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E1: AN ACCURATE DESCRIPTION OF THE BASIC CHARACTERISTICS OF THE DIFFERENT CUSTOMERS AND THEIR NEEDS AND AN EXPLANATION
OF WHAT IS MEANT BY CUSTOMER SERVICE IN THE
CONTEXT OF YOUR CHOSEN ORGANISATION.
What is customer service?
Customer service in KFC is when they provide what their customers want. This means providing a high quality product or service that is safe and reliable. KFC does this by offering products, which are good value for money, good quality foods and are of a high standard, they also have good quality service throughout the KFC stores. Customer service is all about various ways of how KFC can look after its customers.
KFC tries to meet its customers’ needs by:
Providing information
Giving advice
Providing credit facilities
Delivering goods
Providing a good complaints procedure
If KFC meets their customers’ needs, they will have satisfied customers and this can then make KFC more profitable and can help to achieve other business objectives.
KFC opens its doors to all kinds of people, and provides great customer service to: the general public, passing trade, regular customers, adults, children, those with special needs and internal customers.
• The General Public: anyone who might want to buy a particular good or service. ...
• Passing Trade: customers who might come into a shop or call on a service provider because they happen to be in the vicinity or want to try a new supplier.
• Regular Customers: those who purchase from KFC time and time again. ... KFC will sell food to anyone. Customers with special needs to have to be considered and their particular needs are catered for by KFC.
The needs and expectations of KFC’s customers
There are certain expectations for customers; these expectations should be fulfilled for the store to be profitable and successful. KFC try to meet their customer’s requirements in many ways. The customer expectations in KFC stores are:
1. ... The first priority for KFC is to ensure the quality of the food they sell. Employees at KFC are trained so that they are able to meet customer requirements. ... KFC should respond to any enquiry about the products sold, prices charged, the availability, or terms of payment because the customers do not like to be kept waiting. ... KFC should ensure that all customers are served within 5 minutes of them walking into the store, if this does not happen KFC will inform of any wait. ... This is customer care; KFC provide adequate training to its entire staff so that they are efficient and polite and provide brilliant customer service. KFC have a very strong belief in always putting the customers first. KFC feel that they have built its reputation through its years on dedication to customer services. KFC feel that their future depends on maintaining the levels of service KFC provide. ... Efficient after-sales service. This includes prompt response to customer complaints and, when appropriate, a refund and replacement of any food which the customer is dissatisfied with. ... KFC staff deal with every complaint calmly and are always polite with the customer. ... If KFC did not have a good communication system, the customer service would not be efficient and helpful either. ... There is a need for receipts, warranties and contracts, but there should be a minimum of these as they delay customers so KFC uses only necessary records and documents. ... KFC provide a range of services for their customers; these include toilets for the disabled, ladies toilets and gent’s toilets, baby changing facilities are also there. KFC also provide car parking facilities, and baby chairs and large aisles for wheelchairs and pushchairs to be able to go through.
KFC has benefited through being a very customer orientated business. KFC firmly believes in customer service as a method of attracting business. KFC stay loyal to KFC because their service; they do not go elsewhere because KFC provides all they need with friendly service. KFC not only provides high quality products but offers good value for money and ensures a high standard of service in dealing with customers. KFC maximise their customer relationships so that the customer returns. KFC aims to make a customer happy, and does not want to lose customers through bad customer service, so all employees are trained adequately. The benefit of KFC’s customer service is they maximise their profits through high sales and repeat business.
The only problem might be the increased cost of customer service provision. ...
KFC meets customer requirements because it sells a variety of food products from kid’s meals for children, to burgers for teenagers and adults and chicken pieces for adults, teenagers and children. KFC maintain service because they have quick and efficient service, KFC’s target is to serve a customer within 1 minute after taking their order.
E2: AN EXPLANATION, USING APPROPRIATE EXAMPLES, OF HOW THE ORGANISATION USES CUSTOMER SERVICE TO MEET CUSTOMER
NEEDS AS WELL AS STRATEGIC OBJECTIVES. ...
