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TRANSCRIPT
Introduction to Customer Service
Introduction to the unit...................................................................................................2
1. The differences between customer service and customer care..............................2
2. The Contract...........................................................................................................4
3. What is customer care?..........................................................................................7
4. Legislation..............................................................................................................9
Case Study............................................................................................................11
5. Consumer Rights in relation to goods and services.............................................13
6. Codes of practice..................................................................................................16
7. Evauating your customer service level................................................................18
7.1 Know your Customer’s Needs.......................................................................18
7.2 Evauating your customer service level..........................................................20
Do this..................................................................................................................23
Try this.................................................................................................................23
Acknowledgements......................................................................................................23
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Introduction to the unitCustomer service is key to the success of every salon. This unit compares customer service with customer care and raises awareness of current legislations in relation to service industries.
By the end of this unit you should have gained knowledge on:
The differences between customer service and customer care The legislation that you need to be aware of when dealing with customers The Codes of Practice that affect the ways in which you deal with customers How to evaluate your current customer service levels
1. The differences between customer service and customer care
Description
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Customer being served by the salon receptionist
End of description
The first question to ask yourself about customer service is – what is it? As customers ourselves we experience it on a day to day basis, as employees we provide it each time we come into contact with a customer, but what are the defining features of this term?
Activity 1
You should allow 20 minutes for this activity.
Watch the following video and take a few moments to think about what you think customer service is. You might want to write down your thoughts in a notepad or in your learning journal. The video lasts 43 seconds.
A video showing a good example of customer service in a hairdressing salon.
View document
Answer
You might have written down points similar to ones listed below:
Customer service is the provision of service to customers before, during and after a purchase. Customer service is a variable commodity, that is to say, the effort that has to go into providing it varies by product, industry and customer.
As an example, an expert customer might require less pre-purchase service (i.e. advice) than a novice. In many cases, customer service requires more attention if the purchase relates to a “service” as opposed to a “product".
Customer service may be provided by a person (e.g., sales and service representative), or by automated means called self-service. Examples of self service are Internet sites.
Customer service is normally an integral part of a company’s customer value proposition.
End of answer
Activity 2
You should allow 20 minutes for this activity.
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Now watch the following video and note down (again in a notepad or in your learning journal) what makes this a bad example of customer service.
A video showing a bad example of customer service in a hairdressing salon. The video lasts 42 seconds.
View document
Answer
After watching the second video hopefully the difference in the standard of customer service was clear. You might have noted down points such as:
Customers not being kept informed Bad attitude and rudeness towards the customers, including one word answers
Receptionist taking a personal call on her mobile phone
Unprofessional attitude towards customers
End of answer
2. The Contract
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Description
Customer being served by the salon receptionist
End of description
The underlying feature of customer service is the provision of clear and accurate information relating to the goods and services you supply and although it is not always necessary to enter into a written contact with the customer regarding the products and services your company supplies, you, on behalf of your company always enter into a verbal contract with the client.
What do we mean by a contract?
When a consumer purchases goods or services from a trader both enter into a legally binding contract. The contract consists of various express terms and implied terms.
Express terms are those which are specifically agreed between both parties: for example, the price in most contracts, or an agreed appointment time. Implied terms
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are those which are deemed to exist, even if they have not been specifically agreed, and they cover issues such as quality, description and fitness for purpose.
Each time you discuss a product or service with a customer you become responsible for providing and agreeing specific information. For services this may include a time when the service will take place and a price for the complete service. For a product this may include the price and product availability.
These are known as the express terms.
Implied terms on the other hand, are the unquestionable basic qualities of the product or service. Would you consider selling a product to your client that was of inferior quality? Would you mis-describe a product to a customer just to get a sale? Would you sell a service to a customer knowing full well that the service will not achieve the customer’s desired results?
The implied terms describe a basic level of trust between the vendor and the customer. The law provides that, in every transaction for the sale and supply of goods, certain terms are implied. The person selling the goods must have the right to do so, and the goods must:
Correspond with the description: Many transactions involve a description of some kind. When goods are supplied and the consumer relies on such a description, the goods must be 'as described'. If the description is false, a criminal offence may also have been committed.
Be of satisfactory quality: Goods must be of a standard that a reasonable person would regard as satisfactory. Quality is a general term which covers a number of matters including:
o Appearance and finish
o Freedom from minor defects
o Safety
o Durability
In assessing quality, all relevant circumstances must be considered, including price and description. In consumer contracts, the manufacturer’s advertising can also be taken into account.
Be fit for the purpose: When a consumer indicates that goods are required for a particular purpose or where it is obvious that goods are intended for a particular purpose, and a trader supplies them to meet that requirement, the goods should be fit for that specified purpose.
Activity 3
You should allow 30 minutes for this activity.
