A2 Explain why customer service is important to chosen organisation with examples

Good customer service is important to an organisation as it:

1. Introduction - why is customer service important to Birmingham Rep?

you need to expand on these points:

• maintains the reputation of the organisation
• encourages customers to return - repeat business
• increases sales
• encourages new business, attract new customers through recommendations
• gives edge over competitors
• other organisations will want to be associated with the organisation
• builds up a good reputation, good public image

2. You need to give examples of the different situations where customer services is provided by the Rep and state the importance of good customer service in each case to Birmingham Rep.

Explain when and how these are provided by Birmingham Rep

Internal customers

All members of staff should give a high level of service to each other.

• Benefits to the staff and organisation include:
• a more pleasant place to work
• a happier and more efficient workforce
• improved job satisfaction
• improved chances of promotion within the organisation
  
  Customer service includes any contact with the customer whether it is face to face, over the telephone, through correspondence etc.
  
  External customers
  
  
  Providing information:

Staff should know about organisations and procedures within the organisation in order to create a good image both of themselves and the organisation.

• include telephone number
• fax
• website
• address
• adverts in yellow pages
• newspaper reports and reviews
• staff walking round talking to customers
• posters
• PA system
• leaflets
• staff on hand
• direct marketing to existing customers - letters, leaflets, brochures
  
  Giving advice
  
• advice may be answering specific questions, perhaps relating to the suitability of a play for a particular audience.

Receiving and passing on messages
communicate via email
key staff carry radio or mobile
procedure they follow when taking messages

Keeping records
feedback comments
data base of customers
financial records such as money
staff wages
secure records accessed only by staff with authorisation
complaints record

Providing assistance
Staff circulate around facility helping where necessary

Dealing with problems
Describe the procedure for dealing with problems
try to resolve problems quickly and efficiently
If one member of staff cannot help then refer to another

Dealing with dissatisfied customers
Stay calm
listen
use positive body language
be sympathetic
sit down in a neutral area

Offering extra services
Important to exceed customer expectations to beat the competition
clean environment
first aid
restaurant
booking online
leaflets in foyer
open days
after show talks
Rep club events

How does Birmingham Repertory Theatre provide customer service:

• booking tickets
• giving information about events: times, suitability of performance, seating
• giving educational talks and tours