KFC maximises profits through effective customer service. KFC thinks of customer service as caring for customers, meeting their needs and expectations and achieving business objectives. KFC firmly believes in customer service as a method of attracting business. KFC trains all their staff correctly on how to deal with a customer. ...
No matter what caused them to enter or call your place of business, while they are within your boundaries, they are affected not only by your courtesy, but also by intangible qualities that will shape their perceptions of you and the business or service you offer.
Therefore my chosen organisation, KFC need to know what is expected from their customers.
KFC has 8 steps to follow when serving a customer:
1. Smile and greet the customer. ... Look and listen to the customer. ... Pack the order and give it to the customer and give a closing comment, e. ...
Customer needs are KFC number one priority, they feel that their customers come first and providing them with the service they require is their main mission. The following show how KFC customer service needs are met:
Quick and easy purchasing procedures this may refer to purchasing procedures and may influence the final decision. ... Retail technology may help to reduce queue time and customer throughout. ...
Easy exchange of goods exchanging goods if they are not suitable helps to provide a service, which closely meets the needs of customers. ... An Efficient customer complaints procedure may help to retain business that might otherwise be lost if the complaints had been handled inefficiently. ...
No matter what caused them to enter or call your place of business, while they are within your boundaries, they are affected not only by your courtesy, but by intangible qualities that will shape their perceptions of you and the business or service you offer.
KFC know that effective customer service is about caring for customers, meeting their needs and expectations and achieving KFC objectives. ... A strong customer focus. ... These are just a few of the characteristics you see in people the KFC organization. ... ”
First of all KFC must serve food that our customers crave. ... And most importantly, our restaurant teams must have a real customer focus, delivering a great dining experience. ...
How KFC define excellent customer service depends on what product or service they offer the public and on what type of customer services KFC has to offer.
KFC are responsible for providing their customers with:
• A pleasant, friendly greeting
• A positive and helpful attitude
• A professional and accurate business transaction
• An apology for any delay
• A quick resolution to problems
• A sincere thank you for their business
Customer Focus
Customer focused teams are the guardians of KFC brands. We want every customer to enjoy his or her visit to KFC restaurants and come back again and again.
What makes that possible is good customer service. That means understanding is responding to the customer need. ... After all, it’s hard to give great customer service, if you don’t give the best products and you don’t know what you’re doing. ... Customer service also includes positive energy, a friendly smile and a willingness to go the extra mile to create a great dining experience to very person who walks through the doors. ...
It is important to customers and what influences a customer decision to return to a restaurant in worldwide survey this is what was found out.
Food appeal + Experience + Value = Customer influence
31% 56% 13% 100%
The most important factor of the decision is the experience, amount of 56% of the total amount of the equation this is where customer service has a tremendous impact.
A customer’s expectations and requirements should be fulfilled for a customer to be happy within KFC. The expectations of a customer are the following:
• Reliability: The performance at KFC is consistent. The store and car park should be clean, the customer should feel welcome, there should be accuracy while taking and repeating the order, maintenance in the store should be good, the product given should be correct and the customer should be served within a minute.
• Credibility: KFC employees only sell food that they would eat themselves; if they would not eat it then they should not give it to someone else to eat. Therefore the customer should be able to trust the employee.
• Appeal: The store and car park should be clean, the customer should feel welcome, and the employees should be in correct uniform, the inside store should be clean and work surfaces should also be clean. If a customer phones into KFC the person who answers the phone is always polite and if a customer has a complaint it is dealt with calmly.
• Responsiveness: The service should be quick and customers are informed of any wait. A customer should be served within a minute.
• Concern: All employees are concerned about what the customers think about KFC, therefore they should do everything as they have been trained to, that way the customer is happy.
By meeting customer expectations at KFC, their customer service is excellent and this in turn maximises their profits.
KFC employees, in order to have brilliant customer service skills must provide accurate information, give advice, receive and pass on messages, provide assistance, keep records, deal with problems, deal with dissatisfied customers and offer extra services.
Customer service skills
Providing accurate information
KFC employees are required to provide information to customers. ... A customer may ask how much a product on the menu is, you should know the answer, a customer may ask how long a product will take to cook, and you should be able to answer them. ...
