from an article about customer service. For questions 47-56, choose from the extracts (A-D). The extracts may be chosen more than once .

 

In which section does the writer…

suggest that customers' comments may be more honest if not made to staff? 

47.-_____

mention the effect on sales if customers believe staff are not interested in them? 

48.-_____

say that presenting alternative courses of action can lead to a win-win situation? 

49.-_____

point out that if assistants do more than the mínimum, customers are likely to return? 

50.-_____

advise staff how to respond if a customer is dissatisfied? 

51.-_____

state that poor service stays in customers' minds?                                                   

52.-_____

refer to contact with customers through a range of channels?         

53.-_____

give an example of customers responding to employees in the same way they are treated? 

54.-_____

point out that customers' behaviour may not be explained by what has happened to them in the store? 

55.- ___

mention the value of customers recommending a business to other people?            

56.-_____

 

The importance of good customer service

 

A.-

"The customer is always right" is a famous business slogan. The underlying truth behind this statement is recognising that customers are the life blood for any business. Understanding the importance of good customer service is essential for a healthy business in creating new customers, keeping loyal customers, and developing an effective referral system for future customers. Excellent customer service begins at the initial greeting, whether that's in person, on the phone, or via email. In all of these situations, using good people skills will increase the chances of creating a positive impression. For example, saying helio with a smile to a customer who has just walked in the door will invite that person in and make them feel welcome. On the other hand, when an employee doesn't acknowledge the client, or implies they are an inconvenience, that customer immediately feels slighted, and that negative feeling doesn't get the customer in a buying mood.

 

B.-

If the employee gives good customer service on the phone, the initial greeting will be courteous. This makes the client feel comfortable. In turn, the customer will appreciate the pleasant greeting and usually be more agreeable on the other end of the phone. This is a much better situation for the client than leaving messages on answering machines, never getting any returned phone calls, or trying to extract some product information from an uncaring employee. Of course, good customer service goes beyond the initial contact. Answering customers' questions and helping them choose the right product or service that best fits their needs is a great example of going the extra mile. This kind of service establishes goodwill, and will eventually lead to loyal customers. Even if that person doesn't purchase anything at that time, the good shopping experience will encourage repeat business.

 

C.-

Think about how you've been treated whenever you've been the customer. If you've ever had a bad experience with a company, you know that it's not easy to forget the encounter. Perhaps a shop assistant was too busy stocking shelves to help you pay for your items. Maybe there wasn't anyone around to answer your questions or help you with some additional information. You might have had to deal with an employee who won't help you because of some company rule. In any of these instances, the managers or the owner of the store usually aren't made aware of the poor customer service. Instead, the people that do hear about it are many of the customer's family and friends. Word travels very fast when it comes to communicating negative experiences to the world. Especially with any internet business transactions, product reviews are quite common. Whether it's positive or negative feedback about a product or service, people write without inhibition about their shopping experiences.

 

D.-

When dealing with clients, sometimes there are situations that need to be resolved. If the customer is upset about a product or service they've received from the company, the first thing an employee should do is to listen. By taking the time to hear the entire complaint through, the customer feels that you careo Occasionally, the issue is actually not related to your company at a/f, but the initial problem is merely a catalyst for that person's frustration about other things. Either way, attentive listening will break down that barrier and begin to build a bridge to fix the situation. Usually, discussing different options will bring about a positive outcome for both sides. The retail business is extremely competitive, and there are no guarantees of a company's survival. Of course, other factors playa part, such as value for money, convenient opening hours, and so on, but in the long run, treating people fairly and with respect is the best recipe for success in retailing.

 

O’Dell, Felicity (2015) Advanced Trainer. 2^nd edition. Reading and Use of English Part 8 Test 6. Cambridge University Press: Dubai. Page 186.