3 2. CUSTOMER SERVICE

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1 2. CUSTOMER SERVICE Many retail roles involve daily contact with customers, so customer service is important for many employers. After all, first impressions count and if a customer has a good impression of your shop or store then they are more likely to return. KNOWLEDGE AND UNDERSTANDING Discuss with your supervisor or manager what your employer expects in terms of customer service. Many retail businesses have standards of customer service that you will be expected to know and demonstrate. Good customer service maintains the loyalty of existing customers and attracts new ones. 76

2 BTEC Unit 1: 1.1, 1. Task 1a Using the table below, identify the key features of good customer service and at least three examples of bad customer service. Good customer service Being polite and friendly, presenting a positive image of the business Bad customer service Being impolite or impatient with a customer BTEC Unit 1: 1.2, 1.4, 1.5 Task 1b Both good and bad customer service can affect a retail business. If a customer receives bad customer service, they are more likely to go elsewhere next time. However, if they receive good customer service, they are more likely to become a loyal customer, returning time and again. Use the table below to identify the ways in which good and bad customer service can affect a retail business. How good customer service affects a retail business How bad customer service affects a retail business 77

3 BTEC Unit 1: 1.5 Task 1c Good customer service is one method of maintaining and increasing customer loyalty. Using the table below describe three other methods of maintaining and increasing customer loyalty that retail businesses may use. Method How this works Mystery shoppers A regular measure of how the business is performing in terms of customer service, etc. BTEC Unit 1:.2 Task 1d Many businesses collect customer feedback in order to monitor and improve customer service. Describe below how your employer collects customer feedback and how this is used to improve customer service. 78

4 BTEC Unit 2: 1.1, 1., 1.6 Task 1e Customer service in a retail business is often all about the selling model. This model has five steps, from approaching the customer through to closing the sale. i) Thinking of a customer you recently served, describe below what you did at each stage of the selling model. 1. Approach the customer and build rapport 2. Establish what they require. Find the right product and sell the benefits 4. Look for buying signals and action them 5. Close the sale 79

5 ii) Why is effective questioning so important to the sales process? How does this relate to your organisation s guidelines for recognising what the customer wants and responding appropriately? Why is the closing of the sale so important? Present your answers in the box below. BTEC Unit 1:.1,.2 Task 1f Your employer probably has customer service standards that you are expected to meet, and customer service policies and procedures that you are expected to follow. Use the table below to explain what customer service standards, policies and procedures are and describe their benefits to customers. Customer service Benefits to customers Customer service standards are Customer service policies are Customer service procedures are 80

6 BTEC Unit 7:.1,. Task 1g The cashier is responsible for collecting the money paid for goods. In some instances they will be the only member of staff that customers have contact with. In other instances they will be closing a sale for a colleague who has dealt with the customer up until that point. To demonstrate your knowledge of the responsibilities of the cashier and what further services can be offered at this point, answer the following questions. i) What are the cashier s main responsibilities for serving customers at the payment point in your shop? ii) What additional services can be offered to customers at the payment point? This need not just be the additional services that are available at your shop it could include services available at other shops. Age-restricted goods It is important for employees working in a retail environment to know and understand the age restrictions on the goods they sell. Age restrictions are set by law and selling an age-restricted product to anyone under the legal age can result in legal action being taken against both the employee and the employer. 81

7 BTEC Unit 7: 4.1 Task 2a Use the table below to list examples of age-restricted goods and the restrictions placed on those goods. These can be goods that are sold in your shop or by other retailers with which you are familiar. Goods Age restriction Video games Depending on the certificate, these may be suitable for all, or suitable only for those aged 15 and above, or those aged 18 and above. BTEC Unit 5: 6.1, 6.2 Unit 7: 4.2 Task 2b If a restricted item is sold to someone under the legal age, there may be consequences for both employee and employer. Which of these five consequences may an employee face and which ones may an employer face? Write each one in the table below under the correct heading. Prosecution Fine Loss of licence Imprisonment Penalty notice Consequences for employee Consequences for employer 82

8 BTEC Unit 5: 5.2 Task 2c If your shop sells age-restricted items, there will be a procedure for refusing sales if the cashier suspects a customer of being under age. When you refuse to sell age-restricted items, you will need to record your refusal. What do you think are the benefits of recording admission and sales refusals for age-restricted items? Record your answers in the box below. BTEC Unit 5: 5.1, 5.2 Unit 7: 4. Task 2d Produce a five-minute presentation about the sale of licensed and age-restricted goods. This presentation can be to your peers or to your assessor. The purpose of the presentation is to explain why certain goods are restricted and how employees should handle the selling of restricted goods. Your presentation should cover: why the law restricts the sale of certain products the retail business s and cashier s legal responsibilities and obligations for selling age-restricted and licensed goods the procedures to follow for challenging customers to provide proof-of-age documents how to refuse the sale of restricted products to minimise the risk of conflict how to manage conflict arising out of challenges and refusals. 8

9 EVIDENCE GATHERING In this activity you will identify an area of your work that will capture evidence of how you deal with customers over age-restricted goods. Your assessor will help you to identify suitable items of evidence. You need to gather evidence of activity within areas of your work to demonstrate: that you know and understand your retail business s procedures for refusing sales on age-restricted and licensed goods. Suggested evidence may include: a sale refusals logbook. BTEC Unit 5: 6.1, 6.2 Unit 7:.2,.4, 4. PROFESSIONAL DISCUSSION Your assessor will conduct a professional discussion with you, which will capture evidence necessary to prove your level of knowledge and understanding of topic areas. Below are some topic areas you will need to consider when preparing for the professional discussion with your assessor: the role of the cashier the legal responsibilities of the employee and employer when selling licensed and age-restricted goods. Your assessor will plan the content of your professional discussion and will advise you on how to prepare beforehand. The professional discussion may cover more than this section of your Assessment Workbook. Discussion process The discussion process will offer you the opportunity to show that you know and understand the role of the cashier and your own and the business s obligations around selling restricted goods. To prepare for your professional discussion, you should think about how you could answer questions such as the following. What are the common problems that may occur at the payment point and how can the cashier help to resolve them? How can the cashier help to promote additional sales at the point of payment? Why are sales of certain products restricted under law? What are the possible consequences of selling licensed or age-restricted goods to under-age customers? 84