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Sometimes it can be difficult to distinguish between express and implied terms. Take a look at each of the videos below and decide whether they describe
Express terms of sale Implied terms of sale
Both express and implied terms of sale
Video 1
A customer phones to make an appointment for a hair treatment. She wants to know what time she can come in and how long the treatment will take. Does this describe an express term of sale, an implied term of sale or both?
Select the play button to view the video (length is 58 seconds). You may wish to watch it more than once.
View document
Answer
In this video a customer phones to make an appointment for a hair treatment: she wants to know that time she can come and how long the treatment can take.
This describes an express term as it describes the time and length of the treatment.
End of answer
Video 2
A customer wants to purchase a hair product that is out of stock: they would like to know when they will be able to buy the product. Does this describe an express term of sale, an implied term of sale or both?
Select the play button to view the video (length is 26 seconds). You may wish to watch it more than once.
View document
Answer
The customer wants to purchase a hair product that is out of stock: she would like to know when she will be able to buy the product.
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This describes an express term of sale as the date is provided when the product will be available for the customer to buy.
End of answer
Video 3
A bride-to-be wants to know about suitable bridal hairstyles and what hair adornments she would have to provide. Does this describe an express term of sale, an implied term of sale or both?
Select the play button to view the video (length is 44 seconds). You may wish to watch it more than once.
View document
Answer
The bride-to-be wants to know about suitable bridal hairstyles and what hair adornments she would have to provide for her wedding hairstyle.
This scenario describes both implied and express terms of sale. As the hairstyle must be fit for purpose and described correctly, this is an implied term of sale. Additionally, by stating what adornments she must provide you are stipulating express terms.
End of answer
3. What is customer care?
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Description
Customer having her hair styled.
End of description
We have seen that customer service can be considered as the process of supplying goods and services, so therefore what is customer care?
Customer care involves putting systems in place to maximise your customers' satisfaction with your business. Sales and profitability rely on ensuring your customers are happy.
Customer care is the client’s perception of how well you supply those goods and services. Therefore customer service and customer care can be measured in two different ways: through quantitative data and qualitative data.
Activity 4
This activity should take approximately 5 minutes to complete.
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Play the animation to see the different ways in which you can measure customer service and customer care.
An animation that show the difference between quantitative and qualitative data
Flash content unavailable
Answer
Customer Service often measures quantities, known as quantitative data:
Quantity of products sold Quantity of treatments booked
Efficiency of treatment timings
Pricing of products or services
Customer care often measures quality, known as qualitative data:
What customers think about the products sold What customers think about the services your provide
What customers think about the efficiency of your staff
What customers think about your pricing strategy in comparison to other company’s products and services
End of answer
4. Legislation
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Description
Safety posters displayed in a salon
End of description
The issue of ‘the contract’ has already been discussed in Section 3. This section takes a closer look at the range of legislation relating to the sale of goods and services. It begins by briefly reviewing general legislation relating to organization operations.
Activity 5
Allow 30 minutes to complete this activity.
Undertake an internet search of the following in relation to the hairdressing industry:
Health and Safety Data Protection
Equal Opportunities
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Disability Discrimination
Make a note of any interesting information that you find in your learning journal.
Discussion
Through an internet search you might have discovered:
Health and Safety guides and packs written by various councils, companies and organisations.
Information on the Data Protection Act and how it affects the hairdressing industry.
Information on equal opportunity issues specific to the sector.
Ways in which the Disability Discrimination Act affects the haridressing industry.
End of discussion
Activity 6
Allow approximately 30 minutes to complete this activity.
Read the case study below and then answer the following questions.
Case Study
Impressions hairdressing salon have recently let a small corner of the salon space to a nail technician. The service is going very well, but she is not busy all the time therefore she would like to discuss with the owner the possibility of making more use of her other skills such as facials, makeup, manicures and pedicures and thinks that converting a currently unused upstairs room into a small beauty salon could be beneficial to her and the organization.
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Impressions Hairdressing Salon
Description
An image of nail technician equipment in a hairdressing salon.
End of description
Consider the following issues:
1. Will the treatment liability insurance cover the beauty treatments to be offered?
2. Who will do the risk assessment and COSHH assessment for the new organization?
3. Can the therapist look at existing client records to improve her business?
4. What if the therapist only wanted to treat women?
5. How could the salon accommodate disabled clients?
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Answer
Feedback
1. The liability insurance will not cover the beauty treatments offered, further cover will need to be arranged.
2. The owner of the business should carryout the risk assessment.
3. No the therapist can not look at existing client records to improve her business, these record should be kept confidential and solely for the purpose they were made, which was for hairdressing services.
