Good customer services study guide

Customer engagement is the process of building a relationship with customers through interaction, communication and value‑adding activities that encourage them to participate, share feedback and remain loyal.

Customer satisfaction is the extent to which a product or service meets or exceeds a customer's expectations.

The support and assistance a business provides to customers before, during, and after a purchase.

Customer service is the support and assistance provided to customers before, during, and after a purchase to ensure satisfaction and build loyalty.

Online buying and selling of goods and services via the internet.

Exam practice

• Which of the following is the most effective way for an independent retailer to increase customer engagement during a sales event?
• Explain how after‑sales services can enhance customer loyalty in an online service business.
• Which of the following is NOT a direct benefit of providing good customer service?
• Explain how good customer service can lead to increased profitability for an online service business.
• Which of the following is NOT a direct danger of poor customer service?
• Explain how poor customer service can lead to reduced revenue for a small online retailer.
• Which technique is most likely to improve customer satisfaction in a small independent retailer?
• Evaluate the impact of implementing a customer loyalty programme on an online service business’s customer retention and profitability.
• Which ICT advancement has had the greatest impact on customer service for businesses using social media?
• Analyse how the use of social media platforms can improve customer service for an online retailer.