Giving advice
In many situations customer want more that information; they want advice on the suitability of a service or product. A customer may want to know what is the best meal for their family or for a certain number of people, you should be able to recommend a meal for them, a customer may ask which drink is best for a diabetic, the best is diet Pepsi, and you should be able to recommend this. ... If you do not know the answer to a question you should always ask other employees at KFC or the shift runner.
Receiving and passing on messages
This may be from one member of staff to another or from a customer to a member of staff. ... KFC has a set of procedures for receiving and passing on messages. ... A customer with a child who is unable to hold the child and get a baby chair for the child to sit on will require assistance to get the baby chair, a KFC employee will be more than happy to help.
Keeping records
KFC operates efficiently and meets the needs of their customers through accurate records. ...
Dealing with problems
Sometimes problems may be the fault or direct responsibility of KFC, e. ... At other times problems may arise outside the control of KFC e. ... a customer losing a handbag.
Dealing with dissatisfied customers
The ability to deal with dissatisfied customers and to handle complaints is a very important part of providing excellent customer service. Customer complaints at KFC are handled with care and are dealt with efficiently as KFC do not like to keep their customers waiting. ...
Offering extra services
Sometimes situations arise whereby the customer will require more service than what is usually offered and it is KFC employees’ responsibility to react effectively. If a parent needs baby food heating up in KFC, the employee should heat it up for them. If elderly people need help in taking their food back to their table, KFC employees’ will take it for them.
In such situations it is up to staff to do as much as they possibly can to help the customer. If it is not possible to provide the extra service the employee should advise the customer.
Many organisations such as KFC are always looking for ways to improve their customer service skills. It is by providing excellent customer service that customers will become loyal to KFC. KFC provide extra services such as baby changing facilities, toilets, baby chairs, car parking and drive thru facilities.
E3- A CONCISELY ACCURATE ACCOUNT OF HOW THE ORGANISATION HAS INCORPORATED THE NATURE OF CONSUMER PROTECTION INTO ITS
CUSTOMER SERVICE POLICY. ...
These restrictions from the act are a part of all contacts for the sale of goods these are the three acts KFC have to keep;
• The supply of goods (implied terms) act 1973
• The supply of goods and services act 1982
• The sale and supply of goods act 1994
The supply of goods and services act 1982
Service standards are covered by this act, as in buying the services of a plumber to repair central heating or a garage to service a car. ...
If the above requirements are not met, it is the responsibility of KFC to put the problem right. ...
The office does the following;
• Publishes a wide range of information advising people of their rights and where they might obtain help and advice
• Encourages trade organisations to prepare and publish codes of practice
• Proposes laws, and amendments to existing laws, aimed to increase protection of consumers
• Tackles traders who persistently commit offences or break their obligations to customers, if need be even taking such traders to court
• Issues, or withholds, licenses to traders who deal in credit for customers
KFC understand the need for OFT to play a important role in their organisation therefore KFC record details of the complaints made about goods and services by individual consumers these are systematically classified by specific categories of goods and services, KFC then voluntarily submit quarterly returns to the OFT which aggregates the figures to produce data which is then given in the Annual Report of the Director General of Fair Trading.
All the above Acts are covered by KFC in their refund policy. As they try to meet all their customer expectations.
E4- A THOROUGH EXPLANATION OF THE TECHNIQUES USED BY KFC TO MONITOR AND IMPROVE CUSTOMER SERVICE.
Reviewing customer service through different methods helps an organisation in various ways, the purpose of reviewing is to evaluate the company from the customer’s perspective in terms of employee attitude, general service provided and overall image of the company in general. It is imperative for a company to see itself from its customer’s perspective, in order to insure that each and every customer receives the quality of service promised.
If there is any area with poor quality of service, an audit will identify that area and recommend means of improvement. An overall increase in sales, customer satisfaction and employee performance and satisfaction will result. ... In the past, consumer loyalty was earned by providing consistency in customer service.
Approximate Word count = 12979
Approximate Pages = 51.9
(250 words per page double spaced)
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