3.4a Good Customer Service

Customer service can be broadly split into two categories: pre-sale and post-sale. Both are importany parts of customer service.

Pre-sale

Everything leading-up to the point where the sale is actually finalised.
Example: in a shop, the point at which the customer pays

Post-sale

Also known as "after-sales"
Meeting the customer’s needs after payment has been made
Example: how a shop deals with a faulty product.

Pre-sales Experience

During the sales process, the customer should…

Be dealt with in a polite, friendly, and helpful manner
Feel confident that their purchase will be of good quality and be delivered on time
Expect the supplier to have excellent knowledge of the products they sell, answering any technical questions and being able to make recommendations based on the customer's specific needs
Feel they are getting value for money
Not be pressurised into making a purchase
Believe their custom is valued
Have an overall positive experience

If a customer does not feel these things, they may purchase from elsewhere now and in the future.

Test yourself

Your business is considering renting new photocopiers for your office. You submit an enquiry via the website of a photocopier supplier. What pre-sales service you should expect?

Remember: your answers should be relevant to the scenario.

Answer

Post-sales Experience

Post-sales, or after-sales, service occurs after the sale has completed.

Customers expect:

Support and information available to help with any problems with the product (e.g. telephone helpline)
Ongoing servicing

Staying in contact with customers provides ongoing sales opportunities. A customer who recieves good pre-sales and post-sales service is more likely to become a repeat customer.

Test yourself

Your company has agreed to lease photocopiers from the supplier. What post-sales services should you expect?

Remember: your answers should be relevant to the scenario.

Answer

Poor Customer Service

No business wants to offer poor customer support, but it still happens far too often. The main reasons for this are:

Over-promising: to make themselves look good to prospective customers, businesses promise they can do more than they are actually capable of.

Poor management: resources, such as staff, are not managed properly (e.g. a shop allowing their staff to all take their lunch break at their peak time).

Poor communication: not letting customers know of delays, or not being clear about the product or service.

External factors: delays caused by suppliers, such as delivery companies.