4. The therapist would be contravening the Equal Opportunities Act if they refused to treat male clients.
5. The organization should make all reasonable adjustments to accommodate disabled clients.
End of answer
5. Consumer Rights in relation to goods and services
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Description
A customer being served in a salon
End of description
Any business providing goods or services will at times have to deal with people who are not happy with some aspect of the transaction. You should think carefully about your focus in respect of customer service, to ensure you are aware of your customers' legal rights. Having an awareness of the law affords you a better position if a dispute occurs.
Section 3 examined 'The Contract' between the supplier and the customer. The contract is a legal requirement and therefore should be understood within the context of your business. However, the contract is not the only issue affecting the sale of goods and services, there is a range of consumer and retail legislation affecting organizations, these can be summarised as:
The Consumer Protection Act
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Prohibits the supply of goods not in accordance with the general safety requirement or are unsafe.
Provides for the safety and protection of consumers by enabling Regulations or orders to be made controlling consumer goods.
Provides for approved safety standards to enable compliance with general safety requirements.
Provides powers for seizing and forfeiture, and the powers to suspend the sale of suspected unsafe goods.
Provisions as to the requirement for persons to publish notices warning of unsafe goods previously supplied.
Provides for liability for damage caused by defective products.
Prohibits misleading price indications.
The Prices Act
Provides power to regulate the price display of certain goods and provides protection and price information for consumers.
Promotes fair-trading.
Trades Descriptions Act
Prohibits the miss description on the supply of goods. Prohibits false claims for services, accommodation and facilities.
The Resale Prices Act
Makes it unlawful for a supplier to make it a condition of supply that their goods will not be sold below a specific price, or to notify dealers of a minimum resale price.
It is also unlawful for a supplier to seek to impose minimum resale prices on dealers by withholding supplies or discriminating in other ways.
The Sale and Supply of Goods Act
Details the rights of purchasers and the duties of sellers in the sale of goods.
You may already be aware of this consumer and retail legislation if you have worked in the industry. However, if this is a weakness for you, you will find plenty of information relating to these acts on the internet and in appropriate reference books.
In relation to returns, refunds, warranties and complaints, even the best of businesses are occasionally faced with customers who are not satisfied with the goods they have bought or the services they have received.
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Alongside improved consumer protection legislation, awareness of consumer rights has increased dramatically in recent years. It is therefore essential to know what you are required to do when a customer complains.
Activity 7
Description
Supplies of Boxed hair dye
End of description
This activity should take approximately 1 hour to complete.
Use a suitable internet search engine to find the Trading Standards website. Once you have accessed the Trading Standard website, use the ‘Search site’ tool to find: A Trader's Guide to the Civil Law Relating to the Sale and Supply of Goods and Services
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After reading this information, make some notes for yourself about how this legislation specifically affects your organization in relation to goods.
Then still within the Trading Standards website search for Buying Services - Your Rights
After reading this information, make some notes for yourself about how this legislation specifically affects your organization in relation to services.
6. Codes of practice
Description
An empty salon
End of description
Your code of practice encompasses many issues relating to the services your organization provides. Although these are not legislative requirements, they are the
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standards by which your employer aims to measure the organization’s performance on a regular basis.
It is not necessary for the organization to set specific codes of practice but if the organization promotes the fact that they are a member of specific association, then their codes of practice will apply.
Good codes of practice incorporate the following:
They define behaviour in the organization. They promote high levels of practice and skills.
They outline the responsibilities to be provided by every member of staff to their customers.
They should outline the client’s rights to receive a professional treatment.
They should outline the action taken if the codes of practice are breached.
Codes of Practice should be written in language that:
Is easy for customers and staff to understand. Has a positive tone that encourages participation.
Codes of Practice should not however:
Be so lengthy that the reader loses interest. Be a list of do’s and don’ts.
Be negative and condemning of current practices.
Activity 8
This activity should take approximately 30 minutes to complete.
Use an internet search engine to find the Trade Association Forum website. Search for A 'Best Practice Guide' for Trade Associations (2006). This provides a model of ‘Best Practice’ for trade associations. Although some of the statements will not apply to a hairdressing organization, you will find that many will and it will be useful to make a note of these in your learning journal.
Activity 9
This activity should take approximately 1 hour to complete.
Take a look at the Trade Association statements and create your own list of essential and desirable codes of practice for your organization. If your organization already has a code of practice, compare your new list with the existing one.
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Do you think you can make improvements to your organizations’ codes of practice?
Make notes on your thoughts of how (if possible) your organization’s codes of practice can be improved.
Finally use an internet search engine to find the HM Revenues and Customs website. Once within the site, search for Codes of practice 10 where you can view their Codes of Practice for giving information and advice. As we all have to pay taxes, it is useful to know how our enquiries will be dealt with.
