GCSE / Level 2 Revision Notes

Marketing - Customer focus

Quite simply, a business that has a “customer focus” is one which takes the time and trouble to understand and address customer needs.

A customer is anyone who buys a product – either a good or a service – from a business.  A customer will be satisfied with his/her purchase if the product meets the customer’s needs. So it is essential that a business has a good understanding of what customers want and need from a product.

If customer needs are met, then the customer is generally satisfied.

The following ideas are usually considered to be fundamental in achieving customer satisfaction:

• The product or service must deliver what is promised – i.e. it must be of good quality
• Sales and promotional activities need to create a positive experience for the customer.  For example, the attitudes of staff that make contact with customers should be positive and professional.
• After-sales service should also be positive and appropriate (e.g. user training & help lines). Customers often need reassurance after they have bought something that they have made the right choice, or help in using a product properly.

Customer expectations of good customer service also play a part in customer satisfaction.  These expectations typically include factors such as:

• Safety and security – the product is safe to use!
• Clear and accurate information
• Legal rights are upheld
• Complaints, enquiries and suggestions are dealt with fairly and promptly
• Special needs are catered for (e.g. disability access)