Unit 2 Learning Journal Describe an example of a company or organization, not di
ID: 406289 • Letter: U
Question
Unit 2 Learning Journal
Describe an example of a company or organization, not discussed previously in the course, where the focus on customer delight has a direct and long-term impact on the brand’s competitive advantage. Why did you choose this example?
Requirements:
Your reflective Journal article should consist of a minimum of three paragraphs, with at least four to five sentences per paragraph. The Journal must be concise, well-written, and demonstrate a thorough understanding of the question asked. This Journal exercise provides you the opportunity to demonstrate your knowledge of this unit’s learning, and to reflect how the unit pertains to you, personally, now, and in your future career goals.
Explanation / Answer
High quality customer service is a key way in which a business can differentiate itself from another. Morrisons’ customer service strategy is simple: to provide the best customer service by developing the best-trained and motivated colleagues within an environment where the top large supermarkets compete for market share. Its specialist in-store butchers, bakers and fishmongers work on Morrisons’ Market Street to ensure customers get a personalised service from a trained professional. By building high levels of customer satisfaction, Morrisons creates a significant competitive advantage.
Delivering customer satisfaction
To provide the best customer service, a business needs to know what its customers expect of it and then meet these expectations. Customer satisfaction is vital for keeping customers happy and loyal to the business. It can often be much more cost-effective to retain customers than to attract new ones. Morrisons achieves this by offering products and services, through its Market Street, that are not offered by its competitors therefore maximising customer retention.
Morrisons has invested heavily in training and developing colleagues to generate its high quality customer service and has attracted more customers this past year than ever before. This shows that Morrisons’ customers are becoming more satisfied with its focus on personal service, efficiency, reliability, quality and freshness. Quality customer service adds value as it improves customers’ experience, making them feel valued and therefore more likely to become a repeat customer.
Customers expect to be valued and to be assisted by helpful and friendly colleagues. They need clear information and good aftersales service. They also want their queries dealt with competently, quickly and accurately. They seek value for money and high levels of colleague knowledge and expertise.
Elements of customer service
Four key components of customer service are:
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