Discussion
On the HM Revenues and Customs website you will have found that their Code of Practice involves:
Providing general advice Publishing a variety of information
Providing information under the Freedom of Information and Data Protection Acts
Providing 'post-transaction rulings'
Checking valuations of assets disposed of by individuals
Providing their interpretation of tax law in some circumstances
Providing statutory clearances and approvals for certain types of transactions
End of discussion
7. Evauating your customer service level7.1 Know your Customer’s Needs
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Description
A customer sitting at a hairdressing station reading a magazine.
End of description
Identifying and understanding customer needs is crucial to a successful business. Once you have this knowledge, you can use it to persuade potential and existing customers that buying from you is in their best interests.
Activity 10
This exercise should take approximately 30 minutes to complete.
Use an internet search engine to locate the Business Link website. Once in the site, search for Know your customers' needs and read about the following:
Why do your customers need you? What do you know about your customers?
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The customer’s current supplier
Ten things you need to know about your customer
Make notes of any useful information in your learning journal and then read the discussion.
Discussion
Hopefully from this search you will have found out more about:
The Unique Sales Proposition (USP): the reason customers buy from one business and not their competitors.
How to target the right people in an organisation.
How to sell the benefits, not the features of a product.
Knowing your customer's needs.
If you missed any of these points go back to the Business Link website and read over the information again.
End of discussion
Activity 11
Who is my most valuable client?
This activity should take approximately 15 minutes to complete.
Have a go at the following quiz to find out more about what makes a valuable client to your business.
An interactive animation that will help you understand the definition of a valuable customer.
Flash content unavailable
7.2 Evauating your customer service level
Activity 12
This activity should take approximately 30 minutes to complete.
Use an internet search engine to locate the Business Link website. Once in the site search for Manage your customer care. Read the information and make some notes in your learning journal. Then have answer the question below:
Which work roles more directly involve customer care?
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Answer
Customer care is more directly important in some roles than others. For receptionists, sales staff and other employees in customer-facing roles, customer care should be a core element of their job description and a core criterion when you're recruiting.
End of answer
Activity 13
This activity should take approximately 20 minutes to complete.
The following two videos are the videos that you watched at the beginning of this unit to help you understand the concept of customer service.
Watch them both again and this time note down the factors that you think contribute to customer satisfaction.
Video 1 lasts 43 seconds.
A video showing a customer receiving a high level of customer service in a hairdressing salon.
View document
Video 2 lasts 40 seconds.
A video showing a customer receiving a low level of customer service in a hairdressing salon.
View document
Answer
Factors that contribute to customer satisfaction
How well products or services match customer needs Value for money offered
Efficiency and reliability in fulfilling orders
The professionalism, friendliness and expertise of the employees
How well customers are kept informed
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The after-sales service provided
If you didn't get all these factors go back and look for them in the videos again.
End of answer
Activity 14
This activity should take approximately 15 minutes to complete.
Information about your customers and what they want is available from many sources. Explore the following photographs of a hairdressing salon, using your cursor or keyboard, to see where this information can be collected from.
A receptionist on the phone sitting in front of a computer
Flash content unavailable
A customer being served in a hairdressing salon at the reception desk
Flash content unavailable
Answer
From the photographs you will have seen that information about your customers and what they want is available from many sources, including:
Their order history Records of their contacts with your business: phone calls, meetings and so on
Direct feedback: if you ask them, customers will usually tell you what they want
Changes in individual customers' order patterns
Changes in the overall success of specific products or services
Feedback about your existing range: what it does and doesn't do
Feedback and referrals from other, non-competitive suppliers
Other sources may also include:
Enquiries about possible new products or services Changes in the goods and services your competitors are selling
Feedback from your customers about things they buy from other businesses
End of answer
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Activity 15
How can you measure customer satisfaction of your service levels?
This exercise should take approximately 10 minutes to complete.
Now that you have read all the information contained in this unit, make a list of the different ways in which you can track the customer satisfaction of your service levels. Read over the notes you have made in your learning journal to help you.
Answer
For instance, you might track:
Sales renewal rates The number of queries or complaints about your products or services
The number of complaints about your employees
The number of damaged or faulty goods returned
Average order-fulfilment times
The number of contacts with a customer each month
The volume of marketing material sent out and responses generated
Time taken from order to delivery
End of answer
Do this
Now you have completed this unit, you might like to:
Post a message to the unit forum Review or add to your Learning Journal
Rate this unit
Try this
You might also like to:
Find out more about the related courses ran by the University of Derby Buxton: FdA Hairdressing and Salon Management and Spa Therapies Book a FlashMeeting to talk live with other learners
Create a Knowledge Map to summarise this topic
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AcknowledgementsAuthors: Louise Buxton and Paula Batters.
All other written material contained within this unit originated at the University of Derby.
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