customer relation unit 2 Solving assessment 2

Customer Service
Unit two: Prepare to deliver excellent customer service (Y/506/4855)
Unit 2 Assessment
Assessment
You should use this file to complete your Assessment.
• The first thing you need to do is save a copy of this document, either onto your computer or a USB drive
• Then work through your Assessment, remembering to save your work regularly
• When you’ve finished, print out a copy to keep for reference
• Then, go to www.vision2learn.com and send your completed Assessment to your tutor via your My Study
area – make sure it is clearly marked with your name, the course title and the Unit and Assessment
number.
Please note that this Assessment document has 16 pages and is made up of 5 parts.
Name: Faizah Sheikh
Part 1 – Understanding the principles of customer service
This part will help you to evidence Learning Outcome 1: Understand the principles of
customer service in an organisation
Learning objective Place in Assessment
1.1Describe the organisation’s products and services Question 1a Page 1
1.2Explain how customers are made aware of the
organisation’s offer
Question 2a Page 2
1.3Identify the customers of the organisation Question 1b Page 2
1.4Explain how to keep up to date with the
organisation’s offer
Question 2b Page 2
1.5Describe the organisation’s policies and
procedures relating to customer service and the
importance of following them
Question 3 Page 3
1.6Describe the publicity available about the
organisation’s products and services
Question 2c Page 3
1.7Describe the implications of poor customer
service in commercial, public sector and third
sector organisations
Question 4 Page 4
1. In relation to your current organisation (or one that you are familiar with), use the space
below to provide information on the organisation’s products / services and its customers.
a) Describe the organisation’s products and / or services. [1.1]
As Sainsbury provides the operations of general merchandise and online
groceries. They focus on increase the strength of their food or non-food
related businesses. They offer huge varieties of product without
compromising in their quality and sell at reasonable price. They have around
15000 own brand products .They used special ingredients that they called
‘signature’ ingredients that make an appeal to shoppers who are searching
for premium products. In food business, they offer fresh vegetable, fruits,
© Creating Careers Limited, 2015. All rights reserved. 1

Customer Service
bakery, and dairy products. They also offer frozen food items, meat, fish and
food cupboard that include canned product, cereals, crackers, biscuits,
sauces, dressings, pickle, desserts, drinks etc. Their product taste is different
because they focused on selected supplier through which they get
vegetables, fruits and even Mey selection of meat from the northern
highlands. They create this uniqueness by focusing on quality and their
selected supplier they trust most. They provide online as well as general
groceries purchasing services. They provide the instore services such as
cafés that includes British meat, fair-traded coffee and tea that makes the
menu friendly for customer choice. In non-food businesses, they offer health
and beauty related products, gift shops, clothing, baby, household, home and
pet related products. In clothing, they bring Tu collections weekly with high
style designed with charming prints and fresh ideas according to fashion
trends by maintaining their quality and innovative style. They offer Nectar
card in which points are collected based on how much the customer spend
on products and services of Sainsbury. If the customer points are
maximising, they get reward from Sainsbury. In this way, they encourage
customer to spend more. In Supermarket, they provide the facility of the
longer opening hours for customer’s convenience. They have its own bank
known as Sainsbury Bank in which offer financial services such as credit
cards, insurance, loans, savings and travel money that are convenient for
customers. They provide the services of 24 hour telephone banking. They
also offer energy tariff both fixed and variable working with British Gas
(partnership).They reduce the prices of energy bill by using their green range
of products to create the value. They have the fuel petrol with their reduced
price and their points would be collected in nectar card.
b) Identify the external and/or internal customers who buy / use these products /
services. [1.3]
The internal customers of Sainsbury are Sales representative,
Convenience local store manager, Supervisor, Pharmacist, Counter
assistant, Customer service assistant, Warehouse assistant, Supplier,
Dispatcher, Administration assistant, Online customer service assistant,
Store trainer, Online delivery driver, Retail managers, travel money
advisor, rectifications manager and credit risk manager etc.
The external customers of Sainsbury are the person who purchase the
product, consumers (who use the product) and the person who order the
groceries online i.e. online shopper.
2. Provide the following information in relation to your current organisation (or one that you
are familiar with):

