Internal Assessment worth 25% of overall grade. This unit is completed in Yr 10
The purpose of this unit is to review the quality of the customer experience in a retail organisation.
Why is customer service so important? What do customers want when they shop? Why do customers buy in one store rather than another? Why do customers return and show loyalty to a certain store or chain? Why do customers stop using an organisation? These are all important questions to retailers. By finding answers to these, we can learn what customers see as a good or bad experience and help retailers to assess and improve their performance. In an increasingly competitive environment, knowing your customers’ views on their experience enables retailers to focus on delivering a quality customer experience to meet the demanding and diverse needs of their customers.
Customer service departments are responsible for developing customer service policies and standards, providing training to staff and collecting and interpreting customer feedback. In store, customer service representatives and after sales service representatives ensure that customer service is maintained before, during and after a purchase. Personal shoppers are sometimes employed in certain retailers to provide a personalised and focussed service. Mystery shoppers are used to monitor and assess customer service. In this unit you will learn about the principles of customer service and how retailers use these to set the standards that are at the heart of the customer experience. You will explore and gain an understanding of how customer service affects the behaviour of both customers and employees.