Customer Service
a) Explain how customers are made aware of the organisation’s offer. [1.2]
Sainsbury use newsletter both printed and electronic depends on the target
customer and design it in unique way to create the attention of interest. For
example, Sainsbury highlight the statement like entertaining making easy or
Together ‘We can’ etc. that create attention of interest or for customers. Through
Sainsbury magazine, they use kitchen advices, recipes, lottery games; discount
offers etc. to create customer awareness about organisation offers. They use media
advertisement such as television, cinema and radio to get the coverage for target
audience and to corporate its image. They use famous celebrity to attract the
customers. For example Sainsbury launch TV commercial on Christmas day, they
use popular moments of First World War by playing football and exchanging gifts.
Through brochure and pamphlet, they make the customer aware of their product
offers. They update the product offers on Sainsbury website, email, internet and
vouchers.
(source:http://www.theguardian.com/media/2014/nov/13/sainsburys-christmas-
advert-recreates-first-world-war-truc)
b) Explain what customer service staff can do to keep up to date with the
organisation’s offer. [1.4]
In Sainsbury, the customer service staffs have trained in an effective manner to gain
the entire knowledge of the company offers whether it is within department, area or
branch with their specific target audience. As the main purpose of company offer is
to satisfy customer needs. The organisation provides up to date information
through the emails. The email would provide the information about company new
product offers, which product is modified or stock that is updated etc. The company
usually do training seminar, presentations, communication sessions, team meeting
etc. to provide the knowledge of their current offer and explaining the reason behind
this offer so that customer service staff can easily understand the organisation
offer. The manager of the organisation do daily discussion through company
intranet or newspaper to keep them updated. They get updated alerts on
noticeboard and brochures and they are allowed to do research and show initiated
on the offer of an organisation. If they hire new staff then the existing staff
colleague will help them to provide the entire knowledge of the company. Through
gaining entire knowledge of company, the customer service is in position to solve
customer queries. Recently the Sainsbury introduce their first catalogue which
consist of 98 pages with about 20% online offer range to create awareness about
the non-food business offers and customer will know the availability of their
product and services.

Customer Service
c) Describe the publicity used to promote the organisation’s products and
services. [1.6]
Sainsbury take the advantage to create strong brand image about their product and
services in order to gain maximum customer attention. Sainsbury use the slogan ‘‘Making
life taste better ’’ with their brand name to show their mission that Sainsbury supermarket
is customer first choice. They use Media Advertisements such as TV, cinema and radio to
promote their product and services by using their brand image. For example Sainsbury
use TV advertising in channel5 as it is national TV channel to reach their target audience
at that same time; it uses national radio 4 to create effective impact on target audience.
Sainsbury utilises sales promotion, advertising mail, packaging and merchandising to
promote their products and services. For example in June 1966 the Sainsbury introduce
reward card, when the customer spend in instore product and services, they earned 2
reward points. When customer get successful in collecting 500 reward points then the
Sainsbury give reward whether it is 50 discount off when the customer spend on in stores
or give the reward voucher. They distribute coupon after shopping to encourage customers
to spend more in their instores.Now they replace the reward card with nectar card scheme
in 2002. In Sainsbury reward card is used as the long marketing tool through which the
retailer gets aware of their customers in an effective manner. Through Reward card,
Sainsbury are using direct mailing and sales promotion such as 50% discount offer, buy 1
get 1 free etc. The Sainsbury also fulfil the responsibilities of communities to promote their
brand image in public. For example in 30 January to 24 April 2002 the Sainsbury operate
the scheme in schools by providing free school equipment’s of about 8 million worth.
3. For your current organisation (or one that you are familiar with), describe the policies
and procedures that relate to customer service. Why is it important to follow these policies
and procedures? [1.5]

Customer Service
4. Complete the table below by providing an example of poor customer service for each
of the three sectors and then describe the implications of this poor customer service. [1.7]
Organisation
type
Example of poor customer
service
Describe the implications of poor
customer service
Commercial
organisations
Public sector
organisations
Third sector
organisations

Customer Service
Now that you have completed part 1 of your Assessment, remember to save the work you
have done so far – you will need to send your work to your tutor for marking once you have
completed all 5 parts of this Assessment.
Part 2 – Identifying customer needs and expectations
This part will help you to evidence Learning Outcome 2: Understand how customer needs
and expectations are identified
2.1 Outline ways in which customer expectations can be
identified
Question 1 Page 5
2.2 Identify how customer expectations can be met within
the offer of the organisation
Question 2 Page 5
2.3 Describe how to tell customers that their needs
cannot be met by the organisation
Question 3 Page 6
2.4 Identify reasons for customer service being delayed
and the impact of this on customers
Question 4 Page 6
2.5 Outline how to tell customers that the service will be
delayed
Question 4 Page 6
2.6 Explain why it is important to keep customers
informed of progress and delays when dealing with a
complaint
Question 4 Page 7
1. Outline at least two different ways in which customer expectations can be identified.
[2.1]

Customer Service
2. In relation to your current organisation (or one that you are familiar with), identify how
the organisation’s offering meets the expectations of its customers. [2.2]
3. When your chosen organisation cannot meet customer needs, how are customers told
about this? Describe this below. [2.3]
4. Use the space below to address the following points, relating to delays in customer
service:
a) Identify at least two reasons why customer service may be delayed and the
impact this can have on customers. [2.4]
Reason customer service may have been
delayed
Impact
1.
2.
Other:

Customer Service
b) Outline how you can tell a customer that their service is going to be delayed.
[2.5]
c) Explain why it is important to keep customers informed of progress and delays
when dealing with a complaint. [2.6]

Customer Service

Customer Service
Part 3 – Balancing customer expectations
This part will help you to evidence Learning Outcome 3: Understand how to balance
customer expectations against the organisation’s offer
3.1 Outline the customer service offer of two
organisations to include:
• one commercial organisation
• one public or third sector organisation
Question 1 Page 8
3.2 Explain how resource and financial implications
reflect on the organisation’s offer and customers’
expectations
Question 3 Page 9
3.3 Explain how customers’ expectations are arrived at
within their organisation’s offer
Question 2 Page 8
3.4 Identify examples of when customer service may be
limited by organisational goals
Question 4 Page 9
3.5 Describe how to tell a customer that their service
expectations are outside the organisation’s offer
Question 5 Page 10
1. Complete the table below with details of customer service offers of two organisations.
One of these organisations should be a commercial organisation; the other can be either a
public or third sector organisation. [3.1]
Organisation Customer Service Offer
1.
2.
2. In relation to your current organisation (or one that you know well), explain how the
organisation identifies what their customers’ expectations are. [3.3]

Customer Service
3.
a) Explain how the resources available can affect your organisation’s offer and
customer service expectations. [3.2]
b) Explain how financial implications can affect your organisation’s offer and customer
service expectation. [3.2]
4. Give at least two examples of when customer service may be limited by organisational
goals. These examples can relate to your own organisation or one that you know well.
[3.4]

Customer Service
5. Describe what you would do / say in order to tell a customer that their service
expectations are outside of the organisation’s offer. [3.5]

Customer Service
Part 4 – Understanding how complaints are handled
This part will help you to evidence Learning Outcome 4: Understand how complaints are
handled
4.1 Explain why customers may complain to or about an
organisation
Question 1 Page 11
4.2 Outline the complaints handling procedure in the
organisation
Question 2 Page 11
4.3 Identify ways in which complaints may be defused
prior to escalation to include:
• Face to face
• Written (letter, email)
• Via the telephone
Question 3 Page 12
4.4 Outline the effects of complaints on commercial,
public sector and third sector organisations
Question 4 Page 12
4.5 Explain why complaints are monitored and how the
monitoring is used
Question 5 Page 13
1. Explain why customers may complain to or about an organisation. Include at least two
specific reasons in your answer. [4.1]
2. In relation to your own organisation (or one that you know well), outline the procedure
that is followed when handling complaints. [4.2]

Customer Service
3. Complete the table below by identifying ways in which complaints can be defused
before they escalate, using the different methods listed. [4.3]
Method How to defuse complaints
Face to face
Written (letter, email)
Via the telephone
4. Complete the table below by outlining the effects that complaints can have on
commercial, public sector and third sector organisations. [4.4]
Organisation type Effects of complaints
Commercial
Public sector
Third sector

Customer Service
5. In relation to your current organisation (or one that you are familiar with), explain why
complaints are monitored and how this monitoring is used. [4.5]

Customer Service
Part 5 – Key customer service legislation
This part will help you to evidence Learning Outcome 5: Understand legislation relating to
customer service
5.1 Identify customer service related legislation and
external regulations and how these may affect customer
service
Question 1 Page 14
5.2 Outline how business service improvements might be
limited by legislation
Question 2 Page 15
5.3 Explain how the requirements of the Health and
Safety at Work Act (1974) are relevant to customer
service
Question 3 Page 15
5.4 Explain individual health and safety responsibilities
while delivering customer service
Question 4 Page 15
5.5 Identify ways in which the security of customers and
their property can be protected
Question 5 Page 16
5.6 Describe how to gain approval to change customer
service procedures or practices that are affected by
legislation
Question 6 Page 16
1. Use the table below to identify at least one example of customer related legislation
and at least one example of external regulations and how these may affect customer
service. [5.1]
Legislation / external regulations Effect on customer service

Customer Service
2. Outline how business service improvements might be limited by legislation. [5.2]
3. Explain how the requirements of the Health and Safety at Work Act etc (1974) are
relevant to customer service. [5.3]
4. In relation to your current organisation (or one that you know well), explain the health
and safety responsibilities that individuals have when delivering customer service. [5.4]

Customer Service
5. Identify at least two ways in which the security of customers and their property can be
protected. [5.5]
Security of customers Security of property
Example 1
Example 2
6. Describe the steps you would need to take in order to gain approval if you wanted to
change customer service procedures or practices affected by legislation. [5.6]
Once you have completed all 5 parts of this Assessment, go to www.vision2learn.com and
send your work to your tutor for marking. Log in to the platform and send your Assessment
to your tutor via your My Study page for marking. Good luck!

customer relation unit 2 Solving assessment 2

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